Ever since I was introduced to my first Banh Mi Que bread a month ago, the no frills banh mi breadstick with tasty pate got me hooked.
The Pate Recipe
This organic and healthy snack was the brain child of 3 young Vietnamese entrepreneurs. It all began with a pate recipe from Da Nang. The pate recipe held promise and they took that recipe home to Ho Chi Minh City. Infusing into the pate their own secret ingredients from France, pairing with their own recipe for their breadsticks, and voila! Banh Mi Que was born.
They chose to stick to two variants, spicy and non-spicy. The health conscious will be happy to note that the Banh Mi Que pate do not have MSG and no additional food additives.
Increasing their Reach
From employing 5 people in 2009 to run just 1 store, they now employ over 60 people covering 60 outlets — 10 of which are company-owned, the rest are franchised. From District 5, they moved their production house to Tu Duc District while their flagship store and office is in District 1. Banh Mi Que is able to deliver with their 20 delivery bikes posed in strategic locations.
According to Banh Mi Que’s CEO, Brian Tam, they sell around 15,000 breads a day — an estimate of 5,000 customers on a daily basis. The peak months are from October to March during the cooler season when customers need something spicy to keep warm.
The center of Banh Mi Que’s operations is firmly rooted in Ho Chi Minh City with outlets covering the different districts. It has also ventured into putting up kiosks in malls in Now Zone (D1), Lotte Mart (D7 and D11), and Parkson (D11 and Tan Binh District). Banh Mi Que has 2 outlets in Vung Tau, 2 in Can Tho, and next month, 5 will simultaneously open in Ha Noi. There are also plans to expand to Nha Trang.
The new addition to Banh Mi Que’s growing market operations is its two vans. These vans can be found roving in District 1 when not engaged by clients for corporate events, parties, and concerts.
For now, Banh Mi Que would like to maintain their two variants and in the future they shall introduce drinks. Brian discloses that they are still the planning process as they would want their drinks to complement their bread, “The drinks have to be healthy as well”.
Target Market and Timing
Since Banh Mi Que began as a small business, it was not too difficult to introduce it to the market. The Vietnamese people simply love bread and taking the usual banh mi to a thinner size makes it easier to devour and enjoy. But Brian also admitted, they were also lucky because of the timing, “There was market for it”. And apparently, there still is and is growing.
Banh Mi Que’s initial target market are students needing a quick snack before the next class; housewives needing that extra fuel to tackle another housework; and providing office people with a healthy snack to complement their coffee.
Despite the increasing number of copycats on their product, Brian maintains that the Banh Mi Que pate and bread recipe is something that cannot be copied. “You can taste the difference”, he said.
Banh Mi Que follows the strict regulation in food preparation by the government and acquired the required licenses to operate their business.
Party Ideas, Order, and Delivery
Banh Mi Que also caters to parties and with a minimum order of 100 bread, they’ll set-up a kiosk in your party area. Good deal, don’t you think?
Also for a minimum order of 10 pieces of bread, Banh Mi Que offers free delivery (30 minutes) from 6 am to 10 pm. Each costs 7,000 VND if you call the hotline. Slightly different price in malls.
Call their hotline at (08) 22 08 0000 or send them an SMS at +85982366961.