Bachelor of Business Administration Thesis

Hospitality Management

Business Plan for Mộc Bistro : A gastronomic enterprise fusing Vietnamese

Culture Elements and Wabi-Sabi Aesthetics

Mentor

Nguyen Duc Tri

Group members

Ho Tran Phuong Uyen DS160183

Nguyen Thi Chau Sa DS160126

Vo Thi Thanh Thao DS150203

Tran Thi Kim Nhanh DS150138

Nguyen Thi Ngoc Han DS150152

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ACKNOWLEDGE
We would like to express our profound appreciation to everyone who helped shape this
scholarly research for the Mộc Bistro restaurant in Danang.

First and foremost, we would like to thank Mr. Nguyen Duc Tri, our devoted instructor at the
FPT University Hospitality Management department, whose important advice and assistance
have moulded our concepts and plans for Mộc Bistro. His knowledge and perception have
been invaluable to our endeavour.

We also thank Mr. Nguyen Viet Toan, the director of the Da Nang Startup Innovation Center,
for his kind counsel and assistance. His insightful criticism of our business plan has greatly
improved our comprehension of the hospitality sector and helped us to refine our approach.

We would especially want to thank our team members for their tireless efforts and steadfast
devotion in developing this business strategy. Their commitment to quality has been essential
to this project's success.

Lastly, we would like to thank FPT University and the Hospitality Management Department
for giving us the tools and chance to follow our dream of working in hospitality. We are
appreciative to the teachers, staff, and other students for their unwavering support and
encouragement, and we are happy to be a part of this lively and dynamic learning
environment.

I want to thank everyone for their important contributions to our effort. We can't wait to open
Mộc Bistro and realise our dream of providing Danang city with a remarkable eating
experience.

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ABSTRACT
At Mộc Bistro, locally produced, seasonal foods are expertly blended with a hint of Japanese
influence to create an inventive culinary sanctuary that embodies Vietnamese nostalgia. Our
main objective is to provide them an experience that is both aesthetically pleasing and
gastronomically unforgettable—a "gustatory memoir." Rooted in bridging the gap between
our guests and the inherent Wabi Sabi spirit woven into everyday Vietnamese life, Mộc Bistro
operates on core values that shape consumer attitudes. Our commitment lies in the fusion of
Vietnamese and Japanese flavours, realised through a dedication to culinary excellence that
marries inventive techniques with time-honoured traditions. Within our welcoming ambiance,
imbued with warmth and nostalgia, guests are invited on a cherished journey through our
cultural heritage and the soulful elegance inspired by Japanese traditions. As trailblazers in
transnational dining, Mộc Bistro sets industry standards, continually pushing boundaries to
redefine and elevate the artistry of unconventional cuisine, aspiring to craft a unique and
memorable culinary experience that transcends borders.

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ACKNOWLEDGE 2
ABSTRACT 3
CHAPTER 1: INTRODUCTION 7
1. Introduction 7
1.1. Project Background 7
1.2. Market Problem Identification 10
1.3. Opportunity Recognition 10
2. Company Introduction 11
2.1. Company information 11
2.1.1. Logo 11
2.1.2. Slogan 12
2.2. Mission 13
2.3. Vision 13
2.4. Core values 13
2.5. Company concept 14
3. Products & services 15
3.1. Products 15
3.2. Services 19
4. Judiciary 21
4.1. Company registration documents 21
4.2 Product document 22
4.3 Other documents 22
4.4. Kind of taxes 23
CHAPTER 2: MARKET ANALYSIS 24
1. Market Analysis 24
1.1. Market potential 24
1.1.1. Overall Analysis of F&B in Viet Nam 26
1.1.2. Overall Analysis of F&B in Danang City 27
1.1.3. Forecast factors influencing the dining experience for Vietnamese cuisine
restaurant 29
2. Market Segmentation: 31
2.1. Customer segmentation 31
2.1.1. Geographic segmentation 31
2.1.2 Demographic segmentation 32
2.1.3. Psychographic segmentation 34
2.1.4. Behavioural segmentation 36
2.2. Target market 40
3. Competitor analysis 42
3.1. Direct competitor 43
3.2. Indirect competitors: 46
3.3. Porter's 5 Forces Model 48

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 3.3.1. Power of buyers (Moderate) 48
3.3.2. Power of suppliers (High) 49
3.3.3. Threat of substitutes (Moderate) 50
3.3.4. Threat new entrants (moderate) 51
3.3.5. Threat of competition (High) 51
4. SWOT 52
Strength (S) 54
Weaknesses (W) 54
Opportunity (O) 54
Threats (T) 54
5. BCG. Matrix 55
6. Value proposition 56
6.1. Value proposition canvas 57
6.2. Value proposition: 58
CHAPTER 3: ACTIVITY PLAN 59
1. Human Resources 59
1.1. Organisational Structure 59
1.2. Roles and Responsibility 59
1.3. Operation 75
1.3.1. Receiving goods from suppliers process 75
1.3.2. Serving Process 77
1.3.3. Direct Booking reservation process 87
1.3.4. Handling customer problems process 88
1.3.5. Handling customer complaints process 90
3. Suppliers 91
3.1. Meat Supplier 91
3.2. Seafood supplier 92
3.3. Wine supplier 94
3.4. Drink supplier 94
3.5. Stationery Supplier 96
3.6. Vegetable suppliers 96
3.7. Facilities Supplier 97
3.8. Kitchen Appliances Supplier 98
3. Marketing Strategy 100
3.1. Marketing 4Ps 100
3.1.1. Product: 100
3.1.2. Price: 101
3.1.3. Place 102
3.1.4. Promotion: 106
Event organisation: 109
3.2. Action Plan 115

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 3.2.1. Brand life cycle 115
3.2.2. Brand construction 116
3.2.3. Action Plan 118
3.2.3.1. Phase I (12/12 - 23/3) 118
3.2.3.2. Phase II (23/3/2024 - 30/08/2024) 121
3.2.3.1. Phase III (2025-2027) 127
CHAPTER 4: FINANCIAL ANALYSIS 128
1. Startup expenses and Capitalization 128
1.1.Initial Cost 128
1.2. Capital structure 129
1.2.1 Source of capital 130
1.2.2. Use of capital 131
2. Revenue streams 131
2.1. Forecast first year revenue 132
2.2. Revenue forecast in 5 years 135
3. Operating expense 137
3.1. Fixed Cost 137
3.2. Contra Asset 138
3.3. Variable Cost 139
3.4. Wage Cost 141
3.5. Total operating expense 142
4. Statement analysis 143
4.1. Income statement - Most likely scenario 143
4.2. Balance sheet & Cash Flow 145
4.3. Capital budgeting 148
4.3.1. NPV, IRR, and Discounted payback period analysis 148
4.3.2. ROA, ROE, Net Profit Margin 149
CHAPTER 5: RISK AND CONCLUSION 150
1. Risks Management 150
1.1. Compliance Risk 150
1.2. Financial Risk 151
1.3. Operation Risk 151
1.4. Customer Risk 153
2. Conclusion and Recommendation 154
Reference 155

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CHAPTER 1: INTRODUCTION

1. Introduction

1.1. Project Background

Market growth: In 2023, The F&B service sector in Vietnam has experienced significant
growth, with the size of the Vietnam service market reaching 20.79 billion USD and expected
to reach 36.29 billion USD in the next 6 years (2023). This growth has witnessed a
Compound Annual Growth Rate (CAGR) of 9.73%. In 2022, the revenue generated by
Vietnam's food service profit sector was valued at VND 1,011.2 trillion, or $43.7 billion and
forecasted to exceed 13% from 2022 to 2027. Notably, Vietnam's food service industry
functions as a core motive in the service sector, driven in part by an increase in disposable
income (Celina Pham, 2022). This is reflected by the estimation that approximately one-third
of monthly income is for dining out, indicating a potential growth for the industry.

Industry landscape: According to the Vietnam Cuisine Culture Association, in Vietnam, the
Food and Beverage (F&B) industry boasts about 550,000 establishments, including 430,000
dining consumers. 82,000 fast-food chains, and 10,000 additional eateries (Celina Pham,
2022). Danang's F&B scene is lively and competitive, featuring a plethora of concepts like
hotel restaurants, cloud kitchens, bars, and lounges. It caters to various consumer needs, from
quick grab-and-go to appealing brunches and multi-cuisine experiences. However, the lack of
clear experiential differences makes it challenging for consumers to easily make decisions,
leading to limited opportunities for differentiation. Consequently, the dining experience often
becomes generic and easily forgettable with little room for differentiation, which tends to
advance the guests’ demand (Smilansky, 2009). The disparity between demand and supply
creates an opening for businesses to capitalise on by offering immersive environments,
interactive concepts with cultural values, and engaging distinct elements into the dining
experience.

Emerging trends: A constant flow of reviews from culinary critics and online influencers
shapes guests' comprehensive awareness of F&B services (Vitsentzatou, Tsoulfas and
Mihiotis, 2022). Customers are now well-informed about trending dishes and preferred
experiential styles, leading to more specific and discerning demands. The trend of sharing life

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activities online has prompted customers, since 2017, to seek experiences that go beyond
mere food and beverages or seating arrangements (Mia Jones, 2017). This trend involves
exploring various factors, including ambiance, concepts, touchpoints, service quality, and the
conveyed messages.

Events like the Vietnam Food & Beverage Conference, Rising Chef Challenge, Flavor Gala
Dinner by Vietcetera, and the Michelin Guide's presence in Vietnam garner substantial
attention from the media, industry insiders, and culinary enthusiasts (Agnes Alpuerto, 2023).
These gatherings underscore the growing importance of unique dining experiences,
contributing to a vibrant culinary landscape. Moreover, they serve as catalysts for the
evolution of Vietnamese culinary brands, fostering deeper dimensions, especially in terms of
storytelling and cultural aspects tied to gastronomy.

In 2023, economic challenges prompt consumers to be financially cautious, prioritising

savings (anonymous, 2023). Despite this, there's a growing demand for dining experiences
that blend indulgence with conscious values, driven by the "Pay less, expect more" trend, as
people seek emotional fulfilment amid modern life's pressures (Vitsentzatou, Tsoulfas and
Mihiotis, 2022).

Turbulence times prompt a shift towards embracing traditional values (Salmose, 2019). With
a need for prudent spending, guests become more selective, exercising caution in their
choices and gravitating towards brands that deliver value for money, showing limited
openness to overly unconventional approaches. Consumers are genuinely in search of
distinctive, engaging experiences that offer both comfort and security through familiar
elements.

In this scenario, tackling the challenge of creating a delightful yet not radically new dining
experience, which requires diners to be open and patient, Mộc Bistro aims to provide an
'adventurous comfort culinary journey.' Our approach involves revitalising familiar
experiences to fulfil the need for a comforting atmosphere while introducing a touch of
novelty through cultural intermix. Currently, we are dedicated to formulating a
comprehensive business plan outlining the establishment and operational framework for Mộc
Bistro . This culinary venture will unravel the spirit of Wabi Sabi philosophy throughout the
Vietnamese ordinaries

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"Wabi" encompasses qualities such as simplicity, modesty, and harmony with the natural
world (Adams, 2017). It characterises an individual content with minimal possessions, aiming
to maximise the value of what is available and progressing towards minimalism (Adams,
2017). In contrast, "Sabi" relates to the effects of time's passage, highlighting impermanence
and the aesthetic beauty and authenticity associated with ageing and maturation (Adams,
2017). Together, Wabi and Sabi evoke a sense of calm and balance in things that are simple,
humble, mysterious, and temporary (Adams, 2017).

Our group recognizes the rarely noticed pervasion of the Wabi-Sabi elements in various
aspects of Vietnamese culture. This influence is seen in handwoven textiles, pottery, and
culinary practices. Traditional Vietnamese architecture, using materials like wood and
bamboo, reflects a respect for impermanence. Art and poetry explore transience and
nostalgia, embracing imperfection. The fusion of these traditions with Japanese Wabi-Sabi
forms 'Mộc Bistro ,' capturing the spirit of Vietnamese imperfection in a Japanese context.
'Mộc Bistro ' seeks to provide an authentic and comforting experience, celebrating the beauty
of imperfection in familiar flavours.

This initiative seeks to connect with those craving captivating experiences, offering a sense of
relief through familiar culinary elements and an exceptional service environment. It aspires to
rejuvenate well-known flavours, elevate common experiences, and cater to the desire for
distinctive encounters, all while ensuring comfort and security through humble and abundant
tastes.

The business proposal for 'Mộc Bistro ' goes beyond being a culinary venture; it aspires to
play a significant role in preserving and showcasing a fresh perspective on Vietnamese
identity, moving beyond popular symbols like Festival Celebrations, Pho, Banh Mi, and
more. By providing an authentic and immersive dining experience, 'Mộc Bistro ' aims to
establish itself as a cultural hub where patrons can savour the native essence of Vietnam and
fully engage in the allure of the regular imperfection.

1.2. Market Problem Identification

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One of the industries witnessing the fastest speed of growth is the Food & Beverage industry.
Vienam Report conducted a survey in August 2022, around 90% establishments had gained
above 80% of those before the pandemic (Vietnam’s Food Service Industry: Consumer
Behavior and Opportunities, 2022). Dining out is a common practice among the Vietnamese,
and with the current robust economic development, there's a rising demand for restaurant
services.

Da Nang's growing restaurant industry faces heightened competition, emphasising pricing

amid economic challenges. Notably, there's a lack of establishments prioritising customer
emotions and experiences. In a scene favouring established brands, diversifying culinary
experiences poses a challenge. Limited options for holistic, culturally celebratory dining
experiences leave consumers wanting more in Da Nang. Mộc Bistro aims to set itself apart
by offering comprehensive criteria, specific values, and immersive experiences, going
beyond the standard food and beverage offerings.

Younger generations, particularly Millennials and Gen Z, favour experiential choices

(Anthony Esposito and Ronald Raymond, 2023), diverging from the prevalent focus on
functional benefits in many Danang restaurants. This emphasis on menu options, service
efficiency, affordability, and cleanliness poses some differentiating challenges. Mộc Bistro , a
unique culinary venture, aims to transcend traditional benefits by infusing authentic
Vietnamese cuisine with Wabi-Sabi philosophy, catering to a demographic seeking immersive
dining experiences often underserved in the market.

1.3. Opportunity Recognition

As life evolves, so do people's expectations, leading to a refined and culturally rich culinary
scene in Vietnam, with a growing preference for dining out. According to the most updated
information from the Department of Tourism, there are more than 4,000 dining places and
200 eateries., comprising a diverse range of exceeding 2,000 tiny to medium-sized
establishments offering food from various national cuisine (VietnamPlus, 2023). Da Nang, a
cultural crossroads, blends cuisine from the North, Central, and South regions, offering
visitors a taste of unique dishes adjusted to local preferences.

The Tourism Department in Da Nang indicates that there has been a surge in the number of
tourists to the region. In the first quarter of 2023, the total number of visitors is forecasted to
reach over 1.4 million, almost 400 thousand tourists coming from outside the country, over

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0.1 million domestic visitors (THU HA, 2023); Total revenue from accommodation, food,
and travel services is estimated at 5,897 billion VND (THU HA, 2023). Currently, Da Nang
City has many restaurants serving many different culinary styles, from European to Asian
dishes, and even local dishes with prominent names such as Anchor, Dasushi, Madame Lan,
Cuisine de Vin, and Art Village.

People seek local and unique culinary experiences for novelty and emotion in meals.
Recognizing customers' priorities like price, taste, and convenience, Mộc Bistro emerged in
Da Nang to address the scarcity of restaurants meeting these criteria. Through a distinctive
menu blending Vietnamese and Japanese cuisine in a novel space, Mộc Bistro aims to
provide unforgettable dining experiences and establish lasting impressions.

2. Company Introduction

2.1. Company information

2.1.1. Logo

Inspired by careful consideration, our logo captures the spirit of the Wabi Sabi lifestyle and
the mission of our restaurant. The picture of the rice plant represents the spiritual significance
in Japanese culture and the rich tradition of Vietnamese rice agriculture, symbolizing our
desire to combine the beauty of both cultures in our food. The image of Mount Fuji inside the

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rice plant represents the beauty of nature and mirrors the Wabi Sabi philosophy, which values
seeing hidden spectacles from various angles. By examining the distinctive nuances that wabi
sabi acquires when infused with Vietnamese culture, we hope to demonstrate that it is not just
a Japanese phenomenon but can also flourish in Vietnam.

2.1.2. Slogan

The slogan of Mộc Bistro, "A novel shell for a gustatory memoir," is to provide patrons an
unbiased and thorough understanding of the culinary ideals we uphold. Japanese food serves
as an inspiration for the visually appealing but visually novel presentation of meals, arousing
customers' curiosity and enthusiasm. At the same time, the flavors of Vietnamese food
combined with special Japanese spices provide a little something new and yet seem quite
familiar. Each of these components promises to produce a gourmet experience that pleases
our patrons' palates and senses of sight.

The name of Moc: The restaurant's name, "Mộc," encapsulates simplicity and minimalism,
reflecting both spiritual and material aspects. It draws inspiration from nature, particularly
trees, embodying the essence of "Wabi Sabi" principles—simplicity, authenticity, and the
natural beauty of unexplored aesthetics. "Mộc" signifies "less is more" in the context of
"Wabi Sabi," conveying profound meanings through its outward rawness. Customer
interpretations vary, yet all associate the name with nuanced and positive connotations,
aligning with our core values in product and service delivery.

Location: We examined Da Nang real estate rental agreements and opted for a space at 346
2/9 Street. The location's strategic placement on the main road, near Asia Park, the September
2 monument, and Helio Night Market, makes it ideal for attracting attention. Additionally, the
site's prior use as a Vietnamese-Japanese cafe aligns with the Bistro Moc project's concept,
facilitating cost-effective construction by leveraging the existing architecture with minor
adjustments for authenticity.

Acreage: 9 (width) x 25 (length) =225m²

Price: 30 mil/month for 225m2

Social Media: Aside from the main website, where we will post restaurant information daily,
we will promote the restaurants through recently popular media channels, such as TikTok,

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Instagram, Facebook, etc. For TikTok and Instagram especially, we will feast on customers’
care for a nice concept ambiance through neatly taken videos and photos. By capturing the
right moments and places in our bistro, we intend to illustrate the core value of Wabi Sabi in
the most vivid ways and pique the customers' curiosity about what we have to offer.

2.2. Mission

At Mộc Bistro , we aim to capture Vietnamese nostalgia with an unconventional shelter by

marrying local, in-season ingredients with a hint of Japanese flair.

2.3. Vision

We aspire to initially deliver to our customers a fusion cuisine journey that strikes curiosity in
the eyes yet offers a “gustatory memoir” to your taste buds, behind which we strive to close
the distance between the patrons and the extant Wabi Sabi spirit in the Vietnamese ordinaries.

2.4. Core values

The Wabi-Sabi style "Mộc Bistro " restaurant will bring the core value of a unique and
delicate combination when bringing Vietnamese flavours into Japanese dishes, which is
reflected in the following factors:

Innovation with Tradition: Strive for culinary excellence by seamlessly integrating

innovative techniques with time-honoured traditions, ensuring every dish is a masterpiece
that tells a story.

Warmth and Nostalgia: Foster a welcoming atmosphere that resonates with warmth and
nostalgia, inviting guests to embark on a cherished journey through the heart of our heritage
and the soulful elegance of Japanese inspiration.

Transnational Culinary Leadership: Aspire to be a pioneer in transnational dining, setting

industry standards and pushing boundaries to continually redefine and elevate the artistry of
unconventional cuisine.

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2.5. Company concept

Inspired by the resilient and resourceful approach to life in challenging circumstances

embraced by the Japanese and Vietnamese cultures, Mộc Bistro comes to life. It celebrates
the optimistic and laid-back lifestyles of these two cultures, blending them in a way that
preserves their distinct identities. Infused with unconventional elements for a touch of
playfulness, Mộc Bistro manages to evoke a sense of nostalgia, warmth, and tranquillity,
even in the midst of turbulent times.

3. Products & services

3.1. Products

Fusion cuisine is an artistic blend of diverse culinary traditions, skillfully crafting inventive
and harmonious dishes. At Mộc Bistro , we uniquely fuse Vietnamese and Japanese cuisines
in the realm of soul food. This combination is rooted in shared structural features between the
two culinary systems. Moreover, the realm of soul food is an embodiment of one’s emotional
comfort yet still an ordinary, simple life piece. We believe this is the right representation of

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the Wabi Sabi spirit we try to convey, resulting in a dining experience that is both distinctive
and innovative.

The ingredient to create a comforting flavour profile has shared points to each other. The
similarity between Vietnamese and Japanese comforting flavour profiles in soul food lies in
their shared emphasis on achieving a harmonious balance of flavours, utilising umami-rich
ingredients, and employing meticulous culinary techniques. Both cuisines prioritise the
delicate interplay of sweet, savoury, and umami tastes, creating dishes that are deeply
satisfying to the palate. Common elements include the use of soy sauce, fish sauce, and
various aromatic herbs and spices to enhance flavour complexity. Additionally, both
Vietnamese and Japanese soul food often incorporate fresh, seasonal ingredients, contributing
to the authenticity and comforting nature of the culinary experience. The shared commitment
to simplicity, balance, and a connection to cultural traditions further unites these two
distinctive and beloved culinary styles. This promises a familiar and natural fusion.

But our approach to fusion goes beyond mere familiarity, enabling authenticity seekers to
experience the unique flavour of regional specialties like miso, fresh seaweed, tofu, and
dashi, which are enhanced by a tangy-sour component to the umami-rich food. To offer
customers a feeling of fullness and heartiness, rice is served alongside simmered spices and
braised soups, all presented in a tasteful yet understated Japanese style.

Everything is not only about the taste, but also the cultural stories lag behind. The integration
of pieces captures the essence of Wabi - Sabi philosophy, highlighting the values of cozy
ambiance above formal elegance, a sense of homeyness and camaraderie, the subtle artistic
quality of eating experiences. All of this will pack the feeling combination of nostalgic,
sophisticated and romantic dining moments.

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3.2. Services

Food proximity and association can be a powerful way for Mộc Bistro to convey a message
about the Wabi-Sabi philosophy. Wabi-Sabi is a philosophy of simplicity, perfection within
imperfection, and enjoyment of nature and time. When bringing this Wabi-Sabi into the
cuisine, the restaurant wants to create meaningful and profound culinary experiences for
customers. Culinary is not only the creation and enjoyment of food but also an important part
of life and culture. Like how a restaurant would welcome its guests by welcoming them at the
door with a cold drink or hot tea.

Diverse and quality menu: Ensure that our menu will provide customers with the opportunity
to enjoy delicious food in Wabi-Sabi style, celebrating the beauty of simplicity and nature.

Stories from the kitchen: Provide a view from the kitchen so customers can see how we
make and share the inspiration and culture associated with each dish. This helps create a
connection between the food and the customer. And here every dish will be a story. So we
decided to include it on our menu.

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Professional service: Staff should be trained to serve in a professional, dedicated and friendly
manner. They need to know how to create a comfortable and comfortable environment for
their customers.

Food quality: Ensure that food is always fresh and well prepared. Use quality ingredients and
ensure that the cooking is always up to standard.

Space and decoration: "Mộc Bistro " promises to create a friendly and peaceful space for
customers to relax and enjoy their meals.

Special Services: Offer special services such as reservation, breakfast, or delivery service.

Feedback and continuous improvement: Always listen to customer feedback and work to
improve services based on them.

Customer care: Follow up and make connections with customers, for example sending thank
you letters or giving gifts.

Security and Hygiene: Ensure that the restaurant is always clean and adheres to food safety
standards.

All these factors create a special and unique culinary experience, helping diners feel the
values ​that "Mộc Bistro " brings.

4. Judiciary

4.1. Company registration documents

Certificate of Land Use Rights

Construction permit

Business Licence

Company establishment charter

First, in our company establishment file, there are the following necessary documents: Land
use rights, Business licence, Company establishment charter and Company establishment
procedures.

