Doi Moi Group grew out of one taqueria on Phan Châu Trinh into six rooms across Hội An: a taqueria, an agave bar, a terrace bar, a fish and chip shop, a saké bar and a Mexican brunch spot, each with its own name and its own door.
Masa Taqueria and Lalita's draw on real Mexican technique and produce; Mezcal Coctelería and Hèm bring agave and saké spirits into rooms built around Vietnamese ingredients. Market Bar and Ms. Phuong's take a more local, low-key start: a river terrace and a lockdown delivery service that grew into a rooftop.
We don't run six branches of one idea. We run six rooms, each built to stand on its own: its own kitchen, its own crowd, its own reason for a guest to come back. A group name sits quietly behind them, doing the parts a single small room can't do alone.
What carries across every door is care: for the ingredients, for the room, and for the people working the floor and the kitchen.
The first door
Masa Taqueria opens on Phan Châu Trinh, tortillas pressed daily from real masa.
Five more doors
Mezcal Coctelería, Market Bar, Ms. Phuong's Fish & Chips, Hèm Hội An and Lalita's Mexican Brunch each open their own doors.
Today
Six venues, one family, in Hội An's old town.
Masa Taqueria and Lalita's press their own tortillas and cook from real Mexican technique. Mezcal Coctelería and Hèm build cocktails from agave and Vietnamese-made saké and rice spirits. Market Bar and Ms. Phuong's keep it simpler on purpose: infused gin, cold beer, and British fish and chips done properly.
TODO: how Doi Moi Group's venues take part in the Hội An community — this has not yet been confirmed with the team, and nothing is invented here.
TODO: how the group looks after the people who run its kitchens and floors — training, conditions, growth. Still to come from the team.
TODO: where produce, spirits and materials come from, and any local or sustainable sourcing commitments. Still to come from the team.
