Starbucks Vietnam’s success isn’t just about its global brand—it stems from a long-term human resources strategy built on two pillars: a human-centric culture and substantial investment in employee development.
This is the story of how Starbucks Vietnam transforms its people-first strategy into an operational strength, answering the critical question: How can an F&B business retain young talent, a workforce known for its high turnover?
A Culture That’s Lived, Not Just Spoken
According to Starbucks Vietnam representatives, fostering a “Here You Belong” environment—where every partner feels valued and empowered to grow—is the cornerstone of their differentiation. This workplace culture promotes respect, humanity, and mutual support in daily operations.
Simple acts like genuine greetings or helping colleagues during peak hours are core values that ensure consistent customer experiences. Many partners attribute their long-term commitment to feeling heard, empowered, and recognized as vital team members.
Over 80% of store managers are homegrown talent—a rarity in the F&B industry. Starbucks Vietnam conducts over 300 training sessions annually, covering barista skills, customer service, store operations, and leadership development. By nurturing internal talent, the company reduces recruitment costs and time, enhances team stability, and preserves its brand essence in operations.
Extensive in-house training programs at Starbucks Vietnam
One store manager shared, “I started as a part-time barista in 2020 while still a student. I never imagined that within five years, I’d become a manager at a global coffee brand. Starbucks Vietnam showed me I could achieve more than I ever thought possible.” Such stories embody the culture and serve as the glue that keeps young talent engaged.
Gen Z Makes Up Over 80% of Partners—A Challenge and Opportunity
With Gen Z comprising over 80% of its workforce, Starbucks Vietnam exemplifies a highly youthful HR model. This demographic values flexibility, meaningful work, a supportive environment, and quick recognition with real empowerment.
Instead of forcing employees into molds, Starbucks designs systems tailored to Gen Z, including transparent two-way communication, clear evaluation systems, frequent feedback, spaces for personal expression, and flexible schedules for students.
This approach helps Starbucks attract and retain young talent—a challenge many F&B businesses struggle with.
Management Trainee 2025: Building the Next Generation of Leaders
In 2025, Starbucks Vietnam launched the industry’s first Management Trainee (MT) program, aiming to cultivate young leaders for the next 5–10 years. The inaugural season garnered over one million social media engagements and 3,500 applications nationwide.
These impressive numbers highlight the brand’s appeal to young workers and its potential to develop local talent for future leadership roles.
A Starbucks Vietnam representative stated, “Management Trainee is more than a recruitment program—it’s an investment in the leaders who will shape Starbucks Vietnam’s service standards and culture in the next decade.”
Training initiatives to groom the next generation of leaders
Compensation and Benefits—A Comprehensive, Human-Centric Strategy
At Starbucks Vietnam, compensation and benefits are designed around three elements: health and well-being, recognition and rewards, and personal growth opportunities.
“A happy partner radiates positive energy to customers—a cycle we strive to maintain,” emphasized a Starbucks Vietnam representative.
With an ambitious growth plan for 2025–2027, Starbucks Vietnam believes a deeply connected and resilient team is essential to sustaining service standards, scaling operations, and embodying the brand’s culture. This is why their HR strategy is considered a “core competitive advantage,” not just an internal policy.
Starbucks Vietnam’s story demonstrates that human resources are the foundation of customer experience, service quality, and brand sustainability—not just operational inputs.
Leading the Tourism, Food, and Hospitality sector for three consecutive years and ranking in the Top 4 of Vietnam’s Best Places to Work 2025 is no coincidence. It’s the result of a clear vision: “Putting people at the heart of the business.”
In a rapidly evolving labor market and consumer behavior landscape, Starbucks Vietnam’s focus on culture, training, and engagement serves as a case study for businesses seeking a competitive edge through people—not just growth speed.
Source: Anphabe Top 100 Best Places to Work in Vietnam® 2025, Mid-Sized Enterprises
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