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As per Point B, Clause 3, Article 167 of the Land Law of 2013, the following is stated (Khắc
Niệm, 2021) and tenants need to carry out procedures to apply for land use rights based on
the provisions of law . This ensures the rights and interests of land tenants and creates a legal
basis for land use during the lease period.

Responsibility for business registration, according to the Government's Decree

59/2020/QH14 and the Enterprise Law regulating business registration, enterprises need to be
granted a business registration certificate. This includes applying for a restaurant licence,
which determines the legal status and eligibility of the business. Therefore, applying for a
business licence is a legal requirement. important and mandatory, demonstrating the State's
approval for the establishment of an enterprise.

The company's charter clearly defines the rights and responsibilities of the parties within the
company, the executive board, and other levels of management. Next is the regulation on
organisational structure including how to establish and manage the executive board in the
company, and also need a company charter to comply with current legal regulations and
ensure that the company operates. legal. It regulates rules related to taxes, accounting, and
other areas related to a company's business operations.

4.2 Product document

Health certificate and knowledge of food safety and hygiene

Food hygiene and safety licence

Liquor business licence

Accountability for food safety and cleanliness, as stipulated in the Government's Decree No.
15/2018/ND-CP and the Food Safety Law No. 55/2010/QH12, both dated June 17, 2010, and
going into force on July 1, 2011, which contained comprehensive regulations. According to
the provisions of the Food Safety Law for types of food and beverages, restaurants need to
complete all necessary legal procedures before opening.

The first is a certificate of health and knowledge of food safety and hygiene, people directly
involved in production and business related to food must be healthy enough to ensure the
operation of the facility (‘3+Thủ Tục Tư Vấn Tự Công Bố Tiêu Chuẩn Sản Phẩm 2023’,

21
2023). It is necessary to participate in knowledge training and pass a test on food safety and
hygiene (atvstp, 2023).

The second requirement is a food hygiene and safety licence from a competent authority. The
competent authority will review the submitted documents (food hygiene and safety licence,
2023). After confirming the validity of the documents, they will send someone to check
directly. If the facility meets the standards, the competent authority will issue a certificate that
the facility meets food hygiene and safety standards. Furthermore, according to commercial
law, businesses selling alcoholic beverages over 5.5 degrees must have a licence (Phạm
Thanh Hữu and Nguyễn Như Mai, 2021). Therefore, restaurants need an alcohol business
licence.

4.3 Other documents

Environmental protection certificate

Certificate of fire prevention and fighting safety

Certificate of exclusive trademark registration

Assumption of responsibility for fire prevention and fighting: In accordance with Clause 1,
Article 5 of the Law on Fire Prevention and Fighting and Government Decree No.
136/2020/ND-CP, restaurants are required to possess a fire prevention and fighting certificate.
A fire prevention certificate guarantees that your eatery has followed all applicable fire safety
regulations and put safety precautions in place to save people and property. As a result, there
is less chance of a fire and less damage if one does occur.

Point d, Clause 2, Article 42 of the Law on Environmental Protection 2020 states the
restaurant's obligation to protect the environment: An environmental protection certificate
attests to the restaurant's compliance with rules and guidelines. guidelines for environmental
protection. It may involve implementing environmental protection measures into the
restaurant's regular operations and making sure that wastewater, exhaust gasses, and garbage
are treated.

Establishing exclusive trademarks: In accordance with Article 87 of the Intellectual Property

Law, businesses and individuals are able to register trademarks for the services they offer,
which serves to safeguard eateries' intellectual property rights. and make sure that the

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trademark is not utilized without authorization in order to protect the restaurant's reputation
and copyright.

4.4. Kind of taxes

Tax is a mandatory revenue that individuals or organisations must pay to the State, arising
based on legal documents issued by the state. Paying taxes not only contributes to increasing
revenue for the country, performing inventory and control functions but also helps restaurant
owners comprehensively reassess restaurant sales. So to comply with tax regulations, we
have to pay two types of taxes

First is value-added tax: According to Article 3 of Decree 44/2023/ND-CP on reducing VAT

by 2%, from July 1, 202 to December 31, 2023, the VAT rate for The F&B industry will be
subject to a VAT rate of 8%. Therefore, applying the reduced VAT rate on dishes will include
the above VAT (2023c).

The second is Corporate Income Tax, set at 20%. Corporate Income Tax is a tax collected
based on the taxable income of a restaurant calculated after deducting all allowable expenses
(2023c).

CHAPTER 2: MARKET ANALYSIS

1. Market Analysis
1.1. Market potential

The restaurant industry is vital to the economies of Vietnam and the rest of the world since it
provides us with a place to hang out, enjoy ourselves alone, experience different cultures, and
meet fundamental needs for energy replenishment in our daily lives. Thus, the economy, way
of life, and sociocultural context have had an impact on the recent development in this
business.

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 Indicators of market potential

Economic
● There is a deceleration in Vietnam's economic growth
● The wave of job cuts and reduction in income

Demographic
● Vietnam's youthful population fosters culture and lifestyle
trends that harmonise local traditions with global preferences,
For Millennials and Gen Z, the focus is on individual
experiences and Meaningful connections.
● Vietnam has experienced a steady increase in international
tourism in recent years, with many tourists coming from Asia.
● Consumers are more cautious in purchasing, shifting their
focus towards essential needs and savings
● Under the hustle urban life beat, guest seek option for
convenience
● Heightened recognition of the diet's influence on the quality
of life.

Social-cultural
● Social media significantly shapes consumer preference
● Food plays a pivotal role in helping people unwind
● Integrating mindfulness into their life in the ‘new era of
turbulence’
● The attraction of ‘Newstalgia’ dining experience has driven
the adoption of international cuisines, ethnic fusion food

Vietnam's economic growth has slowed, according to the World Bank study, falling from 8%
in 2022 to 3.7% in the first half of 2023 (2023b). As a result, buyers are becoming more
frugal with their expenditures and directing their attention toward savings and necessities.
Only 15% of individuals are prepared to spend more money on eating out, which means that

24
the restaurant and café industries can no longer count on being at the pioneering of consumer
spending (anonymous, 2023) They have reduced their eating spending relative to other
expenses, held off on offering specials or discounts, and seen a decline in revenue.

However, embracing frugality doesn't imply a life of deprivation. Consumers allocate funds
for dining out, especially for entertainment and convenience. There is a growth rate of 4.7%
attached with an expected gradual rise to 5.5% at leisure activities such as cinemas,
restaurants and coffee stores (anonymous, 2023). Fortunately, the World Bank's report also
anticipates growth in 2024 and 6.0% in 2025 (2023b). This projection aligns with the
expected rise in sector spending, reflecting its promising potential. As the economy improves,
consumers will engage in more selective purchasing, termed 'conscious recklessness' by
Philip Kotler (Philip Kotler and Gary Armstrong, 2017). This underscores the need for brands
to clearly articulate their value propositions, justifying their worth to customers (Philip Kotler
and Gary Armstrong, 2017).

In the contemporary world, food plays a pivotal role in helping people unwind, and recharge,
and serve as a mood enhancer for those looking to escape when confronted with challenges
(Vitsentzatou, Tsoulfas and Mihiotis, 2022). This involves snacking on items like milk tea,
coffee, street food, fruit tea, and cakes to provide a mental escape, which may explain the
boom of snack food options in the Vietnamese F&B market. This option's popularity among
guests stems from its affordability, and the quick sugar boost provides an instant sense of
satisfaction.

The unsustainable consumption lifestyle leads to heightened feelings of stress and tension
among individuals (Kim et al., 2019). Reacting to this phenomenon, individuals are
increasingly valuing alternative experiences that prioritise sincere and more bonding
attachment with people, surrounding environment, products (Lin, Huang and Ho, 2020),
Driven by two primary motivations—sustainability of the environment and enhancement of
personal life quality (Oh, Assaf and Baloglu, 2016). Hence, there is a potential for service
providers to generate an immersive sense of involvement in a product and experience
attached to this.

The contemporary consumer landscape demonstrates a significant shift towards "newstalgia,"

where individuals actively seek a nostalgic connection to the past in specific products and
activities. To gain a competitive edge, brands must strike a delicate balance by combining

25
vintage elements with innovative approaches in a phenomenon aptly termed "newstalgia.”
(Brown, Kozinets and Sherry, 2003). This approach empowers marketers to effectively
address the nuanced preferences of today's modern consumers.

1.1.1. Overall Analysis of F&B in Viet Nam

Food and Beverage market in Vietnam

Market The industry still shows optimism with a growth rate in economic recession
size

Growth The industry is expected to reach a value of nearly 1 million billion VND in
2026

Major The boom in low-end snack foods based on economic pressure and the need
trend for mood enhancer
The trend to offer a range of plant-based dishes and low-sugar, healthy
beverages
Launched multi-sensory dining experiences have captured the public's
attention

In the first half of 2023, when the global and Vietnamese economies are facing many
difficulties, the food and beverage (F&B) industry’s growth rate still shows optimism with
about 610 trillion VND and shows a promise to increase by 18%, reaching a value of nearly 1
million billion VND in 2026 (Food & Hotel Hanoi 2023: Trade opportunities for the
Northern F&B Market, 2023). The reason behind the prosperity of the F&B industry in
Vietnam in the first half of 2023 can be explained by several important factors.

The economic downturn and a desire for mood enhancement drive the surge in low-end snack
foods. Mixue, Highland Coffee, Trung Nguyên E-Coffee, and Phúc Long have notably
expanded (2023a), while newcomers like Phê La, Katinat, and Cheese Coffee enter the
market. An array of budget-friendly street foods, accessible through convenient delivery,
appeals to diverse customer segments.

The surge in mindful consumer behaviour has significantly driven the upscale dining
expansion, rooted in active engagement with the present moment, as explored by Brown,
Ryan, and Creswell in 2007. This trend forms the cornerstone for a multi-sensory dining

26
experience linked to the overall culinary journey. In the contemporary landscape, consumers
prioritise factors like ambiance, personalised service, effective communication, decor, staff
empathy, efficiency, and social interaction. This heightened awareness aligns with high-end
dining principles, emphasising top-tier quality, ethical sourcing, culinary mastery, immersive
environments, comprehensive experiences, and sustainability. Captivating concepts, such as
Matcha culinary omakase at Cha Kokoro, farm-to-table trends, and events like the Food and
Beverage Conference, have gained public attention, reflecting the evolving dining landscape.

Examining the current desire for nostalgia, there's a rising culinary trend incorporating classic
flavours like lemon, black sesame, and pomegranate into traditional dishes such as tiramisu.
This is seen in bakeries and eateries, where creative reinterpretations and unique flavour
combinations are a signature feature. Ngoặm Burger & Bistro, Bờm Kitchen & Wine Bar, Ăn
Ăn Sài Gòn, Tùng Dining, and Lamai Garden are some of the pioneers this trend.

1.1.2. Overall Analysis of F&B in Danang City

Recently, one of the largest cities in Vietnam, Da Nang, has witnessed an impressive
broadening in the food service industry, which is a sign of the financial health’s locals in Da
Nang's enhancing buying power and the economic rebound. Notably, by 2023, Da Nang has
claimed the top spot in per capita income in the North Central and Central Coast regions (Mai
Que, 2022). The robust spending on culinary experiences in Da Nang reflects a positive trend
in the F&B industry, indicating increased purchasing power and a growing interest in local
cuisine. Three key competitive trends exist for businesses in Da Nang.

Initially, their main competition centres on pricing due to similar product features. The
market for affordable brands specialising in treats like milk tea, cakes, salted coffee, and
street food is robust. Notable names like Tuc Tac Tea, Vin Tea, Chez, Nong, and food trucks
are expanding, emphasising instant taste satisfaction, budget-friendly options, and
collaborations with delivery services like Grab, Shopee Food, and Baemin for competitive
pricing. These brands are ideal for quick office snacks, offering grab-and-go or workplace
delivery options.

Danang's F&B scene is evolving, emphasising lifestyle values at venues like Poke Wow,
Salad Club, Roots Plan, Kurumi Health Vegan, Ivegan Danang, and Breco Cafe. This shift
prioritises wellness, health, creativity, and artistic expression, evident in enhanced dining
aesthetics, dish presentation, and visual appeal. The rise in demand for shareable moments

27
via photographs highlights a desire to elevate food's visual allure. New entrants like The
Gipsy, The East West Brewing Co, and Melioh Bistro seamlessly integrate aesthetics into
culinary offerings, marking a transition from product-centric to customer-focused approaches.
Amid product and brand lifespan uncertainties, advanced consumers gravitate towards
perceived special brands, leaving others to navigate challenges in gaining visibility and
competing for attention. While emotional and rational appeals are common in Danang's F&B,
the lack of strong differentiation, forward-looking vision, and a willingness to break
conventions hinders sustainable customer associations.

The city's upscale dining has recently flourished with notable establishments such as La
Maison 1888, Le Comptoir, and Si Dining. These high-end restaurants emphasise culinary
excellence, ambiance, and service, showcasing the market's potential. Targeting a smaller
demographic due to elevated prices, they cater to patrons seeking entertainment, enjoyment,
exceptional service, and social value in Danang.

Recognizing the lack of the bonding process with diners over regional specialty, Mộc Bistro
has emerged as a unique dining destination, catering to a variety of needs. Our establishment
offers a distinctive culinary experience, balancing relaxation and excitement, providing
economic value that appeals to a broader customer base, infusing playfulness into traditional
cuisine, and prioritising service quality and social value, allowing guests to approach
happiness in a holistic manner.

1.1.3. Forecast factors influencing the dining experience for Vietnamese cuisine
restaurant

The dining experience at a Vietnamese cuisine restaurant can be influenced by many different
factors that contribute to overall customer satisfaction. To deliver customer satisfaction,
consider a series of important factors. The quality of ingredients is an important premise,
using fresh and high-quality ingredients is the first step to creating delicious dishes. With the
mission of introducing traditional Vietnamese flavours, Mộc takes advantage of local
ingredients to create unique and familiar flavours. Flavour balance is another important
factor, the balanced combination of basic flavours such as sweet, salty, sour, and spicy creates
a rich culinary experience. In addition, herbs are an important part of creating a unique
flavour. Using herbs like basil, thyme and mint can enhance flavour in a natural and

28
refreshing way. This makes Mộc Bistro an attractive destination, where unique flavours and
new culinary experiences await you.

The rich menu with many typical Vietnamese dishes allows diners to explore and enjoy
diverse flavours. An excellently curated menu must be able to accommodate a wide range of
culinary preferences and take into account customers' dietary restrictions.

Culinary innovation, especially creative variations on traditional recipes, is always

appreciated. As per the National Restaurant Association, ethnic fusion cuisine emerges as a
prominent food trend expected to shape the culinary landscape over the next decade (Liu, Wu
and Wang, 2020). Consequently, it becomes imperative for researchers and practitioners in
the hospitality industry to comprehend consumer behaviour within this rapidly expanding
sector and formulate effective marketing strategies tailored to the unique characteristics of
fusion restaurant brands.

Providing multilingual menus and clear communication in languages such as English can
help international visitors make food choices easier and feel more comfortable. By focusing
on these aspects, a luxury restaurant serving Vietnamese cuisine can create a unique
experience, introducing the distinctive flavours and cultural heritage of Vietnam to
international visitors.

The execution of a food presentation is an important aspect not only in preparing the food but
also in creating a unique and enjoyable culinary experience. Vietnamese cuisine is often
known for its diverse and attractive dishes in terms of colour, flavour, and beauty of
presentation. The presentation and artistic expression of dishes can create a strong impression
on customers, especially international visitors.

Most customers appreciate the cozy and creative space, fully reflecting Vietnamese cultural
identity. Creating an atmosphere that is sophisticated and appropriate to the theme is key to
making the dining experience extra special.

Of course, service quality also plays an important role in building a positive dining
experience. Wait staff need to be knowledgeable about the menu, make helpful suggestions,
and always be ready to serve and meet customers' needs. In addition, a clean and
well-maintained restaurant is indispensable. Customers are increasingly placing higher
standards on cleanliness and hygiene, not only in dining areas but also in the kitchen.

29
Authenticity doesn't just come from the food, but also includes the ambiance and overall
experience at the restaurant. From the decoration to the music to the service, it all comes
together to create an authentic experience for customers. In addition to enjoying delicious
dishes, some diners also seek authentic cultural experiences to accompany their meals.
Vietnamese restaurants can add value by providing cultural elements such as traditional
music, art, or cultural artefacts to enrich the culinary experience.

Prices need to be reasonable and commensurate with the quality and portion of the food.
Customers want to feel like they are getting value for the money they pay.

The convenience by location can play an important role in the make-decision process to dine.

During the consideration which restaurant to have a meal, patrons frequently have a reliance
on online reviews and referrals from friends and family. Positive digital fame is likely to
attract customers' attention. Vietnamese restaurants are able to trigger dine-in intention by
promoting products and services over loyalty programs, good deals, and happy-hour special
discounts. Pay attention to dietary preferences for vegetarian, vegan, or gluten-free diet and
giving transparent information on allergens can be appealing to a wider range of guests.

2. Market Segmentation:

2.1. Customer segmentation

2.1.1. Geographic segmentation

Variables Frequency Percentage

Which district do you live in Da Nang

Hải Châu 18 12.2
Sơn Trà 16 10.8
Cẩm Lệ 22 14.9
Ngũ Hành Sơn 52 35.1
Thanh Khê 14 9.5
Liên Chiểu 22 14.9
Hòa Vang 4 2.7

30
There are distinct dry and rainy seasons in Da Nang. The first six months of the year, which
is the dry season, will see a heavy influx of tourists. This may be an indication of how the dry
weather remains regular across most of the year. A minor coolness in the air may occur at the
same moment, however it doesn't happen very often. With a succession of downpours and
blustery winds, Da Nang ushers in the rainy season for the next six months. Locals rarely
visit public places like restaurants and cafes; instead, they prefer to stay at home and order
takeout.

According to the geographical survey results, it's evident that a significant portion of survey
participants are located in the Ngu Hanh Son area (35.1%). The second and third most
surveyed areas are Cẩm Lệ and Liên Chiểu, both at 14.9%. These three areas are not only
close to the restaurant's location but also represent the target customer segment we are
focusing on. The remaining districts also show promising figures, with districts like Hải Châu
(12.2%) and Sơn Trà (10.8%) being potential secondary locations that could attract visiting
customers to the restaurant.

2.1.2 Demographic segmentation

Variables Frequency Percentage

Gender
Male 40 27
Female 106 71.6

Others 2 1.4

Age Group
Under 25 75 50.7
From 25 to 30 22 14.9
From 30 to 35 22 14.9
From 35 to 40 9 6.1
From 40 to 45 15 10.1
Above 45 5 3.4
Educational Level
Secondary 2 1.4

31
High School 5 3.4
Junior college 6 4.1
College 122 82.4
College Master's 10 8.1
Degree Doctorate 1 0.7
Income
Below 5 mil 49 3331
5mil5 to 9mil5 27 18.2
9m5 to 13m5 30 20.3
13m5 to 20m5 18 12.2
Above 20m 11 7.4
I have no income 13 8.8
Current relationship
I'm single 64 4432
I'm dating 44 29.7
Got married and no offspring 10 6.8
Got married and have
offspring(s) 30 20.3

Strikingly, the data reveals that nearly half of the participants fall under the age of 25,
implying a significant youth presence. This observation may suggest a strong engagement or
interest from the younger demographic, pointing towards a potential trend or affinity within
this age group. Furthermore, the table displays an interesting balance between the 25-30 and
30-35 age groups, both accounting for 14.9% each of the pie, although the remaining
segments are indicated to have low data. In summary, the dominance of participants under 25,
coupled with the balanced representation of individuals in the 25-30 and 30-35 age groups,
underlines the significance of the younger generation's involvement, while hinting at a
sustained interest from individuals in the late twenties and early thirties. However, this might
be the sign for the project to take a turn towards the younger customer segments due to the
possibility of openness. In that same table, it can be seen that most of the participants are
female, and make participants take up only one fourth of the whole. Therefore, this result
might be helpful when combined with the information below, thus concluding the behaviour

32
traits and interests of the potential customers and strategizing the suitable marketing solutions
for the psychology strike. Most of the participants are highly-educated, a considerable
number of participants have advanced educational level (90%). Although not representing the
whole sample, the higher level of education might positively affect their senses, recognitions,
indulging ability, and openness of those very customers. This table also highlights the
monthly income distribution within a population. The majority, at 33%, earns below 5
million, pointing to a significant portion grappling with financial constraints. Additionally,
those earning between 5.5 million to 13.5 million constitute sizable segments at 18.5% and
20.5% respectively, suggesting a stable middle-income group. Outliers, including those with
no income or over 20 million, are statistically insignificant, indicating a primarily
moderate-income population. Understanding the factors influencing income disparities within
each segment could offer valuable insights into pricing strategy and value incorporation. The
last row of the table illustrates the distribution of marital statuses within the surveyed group.
A significant 42.5% are single, while 30.1% are in a dating relationship, highlighting a
substantial proportion of individuals in the early stages of romance. Moreover, 20.5% are
married with children, indicating a considerable demographic balancing the responsibilities
of both marriage and parenthood. Though data for those married without offspring is
inconclusive, it hints at a distinct subset within the married population.

2.1.3. Psychographic segmentation

Variables Frequency Percentage
Openness level for new things
Hesitate to try and hardly do 50 33.8
Hesitate to try but will 46 31.1
Agree but sceptical 42 28.4
Ready to try 10 6.8
Conscientiousness for values
Very impulsive 74 50
Impulsive sometimes, but consider 48 32.4
Think carefully before buying 26 17.6
The level of sociability
social butterfly 38 25.7
quite sociable 62 41.9
reserved but can socialize 42 28.4

33
very reserved, prefer comfort zone 6 4.1
Emotional pattern
Sensitive and overwhelmed 49 33.1
Mood-swing frequently, but controllable 27 18.2
Emotionally resilient 30 20.3
Well regulated 18 12.2
Thoughts about the Wabi-Sabi
Love it and want to try to 58 39.2
Love it and like to know 65 43.9
Quite nice but doesn’t suit me 11 7.4
Only heard of it 4 2.7
Never heard 10 6.8
Feeling about cultural cuisine fusion
Interesting and worth trying 89 60.1
fine but keep the culture’s originality 54 36.5
Don’t really care 1 0.7
Feel hesitate to try 4 2.7
Cultural appropriation, I opposed 0 0

Examining the psychographic segmentation for Mộc Bistro provides valuable insights into
the diverse preferences and attitudes of potential customers. The statistical breakdown reveals
distinct clusters within the customer base, each characterised by unique psychological traits.

A significant portion of individuals, constituting 33.8%, approach new experiences with

caution and hesitate to try unfamiliar things, reflecting a more conservative and risk-averse
mindset. On the other hand, the 31.1% who express a willingness to try, albeit cautiously,
showcase a more open yet measured approach to novel experiences. The 28.4% who agree
but remain sceptical suggest a somewhat open segment but harbours reservations,
emphasising the importance of addressing concerns and building trust. 6.8% of the population
is eager to try new things and is a smaller but active group. This presents a chance to develop
products that appeal to their spirit of adventure.

A significant 50% of those who are conscientious about values have highly impulsive
decision-making styles, which highlights the need of developing tactics that work with

34
spontaneity. Offerings can be aligned with both impulsivity and ethical considerations by
taking into account the 32.4% of people who are occasionally impulsive but still consider
values. Emphasising principles and ethics in marketing and menu presentation is crucial, as
seen by the 17.6% of buyers who exercise caution before making a purchase.

The analysis of sociability shows a continuum from the outgoing butterfly (25.7%) to the
extremely reticent, who prefers to stay in their comfort zone (4.1%).

Customer happiness can be increased by designing a dining experience that accommodates a

range of social tastes, from lively and interactive to quiet and private.

When it comes to emotional patterns, the data points to a varied picture: 33.1% of
respondents are sensitive and quickly overwhelmed, 18.2% have manageable mood swings,
20.3% are emotionally resilient, and 12.2% have well-regulated emotions. This emphasises
how crucial it is to create a setting that can meet different emotional demands.

