Finding success in both business and love while venturing into a new country may seem like a challenging feat, but for Chad Young, it turned out to be an unexpected reality. Leaving his native Maryland behind, he embarked on a journey to invest in Malt South, a thriving barbecue restaurant in District 7, HCMC, unaware of the delightful surprises fate had in store for him.

The Saigon Times: Why did you choose Vietnam as the destination for your new journey? Chad Young: I worked for a project management and government contracts training organization in Arlington, Virginia, and I was in sales. When the economic downturn hit in 2008 and 2009, my consultative sales job became much more challenging. After facing a tough time at work and dealing with a recent heartbreak, I felt the need for a change in my life, something I never thought I would have the chance to do. That’s when I decided to take a risk and spend a year teaching and traveling overseas, an opportunity to explore a part of the world I had never experienced before—Asia. Choosing Vietnam as my destination was a decision made for various reasons, including our shared history. While I had enjoyed my job back in the States for a while, the repetitive nature of office work and the constant grind of the “rat race” were taking a toll on me. It was an essential experience for me to be a part of, but I realized it wasn’t the ideal path for me.” There are several BBQ restaurants in HCMC. How do you ensure your restaurant stands out among the competition? Through consistency. We understand the importance of evolving with times and tastes, but above all, delivering a good product consistently is crucial and no easy task. Taking care of our staff is also a top priority, as they play a significant role in taking care of our guests. We strive to create a positive work environment for our team, knowing that their satisfaction will reflect in the service and ultimately the customer experience. It’s a delicate balance, as lower quality food or poor service can drive customers away, but with excellent food and service, we aim to create happy customers who keep coming back. Are there any cultural considerations you’ve noticed? Not really. But maybe some of the BBQ sauces with strong vinegar flavors may not align with the local taste preferences. Like in any culture, it takes time for the palate to adjust to new flavors and cuisines. However, we’ve noticed that the younger generations, driven by exposure to foreign cultures through the Internet and social media, are more open and adventurous in trying new things, which bodes well for our diverse offerings. Overall, we embrace the rich cultural diversity of HCMC and aim to create a BBQ experience that can be enjoyed by locals and foreigners alike.

How do you ensure your pricing remains competitive? In HCMC, barbecue dishes typically have a wide price range, and we aim to remain competitive while prioritizing the quality of our offerings. Although we keep an eye on competitor prices and specials, our focus is not solely on competing based on prices. We believe that maintaining the integrity of our ingredients and ensuring consistent quality is crucial to avoid compromising the dining experience. We want to be known as a reliable establishment that offers good value for money, rather than the cheapest option in town. Our heart is in what we do, and we take pride in providing great food, a welcoming ambiance, and a place where people can come together. Are there any specific marketing strategies or platforms that have worked well for you? As for marketing strategies, we have built a strong local reputation, thanks to word of mouth and our presence on social media platforms like Facebook and Instagram (@maltsouth). These platforms allow us to reach out to customers and provide them with convenient options to place orders for our delicious BBQ meals. We are also exploring other ways to engage with customers without overwhelming them with excessive marketing. What steps do you take to create a welcoming and comfortable atmosphere for customers at your restaurant? To create a welcoming and comfortable atmosphere for our customers, we prioritize friendly greetings upon entry and ensure our dining and bar area is visually appealing and inviting. We strive for a cozy ambiance with comfortable temperatures and good music. However, above all, our focus is on providing excellent service, making our guests feel at home, and leaving them with a desire to return. How did you and your Vietnamese wife meet, and what brought you two together? We actually met at a popular semi-dive bar on Dong Khoi Street in District 1, HCMC. I got into darts, and that bar was a hub for some of the best players in town. They had the Saigon International Darts League, which attracted both locals and foreigners who were passionate about darts. My wife became friends with an all-girls darts team that played there, and over time, we got to know each other. Our relationship developed gradually, and now, many years later, we are happily married. How has the interracial relationship influenced your cultural perspectives and understanding? We are heading back to the U.S. for the first time in September, and I’m curious to see how strangers will react to us as a couple. My family and friends are excited to finally meet her in person. For us, being married is just being married. I don’t think too much about the interracial or intercultural aspect. We are happy together, and I love her dearly, and she feels the same way. We make sure to express our love and support for each other. One cultural difference that stands out is the importance of doing things together. It took some adjustment, but now I prefer having her accompany me whenever I go somewhere. How do you maintain open communication and understanding considering potential language or cultural barriers? Maintaining a happy relationship requires effort, understanding, and respect. We avoid offending each other with inappropriate behaviors or decisions. Trust, faithfulness, and loyalty are also vital, and we apologize when we make mistakes. Patience plays a crucial role on both sides to ensure effective communication and a strong bond.

Reported by The Ky