TREND BITES:
Vietnamese
Why Vietnamese Food is Winning Over Diners
Vietnamese cuisine is exploding in popularity across the U.S., with nearly 8,000 Vietnamese restaurants now operating nationwide and consumer appetite seeking out bites of Vietnamese food on all kinds of menus. According to the National Restaurant Association’s 2025 What’s Hot Culinary Forecast, Southeast Asian cuisine—including Vietnamese—is the top global trend in foodservice.
At its roots, Vietnamese cooking is about balance and freshness, using ingredients like fish sauce, herbs, rice, and vegetables to create light yet flavorful dishes that emphasize harmony in taste and texture. Consumers are drawn to the fresh, vibrant flavors and healthful balance that feels both comforting and adventurous.The Who's Who of Vietnamese Cravers
To succeed with Vietnamese-inspired dishes, understanding your audience is key. Here’s who’s driving demand:
- Gen Z & Millennials: These younger consumers are adventurous eaters who actively seek out global flavors. Social media plays a big role in their discovery process, so dishes that are colorful, customizable, and photo-worthy are especially appealing.
- Asian American communities: Vietnamese Americans, in particular, represent over 2.3 million people in the U.S. Many are looking for flavors that reflect their heritage, while others appreciate fusion interpretations of traditional dishes.
- Health-conscious consumers: With its emphasis on lean proteins, fresh herbs, and minimal use of oil, Vietnamese cuisine aligns well with the preferences of diners who prioritize wellness.
- Urban and suburban diners: These consumers are typically more exposed to international cuisines and are eager for variety.
Everyone's Enamored with Pho
No matter what region you're in or what demographic you're serving, your patrons either already love pho or are sure to be delighted once they try it. Familiar consumers like that pho is soothing, especially in colder months. Adventurous eaters enjoy the global flavors that satisfy their curiosity. And all consumers love that pho is often a customizable meal, with many restaurants allowing diners to personalize their bowl with fresh herbs, lime, sauces, and chili to suit their taste.
To introduce pho to patrons who might not know what it is yet, clearly describe it and highlight familiar ingredients. We suggest: "Chicken Pho. A light yet deeply flavorful soup with savory broth, soft noodles, tender chicken, and bright herbs."
Datassential's Menu Trends shows that pho has been added to 11% more menus over the past four years and is predicted to appear on another 5% in the next four. Will your menu be one of them?Try these Vietnamese-inspired applications!
Chicken-Centric Vietnamese Dishes to Feature
Chicken is a staple in Vietnamese cooking, and it offers a familiar entry point for American diners. Here are some dishes that work well across foodservice formats:
- Chicken Pho: A comforting noodle soup with aromatic broth, rice noodles, and herbs, as mentioned above. Its versatility and simplicity makes it great for schools, healthcare cafeterias, and restaurant lunch specials.
- Lemongrass Chicken: Stir-fried chicken with lemongrass. Easy to batch prep and serve over rice or noodles. For a quick (but tasty!) version, try our recipe with a pre-breaded or grilled chicken filet.
- Vietnamese Chicken Curry: Coconut milk-based curry with diced chicken, potatoes, and carrots. This dish holds well in hot bars and to-go containers, making it ideal for cafeterias and grab-and-go.
- Chicken Banh Mi: A baguette filled with grilled chicken, pickled vegetables, and herbs. Or, as a fresh, customizable alternative, offer banh mi as a bowl. Try this recipe. Both the sandwich and the bowl make great fresh options for convenience stores and lunch menus.
Tasty, low-prep chicken options, perfect for Vietnamese-inspired dishes:
Start Small, Think Big
With its bold flavors, health appeal, and versatility, Vietnamese cuisine is a natural fit for today’s foodservice landscape. Chicken-based dishes offer an easy entry point, and with easy-prep products, you can bring Vietnam's vibrant flavors to your patrons with ease. Start small, test a few dishes, and get ready to ride the pho-nomenal wave.
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