Mellower Coffee eyes Hong Kong

Chinese cafe chain Mellower Coffee plans to open its first outlet in Hong Kong later this year.

The company says a Hong Kong debut is part of a broader international rollout strategy, which has begun with the opening of the chain’s first outlet in Vietnam, (pictured above).

Located on first floor of Deutsches Haus building on Le Duan Street in Ho Chi Minh City, the boutique has a classic cafe configuration with sofa seats.

Mellower Coffee plans to adapt its menu to local tastes as it enters new markets. For example, in Vietnam it has created a new concept called “coffee + light food”, featuring salads, the traditional Vietnamese-style sandwich, the banh mi, and selected French desserts available all day. It also promises to bring three new products inspired by local culture, named “Saigon Impression”, “Ice Lemon Juice”, and “One Kaffee”.

A second Vietnam store will launch by the end of this year.

Mellower Coffee says it will open new stores in Los Angeles this August, and a Hong Kong launch will be “soon”.

The company currently has more than 80 stores worldwide, including in Shanghai, Beijing, Chongqing, Shenzhen, Singapore and South Korea.

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