Banh Mi Huynh Hoa: How 100K And 35 Years Built a Saigon Icon

"26 Lê Thị Riêng… heading to Banh Mi Huynh Hoa?" That was the question I got from my driver when I booked a ride to the interview spot. It seems every driver knows the address of this iconic bánh mì shop. But truth be told, you don’t even need the house number. From Phu Dong roundabout, just turn onto the street and look for the busiest spot—that’s where Huynh Hoa Banh Mi is.

It’s as if the world condenses into the long line of customers waiting outside. From school kids to elderly folks, and even backpack-laden tourists, everyone patiently stands in line, eager to grab the legendary bánh mì. It’s no wonder Banh Mi Huynh Hoa was recently crowned the "Travelers Top Picks" at the Flavors Awards 2024.

At Banh Mi Huynh Hoa, every bánh mì is a meticulous creation of 13 perfectly balanced ingredients. And behind this iconic brand, with more than 35 years of history, is the tireless journey of its founder, Mrs. Le Kim Hoa.

Mrs. Hoa’s dedication spans decades, and her story mirrors the bánh mì she crafts: a harmonious blend of savory, sweet, sour, and spicy, layered with countless untold moments and challenges.

How did Banh Mi Huynh Hoa come to be?

Back in the day, my father ran a popular street stall near the Phu Dong roundabout, selling bánh tiêu, bánh quẩy, and bánh mì. But when he retired and passed the business on to my two older sisters, things started to change. They decided to buy pre-made goods instead of sticking to the traditional methods. Slowly, customers started disappearing, and the once-bustling stall lost its reputation.

When my father passed away, I looked at his old tools tucked away in the corner. While wiping them down, piece by piece, and putting them back in place, I could almost hear the sound of the knife slicing through the crispy bread and smell the rich aroma of pate being spread. Those memories of my father’s bánh mì came rushing back, and I knew I had to do something to keep the heart of our family tradition alive.

I had no savings, so I borrowed money from anyone who would lend me some and scraped together 100,000 VND to start my own bánh mì cart. With interest, I ended up owing 120,000 VND, but I was able to pay it back in installments. It wasn’t easy—some days were slow, others were chaotic, and there were plenty of rainy days. I’d sometimes work until 2 a.m., and anything left over had to be thrown away, which meant my capital kept shrinking.

At one point, my only valuable asset was my Honda 78 motorbike. When things got really tough, I had no choice but to sell it to keep going. It felt like a huge risk, but without taking that leap, there would be no Huynh Hoa today.

How did Banh Mi Huynh Hoa end up at 26 Le Thi Rieng?

In 2008, the city imposed stricter regulations on street vendors. As I was searching for a new location to replace my street-side cart, I happened to have a conversation with a stranger who suggested I move to Lê Thị Riêng Street.

By coincidence, a shop at 26 Lê Thị Riêng had just become available. It felt like fate, so I made the decision to move in without considering any other options. But moving from a small cart to a permanent shop was a big change. My old customers weren’t used to the new location, and new customers didn’t know us at all. At first, sales were slow, and I was feeling discouraged. I ended up leaving the day-to-day operations to my staff and took a step back.

Then one night, I overheard someone walking by say, “Huynh Hoa is done for, business is terrible.” The words really hit me.

The next day, I decided to revamp the shop and start selling again myself. Just a month later, things turned around. The customers came back, and the shop became lively again. Over time, I managed to save enough to buy the shop, turning it into the beloved spot it is today.

What do you think makes Huynh Hoa's bánh mì so loved by so many customers?

I think it’s because I’m genuinely passionate about bánh mì.

Even when I was a little girl, before my dad started selling bánh mì, I’d always help him deliver bánh tiêu and bánh quẩy in the afternoons. Afterward, I’d always make sure to buy a bánh mì for myself. So when I decided to follow in his footsteps, I focused solely on bánh mì instead of selling bánh tiêu and bánh quẩy.

