Phúc Lộc Thọ

What Phúc Lộc Thọ does

Phúc Lộc Thọ (legal entity: Công Ty Cổ Phần Thực Phẩm Phúc Lộc Thọ, registration 0314071273) operates the Cơm Tấm Phúc Lộc Thọ restaurant chain, the self-described largest broken rice (cơm tấm) chain in Vietnam, founded in 2005 in Saigon around a 19-year family recipe. The company serves individual diners and corporate clients across Southern Vietnam through 50+ dine-in, takeaway, and delivery locations spanning 14+ HCMC districts plus Bình Dương, Đồng Nai, and Bà Rịa Vũng Tàu, with a Central Kitchen (Bếp Trung Tâm) in Thủ Đức providing standardized food preparation. Core menu items include Cơm Sườn (32K VND), Cơm Ba Rọi (39K VND), Cơm Đùi Gà Quay Than Hoa (47K-75K VND), and combo meals (61K-139K VND), with premium offerings introduced in January 2024.

The business operates a multi-channel revenue model: (1) retail food sales at unit pricing with off-peak discounts (29K VND early-bird 06:00-10:00), (2) corporate catering with volume discounts up to 12% and VAT invoice support, (3) franchise fees under a full franchise model with 1.9 billion VND per-store investment, and (4) ancillary streams including a ready-to-eat retail line (Món Ăn Liền) and loyalty program (Sổ Gạo Phúc Lộc Thọ) accessible via Zalo Mini App. Distribution combines owned and franchised physical retail, hotline/Zalo direct ordering with 3km delivery radius and 300K VND minimum, plus a GrabFood marketplace partnership that also generated Nasdaq Times Square billboard exposure. The technology stack is light: a Haravan-hosted e-commerce site, an e-invoice portal, and Zalo OA, with no disclosed proprietary platform, AI/ML capability, or developer API. The company is privately held, founder/family-owned, with no disclosed external equity backing and an 800+ part-time and full-time workforce.

Name

Phúc Lộc Thọ

Legal name

Công Ty Cổ Phần Thực Phẩm Phúc Lộc Thọ

Website

https://comtamphucloctho.vn

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Phúc Lộc Thọ is a privately held Vietnamese broken rice (cơm tấm) restaurant chain, founded 2005 in Saigon, operating 50+ dine-in and delivery locations across HCMC, Bình Dương, Đồng Nai, and Bà Rịa Vũng Tàu, serving mass-market individual diners and corporate catering clients with a 1.9B VND franchise model.

Ownership category

akta.pro rank

Product category

Vietnamese quick-service restaurant (broken rice / cơm tấm)

NAICS

Limited-Service Restaurants (722513)

SIC

Retail-Eating Places (5812)

akta.pro primary industry

Asian Fast Casual (Pan-Asian, Chinese, Japanese, Thai, Korean) (THAFABAE)

Keywords

• Vietnamese broken rice
• Quick service restaurant
• Restaurant franchise
• Corporate meal catering
• Food delivery service

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices10 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Others

Revenue model

1. Retail Food Sales: Direct sales of cơm tấm meals, combos, and side dishes through chain of 50+ stores across Southern Vietnam. Individual meal prices range from 29K-79K VND.
2. Corporate Catering: Bulk meal orders for offices, conferences, and events with volume discounts up to 12% and VAT invoice support.
3. Franchise Fees: Full franchise model with estimated investment of 1.9 billion VND per store. Franchisees receive operational support, training, and brand guidelines.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

Phúc Lộc Thọ operates the largest cơm tấm (broken rice) restaurant chain in Vietnam, selling traditional Saigon-style broken rice meals such as Cơm Sườn, Cơm Ba Rọi, and Cơm Đùi Gà Quay Than Hoa through 50+ company-owned and franchised stores, with online ordering via website/Zalo/GrabFood, corporate office catering, and a full franchise program at about 1.9 billion VND per store. The company also runs a central kitchen, a digital loyalty program, ready-to-eat meal boxes, and was the first Vietnamese restaurant chain to introduce paper-based food packaging in 2019.

