BREADFIRST VIETNAMESE EATERY AND BAR

Our main customers are tourists aged 18 to 25, who love art and cuisine.. 1.1.3 Core Values  Tasty food – made from the best ingredient we got in town and cook by talented chef  Well

ACKNOWLEDGEMENT

I will not be able to complete this project without assistance Therefore, I want to express my gratitude to the following people for taking the time to support and encourage me during this project

First of all, I would like to express my sincere thanks to my tutor - Mr Le Hoai An He gave very

detailed feedback and advice during the project I could not complete this project without his support

I would like to thank the MA3-2016 students, especially Ella Nguyen and Phan My Kim, for their

TABLE OF CONTENTS

Executive summary 3

1 Introduction 4

1.1 Objectives, Mission, Core values 4

1.2 Business concept 4

1.3 Stakeholder group 9

1.4 Unique selling points 11

2 Economic environment 12

3 Market analysis 14

4 Business strategies 23

5 Sales and Marketing 27

5.1 Product 27

5.2 Pricing 27

5.3 Promotions 27

5.4 Placement 30

5.5 People 32

5.6 Physical Evidence 32

6 Operational efficiency 33

6.1 Processes 33

6.2 Human Resource 37

7 Financial overview 44

8 Evaluation of proposal 53

9 References and appendices 54

EXECUTIVE SUMMARY

I am an "addict" to travel to Da Lat For any special occasion of the year, I chose Da Lat as the destination I love Da Lat for its cold atmosphere, French architecture, friendly people and delicious food However, I noticed that Da Lat was lacking in delicious eateries and the famous

eating places here were mainly small local eateries That's why I wanted to establish Breadfirst -

a Vietnamese Eatery and Bar

Inspired by the Japanese manga called Shinya Shokudo, Breadfirst is designed to be a wooden bar with an open kitchen located in the center and surrounded by countertop seatings Although designed as a Japanese restaurant, but we serve Vietnamese food We serve two main meals during the day: Breakfast and Dinner

Da Lat is perceived as one of the major tourist destinations in Vietnam with growing numbers

of tourists every year Our main customers are tourists aged 18 to 25, who love art and cuisine To attract this audience, we focus on two main elements: architecture and food Marketing plans have been designed to focus on this segment

Financially the proposed business looks feasible The initial investment of VND970,850,000 is not high and minimizes the overall risk Return on this investment (ROI) is 79% in the first and rises steadily for subsequent years Unit sales to achieve breakeven on a daily of monthly basis are readily achievable, and the initial investment can be recovered in the second year of

operation

1 INTRODUCTION

1.1 OBJECTIVES, MISSION, CORE VALUES

1.1.1 Objectives

 Follow the financial estimates in a 5-year 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 2% above

 After the first year, we would like to become a tourist destination of Da Lat

 After the second year, we would like to become one of the reasons why people travel to Da Lat

 After the third year, we would create revenue and capability to build the second concept of Breadfirst

1.1.2 Mission Statement

 We serve a decent meal in civilized space

1.1.3 Core Values

 Tasty food – made from the best ingredient we got in town and cook by talented chef

 Well-trained staff – with hospitality attitude to excite customers with personal service

 Green business – having a minimal harmful impact on the surrounding environment

 Civilization – clean, polite and share knowledge

 Financial controls – design and employ strict financial controls

Although it is inspired by Japanese restaurants, Breadfirst is a Vietnamese restaurant We sell Vietnamese dishes, served by a Vietnamese staff, and for Vietnamese customers Foods are

expected to be the main tune of Breadfirst and we would love to raise people's awareness of Vietnamese culinary culture which has long been referred to one of the healthiest foods, balanced

in taste, texture, and yin-yang At Breadfirst, we will do everything the following criteria:

homemade – fresh – tasty We would like to inspire pride of Vietnamese cuisine to our customers

