BREADFIRST VIETNAMESE EATERY AND BAR

 After the second year, we would like to become one of the reasons why people travel to  Tasty food – made from the best ingredient we got in town and cook by talented chef  Well-trai

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

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 hissupport

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

great support

My deeply thank to Dr Rob Lock, Nguyen Thi Thanh Hang, Nguyen Thanh Hiep, Vo Phan Luan,

Nguyen Viet Tung for providing a lot of useful information to complete the project

Special thanks to my parents, my siblings and my beloved chef who have always loved and caredfor me

At last, I thank myself, Nguy Dao Thien Kim, has overcome the depression to complete thisproject Good job, sweetheart!

TABLE OF CONTENTS

Executive summary 3

1 Introduction 4

1.1 Objectives, Mission, Core values 4

1.2 Business concept 5

1.3 Stakeholder group 9

1.4 Unique selling points 11

2 Economic environment 12

3 Market analysis 14

4 Business strategies 24

5 Sales and Marketing 28

5.1 Product 28

5.2 Pricing 28

5.3 Promotions 29

5.4 Placement 32

5.5 People 33

5.6 Physical Evidence 33

6 Operational efficiency 34

6.1 Processes 34

6.2 Human Resource 38

7 Financial overview 45

8 Evaluation of proposal 54

9 References and appendices 55

EXECUTIVE SUMMARY

I am an "addict" to travel to Da Lat For any special occasion of the year, I chose Da Lat asthe destination I love Da Lat for its cold atmosphere, French architecture, friendly people anddelicious 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 Vietn-amese E-atery -and B-ar.

Inspired by the Japanese manga called Shinya Shokudo, Breadfirst is designed to be awooden 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 mainmeals during the day: Breakfast and Dinner

Da Lat is perceived as one of the major tourist destinations in Vietnam with growingnumbers of tourists every year Our main customers are tourists aged 18 to 25, who love art andcuisine 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

- 1,000,000,000

Year

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

 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

5

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 onprotein, lipids, carbohydrates, vitamins, and minerals because there is a great natural diversity ofagricultural products It is this diversity and variety that are the foundations of a healthy andbalanced 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 traditionalVietnamese dishes because Da Lat’s morning is cold and it is ideal to serve a Vietnamese mealwhich has balance in taste, texture and is fully nutritious to start a new day We would love to

“Vietnamese food is one of the healthiest and most balanced in the world”

- Antoine Yvon, the head nutritionist at CMI hospital in Ho Chi Minh City

serve typical dishes come along with bread such

as “xíu mại” (pork meatballs), “cá kho” (braisedfish), “bò kho” (stewed beef), and chickenragout Da Lat is always cold in early morning,therefore, mainly drinks are served hot and rich

in nutrition which help customers get as muchenergy as possible In the morning, Breadfirstwill be a sunny, cozy and cheerful house Wewant 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 atBreadfirst

1.2.2 Services

When we talk about services, we need to talk about the staff team, from the guard to thedishwasher At Breadfirst, following the importance of food, service is the key to helping us openour 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, warmand positive atmosphere

1.2.3 Location

In the Food and Beverage industry, unless you have a reputation, your location can determineyour 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

1.2.4 Interior

Here is a close look on my floor plan With this design, we will minimize construction costs andthe interior will be easily dismantled for repair or improvement

Total area: 60m2 Capacity: 25 pax, up

to maximum 30 pax

1.2.5

 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-termbusiness 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 satisfiedwith their benefits Stakeholder has different expectations and requirements We will work withstakeholder based on their expectation and requirements This will be an advantage for theproject to succeed if you understand Stakeholder's needs, expectations and requirements And ifyou don't identify all stakeholders or evaluate their confusion, the project may encounter crises

Working in professional kitchen for over 10 years (2009 - now)

Master in French cuisine and has a strong passion in Vietnamese cuisine

Born and raised in Da Lat for 18 years

Taking main part of the kitchen from setting up to training staff

Have experience working in different environment (nations, scales)

Experienced in restaurant management

Have Bachelor Degree in Pulic Relation (2011-2015) at HUFLIT

Basic knowledge of marketing, human resources and accounting

A Vietnamese food lover

According to Project Management Body of Knowledge, a stakeholder is an individual, group, ororganization 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:

