This place in Europe would be quite average but in Hanoi it's excellent. Everything is exactly as it should be. Good coffee, good food.
Being on a road for such a long time, places like those really remind home :)
It's a bit pricier compared with local "street restaurants" but compared with highlands coffee and starbucks and that kind of places, joma is probably cheaper.
And just want to clarify that 100 000 dongs is approximately 5 usa dollars, so it definitely can't be near 10 uk pounds :)