On October 20th, Bánh Mì Ơi, a modern Vietnamese sandwich chain once beloved by many young consumers, unexpectedly announced its closure on its Facebook page with the message: “It’s time to close this chapter.”
This announcement caught attention as Bánh Mì Ơi, owned by Big Belly Co., Ltd., had rapidly expanded across major cities and was hailed as a “new-age bánh mì model,” blending traditional flavors with contemporary F&B aesthetics.
Launched in 2021 as an “upgraded bánh mì for the youth,” Bánh Mì Ơi embraced a minimalist, youthful design, offering a streamlined menu focused on familiar yet innovatively crafted sandwiches. Operating through both storefronts and mobile carts, this strategy swiftly resonated with young consumers seeking fresh F&B experiences rooted in Vietnamese culture.
Its expansion accelerated during the F&B market’s post-pandemic recovery, fueled by rising franchise trends and demand for fast, efficient, operationally optimized models.
However, the F&B landscape has grown fiercely competitive in recent years. Similar concepts proliferated while traditional bánh mì brands aggressively expanded and modernized. Soaring rental costs, volatile ingredient prices, and the operational pressures of maintaining chain profitability emerged as significant hurdles for newcomers. Simultaneously, shifting consumer behaviors demanded greater menu variety, affordability, and continuous innovation.
Bánh Mì Ơi’s closure announcement did not specify reasons or outline plans for existing outlets or its founding team’s future endeavors. Many expressed regret and surprise at this abrupt ending.
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