The launch marks the group's seventh brand, joining existing concepts including The Running Bean, Be An Vegetarian Bistro, Esta, Häagen-Dazs, Le Petit, and Snowee.
According to the company, the new restaurant reflects its broader strategy of developing a portfolio of distinct hospitality concepts rather than pursuing large-scale expansion through standardized chain models.
SON Home Kitchen located in Ben Thanh Ward, HCMC. Photo courtesy of SON
Vietnam's food and beverage sector has become increasingly competitive, with many operators focusing on growth through standardized operations and network expansion. Ampersand said its approach emphasizes differentiated concepts, each with its own culinary identity, design language, and service style.
This deliberate approach allows individual concepts to maintain their distinct personalities while serving different customer segments and dining occasions.
