Reborn Coffee (Nasdaq: REBN) appointed Thomas Tran as Chief Operating Officer and Chief Technology Officer, effective with its next growth phase. Tran, founder and CEO of ZAP Technologies, brings over 25 years of experience in technology-enabled commerce and multi-location merchant operations.
The dual-role appointment is intended to enhance Reborn Coffee’s operational execution, technology integration, licensing platform, and global expansion, including company-owned retail stores and international markets. The company highlights a focus on workflow discipline, customer engagement, and systemwide efficiency.
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AI-generated analysis. Not financial advice.
Positive
- Appointment of Thomas Tran as combined COO and CTO role
- Over 25 years of technology-enabled business and omni-channel commerce experience
- Background across POS, kiosk, web, mobile, loyalty, payments, and AI workflows
- Leadership expected to support operational efficiency and technology integration
- Experience aligned with retail, licensing, and international expansion initiatives
Industry experience
More than 25 years
Thomas Tran’s experience building technology-enabled businesses
$2.09
Last Close
Volume
Volume 30,641 is 0.64x the 20-day average of 47,976, indicating subdued trading interest pre‑announcement.
low
Technical
Shares at $2.09 are 39.07% below the 52‑week high of $3.43 and positioned below the 200‑day MA of $2.09.
REBN fell 3.24% while listed peers were mixed. Momentum scans only flagged PETZ moving down, with no broad restaurant peer participation, suggesting a stock‑specific setup rather than a sector rotation.
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Apr 23 |
Full-year earnings |
Positive |
+1.7% |
Reported 2025 revenue growth to $8.1M and expanded income streams. |
| Mar 24 |
China expansion update |
Positive |
+0.0% |
Opened Shenzhen flagship at Tencent HQ to anchor multi‑province China growth. |
| Mar 06 |
Co-CEO appointment |
Positive |
+1.2% |
Appointed Co‑CEO to strengthen logistics and secure new enterprise partnerships. |
| Feb 24 |
Distribution partnership |
Positive |
+6.5% |
Announced Sysco distribution deal to support national franchise expansion. |
| Feb 12 |
Logistics unit update |
Positive |
-4.6% |
Shared Reborn Logistics Q4 revenue and income with 2026 growth outlook. |
Recent strategic and growth updates have usually seen modestly positive to strong positive next‑day reactions, with one notable negative divergence on a logistics outlook update.
Over the last few months, Reborn Coffee has focused on growth and infrastructure. An Apr 23, 2026 earnings update highlighted 37% full‑year 2025 revenue growth to $8.1M and new income streams. Earlier, the company expanded in China with a flagship Shenzhen store and strengthened leadership via a new Co‑CEO to drive logistics and partnerships. A nationwide Sysco distribution deal on Feb 24, 2026 supported franchise expansion. Today’s leadership appointment fits this pattern of building capabilities to support retail, licensing, and international growth.
This announcement adds an experienced operator with over 25 years of technology and omni‑channel expertise to support Reborn Coffee’s next phase of retail, licensing, and international expansion. In recent months, the company has emphasized logistics build‑out, new partnerships, and flagship openings. At the same time, SEC filings have detailed ongoing losses and repayment obligations. Investors may watch how this leadership change translates into measurable improvements in operational efficiency, technology integration, and revenue mix over coming periods.
AI-assisted workflows
technical
“experience across POS, kiosk, web, mobile, loyalty, payments, AI-assisted workflows”
AI-assisted workflows are business processes where software using artificial intelligence helps people complete tasks faster, more accurately, or with less manual effort — like a smart assistant that suggests next steps, flags problems, or automates routine work. For investors this matters because such workflows can lower operating costs, speed product or service delivery, and scale a company’s output without a matching jump in headcount, all of which can improve margins and competitive position.
AI-generated analysis. Not financial advice.
Appointments Support Reborn Coffee’s Next Phase of Operational Discipline, Technology Integration, and Global Licensing Expansion
BREA, Calif., May 28, 2026 (GLOBE NEWSWIRE) — Reborn Coffee Inc. (Nasdaq: REBN) (the “Company”), a leader in the specialty coffee market, announced today the appointment of Thomas Tran as Chief Operating Officer and Chief Technology Officer. This appointment strengthen Reborn’s leadership team as the Company continues to advance its retail operations, licensing platform, and international expansion strategy.
Mr. Tran brings more than 25 years of experience building technology-enabled businesses across the United States and Vietnam, with expertise in omni-channel commerce, merchant operating systems, artificial intelligence workflows, loyalty platforms, payments, and multi-location business infrastructure. He currently serves as Founder and CEO of ZAP Technologies Inc., an AI-native omni-channel commerce and operations company for merchants. His experience in building scalable technology platforms and operating systems is expected to support Reborn’s efforts to improve operational execution, technology integration, and systemwide efficiency.