1.2.1 Products

According to the article “Is Vietnamese food really healthy”, Mr Yvon explained that “The dishes and ingredients used in Vietnamese cuisine can cover all the dietary needs on protein, lipids, carbohydrates, vitamins, and minerals because there is a great natural diversity of agricultural products It is this diversity and variety that are the foundations of a healthy and balanced lifestyle.” Here at Breadfirst, with a deep passion in Vietnamese food, we have the ambition to bring

Vietnamese food to a new level by the focus on these following factors: fresh, homemade and tasty To keep everything fresh, we work with local farmers for daily fresh ingredients such as

meat, vegetable, fruit, herbs We make food from scratch such as bread, sauces, ham, rillettes, etc

We will not use processed food, canned food, GMO products, MSG products for cooking

1.2.1.1 Breakfast

We will open from 7:00 am to 12:00 pm for breakfast We would like to serve traditional Vietnamese dishes because Da Lat’s morning is cold and it is ideal to serve a Vietnamese meal which has balance in taste, texture and is fully nutritious to start a new day We would love to serve typical dishes come along with bread such as “xíu mại” (pork meatballs), “cá kho” (braised fish), “bò kho” (stewed beef), and chicken ragout Da Lat is always cold in early morning, therefore, mainly drinks are served hot and rich in nutrition which help customers get as much energy as possible In the morning, Breadfirst will be a sunny, cozy and cheerful house We want

to bring fresh energy to help customers welcome a new day full of happiness

1.2.1.2 Dinner menu

Breadfirst eatery will turn itself into a small bar serving basic alcoholic drinks with small

dinner menu adopting a little twist from Western cuisine Our opening time at night will start

from 6:00 pm to 11:00 pm The night atmosphere at Breadfirst would be a little fancier, funnier and cozier than in the morning In addition, we will always have seasonal items like seafood, meat, vegetables, fruits and these will be seasonal dishes, which will be the main highlight for the dinner menu at Breadfirst

1.2.2 Services

When we talk about services, we need to talk about the staff team, from the guard to the dishwasher At Breadfirst, following the importance of food, service is the key to helping us open our doors to gourmet dining experiences The service style and also the criterion for recruiting at

Breadfirst is food passion, good attitude, and positive energy As a believer of the Law of

Attraction, I believe that every human link that brings good energy will create a human, warm and positive atmosphere

1.2.3 Location

In the Food and Beverage industry, unless you have a reputation, your location can determine your success At Breadfirst, we choose a restaurant located around Hoa Binh zone that is close to Da Lat market We chose this area because of the following reasons:

1 Our customers are mostly tourists, the location of restaurants right in the center with find address will help customers find us more easily

easy-to-2 This area is close to Da Lat market and famous coffee shops like Tung and Ba Nam

3 This area has two large bus stations which are the city bus station and Thanh Buoi bus station Most tourists coming to Da Lat by bus will come to this area first

 Delivery on time

 Deliver the right goods and the right quantity

 Ensuring the quality of goods is always the best

 Ensure a stable source of goods

 Notice of agricultural season

 Good deal on price

 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

 Offer promotions

 Facilitating product development

 Introduce customers

1.2.8 Management

1.3 STAKEHOLDER GROUP

We believe that the project will be very successful if all stakeholders feel motivated and satisfied with their benefits Stakeholder has different expectations and requirements We will work with stakeholder based on their expectation and requirements This will be an advantage for the project

to succeed if you understand Stakeholder's needs, expectations and requirements And if you don't identify all stakeholders or evaluate their confusion, the project may encounter crises such as delay

in the project, cost overrun, and maybe the project is terminated in the worst case

According to Project Management Body of Knowledge, a stakeholder is an individual, group, or organization who may affect, be affected by or perceive itself to be affected by a decision, activity,

or outcome of a project Stakeholder usually includes a project team, project sponsors, organization members, and members outside the organization

We divided into two stakeholder groups:

