Yum Brands, the parent company of Taco Bell, KFC and Pizza Hut, has opened its newest Vietnamese-style restaurant chain, the Banh Shop, in Dallas.
The new franchise, which is modeled similarly after Chipotle's cafeteria-style simple eating menu, serves classic Vietnamese sandwiches, rice bowls and salads.
"We're right at the cross section of Millennials' expectations for fresh ingredients and the big trend of Southeast Asian cuisine," Yum Brands vice president of new concepts Christophe Poirier told USA Today.
When asked whether there will be more Banh Shops opening soon, Poirier said he "can't predict the future."
"We focused on this store - and taking care of the customer."
Business analysts have marked the new franchise opening as a way for Yum Brands to remain competitive against Chipotle's own Vietnamese-style restaurant, Shop House. They have also credited the Banh Shop's marketing campaign as a way to target the increasingly important Millennial generation.
Yum Brands has branded the Banh Shop as "Saigon Street Food" famous for its Grilled Steak Banh Mi Sandwich, a classic in Vietnamese cuisine.
Yum Brands has been marked with a loss of popularity in recent years as new generations of consumers have begun flocking to non-fast-food chain restaurants and franchises.
