INTRODUCTION
Business concept
Inspired by my experience at Tempus Fugit restaurant in JW Marriott Phu Quoc, the business concept features an open kitchen where guests can watch the chef and Pho-making machine in action The walls will showcase the rich history of Pho through captivating imagery, while the incorporation of plants and flowers will enhance the ambiance, providing fresh air and a relaxing atmosphere for patrons before they head to work or school.
At our Vietnamese restaurant in District 2, we proudly serve authentic Vietnamese cuisine prepared by our talented Vietnamese chefs Known for its casual breakfast staple, Pho, we strive to create a beef broth that appeals to both locals and foreigners alike Our menu features a variety of beef options to cater to diverse tastes and preferences Committed to excellence, our super hygienic Pho restaurant prioritizes cleanliness, homemade dishes, and eco-friendly practices, ensuring that guests enjoy a comfortable and safe environment while savoring iconic traditional Vietnamese flavors.
Products & service
Pho, a beloved Vietnamese dish, emerged in the early 20th century, primarily in Hanoi and Nam Dinh province Its origins are debated, with some believing it evolved from the Cantonese "Beef Noodle," while others suggest it was inspired by the French "Pot-au-feu," incorporating local spices and herbs In 1939, chicken pho was introduced due to a shortage of beef on Mondays and Fridays, likely a result of feudal restrictions on slaughter, as cows and buffalo were vital to Vietnamese agriculture.
Pho is a flavorful dish that combines 18-20 different ingredients from animal and plant sources What makes pho truly special is its use of fresh, nearly unprocessed ingredients that harmonize perfectly, resulting in a unique, delicious, and easily digestible meal.
At our Pho restaurant, we strive to redefine this nutritious dish by offering it at any time of the day, with operating hours from 06:00 to 22:00 daily Our diverse menu features various types of Pho, allowing guests to customize their dining experience Each bowl is crafted with high-quality noodles, broth, and a selection of meats, including traditional options like Pho tái (medium beef), Pho thập cẩm (mixed beef), Pho bò viên (meatballs), and Pho nạm (fully cooked) For those seeking alternatives, we also offer vegetarian Pho and American beef Pho To complement your meal, our extensive drink menu includes refreshing soft drinks, energizing smoothies, and a variety of coffee and tea options.
At Super Hygiene Pho Restaurant, we prioritize exceptional training for our staff to ensure an engaging experience for our guests from the moment they arrive Our commitment to hospitality is evident as we warmly greet and welcome each visitor with our passion for Pho and positive energy With years of experience in five-star hotels, we understand and empathize with our customers' needs and desires, striving to provide outstanding service that exceeds their expectations.
Business context
- Follow the financial estimates in a 5-year roadmap What roadmap ?
- Although there is not much profit but no loss in the first year.
- Starting from the second year, the annual revenue will increase by 5% above.
- After the first year, it might not get return of investment but have to get customer awareness; we would like to become a tourist destination of District 2
- After the second year, we would like to become one of the reasons why people come to Ho Chi Minh City.
- After the third year, we would create revenue and capability to build the second concept of the super hygiene Pho restaurant
Cái này đâu phải chỉ objective của finance còn những objective khác của business đâu ?
- We bring to the new trend of Pho style and serve decent meal in civilized space (Unclear mussion can not be measured and achived)
- Well-trained staff – Our staff are trained with hospitality attitude to make convenience and friendly for guest
- Open space – Our restaurant is decorated to bring the fresh atmosphere
- Hygiene – We bring the safety and hygiene standard of food and environment
- Traditional Phở taste – We always find the way to make the best taste of traditional Pho
- Eco-friendly – We protect our environment by smallest activities such as logistic,cooking, serving and others.
Major technologies & facilities required
To be able to operate and operate the Pho restaurant, there are many factors related to the necessary technology and facilities.
Products brought to the restaurant are delicious, hot Pho bowls, so there are some indispensable items as follows:
- Electric Pho cookers: make sure the broth is always kept at the standard temperature,leaving the bowl of Pho to the hottest customers as possible;
To enhance the dining experience in Ho Chi Minh City, where the climate is predominantly hot, it is essential to have an effective ventilation and air conditioning system This is particularly important for enjoying Pho, a popular hot dish, as a cool environment allows diners to fully savor their meal in comfort.
- Refrigerators, freezers: Food is a perishable item, so the system of refrigerators and freezers to ensure raw materials is always a top priority;
- Counters, shelves, cupboards, dining tables, kitchen utensils: are indispensable material elements in restaurants;
- Technology: restaurant management software, cash register software, security camera,wifi system, etc.
Key value customers & stake holder group
The Pho project emphasizes super hygiene and environmental sustainability, targeting an audience defined by their culinary preferences rather than demographic factors like age, gender, or occupation Our primary focus is on consumers who prioritize product quality, service excellence, and food safety Additionally, our ideal customers are those seeking convenient and healthy dining options.
As a new business committed to long-term success, we recognize that stakeholders play a crucial role in our growth and development Stakeholders, which include individuals, groups, or organizations that influence or are influenced by our projects, help us analyze expectations and impacts, guiding us in creating effective management strategies Effective communication among stakeholders is essential to understand demands, identify potential issues, manage conflicts of interest, and encourage participation in decision-making and project activities We view stakeholder satisfaction as a key measure of our project's success, encompassing both internal stakeholders—such as employees, management, and founders—and external stakeholders, including suppliers, government entities, local neighborhoods, and communities.
Em ơi em có đọc lại những feedback mà thầy gửi cho em trong lúc hướng dẫn không,
1 ví dụ cụ thể như ở bên dưới không ?
Need to follow the contents for CP timelines
1.1.1 Objectives (Unclear, Follow S.M.A.R.T to set your objectives)
- Find the way to inspire people stay hygiene and eco-friendly
- Researching traditional Vietnamese noodle recipe
- Estimate financial statement in 5 years
- In the first year, it might not get return of investment but have to get customer awareness
- From the start of second year, the revenue should be increased by 5%
- In the first year, we would like to get acknowledge from customer by marketing and promotion.
We bring the traditional Pho to our guests in the most hygiene environment
Well-trained staff – Our staff are trained with hospitality attitude to make convenience and friendly for guest
Open space – Our restaurant is decorated to bring the fresh atmosphere ( open space and fresh atmosphere could also be different)
Hygiene – We bring the safety and hygiene standard of food and environment
Traditional Phở taste – We always find the way to make the best taste of traditional Pho
Eco-friendly – We protect our environment by smallest activities ( ?)
Reference on creating values: https://builtin.com/company-culture/company-core-values-examples 1.2 Business concept (why did you put it here ?)
The business concept draws inspiration from the Tempus Fugit restaurant at JW Marriott Phu Quoc, where I spent four months Central to the design is an open kitchen showcasing the chef and a Pho-making machine, allowing guests to witness the culinary process The walls will be adorned with images depicting the history of Pho, while plants and flowers will enhance the atmosphere, providing fresh air and a relaxing environment for guests before heading to work or school.
At our Vietnamese restaurant in District 2, we proudly serve authentic Vietnamese cuisine crafted by Vietnamese chefs, catering to the diverse tastes of both locals and the numerous foreigners, including Koreans, in the area Our signature dish, Phở, is expertly prepared with a flavorful beef stock that appeals to both Vietnamese and international palates We offer a variety of beef cuts to meet our guests' preferences, ensuring a satisfying dining experience Committed to the highest standards of hygiene, we emphasize homemade and eco-friendly practices, providing a safe and comfortable environment for our guests to enjoy traditional Vietnamese flavors.
Pho, a beloved Vietnamese dish, emerged in the early 20th century, with its roots traced back to Hanoi and Nam Dinh province Some believe its origins lie in the Cantonese "Beef Noodle," while others suggest it was influenced by the French "Pot-au-feu," blending with Vietnamese spices and herbs In 1939, chicken pho was introduced due to a lack of available beef on Mondays and Fridays, possibly linked to feudal restrictions on slaughtering cattle, which were vital for agriculture in Vietnam.
Pho is a flavorful dish that features a harmonious blend of 18-20 ingredients derived from both animal sources and natural plants What sets pho apart is its use of fresh, minimally processed ingredients that come together to create a unique, delicious, and easily digestible flavor profile.
We serve breakfast daily from 7:00 AM to 12:00 PM, featuring a menu primarily focused on various types of Pho and drinks Our selection includes traditional options like Pho tái (medium beef), Pho thập cẩm (mixed beef), Pho bò viên (meatballs), and Pho nạm (fully cooked beef), alongside vegetarian Pho and American beef Pho to cater to diverse tastes We prioritize high-quality beef sourced from different parts of the cow based on customer demand, ensuring an exceptional dining experience Our drink menu offers a variety of refreshing options, including soft drinks, smoothies, coffee, and tea, providing guests with the energy they need for an active day.
At Super Hygiene Pho Restaurant, we prioritize exceptional training for our staff to ensure that every guest enjoys a memorable experience from the moment they arrive Our commitment to hospitality is reflected in our warm greetings and the passion we have for Pho, creating a welcoming atmosphere infused with positive energy With years of experience in five-star hotels, we understand and empathize with our customers' needs and desires, striving to deliver outstanding service that exceeds their expectations.