Mr. Tran’s operating background is particularly aligned with Reborn Coffee’s next phase of growth. Throughout his career, he has demonstrated the ability to build businesses from concept into scalable operating teams, develop multi-channel commerce platforms, and implement systems that improve workflow discipline, customer engagement, and organizational efficiency. His experience across POS, kiosk, web, mobile, loyalty, payments, AI-assisted workflows, and multi-location merchant operations is expected to create strong synergy with Reborn’s retail, licensing, and international expansion initiatives.
“Reborn is entering an important stage of execution, where operational discipline and technology integration are critical to supporting our next phase of growth,” said Jay Kim, Co-Chief Executive Officer of Reborn Coffee. “Thomas brings deep experience in building scalable technology platforms and merchant operating systems and we believe his leadership will help strengthen our internal infrastructure and position Reborn for sustainable long-term growth.”
As Reborn continues to pursue growth through company-owned retail operations, licensing initiatives, and international expansion, the Company remains focused on building a stronger foundation for scalable execution. The appointment of Mr. Tran reflects Reborn’s commitment to improving operational efficiency, enhancing technology capabilities, and supporting long-term growth across domestic and international markets.
About Reborn Coffee
Reborn Coffee, Inc. (NASDAQ: REBN) is a California-based specialty coffee retailer focused on delivering high-quality, handcrafted coffee experiences. With a growing global footprint and a dedication to innovation, Reborn is redefining the coffeehouse model through its premium products and technology-forward initiatives.
Forward-Looking Statements
All statements in this release that are not based on historical fact are “forward-looking statements.” While management has based any forward-looking statements included in this release on its current expectations, the information on which such expectations were based may change. Forward-looking statements involve inherent risks and uncertainties which could cause actual results to differ materially from those in the forward-looking statements, as a result of various factors including those risks and uncertainties described in the Risk Factors and Management’s Discussion and Analysis of Financial Condition and Results of Operations sections of our recent filings with the Securities and Exchange Commission (“SEC”) including our Form 10-K for the year ended December 31, 2024, which can be found on the SEC’s website at www.sec.gov. Such risks, uncertainties, and other factors include, but are not limited to, the Company’s ability to continue as a going concern as indicated in an explanatory paragraph in the Company’s independent registered public accounting firm’s audit report as a result of recurring net losses, among other things, the Company’s ability to successfully open the additional locations described herein as planned or at all, the Company’s ability to expand its business both within and outside of California (including as it relates to increasing sales and growing Average Unit Volumes at our existing stores), the degree of customer loyalty to our stores and products, the fluctuation of economic conditions, competition and inflation. We urge you to consider those risks and uncertainties in evaluating our forward-looking statements. We caution readers not to place undue reliance upon any such forward-looking statements, which speak only as of the date made. The Company undertakes no obligation to update these statements for revisions or changes after the date of this release, except as required by law.
Contacts
Investor Relations Contact:
Chris Tyson
Executive Vice President
MZ North America
REBN@mzgroup.us
949-491-8235
FAQ
What executive leadership change did Reborn Coffee (REBN) announce on May 28, 2026?
Reborn Coffee announced the appointment of Thomas Tran as Chief Operating Officer and Chief Technology Officer. According to Reborn Coffee, this dual role is designed to support operational execution, technology integration, and the company’s retail, licensing, and international expansion strategies.
Who is Thomas Tran, the new COO and CTO of Reborn Coffee (REBN)?
Thomas Tran is the new Chief Operating Officer and Chief Technology Officer of Reborn Coffee. According to Reborn Coffee, he brings over 25 years of experience building technology-enabled businesses, including omni-channel commerce, merchant operating systems, AI workflows, and multi-location business infrastructure.
What operational goals does Reborn Coffee (REBN) target with the new COO and CTO appointment?
Reborn Coffee aims to improve operational execution and systemwide efficiency with Thomas Tran’s appointment. According to Reborn Coffee, the company is focused on stronger internal infrastructure, technology integration, and scalable execution across company-owned retail stores, licensing programs, and international markets.
How might the new COO and CTO role affect Reborn Coffee’s technology integration?
The new role is intended to enhance technology integration across Reborn Coffee’s operations. According to Reborn Coffee, Tran’s expertise spans POS, kiosks, web, mobile, loyalty platforms, payments, and AI-assisted workflows, which is expected to align with retail and licensing expansion.
What does the Thomas Tran appointment signal about Reborn Coffee’s international expansion plans?
The appointment signals continued focus on international expansion for Reborn Coffee. According to Reborn Coffee, Tran’s experience in multi-location merchant operations is expected to create synergy with the company’s global licensing and retail initiatives across domestic and international markets.
