Union Jack’s is the quintessential British Fish & Chips restaurant in the heart of District 1 in Ho Chi Minh City, Vietnam. Famous for the “Best Fish & Chips in Saigon” while also serving the best of British with a few Irish and Australian favorites.
Being American, the word “Union Jack” had a different initial connotation to me. I saw Jack as a character, and built his story out of the restaurant owner’s love for authentic British food, his childhood chippy shop in England, and passion for sharing it with others in a British food market that was virtually untapped in a developing Saigon. From there on out, Jacks story evolved from everything to marketing to menu design and all the details in between.
Over time, Jack developed into the brand’s main identity, with a story to tell, of losing his ship at sea and left with only his best fish and chips recipes to share.
Union Jack’s continues to be Saigon’s only steadfast authentic British fish and chips shop, and the established brand identity helped it to #1 restaurant on TripAdvisor for 6 weeks in a row 6 months after opening.