Em phải giới thiệu việc phở thông thường được thực hiện trước kia và bây giờ em muốn làm giống hay khác như thế nào ?
Pho is a popular hot dish best enjoyed in an open and comfortable setting We selected our location in An Phu Ward, District 2, known for its vibrant food streets, Song Hanh and Tran Nao This area was chosen for its lively atmosphere and accessibility, making it an ideal spot for guests to savor their pho experience.
1 District 2 is very developed area that has many offices and schools This give us opportunities to get good amount of customers in the market.
2 There are a lot of markets around this are that supply best quality of raw material to make our products ví dụ ?
3 This is the place where many foreigners and Koreans are living They have good awareness about pollution which is a part of our concept ( liên quan gì giữa việc ăn phở và pollution?)
Bữa sáng phục vụ từ 7:00 sáng đến 12:00 trưa, tại sao không mở sớm hơn như 6:00 hay 6:30? Thời gian đóng cửa vào lúc 12:00 trưa có thể gây thắc mắc Đặc biệt, tại sao lại đóng cửa vào các ngày lễ, khi đây là thời điểm mà quán ăn thường đông khách nhất?
Suppliers play a crucial role as key stakeholders in providing materials for our products, and it is essential that these materials meet the required standards We prioritize selecting suppliers with a strong reputation and reliability, ensuring quality and trustworthiness Additionally, we maintain a secondary option for each supply category as a backup plan to mitigate potential issues The following criteria outline our expectations for ingredient suppliers.
Deliver the right goods and the right quantity
Ensuring the quality of goods is always the best
Ensure a stable source of goods
Using environmentally friendly packaging and delivery processes
On the contrary, we will also have policies for suppliers with the aim of providing a long-term business relationship These policies include:
Pay on time and fully
Nhà cung cấp là các đơn vị cung cấp nguyên liệu, phụ liệu và vật liệu cần thiết cho doanh nghiệp của bạn, hỗ trợ trong việc bán sản phẩm và dịch vụ, đặc biệt là trong lĩnh vực kinh doanh phở.
At the inception of our restaurant, my mother will take on the role of chef, highlighting the importance of family in our business venture Her culinary expertise and passion for cooking serve as the foundation for our establishment, making it a true family business.
- The Chef has experience in working for 30 years.
- She is expert in making Pho stork, especially in Northern recipe.
- She can train the staff to set up and work in restaurant
- She has strong passion in cooking and Vietnamese cuisine
- He has experience in restaurant management at least 3 years
- He has knowledge about marketing, human resources and accounting
- He has good hospitality attitude
- He has bachelor degree of management of hospitality
As a new business committed to long-term success, we recognize that stakeholders are crucial for our growth and development Stakeholders, which include individuals, groups, or organizations that influence or are influenced by our projects, play a vital role in shaping our strategies By analyzing their expectations and impacts, they help us devise effective management strategies that facilitate decision-making and project execution Open communication among stakeholders is essential to understanding their needs, addressing potential issues, managing conflicts of interest, and fostering active participation in project decisions and activities Ultimately, ensuring stakeholder satisfaction is key to measuring our project's success.
Em định form mối liên hệ giữa các stakeholders này như thế nào ?
Em cứ theo format, guidline và checklist thì em sẽ không rớt, em không muốn đặt điểm cao nên nhiêu đó thôi là đủ,
ECONOMIC ENVIRONMENT
Market condition
The food and beverage (F&B) industry in Vietnam is thriving, offering a diverse array of products and services As economic development boosts labor productivity, people's incomes and awareness rise, leading to improved living standards and heightened dining expectations Many individuals now prefer dining out with family and friends to savor unique and gourmet dishes that are difficult to replicate at home Consumers are increasingly willing to invest in delicious, exotic, and nutritious meals With a significant portion of the population (60%) aged between 30 and 40, spending power is substantial Recent surveys reveal that 63% of respondents in Ho Chi Minh City and 60% in Hanoi dined at a restaurant within the past week, highlighting the growing trend of eating out.
Hanoi said they have ordered food online within the past week However, with the question
"Did you cook at home in the last 24 hours?", 75% of people living in Hanoi were asked to answer "Yes", also in Ho Chi Minh City is 67% (GoViet, 2020).
The future of the food and beverage (F&B) industry is shaped not only by demand but also by consumer behavior, particularly in Ho Chi Minh City, where dining, or "nhậu," is a significant cultural practice Residents prioritize spending on food and drinks, reflecting a lifestyle that values enjoyment over saving for long-term needs like housing This cultural preference, combined with rising incomes and increased consumer awareness, creates a unique opportunity for restaurant development Consequently, the restaurant market in major cities like Ho Chi Minh City is highly attractive and poised for growth.
Ho Chi Minh City is a vibrant culinary hub that blends Eastern and Western influences, attracting a growing number of high-paying visitors The city's restaurant scene is flourishing, particularly with Japanese and Korean cuisines, offering everything from traditional dishes to international fare As the demand for quality dining experiences increases, standardizing catering and shopping services will enable businesses to enhance service quality and gain a competitive edge in the market.
Buzzfeed has recognized some of the best Asian cuisines, highlighting dishes such as Korean kimchi ramen noodles, Thai spicy noodles, Japanese mushroom soba noodles, Filipino sour soup, and Vietnamese beef noodles (Pho Bo Vietnam).
Vietnamese Pho features a rich and flavorful broth, meticulously prepared by simmering beef bones for an extended period The dish is characterized by its chewy white rice noodles, which are briefly boiled and then neatly placed in a bowl Topped with thinly sliced beef, fresh onions, and finely chopped herbs, the dish is completed by pouring the steaming hot broth over the ingredients.
Pho, a quintessential Vietnamese dish, has garnered widespread acclaim from renowned news agencies and media outlets worldwide Esteemed publications such as BBC, The Guardian, The New York Times, and The Telegraph have highlighted its deliciousness, making it a focal point in culinary discussions With extensive coverage from platforms like UKTV, Food Network, AOL, SBS, and iFood, Pho continues to capture the attention of food enthusiasts globally, solidifying its status as a must-try delicacy.
And the articles and reports of the media in Vietnam are very much because that is the pride of Vietnamese cuisine.
Vietnamese cuisine is highly regarded for its simplicity, appealing to diners in both upscale restaurants and street food stalls This inherent simplicity allows dishes to adapt to regional variations, showcasing the allure of fresh, natural ingredients that entice people to explore and savor the flavors.
According to the top journalists at CNN (Helen Clark and Karry Miller), PHO is the best dish and top of the list of 40 best dishes of Vietnam.
Pho has long been a beloved dish among the Vietnamese, cherished throughout history This iconic noodle soup has even inspired literary works, as highlighted by writer Thach Lam in his book, "Hanoi Thirty-Six Streets."
A classic Pho is characterized by its delicious beef, a clear and sweet broth, and a perfect balance of soft yet crunchy bread The dish features crispy fatty meat and is enhanced with fresh herbs, lemon, chili, and onions A touch of northern pepper and drops of lemon juice add a sharp aroma, while a splash of sauce from giant water bugs elevates the flavor, creating a light and satisfying experience.
Not only conquering Vietnamese palates, Pho is also praised by world famous politicians such as former US President Bill Clinton, former Senator John McCain.
However, Pho is very easy to find in Vietnam, diners can eat Pho at any time of the day This is also why Pho is a popular dish in Vietnam.
District 2 is an urban district located in the eastern part of Ho Chi Minh City, a newly urbanized district where Thu Thiem New Urban Area will be located in the near future; is a new financial and commercial center of Ho Chi Minh City.
As of 2015, District 2 in Ho Chi Minh City had a population of 147,168, which grew significantly to 168,680 by 2018, marking an increase of 11,512 residents By October 2019, the population surged further by 14,000, surpassing 182,000, indicating substantial growth in the area This rapid urbanization is accompanied by the development of new urban areas, attracting a predominantly young population Such demographic trends are crucial for businesses, particularly in the culinary sector, as they influence investment decisions, especially in popular local dishes like Pho.
Economic Conditions
Economic conditions significantly influence business performance, making it crucial to analyze the local economic landscape during business planning Ho Chi Minh City stands out as a pivotal economic, financial, commercial, and service hub in Vietnam, serving as the core of the southern key economic region and ranking among the nation's top three economic areas.
In the first half of 2020, Ho Chi Minh City's Gross Domestic Product (GRDP) was estimated at VND 651,607 billion at current prices, and VND 465,942 billion when adjusted to 2010 prices, reflecting a 1.02% increase compared to the same period last year The service and trade sector dominated the economic structure, comprising 62.6% of the total GRDP.
In June 2020, revenue from catering and accommodation services reached VND 4,867 billion, marking a 42.3% increase from the previous month, although it was down 47.7% compared to the same period last year This significant month-over-month growth can be attributed to the successful control of the pandemic in Ho Chi Minh City, allowing residents to resume normal activities and driving up demand for food and shopping Additionally, the government's stimulus policy for domestic tourism positively impacted the accommodation and dining sectors The return of students to stable study routines further contributed to the resurgence in catering service revenue.
