Saigon Hustle, the fast-casual modern Vietnamese drive-thru concept that launched in Houston in 2020, is expanding its footprint in a major way after signing a growth partnership with Savory Fund, a private equity firm that has invested in brands like Swig, Mo’ Bettahs, and Houston TX Hot Chicken, and Virentes Partners Group, a multi-family private investment firm that operates Shipley Do-Nuts. With significant plans in motion, the marriage is geared up to catapult the budding brand into the national spotlight.
A 24-unit franchise deal will increase the restaurant’s presence across the Southeast, with locations in Florida, Tennessee, and the Carolinas. As an added bonus, Saigon Hustle has plans to triple its corporate store footprint by signing franchise agreements in various markets. This is a significant turning point for Cassie Ghaffar and Sandy Nguyen, the Houston best friends that opened the restaurant just five years ago. The duo’s paths first crossed at the University of Houston, and their entrepreneurial journey together began a few years later.
“When we launched Saigon Hustle, our goal was simple: share Vietnamese flavors in a way that’s fun, approachable, and unforgettable,” said Ghaffar in a press release. “This partnership opens the door to reach so many more guests, while keeping the heart and energy of our brand alive in every location.”
The timing of Saigon Hustle’s opening during the pandemic likely played a part in its initial success. Its basic drive-thru model with spacious outdoor seating gave guests a convenient way to score Vietnamese comfort eats like banh mi, vermicelli bowls, salads, wings, and soups, while safely social distancing. While the approachable format was appreciated, it was undoubtedly the food that kept customers returning.
“There’s truly nothing like Saigon Hustle—the flavors, the energy, and the experience are completely one-of-a-kind,” said Andrew K. Smith, co-founder and Managing Director of Savory Fund. “We’re thrilled to partner with the incredible Virentes team to bring this unique concept to new cities and communities. We can’t wait for more people to discover and fall in love with what Cassie and Sandy have built.”
The partnership with Savory Fund is not new. The restaurant joined its portfolio back in 2021 when it won the grand prize against 250 emerging restaurants in a competition for the firm’s Million Dollar Restaurant Launch. The title secured Ghaffar and Nguyen a $1 million investment into the restaurant by Savory, along with operational support from the firm. Soon after, a second location of Saigon Hustle opened in Spring Branch. As the restaurant’s name suggests, Ghaffar and Nguyen’s journey has not been without a hefty amount of hard work and dedication.
“Hustling has always been at the core of what we do,” said Nguyen, in a press release. “It’s incredible to see how far we’ve come, and even more exciting to know the best part of the journey is still ahead with these wonderful partners by our side. We can’t wait to share Saigon Hustle with new cities and new fans across the country.”