Respect Support Sympathy

Management team

Operation Planning Making decisions Risk managements Connection link

Good pay Good benefit Career development Self-development

Respect Support Training courses

Founders

Strategy Operation Finance

Benefits Opportunities Profits

Respect Guarantee

Operation Finance Processes

Good deal Long term relationship

Pay on time Loyalty Product or service development

Government

Police Departments

Paper works Operation

Compliance with the law

Respect Support

Good deal Contribution

Key Opinion

Leaders

Celebrities Influencers Commentators

Strategy Marketing Operation

Good deal Long term relationship

Respect Support

Local

Neighborhood

Processes Operation Outside environment

Healthy environment Respect

Respect Support

Local

communities

Homestay, coffee shops, hotels, resort

Sales Marketing Good deal

Pay on time Clarity Justice

Cooperator

Electrician Photographer Film maker

Processes Marketing

Good deal Long term relationship

Pay on time Clarify Justice

1.4 UNIQUE SELLING POINTS

We identified food and civilized space as a special feature of Breadfirst According to the

result of the market survey we did, these two factors are things that affect customers the most when they decide to

When going to a restaurant to eat, there are many factors that affect customers such as architecture, music, waiters, prices, promotions, etc But we, who are experienced and passionate about food, insist that food will be the main determinant of whether the customer will return to the restaurant The dishes that are familiar to Da Lat people and Vietnamese in general will be re-

cooked by young chefs at Breadfirst according to fresh, homemade and delicious criteria Fresh

here is clean, fresh ingredients daily and produced locally Homemade means that we will immediately process everything from scratch from the sauce to the bread Delicious is the most

important and most difficult to describe Pure Vietnamese, familiar and reminiscent of memories

is what we want to bring through food

According to the survey that I conducted when doing this project, when asked about the most important factors when choosing a restaurant, the results show that after the "food" is the civilized space Of the 108 respondents, 80 answered that civilized space was the most important, accounting for 74% For us, building a non-civilization for a restaurant is not easy because if you

do it not skillfully, customers will become unsatisfied and leave unimpressive impressions But to achieve this, we will try to educate customers through regulations at such: no bad language, no insult, no loud noise, not drunk, not fighting, etc

2 ECONOMIC ENVIRONMENT

With an altitude of 1,500 meters above sea level and surrounded by mountains and forest, Da Lat inherits a mild and cool mountainous climate year-round The history of more than a century also left the city a valuable architectural heritage, likened to a 20th-century European architecture museum Rich natural and cultural resources help Da Lat become one of Vietnam's famous tourist destinations, attracting millions of tourists to visit and relax every year Da Lat is also a center of education and scientific research, a diverse city of religion with the presence of hundreds of temples, churches, monasteries A rich agricultural area especially with vegetable and flower products Thanks to the mild climate, beautiful natural landscapes, and rich architectural heritage,

Da Lat is also known for many other names such as "The Misty City", "The City of Thousand Pine", "The Thousand City "Flower" Cherry Blossom "or" Little Paris "

With a distance not too far, only about 300 km from Saigon and 230 km from Nha Trang, tourists from neighboring cities just take a night bus to travel to Da Lat In addition to buses, tourists can also take a flight to Liên Khương airport Motorcycles are also a cool option because of the beautiful passes and stunning views from the routes

Da Lat also attracts tourists because the atmosphere is cold all year round, this is a characteristic

of the high mountains Not all of a sudden, the French chose Da Lat to build a resort city for the upper classes By the influence of the French, Da Lat brought a very "French" atmosphere expressed through the architecture, lifestyle, and cuisine of the people here

According to Lâm Đồng online, in 2018, by the middle of November, this tourist city has attracted 5.5 million visitors, 4.2 million registered guests, achieved 97.6% of the year plan and increased

by 17.5% over the same period Particularly, the international visitors accounted for 12.9% It is expected that by the end of 2018, the total number of visitors to Da Lat will be over 5.7 million, reaching 102% of the plan

High season in Da Lat for tourism is summer (May to August, highest in July), winter (November

to February) and national holidays (Tet holidays, April 30th and May 1st) The rest would be in low season, lowest in September For example, in Liberation Holiday 2019, the number of tourists came to Da Lat is estimated at about 115,000 visitors (up 4.5% compared to the same period in 2018) In which international visitors are estimated at 6,500 visitors (up 8.3% compared to the same period in 2018), domestic guests are estimated at 108,500 visitors (up 4.3% over the same period in 2018)