In the first half of 2020, the turnover of accommodation and catering services in Vietnam was estimated at VND 29,486 billion, representing 4.8% of the total and a significant decline of 47.3% compared to the same period in the previous year The COVID-19 pandemic severely impacted the accommodation and food service industry, as people limited their travel and dining out Furthermore, the food and beverage sector faced additional challenges due to government regulations.
No 100/2019 on penalties for road users whose alcohol content exceeds the regulation.
In the latest report, the consumer price index for food and catering services rose by 0.53% compared to the previous month Notably, real rice prices increased by 0.18% as the Government lifted export quotas in May, allowing rice export activities to normalize, with expectations of a price slowdown in the coming month The foodstuff category saw a 0.95% increase, driven primarily by rising pork prices, which also affected the prices of pork-processed products Consequently, there was a surge in demand for alternative meats, leading to price hikes in beef and poultry; fresh cattle meat rose by 2.93%, fresh poultry meat by 0.66%, processed meat by 1.42%, and egg prices increased by 0.26%.
Despite the significant impact of the COVID-19 pandemic on the food service industry, effective epidemic prevention measures implemented by the Ho Chi Minh City People's Committee have led to noticeable signs of economic recovery However, the ongoing global health crisis continues to pose challenges, particularly with the decline in revenue from foreign tourists, which hampers the industry's full recovery and growth potential.
Historical and future trend
Southern cuisine is known for its distinctive sweetness, with sugar playing a crucial role as a key ingredient In contrast, Pho, which hails from Hanoi, showcases the milder flavors of Northern dishes, characterized by less sourness, spiciness, and sweetness.
When Pho made its debut in Ho Chi Minh City, it brought with it a variety of beef options to cater to diverse customer preferences, including cooked, re-cooked, encrusted, bucket, ribbed, and beef ball.
Southern pho is characterized by its unique flavor profile, featuring a sweet black sauce, red chili sauce, fresh lemon, and an array of garnishes including fresh peppers, coriander, basil, bean sprouts, and thinly sliced onions Unlike its northern counterpart, southern pho is slightly opaque, offering a sweeter and richer taste experience.
In 2018, the food and beverage market experienced significant growth in food delivery services, alongside an increase in consumer feedback regarding their dining experiences This evolution presents substantial challenges for restaurant owners who must adapt to the changing landscape The trend in consumer dining preferences is increasingly influenced by three key factors: the demand for convenience, a focus on nutritious options, and a transition from offline to online ordering.
The fast food industry, which gained immense popularity 5-7 years ago, has evolved to redefine convenience beyond just quick service to include ready-to-eat canned meals Today's consumers prioritize convenience in their dining experiences, seeking accessible options anytime and anywhere This shift not only benefits customers but also empowers restaurants to actively engage with a diverse food ecosystem, transforming the market dynamics and creating new opportunities for growth.
Pho offers the unique advantage of being enjoyed at any time of day, allowing customers to savor this delicious dish without the constraints of traditional meal times This flexibility enhances its appeal and strengthens its competitive position in the food market.
As the quality of life improves, there is a growing emphasis on the importance of clean and nutritious food sources This shift has led to the rise of organic vegetable shops, reflecting consumers' increasing awareness of the need for healthy options for their families Consequently, traditional fast food restaurants are experiencing a decline in popularity, signaling a change in dietary preferences.
Statistics reveal that Vietnamese consumers increasingly prefer traditional Vietnamese cuisine over fast, processed foods, recognizing the importance of a balanced diet for maintaining good health Consequently, restaurants and bars must go beyond merely claiming that their food is "clean" to meet the evolving expectations of their customers.
Expert Tessa Nguyen highlights that beef pho is an excellent dish due to its comprehensive nutritional profile, offering a balanced combination of healthy carbohydrates, protein, and fat The harmonious blend of meat, vegetables, and broth contributes significantly to its health benefits.
Traditional pho not only offers a rich source of protein from beef but also delivers essential nutrients such as vitamin B, zinc, and iron The variety of herbs used in the dish can significantly enhance the intake of fiber and vitamins, contributing to a well-rounded meal.
Beef Noodles (Pho Bo) are the great dish because it provides everything the body needs, from healthy carbs to protein and fat.
Wendy Bazilian, a nutritionist and author of "Eat Clean, Stay Lean," highlights the numerous benefits of spices used in this dish, while also noting that noodles provide essential nutrients such as folic acid, vitamin B, potassium, magnesium, and selenium.
Not only nutritious, they also possess great taste that appeals to the senses of diners.
In general, eating a bowl of pho is both full and bring many essential nutrients to the body.
The transition from offline to online
On February 25, 2020, GoViet released the findings of a market survey focused on Vietnam's culinary industry The survey revealed that over 60% of respondents prefer dining out, with 63% of participants from Ho Chi Minh City and 60% from Hanoi visiting restaurants within the past week Additionally, 43% of those in Ho Chi Minh City and 34% in Hanoi reported ordering food online during the same period Notably, when asked if they had cooked at home in the last 24 hours, a significant 75% of Hanoi residents indicated they had not.
"Yes", also in Ho Chi Minh City were 67%.
Pho is a flavorful broth-based dish that is best enjoyed hot, highlighting the importance of fresh vegetables and spices for its full taste This reliance on temperature and freshness poses challenges when transitioning Pho from offline to online formats.
Pho is a famous dish of Vietnamese people, but for decades it was only known as a
As living standards rise, the demand for quality food, fashionable clothing, comfort, food safety, and reputable brands is becoming increasingly significant Simultaneously, Vietnam's market is embracing integration, drawing a growing influx of tourists to the country, especially in Ho Chi Minh City.
Pho market in Ho Chi Minh City in general and District 2 in particular is divided into
2 segments: popular Pho and luxury Pho.
The difference between popular and luxury Pho is as follows:
Interested in pricing (affordable, in line with income)
Don't care much about price (accept high price if demand is met)
Not much concerned about the quality of service, just satisfying the minimum needs they desire
Concerned about the quality of goods, the level of food hygiene and safety, service style
Serve the majority of the population in society, the low-income sectors
Only target customers with high income, affordability, focus on serving foreign customers, tourists
In District 2, the thriving Pho market is experiencing intense competition among various vendors As this beloved Vietnamese dish has been a staple in the local market for years, it becomes challenging for popular Pho establishments to differentiate their offerings in such a saturated environment.
Competitors
In District 2, there are many Pho restaurants that serve many types of Pho However, our competition conditions should be selling Northern beef Pho and located on Song Hanh Street.
Located on Song Hanh Street in District 2, our restaurant faces competition from Phở 10, owned by Phạm Trọng Nghĩa and his wife Nguyễn Thị Thu Nhàn, which specializes in various beef phở Unlike Phở Hạnh, which only offers chicken phở, Phở 10 features a 100m² dining space with a capacity of about 50 seats, focusing on North flavor beef phở The restaurant boasts a glass-covered design with wooden furniture and air conditioning, providing a comfortable atmosphere Prices for their phở range from 40,000 VNĐ to 80,000 VNĐ, and they also offer a selection of beverages.
Phở 10 and our concept are quite similiar, they are selling Northern beef Pho.Customer segment is the same as well as the price.
Suppliers
The supplies of clean food is always one of the most important factors for the restaurant and hotel business units The restaurant sets 5 criteria for choosing a clean food suppliers.
Product quality must always be a vanguard.
All items from vegetables to bones, meat, all products considered "clean food" must require the supplier to show proof of origin, origin, expiry date, ingredients, etc.
In addition, determining the reputation of the suppliers is also required We can easily research, verify transparency, authenticity through their customer base as well as consult with industry experts.
This factor means the amount of product that suppliers can meet at the lowest and highest levels.
In other words, the supply capacity depends on the seasonality of the market
Delivery schedule and supplier flexibility:
Except for unexpected unavoidable incidents, suppliers must pay the utmost attention to the degree of time difference in delivery Because the delay will affect the whole restaurant service process.
In order to have long-term cooperation and build a strong relationship, in addition to the delivery schedule, suppliers also need to be very flexible to support customers.
In the event of a restaurant's freezer system failure or capacity issues, it is advisable to store perishable items at a partner's warehouse By delivering these items in small batches throughout the day, the restaurant can maintain its ability to serve fresh food to customers.
The society is growing, so everything must be urgent and fast.
In the process of researching and evaluating suppliers, the restaurant chooses the suppliers in accordance with the set criteria as follows:
Nguyen Binh fresh noodle brand is essential for creating a delicious bowl of Pho, enhancing its flavor and quality Their noodles are produced on an automated line, ensuring consistent quality from powder storage to packaging The composition of Nguyen Binh noodles includes 90% rice flour, 9% water, 1% salt, and a small amount of tapioca flour for added elasticity and taste Committed to food safety, Nguyen Binh's Pho noodles are made from pure rice without any chemicals and have received certification from the City Health Department for meeting hygiene standards In recognition of their commitment to public health, they were awarded the Gold Cup in 2006.
Company name: Nguyen Binh Production Trading Service Joint Stock CompanyAddress: 18/23 Huynh Van Nghe street, ward 15, Tan Binh district, Ho Chi Minh city
The quality of Pho bowls primarily depends on the simmered bone and beef used, with Vissan being the preferred supplier For 24 consecutive years, Vissan has earned the title of High Quality Vietnamese Goods and is recognized as a leading enterprise in Vietnam's food industry, specializing in fresh, frozen, and processed meat products.
