RMIT international university vietnam BP181 bachelor of commerce program ASSIGNMENT COVER PAGE

The following report will illustrate interior look of the Furima, a modern Japanese pop up desserts and cafe concept which is ideally situated within the high-class complex Vincom Center

RMIT International University Vietnam

BP181 Bachelor of Commerce Program

ASSIGNMENT COVER PAGE

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Course Code:

Course Name:

FOHO1024

International Food & Beverage Management

RMIT Vietnam, Hanoi campus Assignment 2: Part 1 Menu Engineering docx

Duong Van Ha Tran Tuan Hai Tran Tung Son

Au Manh Dat

Ta Duc Son Nguyen Quynh Tam s3712569@rmit.edu.vn s3373535@rmit.edu.vn s3730093@rmit.edu.vn s3640264@rmit.edu.vn s3695277@rmit.edu.vn s3744271@rmit.edu.vn Justin Pang

15/08/2019

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COVER SHEET for SUBMISSION of INDIVIDUAL/ GROUP ASSIGNMENTS

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FOHO1024 International Food &

Beverage Management

(For Office use only)

Assignment Title: Assignment No: Date Due:

Part 1: Menu

Engineering

Academic’s Name:

Duong Van Ha

Tran Tuan Hai

Tran Tung Son

Au Manh Dat

Ta Duc Son

Nguyen Quynh Tam

STUDENT(S)

7)

8)

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Student Signature(s)

1) Duong Van Ha 2) Tran Tuan Hai

3) Tran Tung Son 4) Nguyen Quynh Tam

5) Au Manh Dat 6) Ta Duc Son

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Table of Contents

I Introduction

II Menu Design Aesthetic

III Considerations

1 Target market

2 geographic location

3 service style

4 Theme of Restaurant

5 Marketing

6 The feasibility of the concept

restaurant

IV Limitations

1 Restaurant's type

2 Ingredients

3 Equipment and employes

4 Operating budget and

pricing strategy

V Variety of Menu Offerings

VI Reasoning

VII Conclusions

VIII References

5 6 9

10 10 11 11 11 11

11

11 12 12 12

13 14 15 15

II Introduction

With the current diverse cuisine culture, people tend to have certain preference for their meal under the perspective of appreciating the finest possible experience Therefore, an instant snapshot of a restaurant under a courteous form of advertising paper that every guest will have to read is extremely essential for the brand communication with their targeted clients

The menu is considered to one of the most important internal advertising tools which is enormously useful for the purpose of educating a potential guest about the experience they are about to have (VSAG 2012) For this purpose, the process of menu engineering must be thoroughly handled and designed

The following report will illustrate interior look of the Furima, a modern Japanese pop up desserts and cafe concept which is ideally situated within the high-class complex Vincom Center Metropolis in the capital city of Vietnam In this case, the paper will provide a general view of the interior motivation behind the thorough selection of this special theme Moreover, deeper analysis on the limitations as well

as the used pricing method will be highlighted

III Menu Design Aesthetics:

The Furima’s menu is a permanent menu which focusing on modern Japanese dessert The layout of menu is staying the same This is a menu a la carte, with the decoration of the plated dessert which can satisfy the customers

First of all, the menu of Furima has adapted the modern menu design style which is depend on the restaurant concept The concept of Furima is modern Japanese, which

is delicate and friendly, also simply to customer for easier understanding The first page of the menu is covered in pink color, and has only the name of the restaurant, phone number and address The first page was made for customer to remember the name of the restaurant by impression, also highlight the main information of Furima

Secondly, the second page of menu is divided into two parts The first part is the name of the restaurant and pictures of Furima’s signature dishes The name of the restaurant has placed in the center of the page, between the pictures and the menu to confirm the important of branding Then, three pictures on top of the page will make customer easier to imagine the dishes of Furima, for examples, fruits, cakes, ice-cream, etc Below the name of the restaurant is Furima’s products The restaurant is selling cakes, drinks, and plated desserts With the cakes and drinks part, the price

of each product is placed next to the product’s name Cakes and drinks are focused

to the modern Japan concept, for example, matcha milles crepes, matcha swiss roll,

or matcha yuzu, Ocharaka boutique tea, etc because matcha is a signature tea of Japan that people most remembered The restaurant’s signature plated desserts are placed next to cakes and drinks part There are names and ingredients below each name of signature plate, so customer can make easier choice with their favorite taste After Ozdemir and Caliskan (2014) menu development should intelligently highlight the restaurant’s theme to the customers in terms of color, size, design and label, the main color of menu is pink, with black title and letters, will make a lightly vision to customers It will be simple and not too colorful

