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HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE

FACULTY OF TOURISM & CULINARY ARTS

ESSAY

ENGLISH FOR RESTAURANT 1

TOPIC: INTERNATIONAL WOMEN’S DAY

IN THE LA BRASSERIE RESTAURANT

Teacher: Đinh Thiện Phương

Group: 3
Classes: 12DHQTDVNH04 – 010110111904
 HO CHI MINH CITY, OCTOBER 2023

HO CHI MINH CITY UNIVERSITY OF INDUSTRY AND TRADE

FACULTY OF TOURISM & CULINARY ARTS

ESSAY

ENGLISH FOR RESTAURANT 1

TOPIC: INTERNATIONAL WOMEN’S DAY

IN THE LA BRASSERIE RESTAURANT

Teacher: Đinh Thiện Phương

Group: 3
Classes: 12DHQTDVNH04 – 010110111904
HO CHI MINH CITY, OCTOBER 2023
 TASK ROSTER

Completion
Number Name Student ID Task
rate

1 Nguyễn Thị Như Quỳnh 2030210403 Chapter 1 100%

2 Nguyễn Thị Kim Lý 2030219423 Chapter 2.1 100%
Nguyễn Song Thiên Kim
3 2030219405 Chapter 2.1 100%
(Leader)
4 Bùi Lê Như Hương 2030219394 Chapter 2.2 100%

5 Trần Phi Hùng 2030219389 Chapter 2.2 100%

6 Nguyễn Thị Hoàng Như 2030210402 Chapter 2.3 100%

7 Nguyễn Thị Kim Chi 2030219332 Chapter 3 100%

Photos of members:

Thiên Kim Kim Lý Như Hương

Kim Chi Như Quỳnh Hoàng Như Phi Hùng

 TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................iv

IMAGE CATEGORIES.....................................................................................................vi

LIST OF TABLES..............................................................................................................vi

CHAPTER I. LA BRASSERIE RESTAURANT...............................................................1

1.1. Introducing Labrasserie..........................................................................................1

1.2. Simple, luxurious space.........................................................................................2

1.3. Fresh and luxurious seafood buffet menu..............................................................2

Summary chapter 1...........................................................................................................5

CHAPTER II. BUILDING A PROMOTION PROGRAM.................................................6

2.1. Introduce International women’s day (IWD)............................................................6

2.1.1. Marketing communications................................................................................7

2.1.2. Programs discount in the restaurant..................................................................10

2.2. Incentives and full understanding of costs and profits............................................16

2.2.1. 08/03 promotion................................................................................................16

2.2.2. Menu, event process..........................................................................................17

2.2.3. Cost estimation, event profit.............................................................................18

2.3. Advertising publications..........................................................................................20

2.3.1. Print advertising................................................................................................20

2.3.2. The role of advertising publications in business...............................................20

2.3.3. Types of advertising publications.....................................................................21

2.3.4. Advertising publications of La Brasserie restaurant.........................................23

Summary chapter 2.........................................................................................................26

CHAPTER III. EVALUATION AND RECOMMENDATIONS.....................................28

 3.1. Evaluate...................................................................................................................28

3.1.1. Advantage.........................................................................................................28

3.1.2. Defect................................................................................................................29

3.2. Propose....................................................................................................................30

Summary chapter 3.........................................................................................................32

CONCLUSION..................................................................................................................33

BIBLIOGRAPHY..............................................................................................................35
 IMAGE CATEGORIES
Picture 1. 1 Lobster at La Brasseire restaurant....................................................................3
Picture 1. 2 Super quality crabs...........................................................................................4
Picture 1. 3. Seafood............................................................................................................4
Picture 1. 4 Delicious desserts.............................................................................................5
Picture 2. 1 International Women’s day.............................................................................. 7
Picture 2. 2 Present flowers to female customers............................................................. 12
Picture 2. 3 Creativity and special menu design................................................................ 13
Picture 2. 4 Special discounts............................................................................................ 16
Picture 2. 5 Bottega Rose Gold.......................................................................................... 17
Picture 2. 6 Menu............................................................................................................... 18
Picture 2. 7 Banner............................................................................................................ 22
Picture 2. 8 Standee........................................................................................................... 23
Picture 2. 9 Background.....................................................................................................25
Picture 2. 10 Backdrop.......................................................................................................26

LIST OF TABLES
Table 2. 1 Time line of the event.......................................................................................18
Table 2. 2 Table of event expenses and profits.................................................................20
 CHAPTER I. LA BRASSERIE RESTAURANT

