When the beer club concept first appeared in Hanoi and quickly became a youth trend, Van Nguyen, a TikToker, decided to invest in this model, hoping to get ahead of the curve. 

At that time, the Ha Dong area had few modern dining and entertainment models, so she hoped opening a pub there would help reduce competition. She also expected to be a pioneer in bringing the “Western-style beer” concept to the suburbs.

However, the business turned out far different from expectations. The beer club targeted young customers who enjoyed a lively atmospheres, loud music, draft beer, and trendy food.

Most customers in Ha Dong at that time still preferred casual “bia co” pubs, simple spaces with familiar dishes with affordable prices. The difference in consumption habits made the new concept quickly fall out of favor, especially during non-evening hours.

The lack of customers during lunchtime worsened the situation. Despite low revenue, the cost of rent, staff salaries, and utilities remained high.

The owner said that in an effort to turn things around, she tried changing the menu, adding lunch options, and even serving breakfast to make better use of the space during the day. However, these efforts were not enough to make a difference. New customers came to try the food but rarely returned.

Even with social media advertising and various promotional programs, the number of customers did not increase significantly. After nearly one year of operation, the pub suffered continuous losses, with some months losing VND20–30 million. 

In the end, the owner had to shut down. She said the total loss was nearly VND2 billion, including costs for rent, decoration, equipment, and operations.

According to Van, this failure was a costly lesson in bringing a new business model to an unready market. A trendy model in downtown areas does not necessarily succeed elsewhere. The most important thing is to understand what customers in your area actually want.

Other closures

Van’s case was not unique. Some other well-known F&B concepts also faced the same fate, such as Bai Tom. The restaurant specialized in American-style cuisine, featuring seafood with Cajun sauce, and once caused a sensation among Hanoi food lovers. 

With more than 78,000 followers on TikTok, polished visuals, and clever trend-based marketing campaigns, Bai Tom quickly became a popular spot among urban youth.

However, after just over a year in operation, Bai Tom unexpectedly announced its closure on October 25. In a farewell video posted on TikTok, the restaurant’s representative admitted to a series of mistakes that led to this outcome: rising operating costs, declining consumer spending, and, most importantly, a mismatch between the product and mainstream tastes.

Although Cajun seafood dishes looked appealing and performed well on social media, they were actually quite niche. Vietnamese diners, especially in Hanoi, still prefer familiar foods with lighter flavors, something they can eat regularly rather than just for novelty. 

When the number of loyal customers was insufficient to sustain the business, and with high central rent and labor costs, closure became inevitable.

Experts say that a new business model does not guarantee success. In the F&B industry, the most critical factor is alignment with customer preferences and consumption habits.

Many restaurant owners today invest heavily in branding and social media marketing but fail to properly assess whether their product fits the market. Once the “novelty effect” fades, a model without a strong base of loyal customers is hard to sustain, no matter how good the marketing is.

Such cases are not rare in the F&B industry. A good idea and tasty food are not enough; your business model must match customer needs, timing, and habits.

According to experts, market research and understanding target customers are the most important first steps before starting a food business. Each customer group has different habits, needs, and dining behaviors. 

Office workers prioritize convenience during lunch breaks; students care about affordability; and families or groups of friends prefer spacious, comfortable places to gather.

Identifying target audiences helps restaurant owners choose a suitable model, menu, pricing, and service style. In reality, many restaurants fail not because of bad food or poor service, but because they misunderstand their target customers, leading to a mismatch between their business model and actual market demand.

Duy Anh