RespectSupportSympathy

Management team

OperationPlanningMaking decisionsRisk managementsConnection link

Good payGood benefitCareer developmentSelf-development

RespectSupportTraining courses

Founders

StrategyOperationFinance

BenefitsOpportunitiesProfits

RespectGuarantee

OperationFinanceProcesses

Good dealLong termrelationship

Pay on timeLoyaltyProduct or servicedevelopment

Departments

Paper worksOperation

Compliancewith the lawGood dealContribution

RespectSupport

Key Opinion

Leaders

CelebritiesInfluencersCommentators

StrategyMarketingOperation

Good dealLong termrelationship

RespectSupport

Local

Neighborhoo

d

ProcessesOperationOutsideenvironment

HealthyenvironmentRespect

RespectSupport

communities

Homestay,coffee shops,hotels, resort

SalesMarketing Good deal

Pay on timeClarityJustice

Cooperator

ElectricianPhotographerFilm maker

ProcessesMarketing

Good dealLong termrelationship

Pay on timeClarifyJustice

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 asarchitecture, music, waiters, prices, promotions, etc But we, who are experienced and passionateabout food, insist that food will be the main determinant of whether the customer will return tothe 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 willimmediately process everything from scratch from the sauce to the bread Delicious is the mostimportant 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 mostimportant factors when choosing a restaurant, the results show that after the "food" is thecivilized space Of the 108 respondents, 80 answered that civilized space was the mostimportant, accounting for 74% For us, building a non-civilization for a restaurant is not easybecause if you do it not skillfully, customers will become unsatisfied and leave unimpressiveimpressions But to achieve this, we will try to educate customers through regulations at such: nobad language, no insult, no loud noise, not drunk, not fighting, etc

12

2 ECONOMIC ENVIRONMENT

With an altitude of 1,500 meters above sea level and surrounded by mountains and forest, Da Latinherits a mild and cool mountainous climate year-round The history of more than a century alsoleft the city a valuable architectural heritage, likened to a 20th-century European architecturemuseum Rich natural and cultural resources help Da Lat become one of Vietnam's famoustourist destinations, attracting millions of tourists to visit and relax every year Da Lat is also acenter of education and scientific research, a diverse city of religion with the presence ofhundreds of temples, churches, monasteries A rich agricultural area especially with vegetableand flower products Thanks to the mild climate, beautiful natural landscapes, and richarchitectural 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, touristsfrom neighboring cities just take a night bus to travel to Da Lat In addition to buses, tourists canalso take a flight to Liên Khương airport Motorcycles are also a cool option because of thebeautiful 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 theupper classes By the influence of the French, Da Lat brought a very "French" atmosphereexpressed 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 hasattracted 5.5 million visitors, 4.2 million registered guests, achieved 97.6% of the year plan andincreased by 17.5% over the same period Particularly, the international visitors accounted for12.9% It is expected that by the end of 2018, the total number of visitors to Da Lat will be over5.7 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 restwould be in low season, lowest in September For example, in Liberation Holiday 2019, thenumber of tourists came to Da Lat is estimated at about 115,000 visitors (up 4.5% compared tothe 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 (up4.3% 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 DaLat

 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 ofkey-value customers

Analyze the characteristics: habits,interests, cares, etc -> Sales andMarketing -> Business Strategy

To know how many of them arewilling pay for eating at a restaurantand what they are expecting ->

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 ofcustomer Marketing Strategy

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 define the profile

of customer Marketing and Sales Strategy

How much do you often pay

for your breakfast (per

To define the profile

of customer To consider the policy of pricing tools

When travel to Da Lat,

which activities do you do at

night? (choose at least 3)

To define the demand

of customer Sales and Marketing Strategy

Where do you often hang

out at night in Da Lat?

To define thecompetitors

To define the demand

How much do you often pay

for going out at night (per

person and without

shopping)?

Under 100,000

To define the profile

of customer Policy of pricing

100,000 – 200,000

200,000 – 400,000

Over 400,000

What influences you most

when deciding a restaurant

for Dine-in out?

Characteristics of tourist in Da Lat

Tourism is one of the activities loved by young people and is also the hottest topic onforums due to the development of review trends Younetmedia.com has done some analysis ofsocial 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 orsocial media occupied 11% Eating is the most favorite activity when traveling, followed byphotography and sightseeing In the top 10 national tourist destinations, Da Lat took the firstplace 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 youngVietnamese Although this is a paper project, I still want to seriously examine the real needs ofyoung people when traveling to Da Lat These survey results prove to me the feasibility of theproject 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 workwith 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 beVietnamese and young and have traveled to Da Lat In addition, during the survey, I also filteredunqualified answers to give the most objective results

0.90%

55.86%

41.44%

1.80%

How old are you?

Under 18 years old

18 - 25 years old

25 - 35 years old Over 35 years old

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 yearsold and 41.4% is from 25 to 35 years old This result proves that most of the answers in thesurvey will be highly accurate for the purpose of the survey

The next graph shows the incomelevels 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% andover 12 million accounting for 27% With these income levels, the payment for breakfast is from30,000 to 50,000 VND, accounting for 66.7% and for night going fluctuating between 100,000and 200,000 VND (55%), some customers are willing to spend higher than 200,000 VND(26.1%)

Ha Noi

Da Nang Other provinces

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

The common characteristic of tourists in Da Lat is to travel here from 1 to 2 times a year andeach trip usually lasts from 3 to 4 days Tourist forms are usually couples (37.2%) or smallgroups 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 whentraveling 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 continuousdevelopment of bus companies, 79.8% of tourists chose buses as the main means to travel to DaLat According to the survey, bus companies such as Phuong Trang or Thanh Buoi providecontinuous trips from provinces to Da Lat continuously throughout the day

What do you like the most when you travel to Da Lat?

