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From Corporate to Culinary-How this Former Attorney is Bringing Vietnamese Cuisine into the Mainstream
Like many franchisors, my career path couldn't have started further from the world of franchising. I was an attorney before I founded Bun Mee and at that point in time, I thought law was where I would stay. I was content with being an attorney and quite good at It. It was a storm or several whirlwind circumstances that gave me what I believe was a wake-up call and made me realize I wanted to do something different. My father passed away and I was on the partnership track at a law firm In Seattle. It was a crazy time for me to begin Wiyh. He only had seven months to live and I've always been very close to him, so his dying was truly the catalyst and the life-changing moment that made me reconsider my career path. I wanted to be intentional about what I wanted to do-this intentionally made me realize I no longer wanted to practice law, but do something to reconnect with my father's memory and my culture.
The idea for Bun Mee flourished from a trip I took to Vietnam to spread my dad's ashes back in 2008. I had these incredibly versatile street food experiences and was able to venture into people's homes and kitchens to see how they cooked. Having them show me their recipes and telling me their stories planted the seed for what Bun Mee would ultimately become. To be frank, It was a culmination of this kind of Eat, Pray, Love trip back to Vietnam that shifted my perspective on life. I loved the hustle and bustle of the night markets and obviously It was a surreal, full-circle moment to be reconnecting with me and my dad's culture. All the sights, sounds, and smells were so captivating. You walk down the street and see vendors each specializing in one dish, utilizing recipes that have been closely guarded for generations. One of my fondest memories was getting to eat different banh mi sandwiches and noting the interpretive differences that each vendor had. I came back to the U.S. Inspired to create a fast-food casual restaurant where Vietnamese street food staple was the star of the menu. A few years later, Bun Mee was born.
In the first 3-4 years of our opening In 2011, whenever I would tell people about Bun Mee, the first thing they would ask me is, "What is that?" - the banh mi is Asia's proud contribution to the modern sandwich world-yet hardly anyone outside of Vietnamese heritage is likely to know what it is unless they've been clued in. I've always said if you aren't actively seeking it out or already aware of it, you won't know banh mi exists. There Is so much fantastic, traditional Vietnamese food being served throughout the U.S. that people will never get to try. simply because they aren't aware it's here.
The wonderful thing about America is that we are known for a versatile culinary landscape. where cultural fusion and awareness grow more commonplace each day. l grew up in New Orleans with a robust Vietnamese immigrant community and a mother who is a fantastic cook. I was raised on traditional Vietnamese food while also enjoying the magic of Cajun Creole Southern cooking. My perspective of the food at Bun Mee comes from these references. Bun Mee combines the best of Vietnamese food with a fresh, fun American twist. You can walk into any of our locations and get a trendy, healthy protein bowl to enjoy on the beach just as easily as you could get authentic, gourmet banh mi, pho, or eggrolls. Vietnamese food deserves to have Its time In the spotlight because It Is versatile and has something to offer everyone. Everything at Bun Mee Is intentional- the music, art, and decor take it a step further In getting customers acquainted with Vietnamese food and culture. It brings forth a cumulative culinary experience, not just a meal. Bun Mee is one of many gems sparkling in the Asian and fusion cuisine space, meeting the ever-growing demand for fresh Asian ingredients and an overall "better for you'' dining option. I hope that with our recent franchising announcement, we can build up a remarkable network of franchisees to bring our food and culture to communities everywhere.
According to the National Restaurant Association, Asian cuisine has been a remarkable trend In recent years. This is hardly surprising considering that Asia as a whole possesses one of the most diverse cultural landscapes In the world and Is home to more than 2,300 distinct languages. Consequently, Asian flavors are among the fastest-growing in the United States, with Vietnamese cuisine standing out for its bold balance of sweet, sour, salty, and spicy tastes. This surge in popularity reflects a widespread appreciation for the complexity and richness of Asian dishes, as well as a desire for healthier, flavorful alternatives to traditional fast food. It's healthy, bursting with flavor, and keeps you fueled and full.
As one of the only fast-casual gourmet restaurant franchises to feature innovative banh mi sandwiches and other Vietnamese-inspired fare, Bun Mee is positioned to fill a significant gap in the market. With an increased popularity of Southeast Asian food worldwide and the global fast-casual market projected to grow from $124.5 billion in 2022 to $337.8 billion by 2032, Bun Mee offers a fresh opportunity for single and multi-unit franchisees to enter a rapidly expanding industry on the ground-floor, Currently, there's no national name dominating the ban mi space; Bun Mee has a clear opportunity to become that household name and fill a significant gap in the market through franchising. This provides a compelling case for potential franchisees looking to invest in a concept with minimal direct competition in an unsaturated market. Our commitment to a chef-driven and food-forward experience has garnered a loyal following throughout San Francisco, and we're excited to introduce this cuisine to the rest of the U.S.