return icon Vietnamnet.vn

Vietnamese banh mi shop famous in the US

 VietNamNet Bridge – Made by Vietnamese and bearing the Vietnamese flavor and style, Lee’s Sandwiches has quickly become one of the most popular fast food restaurants in the US.  

VietNamNet Bridge – Made by Vietnamese and bearing the Vietnamese flavor and style, Lee’s Sandwiches has quickly become one of the most popular fast food restaurants in the US.  



{keywords}




Vietnamese banh mi sandwiches have been recognized by global citizens as a “super food” one should taste at least once in life. Banh mi is a wonderful combination of bread and stuffing including meat, cucumber, spices and others, which creates distinctive flavor.

Vo Van Quang, a branding expert, noted that Vietnamese banh mi products have been performing very well not only in the US but in European countries as well.

He noted that in the popular market segment, Vietnamese banh mi can compete well with the vendors at corners or on pavements, from Las Vegas to Manhattan to Washington DC.

In the high-end market segment, Vietnamese banh mi can be compared with French bread and Italian pizza, thanks to its “all in 1”, with exquisite taste and healthy nutrition.

Forbes, in its article about new trends in the world, mentioned Vietnamese-style sandwiches. In the article, the Vietnamese word “banh mi” was used instead of an English word.

Of the Vietnamese banh mi brands in the US, Lee’s Sandwiches is believed to be the best known and most successful. The brand has been developed by Le Van Ba and his son Le Chieu.

Chieu, who left Vietnam for the US in 1979, when he was just a third year student, decided to start with a banh mi vending machine, and then he set up Lee Bros company.

Lee Sandwiches is now one of the most popular fast food chains in the US which not only sells banh mi, but many other food items of Vietnamese cuisine, including soymilk and “ca phe sua da” (milk coffee). The company has also marketed Lee’s Coffee, a bottled coffee brand.

Following the great success in the US, Chieu has been trying to develop his brand in the homeland. However, the first product Chieu launched into the Vietnamese market was not Lee’s Sandwiches, but Lee’s Coffee.

Chieu set up a company, Le Tam Trade & Service Company, in which he holds the post of CEO. He joined forces with South Korean DeliManjoo, a bread manufacturer, to set up Lee’s Coffee shops in Vietnam.

A glass of Lee’s Coffee is $2.50 in the US, or over VND50,000, while it is sold for VND39,000 in HCM City. However, analysts noted that Chieu was not lucky with his business in Vietnam, in part because when Lee’s Coffee turned up in Vietnam, many other fast food shops and cafes were flooding the Vietnamese market. After making a big noise, Lee’s Coffee closed.

Mai Thanh

MORE NEWS

Hanoi targets GRDP per capita of 36,000 USD by 2045

Hanoi is set to become a globally-connected city with high living standards and quality of life, according to a new plan that aims to raise the Gross Regional Domestic Product (GRDP) per capita to 36,000 USD by 2045.

Vietnamese security expert honored by US wireless carrier

Ngo Minh Hieu, a white-hat hacker, has been honored by many US technology corporations.

Many real estate firms declared bankruptcy in 2022

The number of real estate firms declaring bankruptcy and dissolution in 2022 increased by 38.7 percent over 2021, according to the Ministry of Construction’s (MOC) recent report.

Electricity prices must be reasonable: PM

Prime Minister Pham Minh Chinh recently chaired a conference on domestic consumption and exports in 2023.

Vietnamese aviation market predicted to fully recover by year-end

The Vietnamese aviation market is forecast to fully recover by the end of this year, according to a global outlook for the aviation industry released by the International Air Transport Association (IATA) recently.

Many Japanese firms plan expansion in Vietnam: JETRO poll

Sixty percent of Japanese investors in Asia-Pacific polled in a 2022 survey by the Japan External Trade Organization (JETRO) said they plan to expand operations in Vietnam within the next two years.

Artificial intelligence programs can't replace human: Experts

With limited data resources and reliance on the will of programmers, AI-powered applications such as ChatGPT can give incorrect answers to user queries.

Despite decelerating, phone exports still have long-term prospects

Phones and components achieved an export turnover of US$57.9 billion last year, a year-on-year increase of only 0.8 per cent.

Hopes gaining ground for 5G commercialisation in 2023

With 5G commercialisation in the gun barrel for 2023, the road for tech players to expand in the market is around the corner, but more favourable conditions may be required to make the most of the situation.

HCM City to launch appropriate programs, policies to attract young talents

The Pham Ngoc Thach University of Medicine in HCM City on February 6 held a talk on seeking solutions for supporting and developing young talents and future leaders and implementing program 01 of the municipal Party Committee.

Admiring the tranquil beauty of the holy land

Located in Chuong My District of Hanoi, the ancient Tram Gian Pagoda has been known far and wide for its long history and beauty.

Central bank not tighten real estate credit: Deputy Governor

The State Bank of Vietnam (SBV) has never issued any documents or statements ordering credit for real estate be tightened, Deputy Governor Dao Minh Tu said on February 8.

Vietnamese Prime Minister starts official visit to Singapore

Prime Minister Pham Minh Chinh, his spouse, and a high-ranking Vietnamese delegation arrived in Changi Airport on February 8 afternoon, starting a three-day official visit to Singapore.

Businesses discuss ways to overcome challenges in 2023

Warned that uncertainties will still exist in 2023, businesses need to prepare well to weather the storm.

Vietnam's bond market remains quiet this year

The scale of debt in the corporate bond market is less than 15 per cent of GDP.
back_to_top