Đỗ Duy Thanh

Creator of the 9Ps Restaurant Management model, 20+ years empowering hundreds of Vietnamese F&B brands

Notable Quotes

“To survive in this industry, business owners need more than just high sales — they must manage costs effectively.”
Source: Tuổi Trẻ

“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.”
Source: CafeF

“Customers who come for cheap prices will leave for cheaper prices elsewhere.”
Source: CafeF

“True credibility doesn't come from talking a lot — it comes from doing things right and staying the course long enough to see results.”
Source: BrandCamp Asia

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.