WE BRIDGE GLOBAL VISION WITH LOCAL SUCCESS.
RIÊNG was founded by hospitality professionals who have lived every step of the journey – from brand creation to daily operations. We turn international ambitions into thriving Vietnamese realities.
why riêng?
our story
RIÊNG was born from real experience.
Before helping clients, we built our own – ORYZ, 2024 – 2025 MICHELIN Guide. Through thatprocess, we saw what most international brands struggle with: slow execution, unclear communication, and wasted budgets.
RIÊNG exists to fix that.
OUR
PHILOSOPHY
We don’t just consult, we co-create, co-invest, and stay committed until your concept becomes a market success.
OUR VISION
To build an ecosystem of world-class F&B brands
that redefine Vietnam’s dining culture – and inspire
the next generation of global culinary leaders.
THE TEAM BEHIND RIÊNG
Leo (Managing Director) - The Commercial Mastermind & Growth Hacker
Solutions:
- High-Level Network: Leverages a decade of experience and a high-end personal network in Vietnam to connect the brand with key resources and partners.
- Asymmetrical Advantage: Applies sophisticated marketing and business strategies from higherstakes industries to the F&B sector, creating an unfair competitive edge.
- Battle-Tested Expertise: Possesses hands-on digital marketing skills forged by personally investing and building a business from the ground up.
- Data-Driven Growth: Employs a rigorous, datadriven approach to measure marketing effectiveness, optimize customer acquisition, and ensure every marketing dollar is accountable.
Chris (F&B Director) - The Chief Brand Architect
Solutions:
- Precision Positioning: Identifies and targets
high-profitability blue-ocean niches within
saturated red-ocean markets. - Strategy-Led Product: Develops menus that
reinforce the brand’s core positioning while
guaranteeing high gross margins through
expert cost control. - Engineered for Efficiency: Designs kitchen
workflows that are perfectly aligned with the
business model, boosting operational efficiency
from day one. - Smart CAPEX: Drastically reduces capital
expenditure on kitchen equipment through
innovative procurement and sourcing strategies
without sacrificing quality. - World-Class Teams: Builds and trains local
kitchen teams to international standards,
bridging the HR quality gap.
Francy (OP Director) - The Guardian of Client Investment
Solutions:
- Trusted Network: Eliminates risks of poor quality
and delays by leveraging a long-standing, vetted
network of local architects and contractors. - Cost Transparency: Acts as the client’s dedicated
Project Manager (PM) to manage quotations,
prevent budget overruns, and eliminate hidden fees. - Global Sourcing: Utilizes cross-border (China-
Vietnam) procurement expertise to source highquality furniture and decor at a significant cost advantage. - Communication Bridge: Overcomes language and
cultural barriers, ensuring seamless communication between clients and all local vendors.