Ten days after opening in Tan Hung Ward on Aug. 3, Chad Kubanoff's banh mi stall sells out daily. Operating without staff during its test phase, Kubanoff keeps sales to just 50 loaves a day.
This means customers line up as early as 8 a.m., an hour before opening, to make sure they can lay their hands on one.
"I didn't expect this many customers," Kubanoff says.
"All 50 loaves sold out within an hour."
Bre and Noah, a Canadian couple, discovered the stall during a trip around Vietnam. They arrived at 8:30 a.m. and waited two hours for their banh mi, having failed to get one on two earlier visits.
Kubanoff's wife, Thuy (R), keeps track of pre-orders submitted via email or by customers waiting up to two hours in line. The couple prepare and serve every order themselves.
"I know it's frustrating for customers to wait so long, but seeing how patient everyone is, I understand they love and appreciate the flavor of what we make," Thuy says.
Kubanoff grills the meat over charcoal. The stall uses 10 kilograms of meat a day, marinated overnight and grilled on order to keep it fresh.
Kubanoff, who has stayed in Vietnam for a decade, used to run a Vietnamese restaurant in the U.S where grilled pork banh mi was the top seller. Knowing its appeal to local and international diners, he made banh mi his flagship offering in Vietnam.
The dish's highlight is its charcoal-grilled pork. Brushed with caramel and sprayed with water while cooking, the pork stays tender and juicy with a charred crust and distinct aroma.
Grilled pork banh mi is the only item on the menu, and is priced at VND88,000 (US$3.36) each.
The stall is on the sidewalk beside the couple's house, and has four plastic tables and stools. But most customers opt to take the baguette away.
Martin, an Australian tourist, arrived before opening and waited an hour before getting his banh mi. He learned about the shop through social media. Though costing double the usual price, he thought it was worth it for the handmade process.
Keylen and Angel, tourists from Mexico, said they have visited Vietnam over the past four years and eat banh mi wherever they go. Hearing about the stall, they decided to queue for an hour to try it.
"The grilled pork has a rich flavor, a caramel note, and just the right moisture, not dry, not greasy," Keylen said, adding that the price is not exorbitant for foreign visitors.
