Vietnamese coffee shop Third Watch will expand into the South Asian market after granting exclusive franchise rights to Indian group FranGlobal.
The strategic partnership aims to establish 100 stores across India, Nepal, Sri Lanka, and Bangladesh by 2034, as reported The World Coffee Portal.
FranGlobal chairman Gaurav Marya expressed confidence that Three O'Clock's double menu of coffee and tea will attract young consumers in these regions.
The shop offers from classic espressos and americanos to salted coffees and espresso tiramisus, available both hot and cold.
Its milk tea selection includes jasmine oolongs, cloudy avocado leaf tea and full leaf black tea.
Founded in 2016, Three O'Clock is building a presence in Vietnam with ten stores offering 24-hour service in Ho Chi Minh City.
The product is expected to go on display globally in India by May 2025, with FranGlobal targeting high-traffic areas such as shopping centers and airports in major cities such as Bangalore, Chennai, Hyderabad, Mumbai and Delhi.
Three O'Clock founder and CEO Thuan Nguyen considers this agreement an important step to promote Vietnamese coffee globally.
In accordance with The World Coffee Portal research, Vietnam's branded coffee shop industry is strong, with more than 5,700 shops and more than 50 employees.
Although international expansion poses financial and operational challenges for Vietnamese brands, few have succeeded in going overseas.
The growing interest of Vietnamese coffee chains is evident. In 2024, Trung Nguyen Legend Group announced plans for international growth including markets such as Australia and Canada.
With the new partnership, Three O'Clock joins FranGlobal's extensive portfolio of licensed store brands such as Le Pain Quotidien, Café Amazon, Peet's Coffee and Daily Coffee.
“The Third Watch expands into the South Asian market” was originally created and published by Verdict Food Service, a brand owned by GlobalData.
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