Par
Nicolas Salin
Published on
Jan 14, 2025 at 6:30 p.m.
For 35 years, the Tran brand has embodied the Asian culinary tradition in Dijon, but also a family history marked by courage, resilience and work.
Founded in 1990 at the opening of the Toison d’Or shopping center by Pheng Tran, the brand has established itself over time as a true institution locale.
Exile and forced labor
The Tran family story begins in Phnom Penh, Cambodia, where Pheng Tran, then aged 11lived with his parents and brothers and sisters. In 1975, their daily life changed with the arrival of the Khmer Rouge. “The family had to flee the capital and found themselves in labor camp forced,” says Jimmy Tran, one of Pheng’s sons. “My grandparents managed to escape thanks to their mastery of Vietnamese, but part of the family did not unfortunately not had this chance. »
After exile in Vietnam then in Singapore, the family finally found refuge in France thanks to the efforts of the grandmother and an aunt, who were the first to leave in 1975, during the boat people era. “They worked in clothing manufacturing before my father, his brothers and my grandfather joined them,” explains Jimmy. The family settled in the 13th arrondissement of Paris, where they opened his first restaurant in 1979.
A Dijon adventure
Arriving in France at the age of 14, Pheng Tran managed to embark on studies hotel and catering. In 1990, he decided to settle down in Dijon and open the premier restaurant Tran at the Toison d’Or shopping center. “It was a real adventure family” confides Jimmy.
The brand quickly enjoyed success, driven by the quality of its dishes and the warm atmosphere that reigns there. A second address was opened on rue Odebert, but it would later close. Far from being discouraged, Pheng Tran focuses on development of its historic restaurant, which becomes a reference in Dijon.
A new generation at the head of the company
For several years, Julien and Jimmy Tran have taken over the reins of the company. “I left Paris and my job in finance to return to Dijon with a clear objective: restore the image of Asian catering. » explains Jimmy. The siblings are undertaking a complete overhaul of the concept, ranging from visual identity to quality of service. ” There was too many amalgamswe had to modernize and highlight our values. »
Under their leadership, the Tran brand has expanded and today has eight restaurantsincluding one in Rennes, open exclusively “on our own, we do not work as a franchise, because we want to maintain total control over quality” emphasizes Jimmy. “The customer experience is our priority. »
-Jimmy Tran’s take on the evolution of the Golden Fleece
Jimmy Tran has seen the Toison d’Or shopping center evolve since its beginnings in 1990
“The catchment area has completely expanded,” he notes. “Before, it was very local, even departmental. Today, you just have to look at the number plates in the parking lot: Besançon, Lyon, Switzerland… The opening of Primark in 2014 marked a turning point. During six months was crazy.”
With this evolution, the clientele has diversified. “Originally, it was mostly families. Today, we see customers of all ages, from the youngest to the oldest.”
Jimmy also mentions a transformation in the profile of traders. “When we set up, the center had many independents or branches. Today, there are barely ten, the rest being franchises. We are among the last present since the opening.”
“Commerce in general has changed a lot. We have lost part of the very essence of commerce: proximity, service, quality… With us, you will not find any order terminal. Even if we are a fast restaurant, we refuse to cut contact with our customers. Business is about people.”
Finally, Jimmy Tran is delighted with the loyalty of their customers. “Today we serve the third generation. Current customers are sometimes the grandchildren of our first customers.”
From generation to generation
At the heart of this adventure are profound values: humilitydiscretion and respect for the roots: “My father always cultivated a certain form of modestyhe has only been talking about his personal story for a few years” confides Jimmy. The grandmother, an emblematic figure of the family, remains a source d’inspiration. “We owe him a lot. She was the chef of the first restaurant and passed it on to my father and mother love of cooking. »
Despite their successthe Tran family keeps “their heads in the handlebars, we never take the time to stop and satisfy things. We rely on the customer’s perception, and that’s his satisfaction which motivates us” concludes Jimmy.
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