1.3 Business context 1.3.1 Objective - Striving to achieve the revenue targets, profit margins according to the revenue forecast calculation in the first year and the payback period as
INTRODUCTION
Business concept
The business concept is inspired by Tempus Fugit restaurant at JW Marriott Phu Quoc where I have worked for 4 months In the middle of the restaurant, there is the open kitchen The chef and Pho making machine will be shown to the guests The wall will be decorated by the pictures of Pho history There are plants and flower to bring fresh and clean air to create relax feeling for guests before go to work or school
Of course, we sell Vietnamese foods by Vietnamese people The concept should be much familiar to Vietnamese cultural as we can because the restaurant is located at District 2 where the citizens eat Pho as a casual food for breakfast We try to make the beef stork to suitable with foreigners and Vietnamese people taste We also serve many kind of beef meat to satisfy the guest demand At the super hygiene Pho restaurant, we follow the main criteria: hygiene – homemade – eco-friendly We bring the guests to the most convenient and hygiene environment to enjoy the iconic traditional Vietnamese food.
Products & service
There is a length of Pho revolution, it was found and shaped in the early 20 th century The first places in Viet Nam made Pho are Ha Noi capital and Nam Dinh province where famous for this national food Regarding the origin of dish, there was a view that Pho have been originated from a Cantonese dish “Beef Noodle” Another hypothesis, Pho have come from France made by French beef stork “Pot-au-feu” combined with spices and herbs in Vietnamese cuisine In 1939, chicken pho was released because there was not any beef for sell on Monday and Friday There was not clear why this incident was occurring, but perhaps an indispensable cause that problem because slaughter was restricted during feudalism Cows and buffalo were the main force for Vietnamese agriculture
Pho is a combination of flavours In the bowl of noodles contains 18-20 kinds of foods of animal origin and natural plants The most special thing in pho is that the ingredients are used almost in its original state and work in harmony to create a unique taste, strange, delicious, easy to digest
Although Pho is often known as a nutritious dish for breakfast, but aims to turn Pho into a dish that is not only nutritious but also extremely convenient, customers can enjoy delicious Pho at any time of the day, so my Pho restaurant is open from 06:00 to 22:00 daily There are many kinds of Pho that will give more options for the guests to choose and make
7 the best experience So the main material of a Pho bowl is noodle, stork and meat But there are many kinds of beef from different part of the cow We based on the demand of our customers to choose the best quality of beef to make Pho In traditional, we have Pho tái (medium beef), Pho thập cẩm (mixed beef), Pho bò viên (meat ball), Pho nạm (fully cooked) Besides traditional Pho, we also serve vegetarian Pho and American beef Pho In the drink menu, there are full kinds of drink to give our guests energy for an active day such as soft drinks, smoothies, coffee and tea
We believe our training progress for our staff will make our guests interested experience from the first step in the restaurant At the super hygiene Pho restaurant, we show our hospitality attitude by greet and welcoming the guests with our Pho passion and positive energy From experience from many years in five stars hotel, we understand and sympathy what customers need and want and try our best to give better service for our guests.
