How Denise Tran Turned a Personal Journey into Bun Mee, a Vietnamese Fast Casual Success Story
Denise Tran didn’t plan to leave her law career behind to start a restaurant. But after the passing of her father and a solo trip to Vietnam to honor his final wish, everything changed. Inspired by the vibrant street food culture and the deeply personal connections she made along the way, Denise returned to the U.S. with a calling: to make the Vietnamese bánh mì sandwich accessible and elevated for a mainstream audience.
In this episode of Emerging Franchise Brands, Denise shares the inspiring journey that led to the creation of Bun Mee—a gourmet Vietnamese fast casual concept that debuted in San Francisco in 2011. From day one, the response was overwhelming, with lines out the door and catering orders flooding in. But Denise’s path wasn’t typical: she had no restaurant experience, just relentless curiosity and a willingness to ask for help. She cold-called consultants, brought in top culinary minds, and stayed hands-on through every challenge—from recipe development to driving delivery runs herself.
Today, Bun Mee operates both corporate and airport locations, with plans to expand via franchising through a hybrid growth model. Denise is focused on finding partners who align with the brand’s purpose—people who love food, community, and culture.
More than a restaurant, Bun Mee is part of a larger legacy: bringing Vietnamese flavors to the forefront of American dining and creating pride around a cuisine that once flew under the radar. For Denise, success isn’t just about business growth—it’s about identity, representation, and honoring where she came from.
June 19, 2025
