HOUSTON — Saigon Hustle, the bold, flavor-forward Vietnamese fast-casual brand, is taking its hustle national. The Houston-born concept today announced a growth partnership with Savory Fund and Virentes Partners Group to accelerate expansion across the Southeast. 

The partnership kicks off with a 24-unit franchise deal across Florida, Tennessee, and the Carolinas. Additionally, Virentes Partners Group has made a significant investment into Saigon Hustle corporate, showcasing its belief in the brand as both a franchisor and franchisee. Over the next two years, Saigon Hustle plans to triple its corporate store footprint and aims to sign a significant number of franchise agreements in key markets with proven multi-unit operators.

Founded in 2020 by best friends and Houston residents Cassie Ghaffar and Sandy Nguyen, the brand brings traditional Vietnamese cuisine into a modern, fast, and approachable format. Guests enjoy Banh Mi sandwiches, rolls, bowls, salads, pho, and wings made with locally sourced ingredients — earning Saigon Hustle recognition as “the Chipotle of Vietnamese food” and accolades including QSR’s 40/40 list and Houston Eater’s “Brag-Worthy Banh-Mi.”

Saigon Hustle joined the Savory Fund portfolio in 2021 after winning the firm’s Million-Dollar Restaurant Launch, a competition that saw nearly 250 emerging restaurant brands compete for the grand prize. Today, Saigon Hustle has two locations in Houston. 

“There’s truly nothing like Saigon Hustle — the flavors, the energy, and the experience are completely one-of-a-kind,” said Andrew K. Smith, co-founder and Managing Director of Savory Fund, a private equity firm that has invested in powerhouse brands like Swig, Mo’ Bettahs, and Houston TX Hot Chicken. “We’re thrilled to partner with the incredible Virentes team to bring this unique concept to new cities and communities. We can’t wait for more people to discover and fall in love with what Cassie and Sandy have built.”

“Our quest in hospitality has been to partner with emergent brands that are redefining exceptional in terms of culinary offerings and patron enjoyment,” said Jim D’Aquila, Managing Member of Virentes Partners Group and Virentes Hospitality, an owner and operator of restaurant concepts like Shipley Do-Nuts and Sweet Paris Creperie. “Saigon Hustle is truly extraordinary, and the passion of its founders, Cassie and Sandy, is evident in every dish it serves and in the devotion of their team and loyal guests. That passion, combined with Savory’s proven capacity to successfully scale brands, is the reason we not only wanted to be a franchisee, but also make a meaningful investment in the parent company.”

“When we launched Saigon Hustle, our goal was simple: share Vietnamese flavors in a way that’s fun, approachable, and unforgettable,” said Cassie Ghaffar, co-founder of Saigon Hustle. “This partnership opens the door to reach so many more guests, while keeping the heart and energy of our brand alive in every location.”

“Hustling has always been at the core of what we do,” added Sandy Nguyen, co-founder of Saigon Hustle. “It’s incredible to see how far we’ve come, and even more exciting to know the best part of the journey is still ahead with these wonderful partners by our side. We can’t wait to share Saigon Hustle with new cities and new fans across the country.”

For franchise inquiries, please reach out to franchise@saigonhustle.com.

As part of the transaction, the Virentes Partners Group investment will fuel Saigon Hustle’s parent company and franchisor for corporate expansion and operate franchise locations under the flag of Virentes Hospitality. Virentes was advised in the transaction by John Goldasich of The Montclair Group LLC and Marks & Klein, its legal counsel. Savory was advised in the transaction by Mayer Brown. 

ABOUT SAIGON HUSTLE

Saigon Hustle is where traditional Vietnamese cuisine meets modern flair. Founded by Cassie Ghaffar and Sandy Nguyen, co-owners, entrepreneurs, and best friends who met at the University of Houston, the duo reunited to create their experiential fast-casual drive-thru and dine-in concept that offers a variety of healthy, quick options for daily life. Saigon Hustle uses locally sourced ingredients for Banh Mi, rolls, bowls, salads, soups, wings, and more. To learn more, visit SaigonHustle.com.

ABOUT SAVORY FUND 

Savory Fund is an innovative private equity firm that combines over $750 million in assets under management with a growth playbook and expertise that has been developed over 15 years of operating in the restaurant industry. Savory partners with high-potential, profitable, emerging restaurant brands, to deliver financial capital, industry expertise, growth and revenue opportunities, profitability enhancements and new location development. The Savory team contributes directly to all aspects of growth and replication by using a proven playbook and methodology. Founder involvement in the expansion of a brand is a central theme of the Savory approach as founders carry the tribal knowledge around the uniqueness that has energized early success and is essential to future growth. The Savory Fund has invested in 10 brands: Swig, R&R BBQ, Pincho, Via 313 Pizzeria, Houston TX Hot Chicken, Mo’ Bettahs Hawaiian Style Food, 86 Repairs, Saigon Hustle, Hash Kitchen, The Sicilian Butcher, South Block, Hawkers Asian Street Food, and Bonue Bakery. For more information, visit SavoryFund.com.  

ABOUT VIRENTES PARTNERS GROUP

Virentes Partners Group is a multi-family private investment, operations and management platform that seeks to partner with the world’s leading consumer and business brands. Founded in 2022, the group deploys flexible capital in sectors where it has deep institutional knowledge and operating capability to support the operational and growth needs of founder-led and high-growth partner companies. www.Virentes.com.

ABOUT VIRENTES HOSPITALITY

Virentes Hospitality is an owner and operator of differentiated restaurant concepts that span multiple geographies across the southeast. Virentes is passionate about enriching the lives of its team members and the communities it serves. With highly craveable culinary offerings and a focus on exceptional guest experiences, Virentes strives to set the platinum standard for hospitality, creating warm and inviting atmospheres that celebrate connection, community, and the joy of sharing a meal. Virentes geographic footprint currently focuses on Central and Northern Florida including Tampa Bay, Southeast Coast, Orlando and Jacksonville as well as the Greater Nashville, Tennessee markets and the Raleigh Durham Research Triangle in North Carolina. Virentes Hospitality is a portfolio asset of Virentes Partners Group.