According to statistics, in Thai Nguyen city alone, there are currently about 1,640 food service establishments and 629 street food establishments. This number not only reflects the growing demand for food consumption of urban residents but also shows the strong vitality of the F&B industry in the local service economic structure. If in the past, the criteria for choosing a restaurant was simply price, now consumers are increasingly interested in the quality of ingredients, the experience space and the healthy factor in each product. Beverage shops or "machine-made milk tea - healthy" models are becoming a popular trend in Thai Nguyen.

Mr. Le Tuan Anh, at Group 15, Hoang Van Thu Ward (Thai Nguyen City), is the person behind many successful F&B brands in Thai Nguyen such as Starbeans Vietnam, Co Do noodles..., he shared: With a spirit of learning and constant efforts to improve product quality, while clearly identifying the target customer segment, the brands I have built have gradually established a solid position in the market. The F&B industry develops rapidly but is also very harshly eliminated, where competition comes not only from price, but also from experience and innovation. Along with the strong development of food delivery applications and cashless payment platforms, Thai Nguyen people are increasingly adapting to the "touch and get food" lifestyle. From large restaurants to small eateries, most have proactively digitized their business processes from ordering via QR code, home delivery, to implementing incentive programs via Zalo, Facebook fanpage to improve customer experience.

A notable highlight in the local F&B landscape is that brands have taken advantage of specialty ingredients such as Thai Nguyen tea to develop creative and unique menus. Drinks such as cold brewed tea from Tan Cuong tea are gradually becoming a favorite choice of young people, satisfying their taste buds while promoting local agricultural products.

Sharing about the development orientation, Mr. Chu Cao Thanh Dat, owner of Thai LAB tea brand, located on Bac Son Street (Thai Nguyen City) said: Currently, we use carefully selected ingredients from Tan Cuong and La Bang tea regions. We combine traditional processing methods with modern technology to create products that both retain the original flavor and suit the tastes of young consumers.

Compared to many neighboring provinces, Thai Nguyen has a clear advantage in developing the F&B industry thanks to its universities, colleges and intermediate schools, attracting tens of thousands of students each year. This is a young, dynamic consumer force with modern aesthetic tastes and a strong spending trend for culinary experiences. With a young, dynamic consumer market, along with a strong shift in eating and consumption habits, the F&B industry in Thai Nguyen is opening up great development opportunities.