3 MARKET ANALYSIS

3.1 PURPOSE OF MARKET RESEARCH

 To dedicate the demand of tourist customers in eating and drinking while traveling Da Lat

 To dedicate the demand of local customers in eating and drinking at night in Da Lat

 To dedicate the demographics of key-value customers

 To find out the main competitor and analyze their strength and weakness

 To understand more about the local culture and environment

 To know about the current food and beverage trends in Da Lat within the community of key-value customers

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 ->

and Marketing

Original living place

How often do you travel to

Da Lat per year?

How long does your trip

take?

1-2 days

3-4 days

Over 4 days

Define the profile of

Who do you often travel

What kind of transportation

do you ofter choose to travel

to Da Lat?

Bus

Flight

Motorbike

Define the profile of

List down your favorite

accommodation Define the profile of

What do you like the most

when you travel to Da Lat?

Atmosphere

Food

Landscape

People

Define the profile of

Whiches dish do you often

have breakfast in Da Lat?

Business Strategy

What time do you often

have breakfast when

To consider the opening time and define rush hour for breakfast

How do you know about

To define the profile

of customer Marketing and Sales Strategy

How much do you often pay

for your breakfast (per

When travel to Da Lat,

which activities do you do at

night? (choose at least 3)

Where do you often hang

out at night in Da Lat?

To define the competitors

To define the demand of customer

Business Strategy

How do you know about

these dishes?

Friend recommendation

Host recommendation

Reviews on social network

Other

How much do you often pay

for going out at night (per

person and without

To define the profile

What influences you most

when deciding a restaurant

for Dine-in out?

Marketing Strategy and Business

Strategy

3.3 ACADEMIC RESEARCH

Characteristics of tourist in Da Lat

Tourism is one of the activities loved by young people and is also the hottest topic on forums due to the development of review trends Younetmedia.com has done some analysis of

social media discussions of young people in this age group based on statistics from SocialHeat - The leading social network listening and analysis system at Vietnam

According to this article, when talking about the reason when traveling, enjoy a 26% vacation, the need to relax accounts for 17% and especially inspired by the article reviews, referrals or social media occupied 11% Eating is the most favorite activity when traveling, followed by photography and sightseeing In the top 10 national tourist destinations, Da Lat took the first place with nearly 99,000 discussions taking up 90%

3.4 RESULTS AND CONCLUSION

I did the survey in Vietnamese and was writing in a fun way because the respondents were young Vietnamese Although this is a paper project, I still want to seriously examine the real needs of young people when traveling to Da Lat These survey results prove to me the feasibility of the project and thanks to that, I will also edit the strategies to make the project more realistic

Unfortunately, I did not have the opportunity to go to Da Lat to do this survey, but I did work with some friends who owned homestays in Da Lat and social groups with similar characteristics to our target customer In order to manage the quality of the survey, I asked the surveyor to be Vietnamese and young and have traveled to Da Lat In addition, during the survey, I also filtered unqualified answers to give the most objective results

The survey was conducted online from June 23 to June 26, 2019, with the results after filtering

of 111 participants

97% of the survey participants are from 18 to 35 years old in which 55.9% is from 18 to 25 years old and 41.4% is from 25 to 35 years old This result proves that most of the answers in the survey will be highly accurate for the purpose of the survey

The next graph shows the income levels of the surveyor These incomes are evenly distributed from under 5 million accounting for 27.9%, from 5 to 8 million accounting for 19.8%, from 8 to

12 million accounting for 25.2% and over 12 million accounting for 27% With these income levels, the payment for breakfast is from 30,000 to 50,000 VND, accounting for 66.7% and for night going fluctuating between 100,000 and 200,000 VND (55%), some customers are willing to spend higher than 200,000 VND (26.1%)