Business context
- Striving to achieve the revenue targets, profit margins according to the revenue forecast calculation in the first year and the payback period as expected in the financial plan
- Building a team of professional staffs and working processes, ensuring to provide the best service for the dining needs of customers
- Successfully implementing the advertising campaigns and product promotion, positioning super clean Phở brand in the minds of customers, especially of people living in District 2
- Within 7 years, 2 more restaurants will be opened in other districts in Ho Chi Minh City and a model of super clean Pho restaurant chain is initially built, contributing a part of social responsibility
Becoming a famous Phở brand in the quality and service of supplying and building a Phở restaurant chain nationwide
- 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;
- Ventilation, air conditioning system: Because Pho is a hot dish, while the main weather in Ho Chi Minh City is hot Diners should have a cool space to enjoy the food and conditioning blower system is extremely necessary;
- 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 value brought to customers of the project of super clean, environmentally friendly Pho is: product quality to ensure food hygiene and safety, service quality is always on top, competing with the Fast food products on the market in terms of convenience but Pho is a nutritious and healthy food, which is also one of the values the restaurant brings to customers
With such values, the customers object of the restaurant is those who do not care much about the price (accept the high price if the demand is met) and who payi much attention to the quality of goods, the level of food hygiene and safety, service style Customers with high income (more than 10 million / month) are able to pay and focus on serving foreign customers and tourists
We are the new business and we aim for a long term journey Stakeholders are the most important element to give us the chance to grow up and develop Stakeholders are identified as an individual, group or organization who affect or are affected by the project Stakeholders analyse their expectation and effect to the project They support us to contribute feasible management strategy for other stakeholders easy to make decision and perform the project Besides, stakeholders may always focus on communicate with each other to understand demands and expectation, point out the problem may happen, manage the conflict of benefit, and encourage stakeholders to participate in decision and activities of the project The satisfaction of stakeholders should be managed as achievement of the project
Action Employees For our staffs, we create a professional working environment, an open working culture, always motivating the spirit to help increase the staffs' working motivation
Correctly and sufficiently pay salary and in accordance with the labor law
Implement reward policies to increase motivation
Management team Implement the operation of activities to ensure the restaurant operates properly Make decisions
Founders Building business strategies and marketing strategies for the restaurant Run the restaurant's operations
Be responsible for the issues of capital and finance
Action Government For the government, in order for the restaurant to operate smoothly, we need to strictly comply with tax
10 obligations, protect the environment, ensure food safety and hygiene, and ensure safety and security
Local communities For the locals, the restaurant implements a good relationship We contribute to provide them with a delicious, nutritious and convenient dish together with a high quality of service
Suppliers We help selling goods, generating income for our suppliers with a commitment to quality assurance and reasonable payment schedule
Cooperation For investment partners, I commit to a smooth operation with attractive returns and return on investment for them
ECONOMIC ENVIRONMENT
Market condition
The F&B industry in Vietnam is very developed with variety of products and services Today, eating is one of the urgent needs of human Due to the development of the economic, labour productivity increase so that people’s income and awareness are increasing The living standards of the people are being improved day by day, leading to the higher demands of the people Instead of meals at home, many people have come with family, friends, customers to restaurants to be able to enjoy special dishes and new dishes that are hard to prepare at home Customers are willing to spend large sums of money to eat delicious, strange and nutritious dishes Vietnam’s population structure is evaluated as a population (60% population is between the ages of 30-40), so the spending capacity is very large More than half of the survey participants in the whole Ho Chi Minh City (63%) and Hanoi (60%) said they had gone to a restaurant for a week 43% of people surveyed in Ho Chi Minh City and 34% in 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)
About the F&B industry in future, it is not only because of demand but also to show the position of the customers In Ho Chi Minh city, eating or can be called “nhậu” is a culture, they spend much to eat and drink, they enjoy life unlike the North, they use their money to spend on immediate needs such as clothing, tourism, beauty and especially for foods, they do not pay much attention to building houses or saving money Therefore, the development of restaurants today is the perfect combination of opportunity and timing That’s why the market for restaurants is very attractive Especially in big cities like Ho Chi Minh City Due to the increasing income and awareness of people, partly because integration and
Ho Chi Minh City is a convergence of many Eastern and Western culinary sources, Ho Chi Minh City is an attractive and vibrant market here is sprouting up restaurants with cuisine from other countries, most of which are Japanese and Korean, from traditional dishes to dishes of other countries In recent years, the consumption level of visitors has increased More and more high paying customers choose Vietnam as a destination Therefore, the standardization of catering and shopping services in Ho Chi Minh City will help businesses ensure the quality of service and create a competitive advantage in the market
