On social media, customers have raised concerns about The Coffee House discreetly sealing power outlets at some locations. Many long-time patrons of the coffee chain expressed dissatisfaction, viewing the removal of this amenity as a subtle way to politely ask those who use coffee shops as "mobile offices” to leave.

Since Covid-19, Tran Thu Huong, a part-time accountant in Hanoi, has shifted to freelancing as a tax consultant for multiple businesses. She often uses coffee shops as her workspace.

Huong said she feels isolated and distracted when working from home because she may lose concentration with household chores. Coffee shops offer a refreshing environment that sparks creativity, reduces monotony, and provides flexibility without the constraints of an office lease.

For Huong, power outlets are a key factor when choosing a coffee shop. In the digital age, laptops, tablets, and smartphones are essential for work and entertainment. Accessible outlets make customers feel comfortable and encourage longer stays.

“I often work at coffee shops and need power outlets. If they’re sealed, the place doesn’t meet my needs, and I won’t return,” Huong said.

A Mibrand Vietnam report showed that people earning VND5-10 million/month visit coffee shops most frequently, about 1-3 times per week, followed by those earning VND10-20 million/month. Most customers in these groups are office workers, freelancers, and students.

Phi Lan Khoa, founder of Tiny Cafe, said coffee shops are no longer just meeting spots but also spaces for work and study. With digital advancements, many remote workers choose coffee shops over renting offices, leveraging creative spaces at a low cost.

They save money in a new way: no office rent, no home utility bills—using coffee shops as a flexible, efficient option.

A favorite coffee shop isn’t just about tasty drinks or aesthetics but meeting practical needs: for VND30,000-40,000 per drink, customers can stay all day with comfortable seating (wide tables, outlets, strong wifi, relaxing ambiance), friendly service, and a brand that resonates.

And most importantly, trust. Only when product and service quality remains stable and improves will customers be willing to stick around for long term.

Nguyen Phuong Thuy, who runs a coffee shop in Hanoi, said customers lingering for hours over one coffee lowers revenue per sqm and per hour.

Shops face fixed and variable costs to maintain spaces and services, including electricity (lighting, air conditioning, wifi, laptop charging), water, staff wages, cleaning, and asset depreciation. Low revenue per customer with long stays severely impacts profit margins.

However, prioritizing short-term cost-cutting over customer experience risks, café owners may face the risk of losing loyal patrons and competitive edge.

On whether to seal outlets to deter lingering, Thuy said: “Imagine a customer rushing to finish work but their laptop battery is low, and the shop has no available outlets or they’re sealed. They’ll feel disappointed and are unlikely to return.”

Thuy noted that freelancers, students, or anyone needing a quiet workspace outside an office are potential customers. They may linger but often order more drinks or food, offsetting their “space occupation” and boosting overall revenue. Comfortable, productive customers are more likely to return regularly.

Viet Hung, owner of a franchised coffee shop in Thanh Xuan district in Hanoi, said a shop full of people working or chatting for hours signals to passersby that it’s popular, comfortable, and offers good service.

“New customers would think that if people can stay that long, this place must be pleasant with essential amenities,’” Hung said.

This crowd psychology builds trust: if many people want to stay there for a long time, the shop must have something special. It creates a positive first impression, encouraging newcomers to try it.

Hung added that in a competitive coffee market, free wifi and outlets are now basic standards. Sealing outlets would push customers to competitors with better services, costing potential patrons.

Asked about solutions, Thuy said instead of letting customers monopolize large tables or shared spaces, her shop reserves a dedicated corner for these customers with ample amenities like outlets and laptop space, making customers feel comfortable and focused. This keeps the shop tidy and avoids clutter from scattered belongings.

Hung emphasized the need to improve service and product quality to enhance experiences and retain loyal customers. When drinks are excellent, the ambiance cozy, and service top-notch, customers feel their money is well spent and are less likely to linger with just one drink.

Nguyen Le