We are Lu's
Our Story
On August 15, 2011, the story of Lu’s began when Quang and his mother, Tuyet, opened the first Lu’s store in the heart of the famous Minneapolis Eat Street district.
Over the years, we have established ourselves as a go-to destination for Minnesota’s banh mi lovers eager to savor the true taste of Vietnam cuisine, and are regularly featured on food-recommendation sites and lifestyle magazines like People, Eater, New York Post, etc. as one of the best banh mi places in all of America.
Our Values
As Lu’s expanded to now run three locations in Nicollet, Northeast, and University of Minnesota, as well as a food truck, a lot has changed. But we never changed our dedication to serving traditional and quality food with excellent customer service aiming to help make the dining part of your life simply Happier.
Our business strategizes around a small menu boasting thoughtfully simple and traditional items. This allows us to make sure that our food can accomplish a high level of quality, with all ingredients hand-picked and made from scratch daily in our kitchen. At Lu’s, we are passionate about serving you great food the freshest way possible, so you can experience the same mouth-watering food every time you visit one of our locations.
Our Mission
Making an impact to the community by positively contributing to better the life of customers, employees, and Owners. Our strategy focuses on providing consistent quality food, excellent customer service, creating an energetic and family like work environment, and an efficient work processes.
RE-BRANDING & THE STORY BEHIND
WHY CHANGE?
Since COVID-19 pandemic swept across the world, the restaurant industry has been one of the hardest hit. Like many restaurants, we were forced to focus on to-go orders and announce temporary closures. On a positive note, however, the slower pace of life after lockdown has presented us with a rare opportunity to re-evaluate and refresh our brand, so we can come back stronger with a brand new identity this 2022.
NEW IDENTITY
Lu’s new identity takes after the elegance of vintage advertising typefaces in old Saigon, reflects the playful and lively culture of Vietnam and Saigon, while furthering reviving and celebrating cultural heritage. This rebrand, moniker shortening, and emphasis on Vietnam forward culture, acts as the first step in a long-term vision for Lu’s to share Lu’s and Vietnamese culture with other markets.