Along with Korean kimchi ramen noodles, Thai spicy noodles, Japanese mushroom soba noodles, Filipino sour soup, Vietnamese beef noodles (Pho Bo Vietnam) are among the best Asian cuisines voted by Buzzfeed
According to the description of this website, Vietnamese Pho has a strong sweetness of the broth which is carefully stewed from beef bones The main ingredient in a bowl of pho is a chewy white noodle cake that is exposed to boiling water, then evenly arranged in a bowl, adding thinly sliced beef, fresh onions and finely chopped herbs on top and then boiling the hot broth into
Many news agencies, newspapers, magazines or leading news websites have introduced about PHO as one of the most delicious dishes of Vietnam It is difficult to list all the articles and TV reports from around the world, but diners can temporarily consult from the most famous media companies in the world such as BBC, The Guardian, The New York Times, The Telegraph, UKTV, The New York Times, Food network, AOL, SBS, iFood, And the articles and reports of the media in Vietnam are very much because that is the pride of Vietnamese cuisine
According to CNNGo: Vietnamese cuisine is appreciated because it is nothing too complicated Many dishes are very popular both in the luxurious restaurants as well as the street food stalls This real simplicity makes it possible for these dishes to flexibly change according to regional characteristics and the attraction from natural ingredients that make diners stop to explore and enjoy
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 always been a favorite dish of Vietnamese people from past to present Pho goes into literary works Writer Thach Lam once wrote in his book, Hanoi thirty-six streets:
“A delicious Pho must be a classic Pho, cooked with beef, clear and sweet broth, soft and crunchy bread, crunchy and crispy fatty meat Lemon chilli with onions all, fresh herbs, north pepper, drops of lemon nuggets have a sharp smell, points more sauce of giant-water-bugs, light as a doubt.”
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
According to the 2015 Statistical Yearbook of Ho Chi Minh City Statistical Office, the population in District 2 is 147,168 After 3 years in 2018, the population of District 2 increased by 11,512 people to 168,680 people And after only one year, on 11 October 2019, the People's Committee of Ho Chi Minh City held a conference to summarize the 2019 Population and Housing Census, the population in District 2 increased by 14,000 to over 182,000 This shows that the population growth in District 2 is very large On the other hand, District 2 is gradually being urbanized with the emergence of new urban areas, so the concentrated population in this area is the young population This factor will greatly influence the decision of the business when choosing to invest in this area, especially in the field of cuisine and specifically Pho.
Economic Conditions
Economic conditions are a factor that greatly affects the business performance of the business Therefore, it is essential to analyze the economic conditions of the area when planning business In the process of development and integration, Ho Chi Minh City has always been an economic, financial, commercial and service center of the country; is the nucleus of the southern key economic region, one of the three biggest economic regions in the country
Gross Domestic Product (GRDP) in the first 6 months of 2020 in Ho Chi Minh City is estimated at VND 651,607 billion (at current prices) At 2010 comparative prices, it reached VND 465,942 billion, up 1.02% over the same period In terms of economic structure in the early 6-months of 2020, based on current prices, the service and trade sector accounted for 62.6%
Revenue from catering and accommodation services in June 2020 has improved, estimated at VND 4,867 billion, up 42.3% over the previous month and down 47.7% compared to the same period last year The high increase compared to the previous month is due to the successful control of disease in Ho Chi Minh City, the people have returned to normal activities as before, the demand for food and shopping increased In addition, the stimulus policy for domestic tourism has a positive impact on the accommodation and eating
14 group In the month, the students returned to study stably, which made the revenue of the catering service increase again
The turnover of accommodation and catering services in the early 6-months of 2020 was estimated at VND 29,486 billion, accounting for 4.8% of the total and decreasing by 47.3% over the same period last year In the first 6 months of the year, accommodation and food service industry was affected by the disease, people restrained from travelling and eating out In addition, the food and beverage industry is also affected by the Government's Decree
No 100/2019 on penalties for road users whose alcohol content exceeds the regulation
The consume price index of food and catering services increased by 0.53% over the previous month In particular, real rice increased by 0.18%, focusing on rice items increased because the Government removed export quotas from May, rice export activities returned to normal, and it is expected that rice price will slow down in the next month The foodstuff group increased by 0.95% over the previous month, in which, the rising of pork led to the increase of pork-processed products, the demand for replacing pork, so the price of beef and poultry also increased Specifically, fresh cattle meat increased by 2.93%, fresh poultry meat increased by 0.66%, processed meat increased by 1.42%, eggs of all kinds increased by 0.26%
According to the above statistics, although the food service industry has been seriously affected by the COVID-19 pandemic, due to the effective prevention of epidemic prevention by the Ho Chi Minh City People's Committee, the economy There are signs of clear recovery However, because the disease is still complicated around the world, the recovery and growth rate will still be difficult due to the shortage of revenue from foreign tourists.