Finally, the language of the menu is English, but it also uses simple words and ingredients to easier understand, also, Furima’s staff will explain the menu to customers who don’t know about English

IV Considerations

Among every step of starting a business, consideration plays a crucial role to determine a business’ chance of success Without consideration, the products will not be able to serve the wants and needs of the customers According to Tyrocity (2018), opening a business is an art of being busy in which the meaning is to earn profits Thus, there are several components in which we must go through to have the most objective view of our business:

1 Target market:

In order to better understand where our customers stand in the marketplace, we analyze them with their Demographics segmentation and Behavior segmentation as follow

Figure 1: Demographic and Behavioral Segmentation of the Furima’ target market

Demographics

Segmentation

Behavioral Segmentation

Age: 16-35 Customers who look for cuisine indulgences from

exotic country with limited budget spending Gender: Male and Female Loyal customers who are price sensitive and

looking for a casual, familiar and warm feeling of

a store Nationality: Vietnamese,

Westerners, Korean,

Japanese

These customers who just want to have a seat in a famous landmark of Hanoi with a very reasonable price for seat and atmosphere

Income level: Lower

middle, Middle, Upper

Middle Class

Mostly people who go to Metropolis for their personal reasons and walk in the shop intentional

or not intentional

2 Geographic Location:

The location that we chose to open Furima is Vincom Center Metropolis Lieu Giai, Hanoi The reason we chose this location is due to its high traffic of foreign customers such as Korean, Singaporean, Japanese and Westerners Needless to say, Cau Giay districts have long been the district that is famous for having so many Korean, Japanese staying in the area Located inside the district, Dao Tan street and Lieu Giai street are among the major big street of the district, thus, so many of the foreigners are staying here Standing right in the middle of Dao Tan street, Lieu Giai street and Kim Ma road (the main road that takes the flow of traffic from Cau Giay district downtown Hanoi), Metropolis building have the perfect position for our shop to be opened This location selection is based on our understanding that most of the customers who choose to consume our products are mostly foreigners who had experienced Japanese cuisine

3 Service Style:

‘The service style determines the layout, menu, inventory, food prices and decoration of the restaurant’ (Johnson 2018) According to Johnson’s article, our shop is categorized as Fast Casual Restaurant Therefore, we need to identify ourselves to customers that our products and service quality have higher standards than fast-food restaurant but below the fine dining standards In fact, our service style will be dynamic, flexible, and young but still have medium standards

4 Theme of Restaurant:

Our main theme will be elegant, simplicity and dynamic These characteristics are the one that the young generation of Japan is currently having In terms of decoration, we will also use the above characteristic to be the main topic of the decor parts The restaurant will use materials that reflect the general spirit of the place, but these materials will also need to be not expensive since we are only a pop-up restaurant serving a particular occasion

5 Marketing:

Since the majority of our customers are people in the young to middle age, we will mostly aim at low to medium budget for marketing Most of our campaigns will be deployed on digital tools such as Instagram, Facebook, Tripadvisor, Yelp, Vietnammm, etc

6 The feasibility of the concept restaurant:

On the bottom line, this type of budget dessert restaurant can be very likely to develop in Vietnam's marketplace because of the latest trend that young people are now looking forward more to experience foreign cuisine for more exotic experience However, as the age of this group is still young, this could mean that the amount of money spent for these types of indulgences cannot be too high This leads to good rate of success for our concept restaurant

V Limitations

1 Restaurant’s type

Furthermore, Hanoi has a reputation for many Western desserts & cafe restaurants

so Furima must compete against many strong competitors here

On the other hand, Furima has many signature dishes and several drinks that could attract younger people There are also some desserts that familiar with Vietnamese customers such as Mochi or Soufflé so it could be appealing to the customers to have something familiar with them in the menu