Of the 111 responses, 94 were tourists and the rest were local In this survey, I decided that local people meant people who lived and worked in Da Lat for more than one month Because the main customer object we are targeting is tourists, the following is an analysis of the characteristics of the feedbacks that are tourists As a result of this survey, we find that tourists from Ho Chi Minh City account for the highest percentage of 80.9% The remaining provinces are equally divided among neighboring provinces and central provinces

The common characteristic of tourists in Da Lat is to travel here from 1 to 2 times a year and each trip usually lasts from 3 to 4 days Tourist forms are usually couples (37.2%) or small groups of 3

to 5 people (28.7%) The relationship between customers is usually friends (86%) and families (27%) This shows that customers are looking for a warm and friendly feeling when traveling in

Da Lat because it is not a priority choice when traveling with regional colleagues (11.8%)

With a distance not too far from neighboring provinces, in addition to the continuous development

of bus companies, 79.8% of tourists chose buses as the main means to travel to Da Lat According

to the survey, bus companies such as Phuong Trang or Thanh Buoi provide continuous trips from provinces to Da Lat continuously throughout the day

When asked about the reasons why they liked Da Lat, 97% of tourists came to Da Lat because of the atmosphere here and 86% were for the landscape This can be easily understood when Da Lat

is a highland city with a cool temperature maintained all year round And also because of the cold

weather, Da Lat always blooms all year round to create a beautiful landscape The blooming seasons such as cherry blossoms, wildflowers, rose grass, sunflowers can also be called the peak season when traveling to Da Lat

3.5 MAIN CUSTOMERS

CUSTOMER PROFILE Age From 18 to 35 years old Main tourist in Da Lat

Gender

Female Male

- Female would be the main customer for breakfast because they care more about the food

- Male would choose Breadfirst for night going-out because of the alcohol, rock music and the environment

Stage Tourist Normally travel to Da Lat 1 to 2 times per year in

group under 5 people

Nationality Vietnam Mostly coming from Ho Chi Minh city

Income 8,000,000 – 12,000,000 Willing to pay 30,000 – 50,000 for Breakfast and

over 200,000 for night going

- They do not have many bits of knowledge with food, but they love to have good meals which remind them about family meals

Swot analysis helps us have a better overview of the characteristics of this business plan Here are some solutions for weaknesses and threats:

 HR is one of our biggest weaknesses so in order to overcome this, we have a detailed staffing plan that clearly includes what we need in our staff, training time as well as a benefit policy when employees work at Breadfirst

 The small scale makes it easier to control processes and minimize possible risks

 The threats from politics and economy will be the most unpredictable but not impossible

In order to limit these things, we will comply with the laws set by the Vietnamese government Besides, there will always be special policies for those who have a direct impact on business

 Suppliers will be our most important partners when the concept always requires the best for our customers To ensure availability, we will always have back-up plans and suppliers

in cases where suppliers cannot provide In addition, the policy of communicating with these providers is also important to maintain a long-term business relationship

4 BUSINESS STRATEGIES

At Breadfirst, what we aim for is a sustainable business model With the criterion of leaving no consequences for the next generation, the sustainable business model focuses on three main objectives: economy, society, and environment Although Breadfirst is a new, young, and small-scale enterprise, we believe that this will be the first step and will be the foundation for business development

If I have to rank the importance of these criteria, I would like to give you the following: environment, society, and profit

4.1 ENVIRONMENT

The first thing we care about is the environment In recent years, we have suffered many consequences of environmental pollution To prevent this consequence from generation to generation, we must start from today, from the smallest actions

Breadfirst

The first thing we do is to reduce the use or completely cut off disposable plastic All tableware is made of environmentally friendly materials such as ceramics, porcelain, glass, wood, acetate, etc Therefore, we will not have delivery service The first is because environmentally friendly packaging has not been fully developed and very expensive Secondly, because delivery will no longer guarantee food quality However, we can still serve the "take-away" service for customers who bring their own containers Inspired by Starbucks coffee, we will sell these containers to first-time customers or customers who forget to bring them