Company name: Animal Products Industry Vietnam Joint Stock Company
Address: 420 No Trang Long street, Ward 13, Binh Thanh District, Ho Chi Minh City
The restaurant has partnered with Da Lat Gap Store for its vegetable and spice supply, as this brand is recognized for its commitment to quality Since 2008, Dalat GAP Company has been the first in Vietnam to implement an annual quality management system that adheres to Global GAP International standards for fruits and vegetables This certification, awarded by Control Union Group, reflects their dedication to Good Agricultural Practices Additionally, they are the first in Vietnam's fruit and vegetable sector to receive the "High-tech agricultural enterprise" certification from the Ministry of Agriculture and Rural Development.
Company name: Dat Lat G.A.P Co., LTD
Address: 54B Nguyen Tu Luc street, ward 8, Da Lat city, Lam Dong province.
Design - construction billboards and furniture restaurant
Pho has long been a beloved dish among Vietnamese people, known for its mild and sweet flavor that delights the palate However, to attract more diners, the restaurant's interior design plays a crucial role Investing in restaurant design is as vital as crafting a quality bowl of Pho Today, Pho restaurants serve not only as dining spots but also as venues for socializing with friends, family, and colleagues The restaurant's logo and dominant color scheme should be consistent across all elements, including packaging, glassware, towels, and menus, to enhance professionalism and brand recognition This cohesive design approach also facilitates future expansion and franchising, making it easier for customers to identify the brand Furniture 5S, a leading interior design and construction company in Vietnam, is trusted by restaurants for their design and construction needs.
Company name: 5S Architecture - Construction Joint Stock Company
Address: 292/11 Binh Loi street, ward 13, Bình Thạnh district, Ho Chi Minh City
BISS Vietnam Joint Stock Company, located at Ha Do Centrosa Garden, 118 3 February Street, Ward 12, District 10, Ho Chi Minh City, has chosen a marketing agency to enhance its brand development The agency will assist with various marketing activities, including logo design, flyer design, brochures, promotional standees, and advertising campaigns on Google Ads and Facebook Ads BISS Brand is recognized for its expertise in consulting services, design, and brand development, aiming to help clients strengthen their brand value, gain competitive advantages, and create distinctive branding for their businesses.
Biss Brand offers a complete solution for specialized branding, encompassing strategic consulting, identity system design, and brand communication With over 2,000 satisfied clients and more than 6,000 successfully executed projects across various industries, Biss Brand has established itself as a trusted leader in the branding sector.
When it comes to enjoying hot dishes like Pho, selecting a reliable and efficient delivery partner is crucial, and MrSpeedy stands out as an excellent choice This service allows customers to track their orders and the driver's route in real-time, ensuring peace of mind With high-quality heat-keeping bags, MrSpeedy drivers protect the food from temperature loss in any weather condition The company also offers commitments for timely pickup and delivery, along with a satisfactory compensation policy for any potential damages Additionally, their shipping costs remain budget-friendly, making MrSpeedy a top choice for Pho delivery.
Regulation
In order to open a successful Pho restaurant, in addition to the business secret, the restaurant owner needs to apply for a license / registration with the competent authority.
Every individual has the right to conduct business activities not contrary to the provisions of law and not banned by law.
Business registration with competent State agencies There are two forms of Business registration: "Individual business households" and "establishment of company".
Individual business households offer several advantages, including a quick registration process and a straightforward application procedure These households are not obligated to file quarterly tax returns and benefit from a flat tax rate, making it easier and more advantageous for entrepreneurs to manage their finances.
One significant disadvantage of individual business households is that they can have fewer than 10 employees, whereas legal requirements mandate a minimum of 10 employees to establish a company Consequently, only one business can be registered under an individual business household If you plan to expand into a store chain, it will be necessary to change your business registration format to comply with legal standards.
Apply for a certificate of eligibility for food hygiene and safety.
The restaurant has a long-term development orientation and will follow the chain of restaurants and franchising Therefore, I will set up a company with a few business industry codes as follows:
561 - 5610 Restaurant and catering services for mobile service
562 Provides catering services under irregular contracts and other catering services
5621 - 56210 Providing catering services under irregular contracts with customers
In addition, after designing the logo and brand name, I will carry out the registration of trademarks, intellectual property rights.
Food safety is paramount for restaurant businesses, and demonstrating hygiene to customers requires third-party verification from competent authorities One of the most respected certifications in this regard is HACCP certification To obtain this certification, it is essential to follow specific steps to ensure compliance with all four necessary conditions.
When designing and constructing a restaurant, particularly the kitchen, it is essential to prioritize hygiene and food safety This includes creating distinct areas for handwashing and ensuring that staff do not cross paths with food preparation zones before entering the kitchen.
2 nd condition: Enterprises learn and apply HACCP / ISO 22000: 2018 Develop documents and processes applying ISO 22000.
To demonstrate compliance with standard requirements, enterprises must operate their established systems for a minimum duration of three months This period is essential for proving that the enterprise has effectively applied the necessary standards.
Enterprises must keep comprehensive records of their system operations, as these documents serve as proof of application and are crucial for certification organizations to evaluate in the future.
4 th condition: Register for services and implement HACCP / ISO 22000 certification at 01 certification organization.
MARKET SEGMENTATION AND RESEARCH
Market analysis
3.1.1 Identify the business customers, and the expected market segment in details
In District 2, the population is more than 182.000 people The citizens in District 2 are diverse in class and career Our target customers and segment are described by this chart
Age From 18 to 55 years old
Female - Female would be the main customer for breakfast because they care more about the food
Male - Male would choose breakfirst in restaurant with their colleague
Stage Citizen Normally live in District 2 with family
Nationality Vietnam, Other Mostly coming from Ho Chi Minh city or other country such as Korea
Income Over 10,000,000VNĐ Willing to pay 50,000VNĐ – 80,000VNĐ for
- Do not know how to cook
- They do not have enough time to prepare breakfast for their family and willing to pay for fast service and good
- They do not have many bits of knowledge with food, but they love to have good meals which remind them about family meals.
3.1.2 Identify and propose market research methods used to identify the market
I conducted a bilingual survey in Vietnamese and English, approaching the respondents—primarily older, high-class Vietnamese and Koreans—with respect Despite being a paper project, I aimed to thoroughly investigate the breakfast preferences of District 2 residents, particularly their choice of Pho Additionally, I interviewed five food vloggers to gain deeper insights into guest experiences The results of this survey affirm the project's viability, prompting me to refine the strategies for greater practicality.
As a resident of District 2, I have the advantage of knowing many individuals who fit the profile of our target customers, primarily Vietnamese and Korean families This familiarity allows me to conduct a thorough survey, ensuring that the respondents are representative of our main customer base To maintain the integrity of the survey results, I carefully filtered out unqualified answers, delivering objective and reliable findings.
Define customer demographic To limit the area of survey.
Analyze the characteristics: habits, interests, cares, etc -> Sales and Marketing -> Business Strategy
To know how many of them are willing pay for eating at a restaurant and what they are expecting -> Pricing
Define the profile of customer
To know what is the different of eating out habit of different occupation -> Business Strategy -> Sales and Marketing
Define the profile of customer
Food and beverage trends in their living area -> Sales and Marketing Strategy, Business Strategy
How often do you have Define the profile of Sales and Marketing Strategy breakfast in restaurant?
What time do you get your breakfast?
Define the profile of customer
To consider the opening time and define rush hour for breakfast
Who do you usually go to eat Pho with?
Define the profile of customer
Restaurant seating plan Business Strategy
As a breakfast option, how many times you are able to eat Pho in a week?
Define the profile of customer
How much do you often to spend for a bowl of Pho?
Define the profile of customer
To consider the policy of pricing tools
How long do you take for breakfast?
Define the profile of customer
Restaurant seating plan Business Strategy
When you order Pho, how long are you ready to wait?
Define the profile of customer Business Strategy
Whether you choose to eat
Pho for lunch or dinner?
Define the demands in eating Pho
If Pho is chosen for lunch or dinner, you can eat it?
Define the demand of customer
Do you often order soft drinks (ice tea, water, coffee, smoothies ) when eating Pho?
Define the profile of customer Marketing and Sales Strategy
How much are you willing to pay for a refreshing drink?
Define the profile of customer
To consider the policy of pricing tools
Where do you usually consume beverage after the breakfast?
Define the demand of customer Sales and Marketing Strategy
Have you ever ordered food online (GrabFood,
Define the demand of customer
If "No" you want to try this service?
Define the demand of customer Business Strategy
When choosing Pho as a breakfast, Please indicate your importance to the criteria below?
Credit and reputation of the restaurant
Define the demand of customer
Marketing Strategy and Business Strategy
As a customer, what are the criteria that an ideal
To define the demand of customer
Marketing Strategy and BusinessStrategy
The survey was conducted online from 30 June to 2 July 2020, with the findings after
A significant 77% of survey participants are aged between 18 and 34, with 31.3% falling in the 18 to 24 age group and 45.3% in the 25 to 34 range Additionally, 15.6% of participants are aged 35 to 44, while 7.8% are over 44 years old.