Product overview

Cơm Tấm Phúc Lộc Thọ operates as a broken rice (cơm tấm) restaurant chain with a diversified product portfolio centered around Vietnamese rice-based meals. Core offerings include signature dishes like Cơm Sườn (grilled pork rib rice), Cơm Ba Rọi (pork belly rice), and Cơm Đùi Gà Quay Than Hoa (charcoal-grilled chicken rice), complemented by Combo Đặc Biệt meal sets and various side dishes like Canh Phần (soups) and beverages. The restaurant chain expanded in 2024 with premium offerings including Sườn Mềm Đặc Biệt and Nạc Giòn Nướng Mật Ong, and launched specialty items like Cơm Tấm Mẹt Ngũ Sắc. Beyond dine-in and take-away services, the company offers Cơm Văn Phòng (corporate catering), Món Ăn Liền (ready-to-eat meal boxes), a franchise model (Nhượng Quyền), and a loyalty program called Sổ Gạo Phúc Lộc Thọ accessible via Website and Zalo Mini App.

Differentiator

Problem solved

Functional benefit

Products and services

• Cơm Sườn (Broken rice with grilled pork ribs) The signature broken rice dish with grilled pork ribs at Phúc Lộc Thọ, sold at 32,000đ per serving across all stores for dine-in and takeaway.
• Cơm Ba Rọi (Broken rice with grilled pork belly) Broken rice served with grilled pork belly at 39,000đ per serving, available across all stores for individual diners.
• Cơm Đùi Gà Quay Than Hoa (Broken rice with charcoal-grilled chicken thigh) Broken rice with charcoal-grilled chicken thigh, priced between 47,000đ and 75,000đ depending on portion, featuring traditional grill-house flavor.
• Combo Đặc Biệt (Special meal combos) Curated combo meals bundling rice with sides, including Combo Sườn Bì Chả (62,000đ), Combo Gà Quay (69,000đ), Combo Ba Rọi (72,000đ), Combo 2 Người (139,000đ), and Combo Đặc Biệt (61,000đ-97,000đ).
• Canh Phần (Soup side dishes) Soup side dishes such as Canh Rong Biển Thanh Mát and Canh Khổ Qua Nhồi Thịt served as accompaniments to rice dishes at 15,000đ-25,000đ.
• Giải Khát (Beverages) Beverage offerings including Trà Lài Tắc Mật Ong, Sâm Bí Đào Ly, Coca-Cola Tươi, and various other soft drinks served with meals.
• Cơm tấm Sườn Mềm Đặc Biệt (Premium tender pork rib broken rice) Premium tender pork rib version of the signature cơm tấm, launched January 2024 as an exclusive premium item available system-wide.
• Cơm tấm Nạc Giòn Nướng Mật Ong (Crispy pork with honey glaze broken rice) Crispy pork with honey glaze broken rice, launched January 2024 as one of the first Vietnamese restaurant chain to offer this premium item, available system-wide.
• Combo Gà nướng than hoa (Charcoal-grilled chicken combo) Combo of charcoal-grilled chicken with seaweed soup, launched in October 2023 at 59,000đ promotional price at selected branches.
• Cơm Văn Phòng Giao Tận Nơi (Corporate office meal catering) Corporate catering service delivering bulk cơm tấm meals to offices, conferences, and events with volume discounts of 5%-12% and VAT invoice support.
• Món Ăn Liền (Ready-to-eat meal boxes) Ready-to-eat meal boxes such as Gà nướng ngũ vị, Sườn non đút lò, and Lạp xưởng Cai Lậy sold for at-home preparation.
• Nhượng Quyền Kinh Doanh (Full franchise program) Full franchise program offering franchisees a turnkey cơm tấm restaurant business at approximately 1.9 billion VND investment per store, with operational support, training, and brand guidelines.
• Sổ Gạo Phúc Lộc Thọ (Loyalty membership program) Tiered loyalty membership program (Thành viên mới, Bạc, Vàng, Kim Cương) where members accumulate "Gạo" rice points (1 point per 10,000đ spent) and redeem for stamp vouchers via Website and Zalo Mini App.
• Paper Food Packaging Initiative Paper-based food boxes, paper cups, and biodegradable bags used across all stores as the first such packaging initiative by a Vietnam restaurant chain in 2019.

