Brand collaborations
Collaboration with Jollibee Foods Jollibee owns several of the markets of the fast-food chains in the Philippines. On November 22, 2019, it made its joint venture with the Vietnamese brand Highlands Coffee public.
Jollibee had signed an agreement to make their joint venture firm 'Superfoods Group' to list at the Vietnam Stock Exchange. Superfoods is the owner of Highlands Coffee and other brands, such as Pho 24. In addition to being the fastest-growing joint-ventures of Jollibee, Superfoods has $55 million worth of annual sales. Moreover, with its revenues going 36% for its first nine months of operation, Highlands Coffee is currently basking in the growth rate of 78% from last year.
As per the agreement between Jollibee and Highlands Coffee, Jollibee will be the owner of 60% of the joint venture 'Superfoods', while Highlands Coffee will have the remaining 40%.[11]
IP Ventures and Highlands Coffee
IP Ventures—a private holding company in the Philippines—became the franchisee of Highlands Coffee in 2011.
IP Ventures signed an agreement with the Viet Thai International Joint Stock Company, which owns the Highlands Coffee brand, to officially have the rights to operate the coffee chain in the Philippines.[12]
The agreement was signed in front of the president of Vietnam, Truong Tan Sang, at the Philippine-Vietnam business forum held at the Sofitel Hotel in Manila while he was on a state visit to the Philippines in 2011.
Partnership with The Doughnut People Inc.
The Doughnut People announced their partnership with the Highlands Coffee on July 3, 2013.
The creators of the Go Nuts Donuts brand The Doughnut People Inc. has 26 stores in the Philippines in which they agreed to include the Highlands Coffee signature Vietnamese coffees and their ice blended Classic 'Freeze'; while the Highlands Coffee stocked up on several of the Go Nuts Donuts products in their stores.[13]