Historical and future trend
Southern dishes are characterized by sweetness Sugar becomes an indispensable spice in dishes in the South While Pho is a dish originating from Hanoi, the taste of Northern dishes is less sour, less spicy, less sweet
Therefore, when Pho was introduced into Ho Chi Minh City, there were other changes, the beef in the noodle was sold in 6 types: cooked, re-cooked, encrusted, bucket, ribbed, beef ball, depending on customers' preferences
Pho in the south is served with sweet sauce (black sauce), red chilli sauce, lemon, fresh peppers, coriander, basil, bean sprouts, and thinly sliced onions Pho is usually not as clear as northern pho, but it is slightly opaque, sweeter and fatter
In 2018, the F&B market witnessed a remarkable rise in the type of food delivery along with consumer comments about the food that they are using This poses a big challenge for restaurant and restaurant owners to survive and adapt to the market The trend of enjoying food of consumers is gradually shifting and revolves around 3 factors: Convenience, nutritious food, shift from offline to online
If fast food was introduced into the market and caused fever around 5-7 years ago, the convenience is now redefined, instead of fast processing, canned food customers today desire convenience in the way they enjoy In other words, wherever you are, any time period, when customers' needs are met This has a more positive meaning for both consumers and restaurants The market no longer sees the passivity of restaurants waiting for customers to come and is also a potential opportunity with the current diverse food ecosystem
For Pho, customers can eat at any time of the day without having to clearly identify breakfast, lunch or dinner This is a strength in the competition of Pho in the food market
The higher the quality of life, the more attention is given to the need to use clean, clear food sources, especially those with nutritional value It is not uncommon for organic vegetable shops to appear and show their influence Consumers are well aware of the need for giving their families clean food The fact that fast food restaurants are no longer in their golden age like before
According to statistics, Vietnamese consumers have a higher demand for Vietnamese food instead of fast, processed foods They know that in order to have a healthy body, they need to have a scientific diet As for restaurants, bars, customers need more than a commitment of "our food is clean"
According to expert Tessa Nguyen, beef pho is a great dish because it provides everything the body needs, from healthy carbs to protein and fat The balance between meat, vegetables and broth is the main reason this dish has health benefits
In addition to protein, beef in traditional pho also provides vitamin B, zinc and iron Depending on the type of herbs you use, you may absorb different amounts of fiber and vitamins
Beef Noodles (Pho Bo) are the great dish because it provides everything the body needs, from healthy carbs to protein and fat
Wendy Bazilian, nutritionist and author of the book Eat Clean, Stay Lean points out, the spices added to this dish also bring a lot of benefits and even noodles offer some Nutrients, including 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
Ho Chi Minh City February 25, 2020 GoViet announced the results of "market survey on consumption of Vietnam's culinary industry" The survey results show that More than 60% of people have a habit of eating in restaurants, More than half of the survey participants in the whole city Ho Chi Minh City (63%) and Hanoi (60%) said they had gone to a restaurant for a week 43% of people surveyed in Ho Chi Minh City and 34% in 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 were 67%
Pho is a dish with broth and requires to be used while it is still hot, and at the same time to ensure the full flavor requires a lot of vegetables and spices This is a limitation in translating from offline to online of Pho
Pho is a famous dish of Vietnamese people, but for decades it was only known as a
"curb food" Today, people's lives are improving, the need for good food, nice clothes, comfort, food safety and brand is increasingly appreciated On the other hand, our country's market is opening for integration and has been attracting a large number of tourists to Vietnam in general and Ho Chi Minh City in particular
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 popular Pho market is growing strongly, so this segment of the market has a fierce competition among competitors Popular Pho will be difficult to make a difference in the products that have been manufactured and consumed for a long time in the Vietnamese market
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
Our restaurant is located at Song Hanh Street, District 2 There are 2 Phở restaurants in Song Hanh Street which are Phở Hạnh and Phở 10 Phở 10 is our main competitor because Phở Hạnh only sell chicken phở The owners of Phở 10 are Phạm Trọng Nghĩa and his wife Nguyễn Thị Thu Nhàn In Phở 10, they serve all kinds of beef Phở in 100m2 dimension of restaurant The capacity is about 50 seats Phở 10 focus in North flavour beef phở The restaurant is cover with glasses and the decorations are wooden chairs and table, air condition The prices for each bowl of phở are from 40.000VNĐ to 80.000VNĐ Beside phở, they also sell beverage