Quantifiable outcome

• Largest cơm tấm chain in Vietnam
• +1 more outcomes

Named customers2 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Three partnerships are on record, tiered core and minor.

• GrabFoodcoreGTM or Marketing PartnerCollaborative marketing partnership featuring Phúc Lộc Thọ on Nasdaq Billboard in Times Square, New York. GrabFood promoted the brand internationally as part of a campaign to bring Vietnamese cơm tấm to global audience.
• Miss Earth Vietnam 2023minorStrategic or Co-development PartnerEnvironmental partnership aligned with Miss Earth Vietnam 2023's mission on environmental protection. Cơm Tấm Phúc Lộc Thọ supported the initiative as the first restaurant chain in Vietnam to use paper-based packaging since 2019.
• Viettel MoneyminorGTM or Marketing PartnerPromotional partnership offering 10,000 VND voucher for free side dish (canh/nước/bì/chả/trứng) with any main rice dish purchase during March 2023.

Scale indicators7 records

Recent moves12 records

Expansion highlights6 records

Direct peers

• Wrap & Roll: Vietnamese fast-casual chain specializing in fresh spring rolls and traditional Vietnamese dishes, operating a multi-store retail and franchise model. Comparable to Phúc Lộc Thọ in being a Vietnamese fast-casual brand with a standardized menu, dine-in/takeaway model, and franchise expansion across major Vietnamese cities.
• Bún Chả Hương Liên: Iconic Hanoi-based Vietnamese bún chả restaurant that gained international fame after hosting Barack Obama in 2016. Comparable to Phúc Lộc Thọ as a heritage Vietnamese single-dish eatery brand leveraging authenticity and cultural cachet, though primarily single-location.
• Phở 24: Vietnamese phở-focused QSR/fast-casual chain with franchised and company-owned stores across Vietnam. Comparable to Phúc Lộc Thọ as a national-scale Vietnamese single-dish QSR brand pursuing a similar franchise-led, multi-province expansion strategy.

Broad incumbents

• Highlands Coffee: Long-established Vietnamese coffee and casual F&B chain with extensive national footprint. Comparable to Phúc Lộc Thọ as a legacy Vietnamese F&B brand competing for the same mass-market daily-meal and beverage occasions in HCMC and beyond.
• The Coffee House: One of Vietnam's largest specialty coffee and casual F&B chains with hundreds of stores nationwide. Comparable to Phúc Lộc Thọ as a scaled Vietnamese multi-format F&B brand using standardized operations, central kitchens, and digital loyalty/ordering platforms.
• Lotteria Vietnam: Korean-owned QSR chain (Lotte) operating hundreds of fast-food outlets across Vietnam. Comparable to Phúc Lộc Thọ as a multi-store QSR competing for the same Vietnamese mass-market, low-ticket meal occasions.
• McDonald's Vietnam: Global QSR leader operating a growing number of restaurants in Vietnam through a local franchisee. Comparable to Phúc Lộc Thọ as a major QSR brand competing for the same everyday low-ticket meal occasions in HCMC and other urban centers.
• Jollibee Vietnam: Filipino-origin QSR giant with a significant and growing presence in Vietnam. Comparable to Phúc Lộc Thọ as a well-capitalized international QSR chain competing in the same value-meal segment in HCMC and other major Vietnamese cities.
• KFC Vietnam: Major international QSR chain with hundreds of stores across Vietnam under Mitra Adiperkasa. Comparable to Phúc Lộc Thọ as a scaled, professionally managed QSR brand competing for the same mid-priced, family/casual-dining occasion in HCMC.

Emerging players

• Pizza 4P's: Vietnamese-founded casual dining pizza and Italian chain with strong brand presence and international expansion. Comparable to Phúc Lộc Thọ as a homegrown Vietnamese F&B brand that has scaled from local origins into a recognized regional hospitality name, with similar central-kitchen and franchise-style ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/comtam.plt
• LinkedInlinkedin.com/company/phuclocthofoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Phúc Lộc Thọ