Vietnamese-born founder Luke Vu is preparing to introduce Luke’s Bánh Mì to the broader Australian franchise market. Until now, the brand has focused on building a strong local presence in metro Melbourne. Vu now intends to scale the bakery chain through franchising, aiming to double the brand’s footprint and target new markets with fresh energy.
His expansion strategy zeroes in on inner-north and inner-west Melbourne, where foot traffic is strong, before venturing interstate. “We plan to launch 30 stores by the end of the rollout period, with the majority right here in Victoria, and only one perhaps in Sydney,” Vu says. The Sydney location would serve as a symbolic point of entry beyond the brand’s home state.
Interest in the franchise opportunity has been substantive. Over 70 candidate prospects have already expressed intent. Recruitment is being led by GM Christina Moro, who is targeting passionate single-store operators capable of channeling both culinary dedication and community branding. Vu himself is securing a trainer and interviewing candidates for an operations manager to sustain quality across new stores.
Quality will remain central to the value proposition. Vu emphasizes that every bakery will bake fresh daily, supported by a strong central kitchen for preparation. “We don’t compromise on quality. That’s why we have our clients hooked, and the real test will be scaling up without losing our touch,” he acknowledges. Franchise terms include a $70,000 entry fee, a 7 percent royalty, and a 3 percent marketing levy, with the franchisor committing to match local marketing spend. Locations will typically measure 80–90 sqm, with the brand also exploring drive-through options for fast-paced footprints.
With roots in a third-generation family bakery in Vietnam, Vu’s path into the food world began long before he arrived in Melbourne. His journey from student baker to entrepreneur shapes how he views growth: careful, values-driven, but ambitious. The franchising move by Luke’s Bánh Mì may be modest in scale compared to larger chains, yet it carries outsized potential. Observers and investors will be watching closely to see whether Vu’s model can preserve authenticity while scaling across diverse Australian markets.