Ampersand expands hospitality portfolio with launch of SON Home Kitchen

The launch marks the group’s seventh brand, joining existing concepts including The Running Bean, Be An Vegetarian Bistro, Esta, Häagen-Dazs, Le Petit, and Snowee.

According to the company, the new restaurant reflects its broader strategy of developing a portfolio of distinct hospitality concepts rather than pursuing large-scale expansion through standardized chain models.

Vietnam’s food and beverage sector has become increasingly competitive, with many operators focusing on growth through standardized operations and network expansion. Ampersand said its approach emphasizes differentiated concepts, each with its own culinary identity, design language, and service style.

This deliberate approach allows individual concepts to maintain their distinct personalities while serving different customer segments and dining occasions.

Inside SON restaurant. Photo courtesy of SON

Located in Ho Chi Minh City, SON enters a mature dining market with a menu centered on Vietnamese home-style cuisine. The restaurant draws inspiration from traditional family meals and regional cooking techniques.

A key element of the concept is the use of wood-fired cooking alongside modern kitchen equipment. At SON, traditional wood-fire stoves are integrated directly into the restaurant space to prepare several signature dishes, preserving the original flavors and textures associated with the heritage cooking methods of Vietnamese cuisine.

In addition, the chefs incorporate traditional preparation techniques, including naturally fermented pickled vegetables, house-made vinegars, handcrafted herb oils, and even artisanal mam ca linh (linh fish sauce) and mam bo hoc (prahok or mudfish paste).

The menu features more than 100 dishes inspired by Vietnamese family meals and communal dining culture. Photo courtesy of SON

The extensive menu features over 100 dishes inspired by the warmth of the Vietnamese family table. Guests can savor thoughtfully crafted plates like the O Thum-style grilled chicken, wind-dried duck legs slow-cooked over a gentle wood fire, claypot-braised snakehead fish roe, and tiger prawns rich with coconut milk.

For larger gatherings, the restaurant shines with communal centerpieces like the southern-style charcoal hotpot, a dish designed to encourage connection and conversation – true to the spirit of shared dining.

The name “SON” itself evokes deep-rooted cultural sentiments, symbolizing loyalty, warmth, and the vibrant hues of traditional vermilion (sac son). It is a nod to both the enduring values of local culture and the comforting, amber glow of a hearth fire.

Stepping inside, the space feels remarkably like a private residence rather than a commercial venue. The intimate, layered interiors are designed to feel like an open home, perfectly suited for lingering family gatherings, private milestones, and long, relaxed evenings.

This debut highlights a broader shift in consumer desires. Today’s diners are increasingly looking for experience-driven hospitality, spaces that seamlessly weave culinary heritage, thoughtful design, and highly personalized service together.

“For us, true success is not measured in footprint size or rapid expansion, but in the soul, longevity, and cultural resonance of each concept they introduce, “said an Ampersand’s representative.” As Vietnam’s lifestyle and hospitality landscape continues to mature, there is an unmistakable craving for dining experiences that celebrate cultural identity, meticulous craftsmanship, and genuine human engagement.”

Through SON Home Kitchen, Ampersand expands its presence in the premium dining segment, adding a soulful chapter to its growing portfolio of hospitality and lifestyle brands.