Echoes of Joy: Society Cafe & Dining's Laughter-Filled Morning Prelude

One Hour Before Work is a series where we take a peek inside the backstage of F&B restaurants to uncover the preparations before the first guest arrives.

"It felt like stepping into a 'miniature society'"—this thought swept through me as I meandered into the quiet alley that leads to Society Cafe & Dining on an ordinary Wednesday morning.

Nestled quietly away from the lively bustle of Pham Ngoc Thach street, Society could easily be mistaken for a charming house straight out of a Ghibli film. It is a fusion of an all-day cafe and a restaurant, where morning coffees seamlessly transition into leisurely lunch hours.

I found myself at the cafe's doorstep at 7 a.m., with a good thirty minutes to spare before they opened the doors (an hour would be too early, as the staff would not have arrived yet). Welcoming me was a cozy ambiance, the space adorned with wooden accents, not overly spacious but overflowing with sunshine and echoing with the crisp, cheerful laughter from behind the bar.

The warm, inviting atmosphere didn't wane as the morning progressed. When I left, my heart was packed with a collection of unexpectedly heartwarming stories from just a brief visit.

What happens inside Society before the day begins?

Trân - Server:

Our morning shift starts at 7 a.m. Upon arriving, I will spruce up the cafe and water our many plants—though there’s usually little to do as the night shift leaves everything ordely.

But not every morning is this leisurely. Occasionally, early bird guests arrive at 7:15 a.m., just before opening. We can’t let them wait outside, so we pick up the pace, bringing our guests into the warmth of Society a bit earlier than planned.

Quyên - Barista:

Our preparations for the day actually kick off the night before. After taking the final order at 9:30 p.m., we start tyding up with small tasks like storing bar ingredients in the fridge. Then when the last guest has left, we move on to a more thorough cleaning, ensuring everything is set for the morning crew.

Tâm - Kitchen Counter:

My shift starts at 7:30 a.m. with a careful check of the fresh ingredients delivered, prepping everything to be ready by lunchtime at 11.

Here at Society, Mr. Phương (Culinary Frank) always encourages us to prepare each dish with a heartfelt dedication, as if cooking for our own family. This philosophy deeply resonates with me and is a key reason I've felt connected to Society since day one.

'Món Của...' (The Dish Of...) is a series showcasing unique drinks and dishes crafted by the members of Society. Could you share more about this initiative?

Phương Phạm (Culinary Frank) - Chef/Owner

Society embraces the spirit of a 'miniature society,' where everyone has a chance to contribute. Since moving from our old Lý Tự Trọng apartment to a larger space, the team has grown closer, fostering a collaborative energy. Inspired by this bond, I encouraged everyone to bring their own culinary ideas to the table.

Anyone can propose a dish, and if it’s feasible, Vân and I help bring it to life, guiding them through the making processes like sourcing, storing and combining ingredients.

Moreover, intriguing names like The Dish of Thắng not only pique the interest of our patrons but also add an element of intrigue and engagement. When the dish’s creator is in the restaurant while guests are enjoying it, it brings a personal connection to the dining experience.

Quyên - Barista

At Society, an idea can transform into a finished dish in just a week. You're never alone in the kitchen here, as every team member is eager to lend a hand, offer feedback, and refine the dish until it's just right. Whenever we hit a creative block, Mr. Phương is always there with a helpful hint to spark our imagination.

Among the creations from the 'Món của…' series, the Strawberry Matcha with homemade strawberry jam is my absolute favorite. It started off as a playful experiment and turned out to be surprisingly good. Our guests love it too. Currently, I'm experimenting with two new recipes, but I'm keeping the details under wraps while they’re still in development.

"If I were to describe Society in just one word, it would be…"

"Warm"

Trân - Server:

At Society, it's all about love and support. We make it a point to really understand each other. Sure, the cafe can get packed and little mistakes might slip through, but we keep our cool, always speaking with respect. I’ve yet to have a single falling out with anyone here.

Quyên - Barista:

You can feel the warmth the moment you step in, from the soft hues of the wood and beige decor to the genuine camaraderie among us. If I ever miss a beat and can’t pinpoint the hiccup, everyone’s quick to help me figure it out with a gentle nudge, making sure I'm never left to just “sink or swim.”

"Multicultural"

Mỹ - Server:

A friend once asked if Society was a European or Japanese cafe because we have dishes from everywhere (smiles).

Indeed, at Society, the menu draws inspiration from various cuisines like Korean pork belly rice, Japanese ramen, and Italian pasta. However, the core of each dish is distinctly Vietnamese. You’ll come across a dish that looks straight out of a European bistro, but one taste and the Vietnamese flavors shine through.

Take our pesto pasta, for example. Instead of traditional basil, we toss in Vietnamese herbs, topped off with peanuts for that unmistakable local flavor.

A fun and heartwarming story from Society…

Mỹ - Server:

There's always a laugh to be had here; smiles are contagious at Society.

Recently, we've been buzzing with excitement for Halloween. Since the end of September, everyone has been chatting about costumes, and Mr. Phương even bought a Squid Game mask and wore it to the cafe, which had everyone cracking up.

Trân - Server:

Typically, in the morning shift, there are two servers, one for the upstairs and one for the downstairs. To divide the chores, we play "the wheel of names" to decide who cleans which floor. It’s funny because there's this colleague who's only worked with me for about 5-6 days but has been 'randomly' picked almost every time (laughs).

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

Nominate your favorite restaurants, cafes, hotels, and bars for the Flavors Collection categories here.

Special thanks to all sponsors and partners of Flavors Vietnam 2024 X Hozo International Food Fest: Title Sponsor: Mastercard; Major Sponsor: Diageo (Owner of Johnnie Walker, Tanqueray và Don Julio), Vikki and Menas; Category Sponsor: Home Restaurant; Product Sponsor: Unios, Osterberg Quality, Face Wash Fox; Travel Partner: be; Communication Partner: Vero; Creative Partner: InSpace-Creative.

Join us and learn more about Flavors Awards 2024 here.

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Please do not share with those under legal drinking age.