A World of Experience
Real Experience. Real Risks. Real Results.
I didn’t learn this from a textbook. I learned it by investing my own money and navigating the complexities of the Hanoi F&B scene first-hand.
After transitioning from a banking career in Sydney to building successful, debt-free businesses here, I’ve found that the most valuable lessons are often the hardest won. It is incredibly fulfilling to take that knowledge and help other owners build something smarter and more resilient.
I’m here to pass on what works, so you can focus on growing your business with confidence.
Drop In Cafe
Where it all began.
Positioned directly opposite Hanoi’s famous Train Street. I founded Drop In Cafe in October 2019—just months before the pandemic.
Navigating two years of lockdowns in a tourist-heavy area was the ultimate crash course in business survival.
This isn't just a cafe; it’s proof that my systems work. It still stands today as a testament to operational resilience.
Cafe Setup & Consultation
Building Success From the Ground Up
I have helped café owners turn a concept into a functioning business.
My focus is on providing the systems you need to scale and stay consistent:
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Menu Engineering: Tailored menus that match your theme and customer tastes.
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Staff Training: Comprehensive programs to ensure service excellence.
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Efficient Layouts: Designing floor plans that maximize workflow and speed.
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Operational Systems: Developing custom SOPs and checklists so the café runs itself.
My goal is simple: To give you the tools and systems to thrive in a competitive market.
Pop Up Markets
Pop-Up Markets: Test Before You Invest
Pop-ups are the ultimate low-risk testing ground. They allow you to validate your concept and get close to your customers without the financial burden of a long-term lease.
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Low Risk: Experiment with recipes and branding for a fraction of the cost.
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Direct Feedback: Learn exactly what your customers want in real-time.
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Hands-on Training: Master the basics—prep, ingredient handling, and payments—on a manageable scale.
Start small, learn fast, and build your community before you open your doors.
Pop Up Market (Taiwan)
Taipei Pop-Up: Bringing Hanoi to the World
In Taipei, I took over a local cafe to introduce authentic Vietnamese flavors to a new market. This project was about more than just coffee—it was a successful test in cross-cultural branding and operational adaptability.
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Product Success: Introduced signature egg coffee and traditional Vietnamese brews to a delighted local audience.
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Adaptability: Proven ability to manage operations and maintain quality in an international setting.
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Result: Blended two cultures to create a thriving community space for coffee lovers.
Workshops & Speaking
Workshops & Speaking
I regularly share my experiences and provide direct feedback to the next generation of F&B entrepreneurs in Hanoi. My goal is to bridge the gap between a "dream" and a functional business.
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Project Reviews: Providing honest, actionable critiques of new cafe concepts.
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Market Insights: Discussing the specific challenges and rewards of the Hanoi F&B scene.
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Mentorship: Helping aspiring owners avoid common pitfalls before they spend a single VND.
Global F&B Research
I've travelled the world researching F&B concepts.
I’ve travelled the world to study why certain F&B concepts succeed while others fail. From Southeast Asian street food to European dining, I analyze the operational strategies and emerging trends that drive global success.
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Trend Spotting: Identifying international trends before they hit the local market.
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Cultural Adaptation: Understanding how to successfully bridge the gap between global concepts and local preferences.
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Operational Benchmarking: Learning from world-class systems to optimize workflows back home in Hanoi.
Charitable Work
Mentorship & Guidance
I believe in supporting the next generation of hospitality talent. I regularly volunteer my time to help trainees refine their skills and understand the importance of the customer experience.
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Skills Training: Providing hands-on guidance to help trainees perfect their craft.
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Best Practices: Sharing industry insights to foster a collaborative learning environment.
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Judging & Feedback: Offering professional critiques to help new talent build confidence and grow.
Pandemic Pivot
Supporting the Community
When the city went into lockdown, we used our resources at Drop In Cafe to support Hanoi’s frontline medical workers.
We organized a juice-making initiative, crafting nutritious drinks to boost the energy and morale of those working tireless hours.
It was a small way to give back during a challenging time, ensuring our equipment and skills were put to good use for the community.
I've Explored The World of Coffee
Now let me bring that world of experience to your doorstep.