Industry News | August 8, 2008

Lee's Sandwiches Goes International

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In recognition of the Asian day of fortune and prosperity, Lee's Sandwiches announced today its first international Lee's Coffee opening in Vietnam.

In a major partnership with the Korean-based pastry company, Deli Manjoo, Lee's Coffee is opening in the Central Business District 1 of Saigon, Vietnam.

The 100-seat Lee's Coffee occupies the five-story corner unit on Ham Nghi, one of the busiest streets in Saigon. The menu features Lee's famous ca phe sua da, the Vietnamese style French pressed coffee. The extensive beverage line includes a variety of flavored sugar cane juices, smoothies, blended juices and Italian sodas. The glass display cases are filled with fresh pastries, cookies, and fresh fruits.

The Deli Manjoo pastries are made with corn-shaped molds and are filled by two tubes, one for the outer cake and one for the cream filling, then rotated around to an oven underneath. Within one rotation the pastries are ready--fresh and hot. The aroma and taste will seduce and win over any customers.

Lee's Sandwiches started in San Jose in 1983 and revamped its concept by adding European sandwiches along with its famous Vietnamese sandwiches, "banh mi" in 2001. Within seven years, Lee's Sandwiches has grown to 36 stores in California, Arizona, Texas, and Oklahoma.

Lee's Coffee concept has a more exclusive menu than the original menu and focuses more on coffees, beverages, and pastries. The coffee beans are from Vietnam, but the coffee itself is made in America and shipped to Vietnam to ensure the distinct Lee's Coffee taste many have grown accustomed to.

The targeted customer base for this store is the business district employees and international travelers, savvy consumers who are interested in international-quality product and experience.

Lee's Coffee and Deli Manjoo plan on expanding this concept and opening locations in Korea, China, Taiwan, and Japan in the near future.

Lee's Coffee is located on 80 Ham Nghi, District 1, Saigon, Vietnam. Doors open at 8:00 am.

To read more about Lee's Sandwiches, see QSR's February 2008 cover story on the chain.