{"id":25609,"date":"2026-08-12T17:55:53","date_gmt":"2026-08-12T10:55:53","guid":{"rendered":"https:\/\/b-company.jp\/?p=25609"},"modified":"2026-08-12T17:55:53","modified_gmt":"2026-08-12T10:55:53","slug":"fb-franchise-in-vietnam-why-2026-is-becoming-a-more-selective-expansion-phase","status":"publish","type":"post","link":"https:\/\/b-company.jp\/vi\/fb-franchise-in-vietnam-why-2026-is-becoming-a-more-selective-expansion-phase\/","title":{"rendered":"Nh\u01b0\u1ee3ng quy\u1ec1n F&B t\u1ea1i Vi\u1ec7t Nam: T\u1ea1i sao n\u0103m 2026 tr\u1edf th\u00e0nh giai \u0111o\u1ea1n m\u1edf r\u1ed9ng ch\u1ecdn l\u1ecdc h\u01a1n"},"content":{"rendered":"

\"B&Company-Vietnam<\/a><\/p>\n

<\/div>
<\/div><\/div><\/div>
<\/i><\/div>

B&Company is the first Japanese company specializing in market research and investment consulting in Vietnam since 2008.<\/em><\/p>\n

In this section “Vietnam Briefing”, young researchers of B&Company will provide timely information of Vietnam’s industrial trends, consumer trends, and social movements.<\/em><\/p>\n

This article is written in English and automatic translation is used for other language versions. Please refer to the English version for accurate content. Although we strive to ensure the accuracy of the original information, please check separately for each information. Interpretations and future prospects are the personal opinions of each researcher. <\/em><\/p>\n<\/div>\n\t

\n\t\t
\n\t\t\t\n\t\t<\/div>\n\t<\/div>\n

Vietnam\u2019s food and beverage market remains attractive, but 2026 is no longer a simple store-count expansion phase. After years of rapid growth, the market is becoming more selective as consumers demand better value, operators face higher costs, and weaker outlets exit. Franchising remains a practical entry model for foreign brands, including Japanese food and beverage companies, but success now depends on sharper positioning, stronger unit economics, location discipline and local adaptation.<\/p>\n

From fast expansion to selective growth<\/strong><\/h3>\n

Vietnam\u2019s food and beverage (F&B) market is still growing, but the quality of growth is changing. In 2025, the market reached about VND 726.5 trillion in revenue, up 5.5% from 2024. The number of F&B outlets reached around 329,500, up only 2.0% year-on-year. For 2026, the market is forecast to reach about VND 760 trillion in revenue and 333,600 outlets, equivalent to revenue growth of around 4.6%[1]<\/a>.<\/p>\n

These figures show that consumer spending on eating and drinking has not weakened. However, they also show that Vietnam is moving away from the earlier phase of rapid outlet expansion. The market is becoming more mature, with stronger pressure on cost control, operating efficiency and business-model sustainability.<\/p>\n

For franchising, this is an important shift. Vietnam is still open to new brands, but store expansion now needs clearer justification. A concept must be able to answer basic commercial questions: who will buy, how often, at what price point, in which format, and whether the franchisee can earn an acceptable return after rent, labor, food cost and franchise fees.<\/p>\n

Number of foreign food and beverage franchise brands by country (%)<\/strong><\/p>\n

\"Number<\/p>\n

Source: B&Company<\/em><\/p>\n

Why franchising still matters<\/strong><\/h3>\n

Franchising remains relevant because Vietnam\u2019s F&B market is highly fragmented. Independent restaurants, caf\u00e9s and street-side operators still account for a large share of outlets, while chains continue to gain visibility in malls, commercial streets, residential clusters and delivery platforms.<\/p>\n

Number of foreign franchise brands by industry<\/strong><\/p>\n

\"Number<\/p>\n

Source: B&Company<\/em><\/p>\n

The commercial franchise market has expanded steadily since Vietnam joined the World Trade Organization in 2007. By the end of 2024, Vietnam had 330 registered foreign franchise brands, roughly three times the level of ten years earlier. Food and beverage was the largest franchise sector, accounting for 45% of registered foreign franchise brands[2]<\/a>.<\/p>\n