1.1. Introducing Labrasserie

Address : 235 Nguyen Van Cu, District 1, Ho Chi Minh City

Fax: (+84.28) 39257766

Hotline: (+84 28) 39257777

Email: dining@hotelnikkosaigon.com.vn

Website: reservation@hotelnikkosaigon.com.vn

Representing the essence of elegance and refined Japanese hospitality, Hotel Nikko
Saigon offers business and leisure travelers the ultimate comfort in spacious
accommodations and cuisines that will please even the most demanding gourmets. With a
passionate team providing service excellence to guests, we are ensure the utmost
relaxation for every stay.
Peaceful location away from the hustle and bustle of the city.
Most talked about seafood buffet dinner.
Widest buffet breakfast spread.
Stunning outdoor garden for weddings and special events.
La Brasserie is a premier dining destination that offers a unique and exquisite
experience for food lovers. Located in a vibrant and stylish setting, our restaurant
combines the best of European cuisine with a touch of Asian influence, creating a
fusion of flavors that will tantalize your taste buds. Evoke in an intimate entertaining
vibe, La Brasserie offers wide International buffet stations for breakfast and dinner,
interactive live cooking stations featuring chef's dishes of the day. Featuring delicacies
made from fresh ingredients, the menu offers International cuisine which balances
healthy eating of tasty global-inspired dishes.

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La Brasserie restaurant is located on the 2nd floor of the 5-star Hotel Nikko Saigon. The
highlight that created the La Brasserie brand is the most luxurious buffet, becoming an
attractive destination for Saigon food lovers. Therefore, Nikko buffet has become a
loving term when talking about this restaurant.
La Brasserie is one of the few 5-star buffet restaurants in Ho Chi Minh City open every
day, serving all 3 breakfasts, lunch and dinner with a seafood buffet menu, delicious and
attractive dimsum buffet. In particular, seafood buffet is only served in the evening. If
you want to enjoy the dimsum buffet, you should come here at noon.

1.2. Simple, luxurious space

La Brasserie restaurant is located on the 2nd floor of Nikko SaiGon hotel. Right from the
name, it has a modern, luxurious French style. The space can accommodate up to 220
guests with rows of tables arranged curved according to the processing and mixing areas.
At La Brasserie, we believe in providing exceptional service to our guests. Our
attentive and friendly staff are committed to ensuring that your dining experience is
nothing short of perfect. Whether you're celebrating a special occasion, having a
romantic dinner, or simply enjoying a meal with friends and family, we strive to create
a warm and welcoming atmosphere for you to relax and indulge in.
In addition to our exceptional dining offerings, La Brasserie also boasts a well-stocked
bar. Our skilled mixologists are ready to craft the perfect cocktail to accompany your
meal, or simply enjoy a drink while enjoying the lively ambiance of our restaurant. At
La Brasserie every evening there will be classical music performances, bringing
melodious melodies to make dinner more romantic. If you prefer a quieter and more
private space, you can choose an area far from the stage.
For those looking for a venue to host private events or gatherings, we offer
personalized event planning services to cater to your specific needs. Whether it's a
corporate gathering, a birthday celebration, or a wedding reception, our team is here to
ensure that your event is a memorable one.

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1.3. Fresh and luxurious seafood buffet menu
Our menu is carefully curated to showcase a diverse selection of dishes, all made with
the finest and freshest ingredients. From succulent steaks and seafood to flavorful pasta
dishes and delectable vegetarian options, there is something to satisfy every palate. Our
team of talented chefs is dedicated to creating culinary masterpieces that will leave you
craving for more.
Fans of 5-star seafood buffets in Saigon will definitely love the delicious free menu of
Nikko La Brasserie buffet. Here, you can enjoy a fresh seafood feast with premium
oysters, giant lobsters and excellent drinks.
Lobster 'super huge'
If you are a true gourmet, you must have heard of the super rare spiny lobster. This is the
type of shrimp that La Brasserie imports and processes into super attractive dishes. The
Saigon lobster buffet menu here includes shrimp grilled with salt and chili, grilled with
cheese, grilled with garlic butter combined with special sauces according to its own
recipe.
The two stars of the Nikko La Brasserie buffet are lobster with black pepper sauce and
grilled lobster with cheese. Memorable with its firm, chewy, sweet shrimp meat and
unique delicious taste.

