Images shared on social media showed several The Coffee House branches with covered electrical outlets, some of which were “firefighting” with portable sockets, making the cafe space look messy.
Many customers expressed their frustration as visiting a cafe is not just about buying drinks but also about “buying the space” and the amenities that come with it. Some customers even went as far as to boycott and threaten to give the cafe a one-star review.
The Coffee House’s fan page later issued a statement, calling it “minor adjustments to refresh the space” with the aim of providing customers with a more complete and interesting experience whenever they visit.
Official statement from The Coffee House after customer backlash
A sealed electrical outlet. Photo: Social Media
The electrical outlets at The Coffee House will be arranged by zone to allow customers to choose a space that suits their needs. The cafe chain will temporarily restrict the use of sockets within a 2-meter radius around the counter area to ensure customer safety.
Commenting on this development, Mr. Tran Khai Minh Nhat, Vice Chairman and Head of Training at the Ho Chi Minh City Food and Food Association (FBA), said that The Coffee House chain is showing signs of “media crisis” due to poor internal coordination in refreshing the cafe’s image.
Many customers at The Coffee House use laptops
“The communication team should have informed and sought customer feedback before making changes, instead of only responding after receiving negative comments,” Mr. Nhat remarked.
According to Mr. Nhat, it is understandable that The Coffee House is repositioning itself under new management (Golden Gate) as the old model no longer fits the coffee culture and habits of Gen Z and Gen Alpha.
The Coffee House’s decision to divide the space into zones to cater to different customer groups, such as those who want to work or simply enjoy coffee, is a reasonable and financially balanced approach.
“In fact, there is a high demand for cafes as workspaces, and many cafe chains have successfully targeted this customer segment. They operate 24/7 and are always packed with customers, some of whom even purchase membership cards for long-term use,” shared Mr. Nhat.
At the end of 2024, the market was abuzz with news of The Coffee House changing ownership, but no one confirmed it. In April 2025, the financial report of Golden Gate Corporation confirmed that the company had completed the purchase of 99.98% of the shares of Vietnam Coffee and Tea Services Joint Stock Company (the owner of The Coffee House chain) at a temporary cost of VND 270 billion.
Following the transaction, The Coffee House became a subsidiary of Golden Gate.