According to the survey, 70.4% of participants hold stable jobs and can afford their own meals, with 45.3% being office employees, 14.1% CEOs and directors, and 9.4% businessmen Additionally, I included housewives and university students in the survey, as they also represent a customer base with a continued demand for my product and the financial means to purchase it.
Our target customers have a monthly income exceeding 10 million VNĐ, and survey results indicate that over half of the respondents are potential customers who can afford our products.
The chart indicates that 51.6% of customers typically spend between 40,000VNĐ and 50,000VNĐ for a bowl of Pho However, our business focuses on offering higher quality products and services, which is why we do not lower our prices, as this does not align with our target market Additionally, 40.7% of respondents are willing to pay over 50,000VNĐ, making them part of our ideal customer base, as they prioritize quality over price and seek considerable value for their money.
Fortunately, most of people in District 2 like beef Pho which is our main product. There is only 1 person over 64 participants chose chick Pho as his favorite.
The importance to the criteria that affect to customer choice: (1- Completely not important, 5 – very important)
In District 2, our primary target audience consists of high-income individuals seeking nutritious breakfast options The survey results align perfectly with my expectations.
A significant 82.8% of participants believe that the quality of Pho is crucial in influencing their dining decisions Factors such as price, location, popularity, and promotions become irrelevant if the taste of Pho does not meet customer expectations.
Breakfast plays a crucial role in sustaining energy throughout a long working day, emphasizing the need for nutritious and appetizing options A significant 84.4% of participants prefer enjoying their breakfast in a hygienic environment, as cleanliness enhances the overall dining experience Additionally, we aim to prioritize staff attitude, as it is a key strength that sets us apart from competitors.
The findings indicate that promotions are not essential for my restaurant I have decided not to implement any promotional strategies, as my focus remains on delivering the highest quality Pho at the best possible price.
There are a part of the surveyor comments which is the evidence to show the most 3 things for a ideal Pho restaurant are: Quality of Pho, Hygiene and Quality of Service.
Business strategies
At our restaurant, we are committed to establishing a sustainable business model that prioritizes economy, society, and environment, ensuring we leave no negative impact for future generations As a new and small-scale enterprise, we view this commitment as the foundational step toward our growth and development in the industry.
If I have to rank these criteria as important, I would like to give you the following:environment, society, and profit.
Our primary focus is on protecting the environment, as we have experienced significant impacts from pollution in recent years To mitigate these effects for future generations, it is essential to take action starting today, even with the smallest efforts.
To minimize environmental impact, we prioritize reducing or completely eliminating disposable plastics Our tableware is crafted from sustainable materials such as ceramics, porcelain, glass, wood, and acetate, ensuring an eco-friendly dining experience.
We collaborate with our kitchen team to compost organic waste and customer leftovers, transforming them into nutrient-rich fertilizers This compost is then used in our restaurant's back garden to cultivate fresh vegetables.
We are committed to implementing a zero waste philosophy by collaborating with our staff, ensuring that every aspect of the restaurant is developed using sustainable, long-lasting materials Additionally, we will invest in high-quality equipment from top brands to minimize depreciation costs over time.
At our restaurant, the cornerstone of our philosophy is food, where we prioritize using clean and fresh ingredients to create exceptional meals We specialize in Pho, a traditional Vietnamese dish that reflects our heritage and upbringing With a background in Western cuisine, my family, particularly my grandfather and mother, have instilled in me a deep appreciation for authentic Vietnamese flavors My fondest memories from my three years in Australia revolve around the meals lovingly prepared by my mother At our restaurant, we treat every dish as if we are cooking for our own family, ensuring that there are no unhealthy ingredients, industrial products, flavorings, or additives—just pure, high-quality ingredients that form the foundation of our culinary creations.
At Pho, we are dedicated to showcasing the rich flavors and health benefits of Vietnamese cuisine Our dishes exemplify a harmonious blend of taste, yin, yang, and texture, emphasizing the perfection of this culinary tradition We aim to enhance public appreciation for the inherent healthiness and balance found in Vietnamese food.
This is what we dedicate most to working at our restaurant.
When recruiting staff for our restaurant, we prioritize work productivity, but we place an even greater emphasis on hard work and a willingness to learn While experience and knowledge can be acquired through observation and proactivity, employee attitude is our top priority, as it reflects their actions and dedication to their work Our employees represent the face of the restaurant, and a positive attitude directly contributes to the quality of our service We believe that fostering an environment free from violence and insults, along with promoting honesty and integrity, is essential for human development and overall success.
Customers desire a respectful dining environment, as many express dissatisfaction with restaurants that fail to maintain product quality, service standards, and customer care The concept of a civilized space is challenging to define, but it fundamentally revolves around mutual respect, particularly for our clientele, which primarily consists of Vietnamese and Korean patrons.
At Vatel University, I learned that effective cost control is essential for a business's survival and growth To maximize profits, it is crucial to focus on reducing costs while simultaneously increasing sales.
Creating food from scratch using only the most basic ingredients minimizes intermediate costs associated with retail agents, shipping, and packaging This approach aligns with our goal of achieving freshness in our products.
Investing in modern appliances is essential; however, the most expensive options aren't always the best It's important to select devices that align with your specific needs and purposes, as this can significantly lower depreciation and repair costs over time Additionally, opting for vendors that offer robust after-sales support, including warranties and maintenance services, is crucial in making informed purchasing decisions.
Investing in people who align with our restaurant's values is crucial for success; hiring individuals who share our vision fosters a productive environment We prioritize staff who are committed and passionate, as those who do not share our intent will ultimately be let go Beyond financial investment, we aim to enhance our team's spiritual well-being by promoting knowledge and happiness.
Effective goods monitoring and maintenance is crucial for ensuring optimal functionality within an organization This process demands significant personnel effort and energy, but it is necessary to maintain all components in good working order Implementing a systematic maintenance process and utilizing a checklist of relevant products are essential for every part of the organization.
Training workers on procedures and competencies to upsell
Collaborate with talented people to coordinate small events, talk-shows or just a special day on the subject
Focus on invisible items such as quality of service, restaurant atmosphere (scent,light, and music), gifts for kids, welcome process, etc.
OPERATIONAL EFFICIENCY
Business structure & governance
Attracting talent in the early stages of a startup can be challenging due to budget constraints During this initial phase, the team must focus on organizing, preparing, and establishing processes before officially opening to customers This primitive management team plays a crucial role in refining operations To find suitable partners, I will reach out to reference sources, former colleagues, and friends, as they can assist in enhancing the restaurant's setup and filling in the gaps necessary for successful management.
Business operational planning
The individual is responsible for overseeing and managing all business operations, which includes developing business plans, implementing marketing strategies, ensuring customer satisfaction, recruiting staff, and addressing any serious or irregular work-related issues.
Desk department Bar department Security
1 Managing and controlling the work in the kitchen department
Organizing the first shift meetings as prescribed
Directly disseminating new regulations and information of superiors so that employees in the department know, ensuring accuracy and timeliness.
Assign work to employees in the kitchen department
Plan your expenses and place orders, then divide the work by related locations
Control the workflow of employees, ensuring compliance with standard restaurant processes.
2 Make a menu, set out the processing and quality of the food
Be responsible for planning, researching the menu of new items to be added to the restaurant menu
Assignment, specific assignments for the chef
Establishing processing specifications, professional guidance for kitchen staff on the process of processing standard dishes to serve customers
Ensuring the quality of dishes after processing; directly check the quality of the dish before sending it to the service department
3 Management of kitchen goods and materials
Inventory of quantity and quality of imported goods
Checking the quality of food items, materials in the kitchen
Checking the quality of the remaining foods, spices at the end of the shift to preserve, process and handle appropriately
Making decisions to destroy unqualified food and goods
4 Personnel management of the kitchen
• Planning and directly recruiting personnel from the kitchen department
Direct professional guidance for kitchen staff, training new kitchen department staff
• Directly set out working rules in the kitchen department; Establish policies and regulations in the kitchen that apply to each job and specific position
• Arrange a reasonable working schedule for employees, be flexible in assigning personnel, arranging holidays and leave for employees
• Periodically assess the accomplishments and performance of all employees in the kitchen department.
5 Ensuring hygiene standards, food safety
Responsible for quality control of hygiene in the entire kitchen space
Regulations on standards of personal hygiene, uniforms for kitchen staff
Organize employees to clean the working area, tools and equipment used in the kitchen in accordance with the process.
Ensuring the hygienic quality of the dishes before serving them
Instructing and supervising employees in using and preserving common property, equipment and machines in the kitchen
6 Managing kitchen tools, assets and components
• Every month, coordinate with the accounting department to inventory all kinds of assets, machines and tools in the kitchen
• Instruct, monitor the use and storage of property, machines, kitchen tools of employees
7 Other jobs Directly processing food when the number of customers, or customers request
Coordinate with Restaurant Management, Sale & Marketing department to plan, implement business ideas, menu ideas and promotions for restaurants
Collaborate with relevant departments to receive and resolve customer queries, complaints and complaints about food quality
Making daily food expense reports to the accounting department; report the work plan and recurring food expenses to the Restaurant Manager
Perform other related work under the direction of superiors
- Support the chef in related jobs in the Kitchen department
- Directly involved in food processing
- Train and guide new employees when required
- Preparation and primary processing of raw materials, preparation of appropriate processing equipment
- Storing foods in accordance with the regulations
- Responsible for hygiene for the entire kitchen area
- Perform other tasks as assigned
- Develop a market research plan to know the current brand identity of restaurants and hotels as well as customer satisfaction about the services that the unit is providing.
