When Annie Nguyen left California for Cairns () in 2014 on a working visa, she said “I’ll see you in six months” to friends and family. Fast forward to 2022 and she now runs a successful chain of stores specialising in Vietnamese iced coffee called caphe sua da.
Nguyen is honest and says the journey to her caphe sua da empire wasn’t easy and took a bit of convincing to get locals around the idea of the drink.
“At first I was just giving out samples. The funny thing is people were like ‘what is that?… ugh, cold coffee, iced coffee, condensed milk? I’m going to get so fat’,” she says.
Nguyen started trading at Rusty’s Markets, a stalwart central fruit and veg market where locals can rent a stall to sell fresh produce or homemade products. She set up with nothing but a coffee filter, some beans and a few cans of condensed milk.
Annie Nguyen believes in making an impact on her customers for the two minutes you have them. Source: Annee's
“The whole process for me was it was more of a hobby, it was just a weekend thing. It was a good opportunity for me to get to know people, make friends and get to know the community. I took the chance to really educate the people on what Vietnamese coffee is. This is why we use condensed milk, it’s a history of Vietnam, we don’t have dairy, and we use Robusta beans because the French brought them over.”
Nguyen’s attention to detail and passion for communication and education extends to her overall customer experience.
This is why we use condensed milk, it’s a history of Vietnam, we don’t have dairy, and we use Robusta beans because the French brought them over.
“What it is, is just me really building a relationship with my customers. I wanted to learn their names and know who they are. I knew they were locals so I started writing their names on their cups – doing that has really set up what Annee’s is today,” she says.
Soon enough it paid off.
“Some people tried it and some didn’t, but the ones who didn’t would see week after week more people waiting at my stall and eventually came around to it.
The taste won customers over and within months she’d upgraded from an ice box to a small storefront with one employee. “It was a pivotal moment for me and I really think that just set the business on a whole different level. She just really embodied everything I do.”
Coming from LA, Nguyen saw an opportunity to provide a good product and an even better service, not to mention an icy caphe sua da sure beats a steamed milk latte when it’s 33 and sunny out.
“The tropical climate is very similar to Vietnam. Australians are so particular with your coffee, you have a massive coffee culture and to be able to introduce something different in the right climate it was so easy,” Nguyen says.
Eventually, the lines grew and customers flocked. When an opening at a large central store appeared Nguyen jumped at it. Walk into the market from its southern entrance now and you’ll find customers outside Annee’s ordering up classic caphe sua da, or some of her signature creations made with coconut condensed milk, extra shots of cold brew coffee and other flavourings.
“I’m quite a creative person and am just trying to give a different offering that will give people an opportunity to personalise their drinks.
“We give people alternatives and offer a vegan menu as well, offering our drinks on coconut condensed milk is something quite common in Vietnam but not a big thing out here,” she explains.
Tropical or arctic, Nguyen sees the opportunity for Annee’s expansion as endless. , two in Cairns and two in Townsville, with plans to open down south and beyond. “I think we can put an Annee’s anywhere!”
Annie now employs a lively team across her four stores. Source: Annee's
She hopes for expansion, but without compromise. “My goal is to be Australia’s best company to work for, and how I get there I don’t know but that is my vision.”
Cairns, Queensland