There is a lot of interest in Wabi-Sabi, as seen by the 39.2% who said they would like to try it
and the 43.9% who said they liked it and were willing to learn more. Marketing that speaks to
the allure of Wabi-Sabi and integrates its tenets into the dining experience will appeal to a
sizable section of the guests.

Finally, opinions regarding the fusion of cultures in food show a strong level of curiosity,
with 60.1% of respondents thinking it sounds intriguing and worthwhile. Sustaining customer
trust requires highlighting the authenticity of cultural fusion, acknowledging objections
(2.7%), and rejecting cultural appropriation (0%) in an assertive manner.

After analysing the data, it is clear that most of the participants have very open personality
qualities. A few show some partial reticence but still have a lot of potential to be open, which
bodes well for market penetration.

Decision-making tendencies reflect an easy-going attitude among most, either partially or

extremely conscientious towards values, with a minimal inclination towards impulsive
purchases. The sociability aspect stands out, indicating a predominantly sociable audience,
even among those categorised as reserved, suggesting a favourable environment for market
penetration. Emotional patterns show a slightly unstable yet controlled state for the majority,
presenting an opportunity for further impulsive, emotion-driven purchases. In summary, the

35
analysis points towards a positive landscape, with a receptive audience open to new
experiences and potentially responsive to strategically tailored marketing efforts.

2.1.4. Behavioural segmentation

Variables Frequency Percentage

Leading criteria for choosing restaurant
Tasty food/ drink 133 89.9
Price 117 79.1
Cleanliness 115 77.7
Design/ Atmosphere 83 56.1
Service 81 54.7
Accessibility to office/ home 29 19.6
Reputation 24 16.2
Promotion 24 16.2
Have been reviewed 58 39.2
Serving time 42 28.4
Staff’s attitude 105 70.9
Menu diversity 56 37.8
Prefer it if a restaurant has a story to
convey to customers throughout their
experience?
Yes 110 74.3
No 6 4.1
Doesn’t matter 32 21.6
How often do you go to a restaurant
recently ?
Frequently 24 1162
Occasionally 57 38.5
Once in a while 43 29.1
Only on special days 38 25.7
Which meal time do you visit a
restaurant the most?
Breakfast 12 8.1
Lunch 22 14.9

36
Dinner 132 89.2
Afternoon snack 18 12.2
How much would you spend for a
restaurant meal in general?
Below 100.000 7 447
From 100.000 to 500.000 80 54.1
From 500.000 to 1.000.000 36 24.3
From 1.000.000 to 2.000.000 10 6.8
Above 2.000.000 1 0.7
From 500.000 to 1.000.000 14 9.5
Come back to the restaurant again, if
the experience is good?
Yes 129 87.2
No 1 0.7
Depending on my mood 18 12.2

The primary criteria for choosing a restaurant highlight the paramount importance of tasty
food and drinks (89.9%), underscoring the significance of culinary excellence. Additionally,
cleanliness (77.7%) and design/atmosphere (56.1%) are crucial considerations, emphasising
the need to blend Vietnamese cultural elements and Wabi-Sabi aesthetics seamlessly into the
dining environment.

The survey indicates a substantial interest (74.3%) in restaurants that convey a story to
customers. This aligns perfectly with Mộc Bistro 's unique proposition of combining
Vietnamese cultural elements and Wabi-Sabi aesthetics, providing a narrative-rich dining
experience. Understanding this preference allows Mộc Bistro to craft storytelling elements
that resonate with its patrons.

The majority (38.5%) decide to visit infrequently, which is an opportunity for Mộc Bistro to
periodically develop unique experiences that are consistent with its theme of culture and
aesthetics.

Dinner is the most popular lunchtime for restaurant visitors (89.2%), which provides Mộc
Bistro with important information about how to best tailor its menu and promotions during
this busy time.

37
When it comes to spending preferences, a sizable percentage (54.1%) would spend between
100,000 and 500,000 VND, demonstrating an understanding of the target audience's
sensitivity to pricing. This knowledge can help Mộc Bistro price its products profitably while
meeting the needs of its clients with different budgets.

Finally, the overwhelming majority's (87.2%) readiness to come back if they had a positive
experience highlights how crucial it is to continuously provide top-notch service and preserve
the unique cultural and visual qualities that make Mộc Bistro what it is.

This behaviour segmentation breakdown for Mộc Bistro essentially emphasises the special
fusion of Wabi-Sabi aesthetics, cultural components, and culinary quality that draws and
keeps patrons. Developing tactics that suit these inclinations guarantees customers a unique
and unforgettable dining experience.

2.2. Target market

Segment 1 Segment 2 Segment 3
Characteristic
Culture seeker Novelty seeker Comfort seeker
Regional cuisine Fusion food
Familiar food
and cooking method
Cultural decor and Authentic atmosphere
Comfortable environment
atmosphere with acceptable novelty
Valued ideal Experimental menus
Cultural staff attire Calming Decor
restaurant
factors Local ingredient Unusual ingredient Friendly Service
Authentic Unconventional
Familiar presentation
presentation presentation
Cultural stories,
Enjoyable experience
hospitality Comfort Food Options
Immerse in various
Adventure and travel Physical comfort
culture

Language learning
Key lifestyle culinary, cultural
Emotional well-being
factors exploration

38
 Respect for Challenge and learn new
Safe and farmility
diversity things
Seek out an immersive
Participate cultural Work-life balance
experience
exchange program

Collected souvenirs Minimalism and decluttering

Multicultural Network and socializing
Nature and outdoors
friendship

Typical usage Breakfast, lunch, Breakfast, lunch, dinner

Brunch, dinner, drinks
pattern dinner

Number in
party 1-4 1-4 2-6

Diverse approaches to
Consideration All-inclusive, Food and
unconventional culinary
choices Local venture coffee chain
experiences.

2.2.1. Culture seeker

39
The group known as "culture seekers" is diversified, usually over 20 years old, has at least a
college degree, and makes over 10 million units of local currency. They are known for their
intense curiosity about different cultures. When selecting restaurants, they adore local
ingredients, traditional staff attire, cultural ambiance, and true regional cuisine. Their
immersion lifestyle includes learning a language, attending festivals and cultural events, and
gathering mementos. Their restaurant selections, whether they are dining alone or in small
groups, demonstrate their strong appreciation for cultural diversity and their willingness to
interact with people from all backgrounds.

2.2.2. Novelty seeker

Novelty seekers are characterised by their desire for unusual dining experiences. They are a
vibrant group that is mainly over 20 years old, has a college degree, and makes more than 10
million units of local currency. They are attracted to uncommon ingredients and unique
culinary presentations, and they enjoy fusion cuisine, experimental menus, and participatory
eating experiences. Their adventurous spirit, love of food and culture, and never-ending drive
to grow and learn are characteristics of their way of life. Open to last-minute plans, they
embrace an array of innovative culinary experiences, from themed restaurants to immersive
dining. Whether it's breakfast, lunch, or dinner, novelty seekers are open to anytime dining,
making them a versatile and adventurous demographic group.

40
2.2.3. Comfort seeker

Comfort seekers, predominantly female, primarily over 25 years old, and with at least a
college education, prioritise physical and emotional well-being, seeking security and
familiarity. They gravitate toward familiar foods and comfortable environments, preferring
minimalism and decluttering in their lifestyles. Balancing work and personal life is vital to
them, as is a connection to nature and the outdoors. They opt for brunch, dinner, or drinks,
often dining in small groups of 2-6, and favour all-inclusive or food and coffee chain options.
Whether dining solo or with friends and family, comfort seekers emphasise contentment,
health, and a stress-free dining experience.

3. Competitor analysis

Competitor analysis is examining and identifying primary competitors, evaluating their goals,
strategies, strengths, weaknesses, and response patterns, and ultimately deciding which
competitors to engage (Philip Kotler and Gary Armstrong, 2017). The competitive frame of
reference to make a comparison based on the point of difference (PODs) and point of parity
(POPs) for the reason that it provides valuable insights for businesses in terms of the nature
of competition to refine our strategies, enhance their competitive position, and meet the
dynamic demands of the market, which enables us to find the right balance between industry
norms and unique value propositions. Points of Difference are described as characteristics
that create a strong association with brands, garner positive evaluations from consumers, and

41
are not easily found to the same degree in comparison to other competitors while Points of
Parity attribute may be shared with other brands, and it is essential and expected within a
particular industry (Philip Kotler and Gary Armstrong, 2017).

Intended Points of Difference Intended Point of Parity

Ethnic restaurants distinctive flavors, ambiance, service quality, variety menu

(direct competitor) cultural values

Bistro-styled Fusion food, stylish decor, service quality, variety menu

restaurant premium ingredient
(indirect
competitor)

Mộc Bistro Fusion food, stylish decor, service quality, variety-mixing

distinctive flavors, ambiance, menu
cultural values

3.1. Direct competitor

Customer Product Product

Target market
Awareness Availability differentiation
Family
10:00 - 21:30 Hanoi flavors

Awareness about Family-friendly

the product or Tourists
atmosphere
brand's existence Hanoi flavours
Com Nha Vui Diverse specialty
is present, but it such as hotpots,
is limited in pho rolls, shrimp Fresh and
Lovers of
scope. cakes from West meticulously
authentic
lake prepared food
regional cuisine
Convenient
locations
Aware of the
Authentic
product or Japanese cuisine
Banjiro Grilled 11:00- 14:00 Japanese
brand's existence, lovers
experience
but have limited

42
 knowledge about Intimate Cozy Foreign resident
17:00- 22:00
it. ambiance and tourists
Diverse menu, Friendly and Couples and
divided into polite service small groups
sections such as Food enthusiastic
grilled skewers
for snacks, Fresh and
appetisers such delicious Quality-consciou
as soup & salad, ingredients s dinner
side dishes.
Authentic Thai
taste Local residents
10:00 - 22:00

Understanding of Featured with: Expansive

the product and Families, groups
Clam salad, Thai presence
brands over Hot Pot,
Thai Market Cultural
marketing PadThai, Seafood connection
materials and vermicelli salad,
broad coverage. Fragrant Rice,
Mango Sticky Accessibility Tourists
Rice, Red and with strategic
Green Thai Tea, location
Curry
Cultural
10:00 - 14:00 Taste, Asian,
explorers
17:00 - 22:00 Organic

Featured with: Quality

well-informed Dimsum, ingredients Diners seeking
about the dumplings, rice, unique dining
Distinctive experiences
restaurant noodles. Along Chinese design
C.TAO Chinese potential with the skillful
restaurant customers are combination of Culinary
more likely to ingredients and entertainment
active consider medicinal
dining flavours such as Special occasion
sea cucumber, Special occasion celebrants
abalone, fish celebration
fin... in Hong
Kong cuisine

43
This table offers valuable insights into three distinct eateries, shedding light on their level of
The direct competitor directly targets the same customer base and competes similarly as the
subject firm . In this scenario, Mộc Bistro will curate a collection of restaurants catering to
individuals intrigued by diverse cultures, passionate about culinary experiences, and
discerning diners seeking a departure from their everyday routines. These selected
establishments will share commonalities in offering exotic flavors, authentic restaurant
designs, opportunities for cultural exploration, and a shared objective of providing an escape
from the normal daily life. Ethnic cuisine is regarded as a culinary style tied to a specific
region, typically mirroring the distinctive traits of its local origin (Clemes, Gan and
Sriwongrat, 2013).

All types of eateries strive to deliver essential elements, including top-notch service, a varied
menu, and convenient dining options in desirable locations. Additionally, in terms of
distinguishing features, Vietnamese establishments prioritize regional values and offer iconic
Hanoi home-style flavors, presenting signature dishes like lau ech, pho cuon, and banh tom
ho tay. They craft a distinctive dining experience that caters to both locals and visitors by
seamlessly blending modern and traditional elements, resulting in a spacious and inviting
ambiance.

Japanese eateries - Banjiro differentiates itself by accentuating cultural values and ambiance.
Their three-story restaurant boasts a Japanese-style interior, complete with private rooms,
creating a unique atmosphere. The menu is diverse, featuring distinctive flavors spanning
skewers, appetizers, sushi, sashimi, and traditional Japanese Teishoku.

Thai eateries carve out their identity by spotlighting cultural values and creating a distinctive
ambiance adorned with various Thai paintings and cultural artifacts. They incorporate diverse
materials, such as glass doors and rough textures, to enhance the overall dining experience.
Complementing this, they offer authentic Thai flavors that set them apart.

Chinese restaurants establish their unique identity by incorporating distinctive traditional

Hong Kong flavors, cultural values, and an element of escapism. They curate a nostalgic yet
sophisticated ambiance, providing patrons with a distinctive and immersive dining journey.

As we can see, these ethnic restaurants set them apart through their authentic flavor and
regional decoration style. However, they do not conduct the inclusion of cultural events or

44
interactive experiences for customers to have a deeper understanding of the cultural aspects
of the cuisine.

3.2. Indirect competitors:

(Adom, Nyarko and Som, 2016). These restaurants are not direct competitors, but they can
still influence your business by attracting some of our customers. Within a radius of 2.5km,
Mộc Bistro has identified indirect competitors such as MeliOh Bistro, and Au Fusion.

Customer Product Product Target

Awareness Availability Differentiation customers

Unique Design
8:00 - 10:30 and Scenic Romantic Diners
Location

Possess a level of Cultural Fusion

Tourists
familiarity Cuisine
As a fusion of
Be likely to have Asian and
Melioh Bistro come across the European Diners Seeking a
Romantic
restaurant over cuisine, the food Memorable
Riverside Setting
promotional and drink menu Experience
materials. is extremely
diverse and
Avid
prominent in the
Quality and Photographers
set menus.
Excellence and Social Media
Enthusiasts

Know about it to 9:30 am - 2:00 Neat and Cozy

Au Fusion Food Enthusiasts
some extent pm Appearance

45
 Probably saw the
restaurant in ads
or promotional
materials.

Meticulous
Attention to Each Couples
Dish

Diverse Fusion
Families
Menu
4:30 pm - 10:00
pm
Celebration-Seek
ers
Private, Airy
Space
Asian - European Local Residents

cuisine, and Visitors

highlighting
steaks, pizza, Stylish Check-In Social Media
fusion set menus Corner Users

In analysing MeliOh Bistro, it's evident that this restaurant stands out in the highly
competitive dining landscape of Danang. Notably, it has achieved a moderate to high level of
customer awareness, owing to its remarkable and unique design resembling a bird nest,
coupled with its prime location along the Han River. Opening its doors from 8:00 to 10:30,
MeliOh Bistro caters to breakfast and brunch enthusiasts, a less common offering in the
restaurant industry, providing customers with a unique and picturesque morning dining
experience. The restaurant's value proposition is built on several compelling pillars, including
its one-of-a-kind design, a menu featuring a fusion of Asian and European cuisines, a
romantic riverside setting with captivating views, and a steadfast commitment to quality and
excellence. These elements combine to create a powerful incentive for customers to choose

46
MeliOh Bistro for their dining endeavors. MeliOh Bistro's target customer base encompasses
a diverse array of patrons, including couples seeking romantic dining, tourists in search of
memorable experiences, and photography enthusiasts who appreciate the restaurant's
photogenic charm. The level of familiarity with the restaurant is likely to be moderate,
primarily attributed to promotional materials and its distinct architectural design, which
enhances recognition.

Au Fusion, with its unique fusion cuisine, offers a dining experience that caters to a diverse
range of customers. With two unique hours of operation (9:30 am to 2:00 pm and 4:30 pm to
10:00 pm), the restaurant accommodates both lunch and dinner patrons. Boasting a neat and
cozy appearance and a private, airy space, Au Fusion creates a welcoming atmosphere
suitable for intimate gatherings, couples, and families alike. The meticulous attention to each
dish on their diverse fusion menu reflects a commitment to quality and culinary creativity.
With a stylish check-in corner, the restaurant taps into the social media trend, targeting food
enthusiasts and tech-savvy customers who appreciate sharing their experiences online. The
establishment's broad appeal extends to celebration-seekers, local residents, and visitors,
positioning Au Fusion as a versatile and aesthetically pleasing dining destination for a variety
of occasions.

3.3. Porter's 5 Forces Model

Five Forces Model by Porter is method concentrating on the various factors that mould and
impact an industry’s competitive landscape, which is essential for assessing a company’s
position in the market and devising effective strategies to contend with competitors
(50MINUTES.COM, 2015).

3.3.1. Power of buyers (Moderate)

● The magnitude of each purchase is relatively small, and consequently, it does not
wield a significant influence on the overall daily revenue

● Guest have many alternatives to opt for

● The similar positioning between ethnic models and the blurring differences across
bistro-styled strategies

47
 ● The target market comprises consumers with a polycultural ideology and
cognitive needs, prioritising factors other than price sensitivity

Buyer’s power this market is influenced by several distinctive factors. Firstly, the relatively
modest volume of each purchase minimises its impact on overall daily revenues, thereby
diminishing the bargaining power of individual buyers. Moreover, the target market,
characterised by consumers embracing a polyculturalism ideology and possessing cognitive
needs prioritising factors beyond price sensitivity, further complicates traditional buyer-seller
dynamics. This unique consumer profile suggests that buyers in this market are less swayed
by price fluctuations and more focused on diverse cultural considerations. Additionally, the
blurring distinctions between ethnic models and bistro-styled strategies contribute to a
complex landscape, limiting the ability of buyers to easily switch between alternatives. As a
result, the power of buyers in this context is nuanced, shaped by a combination of purchasing
patterns, cultural values, and evolving market strategies.

3.3.2. Power of suppliers (High)

● A menu with diverse supplies can easily be difficult

48
 ● Many supplies must be harvested seasonally

● Low bargaining power for suppliers

● High cost of raw material and high competitive price

This element of Porter's five forces shows that supplier power is a big problem for Mộc
Bistro . The Mộc Bistro menu is very diverse and includes 3 main parts:
Vietnamese-Japanese fusion dishes, snacks, and drinks. The dishes are inspired by Japan but
have Vietnamese flavours such as “Shirataki Bò Huế”, “Soba xá xíu”, “Kiri Mochi”,
“Teishoku Set”... or snacks such as “U me dầm” with the main ingredient Bac Kan apricot. ...
these dishes focus on Japanese and Vietnamese ingredients, so they require many sources of
supply to meet these relatively new ingredients in the Vietnamese market. Besides, dishes
such as pickled “U me dầm”, lychee tea, and mulberry... are the main seasonal ingredients.
After the season passes, it requires us to buy out-of-season ingredients at a higher price. Mộc
Bistro is a new brand and the ability to find and negotiate with many suppliers sometimes
faces many challenges when many ingredients are not too abundant.

3.3.3. Threat of substitutes (Moderate)

Substitute products introduce alternatives within a sector, addressing comparable needs in

distinctive or innovative ways. Examples include Japanese coffee houses like Hichi, Ikigai,
and Vat The, Korean-style establishments such as Reply 1988 and Incheon, and Vietnamese
coffee spots like Cong ca phe and Ut Tich. These cafes contribute to a novel or relaxing
ambiance with their unique regional themes.

● The cost for each purchasing at the Cafe shop is low

● The absence of experiential values and a more profound engagement with flavours in
a cafe setting
● Customers can do it at home to reduce costs

The cafe shop's affordability, characterised by a low cost per purchase, enhances accessibility
for a diverse audience, catering to both novelty seekers and comfort seekers. This cost
advantage facilitates engagement with a broader range of individuals. On the contrary, Mộc
Bistro 's differentiation through an enriched dining experience, infused with distinct
experiential values, fosters a robust connection with regional values. Customers can make it

49
at home to reduce costs. However, coming to Mộc Bistro not only for the food but also for
the healing value service taken from the Wabi-Sabi philosophy of life. This strategic
approach helps reduce vulnerability to substitute offerings, aligning with the dynamics
outlined in Porter's Five Forces model.

3.3.4. Threat new entrants (moderate)

● Easily build a small and medium Vietnamese restaurant

● Restaurants are not connected to the stories embedded in each detail of the
experience

● Building a Japanese restaurant with a diverse and standard menu is very rare

● Create a unique brand identity among similar brands.

An analysis shows that Mộc faces a significant force of new entrants due to the following
factors. It can be seen that the cost of renting and building a small and medium-sized
restaurant specialising in Vietnamese and Japanese dishes is currently not too high and the
cost is relatively moderate, making it convenient for businesses to easily establish a new
restaurant next door. In the first half of this year, a series of restaurant businesses such as The
Gypsy, Tra house Bistro... and cafes such as Hichi, and Today Coffee... were launched. The
above restaurants and cafes all have their own advantages. Unique and impressive style,
typically The Gypsy restaurant and bar with a trendy design space located on the hotel's
rooftop combined with a dome to create a panoramic view of the beautiful Han River. The
menu here is eye-catching Mediterranean dishes or Tra house bistro, a bistro restaurant that
highlights the enjoyment of Vietnamese Tea and modern drinks combined with Fusion
cuisine, and Eastern and Western culinary traditions. Not only the restaurants but also the
cafes above, we can easily see that the enthusiasm and amount of capital invested in building
the brand is not small, but those restaurants and cafes still cannot satisfy customers without
creating connections with stories embedded in every detail of the experience. Mộc Bistro is
still a fairly new brand to everyone, but at Mộc, the stories are closely linked through the
brand, design, menu, or small decor details through the Wabi-sabi life philosophy.

3.3.5. Threat of competition (High)

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The number of businesses operating in the industry, their varying sizes, and the extent of their
market share all have an impact on the danger of competition. These factors is divided as
follow

● The numerous amount of competitors

● The Food & Beverage industry, specifically ethnic branch growth is strong

● There are high exit barriers and low entry barriers

● Based on their comparable placement, ethnic restaurants vary little in degree.

The Food and Beverage industry, particularly in the ethnic branch, is witnessing a significant
surge in competitors amid robust growth fueled by the increasing trend of delving into
diverse cultures and a rising influx of tourists seeking culinary experiences. Despite the high
number of players in this dynamic landscape, the barrier to entry remains low, enabling new
entrants to establish themselves with relative ease. However, once established, the barriers to
exit become formidable, indicating that withdrawing from the market can be a challenging
undertaking. Notably, there is a limited degree of differentiation among various types of
ethnic restaurants, as many establishments adopt similar positioning strategies, contributing
to a competitive landscape characterised by a certain level of homogeneity.

4. SWOT

Several people suggest using the SWOT (Strengths, Weaknesses, Opportunities, and Threats)
framework as an analytical technique to classify important environmental aspects that are
both internal and external to the organization. (Christophe Speth, 2016). In the business
report of Mộc Bistro , the restaurant fusion Vietnamese and Japanese cuisine with the
Wabi-Sabi messaged lifestyle. SWOT analysis can be employed to evaluate the following
factors:

Strength:

The Mộc Bistro 's strengths lie in its strategic location, positioned near popular entertainment
spots and tourist attractions on a main road, ensuring a constant influx of both local residents
and tourists. Its superior facilities, which are decorated in a distinctive Wabi-Sabi style, also
provide a calm and unique atmosphere that distinguishes it from rivals. Utilizing the

51
influence of well-known social media channels for marketing purposes contributes to the
development of a devoted clientele, and a varied menu suits a wide spectrum of visitors with
different tastes and dietary requirements. A significant selling point of the cafe is its inventive
fusion food, which combines traditional regional flavors with innovative elements that appeal
to local tastes and standout elements for tourists. Additionally, providing this fusion
experience at a reasonable price—as opposed to the usual exorbitant costs—is a competitive
advantage that draws in clients on a tight budget. Last but not least, incorporating the
Wabi-Sabi principle into both architecture and service operations produces a vibrant and
engaging visitor experience that raises client satisfaction and encourages good
word-of-mouth. It can be advantageous to have professional staff and qualified chefs on hand
to help assure food quality and service.

