Vietnam-headquartered restaurant operator L Concepts has expanded its L’Usine concept by targeting the dinner market with a new sub-brand, L’Usine Eatery.
L Concepts owns the 24-strong Scoozi pizza chain in Thailand, two Italian restaurants bearing the Namo name in Vietnam and three L’Usine outlets in Ho Chi Minh City, including its flagship on Le Thanh Ton which opened in July, and is home to the new Eatery.
L Concepts describes L’Usine Eatery as “a casual dining experience that reinforces our position as one of the most dedicated and innovative culinary and restaurant brands in Saigon”.
The restaurant is located on the top floor of its four-level flagship and will open only at night.
Its menu offers classic European dishes with a twist reflecting its French chef’s Vietnamese influence and fresh seasonal ingredients.
The L’Usine stores offer a mix of fashion and giftwares along with coffee and cafe food. They stock fashion brands including Rag and Bone Jeans, Comme Des Garcon’s Play, Maison Kitsuné and Cheap Monday, from H&M, stocked exclusively in Vietnam. Alongside these are an ever-expanding and evolving collection of L’Usine’s in-house products and goods curated from local designers.
A spokesman for L Concepts said the opening of a dinner restaurant is part of a long-term plan to expand the L’Usine brand in Vietnam in preparation for opening stores in other markets.
The privately-owned company, which bought the Saigon business from its founders two years ago, plans to continue to expand both organically and through acquisitions, focusing on the Southeast Asian market.
The L’Usine flagship is located on a high-profile intersection in the heart of Saigon’s District 1 in a building formerly home to a Pizza Hut restaurant.