In addition, we will work with the kitchen team to compost organic fertilizers from waste products during processing and leftovers from customers This compost will be delivered to our farms We will also work with the staff about this zero-waste ideology The entire restaurant will be researched and built from long-term sustainable materials over time Equipment in the restaurant will also be purchased from the best brands to reduce depreciation costs

Supplier

The transportation of goods will require a lot of packaging and we will work directly with suppliers

to be able to get an environmentally friendly delivery process

Besides, in addition to limiting usage, we also aim to limit consumption The conversion of plastic packaging to paper packaging is not a practical solution because the paper also pollutes the environment from production and still contains plastic in products

Expanding our vision further, we want to affirm the appetite from Vietnamese cuisine Vietnamese cuisine is inherently healthy, a balanced combination of taste, yin and yang, and texture Therefore,

we want to raise people's awareness of the perfection of Vietnamese cuisine

This is what we are most dedicated to working at Breadfirst

Humanity at Breadfirst

Work productivity is something that everyone is looking for when recruiting personnel At Breadfirst, employee productivity is also important, but above all, hard work and learning Experience or knowledge are all things that can be learned if you are willing to learn, observe, and

be proactive Besides, the attitude of employees is something we care about most It shows through the actions, behaviors, and concerns they give to their work at Breadfirst, employees are the face

of the restaurant A positive attitude will produce positive products No violence, no insult, honesty with yourself and those around you are the keys to human development at Breadfirst

When we received the results from the market survey, we were very surprised by the research question about the most influential things when choosing a restaurant Usually, when thinking of restaurants, people often think of the food, drinks, service quality, decoration of that restaurant, however, when we add the "civilized space" characteristic, then that's the second most important thing after food

For now, customers are looking forward to having meals in civilized space Many customers complain to us that they feel disrespectful when coming to restaurants where managers cannot manage product quality, service quality and the most important thing, customers To explain the concept of a civilized space is a very difficult thing, for us, this is an awareness of respect

4.3 ECONOMIC

As Milton Friedman said, the biggest responsibility of the business is profit Enterprises must do low cost, high sales, profitable business, to survive and grow

To reduce costs, we have the following solutions:

- Do everything from scratch That is, every food is made from the most primitive ingredients This will reduce the intermediate costs such as retail agents, shipping, packaging and in accordance with the "fresh" criteria that we aim to

- Invest in the best equipment The best devices are not the most expensive devices, but they are suitable for purpose and use This helps to reduce depreciation costs and repair costs during use

In addition, selecting suppliers with good after-sales services such as warranty, equipment maintenance is also a criterion for buying decisions

- Invest in people In a company, I think there is nothing more expensive than investing in people who don't have the same purpose as the company Lazy and irresponsible people need to leave

We invest in people who believe in the values of Breadfirst In addition to the material values, spiritual values such as knowledge and happiness, are the things that we want to bring to our employees

- Control of goods and maintenance This process requires a lot of effort and time of the staff However, this is essential to ensure everything is working in good condition To do this, every part

of the company needs a maintenance process and a checklist of related goods

To increase sales for the restaurant, we apply the following options:

- Focus on invisible products such as service quality, restaurant atmosphere (scent, light, music), gifts (on the occasion of marriage, birthday), welcome process, etc., to maximize customer satisfaction

- Training staff on upsell processes and skills

- Periodic promotions such as discounts for private parties, discounts on absent days, products with high cost margin

- Collaborate with talents to organize small performances, talk-shows or simply a special topic day

- Have a souvenir shop to sell restaurant by-products such as environmentally friendly items, tops, hats, aprons, etc

5 SALES AND MARKETING

5.1 PRODUCT

5.2 PRICING

According to the survey, 66,7% responders say that they normally pay 30,000 – 50,000VND for a breakfast meal and 55% pay 100,000 – 200,000 VND for a night-going, 26.1% responders are willing to pay a bit higher, from 200,000 – 400,000 VND