- Deploy campaigns to promote the brand, promotions, gifts, of the hotel restaurant in accordance with the goal of promoting business.
- Writing PR articles for restaurants
- Building and implementing advertising campaigns
- Building customer care data and developing online system
- Responsible for supervising the performance of tasks of the whole department
- Prepare financial statements, receipts and expenditures of the bank
- Track and report daily work to higher levels
- Make an invoice and collect money from the guests.
- Enter data into the notebook, save the invoice.
- Submit money and report revenue to the Chief Accountant.
The restaurant manager oversees all business operations, ensuring quality service and effective workforce management Key responsibilities include training staff, advising customers, and addressing incidents as they arise, all under the direction of the board of directors At the start of each shift, the manager organizes work areas, provides coaching for new employees, and resolves immediate issues within their authority, while also fulfilling additional assigned duties.
- Ensuring full and accurate implementation of the work prepared to serve customers.
- Dedicated service, attentive attitude attitude, polite, to meet the needs of guests.
- Clean up, clean when guests come back and set up again.
- Coordinate activities with other departments to complete the task.
- Responsible for preparing drinks at the request of guests
- Preserve food, utensils, equipment in the work area
- Ensure cleanliness in the bar area
- Checking and monitoring the status of raw materials in the bar area, ordering materials for the bar.
- Prepare related reports according to regulations
- Support other teams in completing the task
- Perform other tasks as assigned.
- Responsible for security and order issues at the bank
- Ensuring safety for customers about: life, property,
- Perform other tasks as assigned
- Coordinate with other staff to complete the work.
- Ensure cleanliness for the whole area in charge and the whole bank
- Perform other tasks as assigned.
1 Head of chef 8 hours/day 1 7.000.000 Lunch, dinner, bonuses based on revenue Bonus
13 th month salary Take 1 day / week off 12 leave days / year
2 Chef 8 hours/day 2 5.000.000 Lunch, dinner, bonuses based on revenue Bonus 13th month salary Take 1 day / week off 12 leave days / year
3 Marketer 8 hours/day 1 5.000.000 Rewards based on revenue Bonus 13th month salary Take 1 day / week off 12 leave days /
4 Chief accountant 8 hours/day 1 6.000.000 Rewards based onyear revenue Bonus 13 th month salary Take 1 day / week off 12 leave days / year
5 Cashier 5 hours/day 2 2.500.000 01 meal in shift, 13 th month bonus Take 1 day / week off 12 leave days /
6 Restaurant year manager Flexible 1 7.000.000 02 meals a day Rewards based on revenue Bonus
13 th month salary Take 1 day / week off 12 leave days / year
7 Staff 6 hours/day 3 4.500.000 01 meal in shift, 13 th month bonus Take 1 day / week off 12 leave days / year Enjoy 100% tip (if
8 Bar staff 8 hours/day 1 4.500.000 01 meal in shift, 13any) th month bonus Take 1 day / week off 12 leave days / year.
9 Protect 8 hours/day 1 4.000.000 Accommodation, 02 meals on a shift, 13 th month salary bonus Take 1 day / week off 12 leave days / year Enjoy 100% tip (if
10 Sanitation worker 8 hours/day 2 3.500.000 01 meal in the shift Bonusany)
13 th month salary Take 1 day / week off.
Head of chef - 8:00 am – 18:00am
Restaurant manager Flexible working hour
To effectively recruit personnel, I utilize popular job platforms like vieclam24h.com, Careelink, and Vietnamwork to post job openings Additionally, for cashier and waiter positions with flexible shifts, I tap into the local university student workforce I also leverage social media, including Facebook groups focused on students and Zalo, to share recruitment information and attract potential candidates.
In the restaurant industry, where customer connections run deep, staff members serve as the establishment's direct representatives, playing a pivotal role in shaping diners' perceptions With factors such as ambiance, pricing, and cuisine influencing customer evaluations, staff attitude accounts for a significant 50% of the overall experience To achieve success, it is crucial for restaurants to prioritize staff training, which typically involves a two-step process: integration training and professional training, both of which are carefully designed to equip staff with the necessary skills to deliver exceptional service.
At our restaurant, we prioritize a strong business culture by training our staff to build their desired career paths in a healthy and supportive environment We believe in placing the right people in the right jobs, acknowledging that everyone has strengths and weaknesses Our philosophy is that when employees enjoy their work, they create delightful experiences for our customers We foster a sense of camaraderie among colleagues, treating each other like family, which helps us establish a solid foundation for teamwork Even though most of our customers are male, we treat them with the utmost respect and care, akin to how we would treat ladies, ensuring their complete satisfaction We embrace the mindset that while customers may sometimes be mistaken, we are always willing to listen, apologize, and maintain a positive attitude.
The restaurant develops a specific training plan for each department and location with the following specific steps:
To effectively identify training needs, it is essential to align them with the restaurant's business strategy and the specific job requirements for each position This involves assessing the qualifications and professional credentials of current employees, as well as understanding their personal aspirations, as outlined in the attached staff training needs survey form.
Determine the training goals for the position the staff needs training.
To enhance employee skills and performance, our training strategy involves creating tailored training plans for each position, utilizing the "On the Job Training" method Employees will receive advanced training within their departments, guided by senior staff who will educate and evaluate them Each employee's training plan will be customized based on their position and rank, with the department manager overseeing its implementation.
Human resources play a crucial role in the success of any business, particularly in the restaurant industry, where employee performance directly impacts growth Regular performance evaluations, conducted every six months, allow managers to assess each staff member's strengths and weaknesses This process aids in effective planning, recruiting, training, and development, ensuring that personnel are utilized based on the principle of "promote strengths, avoid shortcomings." The evaluation results inform policies on rewards and salary increases for high and good performers while addressing the issues of low-performing employees.
Please inform the employee's performance as follows:
Working time from date to date
Note: Those who review and comment please mark (x) in the corresponding box.
No CONTENTS REVIEW RESULT OF REVIEW
Excellent Pretty Average Bad NOTE
Comply with working hours and labor regulations
Comply with the rules and working regulations of the Company
Maintain general hygiene and workplace hygiene
With superiors, colleagues and customers
Handling customers' requests: quickly and promptly
Customer care attitude: careful, thoughtful, satisfying customer needs
No CONTENTS REVIEW RESULT OF REVIEW
Excellent Pretty Average Bad NOTE
Quality, quantity of work completed
The level of knowledge about the work assigned
Understand the profession of the job
Professional knowledge suitable for the job
Ability to work independently and be proactive at work
Knowledge of products and services of the Company
Spirit of learning and advancing
Obey the orders of the manager
Manipulating soft skills: communication, negotiation, persuasion,
Work planning and management skills
Skills to adapt to work / work pressure
Sử dụng thành thạo các máy móc thiết bị
Be spirit of economical use of the
Operational plan
Saturday: 7:00 am – 22:00 pm Sunday: 7:00 am – 22:00 pm Monday: 6:00 am – 22:00 pm Tuseday: 6:00 am – 22:00 pm Wednesday: 6:00 am – 22:00 pm Thursday: 6:00 am – 22:00 pm Friday: 6:00 am – 22:00 pm
4.3.2 SOPs to ensure quality standard, cash handling, etc.
Standard operating procedure (SOP) at the restaurant
The security will greet the guest
If they come with a bike or car, security will take their bikes or show them where to park car, give the parking ticket
Show them way to enter the restaurant
Open the door for customer
Greet and ask for number of customers
Check for available seats (rush hours)
If there is no available, ask for name, phone numbers and indicate waiting time
Show them the waiting area
Give customer hot tea while waiting
Never seat the customers when the table is not ready
If customers come with group, everyone must present at the restaurant Never seat the customers to keep the table for their group (especially rush hour)
Lead customer to the table with the menu on hands
Show the special menu and promotion (if any)
Ask for special diet and allergies
TIP: greeting by asking how they are, communicate with customer
Note order properly following rules of the restaurant
Parking Welcomi ng Presenting the menu Taking order Serving Clearing Payment
Ask for specific comment (level cooking of meat, add-on)
Double check TIP: don’t ask to repeat, just repeat
Drinks are always served before food and always have coaster (except wine glasses)
Serving ladies first, kids, elderly and men
Always ask for permission when clearing empty plates, bottles, can
Never touch the glasses before the customers leave
Never let the customers leave the restaurant before checking out
ALWAYS check POS receipt and card receipt
Ask for reviews on Trip Advisor Script:
Make sure they are happy with the meal
Ask them to review on trip advisor by saying
Standard operating procedure (SOP) for online ordering
Standard operating procedure (SOP) for the kitchen
The staff will pick up the phone to receive the request
The employee confirms the order and requests the receiving information (name, phone number and receiving address)
You should confirm the information again.
Up to 30 minutes you will have your favorite food right away
Payment after receiving the food.
