Food business in Germany

Nguyen Viet Anh's The Wild Duck restaurant will receive a Michelin star in 2025. Photo: NAM VINH

The younger generation of Vietnamese immigrants – those who moved to Germany in their teens or were born and raised there – are not only following in their parents' footsteps in the food industry but are also boldly starting businesses in entirely new directions. They are flexible, creative, and don't follow the beaten path. From Vietnamese, Thai, and Japanese restaurants to fast food and vegetarian options, all are invested in systematically: from interior design and management software systems to accounting and a professionally trained staff. Many promising business ideas are strong enough to convince banks to provide 100% funding. Many have taken advantage of the downturn in the food market after the Covid-19 pandemic to secure prime locations in central areas that were previously unattainable.

Some young entrepreneurs have achieved success with their first restaurant and expanded into chains across Germany. Some have even reached a scale large enough to establish their own IT departments, developing their own software for managing their restaurant chains. This dynamic younger generation is no longer solely dependent on prime locations on main streets. With the widespread influence of social media and modern communication, a restaurant in the suburbs, on an upper floor, or in a less-frequented area can still attract many customers. Cuisine is also no longer confined to traditional recipes; fusion cuisine, combining the best of various regions and adapting to suit diverse tastes, is gaining popularity, replacing the familiar "pan-tossing" style of traditional Asian cooking.

Finding staff for all the necessary positions in a restaurant isn't easy, so some restaurant owners who also serve as head chefs have opted for shorter working hours and higher prices. There's a real shortage of unskilled labor in Germany. Nguyen Viet Anh, head chef of The Wild Duck restaurant (voted one of the top 10 restaurants in Hanover), is only open Thursday to Sunday evenings and usually accepts reservations in advance. A graduate of Dresden University of Technology and former employee of Siemens, he chose a different path to pursue his passion for European cuisine and professional culinary training.

Unlike previous generations, many young Vietnamese in Germany focus on investing systematically: luxurious yet minimalist and sophisticated interiors, avoiding clutter and flashy designs. The most prominent figure in the Vietnamese culinary community is star chef Ngo The Duc, born in 1974, who came to Germany with his mother at the age of five. He chose his profession, and his profession chose him; Ngo The Duc was able to live and fulfill his passion from a very young age. From his first Japanese-style restaurant, KUCHI, opened on the famous food street Kant Strasse in Berlin more than 20 years ago, he has opened a series of other restaurants, each with its own unique culinary style, in Berlin, Frankfurt am Main, Baden-Baden, Braunschweig, and even St. Tropez – the luxury resort capital of Europe's elite. Besides business, he also publishes books and frequently appears on German television, alongside renowned local chefs, contributing to shaping new culinary trends.

A common trait among Vietnamese-born business owners in the German food industry is their ability to blend the best of various cuisines. They combine the best of many culinary traditions, provide attentive service, invest wisely in equipment, manage finances scientifically and transparently, and, most importantly, employ legally qualified and skilled workers. Despite the gloomy global business environment due to various objective reasons, those who grasp trends and adapt their business models flexibly to changing times still find opportunities, and many of them are achieving remarkable success.

MINH LY (from the Federal Republic of Germany)

Source: https://www.sggp.org.vn/kinh-doanh-am-thuc-o-duc-post807655.html