19/06/2020 11:06 GMT+7 Email Print Like 0

ABC Bakery develops its brand during Covid-19

ABC Bakery has recently been known for its bread made from red dragon fruit. Now, ABC bakery can not only maintain its revenue, but also develop its brand during the epidemic. 
Twenty years ago, large brand names like KFC and Lotteria came to Vietnam. Many people were afraid that Vietnamese enterprises would not be able to compete with the powerful opponents. However, Kao Sieu Luc saw opportunities for ABC Bakery with his motto “slow but sure”.

Luc built ABC bakery by chance. In the first days of his business, Luc sold rice and then wheat flour. After that he began making bread. He invested in modern machines for production and transferred technology to skilled bakers with the thinking, “the combination of skill and technology will have an ideal outcome”. But the result was unexpected. Skilled bakers could not work with the new machines. Luc decided to hire younger employees. Young bakers, 18 to 20 years old, operated the new machines very well while skilled employees were asked by Luc to do more suitable tasks including checking new buns. The change brought significant improvements to his business.



 Kao Sieu Luc, the founder of ABC Bakery.


Mixing flour and other ingredients to make bread. 


He works with young bakers. 


He is considered the "King of bread" in Vietnam. 


Checking quality of products. 


Kao Sieu Luc instructs his staff to preserve cakes. 

Luc said that his point of view regarding work is “slow, but steady progress”. He wanted to buy real estate first and then opened his bakery stores. Luc said he didn’t want to rent a bakery space and “work for” banks. Now, the value of the real estate that Luc owns is higher than the worth of bread inside his bakeries.

ABC bakery now supplies more than 50 international brands of cuisine operating in Vietnam such as KFC, McDonald’s, Popeyes, Burger King and Dunkin’ Donuts or chains of coffee shops such as DQ, Starbucks, CGV and SASCO. 
Since October 2019, the businessman has opened 30 ABC bakery stores in seven provinces and cities like, Ho Chi Minh City, Da Nang, Khanh Hoa, Binh Duong, Dong Nai, Tien Giang and Can Tho.

Big fast-food brands like KFC and Lotteria have selected ABC bakery as a partner to sell their products in Vietnam. After the debut of dragon fruit bread, a unique product for both domestic and foreign customers, crowds lined up outside ABC Bakery locations hoping to buy some.

Luc has recently done some research on how to make watermelon bread. After many tests however, he combined banana and watermelon to make a healthy and tasty product. Watermelon-banana bread is expected to launch in the near future.



Kao Sieu Luc poses for a photo with late General Vo Nguyen Giap. Photo: Files


He works as an examiner at an international contest of making cakes. Photo: Files


Kao Sieu Luc builds a house for 
disadvantaged families. Photo: Files


He present gifts to staff' children in his company. Photo: Files

Since 2018, ABC bakery has exported to Southeast Asian nations 80 containers (about 1,200 tons) of bread and custard cake/year, accounting for 16% of its revenue of over 25.5 million US dollars.

By Thong Hai