The number of foreign F&B franchise brands also increased from 41 in 2014 to 178 in 2024. The sector covers coffee, tea, fast food, barbecue, bakery, desserts and casual dining. Large brands such as Highlands Coffee, Trung Nguyen, Lotteria, KFC and Jollibee have established broad visibility, while newer or niche formats continue to test the market.<\/p>\n

A market shakeout is changing the expansion logic<\/strong><\/h3>\n

The more selective environment is visible in store closures. In the first half of 2025, more than 50,000 F&B outlets in Vietnam closed, marking another major shakeout after the wave of closures seen in early 2024[3]<\/a>.<\/p>\n

This does not mean eating-out demand has disappeared. Instead, weaker models are being filtered out. Operators face pressure from ingredient costs, labor costs, rent, tax compliance, food-safety expectations and consumer selectivity. In 2025, 69.38% of F&B businesses reported pressure from rising raw-material costs. At the same time, issues such as electronic invoices, tax declaration and labor obligations were increasingly seen as part of the cost of operating in a more formalized market[4]<\/a>.<\/p>\n

This shakeout changes the logic of franchising. Earlier, the priority was often speed: open quickly, gain brand visibility and secure prime locations. In 2026, the priority is more likely to be store quality. A brand that opens fewer but stronger stores may perform better than one that expands aggressively without operational control.<\/p>\n

What changes in the 2026 franchise strategy<\/strong><\/h3>\n

The selective expansion phase requires a different way of thinking.<\/p>\n\n\n\n\n\n\n\n\n
Area<\/strong><\/td>\nEarlier expansion logic<\/strong><\/td>\n2026 selective expansion logic<\/strong><\/td>\n<\/tr>\n
Store opening<\/td>\nExpand quickly to secure visibility<\/td>\nOpen only where demand, rent and payback are justified<\/td>\n<\/tr>\n
Menu strategy<\/td>\nBring the original foreign menu to Vietnam<\/td>\nAdapt taste, portion, price and seasonal products<\/td>\n<\/tr>\n
Brand positioning<\/td>\nRely on foreign or premium image<\/td>\nShow clear value, quality and repeat-use reason<\/td>\n<\/tr>\n
Location<\/td>\nPrioritize prime streets and malls<\/td>\nCompare mall, street-front, residential cluster and delivery formats<\/td>\n<\/tr>\n
Franchisee support<\/td>\nProvide basic brand manuals<\/td>\nStrengthen operations, procurement, marketing and data support<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

B&Company’s synthesis<\/em><\/p>\n

Location strategy is especially important. As of mid-2025, Vietnam had around 299,900 active F&B outlets, down 7.1% from 2024. The wave of closures created risk, but it also released some street-front and mall locations for better-capitalized operators with stronger concepts. In Ho Chi Minh City, choosing the right F&B location has become one of the most consequential decisions for new entrants and expanding chains[5]<\/a>.<\/p>\n

This means that a franchise feasibility study should not stop at total market size. It should compare catchment areas, rent levels, foot traffic, nearby competitors, office and residential density, delivery radius and mall tenant mix. For some concepts, a high-rent central location may be necessary for branding. For others, a residential cluster, kiosk or delivery-first format may offer better economics.<\/p>\n

Implications for Japanese F&B brands<\/strong><\/h3>\n

Japanese F&B brands still have a positive image in Vietnam. Japanese food is often associated with quality, hygiene, precision and authenticity. Concepts such as ramen, sushi, curry, bakery, matcha, tea, desserts, izakaya, yakiniku and premium casual dining can fit Vietnam\u2019s urban consumer base.<\/p>\n

