One of Vietnam's most popular coffee brands is looking to build a brick-and-mortar presence in the United States.
TNI King Coffee has opened its first U.S. store, at Anaheim Garden Walk, an outdoor retail and entertainment center in Anaheim, Calif. The company plans to open an additional 20 U.S. locations this year, and 100 stores by 2022 through franchising. King Coffee is also targeting growth in Europe, China and many other global markets.
King Coffee currently operates more than 50 cafes in Vietnam and South Korea. In the United States, King coffee products are available at multiple Asian supermarkets and on several e-commerce platforms, including Amazon and Walmart.
"The opening of the first restaurant in the United States marks a strong development of TNI King Coffee in the world market," said Le Hoang Diep Thao, founder and CEO of TNI King Coffee, which has opened a headquarters in Lake Forest, Calif., to facilitate U.S. expansion.
According to the company, the interior of the Anaheim store is designed to combine East-meets-West culture, which is reminiscent of the country and people of Vietnam. The menu includes a full range of traditional Vietnamese coffee beverages and more standard options such as the café latte. In addition to hand-crafted coffee drinks, the offerings also include light meals and pastries.