THE FATHER OF FLAME GRILLED CHICKEN AND CASUAL DINING CONCEPTS IN SAIGON

ASIF MEHRUDEEN, CEO OF AHM LIFESTYLE (CHICKITA, GREYHOUND CAFE)

A chef by trade, Asif is an Aussie who moved to Bali in 2002 and has since called Asia home for the past 19 years. In 2009, Asif moved to Vietnam to helm the kitchen as Executive Chef at the Park Hyatt Saigon. After four years, Asif took a leap of faith and ventured into the world of casual dining restaurants and created some of the city’s most well-loved concepts including Sorae, San Fu Lou and Di Mai up till 2019 when he exited and founded AHM Lifestyles, which houses popular flame-grilled chicken concept, Chickita (four locations in Saigon) and Greyhound Cafe.

WHO/WHAT WAS YOUR INSPIRATION FOR GETTING INTO THIS INDUSTRY AND WHY?

Growing up in Melbourne, I was fortunate to have been exposed to different types of cuisine and culture. I was also very much inspired by my time in the kitchen cooking alongside a myriad of different chefs from different backgrounds and nationalities. It was so inspiring to learn about their culinary worlds and perspective. And of course, growing up with family and friends who enjoy food as much as I do!

CAN YOU NAME 3 UP-AND-COMING INDUSTRY FIGURES TO LOOK OUT FOR IN VIETNAM?

• Elevated Vietnamese cuisine - I strongly believe we are going to see more talented local chefs explore different styles of regional unique culinary concepts, it’s already starting to happen and the world is watching.

• Vegan food - a new opportunity fast growing all around

the world and becoming part of our new lifestyle choice • Desserts - many Vietnamese have a sweet tooth and I’ve seen many new F&B concepts open up in the last 6 o 12 months but not many locally-inspired dessert concepts.

WHAT’S SOME ADVICE YOU WOULD GIVE TO THOSE LOOKING TO ENTER THE INDUSTRY?

Understand customer needs and source the best local produce as Vietnam is so rich in different types of ingredients where each month we keep discovering new things.

LAST BUT NOT LEAST, WHAT’S YOUR HOPE AND VISION FOR VIETNAM’S F&B INDUSTRY?

To be a food and beverage hub in Southeast Asia by creating world class concepts. From my experience, a clear concept can become a destination and these concepts are what make our vibrant city so unique.

CHICKITA

Website: chickita.com.vn

Facebook: chickita.vn

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