Doanh Nhan Vietnam is carrying an article about Vietnamese coffee chains expanding into international markets. Of particular interest, however, is a quote in the article from the former Marketing Director of Cong Coffee, Tran Tien Dat, in which he explains Cong Cafe’s thinking when it comes to expanding.

“One of the first questions to answer is whether we are suitable to succeed abroad, or do we simply think that if our products are accepted in Vietnam, they will be successful… One of the sayings that I really like is that it is better to focus on quality over quantity, to focus on serving the domestic market and doing it well than to focus on many markets and do it wrong,” according to Tran.

Sage advice for other Vietnamese firms looking to expand abroad *cough* Vinfast *cough*.

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