Startup Strategy for a Franchising Vietnamese Banh Mi Concept in Prague

This thesis evaluates the strategic framework required to transform the culturally popular but operationally fragmented Vietnamese banh mi street-food concept into a standardized, scalable fast-casual franchise network tailored for the Prague market. By examining the intersection of contemporary food-service trends, entrepreneurial opportunity recognition, and organizational scaling theories, the study investigates why the widespread visibility of Vietnamese cuisine has rarely translated into systematized corporate structures. Through a mixed-methods approach combining qualitative interviews with diaspora entrepreneurs and a quantitative consumer survey, the research identifies a substantial market gap characterized by high product familiarity but low brand recognition. The author addresses the structural limitations of traditional independent bistros—such as menu over-diversification, informal workforce management, and a reliance on subjective execution—by designing a comprehensive startup strategy focused on a specialized menu, digital operations, and codified workflows. Ultimately, the study outlines a phased development roadmap that balances authentic culinary identity with strict operational professionalism, offering a practical blueprint for second-generation entrepreneurs seeking to achieve commercial scalability through franchising.