Around 2016–2017, two longtime friends met again in Hanoi after many years studying, living, and working in Europe.
Like many Vietnamese living abroad, they often missed home — especially during long winters in Europe. They missed not only Vietnam itself, but also the simple feeling of eating something truly Vietnamese, quickly and conveniently, during busy working days.
They had both watched many Vietnamese food concepts attempt to enter international markets. Some created hope. Many eventually disappeared.
Still, they continued searching.
Both founders had worked part-time in international fast-food chains such as Burger King and chicken restaurant systems while living abroad. They understood both the power and the difficulty of operating fast-food chains successfully.
At the same time, they deeply admired the story of Turkish kebab culture throughout Germany and Europe.
A small, affordable food concept had helped generations of Turkish immigrant families build stable businesses, support their children, and integrate into society while still preserving their cultural identity.
That story became a major inspiration.
The question remained:
“What could become the Vietnamese version of that success story?”
The answer slowly appeared:
