USAPEEC ASEAN

photo: Chili’s Grill & Bar Chips and Salsa (Source: Chili’s Grill & Bar Facebook Page)

American diner chain Chili’s Grill & Bar made its debut in Ho Chi Minh City in December 2019.  Located at the SV VivoCity Mall in District 7, Chlli’s is aiming to capture the country’s growing middle-class market.

The restaurant is part of the Golden Gate Restaurant Group, an operator of over 20 restaurant chains in the country.  According to Chili’s, Vietnam is important part of its business in Asia, where it has 60 outlets in eight countries. Worldwide, Chili’s operates 1,670 restaurants and serves over one million customers a day in 29 countries and territories.

The restaurant offers the same dishes as other Chili’s outlets internationally, following the original restaurant-bar concept inspired by Mexican & Texas cuisines.

Market research firm Euromonitor reports a growing number of international chains entering Vietnam as it is viewed as a lucrative market. Popular American brands like McDonald’s, KFC and Starbucks have established their presence in the country.

Vietnam had around 540,000 food and beverage businesses as of last year, 80 percent of them street vendors, according to Dcorp R- Keeper, a global company which provides technological solutions to food and beverage businesses.