Japanese food and beverage franchise brands (May 2025)<\/strong><\/p>\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Brand<\/strong><\/td>\nProduct<\/strong><\/td>\nYear<\/strong><\/td>\nStore number<\/strong><\/td>\n<\/tr>\n
Total<\/strong><\/td>\nHanoi<\/strong><\/td>\nHCM<\/strong><\/td>\nDa Nang<\/strong><\/td>\n<\/tr>\n
Beard Papa\u2019s<\/a><\/td>\nCake<\/td>\n2017<\/td>\n16<\/td>\n8<\/td>\n8<\/td>\n0<\/td>\n<\/tr>\n
Gyu Shige<\/a><\/td>\nBBQ<\/td>\n2016<\/td>\n10<\/td>\n1<\/td>\n9<\/td>\n0<\/td>\n<\/tr>\n
Coco Ichibanya<\/a><\/td>\nRamen<\/td>\n2017<\/td>\n6<\/td>\n1<\/td>\n5<\/td>\n0<\/td>\n<\/tr>\n
Chateraise<\/a><\/td>\nCake<\/td>\n2024<\/td>\n5<\/td>\n0<\/td>\n5<\/td>\n0<\/td>\n<\/tr>\n
Gyu Kaku<\/a><\/td>\nBBQ<\/td>\n2023<\/td>\n5<\/td>\n1<\/td>\n4<\/td>\n0<\/td>\n<\/tr>\n
Botejyu Okonomiyaki<\/a><\/td>\nFood<\/td>\n2017<\/td>\n5<\/td>\n1<\/td>\n4<\/td>\n0<\/td>\n<\/tr>\n
Basta Hiro<\/a><\/td>\nPasta<\/td>\n2017<\/td>\n5<\/td>\n1<\/td>\n5<\/td>\n0<\/td>\n<\/tr>\n
Hachiban Ramen<\/a><\/td>\nRamen<\/td>\n2024<\/td>\n3<\/td>\n0<\/td>\n3<\/td>\n0<\/td>\n<\/tr>\n
Pablo Cheesetar<\/a><\/td>\nCake<\/td>\n2021<\/td>\n3<\/td>\n2<\/td>\n1<\/td>\n0<\/td>\n<\/tr>\n
Gutten Sushi<\/a><\/td>\nSushi<\/td>\n2018<\/td>\n1<\/td>\n0<\/td>\n0<\/td>\n1<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n

B&Company’s synthesis<\/em><\/p>\n

However, Japanese presence in Vietnam\u2019s F&B franchise market remains limited compared with the overall opportunity. As of May 2025, examples of Japanese F&B franchise brands included Beard Papa\u2019s, Gyu Shige, Coco Ichibanya, Chateraise, Gyu Kaku, Botejyu, Basta Hiro, Hachiban Ramen, Pablo and Gutten Sushi. The number of stores per brand was still relatively modest compared with leading coffee and fast-food chains.<\/p>\n

The key issue is not whether Vietnamese consumers like Japanese food. Many already do. The more difficult question is whether the concept can be localized without losing its identity. A ramen brand may need to adjust broth intensity, portion size, side dishes and price range. A Japanese tea or dessert brand may need stronger flavor, more accessible packaging or clearer communication about ingredients.<\/p>\n

A Japanese tea market-entry case illustrates this point. Local feedback showed that the product was considered high quality, but its taste profile was too mild and its price was much higher than comparable products already available in Vietnam. This type of feedback is essential because Vietnamese buyers evaluate not only origin and quality, but also taste intensity, packaging, commercial margin and repeat-purchase potential.<\/p>\n

B&Company support<\/strong><\/h3>\n

B&Company has practical experience supporting food and beverage companies in Vietnam through market research, consumer surveys, competitor mapping, location analysis, distributor search and business matching. Its project experience covers franchise market assessment, store-location analysis, product localization feedback and partner screening for foreign brands entering Vietnam.<\/p>\n

For F&B franchise projects, B&Company can support commercial due diligence, market sizing, consumer demand analysis, competitor benchmarking, site and format assessment, franchise regulation review, partner screening and unit economics benchmarking. B&Company can also conduct interviews with consumers, landlords, distributors, franchisees and operators to test whether a concept is commercially viable in Vietnam.<\/p>\n

Vietnam\u2019s F&B franchise market is still open, but it is no longer a simple expansion story. In 2026, the winning brands will likely be those that combine clear positioning, local adaptation, operational discipline and realistic financial planning.<\/p>\n

Read more<\/strong><\/h3>\n

Vietnam\u2019s F&B Franchising Industry: From expansion to consolidation<\/a><\/p><\/blockquote>\n