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
For example, when a restaurant's warehouse unexpectedly breaks down in the freezer system or has run out of capacity, suggest depositing it at a partner's warehouse and delivering it in small batches throughout the day to ensure the restaurant still has can 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:
Attractive Pho is indispensable for quality noodle A delicious Pho will make the bowl of noodles more flavorful The supplier chosen is Nguyen Binh fresh noodle brand Nguyen Binh noodle cake is produced by an automated line, the powder storage stage until packaging is also automatic The main ingredients of Nguyen Binh fresh noodle brand are as follows: rice flour: 90%; water: 9%; salt: 1% and a little tapioca flour to make the noodles more elastic, chewy and tastier Pho noodle of Nguyen Binh Joint Stock Company has a clean quality, made from pure rice and no chemicals The facility was inspected and issued a certificate of "sufficient food hygiene and safety by the City Health Department" In 2006, it was honored to receive the Gold Cup "for public health"
Company name: Nguyen Binh Production Trading Service Joint Stock Company Address: 18/23 Huynh Van Nghe street, ward 15, Tan Binh district, Ho Chi Minh city
Simmered bone and beef are the two main determinants of the quality of Pho bowls The chosen supplier is Vissan Vissan has been the brand for 24 consecutive years achieving the title of High Quality Vietnamese Goods VISSAN is one of the leading enterprises in the country's food industry, specializing in the production and trading of 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 chose the supplier of vegetables and spices as the Da Lat Gap Store brand Dalat GAP Company is the first company in Vietnam to build and maintain an annual quality management system according to Global GAP International standards for vegetables and fruits since 2008 That is, the standard of "Agricultural practice Good Global ”(Global Good Agricultural Practice), certified by Control Union Group Being the first company in
Vietnam fruit and vegetable industry to be certified as "High-tech agricultural enterprise" by 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
For a long time, Pho has become a familiar dish for Vietnamese people The mild, sweet flavor always gives people a delicious and delightful feeling But to attract more diners, the interior design also affects much less Restaurant design is an important factor when trading Pho goods Investing in restaurant design is just as important as creating a quality Pho bowl Today, the restaurant - Pho restaurant is no longer just a place for people to eat and drink but it is also a place for meeting friends, family, exchanging with partners, colleagues, associated with the logo is the dominant color of Pho restaurant Colors at the shop and colors on the items (boxes, glasses, towels, menus, ) must be the same When the colors are synchronized throughout the shop, it will help the shop more professional in the eyes of customers Besides, it will be convenient to expand the branch of Pho restaurant or franchise later, customers can easily recognize the brand without confusion The restaurant has trusted to choose the design and construction unit is Furniture 5S Furniture 5s is one of the leading interior design and construction companies in Vietnam
Company name: 5S Architecture - Construction Joint Stock Company
Address: 292/11 Binh Loi street, ward 13, Bình Thạnh district, Ho Chi Minh City
For marketing activities including: Logo design, flyer design, brochures, pho brochures, promotion standee, and advertising campaigns on the Google search platform (Google Adwords), advertising On Facebook (Facebook Ads), the restaurant chooses Agency Marketing to help me with BISS Vietnam brand development Joint Stock Company (address at: Ha Do Centrosa Garden, 118 3 February’s Street, Ward 12, District 10, Ho Chi Minh City) Biss Brand is known as a reputable unit in consulting services, design and brand development Biss Brand was born and developed with the aim of supporting customers to affirm the brand value, increase advantages, make a brand difference for businesses
Biss Brand provides a comprehensive solution for specific branding from strategic consulting, identity system design to brand communication Up to now, Biss Brand has become a reputable name with more than 2000+ customers trusting cooperation and 6000+ projects deployed in most business fields
Pho is a hot dish, so choosing a reliable and fast delivery partner is an indispensable thing The trusted partner to choose as his delivery service provider is MrSpeedy The supplier allows us to track the driver's order and route anytime, anywhere The drivers are equipped with high-end heat-keeping bags, protecting goods in all weather On the other hand, suppliers are willing to sign commitments to receive goods on time and deliver on time guian commitments Moreover, the compensation policy in case of unfortunate damage to goods is relatively satisfactory At the same time, shipping costs are also affordable.