Picture 1. 1 Lobster at La Brasseire restaurant

(source: Hotel Nikko Saigon)
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Crab
At La Brasserie, fresh crabs, crabs and other seafood are displayed at the decorative
counter. After choosing, you can ask the staff to prepare it the way you want. There are
no limits to cooking methods, always ensuring fresh flavor and rich, delicious sauce.

Picture 1. 2 Super quality crabs

(source: Hotel Nikko Saigon)
Other types of seafood
Picture 1. 3. Seafood

(source: Hotel Nikko Saigon)

Not only famous for lobsters, crabs, and crabs, Nikko buffet also has "noble" oysters
imported from abroad, standard Japanese sashimi, French-style foie gras and fat New

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Zealand green mussels. All dishes are prepared and beautifully decorated by professional
chefs, receiving many compliments from diners.
Delicious desserts
The dessert bar is the second most popular spot when going to La Brasserie buffet. The
service counter has all kinds of flan, sponge cake, cheese, ice cream and fruit. In
particular, when booking a birthday table, the restaurant will give a cake as a small
celebration gift to diners.

Picture 1. 4 Delicious desserts

(source: Hotel Nikko Saigon)

Summary chapter 1
This chapter has presented the basic concepts of service quality restaurants and the
criteria for evaluating service quality. The hotel restaurant is the food service business in
the hotel and contributes a significant amount of revenue to the hotel's development. In
the market economy, service quality is the top issue for customers to choose and return to
that restaurant.

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 CHAPTER II. BUILDING A PROMOTION PROGRAM

2.1. Introduce International women’s day (IWD)

International Women's Day (IWD) is a global holiday celebrated annually on March 8 as
a focal point in the women's rights movement, bringing attention to issues such as gender
equality, reproductive rights, and violence and abuse against women. Spurred on by the
universal female suffrage movement, IWD originated from labor movements in North
America and Europe during the early 20th century.

Picture 2. 1 International Women’s day

( source: internet)
The earliest version reported was a "Women's Day" organized by the Socialist Party of
America in New York City on February 28, 1909. This inspired German delegates at the
1910 International Socialist Women's Conference to propose "a special Women's Day" be
organized annually, albeit with no set date; the following year saw the first
demonstrations and commemorations of International Women's Day across Europe. After
women gained suffrage in Soviet Russia in 1917 (the beginning of the February
Revolution), IWD was made a national holiday on March 8; it was subsequently
celebrated on that date by the socialist movement and communist countries. The holiday

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was associated with far-left movements and governments until its adoption by the global
feminist movement in the late 1960s. IWD became a mainstream global holiday
following its adoption by the United Nations in 1977.
International Women's Day is commemorated in a variety of ways worldwide; it is a
public holiday in several countries, and observed socially or locally in others to celebrate
and promote the achievements of women.
In Vietnam, Vietnamese celebrate also on March 8, as in other countries. Everyone
knows that Vietnamese women are powerful. During the battle, women played the same
role as men; they fought, constructed, and sacrificed, and this has not changed. When
most people think of women, they think of patience, perseverance, tenacity, and loyalty;
nevertheless, modern Vietnamese women are also powerful, bright, brave, and highly
brilliant. They are similar to tigers in that they are aggressive, independent, protective,
and elegant in all they do. Women hold important responsibilities in Vietnamese culture,
balancing job and home life with their life partner in the greatest way possible. On this
day, the most frequent presents that a woman will receive are flowers and a lot of
affection from her loved ones. Other families will gather around to have dinner with the
best attention to women, and some will even go out all night to make their loved ladies
feel the most special. The night is young, and the excitement is building; International
Women’s Day is nothing more than a day to rejoice.
So, to honor women around the world on March 8 when you and your family come to the
restaurant. We will give the best gifts to the woman you love to express our sincerity and
deep thanks to women for their silent sacrifice.

2.1.1. Marketing communications

Having all the ideas on blueprint, the next stage is to reach out to customers. In order to
deliver all the ideas and business to the customers, we need a ‘transportation’ to do the
work. Marketing is a vital part for any restaurateur, in particular for this pop-up event.
This program was to be held only for a day. Therefore, the more people know about the
happening the better. As a result, a significant amount of effort was invested into