Weaknesses:

Mộc Bistro, a recently established brand in a very competitive sector, has a number of
difficulties. First of all, creating brand awareness can be difficult, and even if the combination
of Vietnamese and Japanese food is distinctive, it might take some time for consumers to
understand and value. A further financial difficulty is the comparatively high monthly rental
fees. Moreover, it can be difficult to communicate through goods and services the intangible
qualities based in the Wabi-Sabi philosophy and the small network of partnerships that form
the foundation of the guest experience. Developing a communication plan that encourages
potential customers to try something new while also setting reasonable expectations is a
challenging issue for the company. In the cutthroat restaurant business, Mộc Bistro's success
will depend on its ability to overcome these challenges.

Opportunities:

Mộc Bistro is ideally situated to serve patrons seeking gastronomic encounters that provide
profound emotional connection, peace within, and happiness among an unstable world. The
restaurant can also take advantage of the expanding number of travelers who value unique
and unusual dining experiences. Not only does Mộc Bistro fit this gap, but it also tackles the
lack of fun in Danang's Vietnamese eateries and the scarcity of cafe-dining options, which
distinguishes it as a special place. Its attractiveness and significance in the changing culinary
environment are further enhanced by the fact that it follows the trend of consumers favoring
locally sourced products.

52
Threats:

The food and beverage (F&B) sector in Da Nang is fiercely competitive, emphasizing both
cost and accessibility. Numerous themed restaurants and cafes are constantly appearing, with
an emphasis on aesthetics. It could be necessary to use unique strategies to compete in this
environment. Extremely fierce competition in the restaurant and cafe industry can be a big
risk, especially with the emergence of large competitors. Economic downturns, or unexpected
events, could affect consumer spending when dining out. Consumer preferences and trends in
the food industry can change rapidly, making it important to stay updated and adapt.
Dependence on seasonal and local ingredients can be a threat if there are disruptions in the
supply chain.

Strength (S) Weaknesses (W)

New businesses enter a large competitive

Concept with unique Wabi-Sabi style.
market

Provide a diverse menu to satisfy broad range

The monthly rental price is relatively high
of guests

The unique fusion delivers traditional

The combination of Japanese and Vietnamese
regional flavor, easy to persuade the local
cuisine may be difficult for some customers
taste and deliver regional distinctive factors
to understand or appreciate
to tourists.

Offer a fair and affordable price for a fusion

Partnership has not been expanded
experience

Difficulty in creating a communication

Quality Chefs and Staff
strategy based on realistic expectations

Opportunity (O) Threats (T)

When customers seek culinary experiences

The F&B industry in Da Nang is highly
that reach deeper levels of emotion
competitive

Tourism is increasingly expanding Unstable economic situations

The limited availability of cafe-dining Consumer preferences and trends in the food
restaurants in Danang. industry can change rapidly

53
The absence of a playful element in
Vietnamese cuisine restaurant in Danang Dependence on seasonal and local
Local ingredients are gradually being ingredients
prioritized by many customers

5. BCG. Matrix
The Growth Share Matrix, or BCG Matrix as it is commonly called, is a strategic
management technique used for portfolio analysis at Boston Consulting Group. Designed to
assist firms in analysing their business units or product lines based on their relative market
shares and market growth rates, the Boston Consulting Group created it in the early 1960s.
(The BCG Growth-Share Matrix Theory and Applications (50minutes). To analyze Mộc
Bistro 's position in the BCG (Boston Consulting Group) matrix based on the information
provided about competitors and its own characteristics, we need to consider two main factors:
market share and rate of expansion. Businesses are categorized by the BCG Matrix into four
quadrants: Stars, Cash Cows, Question Marks, and Dogs. (The BCG Growth-Share Matrix:
Theory and Applications, 2015)

Banjiro Grilled is recognized by customers and has a diverse menu aimed at the young
market. The space is relatively small but offers a variety of Japanese dishes at reasonable
prices. With its popularity and diverse menu, Banjiro Grilled can be considered a "Star" with
high growth potential on the market. Market.

Thai Market is a reputable restaurant chain with many branches, targeting tourists, family
groups and the younger generation. It excels in traditional market promotion and regular
updates on social media. The Thai Market can be classified as a "Cash Cow" with stable
market share and continuous profitability. Its long-standing presence and ability to serve
different customer segments contribute to its stability.

Com Nha Vui is recognized but faces competition and has room to improve its marketing.
Targeting families, tourists, and office workers with a diverse menu with flavors from the
Central region and Hanoi. Com Nha Vui could fall into the “Question Mark” category,
showing potential for growth with improved marketing efforts and a unique identity.

According to BCG matrix analysis, Mộc Bistro may fall into the "Question Mark" category:

54
 BCG Matrix
Mộc Bistro can be positioned as a Wabi-Sabi inspired cuisine restaurant with an emphasis on
local and seasonal ingredients. It focuses on creating a unique combination of Japanese and
Vietnamese flavours. Based on the emphasis on uniqueness and combination, Mộc Bistro
can be considered a "Question Mark" with the potential to increase growth, especially if it
effectively communicates its unique value proposition and captures a broader market. Take
advantage of the unique fusion concept of Wabi-Sabi inspired cuisine, emphasising local and
seasonal ingredients. Increase marketing efforts to increase brand awareness, especially on
social media platforms. Collaborations or events highlight the cultural storytelling aspect of
food. Evaluate the menu to ensure compliance with Wabi-Sabi principles of economy and
simplicity, avoiding ingredients that may conflict with these principles. BCG's analysis shows
that Mộc Bistro has the potential to grow as a unique and innovative company in the market,
similar to other "Question Mark" competitors. Strategic marketing and focus on unique value
propositions will be essential for Mộc Bistro to capture a larger market share.

6. Value proposition

55
Mộc Bistro offers a unique and rich culinary experience, perfectly combining the elegant
visage of Japanese cuisine with the vibrant, diverse flavours of Vietnamese cuisine. Our
mission aims to capture Vietnamese nostalgia with an unconventional shelter through
marrying local, in-season ingredients with a hint of Japanese flair. We aim to transport our
customers to a world where they can enjoy the harmony of flavours, experience the serenity
of aesthetics, and embark on a culinary adventure that nourishes the whole body and soul.

6.1. Value proposition canvas

Our establishment meticulously aligns with the preferences and needs of our valued
customers, ensuring a seamless Fit in our value proposition. Recognizing the diverse jobs,
pains, and gains that resonate with our audience, we've crafted a culinary haven that
transcends mere dining. From providing a distinctive experience for exploration and social
gatherings to offering a taste of local cuisine and a comforting escape from daily life, our
approach is deeply rooted in understanding and addressing customer desires.

To alleviate common pains, we operate with extended hours from 7 am to 10 pm, ensuring
flexibility and accessibility. Our thoughtfully designed spaces, characterised by minimalist,
earthy colours and nature-inspired elements, evoke a sense of spaciousness and relaxation.
Nostalgia is sparked through our seasonings and sauces, creating a welcoming atmosphere
where staff interactions are pleasant and engaging.

56
Our menu is a symphony of cultural elements, featuring local ingredients, people, and
ambiance. The special set menu showcases creative presentations, providing a
high-compatibility fusion of novel yet familiar tastes. We cater to both vegan and non-vegan
preferences, with well-educated staff ready to offer personalised recommendations,
enhancing guest product knowledge.

Embracing a Wabi-sabi themed ambiance, we value peacefulness, while our logical

operational system ensures a smooth workflow. With need-based space division and various
options available, our establishment is committed to providing a comfortable and safe setting,
promoting a sense of connection, relaxation, and joy in every dining experience.

6.2. Value proposition:

Target customers Value proposition

Culture seekers Culinary fusion

Cultural immersion
Seasonal specialties

Novelty seekers Cultural Fusion cuisine

Regional ingredient
Culinary workshops
Limited edition tastings

Comfort seekers Home Style cuisine

nurturing ambiance
Friendly service
Cozy gathering
Soothing flavor

Certainly, here are the key ideas that constitute the value proposition of Mộc Bistro :

Fusion of Japanese and Vietnamese Cuisine: The restaurant offers a distinctive culinary
experience by harmoniously blending the timeless elegance of Japanese Wabi-Sabi principles
with the vibrant and diverse flavors of Vietnamese cuisine.

57
Celebrating Simplicity and Imperfection: Mộc Bistro 's mission is to celebrate the beauty of
simplicity and imperfection, fostering an environment where customers can embrace the
present moment and find serenity in the dining experience.

Tranquil and Aesthetic Atmosphere: The restaurant provides a tranquil and aesthetic
atmosphere that allows patrons to escape into a world of culinary harmony and aesthetic
serenity, creating a unique dining ambiance.

Meticulously Crafted Dishes: Mộc Bistro takes pride in curating meticulously crafted dishes
that tantalize the taste buds and elevate the soul, ensuring a high level of culinary excellence.

Holistic Culinary Adventure: The restaurant offers a holistic culinary adventure that
nourishes both the body and spirit, emphasizing the complete satisfaction of customers.

Mindful Dining: At Mộc Bistro , customers are encouraged to savor the unique blend of
flavors, fostering an atmosphere of mindfulness that enhances the dining experience.

Extraordinary Dining Experience: The goal is to provide an extraordinary dining experience

that transcends the ordinary, offering a memorable and exceptional journey for customers.

CHAPTER 3: ACTIVITY PLAN

1. Human Resources

1.1. Organisational Structure

An organizational chart is a graphic representation that shows the jobs, duties, and
interpersonal interactions inside a corporation in order to convey its internal structure. Based
on Mộc Bistro , it has been divided into three main divisions: Kitchen Department, Front of
house, Administrative division.

1.2. Roles and Responsibility

Founder

● Build a business plan

58
Founder will be the one to build the business plan, typically presenting the business model of
Mộc Bistro , analyzing the market, listing the products and services that Mộc Bistro
provides, and operating plan for marketing strategy. and sales as well as a detailed financial
plan.

● Establish mission and vision

Founder is also the person who sets the mission and vision to guide members towards a
common goal of serving customers well.
● Recruitment of staff
When establishing a restaurant, the Founder is also responsible for finding executive staff
who can oversee important operations of the business as well as support other employees in
production and transportation.
● Build initial capital
The Founder is also responsible for building initial capital sources to get the business off the
ground. Typically, it is possible to apply for loans or grants or use personal assets to pay for
initial business activities until the company is able to make a profit.
Manager
● Management of human resources team
Human resources are one of the important elements involved in the operation of a restaurant.
Therefore, management will be responsible for recruiting and training personnel, determining
the correct role of each employee, specifically scheduling work, monitoring employee
performance and taking measures to increase employee performance. productivity and
increased motivation
● Food hygiene and safety management
Restaurant managers need to understand and apply hygiene and food safety regulations set
forth by local authorities. This includes ensuring food hygiene compliance, proper food
storage and handling, and compliance with hygiene standards for work spaces and service
areas.
● Manage ingredients, dishes and create menus
Restaurant managers do not directly use and track inventory; but they must grasp the
information to arrange supplies, negotiate prices and sign contracts with suppliers. To manage
raw materials accurately. Besides, the manager is responsible for building the menu, deciding
which dishes will be served during a certain day or period of time to attract customers and
increase sales.

59
 ● Customer service management
Restaurant managers are responsible for maintaining and developing relationships with
customers. This includes ensuring professional and friendly service from staff, monitoring
food quality, meeting customer needs and requests, and handling complaints or complaints
well.
● Financial management
Restaurant managers must have knowledge of financial management to ensure effective
business operations. This includes budget planning and tracking, revenue and expenditure
management, profit optimization, cost control and cash management. Provide solutions to
save costs and boost sales .

Department 1 : Front of house

Waiter/ waitress

The main tasks Responsibilities

Implement ● Welcome guests: Greet the guests in a friendly manner,

customer service guide them to their table, offer them a welcome drink and
processes provide menu information.
● Taking orders: Service staff must listen and accurately
record customers' orders. Provide information about
restaurants and dishes if customers need advice and answer
customers' questions.
● Serving food and drinks: Service staff must ensure that food
and drinks are served as requested and presented attractively.
● Ensuring service quality: Providing professional and
friendly service. Ready to resolve customer requests or
complaints, ensuring customers' dining tables are always
clean and tidy.
● Calculate and collect money, give gifts, accumulate points:
After paying, the waiter lets the customer choose any
random fortune cake and accumulate points for guests after
giving cakes

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 ● Prepare the table for the next customer: After the customer
leaves the table, the waiter must clear the table and prepare it
for the next customer.

Ensure cleanliness ● Make sure the work area is always clean

criteria ● Make sure your clothes are always neat and clean while
working.
● Do not serve guests when they have a cold, fever, etc.
● Maintain restaurant equipment and immediately report to
management when detecting damage or chipping

Barista
The duties of a barista at Mộc Bistro will be someone with extensive experience specializing
in preparing non-alcoholic drinks such as Mocktails, Soda, milk tea... and specializing in
preparing coffee, including specific tasks and responsibilities.

The main tasks Responsibilities

● Prepare ingredients, start the machine and tools necessary

for mixing
Prepare ingredients ● Check whether imported goods and raw materials are
and tools eligible for use and in sufficient quantities
● Remove and report materials that do not meet standards
● Ensure cleanliness of the Mixing area, maintain restaurant
standards...

61
 Prepare drinks ● Receive orders and make drinks according to customers'
according to requests.
customers' orders ● Check that the drinks are of correct taste, quality and
beautifully presented according to standards.

● When the cleaning shift is over, tidy the work area,

inventory inventory, destroy and order goods if necessary,
When your shift clean machinery, and store materials neatly in the right
ends, get ready. place.
● Report to shift leader and manager.

Security Staff

The main tasks Responsibilities

Receive and keep vehicles ● For guests traveling by car:

and property for guests; Instruct guests to park in the right place
Parking for employees Monitor customers' vehicles carefully, absolutely
avoiding collisions between vehicles when entering the
parking lot.
● For motorbike riders:
Receive the vehicle from the customer, pull down the
vehicle's kickstand and quickly carry out parking
procedures for the customer.
Move the vehicle to the designated parking location
Monitor customers' vehicles carefully to avoid
collisions and loss of guests' personal items
When the customer leaves: take the car out for the
customer - deliver the correct car to the customer
● For employee vehicles:
Instruct restaurant staff to park properly

62
 Monitor employee vehicles carefully and control
vehicle entry and exit

Handle arising situations ● When customers have disruptive behaviour or

related to security issues in fight in the restaurant, security guards are
the restaurant responsible for stopping it immediately.
● Coordinate with relevant departments to find the
cause and resolve the incident. Report to the
restaurant manager if the incident is serious

Support the restaurant's

property maintenance and ● Record full repair content in the Repair Tracking
repair department Book, including: date and time, person
delivering the repair, repair content,...
● Check the electrical status in the refrigerator and
freezer areas in the kitchen; water pumps
·

Department 2: Administrative department

Sale & Marketing

The main tasks Responsibilities

- The Sales & Marketing department handles customer

management, collects and analyzes customer data to
Plan brand understand preferences and consumer behavior, and uses this
development and information to create effective marketing strategies.
sales promotion - The Sales & Marketing department manages the restaurant's
social network page, updating information, sharing engaging
content, interacting with customers, and maintaining the
restaurant's desired image and message.

63
 ● Marketing staff will capture information of loyal customers
Customer care
to plan care. Like sending congratulations on special
occasions of the year or sending information about
promotions to customers.
● Restaurant marketing staff will also regularly update
advertising news, introduce dishes, drinks, and combo
services. On popular platforms such as Facebook, Instagram,
website,.

Developing ● Seek and establish partnerships with other businesses,

partner organizations, hotels, or restaurants to enhance restaurant
relationships growth and marketing.

Accounting

The main tasks Responsibilities

● Receive daily invoices, import and export documents

from the warehouse department, purchasing department
Control invoices, and enter data into the system software.
receive and check ● Record and accurately calculate information including:
accounting costs, income planning, VAT, debt,... according to
documents restaurant regulations
● Store all types of invoices and documents in the right
location to avoid being lost, damaged, torn, etc

● Receive commodity quotes from suppliers of food,

drinks, raw materials,...
Control prices of
● Regularly monitor price fluctuations of suppliers' goods
imported goods
compared to market prices
● Notify the supplier to update the new price if there is a
price difference

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 ● Monitor the quantity of fixed assets and purchased tools
and equipment and enter them into the software
Manage fixed assets, according to regulations
tools and equipment ● On a monthly basis, coordinate with the Human
in the restaurant Resources department to check and evaluate damaged
tool data, prepare reports and deduct from service fees.

● Responsible for building salary scales for employees and

paying salaries to each employee department
Build salary scale for ● Perform other administrative tasks such as drafting
employees contracts, quoting customers, making employee
contracts, and making social insurance documents for
employees.

● Periodically at the end of the month/quarter, prepare

reports on import, export, and inventory of food and raw
Prepare related materials of the restaurant
reports according to ● Prepare monthly reports on the restaurant's business
regulations situation and the restaurant's invoice usage
● Prepare tax reports monthly/quarterly/yearly and submit
to tax authorities according to regulations
● Prepare financial statements at the end of the year

Department 3: Kitchen Department

Chef

The main tasks Responsibilities

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 ● Conduct start-of-shift meetings in compliance with
rules.
Operate and control ● Directly inform department staff members of any new
work in the kitchen policies or information from higher-ups.
department ● Plan spending, ordering, then divide tasks among
related positions

● Responsible for planning and menuing new dishes to

add to the restaurant menu
Plan a menu, set out ● Define processing requirements and give kitchen
cooking specifications employees expert advice on how to prepare food that
and food quality satisfies customer service requirements.
● Guaranteeing food quality following processing;
Before delivering the food to the service department,
make sure it is of a high enough quality.

● Keep track of the amount and calibre of imported

products that are in stock in the kitchen.
Manage goods and ● After the shift, make that the spices and food storage
materials in the kitchen are in good condition and that the handling, processing,
and preservation guidelines were followed

● Directly provide professional guidance to kitchen staff

and train new kitchen staff
Manage kitchen staff ● Establish policies and regulations in the kitchen that
apply to each specific job and position
● Arrange reasonable work schedules for employees and
arrange holidays and leaves for employees

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 ● Responsible for controlling hygiene quality in the
entire kitchen space
Ensure hygiene and ● Regulations on personal hygiene standards and
food safety standards uniforms for kitchen staff
● Ensure the hygiene quality of dishes before serving to
guests

● When there are a lot of patrons or when they ask for it,
prepare food right away.
● Arrange in concert with the Director of Culinary
Department, restaurant manager, Sales & Marketing
department to plan and implement business ideas,
Other jobs menu ideas and promotional programs for the
restaurant
● Assist the appropriate departments in handling
consumer inquiries, grievances, and concerns regarding
the quality of the food.
● Report daily meal costs to the accounting division.

Sous chef

The main tasks Responsibilities

Manage management area ● Divide work items according to the general

activities requirements of the Chef
● Supervise staff and kitchen operations to run
smoothly, ensuring quality dishes served to
customers

Cooking ● Receive information about dishes and proceed

according to requests under your responsibility
● Ensure that each dish served to customers is of
good quality, aesthetic and safe

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 Set up menus for restaurants ● Coordinate with the Chef and Restaurant
Manager to plan the menu
● Grasp culinary trends, change menus and meet
customer tastes

Manage equipment and ● Coordinate with other departments to check and

utensils in the Kitchen preserve equipment
department ● Contact technical and maintenance departments
to repair and maintain equipment and tools

Complete other work items ● Replace the Head Chef to manage and run the
assigned by the Head Chef work when the Head Chef is absent
● Perform other tasks requested by the Chef

Pastry Chef
Mộc Bistro 's menu stands out with its diversity expressed not only through food and drinks,
but especially in sweet desserts, so the pastry chef is present in the kitchen staff and will be
responsible for the preparation and processing of cakes, ice cream, and other dessert products.

The main tasks Responsibilities

Design and develop ● The pastry department needs to update new dessert recipes
dessert menu and designs, ensuring creativity and diversity in dessert
options.

Prepare and cook ● The pastry department performs tasks such as processing
desserts cakes, making ice cream, shaping and decorating desserts
● The pastry department is responsible for presenting and
decorating desserts to make them attractive and appealing
to customers.

Stewarding

The main tasks Responsibilities

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 Operate the ● Manage chemical quantity and water temperature
dishwasher ● Ensure reasonable use, correct dosage, and ensure
hygiene
● Regularly monitor and check machine productivity and
work quality

Perform dish washing ● Receive dirty bowls, plates, spoons, forks, etc., making
of all types sure to separate used items from clean items
● Verify that all cleaned objects adhere to food safety and
hygiene regulations.
● After cleaning, dry and arrange dishes, plates, etc. Place
at the appropriate location..

Clean and sanitise the ● Clean kitchen equipment such as microwaves, ovens,
kitchen area filters, drains, etc.
● Clean all areas of the kitchen 2 times/shift
● Manage and be responsible for preserving assigned
cleaning tool

1.1.3. Employee payroll

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1.1.4. Roster

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1.1.5. Human resources development plan
1.1.5.1. Recruitment process

Step 1 : Plan and manage recruitment job descriptions

Founder of Mộc Bistro will plan and create the main job description in the process, which is
the step of determining the tasks and responsibilities of 20 candidates from 3 main
departments including management. Through the job description, candidates will know
whether they meet the requirements before applying or not.

The following information is typically included in the job description: job name, position,
department, obligations and tasks associated with the job, Skills and Requirements for the
Position, Place of employment, working hours, circumstances of work, wages and benefits
for staff

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Step 2 : Notice of recruitment of human resources

Based on the recruitment requirements set out to attract candidates and motivate them to
apply, the recruitment party will initially advertise internally to create introductions within
the business and then post information on websites, bringing Mộc Bistro 's social and job
search application. Also, participate in job fairs to promote recruitment

Step 3 : Receive and process personnel recruitment applications

First, documents that meet the minimum requirements will be selected. Priority profile groups
will be classified by considering certificates related to the F&B industry, experience and
professional knowledge, foreign language proficiency and health as well as checking the
candidate's other skills to see if they meet the job requirements. Next, candidates who meet
the above two criteria will be selected. Finally, statistics and marking the items that
candidates need to present more clearly will be done. take part in interviewing.

Step 4 : Organize interviews and entrance exams

After selecting suitable profiles, the restaurant will send a recruitment invitation to the
candidate to discuss more about experience and skills. In this round, the Founder will directly
interview the candidates face to face. The hiring process for the restaurant's direct labor role
will consist of two phases: a preliminary interview consisting of problem-solving problems
and a direct skills exam. Following the initial interview, questions are asked during an
in-depth interview for indirect workers.

Step 5 : Make personnel recruitment decisions

After the candidate is selected and passes the interview round, Mộc Bistro will send
notification via email to the candidate about the interview results and exchange schedule.
Candidates will come to discuss working hours, salary, policies such as copies of terms and
conditions of work, medical certificate requirements and some related information. Before
being admitted To officially work, candidates will have 2 weeks to learn and train about the
restaurant. Then there will be 1 month of probation and after the probationary month, they
will become an official employee. During the probationary period, candidates receive 85% of
salary and 50% of service fees and some other incentives.

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1.1.5.6. Training and Testing
Training is a brief course designed to impart knowledge, enhance abilities, and put acquired
skills into practice. The workings of the restaurant are unclear to new hires, and they are
unsure of their working environment and coworkers. They are also not familiar with
coworkers or restaurant culture. As a result, training is crucial to assisting applicants in
adjusting to their new surroundings, comprehending their responsibilities, completing tasks,
and forming relationships with their coworkers. If the candidate is unfit after the training time
(based on each unit and the type of work involved in each position), he or she will not be
chosen.
For restaurant managers:
Human resource management training helps them understand the processes of recruiting,
interviewing, hiring, and firing employees
Financial management training helps them understand the restaurant's budget and financial
plan
Customer service management training helps them understand the customer service process,
handle difficult customer situations and respond to customer feedback.
Finally, marketing and advertising management training helps them understand marketing
and advertising strategies to attract and retain customers.

For restaurant service:

Training on menu and food knowledge: This training includes learning about ingredients,
cooking methods, and characteristics of each dish to master information about dishes and
drinks on the menu to Can introduce and advise customers

Communication and service skills training: Training on how to communicate effectively with
customers, listen and understand customers, training on service skills such as how to arrange
menus and tables, how to pour water, how to serve food and drinks, how to order and pick up
orders, and how to process payments.

