From
the first shop on Tran Huy Lieu street opened in October 2008, Banh Cuon Gia An
has developed into a chain with 13 shops.
Mon
Hue has developed more rapidly than Gia An thanks to methodical investment,
from shop decoration to menu design. Just within a short time, the brand has
become known throughout Hanoi and HCMC.
Huy
Viet Nam, which was established in 2007. Besides Mon Hue, Huy Viet Nam also
owns other Vietnamese food chains, namely Pho Ong Hung (Hung’s pho) and Com
Express.
In
the fast food sector, Hoang Minh Nhat, the Master Chef 2014 winner, has
developed a banh my brand which has conquered the hearts of Vietnamese and
foreign customers.
Quan
An Ngon and Quan Ngon with their shop networks in Hanoi and HCMC have also been
well known to customers.
The
owners of the brands have franchised the brand in Laos and Cambodia to bring
Vietnamese food to Viet Kieu (overseas Vietnamese) in the neighboring
countries.
Vietnamese
food chains are smaller than foreign owned chains, but they have great
potential to develop. In April 2015, Huy Viet Nam successfully called for
series C capital worth $15 million.
Minh
Nhat, with her banh my chain, targets young middle-class income earners who now
have the habit of eating out. Nhat said Vietnamese sandwiches are known because
of its crispy crust and special taste.
However,
analysts warned it is not easy to build up food chains bearing Vietnamese
brands.
Nguyen
Thanh Tung, the owner of a food chain in Hanoi, has shut down one shop
downtown, citing the high rent.
Pho
24, after a period of development, has been transferred to a foreign investor.
Once owning a large network with shops not only in Vietnam but also in overseas,
it has gradually left the market.
An
analyst commented that the retail rent is not related to the business
performance of the shops. The rent tends to increase because of the growing
tendency of opening food shops.
He
said that the success of food shops depends on financial capability, corporate
governance and marketing strategies. Vietnamese businesses are still weak in
these areas.
By Thanh Mai/
VNN