8
Marketing in this project. At the end of the day, Marketing was executed in an excellent
manner, and rewarded the event with a more-than-expected number of customers.
Overall marketing strategies
For this project, we invested abundant time and effort in the advertisement strategies and
promoting the events in various ways. IMC is the coordination and integration of all
marketing communication tools, avenue, and sources within a company into a seamless
program that maximized the impact on customers and other stakeholders at minimal costs
Six marketing channels being used were posters, flyers, newspaper advertisement,
Internet advertisement, Facebook pages, and word of mouth. The marketing team assisted
the author distributing these channels.
2.1.1.1. Poster design; photos and video documentations
There is a student from the Restaurant manager who took responsibility for this category.
She was Nhu, she came from VietNamese. She was responsible for the designs and
graphic specialties of the event; the author, however, possessed and distributed the ideas.
Firstly, the design of the poster was completed approximately two weeks before the
event; followed by the changes and adjustments, which led to the final version about a
week before the event. The design was simple and elegant. Marketing particularly
focuses on the needs of the buyers. Hence, only the main information was mentioned in
the poster, which made it informative, concise and easy to remember: offered food, time,
date, venue, and other offered entertainment.
Secondly, she was also in charge of taking photos and recording videos for the whole
process, from the preparation to the event day (including kitchen, restaurant). These
photos and videos 24 supported the promotional and documenting purposes.
Thirdly, a final video was made to summarize the event and highlight the special points
that event has achieved. Accompanied with all the actions across the event, there are also
participant interviews within the video. This document would act as an additional source
to the thesis as well.

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2.1.1.2. Internet
Since the Internet boomed and their advantages outweighed the traditional method of
communications, many business owners have chosen the Internet as a crucial marketing
channel. An effective online marketing (e-marketing) would provide public relations
announcements, press releases on other webpages, talk about the company, dispense
catalogs (or menu, in this case), take orders, handle customer requests, etc. All in all, the
Internet has changed the traditional way of buying and selling.
In general, the Internet played an important role in marketing for this event on different
levels. Beside Facebook which will be studied in the next part, the author has managed to
deliver the information of the event to other certain online press releases.
2.1.1.3. Facebook marketing
Facebook has become one of the most popular social media that connects people as well
as spreads information. Not only users can connect themselves for personal ties, but there
is also a blooming opportunity for business owners to introduce themselves. Having a
Facebook page bears resemblance with having one’s own website, which can cut down a
large amount of online marketing costs. Moreover, Facebook allows users to interact with
the owner directly and in a quick manner.
Taking advantage of this popular social media, the author created Facebook pages for the
project: International Women’s Day event restaurant. The page was published a week
before the event, which was as soon as the poster was finalized. The author actively
updated the information of the event on the page, and vigorously shared the page within
different communities. Apparently, possessing a wide friend circle and connection on the
Internet benefited the author when it came to sharing information, owing to the fact that
friends would share the information of the event to their own communities and
connections within a click of a mouse. Information was, accordingly, transmitted rapidly.
2.1.1.4. Newspaper and flyers
Director supported contacting the newspapers so that the advertisement could reach every
household. The advertisement on the newspapers’ flyers was 26 released a week before
the event. The flyer consisted of two pages; one of which was the event poster, and the
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other page advertised La Brasserie Restaurant. Flyer is one of the traditional channels
which can reach the older generations that do not get accessed to the Internet on a regular
basis. Mirka Viiru was responsible for making the small flyers for the Farmers’ Market
happening, which also included the information of the pop-up restaurant (see appendix
3). Within the last week, Panu Huittinen and Mirka went from door to door to distribute
the flyers as a reminder of the event for each household.
2.1.1.5. Word-of-mouth (WOM)
Word of mouth (WOM) is a traditional media platform, and it has proven to be effective
for centuries. According to some studies, about 92% of customers appreciate friends’ or
family’s recommendation more than mere advertisement; and professionally speaking,
64% of marketing specialists believe that WOM is the most effective means to advertise.
In fact, WOM was used and maximized to get the events known by the locals. The author
had discussed with her team during info sessions that it was essential to talk about the
events and invite people to participate within their friend circles. Therefore, each person
would make an effort to advertise towards their network which leads to a large number of
people getting notified of the event.
Furthermore, having had positive feedback from the previous restaurant events, La
Brasserie Restaurant has, to an extent, earned itself a good reputation. Such fame has
given the International Women’s Day event more reliability. People who had a good
impression of the restaurant before would highly likely participate again and probably
bring new customers to dine with.

