Industry experts assert that to thrive in the F&B sector, restaurant owners must continuously adapt to market changes. This field is characterized by its “short lifecycle,” where many business models fade away or require reinvention within a few years.
However, numerous long-standing eateries rarely innovate, maintaining outdated facilities yet consistently drawing crowds.
Remarkably, some establishments charge premium prices and offer minimal customer accommodation, yet still attract long queues of patrons.
A historic restaurant in downtown Ho Chi Minh City, a favorite gathering spot for overseas Vietnamese returning home
According to Trần Khải Minh Nhật, an F&B training specialist, these are rare exceptions in the industry. They succeed not just by selling food, but by offering a narrative, memories, and emotions tied to the establishment. Patrons visit not merely to dine, but to relive a familiar ambiance—a piece of their past.
Such venues are typically family-run, preserved across generations. They maintain their authenticity, resist trends, and thereby retain loyal customers while attracting newcomers seeking unique experiences.
“A drawback of this model is its limited scalability, as everything is handcrafted, meticulous, and deeply tied to the owner’s personality. When younger generations take over, their desire to modernize often clashes with the ‘traditional identity’ and ‘new mindset,'” Mr. Nhật explains.
Thus, identity-driven business models suit those content with preserving core values and current scale, rather than pursuing growth or expansion.
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