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The 5th wave of coffee is considered a significant step forward compared to previous coffee waves. During this period, we see the emergence of new and unique business trends and philosophies. Therefore, coffee shop owners or coffee enthusiasts may be interested in this new era. Let’s explore what the 5th wave of coffee is and some addresses applying it in Ho Chi Minh City in the following article with Kamereo!
What is the 5th wave of coffee?
The 5th wave of coffee is a concept developed by the strategic consulting company Allegra Strategies. This project was completed after two decades of research and analysis on the World Coffee Portal. The 5th wave is seen as the pinnacle compared to previous coffee industry development waves.
In particular, the 5th wave of coffee represents a new era. Where scale and quality are expanded to achieve sustainable coffee business results. In this stage, focusing on business vision, product quality, customer experience, and single investment models is essential.
Based on the impact of the 5th wave, successful business owners need to focus more on customers to create the most impressive experiences in both service and coffee flavor. Additionally, this can be a significant challenge for today’s coffee shops, as they need to meet the needs of unique consumer groups like Gen Z.
Overview of previous coffee waves
In addition to the 5th wave of coffee, the world has witnessed four other coffee waves that have changed many aspects of the industry including:
1st wave of coffee – Traditional coffee culture
The 1st coffee wave began in the 20th century when coffee was still served in a traditional way through roasting and processing as a foodstuff. At this time, coffee quality was assessed based on purity and richness of flavor. People often prefer varieties with their own unique characteristics over “instant noodles.”
Therefore, coffee was often enjoyed simply with sugar or condensed milk and without adding any other additives. Although it became popular in Europe in previous centuries, this drink has not been thoroughly researched and developed as a specialized product.
2nd wave of coffee – Brand chains
In the second coffee wave, consumers enjoyed coffee more meticulously in terms of both flavor and cafe ambiance. Accordingly, the coffee roasting process became increasingly refined, bringing out higher flavors and quality.
In 1970, the 1st wave of coffee transitioned to the 2nd wave with the emergence of Starbucks chains. In particular, coffee chains attracted the attention of young people and opened up new markets in the 90s.
Coffee was served in a unique space, creating a romantic atmosphere. This wave opened up a bright future, as coffee became a popular beverage used worldwide.
3rd wave of coffee – Craft coffee
In the mid-2000s, consumers became increasingly aware of the importance of coffee cultivation and production for human health and the environment. Therefore, organic coffee or pure coffee through manual brewing processes became more popular and preferred.
At the same time, information about origins, sources, and processing methods became transparently provided. Consumers became more concerned about whether what they used daily was safe for food hygiene.
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4th wave of coffee – Scientific coffee
In the 2010s, coffee became a scientifically valuable product, not just a sensory one. Accordingly, coffee associations worldwide contributed together to establish evaluation standards such as: SCA, CQI,… to support the comprehensive development of the industry.
Therefore, coffee has been increasingly improved in flavor and exploited new potentials through the use of fermentation processing methods. The coffee industry also saw the emergence of many innovations in equipment and analysis tools to create stability for coffee bean quality.
New business thinking for new waves
In the 5th wave of coffee, successful businesses need to identify target customer groups and provide them with the most unique experiences. In particular, the first factor to develop is the constant striving for perfection, caution, and refinement in all processes.
In addition, brand managers need to have a deep understanding of organizational culture, systems, and reasonable business processes to ensure cafe efficiency. Investing in advanced technologies is also necessary to optimize the customer experience.
Requirements for service and product quality
In the 5th wave of coffee, the scale of coffee shops does not necessarily have to be too large. At the same time, you don’t need extremely expensive products or own chains with hundreds of stores. What needs to be done is to improve the quality of interaction with customers, which requires discipline, sensitivity, and continuous innovation.
In particular, the 5th wave does not only apply to the coffee industry but also extends to many other fields such as retail, restaurants – hotels, sports, and technology. All recognize today’s need to enhance the quality and experience of customers to maintain competitiveness.
Experiencing the 5th Wave of Coffee in Ho Chi Minh City
Currently, many coffee shops have successfully implemented the changes of the 5th wave in their business operations such as:
Lacàph
Lacàph is a company specialized in coffee production and export. The brand carefully selects high-quality coffee beans from partner farmers, then processes them in modern facilities and packages them carefully to serve busy customers who still want to enjoy good coffee.
In addition to the buyer-seller relationship, Lacàph also regularly visits partner farmers in Dak Nong, Lam Dong, Son La, … to better understand the coffee production process from cultivation to processing. Thus, the brand can convey the true value of high-quality coffee beans to customers.
If you have the opportunity to visit Lacàph Espresso Bar and Lacàph Space Saigon, let curiosity and passion for coffee lead you. Here, you will not only enjoy high-quality handcrafted coffee but also learn more about the best quality coffees in Vietnam.
- Phone: 086 672 1202
- Website: www.lacaph.com
- Facebook: www.facebook.com/lacaph.coffee
- Locations:
- Lacàph Bar: 51 Dong Khoi, Ben Nghe Ward, District 1, Ho Chi Minh City.
- Lacàph Coffee Experiences: 220 Nguyen Cong Tru, Nguyen Thai Binh Ward, District 1, Ho Chi Minh City.
Bosgaurus Coffee Roasters
Bosgaurus Coffee Roasters was established in 2016, with the goal of bringing Vietnamese coffee to the world. This brand can be seen as a pioneer in bringing Arabica coffee beans to Vietnam. At the same time, Bosgaurus also supports farmers in applying new techniques and management methods, helping to reduce production costs and increase the value of coffee beans.
The special thing about Bosgaurus is the combination of high-quality coffee with modern brewing methods at a high level of precision. Therefore, their products can provide the most interesting experience for coffee lovers.
In addition, the space at Bosgaurus is inspired by the simple architecture of Japan and Scandinavia. This helps create the best conditions for customers to focus entirely on enjoying the flavor of coffee.
- Phone: 090 142 68 77
- Website: bosgauruscoffee.com
- Facebook: www.facebook.com/bosgauruscoffeeroastersofficial
- Location: 92 Nguyen Huu Canh, Ward 22, Binh Thanh District, Ho Chi Minh City.
Là Việt
Là Việt quickly gained points with customers thanks to its unique coffee blending, combined with alcohol or cocktails. They are also one of the brands promoting “green living” awareness by prioritizing the use of glass bottles and limiting the use of plastic cups, using fabric cup liners, … for common goals of the Government and the world.
In particular, Là Việt controls from selecting coffee from seedlings to the final coffee cup brewing process. Therefore, they can provide a great experience for all the senses of coffee enthusiasts.
At Là Việt, you can easily choose your favorite drinks and comfortably engage in coffee conversations with friends or family. What the brand desires most is to accompany coffee lovers and coffee farmers in Vietnam to create a “beautiful” coffee drinking culture.
- Phone: 0263 3981 189
- Website: laviet.coffee
- Facebook: www.facebook.com/coffeelaviet
- Locations:
- 193 Hai Ba Trung, Ward 6, District 3, Ho Chi Minh City.
- 57A Tu Xuong, Ward 7, District 3, Ho Chi Minh City.
- 16 Ba Huyen Thanh Quan, Ward 6, District 3, Ho Chi Minh City
- 6D Tran Quang Dieu, Ward 13, District 3, Ho Chi Minh City.
Conclusion
The 5th wave of coffee is one of the changes that contribute to sustainable values for the industry and aligns with societal development. Therefore, coffee business enterprises need to change to meet these requirements in order to increase competitiveness. Hopefully, this article provides useful information for you.
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