2.1.2. Programs discount in the restaurant

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2.1.2.1. Present flowers to female customers

Picture 2. 2 Present flowers to female customers

( source: Internet)

Flowers are an almost indispensable gift for women every March 8. Flowers symbolize
beauty, youthfulness, and grace, making women feel loved and appreciated. Giving
flowers and gifts to female customers who come to the shop on March 8 is always a
familiar form but still extremely effective.
Any woman likes to be given flowers. We don't need to invest in expensive bouquets, we
just need a meaningful flower such as roses, carnations, tulips, peonies. and accompanied
by a greeting card that will help customers have fun and have memorable experiences
when coming to the restaurant.Design a little restaurant logo brand identity on flower and
gift wrapping paper to help customers remember your restaurant. Customers will share
the special things they receive on social networks. This is also the zero-dollar advertising
method that customers have used to help restaurants increase revenue during holidays.
In addition to fresh flowers, restaurants can use wax flowers, paper flowers, and pretty
small chiffon flowers. These flowers not only keep for a long time but also create
newness for the restaurant. A red wax flower, tied with a lovely bow, accompanied by a
handwritten card with meaningful wishes, hidden somewhere in the restaurant's brand
identity image. As soon as customers enter the restaurant or finish ordering, they will be
personally brought flowers by the restaurant's most handsome waiter, which will

12
definitely make many female customers smile happily and have a good impression of a
nice restaurant.
2.1.2.2. Creativity and special menu design

Picture 2. 3 Creativity and special menu design

( source: internet)

This is one of the familiar March 8 promotions but always ensures effectiveness.
Restaurants can create interesting sets and combos to honor women on this day or send
love to women, etc. This will also create excitement and arouse curiosity. for customers
instead of just dishes with simple names like before. With delicious food/drink sets,
attractively decorated with impressive names, it will definitely make customers not
hesitate to show off on their personal pages. Take advantage of this to help your
restaurant reach more customers without losing advertising costs.The dishes the
restaurant puts on the menu are new and seasonal, motivating customers to order more.
Furthermore, unique combinations stimulate customers' curiosity, helping to increase
sales and profits.
To successfully implement this March 8 promotion and become a priority choice during
the holiday, before March 8, restaurants need to have advertising forms to attract
customers. By promoting eye-catching images of food/drink menus that will be used on
March 8 to make a deep impression on guests.
For example: For dinner, Restaurant has set a menu on March 8 at La Brasseries
restaurant (District 1, Ho Chi Minh City) priced at 3 million VND/guest.

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2.1.2.3 Organize minigames
A small mini game on March 8 is also very interesting. Organizing mini games is an
opportunity for restaurants to reach more customers, create interaction between
restaurants and customers, and shorten the distance. In this mini game, you choose gifts
that are incentives when using services at the restaurant to attract customers to your
restaurant.
Create a mini game - a place for customers to express their feelings, vent their feelings
or send loving words to the important women in their lives. In this mini game, cleverly
give customers a valuable gift, for example: a 50% off meal voucher, or an exclusive gift
from the restaurant,... to "drag" them to the restaurant. This mini game can be organized
on the restaurant's fanpage, about 1 week before March 8 so that customers have enough
time to participate. Winning the mini game and receiving a promotional voucher will help
customers feel that this gift becomes more meaningful and valuable. Giving customers
the opportunity to share and tell their stories is also a marketing method that large
restaurant chains often do, because this will help shorten the distance between the
restaurant and the customer. At the same time, it is also a way to help customers feel that
the F&B brand is more familiar and closer. With this approach, the restaurant will reach
many customers and create natural discussion on social networking platforms. You only
need to spend a very small gift cost for this March 8 promotion idea.
2.1.2.4. Combine partners to create cross-promotion programs
Collaborating to promote cross-selling of partners' products is a form that many
restaurants and cafes apply extremely effectively. For example, your restaurant
cooperates with a coffee shop. When customers come to dine, each bill during the March
8 holiday will receive a free drink from the cafe partner's menu. On the contrary, when
customers come to drink coffee at the cafe, they will also be given a discount voucher
when they come to dine at the restaurant. In addition, your shop can cooperate with
beauty spas, nail shops, clothing shops, perfume shops,... or any other product that is of
interest to female customers, suitable as promotional gifts. to cooperate.

