Challenges in the F&B Industry
The F&B industry in Vietnam has reached a stage of near saturation. Competition is intense, operating costs continue to rise, and customer expectations evolve faster than ever. Today, maintaining stability is often as challenging as pursuing growth.
We understand this reality well—and we choose to stay.
Our family has been part of the F&B industry for more than 20 years. We have seen the market in its early days, its rapid expansion, and now its phase of consolidation. Through these cycles, one thing has remained constant: this is not just a business to us; it is a craft we are committed to.
In a saturated market, staying in the industry requires more than ambition. It demands discipline, clarity, and the ability to adapt without losing direction. Growth is no longer about moving fast, but about moving right—focusing on quality, long-term relationships, and earned trust.
These challenges have also reminded us of the true nature of F&B. It is not only about products or transactions, but about people. Every decision affects partners, customers, and the families behind every meal.
Despite the challenges, we continue to do this work—not out of habit, but out of belief. We believe there is still room for those who work with integrity, patience, and responsibility.
The industry may be saturated, but our commitment is not. We remain in F&B because it is what our family has chosen for over 20 years—and what we continue to believe in today.