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"
Advantages of individual business households: quick registration procedure, simple application Business households are not required to declare tax quarterly and apply the flat tax rate that is beneficial to business people
Disadvantages: the number of employees is under 10 employees At least 10 employees must establish a company in accordance with the law Therefore, only one business can be registered for individual business households If you intend to open a store chain, you will need to change the form of business registration
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
For restaurant businesses, Food safety is the most important factor But to prove to customers that your product is hygienic, it is not merely verbal, it must be verified by a third party, the competent authorities One of the most prestigious current food safety certifications for restaurants is HACCP certification To achieve this certification, I will take the following steps to ensure all 4 conditions are certified
1 st condition: In the process of designing, building a restaurant, especially the kitchen, processing foodstuffs to meet the requirements of hygiene and food safety, for example, designing separate areas for hand washing and eliminating coincide with staff before entering the kitchen
2 nd condition: Enterprises learn and apply HACCP / ISO 22000: 2018 Develop documents and processes applying ISO 22000
3 rd Condition: To be able to prove that the Enterprise has correctly applied according to the standard requirements Enterprises need a certain period of time to operate the built system This operation usually takes a minimum of 03 months
Enterprises will have to maintain an entire record of the operation of their systems This record is proof of your application This is also evidence for the certification Organization to assess at a later stage
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 did the survey in Vietnamese as well as in English and was writing in a respectful way because the respondents were almost Vietnamese and Korean who are older and high class in society Although this is a paper project, I still want to seriously examine the real needs of District 2 citizen when they chose Pho as a breakfast Besides that, I did inteview with five food vloggers to pioneer more about guest experience These survey results show to me the project's viability and, thanks to that, I will also edit the strategies to make the project more practical
Fortunately, I am also one of the residents of District 2 and I know a lot of people around here, which is a great opportunity for me to do this survey Almost people I know who are living with their family with similar characteristics to our target customer In order to manage the quality of the survey, the people who get the survey should be Vietnamese and Korean because those people are our main customer Furthermore, I also filtered unqualified answers during the survey to deliver the most objective results
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 ->
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 breakfast in restaurant?
Define the profile of customer
Sales and Marketing Strategy Promotion
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 Define the profile of Restaurant seating plan
More than 30 minutes customer 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 Business Strategy
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, Baemin,
Define the demand of customer Business Strategy
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
Define the demand of customer
Marketing Strategy and Business Strategy
Credit and reputation of the restaurant
As a customer, what are the criteria that an ideal Pho restaurant should be ……?
