Đỗ Duy Thanh
Creator of the 9Ps Restaurant Management model, 20+ years empowering hundreds of Vietnamese F&B brands
Who is Đỗ Duy Thanh?
Do Duy Thanh is a strategic F&B consultant with 20+ years of experience and the author of the 9Ps Restaurant Management model. In 2012 he founded FnB Director, a specialist consultancy that has worked with 100+ projects including Vingroup, Saigon Tourist, Nova FnB, Gojek and Baemin. He has served on the Harvard Business Review advisory board since 2019 and founded Horeca Business School in 2025.
Notable Quotes
“To survive in this industry, business owners need more than just high sales — they must manage costs effectively.”
“The sustainable trend in F&B isn't about cheap prices or grand events — it's about making your brand part of customers' emotional and social lives.”
“Customers who come for cheap prices will leave for cheaper prices elsewhere.”
“True credibility doesn't come from talking a lot — it comes from doing things right and staying the course long enough to see results.”
Advice
Cost management matters more than revenue growth
A busy restaurant can still lose money if costs are not controlled. Focus on effective cost management rather than just chasing sales.
Build authentic identity, don't compete on price
Invest in real experiences and unique brand identity so your business becomes part of customers' emotional lives.
Think ecosystem, not solo
The F&B market has shifted to an "ecosystem race." Optimize processes, people, and physical space — not just the product.
Key Highlights
- ✓20+ years of experience, 12+ years strategic consulting, 100+ projects
- ✓Creator of the 9Ps Restaurant Management model
- ✓Harvard Business Review Advisory Board member (since 2019)
- ✓Clients include: Vingroup, Saigon Tourist, Nova FnB, Milano Coffee, Gojek, Baemin
Biography
Đỗ Duy Thanh is a business strategy consultant with over 20 years in Vietnam's F&B, Hospitality, and Retail sectors. Before consulting, he served as Business Director at D1 Concepts (San Fu Lou, Sorae) and Oriental Saigon — twice named in The Daily Meal's Top 101 Best Restaurants in Asia. In 2012, he founded FnB Director — a boutique consulting firm that has partnered with 100+ projects. In 2019, he joined the Harvard Business Review Advisory Board. In 2025, he founded Horeca Business School for hospitality education.
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Articles & Resources
Frequently Asked Questions
›Who is Do Duy Thanh?
Do Duy Thanh is a leading F&B consultant in Vietnam with 20+ years of experience. He founded FnB Director in 2012 and has consulted for 100+ F&B projects in Vietnam, from major brands like Vingroup and Saigon Tourist to small café chains.
›Which companies has Do Duy Thanh consulted for?
He has worked with hundreds of projects including Vingroup, Saigon Tourist, Nova FnB, Milano Coffee, Gojek, Baemin and many other F&B brands in Vietnam.
›What is Do Duy Thanh's 9Ps Restaurant Management model?
The 9Ps model is a comprehensive restaurant management framework covering 9 core elements. He developed the model from his practical experience over 20+ years in the F&B industry.
›Does Do Duy Thanh teach?
Yes. He founded Horeca Business School in 2025 — a specialized training platform for the Service & Restaurant Technology sector, aimed at raising management skills for F&B professionals.
›Has Do Duy Thanh worked at famous restaurants?
Yes. He was Business Director at D1 Concepts (San Fu Lou, Sorae, Di Mai) and Oriental Saigon — two chains that made the Top 101 Best Restaurants in Asia list.
Other Experts
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Hà Chu
Founder of Vietnam's first F&B Marketing school, food brand strategist & educator
Trần Trung Hiếu
"F&B Coach" — cafe & restaurant consultant for small business owners
Phan Anh Minh
Vietnam's #1 location strategy expert — author of the first book on F&B site selection, advisor to hundreds of chains
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