Training on knowledge of restaurant rules and procedures: Training on restaurant rules and
procedures such as hygiene regulations, food safety, ordering process, payment process, etc.

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Training in problem-solving techniques: Instruction in problem-solving techniques such as
handling dissatisfied customers, handling errors during the service process, or resolving
special customer requests

For baristas and kitchen staff

There will be training on the restaurant's cultural regulations. Besides, the training will be
simplified. The restaurant will prioritise recruiting experienced baristas and chefs to bring a
good experience. best for customers.

1.1.5.7. Employee’s benefit

Salary and bonuses and insurance

● Mộc Bistro , in addition to basic salary, also pays bonuses for holidays, Tet
and birthdays.
● Bonus promotional coupons to use at restaurants for employees who do well
during the month
● Provide health insurance for full-time employees
● Each employee will receive a lunch allowance for each shift

Promotion policy

Employees can advance to higher positions, service manager, kitchen manager if they do well
and make efforts. Promotions provide opportunities to learn and practice new skills, expand
your scope of expertise and create new challenges.

Explore cuisine

Working at Mộc Bistro allows employees to explore and experience unique fusion from a
variety of dishes and drinks from two different cultures and cuisines. This brings variety and
excitement in enjoying cuisine

Organize workshops
We organize workshops during major holidays to engage our employees in fun activities. For
instance, during the Lunar New Year, we hold a workshop on creating "Happiness Candies"
where employees and their family members can participate. They also have the opportunity to
listen to guest speakers who share insights on the intertwined theme of wabi-sabi in our

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restaurant. We actively encourage employees with young children to join these activities, and
we also incorporate similar activities during other holidays to foster team cohesion and boost
morale within the restaurant.

1.3. Operation

1.3.1. Receiving goods from suppliers process

SOP (Standard Operating Procedures) requirements must be followed when receiving goods
from suppliers in order to preserve quality, accuracy, and safety in "Mộc Bistro's" supply
chain and procurement cycle. To make sure the goods arrive in accordance with the order and
fulfill the required requirements for quantity and quality, a number of actions must be taken.
An overview of the procedures required in accepting items from suppliers in accordance with
the SOP is provided below:
Process of receiving goods from suppliers

Request Perform

1. Preparation Make sure the reception area is prepared for incoming shipments
by keeping it tidy and orderly.
Check that all necessary equipment, such as forklifts, pallets, and
safety gear, is available and in working order.

2.Verification of Check that the shipment documents—which can include the

Documentation packing list, purchase order, and any required licences or
certifications—are accurate. Verify that the quantity and
description of the goods you got match the information provided
in the paperwork.

3. Inspection Examine the products' state to make sure there are no flaws,
contaminations, or damage. Verify that the packaging is
appropriate to avoid spoiling or damage during transit.

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 4. Temperature If the received goods require temperature control (e.g., perishable
Control (if food items), check that the temperature is within the specified
applicable) range and has been properly maintained during transportation.

5. Weighing and Weigh the goods to verify that the quantity received matches the
Counting quantity specified in the documentation. Count individual items or
units to ensure accuracy.

6. Quality Control Perform quality tests or checks on goods, especially if they have
(if applicable) specific quality requirements, such as food safety standards or
product specifications.

7. Storage and Store the received goods securely in the warehouse or designated
Labeling storage space. Make sure that products are properly labeled with
the product name, lot number, expiration date (if any), and storage
requirements clearly visible.

8. Documentation The received products should be kept safely in the warehouse or

and Record other approved storage area. Ascertain that the product name, lot
Keeping number, expiration date (if applicable), and storage instructions
are prominently displayed on the label.

9. Inventory Update Update the inventory management system with the new stock
information, ensuring real-time accuracy.

10. Follow-Up To make sure that the SOP requirements are being followed
Checks consistently, conduct audits or follow-up inspections, and deal
with any problems right away. If there are any inconsistencies,
defects, or problems with the shipment, get in touch with the
logistics staff or supplier right once.

1.3.2. Serving Process

prerequisites for finishing thorough preparation work before opening

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 Request Perform

Uniform Dress neatly and properly according to restaurant uniform regulations,

guaranteed and clean personal hygiene before starting shift

Check Make sure all tables, chairs, and utensils such as plates, bowls,
equipment chopsticks, forks, and glasses are arranged and cleaned. Lights, air
conditioning and heating should also be checked and turned on

Check out the Make sure the menu is prepared and printed. Check the availability of all
menu ingredients and menu items.

Check inventory Determine available inventory and create an order list for that day if
necessary

Table decoration Set up the table and decorate the restaurant in Wabi-Sabi style, ensuring
and design it is ready to welcome guests.

The standard operating procedure (SOP) for greeting and seating customers at a restaurant
consists of the following essential steps

Objective

Give visitors a welcoming and unforgettable experience. Making them feel as though they are
at home is the aim. By offering hospitality and creating positive impressions, customer
satisfaction and loyalty can be achieved.

Policy
● Customer-centric approach: Ensure that every guest feels valued and appreciated.
● Friendly atmosphere: Build a friendly and cheerful atmosphere through the attitude of
staff and the restaurant's ambiance.
● Efficient seating: Implement an efficient seating system to minimise wait times.
Ensure that seating arrangements are comfortable and cater to the needs of different
group sizes.
Procedure
● Warm welcome:

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Greet guests with a standing posture, slightly bowing and tilting the head about 15 degrees
for 1-2 seconds: "Mộc Bistro Xin Chao!"
● Seating arrangement:
Inquire about guest information (if reservations have been made).
Walk two steps ahead of the guest, paying attention to small details such as legroom, ensuring
no obstacles when guiding guests.
Guide guests to their table with a cheerful and comfortable attitude, ensuring seating
arrangements align with the preferences stated during the reservation table.
When pulling out the chair, perform a slow and attentive movement to make guests feel cared
for and attended to.
These SOPs are essential to maintain high service standards in the restaurant. "Mộc Bistro "
ensures that the guest experience is consistent, from the moment they enter the restaurant
until the moment they leave. Effective training and ongoing employee evaluation are critical
to the successful implementation of these processes.

Action steps Perform Note

1. Greeting ● Welcoming customers: When customers During busy hours,

come to "Mộc Bistro ", staff must stand at staff must be
the door to welcome and ask where they flexible in
want to sit: arranging tables
● Greet guests with a standing posture, and pairing tables
slightly bowing and tilting the head about together.
15 degrees for 1-2 seconds: "Mộc Bistro
Xin Chao!"
● In the case of a regular customer, greet
them by their name.
● Reservation: Ask if the guest has booked a
table in advance or not?
● Ask guests how many people are coming
to facilitate table arrangement.
● Ask the guests as follows: "Yes, how
many of you are coming?" After knowing

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 the number of people, the staff quickly
leads the guests to the appropriate table.

2. Seating When leading guests to the table: In case the

● Walk 2 steps ahead of the customer, lead restaurant is not
them to the table with a happy, too crowded
comfortable attitude, and choose a seat for If it's crowded,
the customer explain that the
● Upon arrival at the table, check the guest's restaurant is
satisfaction with the assigned table. currently full so
● If the customer is not satisfied, assign a choosing this seat
few more places still meets the
● Once you've chosen a suitable table, you'll conditions to enjoy
see guests entering the table and quickly a delicious meal.
pulling out chairs for them. Identify areas with
● You should only pull out 1-2 chairs for empty tables to
guests, implying that you invite them to sit avoid leading
at the table you choose. customers around
looking for tables

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3. Presenting ● Before giving the menu to the guests, offer Staff must check to
the Menu to them the restaurant's dessert drink see which dishes
Guests (welcome drink is Mugicha, a are out of stock so
caffeine-free beverage made from roasted that after advising
barley grains, with a mellow and creamy customers, they
flavor, without the bitterness of tea leaves, will not have to
suitable for all seasons ). apologize.
● There are as many guests as there are
glasses of water to invite.
● When giving the menu, pay attention to
the following actions: Always stand to the
right of the customer and say: "I would
like to send you the menu!"
● Menus given to customers need to be
clean, not folded, wrinkled, or dusty
Introduce menu and information with guest
approval:
● What types of menu are there (food/drink
menu)
● Structure of the menu
● Items are not available
● Ask about guests' allergies or diets
● Communicate benefits to children if
necessary
● Provide support

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4. Upsell or ● Consulting customers: When customers When guests come
Cross-sell are confused about which dish to choose, in groups or
items advise them about the restaurant's dishes. families, advise on
● Skillfully advise customers on orders to dishes that can be
increase portions or change dishes to shared together.
match drinks or vice versa to have the The way to advise
most nutritious and delicious meal is as follows: "Yes,
experience do you want to use
● If the customer agrees four seasons salad,
● Receive orders according to standard soba xa xiu...this
regulations, ensuring all customers dish is ordered
● Requirements are noted in order. quite a lot by
● Repeat food and drink orders to each customers, do you
individual guest while taking orders. want to try it?"
● Carefully check order information, item
information, table number, chair number,
● Special requirements.

5. Ordering ● Use order books or computer systems to

record orders. Be sure to accurately record
dishes, drinks, quantities, and any special
requests from customers.
● Reread the order for the customer to
confirm correct information.
● Ask the customer if there is anything that
needs to be edited or added to the order.
● Deliver customer orders to the kitchen if it
is for food or to the bar if it is for drinks.
● Assign orders to the chef or bartender and
make sure they understand any special
requests.
● Adjust service times based on order
quantity and complexity, to ensure

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 customers receive quick and efficient
service.

6. Serving ● Drinks must be served within 5 minutes of When bringing it

ordering to the table for
● Before placing the drinks on the table, tell guests, absolutely
the guests clearly: "I would like to send do not hold the cup
you a drink!" by the mouth or let
● Then read the name of each drink that the your fingers touch
customer requests. Place things on the the food.
table gently, moving quickly and
decisively.
● Dishes are served in order
● Have it ready for all guests at the table,
making sure all condiments and sauces are
ready as well.
● Always serve older guests and women
first, older men, younger men
● Dishes are served in the order of starter,
main course, and dessert
● Serve food from the right with your right
hand
● Inform guests of the name of the dish with
a brief description.
● Hope diners enjoy a delicious meal.

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7. Take care ● Staff need to observe guests throughout
and evaluate the sitting process. Take care of guests
guest whenever possible.
satisfaction ● Never make guests call loudly or wave
during meals repeatedly.
● Ask guests for permission to clean up dirty
dishes and fragile items that are not
needed during the meal.
● If the guest appears dissatisfied or
unhappy, kindly ask for more information.
● Thank you for sharing and we apologize
for your experience.
● If the staff cannot resolve the problem of
the complaining guest, urgently report to
the Supervisor/Manager for processing
and follow-up.
● Listen carefully and take notes from guests
before leaving.
When a customer has a bad experience at a
restaurant, the most important thing is the reaction
of the restaurant and staff.
Listening carefully:
● When customers express dissatisfaction or
complain, listen to them sincerely.
● This requires employees to focus on them,
not interrupt and not ignore their opinions.
Empathetic:
● Understanding and empathizing with the
customer's situation is important.
● Show understanding of their condition and
make them feel that you care about their
feelings.
Apologize:

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 ● If an error or problem has occurred,
apologize sincerely to the customer and do
not blame others.
● Whatever the reason, customers will often
want to hear an apology first.
Provide action:
● To resolve the issue and restore customer
satisfaction, you need to provide specific
action.
● Ask them how the restaurant can improve
the situation or provide a solution, and
then take the necessary measures to ensure
a similar problem does not occur in the
future.
● Offer discounts, incentives, or
compensatory services if necessary.
Follow up afterwards:
● Once the issue has been resolved, follow
up to ensure that the customer had a better
experience and is satisfied with the
improvements you made.
● Learn and improve:
● Use feedback from customers to improve
restaurant processes and services.
● This helps ensure that similar problems do
not occur in the future and improves the
overall quality of the restaurant

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8. Billing ● When the customer finishes using and If you accidentally
calls the staff to pay, the staff needs to make a mistake,
quickly notify the cashier to print the bill the first thing you
and go down to get the bill and deliver it say will always be:
to the customer. "I'm sorry." Thank
● It is necessary to check the bill for the you and see off the
exact number of dishes, names of food and guest: When the
drinks and prices. guest is about to
● Avoid letting the customer discover a get up to leave,
mistake after paying. quickly say:
● If the customer wants to pay, there will be "Hello, thank you."
two cases: Brothers and
● If the customer pays in cash: Ask the Sisters",
customer's permission before counting the accompanied by a
money and confirm with the customer. bow to greet guests
Bring customers' money, invoices,
discount cards, and cashiers to check
authenticity and issue invoices.
● If the customer pays by credit card:
Confirm the bank name. Bring your card
and receipt to the cashier for confirmation.
Return the card and invoice to the
customer.
While customers wait for payment, staff will
come and introduce the gift drawing service:
● The staff will take the service box and
draw fortune cakes (fortune cake will have
a quote about Wabi-sabi philosophy inside
when breaking bread with the hope that
after eating, customers will see a good
message that the restaurant wants to send)
and a card to accumulate points for your
next meal.

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9. The Clearing the Table:
clearing and ● Before setting the table, always remember
resetting to check the guest's belongings. If the
guest forgets, follow up
● Wait for the Guests to Leave: Approach
the table only after the guests have left or
are ready to move to a different area.
● Greet the Guests: If there are guests
waiting to be seated, acknowledge them
with a friendly greeting, and assure them
that you'll prepare the table for them
shortly.
● Remove Used Items: Begin by removing
all used items from the table:
● Gather empty plates, utensils, and
glassware.
● Use a tray or bus tub to carry the dirty
dishes and utensils to the dishwashing
area.
● Stack plates and neatly arranged used
utensils on the tray for easy transport.
● Clear Debris: Clear any crumbs, used
napkins, and disposable items from the
table into a tray or trash bin.
● Wipe the Table: Use a clean, damp cloth to
wipe down the table's surface thoroughly.
Pay attention to edges and crevices to
ensure no food residue or spills remain.
Resetting the Table:
● Set Silverware: Place clean silverware
(forks, knives, and spoons) in the proper
order. Align them and ensure they are
evenly spaced.

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 ● Arrange Glassware: Replace glassware
and fill it with clean water or any
appropriate beverages, depending on the
restaurant's service style.
● Add Condiments: Set any additional items,
such as salt and pepper shakers, sugar
caddies, or condiment containers, as
needed. Ensure they are organized and
easy for guests to access.
● Final Check: Double-check the cleanliness
of the table, chairs, and the surrounding
area for any missed spots or debris.
● Prepare for the Next Guests: Be ready to
greet and seat the next set of guests
promptly. Provide menus and take drink
orders if applicable.

1.3.3. Direct Booking reservation process

The process of preparing and receiving table reservations in the restaurant includes the
following steps:

Step Action

1. Prepare before Prepare a reservation book, pen, and table map to note down
guests arrive guests' reservation information.

2. Welcome guests When you notice guests at a distance, make eye contact to show
welcome.
When guests come within 1 - 2 meters, greet them with the
restaurant's standard greeting and smile.
Lead guests to the pre-arranged table (table to receive guests
who come to reserve a table).

87
3. Invite guests to sit Invite guests to sit at the table.
and arrange chairs Pull out chairs to invite guests to sit in order of priority, such as
children first, then adults, female/male hosts, and other guests
according to priority.

4. Receive table Greet guests, address them and ask for their names to facilitate
reservation communication.
information Ask suggestive questions to understand the customer's table
booking needs.
Listen carefully to guests' requests regarding dates, times,
number of guests, and any special requests.

5. Process table Check the table reservation information book to consider the
reservations ability to meet customer requests.
If there is no suitable space, propose alternative solutions and
negotiate with guests about changes.
Handle special requests such as parking directions or inviting
guests to tour the restaurant.
Notify and complete deposit procedures if necessary.
Confirm information and schedule a response time (if
necessary).

6. Take notes and Record table reservation information and mark the table that has
store information been placed on the table map (if any).

7. Finish welcoming Thank you for coming and for booking a table.
guests Lead guests to the door, greet guests, and see you again.
Always ensure that the reservation reception process is carried
out in a professional and friendly manner to create comfort and
satisfaction for customers.

1.3.4. Handling customer problems process

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1. Listen actively When a customer approaches you with a problem or complaint,
listen attentively and let them fully express their concerns.
Show empathy and understanding, even when things are
difficult.

2. Stay calm and Maintain a calm and professional attitude. Avoid being
polite: defensive or argumentative as this may escalate the situation.

3. Admit the problem Acknowledge the customer's problem and apologize for any
inconvenience or dissatisfaction they may have experienced. A
simple apology can go a long way in relieving stress.

4. Collect information Ask customers questions to clarify and understand the problem
better. Make sure you have all the details needed to effectively
address their concerns.

5. Provide solutions Based on the information you have gathered, propose one or
more solutions to solve the problem. Be proactive in finding
ways to make changes. This may relate to:
● Replace or re-cook the dish if there is a problem with
the food.
● Offer a discounted or free item as a gesture of goodwill.
● Provide another table if there is a seating problem.
● Assure customers that their concerns will be addressed
promptly.

6. Consult with If the issue is complex or requires manager approval, involve

Manager or the manager or supervisor in the resolution process. They may
Supervisor (If have the authority to suggest additional solutions or make
necessary): decisions.

7. Follow up After implementing the solution,contact the client again to

make sure they are happy with the resolution. This shows that
you care about their experience and are committed to doing
things right.

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10. Empower In the event of serious customer dissatisfaction or unresolved
employees to solve issues, where a Manager or supervisor is absent, staff will be
critical problems empowered to resolve the issue quickly.

1.3.5. Handling customer complaints process

1. Say "sorry" to Employees should begin by sincerely apologizing to the customer for
customers. their problem or complaint. "We are very sorry for the problem you
encountered."

2. Listen and just Employees need to listen sincerely and without interruption when
listen customers recount their problems. They should create conditions
where customers feel comfortable sharing information and creating
connections.

3. Confirm the To ensure there are no misunderstandings, staff will confirm the
information you information they have heard from customers.Recognize consumer
just received grievances and extend your regret for any trouble or unhappiness
caused. Be understanding of their circumstances.
"To be sure, you said…, We are extremely sorry about this."

4. Propose After listening, employees should propose a reasonable solution to

reasonable resolve the customer's problem or complaint. They may ask the
solutions customer for a solution or offer some options. "We can do [solution]
or [other option] to solve your problem, what do you want to
choose?" ?".
Offer a refund or compensation if appropriate.
Resolve the problem with your operator to prevent a recurrence.
Offer a sincere apology to the customer for any inconvenience.

5. Report a Employees should record information about incidents or customer

problem complaints and report them to management or the relevant
department in the restaurant. This helps improve service and prevent
similar incidents in the future.

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 6. Commitment Finally, employees should commit to customers that the restaurant
to customers will take the necessary measures to prevent similar incidents from
occurring in the future. They can also invite customers to return with
a promotional offer or gift to make up for a previous unsatisfactory
experience. The saying "We are committed to improving our services
and look forward to serving you best next time"

7. Prepare a Record customer complaints in the system or official log. Include

complaint file details such as date, time, customer name, contact information, and
issue summary.

Resolving customer complaints professionally and promptly can help Mộc Bistro retain
customer loyalty and maintain a positive reputation. Customer feedback, even when negative,
can be a valuable source of insight to improve our business or services.

3. Suppliers

3.1. Meat Supplier

Company Hai Thuyen Company Limited MM Mega Market

Name

Information Address: 262 Cu Chinh Lan street, Hoa Khe, Address: No. 5 Cach
Thanh Khe, Da Nang City. Mang Thang 8 Street,
Hotline: 0935.615.986 Hoa Cuong Nam, Cam
Email: haithuyenfc@gmail.com Le, Da Nang City.
Website: Hotline: 0236 3644
https://www.facebook.com/cungcapthucphamgi 933
atotDaNang Email:
contactus@mmvietnam
.com
Website:
https://online.mmvietna
m.co m/

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Product pork, beef pork, beef

Advantages ● The product meets ISO 22000 food ● Goods quality,

safety standards. clear
● Committed to fresh products, large traceability,
quantities every day. complete
● The system of farms, slaughterhouses, inspection,
factories, and cold storage meets quarantine, food
standards. hygiene and
● Stable source of goods, best prices and safety.
policies on the market. ● A reputable,
● Standard quarantine process, complete branded
invoices and documents. supplier in the
Da Nang food
market, with a
large amount of
meat, doesn't
have to worry
about running
out of stock.
● Facility in the
city area, save
on shipping
costs.

Disadvantages High shipping fee High tax

3.2. Seafood supplier

Company Sea Mart-Seafood World Sieu thi ca sach

Name

92
Information Address: 457 Dien Bien Phu Address: No. 509 - 511 Dien Bien
street, Da Nang City. Phu street, Hoa Khe, Thanh Khe, Da
Hotline: 0969322796 - Nang City.
0967.688.457 - 0334.119.116 Hotline: 0236.650.8888
Fanpage: CN2: 194 Phan Dang Luu, Hoa
https://www.facebook.com/s Cuong Bac, Hai Chau, Da Nang
eamartdn1/ Hotline: 0236.282.7777
Website: https://sieuthicasach.com/
Fanpage:
https://www.facebook.com/s
ieuthicasachdanang

Products Seafood Seafood

Advantages ● Seamart - is the largest ● Clean fish supermarkets

seafood company in Da offer a variety of seafood
Nang. products, seafood of natural
● Specializes in providing origin, saying no to farmed
fresh seafood imported goods with high safety and
directly in the fishing area hygiene criteria.
from the sea or farmed ● Maintain stable product
rafts, not imported through quality, the brand is certified
intermediaries. for safe seafood by the
● Reasonable price and good SubDepartment of Quality
quality, ensuring a stable Management of
quantity all year round. AgroForestry and Fisheries
of Da Nang City.
● Address provided in the city
for convenient transportation
and cost savings.

Disadvantages ● High shipping cost ● High price

93
 ● The types of fish are not
diverse, mainly shrimp and
crab

3.3. Wine supplier

Company Winecellar Wine Cellar Vinifera Wine Shop

Name

Information Address: 172 Nguyen Van Linh Address: 33 Morrison, Phuoc My,
street, Vinh Trung, Thanh Khe, Da Son Tra, Đa Nang City.
Nang City. Hotline: 0236 3552 257
Hotline: 0935 567 172 Website: http://viniferavn.com/
Website: https://winecellar.vn/

Products Spirit Spirit

Advantages ● Genuine, official imported ● The wine cellar is

wine. specifically built with a
● Good selling price. temperature of 20°C.
● Have full documents proving ● Equipped with air purifier
origin, import and invoice. and air conditioner.
● Fast, free delivery to ● The transportation process
inner-city districts (delivery is kept cold to ensure wine
from 8am to 9pm on quality.
weekdays, including ● First-class logistics system
Saturday and Sunday). and professional service.
● Receive door-to-door
delivery nationwide.

Disadvantages ● Complaint handling ● Shipping fee.

procedures take a long time. ● Only a few Champagne
● High shipping fee brands, not diverse

3.4. Drink supplier

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Company BAC HA XANH Thanh Thuy Foods
Name

Information Address: 49 Nguyen Trac street, P. Address: 06-08 Phu Xuan 3

Hoa Thuan Tay, Hai Chau District, street, Hoa Minh, Lien Chieu
Da Nang City. District, Da Nang City.
Hotline: 0905996722 Hotline:0932458111
Email: info@bachaxanh.com Email:
Website: http://bachaxanh.com/ thanhthuyfoods1407@gmail.com
Fanpage:
https://www.facebook.com/thanht
huyfoods1407/

Products Ingredients for preparing Ingredients for preparing drinks

drinks

Advantages ● Diverse and quality ● The ingredients here are

ingredients. all genuine.
● Reasonable price. ● Verified origin.
● Free shipping in Da Nang. ● Have full documents
proving origin and food
hygiene and safety
certification.
● Thanh Thuy Foods
regularly updates
ingredients in large
quantities, ensuring quick
supply to customers
● Regularly introduce new
raw material samples, in
accordance with the
constantly changing needs
of customers.