2 Ingredients

Most of the cake requires seasonal fruit and ingredients from Japan so this is a limitation for the restaurant To be more specific, all the cakes must make from the exact ingredients to have the best taste The restaurant can find some of the components here but with very expensive price such as cherries so this will result in the pricing strategy which make the cake more expensive

3 Equipment and employees

A modern Japanese desserts restaurant will need a lot of equipment as all the desserts need many steps to be made In addition, Vietnam is lack of desserts making equipment providers, so some steps have to be executed by the employees themselves This is a limitation as it would slow down the making process, so the guests must take a longer time to wait for their dessert

Another limitation is the lack of skilled employees It is easy to find a skilled chef, but it is really hard to find a pastry chef here, especially for Japanese dessert The only solution to this problem is that the restaurant has to find a Japanese pastry chef

to work here and then train the employees On the other hand, services staff is easy

to find here as many students are looking for part time jobs and it is easier to train them

4 Operating budget and pricing strategy

The restaurant is set in a prime location which is a crowded shopping center, this leads to the fact that the rent is really high, so it pushes a lot of pressure in to the operating budget Furthermore, with the lack of skilled pastry chef, hiring a pastry chef from Japan will also cost a lot of money

Consequently, the price of the desserts will be higher than a normal dessert cafe restaurant to cover the expenses and to make a profit This will affect the business

as the segments is set for medium and high-income customers only so it would be tricky to attract guests when opening

VI Variety of Menu Offerings

Furima menu combines specific elements of traditional and contemporary Japanese fusion desserts and drinks with unique ingredients from a different ethnic cuisine and innovative baking and creating technique as well as fresh look of plated dessert dishes Provided below are some of the signature and best-selling menu items

Mont Blanc

Furima offers a wide range of different types of cake varied from traditional

Japanese style to regular modern elegance which is served in lavish pieces The Mont Blanc pastry which is originated from France and made it first arrival in Japan

in the early 1900s is one of the must-try items in the menu The Japanese Mont Blanc pastry has a sponge cake base with chestnut paste and topped with a signature stringy layer of whipped chestnut cream with the dusting of confectioners’ sugar which creates the appearance of the snowcapped mountain in the Alps It will appeal to customers who would love to have a completely fresh and unique

experience of Japanese flavor and French-originated texture

Kakigõri

This is a Japanese shaved ice dessert flavored with sweet syrup, seasonal fruits and

a sweetener like condensed milk The dish is served as one of the hot items since it

is extremely suitable with the hot and humid summer days in Japan and potentially, Hanoi

Wagashi

This plated dish offers a great combination of tastes and texture Wagashi is a

(kanten), chestnuts and sesame paste It is commonly served with the bitter taste of Furima signature Japanese-style green tea

Drinks

Matcha Yuzu

Unlike regular green tea, this exceptional tea is profuse with nutritious balance and has the unique flavors of what is referred to as umami which means ‘delicious’ in Japanese

Uji Matcha

This is considered to be our signature and finest blend as the ingredients are directly imported from the original Uji region of Kyoto, Japan With a smooth texture and deep vibrant flavor, Uji Matcha is believed to be the premium green tea with the finest and exceptional quality

VII Reasoning

A menu is very crucial that it either shows the style of the restaurant or where customers can find what they want from it In general, all the best features of the restaurant are packed in the menu According to Peters Jones and Paul Merricks,

it should act as a useful means representing both its marketing concepts and

marketing activities Designing a menu is a key process to express the aesthetics bold aspects as well as the taste of customers through their sight These important elements that make up an impressive menu include beautiful, unique, systematic and expressing reasonable prices

Firstly, the menu should be designed based on the current and future goal concept of the restaurants which means the operators understand its market position as well as the need, behaviors of its targeted customers Furima is established as a cafe of Japanese desserts with the objective of bringing Japanese cuisines to Vietnamese culture Therefore, almost menu items are Japanese dishes with some other typical items such as lemon snow or mango smoothie in order to diversify the food

selection and make it more familiar for Vietnamese customers However, both of them are still related to Japanese as they are basic drinks in many areas To