To define the demand of customer
Marketing Strategy and Business Strategy
The survey was conducted online from 30 June to 2 July 2020, with the findings after
77% of the survey participants are from 18 to 34 years old in which 31.3% is from 18 to 24 years old and 45.3% is from 25 to 35 years old 15.6% are people from 35 to 44 years old and 7.8% participants are over 44 years old
70.4% of the survey participants are in stable jobs and able to pay for their own meals included 45.3% are office employees, 14.1% are CEO and directors and 9.4% are businessmen Besides that, I also choose surveyors who are house wifes and University students because those customers still have demand for my product and afford to buy
As mention, our target customer income is over 10million VNĐ/month The results of the survey shows there are more than half surveyor are our potetial customers who afford to pay for our products
The chart shows that 51.6% usually pay for a bowl of Pho is 40.000VNĐ to 50.000VNĐ However, we are selling a product with higher quality of product and service so we do not descrease our price of product because that is not our segment 40.7% of participant usually pay over 50.000VNĐ are a part of my target customer because they not care too much about the price but the quality of Pho should be considerable value for 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, almost our target customers are people who have high income and want to have a good and nutrious breakfast It is not surprise that the results of the survey are the same what I expected
As we can see, 82.8% paricipant agree that the quality of Pho is very inportant to decide everything Even the price, location, popularity, promotion is nothing if Pho taste is not good as our customer want to eat
Besides that, breakfast is very important for a long working day It should be nutrious, clean and positive in the mouth So there are 84.4% of participants want to enjoy their breakfast in a hygiene place People will feel more delicious when eating in a clean place Furthermore, staff attitude is what we want to invest more in this criterion because this is our strength that the competiors do not have
The result shows that promotion is not very necessary I will not apply any promotion in my restaurant to show that we always want to bring the most quality of Pho with the most valuable 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
In our restaurant, what we are aiming for is a sustainable business model at our restaurant The sustainable business model focuses on three main objectives with the criterion of leaving no consequences for the next generation: economy, society and environment Although our restaurant is a new, young and small-scale enterprise, we believe this will be the first step and the foundation for the development of business
If I have to rank these criteria as important, I would like to give you the following: environment, society, and profit
The first thing we are concerned about here is the environment We've suffered a lot of environmental pollution impacts in recent years To avoid this effect from generation to generation, we have to start from today, from the smallest actions
The first thing we do is reduce the use of disposable plastic, or cut it off completely All tableware is made of eco-friendly materials like ceramics, porcelain, glass, wood, acetate, etc
In addition, during processing, we will work with the kitchen team to compost organic fertilizers from waste products, and customer residues They will deliver this compost to the garden in the back of restaurant to grow vegetable
We are also going to work with the staff on this ideology of zero waste Over time the entire restaurant will be researched and built from sustainable long-term materials Equipment will also be bought from the best brands in the restaurant to reduce the depreciation costs
The most important thing at our restaurant is food To cook decent meals we use clean and fresh ingredients as much as possible We choose Pho which is a traditional Vietnamese dish, because these are the things that have raised us daily My grandfather and my mom have worked a lot in the environment of Western cuisine, we recognize that we know the most about Vietnamese cuisine What I find most memorable when I was in Australia for 3 years is the meals my mother was taking care of We cook at our restaurant just like we do for our family member: no dirty food, no industrial products, no flavorings, and no additives All of this begins with the most primitive materials
Further expanding our vision, we wish to affirm Pho's appetite Inherently healthy, Vietnamese cuisine is a balanced combination of taste, yin, yang and texture So we want to raise people's awareness of Vietnamese cuisine's perfection
This is what we dedicate most to working at our restaurant
Work productivity is all we are looking for when recruiting staff Productivity of employees is also important in our restaurant but above all hard work and learning Experience or knowledge are all things that can be learnt if you want to learn, observe, and be proactive What's more, employee attitude is something we care most about It shows by the
38 actions, behaviors, and concerns they are giving their work Employees in our restaurant are the face of the restaurant Positive attitude will yield good products No violence, no insult, honesty with yourself and your surroundings are the keys to our human development
Customers look forward to having meals in civilized space, for now From my experience, I saw many customers complain to us that they feel disrespectful when they come to restaurants where managers are unable to manage the quality of the product, the quality of the service and the most important thing, customers It's a very difficult thing to explain the concept of a civilized space, for us this is a sense of respect because most of our clients are Vietnamese and Korean
I have learned Cost Control in Vatel University that to make a business survives and developes, we have to maximize the profit To make more profit, we have to reduce cost and increase sales
Do them all from scratch This means that each food is made from the most primitive ingredients This will reduce the intermediate costs, such as retail agents, shipping, packaging, and according to the "fresh" criteria that we aim to achieve
Invest in the latest appliances Not the most expensive devices are the best devices but they are suitable for use and purpose This helps in reducing cost of depreciation and cost of repair during use Furthermore, choosing vendors with strong after-sales facilities such as warranty, maintaining equipment is also a requirement for buying decisions
Invest in Humans I think there's nothing more expensive in a business than investing in individuals who don't have the same intent as the firm Those lazy and reckless will be fired We are investing in people who believe in our restaurant ideals Besides the material values, spiritual values, such as knowledge and happiness, are the things we want to bring to our staff
Goods monitoring and maintenance The method requires a great deal of personnel effort and energy That is essential, however, to ensure that everything works in good condition Every part of the organization needs a maintenance process and a checklist of relevant products to do so
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 at the start is a difficult thing for a startup, because the budget for the company is still tight This staff had to complete the stages of arranging, preparing and constructing the process the first time it was established and not open to welcome guests This is considered to be a primitive management team to help complete every process The ones I need to locate this partner would be eference sources, former colleagues and my friends These are the people that will help me edit the restaurant and complete the missing steps in running it.