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Disadvantages No return policy for damaged Mainly the ingredients for milk
ingredients. tea.

3.5. Stationery Supplier

Company Bao Anh Company Limited Da Nang Stationery Wholesale

Name Center

Information Address: 154 Le Duan street, Thach Address: No. 243 Dung Si Thanh
Thang Ward, Hai Chau District, Da Khe, Thanh Khe District, Da Nang
nang city. city.
Hotline: 0903509697-0236 3888 Hotline: 0911.301.601
352. Email:
Website: salemarketing60s@gmail.com
vanphongpham anh.vn Website:
https://bansivanphongpham. com

Products Stationery Stationery

Advantages ● Bao Anh's reputation and ● Diversified and stable

brand have been affirmed source of goods, meeting
throughout the years of all the quantities you need.
operation. ● Dedicated agent support
● Becoming an increasingly service, support business
familiar destination for area.
consumers in Da Nang in ● Competitive price
particular and the country in ● Exchange and return
general. goods, support shipping,
● Quality products and flexible payment
services at great prices
● Diverse models with quality
and prestige.

Disadvantages Not a reputable supplier Product is not durable

3.6. Vegetable suppliers

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Company An Phú Farm Bean Mart
Name

Information Address: 78B Nguyen Chi Thanh Address: 129 Hoang Dieu street,
Street, Hai Chau District, Da Nang Da Nang city/ 49 Dong Da street,
City. Da Nang city/ 336 Phan Chau
Hotline: 0905740599 Trinh street, Da Nang city.
Website: https://anphufarm.com/ Hotline: 0917575999
Website: https://beanmart.vn/

Products Fruit, vegetable Fruit, vegetable

Advantages ● Incorporating modern ● Supplier of fresh food

technological solutions into ingredients every day by
organic agricultural prestige.
production, An Phu Farm is a ● Guaranteed quality, fresh
farm supplier of organic food, high nutrition.
agricultural products with a ● Wide range of products
farm-to-table model.
● High quality, variety of
products.

Disadvantages Vegetables are not diverse. Not a variety of vegetables.

3.7. Facilities Supplier

Company Bat Trang Da Nang Giang Trinh

Name

Information Address: 27b Nguyen Tri Address: 302 Ông Ích Khiêm
Phuong street, Thanh Khe, Da street, Da Nang city.
Nang city/ 250 2/9 street, Hai Phone: 0868123485
Chau, Da Nang city. Gmail:bepgiangtrinh83@g
mail.com

Products Dinnerware Cutlery, dinnerware

97
Advantages ● Provide a variety of ● Specialising in providing
products tools and kitchen tools for
● High quality, beautiful Restaurants, Hotels, Bars,
products Households.
● Reasonable price
● Diversity of products

Disadvantages Some products are not suitable Not a reputable facilities supplier
for restaurant theme

3.8. Kitchen Appliances Supplier

Company GIA THINH company An Bao Trang Furnotel

Name company

98
Information Address: 27 Đong Bai 3 Address: Address: Lot 3, Van
street, Hoa Khanh Nam, Office: 87 Dang Huy Tien Dung Street,
Lien Chieu, Đa Nang city. Tru, Hoa Minh Ward, Cam Le District, Da
Hotline: 0905393086 Lien Chieu District, Da Nang City
Email: Nang City. Hotline:
inoxgiathinh@gmail.com Factory: Group 70, Hoa 02466844489
Website: Minh Ward, Lien Chieu Gmail:
https://www.inoxgiathinh. District, Danang city. gmfurnotel@gmail.c
com Hotline: om
0898 299 168 0898 099
168
Email:
anbaotrang.vn@gmail.
com –
info@anbaotrang.com.
vn
Website:
http://anbaotrang.com.v
n

Products Provide refrigeration Consulting, supplying Construction, supply

system, air machinery and of machinery,
conditioner, industrial kitchen tools industrial kitchen
processing machine equipment and
sanitary equipment

Advantages ● All products of ● Professional ● Provide all

Nam Phu Thai are human equipment
assembled and resources team and utensils
manufactured ● Competitive in the hotel
according to price with some ● Delivery to
European other units the place, no
standards. Best ● Providing later than 3
quality guaranteed. prestigious days since the

99
 industrial customer
kitchen places an
equipment order to buy
the product.

Disadvantag High shipping fee High construction cost Products are not
es diverse

3. Marketing Strategy

3.1. Marketing 4Ps

Creating a marketing mix for Mộc Bistro , a gastronomic enterprise that fuses Vietnamese
cultural elements and Wabi-Sabi aesthetics, involves a strategic approach to product, price,
place, and promotion.

3.1.1. Product:

At Mộc Bistro , we've taken to heart the wisdom of Philip Kohler, recognizing that the
foundation of any successful business lies in its products. To capture the essence of our target
market and offer something truly exceptional, we've meticulously curated a menu that
beautifully melds the principles of Wabi-sabi with the flavours of Vietnamese and Japanese
cuisines, resulting in a culinary journey with a profound message.

Unique taste and ingredients: Our Wabi-sabi-inspired approach celebrates the use of
humble, locally sourced, and in-season produce in their purest form, allowing the innate
flavours and textures to shine through like Mac Bup from Cao Bang, Seng Cu rice from Tay
Bac, fresh anchovies from local fishermen, dried shrimp from Danang, Molasses Sugar Cane
Road from a craft village in Nghệ An, and homemade mackerel floss. These components,
combined with the freshness of Vietnamese herbs and the allure of Japanese culinary
elements, create a distinctive flavour.

Look and presentation: we serve where the entire meal, from vegetable-protein-infused rice
with a Teishoku setting for an elegant wholesome set, embodies the essence of carefully
crafted Vietnamese and Japanese home meals. Our culinary journey begins with enticing
appetisers, progresses through thoughtfully prepared main courses, and culminates in

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delightful desserts, or cater to the solo dining with single-portion hearty bowls for those
seeking a fulfilling experience on their own. Each dish is meticulously designed to evoke a
sense of nostalgia and nourishment, akin to soulful home-cooked food. For those seeking an
extra layer of sensory pleasure, our offerings extend to a harmonious selection of alcoholic
beverages, enhancing the overall dining experience with ‘Uống Chuếnh’.

Menu variety: Our focus is on delivering a dining experience that embraces the core
principles of natural inspiration and simplicity. Our menu is thoughtfully structured into 'Ăn
Nhẹ', ‘Ăn chắc’, ‘Ăn vặt’, ‘Uống chuếnh’, following the Vietnamese dining ritual. The
diverse options we provide allow our guests to savour solo dining moments or come together
to share various flavours and tastes.

Product availability: Mộc Bistro , open from 08:00 to 22:00, accommodates a wide spectrum
of dining preferences, from leisurely brunches to productive business lunches, friendly
get-togethers during afternoon breaks, or cosy dinner gatherings. We take pride in offering a
consistent sense of wholesomeness and comfort, not only through our food but also in our
service style and the overall dining atmosphere. This commitment is what truly sets us apart.

Dining experience: In addition to our main offerings, Mộc Bistro provides authentic
Vietnamese food experiences for cultural learning and transports guests back to the country's
tranquil bygone days, albeit with little material possessions. This includes a variety of
furnishings, lighting, comfortable seating, and other facilities.

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3.1.2. Price:

The Wabi-Sabi aesthetics and Vietnamese culture are flawlessly combined at Mộc Bistro,
which serves a varied menu with appetizers and main entrees priced between 85,000 and
100,000 VND. Snacks cost between 50,000 and 60,000 VND, and set meals for two are
priced appetizingly between 150,000 and 200,000 VND. The beverage selection, which
ranges in price from 45,000 to 95,000 VND, goes well with meals without going over budget.
Customers can customize their eating experiences thanks to this flexible pricing model,
which results in an overall cost per person ranging from 200,000 to 300,000 VND. Mộc
Bistro's value-driven approach and appreciation of Wabi-Sabi demonstrate its commitment to
provide a warm and inviting space for discovering Vietnamese and Japanese culinary fusion.

3.1.3. Place

When it comes to marketing concepts centred around "place," this vibrant business centre
located on 2/9 Street attracts a wide range of visitors and creates a compelling attraction for
travellers and business travellers alike. Travellers can choose from a range of
accommodations such as Minh Toan Galaxy, Origo Hotel, Grand Cititel Hotel, Win's Danang
Homestay, Uri House Homestay, and more. The steady influx of tourists in the vicinity has
created new opportunities for the thriving hospitality industry. Additionally, the presence of
corporate offices like 2-9 Design Joint Stock Company, Vietnamese Idea Corporation, Llama
7 Company, and Vinaconex Corporation draws office staff and commuters seeking
convenient dining options for both lunch and business meetings.

The style of the beautiful garden that Mộc Bistro plans to develop at the entryway is
modelled after typical three-compartment Vietnamese houses, are designed as small, tranquil,
and unobtrusive spaces, deliberately minimising visual distractions. There are three inner
rooms and two wings in the main home. The middle area, which will function as the living
room, will be used for entertaining guests, having meals, and planning regular get-togethers.
For those who prefer a quieter atmosphere or are dining by themselves, there is a small,
comfortable area located on the left side. Furthermore, for guests who would rather have a
private spot for introductions, there is a quiet area on the right side. Our objective is to
enhance the dining experience and accommodate different requirements by designing the area
according to conventional dwelling standards. Mộc Bistro creates a dining atmosphere that
beautifully blends Vietnamese and Japanese cultures through the lens of the Wabi Sabi

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philosophy, as reflected in the refined and understated decor of its dining spaces. The elegant
setting is characterised by an earthy and warm colour palette, featuring furniture crafted from
humble materials such as wood, wool, clay, rough paper, bamboo, woven grass, leather, flax,
or linen, as well as artificial components.

Furthermore, Mộc Bistro has established a strong omni presence to cater to the demands of
discerning customers, providing them with the opportunity to explore our restaurant
thoroughly before stepping through our doors. This is particularly relevant for a fusion
restaurant with a strong focus on aesthetic architecture. Mộc Bistro employs social media
and a dedicated website as its primary channels. The website features a detailed menu with
ingredient descriptions and prices, along with the narrative behind our thematic concept.
Additionally, it offers a reservation option, allowing guests to easily plan their visit. Mộc
Bistro 's dine-at-home offerings can be conveniently purchased through Shopeefood, Baemin
and Grabfood.

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104
105
106
3.1.4. Promotion:

Promotion encompasses an array of communication tools that serve as conduits to reach our
target audience effectively. Mộc Bistro has implemented a well-round strategy, employing
various channels to deliver relevant, trendy content, encompassing entertainment, and
interactive elements. This combination builds relationships with current clients, draws in new
ones, and raises brand awareness overall.

Digital Marketing
The strategy comprises four key angles, each meticulously designed to resonate with our
cherished patrons to pass details and repeatedly remind and convince the market to purchase
products and services. Mộc Bistro's philosophy is based on the 'Product Perspective.' This
approach looks at new developments in the culinary arts, investigates the historical roots of
well-known cuisines, embraces the Wabi-Sabi philosophy, and delves into the social stories
associated with each meal. It also draws inspiration from influences from other cultures. Our
goal is to arouse feelings of nostalgia and a desire to recreate feelings using the flavours of
past experiences that we can still recall, rather than the actual events. From an experiential
standpoint, we also promise to create magical environments with a focus on nature, so that
visitors may completely appreciate the exquisitely designed dinnerware and décor.

107
Content perspective
Product Experiential Amosphere Brand daily life
Peaceful and nostalgic
Origin escape Design and decor Behind-the-scenes
Spatial
Taste Customised service layout/functionality
Inspiration Social enjoyment
Serving style Cultural values
Creative innovation
factors (novelty and The vibe for guests to
harmony) capture their own image

Every platform has a specific function in our plan for an online presence. If our website
serves as the informational centre for visitors looking for transparency regarding our goods
and services, then Instagram takes on the role of the visual centre. It carefully presents our
brand image, drawing the viewer in and fitting in with their initial impression. Facebook
becomes a for-profit platform that offers comprehensive brand data, including cost, target
consumer profiles, and essential brand attributes. TikTok pretends to be a genuine and open
version of Mộc Bistro. Here, we provide an open picture of "What's actually happening" by
sharing the true tales that underpin our products. We are able to provide the Mộc Bistro brand
more energy and vitality due to this platform. Working together with influencers and Key
Opinion Leaders (KOLs) on TikTok turns into a strategy to encourage user-generated content,
adding even more colour and vibrancy to the Mộc Bistro experience. It is imperative that we
continue to be visible on TripAdvisor and Google Business in order to increase our reach and
familiarity with travellers. These platforms assist in making Mộc Bistro a popular place by
providing visitors with an engaging understanding of our products. With its distinct features
and capabilities, every platform helps Mộc Bistro establish a comprehensive and powerful
online presence.

Digital Marketing
Google
Business/
Website Instagram Facebook Tiktok Tripadvisor

108
 Quick and
Compelling
transparent Aesthetics Summary Honest content
Descriptions
access
User's Sneak product Quick
All in one click
interest preview educational tips
A post on
highlighted
Photos, reels dishes, pricing, User-generated
(products, the limited content Menu, contact
Blog
lifestyle, visual availability (Kols, information
allure) period, and influencers)
emotionally
resonant
Videos
(behind-the-sc Brand
Homepage, Behind-the-Scen
enes, tutorials, information and Reviews/ photos
About us es
promotional persona
clips)
Stories
(daily
Menu Promotional
activities Storytelling
posts
Content shares, survey,
form polls)
Detailed Connect with Humanise the Give a glimpse
product customers over brand and of dining
Create customer
information visually connect with the experience for
awareness
restaurant appealing audience on a tourists/
information content personal level travellers

Run advertised
Function campaign

Event organisation:

According to the Mộc Bistro business plan, we want to build stronger customer relationships
by specializing in campaigns and observing holidays and special occasions with a strong
emphasis on imperfection, simplicity, and appreciating the present moment by bringing the
Wabi-Sabi mindset into our joyous celebrations. Our decor features natural elements like
fresh flowers, twigs, and unpretentious candles, celebrating the uniqueness found in
imperfections. Handcrafted and personalised gifts take centre stage, encouraging the creation
of unique, locally crafted items. Our unique meal prioritises seasonal and local ingredients,

109
savouring the natural flavours and quirks. Intimate gatherings focus on quality interactions,
appreciating the beauty of imperfections in settings and art activities. Candlelit serenity
creates a cosy ambiance, and we reflect on impermanence during special occasions,
emphasising the importance of cherishing fleeting moments.

Event/ Festival Date of organisation Description

Grand Opening 30 - 31/12/2023 ● Tasting Menu for attendants

● Ribbon Cutting

Năm Mới Rực Rỡ, Khởi 1/1/2024 - 4/1/2024 ● Welcome the new year Giap Thin,
Đầu Tốt Đẹp celebrate the new business
opening

Nguyên Đán Shogatsu 10/2/2024 - 17/2/2024 ● Celebrate Lunar New Year with a
cultural exchange, Special Menu

Workshop: Flowery 8/3/2024 ● A workshop on the art of Japanese

Feminine flower arranging. After the event,
participants can choose to bring
home their work or leave it for the
bistro.

Celebrate the Dien Bien 30/4 - 1/5/2024 ● Promotion

Phu victory and
International Labor Day

Niềm vui thơ trẻ 1/6/2024 - 6/6/2024 ● Promotion

Event Love Loyalty 6/7/2024 - 7/7/2024 ● Tanabata or Tet Ngau in Vietnam

is one of the holidays with many
similarities between the two
cultures, symbolising faithful love
and efforts for each other. On this
day, Moc offers Love Loyalty
Combo

110
 Đầm ấm mùa Vu Lan 15/8/2023 - 19/8/2023 ● 2 completely new vegetarian rice
sets, only available on this
occasion

Collaterals: Collaterals are essential assets for Mộc Bistro , serving as powerful tools in
communicating our brand identity and informing our valued patrons about our offerings.
We've designed business cards for our staff, management, and ownership to facilitate easy
contact, proudly displaying our restaurant's brand. Additionally, our eye-catching postcard
collection, both inside and outside the restaurant, serve as canvases for promoting specials
and events, encapsulating the essence of Mộc Bistro 's brand. Last but not least, our branded
to-go packaging not only ensures the secure delivery of our delectable fare but also reinforces
our restaurant's unique identity.

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112
113
114
Word of mouth :Research has shown a strong link between the degree of interactivity,
entertainment, customization, trendiness and customer perceived values, which tends to
spread word of mouth effect (Bushara et al., 2023). In our efforts to create a unique and
appealing restaurant concept, we have established a simple yet elegant theme that combines
Vietnamese and Japanese fusion cuisine. We have added lovely surprises, such personalized
Japanese wish cookies and unique sweets during holidays and festive seasons, to make our
visitors' dining experiences even more memorable. These considerate extras aim to make a
good impression on our clients and promote favorable word-of-mouth referrals. Additionally,
Mộc Bistro's loyalty program is made to honor our regular customers. We've put in place
measures that encourage visitors to interact with us on social media and other platforms in an
effort to actively improve our word-of-mouth marketing efforts. For example, when guests
check in or post reviews on social media, we provide them with handcrafted presents that are
suited to the current season. We also work with bloggers and influencers who can genuinely
talk about their experiences at Mộc Bistro, which helps us reach a wider audience and get
more trust from prospective clients.

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3.2. Action Plan

3.2.1. Brand life cycle

The proposed action plan outlines a broad spectrum of tasks for the first twelve months. To
ensure a pragmatic alignment with the nuanced dynamics of business expansion, the plan is
structured across four distinct phases: Introduction, Growth, Maturity, and Decline.
Mộc Bistro - BRAND LIFE CYCLE

Stage one: Stage two Stage three Stage four

Introduction Growth Maturity Decline

Marketing Create products Maximise market Maximise Reduce

Objectives awareness and share profit while expenditure and
trials defend market renew the brand
share

Marketing Build product Leverage favourable The focus shifts

Enhance user
Strategies awareness reviews towards managing
engagement
among early the decline
rates
adopters and Introduce fresh menu gracefully and
dealers offerings Modify the possibly finding
product ways to extend the
Host engaging events restaurant's

Convert relevance.
Transition from customers'
building awareness digital images
and encouraging trials into tangible
to fostering loyalty items
and preference

Incorporate enticing
special deals to attract
the next tier of
price-conscious
buyers.

116
3.2.2. Brand construction

The strategic approach maintains alignment with the brand's construction to gain how to
humanise the brands, which forge the customer connection, dedicated to upholding a
cohesive and unified brand message. The Credo, composed of simple yet fundamental words,
necessitates a deep comprehension of Mộc Bistro 's inspirational ethos (Saviolo and Marazza,
2013). It caters to the social and emotional needs of customers, serving as a guiding force for
the everyday attitudes, behaviours, and decisions of the brand.

The stories embedded in the brand's background, reflective of its credo, revolve around a
narrative orientation inspired by the resilient spirit of the Vietnamese people who triumph
over challenges with limited material possessions, mirroring the principles of the Wabi Sabi
philosophy. This storytelling approach not only elicits nostalgia but also cultivates empathy,
fostering a profound sense of belonging and connection among customers, ultimately setting
in motion a Word of Mouth effect. While these narratives anchor themselves in the past,
there's a discerning acknowledgment of the need to introduce innovation into heritage for
sustained interest. This narrative evolution demands a harmonious integration with
contemporary trends to establish a timely connection with guests.

The lifestyle proposition encompasses a collection of intentions and themes designed to

resonate with individuals, ensuring ongoing relevance for its audience (Saviolo and Marazza,
2013). Mộc Bistro paints a picture reminiscent of a nurturing person who takes time to
lovingly prepare wholesome meals from natural ingredients, or economically crafts
handmade snacks or cakes to bring joy to guests.

In our brand strategy, Verbal Communication and Expressive Messaging work in tandem with
our Artistic Interior Design to convey a clear identity and values. Through an Inspirational
Copy Approach and Visual Communication, we aim to elevate our messaging and
consistently reinforce our brand's essence. Our culinary experience is characterised by a
regularly refreshed Limited Edition Menu, showcasing our commitment to innovation.
Cultural Occurrences further enrich our brand, offering events that entertain and contribute to
our cultural tapestry. Our team, more than staff, are storytellers, contributing to a collective
narrative through Employee Narratives. Overall, our objective is to effectively convey and

117
fortify the brand's identity, values, and character, ensuring a seamless and captivating
narrative across every touchpoint.

Mộc Bistro - BRAND CONSTRUCTION

Component Definition Objective

Credo Plain, jubiliant and loosed

How can constraining the

emphasis on material
possessions stimulate the Clarify the organization's
Background Stories creativity of our narratives? purpose and identity

Slow
Warm
Caring
Playful
Sophisticated
Economical create a strong and emotional
lifestyle Natural based connection with the target
manifesto proposition Homey audience

Communicat Aesthetic Interior Design

ion Aspirational copy strategy
Image-based communication
Interaction Limited edition menu
frequently updated
Cultural event
Expression Product Story delivering from staff
communicate and reinforce
the brand's identity, values,
and personality in a
consistent and compelling
manner

3.2.3. Action Plan

3.2.3.1. Phase I (12/12 - 23/3)

During Phase I, spanning twelve weeks, our central objective is customer acquisition through
a combination of print and web advertising. The primary emphasis in this phase is diverse,
involving the creation of awareness, capturing attention, soliciting guest testimonials,
providing education about the brand and products, establishing connections through

118
inspirational stories that mirror the essence of Moc, and bolstering trustworthiness through a
series of chef spotlights.

INTRODUCTION

Online campaign 12/12/2023 - 23/3/2024

Channels Details

All of channels
● Design a brand identity
● Create accounts on social media platforms Plan and execute a
grand opening campaign
● Write and distribute press releases to local media outlet
● Establish partnership with local business, cultural organisations,
or influencers
● Host a preview party for influencers, local leaders on Grand
Opening
● Establish KPI to measure the success of the introduction stage

Facebook ● Countdown Series and Grand Opening Announcement

● Cultural Inspiration (Stories, anecdotes, historical references)

Instagram ● Visual teasers for New year decor and ambiance

● Countdown stories to the Grand opening
● The Wabi-Sabi aesthetic influences in the restaurant's
atmosphere
● Interactive Quizzes related to Vietnamese culture and culinary
● Collaborate with influencers

Website ● Update Welcome statement and the inspiration stories

● Philosophy overview
● Menu Teaser for New Year menu
● Reservation information

119
 Tiktok ● Introduction videos
● Teaser videos highlighting signature dishes
● Showcase the Wabi-Sabi aesthetic in action
● Illustrate the seamless fusion of Vietnamese culture and
Wabi-sabi
● Collaborate with influencers

Shopee Food/ ● Update detailed information about each menu items

Grab/ Baemin/
Tripadvisors/ Yelp/

12/12/2023 - 23/3/2023
Offline campaign

Type of activities Details

Event: Grand Tasting Menu for attendants

Opening Ribbon Cutting

Event: Năm Mới If you order over 500,000, you will receive a 15% discount.
Rực Rỡ, Khởi Đầu
Tốt Đẹp

Event: Nguyên A special meal is prepared specifically for Tet: Osechi Ryori tray with
Đán Shogatsu flavours familiar to Vietnamese people.
Order 1 meal and you will get 1 gift draw slot (including: 1 daruma, 3
bags of Fukubukuro blessings, 8 bento boxes, 15 Omamori charms) and
a New Year's greeting card from the restaurant.