The Head of Chef asks for materials to transfer the accounting department
The accountant makes the order with the supplier
The Head of Chef receives ingredients, checks quantity and quality
Division of preliminary processing and classification of raw materials
SALES & MARKETING
Product positioning
In the current context, the lives of people in the country are improving, the demand for good food, comfort, food safety and brand is increasingly appreciated.
Pho is a famous dish of Vietnamese people, but for decades it was only known as
The booming pho market in Vietnam presents significant investment opportunities but also intense competition among established players To stand out in this saturated market, where traditional products dominate, businesses must cater to discerning customers seeking quality and a reflection of their social status Recognizing this demand, the restaurant has chosen to target high-end clientele, including foreign tourists, by emphasizing exceptional taste, food hygiene, and top-notch service in the luxury noodle segment.
Targeting the high-income and foreign tourist segment in the luxury noodle market, the restaurant will be strategically located in District 2, where it will face competition from well-known Pho establishments such as Pho Bui Gia, Pho Nam Vuong, and Pho 10.
To establish a unique identity in the competitive culinary landscape, it is essential to focus on the distinctive characteristics of Vietnamese culinary culture as a core value This uniqueness is difficult to replicate and can be showcased through a well-designed restaurant image that emphasizes elegant space, thoughtful furniture arrangement, and high-quality noodle soup Professional and courteous service enhances the overall dining experience, ensuring that customers perceive the establishment as clean and delicious Implementing a robust management system that maintains stable quality standards and attentive service is crucial Additionally, noodle recipes should be carefully crafted to appeal to a wide range of customers, ensuring that Pho strikes the right balance—neither too sweet nor too salty—making it enjoyable for patrons from the North, South, West, and even those with Chinese culinary preferences.
To enhance customer comfort, the store should feature a simple yet elegant decor with traditional benches, avoiding a cramped atmosphere by incorporating a leveling table to optimize space, unlike other restaurants Additionally, the dining area should be equipped with air conditioning for a pleasant dining experience.
The goal of positioning in the minds of customers is luxurious, clean pho Clean means the quality of hygiene from spices, processing materials, vegetables must be controlled.
Apply positioning strategy "More for the same": The price is equal to the opponent but the quality is higher.
SWOT Analysis
A SWOT analysis is essential for every enterprise and organization when formulating a business strategy By assessing internal factors such as strengths and weaknesses, along with external factors like opportunities and threats, businesses can craft strategies that leverage their strengths, address weaknesses, capitalize on opportunities, and mitigate risks Understanding potential threats allows organizations to develop contingency plans, reducing the negative impacts of unforeseen challenges.
Str ength - Pro duc t q ual ity
- H ygi ene an d fo od safe ty
- O pen , b eau tifu l sp ace
- N ew bu sine ss m ode l
- D eliv ery to th e p lac e
- Competitors are long-standing Pho brands
- Price is not really competitive
- The culinary trend of diners is gradually seeking to the traditional flavors.
- Technology 4.0 develops, creating opportunities for image promotion
- Food ordering service through thriving applications Promote business activities
Thre ats Gov -The ern men t ti ght ens the as sura nce of food hyg ien e a nd safe ty
- Fo od pric es i ncre ase
Address: 56 Xuan Thuy, Thao Dien Ward, District 2, Ho Chi Minh City
Broth, Ripe, Pellet, Ribs , Ribbed
- The restaurant is large, airy and clean
- Focusing on advertising activities on
- Newly opened stores (June 2018) should have fierce competition with competitors
- The menu is not really rich
- Selling time is not continuousPho Nam Vuong
Address: B28, Street 25, An Phú, District 2, Hồ Chí Minh City
Broth Pho with beef balls 52.000VND
Pho with beef + beef ball 52.000VND
Pho with beef tail 56.000VND
Tendon + Beef Ball Pho 52.000VND
- Selling continuously during the day
- Restaurant design is not yet brand identity
- Waiters do not wear uniforms, lack professionalism
- There are 2 branches to increase brand identity
Address: 74 Song Hanh, An Phú An Khánh Urban Area, District 2, Ho Chi Minh City
Pho ribs with brisket 55.000VND
Pho with beef balls 50.000VND
Calves Pho with ribs brisket 65.000VND
Broth + ribs Pho with brisket 60.000VND
Broth Pho with brisket 55.000VND
- A well-known brand in Pho business with the coverage from North to South
- Restaurant design uniformity, high brand
- The management process is not tight
- Sales through online ordering applications have not been focused identity
Marketing mix (7Ps)
The restaurant chooses the product as the core value of its nine Marketing Mix offerings.
The width of the product
Explore our diverse range of Pho offerings, including Beef Pho with broth, cooked ribs, and beef balls Choose from our Mixed Pho featuring a delightful combination of brisket, ribbed, and chewy cuts, available in both small and large bowl sizes Our selection also includes specialty broths with calves, veined, and ripe-chewy options, as well as various combinations like Ribs and Brisket Pho, and Broth with Ribs and Ribbed cuts Discover the rich flavors and textures that make our Pho a must-try culinary experience.
In addition to the main menu, the restaurant also offers additional dishes such as: poached eggs, stir, and drinks.
- Each bowl of pho serving customers at the table is lined with a rectangular paper with brand color to create its own character and a clean, polite feeling.
- Towards building pho bowls to customers is not only a delicious noodle bowl but also a clean, cool space, civilized service style, stable quality and many other identifying factors.
- Determine your taste, not only for domestic but also for foreigners Taste towards: less fat, eat bars, eat full, full of nutrients.
Our pho is crafted without MSG, ensuring a pure and authentic flavor The sweetness of the broth comes from slow-stewed cow leg bones, providing a rich taste Our pho noodles adhere to strict food hygiene standards, and we never use preservatives or borax, guaranteeing a healthy dining experience.
This pho recipe is carefully crafted to appeal to a wide range of palates, ensuring it strikes the perfect balance between sweetness and saltiness It is a versatile dish enjoyed by people from the North, South, and West, as well as those who appreciate Chinese cuisine.
A well-defined pricing strategy is crucial for a business's success and customer satisfaction The restaurant caters to a wide range of customer needs by offering a diverse menu with varying price points, ensuring that all patrons can find something that fits their budget.
Beef Pho (broth / cooked / ribs ) 55,000
All Pho (broth / cooked / ribs / Brisket/ tendon/ Ripe- chewy/calves/ beef balls) 80,000
Broth, Ribs, Ripe-chewy Pho 55,000
Pho is best enjoyed in an open space, allowing guests to feel comfortable while savoring the dish We selected a location in An Phu Ward, District 2, renowned for its vibrant food streets, Song Hanh and Tran Nao This area was chosen for its lively atmosphere and popularity among food enthusiasts.
4 District 2 is very developed area that has many offices and school This give us opportunities to get good amount of customer in the market.
5 There are a lot of markets around this are that supply best quality of raw material to make our products.
6 This is the place where many foreigners and Koreans are living They have good awareness about pollution which is a part of our concept.
Initially opening the first restaurant in District 2 and operating in two main distribution channels
- Direct sales channel: serve customers directly to the shop to enjoy Pho
- Online sales channel: Selling via hotline, fanpage, guest advertising channels of restaurants and online food ordering apps: Grabfood, Now, GoViet, Beamin, Foody,
The food and beverage delivery business through apps like Grab, GoFood, Now, and Baemin is rapidly gaining popularity and generating substantial profits for numerous restaurants With millions of users, platforms such as Grab and Go-Viet are transforming the way consumers access dining options.
Selling through food delivery applications allows restaurants to access millions of users without incurring high marketing costs Additionally, it reduces overhead expenses associated with renting prime locations, as traditional venues often require costly leases in busy areas Furthermore, these platforms streamline operations by providing dedicated management software for merchants, enabling efficient order handling and inventory updates For restaurants with high customer volumes, POS systems enhance order management and productivity However, it is essential to weigh these benefits against the potential drawbacks of relying on third-party applications.
Selling food through apps involves costs, as restaurant owners must share a portion of their revenue with delivery platforms like Grab and Now Typically, these commissions range from 20% to 30% of total revenue, varying by restaurant Consequently, for establishments with lower order volumes, this model may struggle to generate profit due to the significant expenses involved.
Business orientation in the direction of franchising to expand distribution channels.
Decorate and present menu signs, posters, standcards, brochures, noodle liners This is an effective and cost-effective image promotion channel
In the age of Technology 4.0, restaurants are increasingly leveraging digital marketing platforms such as Google Ads, Facebook Ads, YouTube Ads, and TikTok Ads to enhance product visibility and strengthen brand positioning in the minds of consumers.
The restaurant's strategy focuses on delivering exceptional quality to encourage repeat visits and generate positive word-of-mouth referrals Ultimately, the brand's reputation hinges on the genuine quality of its offerings and the level of service provided by its staff While appealing decor can attract customers, the brand's unique style, company culture, and employee attitude play a crucial role in distinguishing it from competitors.
In order to increase connection with customers, the restaurant implements a loyalty program For every bill worth over VND 100,000, customers will receive a score stamp.
