6 years of building practical management value for the F&B industry

I founded PEACH Consulting in 2016 and AAU Academy in 2020. Before that, I personally built and operated the Ttstore retail chain with 5 points of sale, and then PEACE Hospitality with 3 F&B brands.

In 2016, I stepped away from my role as chain owner because I realized I had reached the limit of my knowledge and management capability. The business wanted to go further, but the mental framework I had created was no longer big enough. If nothing changed, I would become the limit of the business.

I had to step out of my own shell and start again with the questions that had always haunted me:

How can Unilever, P&G, KFC, McDonald’s or Starbucks expand across the world while keeping quality, identity and a consistent operating system? How can a business grow without breaking apart?

To find the answer, I went to Australia to study for an MBA, then began a journey of business consulting across 17 industries. I gradually understood that behind a great brand is not just a good product or an outstanding founder, but a system strong enough to turn knowledge into organizational capability, experience into standards, and one model into thousands of consistent operating points.

I also realized that Vietnam does not lack people who make great products or brands with strong identity. What is missing is management capability solid enough for a business to expand without chaos, without depending entirely on the founder, and without losing itself.

That is why PEACH Consulting and AAU Academy were born.

I once paid tuition for management lessons with my own business. Now I want to bring what I have learned, experienced and distilled back to the community: management thinking, industry standards, operating systems, and the power of technology and artificial intelligence.

So that those who come after can go faster and more steadily; and so that Vietnamese brands can grow sustainably, step out into the world, and still keep their own identity.