Business operational planning
Responsible and authority to administer, manage, and supervise the entire business activities including: participating in building business plans, marketing strategies, customer care, recruiting employees, solving the serious, irregular and abnormal work
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
42 department Direct professional guidance for kitchen staff, training new kitchen 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
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
Responsible for managing the entire business operations of the restaurant such as quality control of service, training, management of the workforce, advising customers, resolving incidents and situations occurring in the past working process, under the direct guidance of the board of directors Perform tasks such as segmentation, division of work areas for subordinates at the beginning of each shift, training, coaching new employees, solving on-the-spot situations within their powers and other jobs as prescribed
- 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 / year
4 Chief accountant 8 hours/day 1 6.000.000 Rewards based on 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 / year
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 any)
8 Bar staff 8 hours/day 1 4.500.000 01 meal in shift, 13 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 any)
10 Sanitation worker 8 hours/day 2 3.500.000 01 meal in the shift Bonus
Head of chef - 8:00 am – 18:00am
Restaurant manager Flexible working hour
When wishing to recruit personnel, I will post recruitment information on recruitment sites such as vieclam24h.com, Careelink, vietnamwork In addition, there are a number of cashier positions and waiters with shift working time, I can take advantage of the human resources of students at the universities in the area to work more Recruitment method is to post recruitment information on social networks such as facebook (student focus societies, groups), zalo
Restaurant business is an industry with deep connection with customers and the staff is the direct representative of the restaurant when serving customers Diners will evaluate the restaurant through many factors such as space, price, food, service, and in which the attitude of the staff accounts for 50% Therefore, for any restaurant to achieve success, the training of staff needs to be carefully prepared The restaurant carries out the training divided into two steps: Integration training and Professional training
Staff trained in the restaurant's business culture We create conditions at our restaurant for each person to build the career path they want and always create a healthy, supportive working environment "Job right people." No one is flawless and everyone has to consider their flaws and strengths "It's a pleasure every day of work." We believe that people can make enjoyable products when the customers are happy "Treat colleagues to brothers." Rather of battling assistance will help us build a solid base "Treat customers as ladies." While most customers are male in our restaurant, but if they treat them as wholeheartedly as ladies, customers will give you utter satisfaction "Customers might be not right but we're always wrong." Always nice, sorry, and happy
The restaurant develops a specific training plan for each department and location with the following specific steps:
Determine training needs: based on the restaurant's business strategy, standards of job requirements for each position, qualifications, professional qualifications of employees and employee aspirations (according to the table attached staff training needs survey form)
Determine the training goals for the position the staff needs training
Training method and training person: Develop training plans, specific content for each position The training method is applicable to “On the Job training” Staff will be sent in for advanced training in their department The next senior will be people educating and appraising employees The employees will have a specific training plan, depending on increasing position and rank, and this plan will be the responsibility of that department's manager
Human resource is always one of the most important factors for every business Especially in the restaurant business The performance of each employee is a premise for development of the restaurant Evaluate performance, identify strengths and weaknesses of each employee to help managers in planning, recruiting, training and developing personnel, using personnel in accordance with the following criteria: “promote strengths, avoid shortcomings.” At the restaurant, we perform periodic performance assessments of staff every 6 months The results of the evaluation are the basis for having policies on rewarding and raising salaries for individuals with high performance, good performance, and at the same time warn the low-performing, neglected employees in their work:
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
NOTE Excellent Pretty Average Bad
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
NOTE Excellent Pretty Average Bad
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,
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
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