When asked about the reasons why they liked Da Lat, 97% of tourists came to Da Lat because ofthe 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 thecold weather, Da Lat always blooms all year round to create a beautiful landscape The bloomingseasons such as cherry blossoms, wildflowers, rose grass, sunflowers can also be called the peakseason when traveling to Da Lat

3.5 MAIN CUSTOMERS

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

Male because they care more about the food

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

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

group under 5 people

Income 8,000,000 – 12,000,000 Willing to pay 30,000 – 50,000 for Breakfast andover 200,000 for night going

- They do not have many bits of knowledge withfood, but they love to have good meals whichremind 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 detailedstaffing plan that clearly includes what we need in our staff, training time as well as abenefit 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 Vietnamesegovernment Besides, there will always be special policies for those who have a directimpact on business

 Suppliers will be our most important partners when the concept always requires the bestfor our customers To ensure availability, we will always have back-up plans andsuppliers in cases where suppliers cannot provide In addition, the policy ofcommunicating with these providers is also important to maintain a long-term businessrelationship

4 BUSINESS STRATEGIES

At Breadfirst, what we aim for is a sustainable business model With the criterion of leaving noconsequences for the next generation, the sustainable business model focuses on three mainobjectives: 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 businessdevelopment.

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 manyconsequences of environmental pollution To prevent this consequence from generation togeneration, 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 friendlypackaging has not been fully developed and very expensive Secondly, because delivery will nolonger guarantee food quality However, we can still serve the "take-away" service for customerswho bring their own containers Inspired by Starbucks coffee, we will sell these containers tofirst-time customers or customers who forget to bring them

In addition, we will work with the kitchen team to compost organic fertilizers from wasteproducts during processing and leftovers from customers This compost will be delivered to ourfarms 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 therestaurant 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 withsuppliers to be able to get an environmentally friendly delivery process

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

we find most memorable is the meals taken care of by mothers At Breadfirst, we cook as we dofor our children: there is no dirty food, no industrial products, no flavoring, no additives It allstarts with the most primitive materials

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, andtexture 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 AtBreadfirst, 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 showsthrough the actions, behaviors, and concerns they give to their work at Breadfirst, employees arethe face of the restaurant A positive attitude will produce positive products No violence, noinsult, honesty with yourself and those around you are the keys to human development atBreadfirst

When we received the results from the market survey, we were very surprised by the researchquestion about the most influential things when choosing a restaurant Usually, when thinking ofrestaurants, 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 importantthing after food.

For now, customers are looking forward to having meals in civilized space Many customerscomplain to us that they feel disrespectful when coming to restaurants where managers cannotmanage product quality, service quality and the most important thing, customers To explain theconcept 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 dolow 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 inaccordance with the "fresh" criteria that we aim to

- Invest in the best equipment The best devices are not the most expensive devices, but they aresuitable 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, equipmentmaintenance is also a criterion for buying decisions

- Invest in people In a company, I think there is nothing more expensive than investing in peoplewho 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 ouremployees

- 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, everypart 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 customersatisfaction

- Training staff on upsell processes and skills

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

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

- 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 higherthan the average price 30-50%

Because we focus on niche markets, we will use different measures to filter customers and pricepolicy is one of those solutions According to the survey, we can see that customers pay anaverage of 30,000 to 50,000VND for breakfast and 100,000 to 200,000VND for dinner so webuild 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 smallbusinesses, mostly Facebook and Instagram This seems more consistent with our targetcustomers, which are more connected, and with the Vietnamese food segment which is quitetrendy on social media The idea would be to create content on a regular basis in order to create acommunity on Facebook and Instagram

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

We would also have a category about the staff, customers, farmers This social media strategywill 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 thatshare a common customer There will be two ways to display branding identify designs andproduct 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 therestaurant 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 eachother and some new friendships will be built here Stories can be personal, or knowledge, or lifeexperiences, anything We want to build a small community

As I mentioned before, Breadfirst is inspired by the Japanese series: Shinya Shokudō (MidnightDiner) 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 anddiners 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 withthe main keys are simple and elegant Lighting and music are one of the main factors affectingcustomer 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 musicwill help diners enjoy the night atmosphere of Da Lat following a new experience

5.5 PEOPLE

In order to operate an organization, we need the strength of the people inside At Breadfirst, webuild a team of employees who are consistent with our vision and mission and understand thevalue of the brand We create not only a working environment but also a developmentenvironment that helps our employees grow daily The service style and the criterion for

recruiting at Breadfirst is food passion, good attitude and positive energy As a researcher on

the Law of Attraction, I believe that every human link that brings good energy will create ahuman, warm, and positive atmosphere

5.6 PHYSICAL EVIDENCE

Branding is one of the major costs in the initial investment of the project

We want to have consistency in every channel that customers contact us.This shows from signboards, uniforms, and name cards to how to presentfood or greet guests, etc We work with design professionals and operatingprofessionals to create products that are most suitable for the concept