ROWLAND HEIGHTS, CA – Boban, the first Vietnamese baguette chain in the U.S., is gaining momentum with its aggressive franchising strategy and the upcoming opening of its corporate-owned flagship store at Grand Century Plaza, one of Rowland Heights’ most anticipated lifestyle and dining destinations.
Set to open in February 2026, Grand Century Plaza will be anchored by a premier supermarket and surrounded by renowned, well-known restaurants, making it a high-traffic hub for food lovers and visitors across the San Gabriel Valley and Greater Los Angeles area. Boban’s new flagship store will place the brand at the center of this vibrant culinary community, positioning it for accelerated growth and national brand recognition.
“With our corporate-owned flagship at Grand Century Plaza, Boban is setting the stage for our next growth chapter,” said Elaine Nguyen, CEO of Boban. “Our goal is to make Boban the go-to destination for authentic Vietnamese baguettes and premium coffee across the U.S. This milestone demonstrates our commitment to bringing our vision to life and supporting our franchise partners with prime locations and a proven business model.”
Franchise Growth Strategy
Boban is on track to have 10 locations by the end of 2025, either open or in development, including corporate-owned stores in:
- Garden Grove (corporate-owned flagship)
- Cypress
- Fountain Valley
- Monterey Park
- Medan, Indonesia (international flagship already open)
Additional stores are under development in Chino Hills, Costa Mesa, Lake Forest, and Hacienda Heights, strengthening Boban’s footprint across Southern California and beyond.
Why Franchise with Boban
Boban’s franchise program is designed to help partners capitalize on the rising demand for Vietnamese cuisine and premium café-style dining. Key benefits include:
- Proven Business Model – Successfully operating in competitive markets with high-performing stores.
- Prime Location Strategy – Leveraging real estate expertise to secure premium, high-traffic sites.
- Comprehensive Training & Support – Guidance on store design, operations, and marketing.
- Multi-Concept Synergy – Opportunities to collaborate with sister brand like Pho OneV (authentic Vietnamese pho), combining Vietnamese baguettes, pho, and desserts for higher revenue potential.