F&B franchising boosting supply chains and growth

Franchising in the Vietnamese food and beverage market is witnessing strong competition, coupled with an increase in operating costs.

- By Nguyen Huong

In May alone, two major fast-food names, Jollibee and Bonchon, rolled out franchise expansion plans in Vietnam, underscoring how aggressively global food and beverage (F&B) brands are pursuing growth in one of Southeast Asia’s most dynamic consumer markets.

Globally, Jollibee has already developed franchise operations across markets including the US, China, the Philippines, Singapore, Malaysia and several others in the region. Vietnam is now viewed as the next phase in the company’s regional expansion strategy.

“Expanding through franchising not only accelerates business growth, but also creates jobs, supports domestic supply chains and contributes to the development of Vietnam’s food service industry,” a company representative said. To date, Jollibee Vietnam has grown its network to 255 stores nationwide.

Meanwhile, Bonchon announced plans to accelerate franchise expansion across Vietnam, targeting 50 new outlets over the next few years. The company said franchising would allow the brand to scale in a more controlled manner while strengthening market coverage.