Customer status Number of stamps Benefit
Titan 10 - 5% discount on food and beverages
- Monthly birthday discount 10% on total bill, unlimited times
Gold 20 - 10% discount on food and beverages
- Monthly birthday discount 15% on total bill, unlimited times
Diamond 30 - 15% discount on food and beverages
- Monthly birthday discount 20% on total bill, unlimited times
To enhance service quality, the restaurant will conduct a customer survey every three months, focusing on key factors such as food flavor, service quality, and restaurant ambiance.
Actively participate in community activities in the area to approach and introduce products to the local community.
Every three months, the "Love Pho Restaurant" charity program offers bowls of Pho for just VND 5,000 each, with a daily limit of 250 bowls for those in need This initiative not only provides nutritious meals to individuals facing hardships but also strengthens the connection between the Pho brand and its customers.
The plan emphasizes that the initial point of contact for customers should be the service staff rather than the Director or restaurant manager, as interactions with the director are rare Consequently, the restaurant prioritizes the quality of its staff during recruitment Training skilled service personnel is crucial for customer retention, highlighting that excellent service is as important as quality and pricing.
Restaurant service standards are specified as follows:
Online Online ordering process: When customers call, Delivery service of the restaurant will serve you
Parking Welcomi ng Presenting the menu Taking order Serving Clearing Payment
The staff will pick up the phone to receive the request
The employee confirms the order and requests the receiving information (name, phone number and receiving address)
You should confirm the information again.
Up to 30 minutes you will have your favorite food right away
Payment after receiving the food.
- Design: From the outside looking at the restaurant, the front of the shop will be using glass, with a distinctive orange-black tone of the restaurant.
- Signboard: the name of the restaurant will be designed big and clear in a very visible position.
- Logo: designed prominently by white letters on an orange background, this is also the main color tone of the restaurant.
The restaurant spans a total area of 150m² across two floors, featuring 20 dining tables that can accommodate up to 80 diners at a time The interior design emphasizes a clean, cool, and comfortable atmosphere, with a cohesive main color scheme that enhances the dining experience.
The restaurant prioritizes eco-friendliness by incorporating wide windows that maximize natural light, significantly reducing the reliance on electric lighting during daylight hours.
- Machinery and equipment: Use a pho cooking pot that meets technical standards to ensure safety and environment friendliness.
- All bowls, chopsticks, cups, bottles and jars plates, etc all print restaurant name.
- Uniforms: All staff in the restaurant wear uniforms, uniform from waitress, bartender to security guard.
- Brochure: designed to introduce new products, or all items in the menu of the restaurant.
FINANCIAL OVERVIEW
Capital expenditure
Description Unit Quantity Unit price Total Price I/ Product research and development costs
II/ Business space rental costs
Business space rental costs month 12 20.000.000 240.000.000
III/ Remodeling and decoration costs of restaurant and interior design costs
The cost of repainting floors 1 and 2 Pack 1 50.000.000 50.000.000
Perfecting the electrical system Pack 1 15.000.000 15.000.000
Fire prevention and fighting system Pack 1 10.000.000 10.000.000
NA 702 BL Napoliz vacuum odor
Product research and development costs 0.84%
Remodeling and decoration costs of restaurant and interior design costs 19.25%
Product research and development costs
Business space rental costs Remodeling and decoration costs of restaurant and interior design costs
Equipment costsMarketingWorking capital 3 months
Five years revenue forcast
The pricing strategy outlined in the previous chapter indicates that the average customer is expected to spend 60,000 VND per visit This price point aligns with the purchasing power of the target audience, enabling regular patrons to dine at the restaurant approximately 2-3 times per week.
The restaurant spans a total area of 150m2 across two floors, featuring 20 dining tables designed to accommodate up to 4 diners each This layout allows the restaurant to host a maximum capacity of 80 diners at any given time.
The maximum number of diners served in the three main meals of the day is: 240 diners/day (80x3).
The number of current diners at other times of the day is equal to 25% of the total number of diners who eat at three main meals = 60 diners/day
The number of products sold through online sales applications is equal to 15% of the total number of diners who eat at 3 meals = 69 diners/day
Thus, the total number of diners in 1 day serving restaurant is: 369 diners / day.
The projected average operating capacity for the restaurant is anticipated to be 30% in the first year, increasing to 37% in the second year, 38% in the third year, 40% in the fourth year, and reaching 45% by the fifth year It is estimated that the restaurant will operate for 360 days each year.
Revenue of Restaurant is forecast based on price and sales forecasts From the forecasts presented in sections 1.1 and 1.2 have the expected revenue table as follows:
Targets 1st year 2nd year 3rd year 4th year 5th year
1st year 2nd year 3rd year 4th year 5th year
Income statement
Targets 1st year 2nd year 3rd year 4th year 5th year
Materials Cost rent Cost rent Electricity bill
Water bill Internet bill (telephone) Salary Interior depreciationEquipment depreciation Marketing
Cash flow forecasts
Cash flow from operating activities
Net cash flow during the period
Presumption at beginning of the period
Presumptio n at ending of the period
Net cash flow Project cast flow
Breakeven analysis
In order to calculate the break-even point in this analysis, certain data are needed, namely fixed costs, product selling prices and variable costs for each product.
The breakeven point occurs when fixed costs are fully recovered, achieved through the contribution margin, which is the difference between revenue and variable costs By dividing fixed costs by the contribution margin, one can determine the breakeven point.
Formula to determine break-even point
The table below shows the break-even points in the following years:
Payback analysis
From accumulated cash flow, payback period is calculated as below:
EVALUATION OF PROPOSAL
In the process of operation, the restaurant may encounter some risks, so the author puts forward some risks and countermeasures to overcome these risks The restrictions are as follows:
The risks are probably due to the new restaurant opening, so not many customers come to the restaurant to enjoy the food
Measures: Further promote, strengthen marketing and advertise on different channels.
To effectively attract customers, businesses can develop a targeted emergency promotion plan tailored to their specific circumstances Strategies may include offering discounts, implementing buy-one-get-one-free deals, providing complimentary drinks with pho purchases, or distributing coupons for future use.
Risks of fire and explosion damage
Restaurant often use a local stove, so it is easy to be at risk of fire, especially from grease, oil and electrical sources.
To ensure kitchen safety, it is essential to regularly check and clean the area, equip fire prevention and fighting equipment, and establish a clear process for handling fire and explosion incidents in restaurants.
The typical risk in restaurant business is food spoilage Preserving ingredients in chillers is essential for restaurants.
Measures: The restaurants need to have backup power supply system for food preservation system In case of food spoilage, immediate disposal.
If unfortunately one or more customers get food poisoning from the restaurant's dish.
In the event of a food poisoning incident, the restaurant will promptly investigate the cause to implement corrective measures, which may include changing suppliers The establishment is committed to taking responsibility by compensating affected customers for related expenses, including medical costs and lost income due to their absence from work.
If the initial trading period without interest, costs of importing goods, or business operating costs can be difficult Supplier does not owe.
Measures: Create good relations with suppliers, sign long-term contracts, in which the contract should agree on suitable terms for newly established restaurants.\
As a new entrant, the restaurant will have to compete with competitors that appear first in attracting customers.
To address this issue, the restaurant will implement targeted and effective marketing and advertising strategies while also introducing innovative solutions to diversify and differentiate their product offerings.
Risks of strong fluctuations in market prices
In the first stage, the restaurant did not have much profit, so if the inputs were too high, it would cause financial difficulties.
Measures: If the price fluctuates in the short-term, the restaurant will keep the price unchanged from the original price.
To retain customers during prolonged price fluctuations, the restaurant will maintain its established sales price, even if it means accepting reduced profits Over time, we will gradually adjust prices to align with market trends.
An eco-friendly pho restaurant is a promising economic venture, generating a first-year profit of VND 250 million While this profit may not be substantial, it is a significant achievement for a newly established eatery By having group members contribute capital and manage the business collaboratively, staffing costs are minimized This approach allows for equal profit sharing among members, fostering a motivated and enthusiastic work environment.
The project provides participating members with an opportunity to draw on their expertise, generate income and experience.
Provide customers with delicious, affordable and, most importantly, ultra-hygienicPho (rice noodles) to ensure food safety and hygiene and provide healthy food for diners
The project enhances product consumption for suppliers, boosts their incomes, and motivates them to engage in the business of environmentally friendly and health-conscious food materials.
For the national budget: Through the full tax payment, the eco-friendly noodle shop business project contributes a part to the state budget.
EXECUTIVE SUMMARY
After a thorough evaluation of the market conditions, economic landscape, target customer demand, emerging cooking trends, and competitive analysis, we are confident that our business plan is not only feasible but also promises significant economic benefits By focusing on product-centric strategies and implementing targeted marketing campaigns through platforms like Google Ads, Facebook Ads, YouTube Ads, and TikTok Ads, we anticipate strong customer reception and the potential to exceed our goals Financial forecasts indicate a swift return on investment, with an estimated payback period of just one year and six months for an initial investment of 509 million Vietnamese dong Given the current trend of declining bank interest rates and an average ROI of 35.7%, this project presents a compelling investment opportunity.
The eco-friendly Pho restaurant project aligns perfectly with the future trends in the F&B industry, making it an excellent opportunity for business growth and market entry By prioritizing product quality, food safety, and hygiene, this restaurant will offer diners healthy and convenient meal options Through thorough research and compelling survey data, investors can gain a clear understanding of the project's potential and overall viability.