Even now, I could eat bánh mì every single day without getting bored. That’s why losing weight is so hard for me—whenever I see someone eating bánh mì, I just crave it. Sometimes, I sneak over to the shop and end up eating half a bánh mì (laughs).

The reason Banh Mi Huynh Hoa has been so successful all these years is because of my love for bánh mì. When you genuinely care about something, that passion naturally spreads to those around you.

What difficulties did you encounter when transitioning from “managining yourself” to “managing a team”?

Actually, it brought more advantages. Having worked hands-on in every step, from preparing ingredients to cooking, I can tell immediately when something’s off by just tasting a bite. I know if an ingredient is missing or if the pickled vegetables are seasoned right, so I can make adjustments on the spot.

Because of this experience, the key managers at Huynh Hoa are all people I’ve promoted from within. They’re hardworking and skilled, so after being given opportunities for further training, they’ve excelled in their new roles.

The biggest challenge, though, has been... the comments on TikTok. I’m naturally a reserved person, not great at speaking, so I feel awkward every time I’m in front of the camera. And when I go out, if someone recognizes me and asks, "Are you from Banh Mi Huynh Hoa?" I get super shy!

But now, I realize that brand promotion is crucial, and I can’t shy away from it anymore. I’m learning to embrace feedback, even the criticism, and use it to push myself to improve a little more each day.

After 35 years of building Banh Mi Huynh Hoa, what’s the biggest loss you've experienced?

My youth.

In order to dedicate time to building and growing Banh Mi Huynh Hoa, I had to cut back on time with friends and even with myself.

I only sleep 4-5 hours a day, and on the rare days I "allow" myself to sleep in, I still only manage 6 hours before waking up to check on the shop. Even when I’m sick, I find myself juggling doctor visits while keeping an eye on the cameras to ensure everything is running smoothly at the store.

And the greatest gain?

My three children. They are my greatest pride.

Both of my daughters not only love the bakery business but are also beginning to understand the hard work that goes into it. I believe that with their love and appreciation, no matter what path they choose in the future, they will continue to carry on and preserve the family values through every loaf of bread, just as their grandfather and I have done.

As for my third "child," the Banh Mi Huynh Hoa itself—raising it has been just as challenging, but the journey, with all its ups and downs, has been richly rewarded with the love and warmth from everyone. To me, that is the greatest and most valuable reward.

Special thanks to our Product Sponsor BM Wine - one of the leading companies in wine import and distribution in Vietnam with over 10 years of experience under its belt providing fine wines to small and large business operators across the country. BMWine is committed to excellence and they win when their partners succeed in their businesses.

Flavors Vietnam 2024, a partnership between Vietcetera and Mastercard, is a five-month long celebration of Vietnam's F&B scene. An annual occurrence since 2018, this year's theme is focused on “Crafting shared culinary experiences.”

As part of Flavors Vietnam 2024, the Flavors Awards (previously known as the Vietnam Restaurants and Bars Awards) celebrate premier F&B businesses and services across Vietnam. The awards highlight local flavors, exceptional talent, and elevate the significance of Vietnamese culinary culture.

This year, the ceremony will integrate with the Flavors Festival, Flavors Vietnam's first exuberant fusion of food, culture, and live music.

About Flavors Awards:
Location: 135 Nguyen Hue - 39 Le Loi, District 1, HCMC.
Date and Time: 14th December 2024

Special thanks to all sponsors and partners of Flavors Awards 2024: Title Sponsor: Mastercard; Major Sponsor: Diageo (Owner of Johnnie Walker, Tanqueray và Don Julio), Vikki and Menas; Category Sponsor: Vietdeli; Product Sponsor: Unios, Osterberg Quality and Bliss Premium Gelato; Travel Partner: be; Communication Partner: Vero; Creative Partner: InSpace-Creative; Event Partner: Trinity Live and Flava Live.

Join us and learn more about Flavors Vietnam 2024 here.

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