Expense

GENERAL MARKETING EXPENSES

Online marketing expenses

1 Tiktok Ads 3 day 400.000,00 đ 1.200.000,00 đ

2 Facebook Ads 3 day 600.000,00 đ 1.800.000,00 đ

3 Instagram Ads 5 Days 133.333,00 đ 666.665,00 đ

120
4 SEO Tool 3 month 140.000 đ 420.000,00 đ

5 Website maintaining fee 3 month 200.000 đ 600.000,00 đ

6 Booking PR articles 1 article 2.000.000 đ 2.000.000,00 đ

7 Booking Influencers 2 people 3.000.000,00 đ 6.000.000,00 đ

GENERAL MARKETING EXPENSES TOTAL 12.686.665,00 đ

EVENT: "Năm mới rực rỡ, Khởi đầu tốt đẹp"

Marketing expenses

1 15% Discount voucher 55 unit 75.000 đ 4,125,000₫

EVENT EXPENSES TOTAL 4,125,000₫

GRAND OPENING EVENT

Offline marketing expenses

1 Hire a sound and light service 1 package 1.500.000 đ 1.500.000 đ

2 Hire a stage 12 m2 100.000 đ 1.200.000 đ

3 Backdrop 10 m2 55.000 đ 550.000 đ

4 Hire Standee 1 unit 85.000 đ 85.000 đ

5 Hire photographer 1 person 1.000.000 đ 1.000.000 đ

Online marketing expenses

1 Tiktok Ads 2 day 200.000 đ 400.000 đ

2 Facebook Ads 2 day 200.000 đ 400.000 đ

EVENT EXPENSES TOTAL 9.635.000 đ

OFFLINE EVENT: "Nguyên đán Shogatsu"

Online marketing expenses

1 Special meal preparation cost 50 Per Pax 1.000.000,00 đ 50.000.000,00 đ

2 Daruma 1 Unit 300.000,00 đ 300.000,00 đ

121
 3 Bags of Fukubukuro blessings 3 Unit 200.000,00 đ 600.000,00 đ

4 Bento boxes 8 Unit 100.000,00 đ 800.000,00 đ

5 Omamori charms 15 Unit 55.000,00 đ 825.000,00 đ

EVENT EXPENSES TOTAL 52.525.000,00 đ

PHASE 1 EXPENSES 65.211.665,00 đ

3.2.3.2. Phase II (23/3/2024 - 30/08/2024)

In Phase II, extending over 15 months, the focus shifts to ongoing product promotion with a
consistent rollout of special sets designed to capture attention and appeal to price-sensitive
customer segments. Moreover, Mộc Bistro aims to transition from awareness and trial
communications to fostering brand preference and cultivating customer loyalty.

GROWTH

Online 23/3/2024 - 1/5/2024

campaign

Channels Details

Facebook ● Update special offers for (Children’s Day, Flowery Feminine

Workshop)
● Introduce the hosts of workshop (background, expertise, passion for
floral and feminine theme)
● Encourage followers to share their favourite floral-themed experience
● Workshop highlight recap
● Commemorate Dien Bien Phu Victory and International Labor Day,
announce the Discounts

Instagram ● Share the workshop preparations, floral arrangement, setup, and

overall ambiance
● Brief Q&A snippets capturing the hosts' insights on the floral
workshop and their perspectives on the philosophy of Wabi-Sabi.
● Encourage followers to share their favourite floral-themed
experiences using a dedicated hashtag

122
 Website ● Educate customer
● Describe product content

Tiktok ● Timelapse workshop set up

● Floral DIY quick tutorial for floral artistry
● A day in a chef's life, how your meal was made
● ‘POV a chill-out brunch at the weekend’, ‘we ferment our seasonal
fruits’
● The series about Vietnamese cuisine culture: Side food, the process of
this made, how it balances the flavour, sauce, how Vietnamese use
spice and herbs to heal the cold

GROWTH

Offline 23/3/2024 - 1/5/2024

campaign

Channels Details

Offline "Ikebana art workshop

event 30 vouchers reducing 35,000₫ off your drinks for the first 30 female
customers to participate for a bill of 100,000₫ drinks, valid for 3 days"

Promotion Discount 20% to 60.000 bill

Promotion Children under 12 years old get one dessert or one drink for free (under
100.000)
Origami random gift

Offline Couple Nights: Couples choosing the combo Love Loyalty get a free couple
Event ticket to a workshop
(13 - 7: "Ceramic Repair Art Workshop Kinsugi" )

Offline 2 Set cơm chay đặc biệt mùa Vu Lan:

Event - Set Quây quần ( Nigiri Jackfruit, Sour Plum with Yaki Mushrooms, Shiru
Cu Lao, Zenzai)
- Set Bình yên ( Okonomiyaki Banana Flower, Maki Springroll, Veggie
Tempura, Bà Ba Zenzai

Expense

123
 PHASE 2: GROWTH

Online marketing expenses

1 Tiktok Ads 7 day 400.000,00 đ 2.800.000,00 đ

2 Facebook Ads 3 day 600.000,00 đ 1.800.000,00 đ

3 Instagram Ads 7 Days 133.333,00 đ 933.331,00 đ

4 SEO Tool 1 month 140.000 đ 140.000,00 đ

5 Website maintaining fee 1 month 200.000 đ 200.000,00 đ

6 Booking PR article 1 article 2.000.000 đ 2.000.000,00 đ

7 Booking Influencers 2 people 3.000.000,00 đ 6.000.000,00 đ

GENERAL MARKETING EXPENSES TOTAL 13.873.331,00 đ

Offline marketing expenses

1 Flower Preparation Co Come in 2.550.000,00 đ 2.550.000,00 đ

me one
2 Vase preparation in Package
one
Pac
3 Tools Preparation
kage

4 Teacher Hiring Fee

5 Projector 1 unit 250.000,00 đ 250.000,00 đ

6 Tea preparation for participants 100 gram 676,00 đ 67.600,00 đ

124
7 Drink Voucher 30 unit 35.000,00 đ 1.050.000,00 đ

EVENT EXPENSES TOTAL 3.917.600,00 đ

Offline marketing expenses

1 Discount 50 unit 12.000,00 đ 600.000,00 đ

EVENT EXPENSES TOTAL 600.000,00 đ

PHASE 2 EXPENSES 13.873.331,00 đ

PHASE 3: GROWTH

Online marketing expenses

1 Tiktok Ads 4 day 400.000 đ 1.600.000 đ

2 Facebook Ads 4 day 600.000 đ 2.400.000 đ

3 Instagram Ads 4 Days 133.333,00 đ 533.332,00 đ

3 SEO Tool 2 month 140.000 đ 280.000 đ

4 Website maintaining fee 2 month 200.000 đ 400.000 đ

5 Booking PR article 2 article 2.000.000 đ 4.000.000 đ

6 Booking Influencers 1 people 3.000.000,00 đ 3.000.000,00 đ

GENERAL MARKETING EXPENSES TOTAL 12.213.332 đ

Offline marketing expenses

125
1 Lost fee for free drink /dessert 50 unit 100.000,00 đ 5.000.000₫

2 Tant paper for Origami 1 package 56.000,00 đ 56.000,00 đ

EVENT EXPENSES TOTAL 5.056.000₫

PHASE 3 EXPENSES 17.269.332₫

PHASE 4: GROWTH

Online marketing expenses

1 Tiktok Ads 6 day 400.000 đ 2.400.000₫

2 Facebook Ads 6 day 600.000 đ 3.600.000₫

3 Instagram Ads 6 Days 133.333,00 đ 799.998,00 đ

4 SEO Tool 3 month 140.000 đ 420.000₫

5 Website maintaining fee 3 month 200.000 đ 600.000₫

6 Booking Influencers 1 people 3.000.000,00 đ 3.000.000,00 đ

GENERAL MARKETING EXPENSES TOTAL 10.819.998₫

Online marketing expenses

1 Teacher Hiring Fee(Tool is 50 position 500.000,00 đ 25.000.000,00 đ

Prepared by teacher)

2 Tea preparation for participants 100 gram 676,00 đ 67.600,00 đ

126
3 Love Loyalty combo prep fee 50 set 98.000,00 đ 4.900.000,00 đ

EVENT EXPENSES TOTAL 29.967.600,00 đ

Online marketing expenses

1 Additional Set Quây quần 50 set 67.000,00 đ 3.350.000,00 đ

Ingredients Fee

2 Additional Set Bình yên 50 set 67.000,00 đ 3.350.000,00 đ

Ingredients Fee

EVENT EXPENSES TOTAL 6.700.000,00 đ

PHASE 4 EXPENSES 47.487.598₫

TOTAL CAMPAIGN EXPENSES 143.841.926₫

10 MONTHS AFTER CAMPAIGN EXPENSES

GENERAL MARKETING EXPENSES

Online marketing expenses

1 Telesales 1 person 0đ 0đ

2 Facebook Ads 50 day 600.000 đ 30.000.000₫

3 Tiktok Ads 30 day 400.000 đ 12.000.000₫

4 Instagram Ads 30 Days 133.333,0 3.999.990,00 đ

0đ

127
 5 SEO Tool 10 month 140.000 đ 1.400.000₫

6 Website maintaining fee 10 month 200.000 đ 2.000.000₫

GENERAL MARKETING EXPENSE TOTAL 49.399.990,00 đ

TOTAL MARKETING EXPENSE (YEAR 0 + YEAR 1) 193.241.916

Summarized Marketing Cost

No. Name of capitals Total (VND)

1 Advertisement expenses 118.140.918

2 Event and workshop expenses 98.766.200

Total 216.907.118

3.2.3.1. Phase III (2025-2027)

Our main goal for the next three years is to increase Mộc Bistro's user engagement rates by
implementing a complete plan based on careful observation and analysis of patron behavior.
We want to identify the underlying factors that draw customers to our institution by delving
into consumer motivations that go beyond fundamental requirements like comfort, novelty
seeking, and cultural curiosity. This methodology will direct our need-based research,
enabling us to initiate focused campaigns that increase user engagement while also
connecting with unexplored market niches. Fostering more public affinities for the Mộc
Bistro brand will need collaborating with other companies, organizing events, and funding
initiatives. A more personal connection is intended by utilizing digital resources to build a
personalized board, but modifying items and offering limited-time special offers will keep
our customers' experience dynamic. In addition, our overall plan calls for revitalizing the
brand to conform to modern styles while unwaveringly maintaining its fundamental character.
This all-encompassing strategy aims to surpass client expectations while also guaranteeing
continued and increased user involvement in the coming years.

128
CHAPTER 4: FINANCIAL ANALYSIS

1. Startup expenses and Capitalization

1.1.Initial Cost

Mộc Bistro 's initial investment costs include construction and renovation, the purchase of
necessary equipment for various departments, and legal procedure costs (Sebastien Rankin,
2021). The estimated initial investment amount is 2,898,567,400 VND within 6 months in the
base year. Each investment category is summarized in the table below:
With details:Financial Analysis_Mộc Bistro

Initial investment costs

Name Price

Constructive Renovation 1,898,950,000

Constructive Renovation 1,778,950,000

Utilities Renovation and maintenance 120,000,000

Legal procedures 20,960,000

Business registration license and related documents 1,500,000

129
Business registration license 100,000

Dossier of certification of business establishments eligible for fire

prevention and fighting and related expenses 8,000,000

Dossier for certification of qualified establishments for food safety and

hygiene and related costs 10,000,000

Trademark Registration Certificate 1,360,000

Restaurant Equipment 698,397,900

Equipment installation 279,874,200

Service area equipment 208,556,700

Bar equipment 149,121,000

Kitchen utensils 60,846,000

Furniture 280,259,500

Grand total 2,898,567,400

Initial investment costs of Mộc Bistro

1.2. Capital structure

Capital structure

Source Amount (VNĐ) Percentages

Ho Tran Phuong Uyen 450,000,000 đ 12.86%

Vo Thi Thanh Thao 450,000,000 đ 12.86%

Nguyen Thi Chau Sa 450,000,000 đ 12.86%

Nguyen Thi Ngoc Han 450,000,000 đ 12.86%

Tran Thi Kim Nhanh 500,000,000 đ 14.29%

TOTAL 2,300,000,000 đ 65.71%

Borrowed Capital

Loan amount(VND): 1,200,000,000 đ 34.29%

Interest rate (%): 6%

130
Loan term (year) 5 years

TOTAL
CAPITALIZATION 3,500,000,000 đ

Capital structure

1.2.1 Source of capital

Mộc Bistro ’s capital structure is a strategic blend of equity and borrowed capital, which
provides flexibility in managing the capital structure and lower overall tax liability for the
entity, enhancing its after-tax returns. The equity component is derived from the contributions
of five individuals, each with varying ownership percentages. Ho Tran Phuong Uyen, Vo Thi
Thanh Thao, Nguyen Thi Chau Sa, and Nguyen Thi Ngoc Han each hold a 12.86% of the
capital, while Tran Thi Kim Nhanh possesses a 14.29% ownership. Collectively, this equity
infusion amounts to 2,300,000,000 VND, constituting 65.71% of the total capitalization.

In parallel, Mộc Bistro has leveraged its financial position by securing a loan of
1,200,000,000 VND from AgriBank. This debt represents 34.29% of the total capitalization,
carrying an interest rate of 6% and maturing over a 5-year period. All the owner's capital and
borrowed funds will be fully contributed and completed within the base year (1 year prior to
the opening date).

The integration of both equity and debt in the capital mix reflects a calculated balance,
influencing the company’s risk profile, financial stability, and overall cost of capital. The
distribution of equity underscores a long-term commitment from individual stakeholders,
aligning their interests with the success of Mộc Bistro .In exchange for taking on the related
risks, equity investors might get ownership benefits including dividends and possible capital
growth. However, debt holders—represented by Borrowed Capital—have a more definite
claim on the cash flows of the business, as they are entitled to principle repayment as well as
interest payments.

1.2.2. Use of capital

Use capital for the base year

131
Name Amount (VNĐ) Percentage

Initial costs 2,898,567,400 82.82%

Pre-opening marketing 216,907,118 6.20%

Remaining of capital 384,525,482 10.99%

Total of capital 3,500,000,000 100%

Use capital for the base year

A sizable amount of Mộc Bistro's startup funding will go toward the planning phase. To be
more precise, 2,898,567,400 VND, or 82.82% of Mộc Bistro's entire starting capital, will go
into building and renovating, buying the required tools and equipment, and taking care of
legal documents in compliance with state laws. Furthermore, a total of 216,907,118 VND, or
6.20% of the capital, would be used for marketing and promotional efforts during the three
months preceding the restaurant's inauguration. The remaining sum will be set aside for
various costs throughout the first operational year, such buying raw materials and paying for
unforeseen bills.

2. Revenue streams

Mộc Bistro wants to create income projections for a range of situations so that we can be
ready for everything and make wise choices. Based on projected revenue split into two
primary areas, Mộc Bistro delivers an estimated revenue for the first year: food and beverage
services. A summary of the three scenarios—Optimistic, Most Likely to Occur, and
Pessimistic—is given in the section that follows. Projected food revenue is expected to
constitute the majority of total revenue, accounting for 70%. Conversely, the anticipated
beverage services are expected to contribute to 30% of the total revenue.
With details:Financial Analysis_Mộc Bistro

2.1. Forecast first year revenue

Average number of customers visiting the restaurant daily - Optimistic

132
 Number of average
guests Sales per guest Average daily revenue

250,000

Food 175,000 21,000,000

Beverage 120 75,000 9,000,000

Average number of customers visiting the restaurant daily - Optimistic

In the optimistic scenario, it is estimated that the average daily number of customers
visiting the restaurant is 120, with an anticipated revenue per customer of 250,000 VND,
covering both food and drinks. The daily revenue is expected to be 30,000,000 VND.

Revenue in the first year 2024 - Optimistic

Type Jan Feb March April May June

Food 651,000,000 588,000,000 651,000,000 630,000,000 651,000,000 630,000,000

Drink 279,000,000 252,000,000 279,000,000 270,000,000 279,000,000 270,000,000

Total 930,000,000 840,000,000 930,000,000 900,000,000 930,000,000 900,000,000

Type Jul Aug Sep Oct Nov Dec

Food 651,000,000 651,000,000 630,000,000 651,000,000 630,000,000 651,000,000

Drink 279,000,000 279,000,000 270,000,000 279,000,000 270,000,000 279,000,000

Total 930,000,000 930,000,000 900,000,000 930,000,000 900,000,000 930,000,000

Revenue in 1st year (2024) – Optimistic

This represents Mộc Bistro 's optimistic scenario, where favourable conditions or strategic
initiatives could result in higher-than-expected sales. The projected potential revenue for
this scenario is 10,950,000,000 VND (2024). Achieving this level of success will
necessitate a well-executed marketing campaign, a diverse menu offering, positive
economic trends, or other opportunities that can stimulate customer demand.

Average number of customers visiting the restaurant daily - Most likely

133
 Number of average Average daily
guests Sales per guest revenue

250,000

Food 175,000 15,925,000

Beverage 91 75,000 6,825,000

Average number of customers visiting the restaurant daily - Most likely

In the most likely scenario, it is estimated that the average number of customers visiting
the restaurant daily is 91, with an anticipated revenue per customer of 250,000 VND,
inclusive of both food and drinks. This results in an expected daily revenue of 22,750,000
VND.

Revenue in the first year 2024 - Most likely

Type Jan Feb March April May June

Food 493,675,000 445,900,000 493,675,000 477,750,000 493,675,000 477,750,000

Drink 211,575,000 191,100,000 211,575,000 204,750,000 211,575,000 204,750,000

Total 705,250,000 637,000,000 705,250,000 682,500,000 705,250,000 682,500,000

Type Jul Aug Sep Oct Nov Dec

Food 493,675,000 493,675,000 477,750,000 493,675,000 477,750,000 493,675,000

Drink 211,575,000 211,575,000 204,750,000 211,575,000 204,750,000 211,575,000

Total 705,250,000 705,250,000 682,500,000 705,250,000 682,500,000 705,250,000

Revenue in 1st year (2024) – Most likely

The most likely scenario serves as the foundation for operational planning and resource
allocation, allowing Mộc Bistro to set realistic expectations. In this case, the estimated
revenue for the restaurant is projected to reach 8,303,750,000 VND in 2024.

Average number of customers visiting the restaurant daily - Pessimistic

134
 Number of average
guests Sales per guest Average daily revenue

250,000

Food 175,000 10,500,000

Beverage 60 75,000 4,500,000

Average number of customers visiting the restaurant daily - Pessimistic

In the pessimistic scenario, it is estimated that the average daily number of customers
visiting the restaurant is 60, with an expected revenue per customer of 250,000 VND,
covering both food and drinks. This results in an anticipated daily revenue of 15,000,000
VND.

Revenue in 05 years – Pessimistic

Type 2024 2025 2026 2027 2028

Food 4,599,000,000 5,058,900,000 5,564,790,000 6,121,269,000 6,733,395,900

Drink 1,971,000,000 2,168,100,000 2,384,910,000 2,623,401,000 2,885,741,100

Total 6,570,000,000 7,227,000,000 7,949,700,000 8,744,670,000 9,619,137,000

Growth
rate 10% 10% 10% 10%

Revenue in 1st year (2024) – Pessimistic

In a pessimistic scenario, factors such as an economic recession, increased competition, or

other adverse events could impact customer traffic. The expected revenue is approximately
5,470,000,000 VND. In response, Mộc Bistro has outlined strategies to minimize risks
and losses.

2.2. Revenue forecast in 5 years

135
Revenue forecast for 5 years – Optimistic

Type 2024 2025 2026 2027 2028

Food 9,198,000,000 10,117,800,000 11,129,580,000 12,242,538,000 13,466,791,800

Drink 3,942,000,000 4,336,200,000 4,769,820,000 5,246,802,000 5,771,482,200

Total 13,140,000,000 14,454,000,000 15,899,400,000 17,489,340,000 19,238,274,000

Growth
rate 10% 10% 10% 10%

Revenue forecast for 5 years – Optimistic

Revenue forecast for 5 years – Most likely

Type 2024 2025 2026 2027 2028

Food 5,812,625,000 6,393,887,500 7,033,276,250 7,736,603,875 8,510,264,263

Drink 2,491,125,000 2,740,237,500 3,014,261,250 3,315,687,375 3,647,256,113

Total 8,303,750,000 9,134,125,000 10,047,537,500 11,052,291,250 12,157,520,375

Growth
rate 10% 10% 10% 10%

Revenue forecast in 5 years – Most likely

Revenue forecast for 5 years – Pessimistic

Type 2024 2025 2026 2027 2028

Food 4,599,000,000 5,058,900,000 5,564,790,000 6,121,269,000 6,733,395,900

Drink 1,971,000,000 2,168,100,000 2,384,910,000 2,623,401,000 2,885,741,100

Total 6,570,000,000 7,227,000,000 7,949,700,000 8,744,670,000 9,619,137,000

Growth
rate 10% 10% 10% 10%

Revenue forecast in 5 years – Pessimistic

136
Based on the 1-year revenue forecast scenario, we extrapolate a 5-year revenue scenario.

In an optimistic scenario, Mộc Bistro anticipates that its total sales over the next five years
would reach 80,221,014,000 VND, growing at an average annual rate of 10%. This optimistic
outlook hinges on positive factors such as expanding services, introducing new products, or
increasing promotional activities to attract a larger customer base. Economic growth,
population expansion, or shifts in consumption trends may also contribute significantly.

In the most likely scenario, the forecasted average annual revenue growth is 10%, resulting in
an estimated total revenue of VND 50,695,224,125 over the next 5 years. This scenario
assumes that Mộc Bistro will maintain its current operations, sustain a stable customer base,
and pursue reasonable expansion efforts. While it may not exhibit exceptional growth, it does
establish a reliable foundation for the restaurant's future.

In the pessimistic scenario, Mộc Bistro 's total revenue forecast for the next 5 years is
expected to be 40,110,507,000 VND, projecting a 10% increase in revenue each year. This
scenario envisions challenges for Mộc Bistro in maintaining or growing revenue, possibly
due to factors such as intense competition in the market or a decline in demand. Financial
issues, including high debt and operating costs, could reduce profits and hinder investment
for growth. Failure to promptly adapt to changing consumer trends could also negatively
impact revenue.

3. Operating expense

3.1. Fixed Cost

Fixed expenses are accounts that do not change based on sales revenue. That is, they are cost
accounts that the business has committed to that are not required for production volume.
(StudySmarter UK,n.d.)

Fixed expense

Type of 2023 (6
expense months) 2024 2025 2026 2027 2028

137
Real
estate
expense 180,000,000 360,000,000 378,000,000 396,900,000 416,745,000 437,582,250

Bank
Interest 26,000,000 304,200,000 289,800,000 275,400,000 261,000,000 226,600,000

Total 180,000,000 664,200,000 667,800,000 672,300,000 677,745,000 664,182,250

05 years fixed cost – Most likely

● Real estate expense

According to market research, the Mộc Bistro location would be a rented real estate with a
price of 30,000,000 VND per month. The rental price is anticipated to increase annually, with
an annual cap not exceeding 5% compared to the previous year, as per the agreement between
Mộc Bistro and the landowner. The rent for the 6-month construction period in 2023 is
180,000,000 VND, and the expected rental price for the entire year in 2024 is 360,000,000
VND.
● Bank Interest
Mộc Bistro has a loan from Agribank with an interest rate of 6%, and the principal will
remain unchanged until 2028 when the debt is fully repaid. Therefore, the interest expenses
are considered fixed costs throughout Mộc Bistro 's business operations. The principal
amount and interest payable in the first year (2024) is 304,200,000 VND, and it is
continuously distributed over five years to manage debt repayment while maintaining
profitability.

