Anan Saigon redefines Vietnamese street food with a luxury touch
In July 2026, Chef Peter Cuong Franklin, owner of Anan Saigon located at 89 Ton That Dam Street in Ho Chi Minh City, introduced an innovative menu featuring three types of gourmet banh mi priced up to VND200,000, roughly eight dollars, following a decade of researching the classic baguette.
Based on reports from the Michelin-starred establishment, the new culinary lineup includes Vietnamese mortadella ham banh mi, fish cake banh mi, and wagyu beef banh mi, with each item crafted to be half the size of a traditional street baguette.
Citing reports detailing the premium ingredients, the wagyu beef version costs VND200,000 and features a picanha cut inspired by Italian mortadella sausage, thinly sliced and layered up to 30 times alongside slow-cooked wagyu beef short rib.
According to the restaurant's culinary team, the other two varieties are priced at VND180,000, and all options are served with traditional accompaniments including pate, Hoi An chili sauce, tomatoes, lettuce, and pickles.
The inspiration and meticulous craftsmanship behind the luxury sandwich
Chef Franklin utilizes Hanoi-style bread for the new creations because of its distinct resemblance to French baguettes, noting that it is smaller, denser on the inside, and more fragrant than standard Saigon variations.
According to the restaurant founder, expanding the space next to Anan Saigon provided the long-awaited opportunity to open an outdoor cart serving these upscale sandwiches alongside fresh Vietnamese coffee.
Local resident Nhan Hien Nhi stated that she decided to sample the gourmet creation out of pure curiosity regarding the steep price tag compared to ordinary street food vendors.
She added that although the portion measures only half the size of a regular street sandwich, the generous amount of high-end beef makes it equally filling and satisfying.
Justifying the price tag and elevating local culinary traditions
Addressing public reactions, Chef Franklin acknowledged that the pricing might surprise casual diners, but emphasized that the cost accurately reflects the superior quality of the ingredients used.
He compared the pricing structure directly to international standards, explaining that if a standard burger can easily command VND200,000 to VND250,000, the iconic banh mi deserves an equivalent tier due to its exceptional flavor profile.
Citing his ongoing mission, the chef intends to continuously pursue his primary goal of elevating familiar Vietnamese dishes into the high-end dining segment while carefully preserving their authentic cultural identity.
Based on current industry developments, this strategic move highlights a growing trend among local chefs who seek to modernize traditional street food favorites for international and local gourmets alike.
