For decades, Hanoi’s pavements have served not only pedestrians but also as a vital source of income for food and drink businesses. Tighter management has forced many eateries to adjust how they operate and engage with customers.
On central streets such as Cua Nam, Tran Quoc Toan and Ngo Quyen, outdoor space at many cafes and restaurants has been sharply reduced, with tables pulled back from pavements and seating confined to shopfronts or indoor areas.
Nguyen Quoc Viet, a representative of Nhan Eatery on Cua Nam Street, said pavement seating had previously helped accommodate extra customers during peak hours.
“When the pavement space was no longer available, customer numbers did fall initially,” Viet said. “Many people were used to eating outdoors, enjoying the open air and watching the street.”
To meet demand for a street view, the restaurant now directs customers to its upper-floor balcony instead of pavement seating. The area has been reorganised with adjusted lighting to create a more open atmosphere within legal limits.
The eatery has also introduced small incentives such as complimentary side dishes, light drinks and time-based promotions to retain regular customers and offset the loss of outdoor space.
“We see tighter pavement management as a long-term trend,” Viet said. “So we have chosen to adapt by improving the indoor experience so customers still feel comfortable and are willing to return.”
On Tran Huy Lieu Street, cafe operators report similar shifts as the habit of sitting on pavements for coffee is disrupted. Vu Thi Thu Hien, owner of Tu Sach Coffee, said the number of outdoor customers had declined since enforcement was stepped up.
Despite the challenges, Hien said the cafe adapted proactively, viewing the policy as a citywide approach. She pointed to its spacious interior for work and socialising, and a nearby rented parking area with staff support to reduce inconvenience.
At the Dao Matcha beverage chain, reduced outdoor space has reshaped customer behaviour. Brand representative Ngo Xuan Manh said pavements once played a key role in seating and attracting passers-by, but stores now operate strictly within licensed premises, with fewer tables.
During the initial enforcement phase, in-store customer numbers fell by about 10-15 per cent, Manh said. However, takeaway and delivery orders have increased, helping revenue gradually stabilise.
Grab-and-go culture gains ground
As pavement space shrinks, many cafes are refreshing products and experiences to attract customers in the absence of outdoor seating.
Tu Sach Coffee is testing drinks served in edible waffle cones, a trend gaining traction on social media. Hien said the cones cost significantly more than paper cups, about VND 22,000-26,000 each when bought in bulk, and require recipe adjustments to prevent leakage or softening.
Despite the higher costs, the cafe decided to follow the trend to create novelty, attract younger customers, encourage quick consumption and boost visibility on social platforms.
Consumer habits are also changing. With fewer seats available, many customers now opt for takeaway drinks or brief stops rather than lingering.
Ngo Hong Duyen, a 17-year-old resident of Thanh Xuan Ward, said pavements now look tidier and more orderly. “There are fewer seats, but the streets feel more open,” she said, adding that the changes have little impact on her routine.
Milena, a tourist from Russia, said the tighter controls had not affected her experience. “I don’t need to sit for long,” she said. “A good cup of tea and a few minutes watching the street are enough to feel Hanoi’s rhythm.”