3.2. Contra Asset

2023 (startup
expense) 2024 2025 2026 2027 2028

Equipment 698,397,900 572,718,320 447,038,740 321,359,160 195,679,580 70,000,000

Furniture 280,259,500 229,807,600 179,355,700 128,903,800 78,451,900 28,000,000

Constructiv
e
Renovation 1,898,950,000 1,541,655,000 832,097,040 298,670,560 469,770,000 112,475,000

138
Accumulat
ed
depreciatio
n method 2,877,607,400 2,344,180,920 1,458,491,480 748,933,520 743,901,480 210,475,000

Accumul
ated
Deprecia
tion 2024 2025 2026 2027 2028

Equipment
(Use the
equipments for
5 years and
expects to sell
them for
70,000,000 vnd
after 4 years) 5 125,679,580 251,359,160 377,038,740 502,718,320 628,397,900

Furniture
(Use the
Furniture for 5
years and
expects to sell
them for
28,000,000 vnd
after 5 years) 5 50,451,900 100,903,800 151,355,700 201,807,600 252,259,500

139
 Constructive
Renovation
(Use the
Furniture for 5
years and
expects to sell
them for
112,475,000
vnd after 5
years) 5 357,295,000 714,590,000 1,071,885,000 1,429,180,000 1,786,475,000

TOTAL 533,426,480 1,066,852,960 1,600,279,440 2,133,705,920 2,667,132,400

Depreciation expense

● Depreciation
The asset's value is gradually decreased over each period using the cumulative depreciation
technique until it reaches its salvage value. The cost of capital assets is allocated through
accumulated depreciation. It is computed by dividing the asset's salvage value (less cost) by
the asset's usable life (CFI Team, 2015). We used the formula Annual Depreciation Expense
= (Cost of the Asset - Salvage Value) / Useful Life of the Asset to determine accumulated
depreciation (Dikshita Jain, 2023). Next, after having the depreciation value of the years, we
will subtract the startup asset from the previous year to know the depreciation value over the
years of equipment and furniture.

3.3. Variable Cost

The expenses that vary with changes in industrial output are known as variable costs.
Variable costs are costs that must be paid directly into the process of creating a product such
as raw materials, worker costs, packaging, production cost, etc. (StudySmarter UK,n.d.)

05 years Variable cost - Most likely

Type 2024 2025 2026 2027 2028

Food cost 1,627,535,000 1,790,288,500 1,969,317,350 2,166,249,085 2,382,873,944

140
Drink cost 697,151,000 767,266,500 843,993,150 928,392,465 1,021,231,712

Utilities 193,925,488 199,743,253 205,735,550 211,907,617 218,264,845

Marketing
and
Advertising 227,752,474 239,140,098 251,097,102 263,651,958 276,834,555

Maintenance
cost 120,000,000 126,000,000 132,300,000 138,915,000 145,860,750

Total
variable
cost 2,866,363,962 3,122,438,351 3,402,443,152 3,709,116,125 4,045,065,806

05 years variable cost - Most likely

● Ingredients cost
One of the important variable costs mentioned first is the cost of food ingredients and drinks,
with dessert calculated at 28% of total revenue. In the first year, estimate the cost of food
ingredients. Food and dessert costs are 1,627,535,000 VND, and beverage costs are
697,266,500 VND in 2024. These costs are expected to increase at different rates based on
annual revenue growth rates.
● Utilities cost
Mộc Bistro determines utility costs including: electricity, water and internet, gas. This cost is
estimated at 2,4% of revenue in the first year and the first year cost is 193,925,488 VND.
● Marketing and Advertising cost
The marketing expenses of Mộc Bistro in the first year will include the direct costs of
running advertisements on social media platforms and the costs of opening advertising
campaigns. In the first year, there will be an increased focus on extensive advertising to
promote the brand to a larger customer base, forecasting to be 227,752,474 VND, accounting
for 2.8% of the revenue.
● Maintenance cost
Mộc Bistro 's maintenance costs are calculated based on the expenses associated with
checking the equipment system at the restaurant and the Point-of-Sale (POS) equipment
system for payment at the restaurant. In the first year of 2024, these costs are expected to
amount to 120,000,000 VND forecasting for 1,5% of the revenue.

141
3.4. Wage Cost

Wage costs at Mộc Bistro will be divided into main parts: Employee salary, social insurance,
employee benefits.
Wage expense

Type of
expense 2024 2025 2026 2027 2028

Salaries 1,543,200,000 1,620,360,000 1,701,378,000 1,786,446,000 1,875,769,000

Social
Insurance,
Health
insurance,
and
Unemployme
nt insurance 304,128,000 313,251,840 322,649,395 332,328,877 342,298,743

Employee
benefit 220,000,000 226,000,000 233,398,000 238,065,960 245,207,939

Total 2,067,328,000 2,159,611,840 2,257,425,395 2,356,840,837 2,463,275,682

05 years wage expense – Most likely

● Social insurance, Health insurance, and Unemployment insurance

Mộc Bistro will pay 22% of employee salary towards the insurance package, which
principally covers three types of insurance: unemployment, health, and social insurance. In
the first year, the total salary for employees is 1,543,200,000 VND, so the insurance cost will
be 304,128,000 VND for the first year.
● Salaries
The salaries of employees in each department have been calculated specifically and in detail
in Section 1.1.3 of Chapter 3. The total salary for the first year is 1,543,200,000 VND (2024).
Salary costs are expected to increase by a maximum of 5% over the next four years,
according to Mộc Bistro 's forecast. This planned increase is intended to encourage and boost
employee motivation, promoting more efficient work performance.
● Employee Benefits

142
In addition to the above costs, Mộc Bistro also provides additional benefits for employees,
including lunch allowances, monthly bonuses, and organizing major activities during the year
for employees. Therefore, these costs are expected to increase by a maximum of 3% annually.

3.5. Total operating expense

Total operating expense - Most likely

Operating
expense 2024 2025 2026 2027 2028

Cost of
Goods Sold 2,324,686,000 2,557,555,000 2,813,310,500 3,094,641,550 3,404,105,656

Selling and
G&A
Expenses 3,273,205,962 3,392,895,191 3,518,858,048 3,651,395,292 3,770,822,327

Total
operating
expense 5,597,891,962 5,950,450,191 6,332,168,548 6,746,036,842 7,174,927,983

Mộc Bistro ’s operating expense - Most likely

Selling and G&A expenses will encompass a range of costs, including real estate expenses,
bank interest, salaries, social insurance, employee benefits, utilities, marketing and
advertising, as well as maintenance costs.

The Mộc Bistro restaurant's entire anticipated running expenses are predicted to be
5,938,346,606 VND. This means that in the first year, 71.51% of the restaurant's total income
will be represented, followed by 68.58% in the second year, then 60.07%, 58.43%, and
56.88% in the following three years, respectively.

4. Statement analysis

4.1. Income statement - Most likely scenario

143
Income Statement (Most likely)

2024 2025 2026 2027 2028

Revenue 8,303,750,000 9,134,125,000 10,047,537,500 11,052,291,250 12,157,520,375

Cost of
Goods
Sold 2,452,800,000 2,943,360,000 3,532,032,000 4,238,438,400 5,096,126,080

Food 1,716,960,000 2,060,352,000 2,472,422,400 2,966,906,880 3,570,288,256

Beverage 735,840,000 883,008,000 1,059,609,600 1,271,531,520 1,525,837,824

Gross
Profit 5,850,950,000 6,190,765,000 6,515,505,500 6,813,852,850 7,061,394,295

Selling
and G&A
Expenses 2,969,005,962 3,103,095,191 3,243,458,047 3,390,395,292 3,544,222,327

Marketing
and
Advertisin
g 227,752,474 239,140,098 251,097,102 263,651,958 276,834,555

Real estate
expense 360,000,000 378,000,000 396,900,000 416,745,000 437,582,250

Utilities
(Electricit
y, water,
wifi) 193,925,488 199,743,253 205,735,550 211,907,617 218,264,845

Wage
(Salary,
welfare,
training,...
) 2,067,328,000 2,160,211,840 2,257,425,395 2,359,175,717 2,465,679,927

Other
(R&D, 120,000,000 126,000,000 132,300,000 138,915,000 145,860,750

144
maintenan
ce,...)

EBITDA 2,881,944,038 3,087,669,809 3,272,047,453 3,423,457,558 3,517,171,968

Depreciati
on 533,426,480 533,426,480 533,426,480 533,426,480 533,426,480

EBIT 2,348,517,558 2,554,243,329 2,738,620,973 2,890,031,078 2,983,745,488

Interest
Expenses 304,200,000 289,800,000 275,400,000 261,000,000 226,600,000

EBT 2,044,317,558 2,264,443,329 2,463,220,973 2,629,031,078 2,757,145,488

Taxes(20
%) 408,863,512 452,888,666 492,644,195 525,806,216 551,429,098

Net Profit 1,635,454,046 1,811,554,663 1,970,576,778 2,103,224,862 2,205,716,390

Mộc Bistro ’s Income statement - Most likely

The projected Income Statement for Mộc Bistro from 2024 to 2028 reveals a promising
trajectory marked by consistent growth and financial health. The revenue forecast
demonstrates an impressive expansion, surging from 8,303,750,000 VND in 2024 to
12,157,520,375 VND in 2028, indicating robust increases in business activities and sales.
This positive trend is further reflected in the ascending gross profit, showcasing effective cost
management and strategic pricing approaches.

EBITDA (Earnings Before Interest, Taxes, Depreciation, and Amortization) increased

significantly, indicating that the business is able to make significant profits from its core
operations. This increase highlights operating efficiency. An additional indication of Mộc
Bistro's financial strength is the steadily increasing EBT (Earnings Before Taxes), which
shows steady profitability prior to taking tax consequences into consideration.

Despite the progressive increase in Selling, General, and Administrative (G&A) expenses
anticipated, sustaining strong profit margins depends on their efficient management. Interest

145
costs remain stable, with a significant decline in 2026, which calls for explanation and could
indicate a particular financial plan or assumption at that time.

As a result of these developments, net profit has been increasing, rising from 1,635,454,046
VND in 2024 to an astounding 2,205,716,390 VND in 2028. This shows that Mộc Bistro can
consistently turn a profit during the anticipated term.

The thorough examination of Mộc Bistro's Income Statement, in general, indicates a

promising and long-term future. Because of its capacity to control expenses, promote revenue
expansion, and adjust to shifting market conditions, the firm is well-positioned to succeed
going forward. Maintaining and increasing profit margins while Mộc Bistro continues on its
development trajectory will need close examination and aggressive management of operating
costs.

4.2. Balance sheet & Cash Flow

The cash flow data and balance sheet of Mộc Bistro over a 5-year period show a strong
financial trend since the company's founding. A substantial amount of money was spent in
the first year; 89% of the funds were used to construct facilities and develop promotional
plans for the opening ceremony. By strategically selecting a site with pre-existing
infrastructure, architectural improvements could be made at a lower cost, hence providing a
financial cushion against any unpredictabilities during the restaurant's launch.

Mộc Bistro has carefully evaluated a range of financial scenarios over the course of the
planned five years, utilizing its starting reserve capital to achieve a high possibility of
breaking even and making a profit. Interestingly, the company has avoided big investments
and quick expansion by using a cautious and slow development approach. As a result, the fact
that there is no further debt and that the equity is stable and always falls between 3 and 6
billion highlights how prudent this strategy is. The net profit of the restaurant also shows
some consistency.

This prudent approach emphasizes the significance of preserving financial stability in the
early years and fits perfectly with Da Nang's vibrant and competitive market. Considering the
future, Mộc Bistro may look into other development paths after gaining a firm footing in the
industry, thus stability and strategic expansion must be balanced.

146
Balance Sheet(Most likely)

Base year 2024 2025 2026 2027 2028

Assets

Cash and cash

equivalents 622,392,600 2,317,246,646 2,484,947,263 2,628,369,378 2,746,617,462 2,834,708,990

Equipment,
Furniture,
Constructive
Renovation 2,877,607,400 2,344,180,920 1,810,756,440 1,277,327,960 743,901,480 210,475,000

Accumulated
depreciation - -533,426,480 -1,066,850,960 -1,600,279,440 -2,133,705,920 -2,667,132,400

Total Assets 3,500,000,000 5,194,854,046 5,362,554,663 5,505,976,778 5,624,224,862 5,712,316,390

Liabilities

Current
liabilities 6,000,000 59,400,000 51,000,000 35,400,000 21,000,000 6,600,000

Long term
liabilities 1,200,000,000 1,200,000,000 1,200,000,000 1,200,000,000 1,200,000,000 1,200,000,000

Equity

Investment
capital 2,300,000,000 2,300,000,000 2,300,000,000 2,300,000,000 2,300,000,000 2,300,000,000

Retained
earnings - 1,635,454,046 1,811,554,663 1,970,576,778 2,103,224,862 2,205,716,390

Total
liabilities
and equity 3,500,000,000 5,194,854,046 5,362,554,663 5,505,976,778 5,624,224,862 5,712,316,390

Mộc Bistro ’s balance sheet– Most likely

147
Cash flow statement (Most likely) (In VNĐ)

Base year
(2023) 2024 2025 2026 2027 2028

Cash flow
from
Operation

EBIT 2,348,517,558 2,554,243,329 2,738,620,973 2,890,031,078 2,983,745,488

Interest 304,200,000 289,800,000 275,400,000 261,000,000 226,600,000

Taxes 408,863,512 452,888,666 492,644,195 525,806,216 551,429,098

Net Income 1,635,454,046 1,811,554,663 2,245,976,778 2,364,224,862 2,432,316,390

Depreciation 533,426,480 1,066,850,960 1,600,279,440 2,133,705,920 2,667,132,400

Net Capital
Spending 2,898,567,400

Free Cash
Flow -2,898,567,400 2,168,880,526 2,878,405,623 3,846,256,218 4,497,930,782 5,099,448,790

Discounted
Free Cash
Flow -2,898,567,400 1,971,709,569 2,378,847,622 2,889,749,225 3,072,147,245 3,166,356,490

Mộc Bistro ’s cash flow– Most likely

4.3. Capital budgeting

4.3.1. NPV, IRR, and Discounted payback period analysis

Most likely

NPV

Base year 2024 2025 2026 2027 2028

Free Cash
Flow -2,898,567,400 2,168,880,526 2,878,405,623 3,846,256,218 4,497,930,782 5,099,448,790

148
Discounted
rate r=10
% 10.00%

CF/(1+r) -2,898,567,400 1,971,709,569 2,378,847,622 2,889,749,225 3,072,147,245 3,166,356,490

NPV 10,580,242,751

Payback
(month) 18

IRR 94%

NPV, IRR, and Discounted payback period of Mộc Bistro

The Payback Period Method, Net Present Value (NPV), and Internal Rate of Return (IRR) are the
three typical capital budgeting approaches that Mộc Bistro uses to assess possible improvements.
When capital budgeting and investment planning, net present value (NPV) is a crucial instrument
for determining the initial investment's profitability.

Certain important inferences can be made based on the data obtained from capital budgeting. One
encouraging thing about the project is that its payback period is projected to be about one year and
six months. Moreover, the project's positive Net Present Value (NPV) of 10,580,242,751 VND
significantly implies that funding it will eventually generate lucrative returns for the company.

With an estimated Internal Rate of Return (IRR) of 94%, the project is most assured of success,
which is rather encouraging. A project's ability to meet and even surpass expectations is reassured
by this strong internal rate of return. All things considered, these financial metrics show that the
business is doing well financially.

4.3.2. ROA, ROE, Net Profit Margin

149
 Mộc Bistro - Financial Ratios

A net profit margin of 10% is generally regarded as typical, whereas a margin of 20% is
considered excellent or "good." This suggests that Mộc Bistro's profit margin for the next five
years will be adequate. Positive trends have been observed in the Return on Assets (ROA)
ratio, which is a crucial measure of a company's profitability in relation to its capital
investment. During the course of the last five years, the ROA has notably increased from
34.49% to nearly 50%, demonstrating effective and rising capital utilization.

Moreover, there are encouraging trends in the Return on Equity (ROE) ratio, which evaluates
profitability using shareholders' equity. Even if there might not be a significant rise, the
project is doing well if there isn't any discernible decline. This shows that, in comparison to
the stock spent, the company is continuing to turn a profit. All things considered, these
financial statistics highlight Mộc Bistro's solid financial performance and effective use of
equity and assets.

CHAPTER 5: RISK AND CONCLUSION

1. Risks Management

1.1. Compliance Risk

● Risks of food safety

150
Risks to food safety are one of the most frequent issues restaurants deal with, and they can
have very negative effects on both the patrons' health and the restaurant's reputation. The
reasons could be inadequate processing techniques, incorrect food preservation, or raw
ingredients that do not guarantee safety and hygiene. Mộc Bistro needs to take aggressive
steps to avoid issues with food safety. The restaurant's top priorities are to guarantee that
input ingredients fulfill strict quality standards, to enforce food safety certificates, and to
routinely inspect ingredient quality in order to contribute to supply chain dependability.
Safety regulations are followed when designing processing methods, and employees receive
extensive training to ensure compliance. All aspects of the production process are closely
monitored and managed thanks to routine hygiene checks. By taking these precautions, Mộc
Bistro not only guarantees the quality of its meals but also sets a high bar for food safety.
This preserves the restaurant's good name while also safeguarding patrons' health and
confidence and creating a reliable dining environment.

● Risks when renting business premises

Mộc Bistro may encounter issues while leasing land for commercial purposes, such as rising
rent and modifications to the landowner's regulations. The deal with Mộc Bistro will contain
a one-year guarantee against unjustifiable price increases (such as those exceeding 10%).
Financial stability is improved as a result. Furthermore, in order to protect the landowner's
rights in the event that they decide to recover the land before the deadline, the contract will
clearly specify requirements for reimbursement. The landowner will be responsible for any
real losses if they remove the land before the deadline. Along with familiarizing itself with
the landlord's policies, Mộc Bistro must also carefully review the contract and establish a
strong working relationship from the start. Having funds on hand for unanticipated issues is
another essential component.

1.2. Financial Risk

● Risks of investment

When starting a fine dining establishment, a substantial amount of money must be set aside
for the lavish, premium equipment. The first things that must be done are to have skilled

151
chefs, excellent contemporary equipment, and other components available. However, a large
upfront cost might put a lot of strain on one's resources, requiring a strict and well-defined
financial strategy. This is troublesome, especially when the earnings of a large restaurant does
not quickly cover its initial costs. This might lead to unstable finances and impede the
restaurant's success in growing. An approach to solve the issue might be to create a company
model that is adaptable to customer requests and shifting market conditions. This lowers the
risk associated with capital investments and increases the possibility of success and sustained
development in the upmarket cuisine industry.

● Risks of revenue fluctuations

Due to a number of factors, including shifts in consumer demand and rivalry among rival
restaurants, high-end dining establishments will inevitably experience revenue fluctuations.
Mc Bistro has developed a flexible and accurate mechanism for changing pricing while
preserving profits in order to address this challenge. This technique for figuring out the value
clients want and their willingness to pay includes technical market research as a key element.
Restaurants are able to balance value and quality by adjusting their prices accordingly. The
impact of revenue fluctuation can be lessened concurrently by enacting targeted discounts
and pursuing a competitive pricing strategy.

1.3. Operation Risk

Operational risks include situations where Mộc Bistro might lose money for a number of
reasons, such as delays, human mistake, or carrying out unapproved operations. Internal
issues might include systems and regulatory noncompliance in business operations.
Furthermore, there are external elements that can have a direct impact on the restaurant's
image. Mc Bistro is handling this issue by conducting study and identifying potential
concerns. It is critical to apply treatment options early in order to prevent and mitigate their
detrimental consequences. Mc Bistro can thus preserve and improve its favorable image in
the restaurant sector.

● Risks in business strategy

152
Risks and blunders in business strategy are unavoidable for restaurants. It is possible, for
example, that the restaurant is not targeting the right clientele, or that the marketing strategy
is ineffective. Before designing a plan, Mc Bistro chose to do research and carefully evaluate
client habits and behaviors when choosing restaurants in Da Nang in order to avoid risks and
remedy faults in campaigns. This helps identify customers' aims and desires, allowing
business tactics to be optimized. Furthermore, if risks are identified or revisions are required
to meet market and customer needs, Mc Bistro will alter and change strategies as needed.
Restaurants can quickly change and ensure the best performance in a demanding business
environment in this manner.

● Risks of supply chain disruption

The production and distribution of goods and services may be impacted by the risk of a
supply chain disruption. For a restaurant like Mc Bistro, major hurdles could include the loss
of a major supplier or issues with the quality of the products. Forecasting and locating
trustworthy alternative supply sources are essential to managing this circumstance. A
dependable and constant supply is further ensured by forming agreements with different local
and international supply partners.

A restaurant's reputation may also be impacted by the quality of its products. Managing
material quality at every level of the supply chain and enforcing transportation rules assist the
proper and safe delivery of goods. In the end, effective collaborations and risk management
are necessary to reduce the likelihood of interruption. This entails regularly monitoring the
performance of supplier partners in addition to investing in technology and preventative
measures.

● Risks to human resources and employees

Analyze procedures and guidelines to ensure sustained staff retention, and tackle the
difficulty of attracting and retaining individuals who possess the necessary education and
expertise. Employee disputes are common in the restaurant sector, and they are often
accompanied by a lack of professionalism and passion for one's work. There's a chance that
workers will act improperly by abusing their position.

153
To solve these problems, Mộc Bistro can apply specific, specialist remedies. First, establish
internal control systems and provide workers with professional ethics training in order to
preserve transparency and accountability in day-to-day operations. A useful technique for
identifying and handling improper conduct is the creation of a reporting mechanism. Only
candidates who genuinely possess skill and excitement will be selected, so Mc Bistro may
carefully choose candidates and uphold a high standard of hiring. Encouraging employees
and managing both stable and flexible employment are equally important. To maintain
employee enthusiasm and provide excellent service, a pleasant and exciting work
environment is also crucial. And last, one tactic to promote dedication and excellent
performance is to provide employees room for advancement and perks.

● Reputational risk

One common risk that impacts business operations is reputational risk, especially in the
fiercely competitive food sector. If Mộc Bistro doesn't differentiate itself from the
competition, they risk losing both clients and reputation. Additionally, if customer concerns
are not resolved effectively and quickly, they might harm the brand's reputation. To lessen
this risk, Mộc Bistro has put in place a strict policy for client care. Every time a client
finishes their meal, staff members ask on the quality of the meal and service; this enables the
(early) discovery of problems and prompt customer feedback.

In order to handle problems that may occur, restaurants have incentive programs in place.
These policies could cover discounts, free drinks, mementos, or even repayment, depending
on how bad the problem is. Building dependable relationships with customers and giving
them outstanding dining experiences are the goals.

1.4. Customer Risk

Risks of differences in culture and customs

Meeting people from other cultures and trying food from around the world are two great
benefits of traveling. Nevertheless, in order to meet the diverse demands of customers from
all over the world, Mộc Bistro restaurant needs to take certain measures to enhance the
gastronomic experience and avoid misunderstandings. Cultural and culinary differences can
provide a number of concerns, particularly in an increasingly globalized society where

154
individuals from many origins connect and share meals. Therefore, teach staff members about
cultural diversity and engage in responsive communication. Make use of simple language and
stay away from jargon that can lead to cross-cultural miscommunication. Respectfully handle
any scenario involving a cultural disagreement and find flexible solutions. Gather consumer
feedback and apply it to your service and dining experiences going forward. These actions
not only assist Mộc Bistro in establishing a genuine and friendly atmosphere for guests from
abroad, but they also provide the groundwork for an exceptional and varied dining
experience.

2. Conclusion and Recommendation

Mộc Bistro should be the first dining facility in Da Nang that harmoniously fuses the flavour
elements of Vietnamese cuisine with the Wabi Sabi philosophy and aesthetics of Japan,
aiming to create an in-depth experience for patrons. This is a 5-member- project conducted
after a thorough research on the market. Recognizing the limitations of experiential culinary
models, Mộc Bistro was established to become a distinctive location that would expand on
the culinary experience.

Located in the city center, Mộc Bistro attracts many tourists. The project aims to provide not
only new services but also a healing message for customers in need of experience. However,
it needs to be based on actual data rather than predictions to ensure accurate planning and
strategy.

Going forward, Mộc Bistro is committed to continuing to grow and focus on customer
experience. This includes upgrading service quality, staff, and researching and developing
diverse business models. The goal is to always accompany customers, quickly grasp market
needs and trends to bring maximum satisfaction. With Wabi Sabi style, Mộc Bistro not only
combines Vietnamese and Japanese culinary culture but also changes and upgrades the staff
and searches for new recipes to bring a unique culinary experience. With a minimalist space,
professional service, and unique flavors, this restaurant has become a must-see destination for
food lovers, where visitors can explore creativity and enjoy.

155
156
Appendix

157
158
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160
161
162
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