From Street Corner Food to Global Chain: Establishing a Fast Food Chain with Vietnamese Banh Mi in Prague

The thesis aims to examine the potential of establishing an authentic Vietnamese Banh Mi fast-food chain in Prague, positioning this food product not simply as an ethnic traditional food but it can also be international expansion and be developed into a system that can be scalable. Although Vietnamese has already established a certain position at Czech Republic, it is still mostly operated by family-run restaurants that lack of standardization and industrialization. Conversely, the local fast-food market is shared by international brands such as KFC, Pizza Hut, Kebab shops, and by domestic brands, Baguette Boulevard as an example. Bridging this gap, this thesis emphasizes the concept of authenticity as a core value proposition, aiming to preserve the original taste of Vietnamese Banh mi, while highlighting the important of scalability and standardization. To address this, the research will apply frameworks such as PESTEL analysis, Marketing Mix, Business Model Canvas, Financial Feasibility, Porter’s Five Forces Model and Risk Analysis to evaluate both the advantages and challenges of Food and Beverage market in Prague. Finally, the thesis aims to provide applied insights for business owners and contribute to more general academic discussion of the globalization of ethnic cuisine and the evolution of the fast-food business model.