Following are 2 parts of the pricing strategy

1 Cost margin 30-40% between all food cost and expenses and selling price

2 Final price will stay in range 40,000 – 60,000VND for breakfast and 150,000 – 250,000VND for night menu by cutting cost or adding more value to reach that range

3 Pop-up price for a special menu, occasional items, signature dishes – would be higher than the average price 30-50%

Because we focus on niche markets, we will use different measures to filter customers and price policy is one of those solutions According to the survey, we can see that customers pay an average

of 30,000 to 50,000VND for breakfast and 100,000 to 200,000VND for dinner so we build higher prices than the common ground to filter out customers

5.3 PROMOTIONS

Timeline and purpose for promoting strategy:

Pre-opening

Finalizing the processes, products and staff

Pre-opening for friends, F&B consultant, marketing

specialist, accommodation owners, acquaintances

- Feedback form

1 – 6 months

- Attract awareness of customer about branding

- Modifying the processes

Corporate with homestay, hotels and coffee shop which have the same target customer

- Voucher

- Presentation: poster, leaflets, name card

7 – 9 months

- Filtering the customer

- Attract awareness of customer about branding -> create curiosity

- Only take bookings

- Cooperate with accommodation facilities to provide breakfast and dinner services

- Presenting the products of Breadfirst on Facebook, Instagram

- Food, drink, interior

9 – 12 months

Attract awareness

of customer about core values ->

create credibility

Sharing the stories of Breadfirst on social network, online magazine

- Stories of staff, suppliers, farmers

- Eco-friendly encouragement

5.3.1 Digital marketing

We will focus on digital marketing, which offers the best value for money for small businesses, mostly Facebook and Instagram This seems more consistent with our target customers, which are more connected, and with the Vietnamese food segment which is quite trendy on social media The idea would be to create content on a regular basis in order to create a community on Facebook and Instagram

Our social media strategy would tell the whole story of our brands, with different categories of the post including a category on our plates, drinks, interior, events This will give a more human touch and help us build a real community by telling the story of our brand and showing the humans behind the business

We would also have a category about the staff, customers, farmers This social media strategy will help us translate our positioning and make it really clear to customers or potential customers Our strategy will also contribute to educating our audience and maybe turn them long-term wise in potential customers

5.3.2 Cross-marketing

In the first six months, we will carry out cross-marketing with homestays, hotels, and cafes that share a common customer There will be two ways to display branding identify designs and product supply cooperation

1 Branding display:

- Deal on display of stickers, leaflets, posters, name cards

2 Product supply cooperation:

- Recommend to customers about services at Breadfirst

- Cooperate to provide breakfast services to customers at selected accommodation facilities

5.3.3 Events

We regularly organize events with the aim of attracting customers Our events are usually

organized based on the following factors:

 Special occasions such as national holidays, Valentine's Day, Women's Day

 Special people like celebrities, chefs, speakers

 Special ingredients

 Personal events

For a better understanding, please see the table below:

Special occasions - Soft/Grand Opening

- New Year’s Eve

- Discount 20% -30% in low revenue hours

- Special offer for products with high cost margin

- Promotion program for employees

5.4 PLACEMENT

At Breadfirst, what we sell is not food, we sell it as a dining experience We designed the restaurant space as a classic bar because we want our customers to experience, observe cooking, communicate directly with people inside the counter In a way, customers will also face each other and some new friendships will be built here Stories can be personal, or knowledge, or life experiences, anything We want to build a small community

As I mentioned before, Breadfirst is inspired by the Japanese series: Shinya Shokudō (Midnight Diner) A Japanese traditional restaurant, creating a chat space between "The Master", the chef, and diners who come to his restaurant In Shinya Shokudō, the restaurant open late at night and diners can order whatever want then the chef will cook for them

A scene in series Shinya Shokudo

For interior design, we would love to go with the main material is Wood and Tiles with the main keys are simple and elegant Lighting and music are one of the main factors affecting customer emotions If the morning at Breadfirst brings nostalgic space, light and natural energy, the evening will bring a more modern environment, light from small candles and rustic music will help diners enjoy the night atmosphere of Da Lat following a new experience