PhinDeli: Tasty Coffee Awakens Takeaway Market

 

In 2012, Mr Pham Dinh Nguyen made a successful bid to buy Buford Town (Wyoming, US) at Buford Trading Post for US$900,000, including a postal code, a school, a three-bedroom house, a petrol filling station and a convenience store. Buford Town is the smallest town in the US, set up more than 147 years ago. The bid for buying the Town of Buford stirred up a powerful media wave. The event attracted more than 1.3 billion views and had over 1,200 articles related to the auction.

 

More than a year after taking over this town, Mr Nguyen renamed it to PhinDeli Town. To realise the dream of bringing Vietnamese coffee to international markets, specifically the US, Nguyen, the founder of PhinDeli brand, determined to own a particular town that attracts the attention of the media so as to amplify the impact of the brand name and make PhinDeli the capital of Vietnamese coffee in the US.

 

Meanwhile, other coffee brands invest in coffee houses which are competing very stiffly among each other, he made a very bold decision: Developing a takeaway coffee system. This has made PhinDeli the No. 1 Vietnam takeaway coffee brand.

 

Currently, in Vietnam, PhinDeli coffee brand has been present at most B's Mart convenience stores as well as in restaurants, canteens, schools and fast food outlets. By the end of 2016, PhinDeli expects to expand in both scale and quality and bring its business PhinDeli coffee locations to thousands. Besides, the company has constantly improved coffee quality by combining modern methods and technologies to retain the natural flavour of the coffee.

 

The success of the takeaway coffee has given instant coffee a certain position in the market which is under very fierce competition. "When coffee enthusiasts take away coffee, they confidently buy the coffee to drink at home. This is the beauty of the takeaway," he said.

 

When the Trans-Pacific Partnership (TPP) takes effect in the coming time, PhinDeli sees this as a great opportunity for the boom of the beverage industry in general and PhinDeli coffee in particular. In this regard, Pham Dinh Nguyen said, " PhinDeli will participate in global value chains according to which exports will be increased and products are granted certificates of origin, thus creating opportunities to draw investment capital from companies in the US and other TPP member countries."

 

And, to prepare for new opportunities, PhinDeli will continue to build up its brand prestige, strengthen relationships with traditional customers, expand connections with potential customers, work out appropriate business strategies, and research customer tastes to structure appropriate product categories. In addition, PhinDeli will focus on researching its target customers and competitors' customers to make necessary changes to current and future requirements of customers for the company's products.

Currently, PhinDeli's major product lines are milk coffee, black coffee and chocolate coffee. The take away coffee guarantees 100 per cent taste of a traditional café, and complete health safety.