THE VIETNAMESE FOODIES STORY

The Inception

Vietnamese Foodies was established in Istanbul, Turkey, in 2014 as a series of cooking classes led by two Vietnamese friends, Thu Do and myself. Our aim was to introduce the expat community in Istanbul to authentic Vietnamese cooking methods. At that time, there were no other Vietnamese restaurants in Istanbul, and the Asian food scene was limited. The cooking classes provided not only delicious and healthy Vietnamese cuisine but also a sense of camaraderie and togetherness within our community.

When I relocated to Dubai in 2016, I decided to continue offering cooking classes as it brought me immense fulfillment and joy. The classes consistently received 5-star ratings on Google reviews, thanks to the meticulous planning I put into each lesson, from the cooking sequences to the timing of each step. I made sure that every participant had hands-on experience in recreating the recipes exactly as they were taught. During these classes, I also learned about the preferences and dislikes of Dubai expats when it came to their food, such as their aversion to bone-in chicken in noodle soup or roasted dry shrimps in salads.

The Opportunity

BY LILY HOA NGUYEN, FOUNDER, VIETNAMESE FOODIES

With only two Vietnamese restaurants in Dubai at the time (now more than 10), my cooking class students often urged me to open my own Vietnamese restaurant, as they couldn't find the same taste and quality elsewhere. Although starting and running my own restaurant seemed like a distant dream for someone working in the corporate world, I seized the opportunity when we discovered a suitable location – a small lakeside restaurant in Cluster D, JLT. I believed there was a market demand for healthy and delicious Vietnamese food in Dubai and the UAE. In January 2018, we proudly opened our very first Vietnamese Foodies branch, which quickly gained popularity and became the talk of the town. We were the only restaurant in JLT with a wait time of 20 to 40 minutes for a table. Subsequently, we received recognition from Time Out Restaurant Awards, What's On, and BBC Good Food, earning nominations such as "Best Budget Restaurant," "Best Asian Restaurant," "Best Homegrown Restaurant," and "Best Healthy Restaurant." This solidified the fact that Vietnamese Foodies was a concept embraced and in demand in Dubai and the broader GCC market.

The Scaling-Up Journey

Although our first location in JLT was thriving, it was essential to expand into other neighborhoods in Dubai to fulfill our vision of becoming a leading brand in the Vietnamese and Pan-Asian casual dining market segment. Staying in a single location would expose Vietnamese Foodies to competition from other similar Asian and Vietnamese concepts. To achieve this, we invested our savings and secured financial backing from the bank to open our second location in Downtown, right across from Burj Khalifa, one of the most prestigious areas. We believed it would elevate the dining experience at Vietnamese Foodies and enhance our brand image. As soon as our Downtown branch gained popularity, we started receiving inquiries from prestigious developers such as Emaar, Majid Al Futtaim, Nakheel, and Aldar, inviting us to be part of their dining outlets. This made me immensely proud and encouraged, as it demonstrated that Vietnamese Foodies could stand alongside global brands like Wagamama, Starbucks, and Din Tai Fung and thrive in such a highly competitive environment.

The Global Playground

In just five years, Vietnamese Foodies has opened five branches, with plans for three more branches in 2023 and 2024. The business has transitioned from an independent outlet to a chain operation, and my daily efforts are dedicated to maintaining high standards of food and service quality while safeguarding the brand from imitation attempts from around the world. It is evident to many that Vietnamese Foodies is ready for global expansion, as it is the only Vietnamese restaurant chain of its kind outside of Vietnam. We are building and developing internal processes and capabilities to prepare ourselves for future growth opportunities beyond Dubai. At the same time, we remain committed to staying true to our identity as a homegrown, family-run business with a passion for serving the best Pho wherever we go.

What Could Have Been Done Differently?

Not a thing. Bringing authentic Vietnamese cuisine to Dubai's food enthusiasts and staying consistent with our identity have always been my top priorities, even if it meant sacrificing some financial gains. There are no regrets. Healthy, delicious food will always remain at the core of our business and serves as the driving force behind our growth.

Summer’s here and it traditionally brings with it travel season for expats and a slight emptying of our playgrounds in the Middle East. Leaving aside the fact that cities like Dubai are now much more “year-round” than they were when I first arrived in the region, I do always enjoy the summer break.