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Cross-selling promotions help you expand your customer base, increase the number of
customers for both your shop and your partners, and refresh old and boring promotions.
With this form of cross-promotion, your restaurant can expand its customer reach,
increase potential customers and create newness in promotional programs. However,
these promotions should only be applied on March 8 to increase urgency for customers.
An important point of this March 8 discount program for restaurants and cafes is that the
target customer files of both sides need to be the same and can be introduced to each
other. However, the product must be different, not competing directly, it will not be
effective. And finally, we must choose a reputable, potential partner with a beautiful
brand image in the eyes of customers because if the partner is not reputable, it can greatly
affect the restaurant's brand.
2.1.2.5. March 8 promotion for customers who book in advance
International Women's Day March 8 is a big holiday of the year, the restaurant will
welcome a larger number of customers than usual. Restaurants should offer programs to
encourage customers to order in advance for better preparation. In addition, restaurants
can also build pre-order promotions based on time frames with different promotion levels
to limit Customers coming in droves during peak hours. March 8 is also a big holiday for
women, this is an opportunity for women to gather to celebrate and celebrate, and is also
an opportunity for men to take their beloved women out to eat delicious food. gather
around candlelight. Because it is a crowded occasion, customers often need to book a
table in advance. Restaurants can offer promotions of 10% off the bill for customers who
book a table in advance, or for Buffet restaurants where customers often come in large
numbers, there can be a "4 get 1 free" program - pay for 4 for 4.
2.1.2.6. Special discounts

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 Picture 2. 4 Special discounts
( source: internet)
Discount promotions have never stopped being hot because female customers always like
coupons and incentives. On March 8, the restaurant will usually be extremely crowded
because it is an occasion for women in the office, class, or family to gather to eat, and it
is the day when men take their beloved women to enjoy delicious dishes. tasty.
In order for customers to choose their restaurant, the restaurant must have special
discount programs such as booking tables in advance, discounts on total orders, etc.
Because the holiday is crowded, encourage customers to book tables in advance to ensure
they don't run out of tables on March 8. Customers who book a table in advance will
receive a 5-10% discount on the total bill, or enjoy the "buy 5 get 1 free" promotion - pay
5 for 4. Offering promotions on March 8 means that the restaurant will receive a higher
number of visitors than usual. Therefore, restaurants will need to provide the best
experience for all customers and ensure they will return after the holidays or even after
the program ends. Thoroughly train your staff in all positions, ensure the quality of
promoted products, and provide clear instructions on voucher formats, limiting customers
from making mistakes. Promotional conditions apply.
2.1.2.7. Special offers for single girls
Not every girl on March 8 will have a couple, there are always single girls who come to
restaurants to "reward" themselves on this day. They, like many other women, like to
receive attention and care. Give them sincere care and attention so they feel cherished and

16
important on this holiday. The incentives that your restaurant can apply to girls traveling
alone are: 10% discount on the bill, free restaurant signature desserts, free drinks,...

2.2. Incentives and full understanding of costs and profits

2.2.1. 08/03 promotion

International Women's Day 8/3 is a one-day event to celebrate the beauty of women.
Here, customers can not only enjoy luxurious dishes with their loved ones but also enjoy
music and have the opportunity to participate in entertainment activities prepared for all
customers and more especially mini games and special gifts for female customers. On
this occasion, the restaurant has launched extremely special promotions for all customers
attending the event “HAPPY WOMEN’S DAY”

30% DISCOUNT ON TOTAL BILL FOR GROUP OF 3 PEOPLE OR MORE (WITH F

EMALE CUSTOMERS): The program applies to customers from 3 guests or more will
enjoy a discount of 30% on the total bill when there is a bill for using services at the
event including: dining, entertainment,...

COUPLES PROGRAM: Customers who are couples participating in the event, besides a
pre-set romantic dinner on request, also have the opportunity to receive a bottle of
Bottega Rose Gold wine as a gift to their lady on the special day. In addition, there are

Picture 2. 5 Gifts for couples

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mini-games and dancing at the party with a melodious acoustic band throughout the
party. Promises to be a night full of romance and lightness.

2.2.2. Menu, event process

2.2.2.1. Menu
The menu for the event is a 7-course set menu with a design of 2appetizers,
3 main courses and 2 desserts.

Picture 2. 6 Menu
2.2.2.2 Event Process
The event took place on March 8, starting from 17h30 – 21h00

TIME CONTENT
Pick up guests (check reservations if guests
have made reservations) at the event gate, give
17h30 – 18h00 flowers to female customers who come to the
event, and arrange and stabilize positions for
customers.
18h00 – 18h30 Time for customers to play light minigames to
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 prepare to start the party.
Time spent for customers to eat, enjoy and
18h30 – 19h30
register for musical performances
19h30 – 20h30 Dance program open to all guests at the event
Free time for customers to chat and interact
20h30 – 21h00
with each other.
21h00 End
Table 2. 1 Time line of the event
2.2.3. Cost estimation, event profit
To build and organize the event "HAPPY WOMEN'S DAY" needs to calculate and make
a budget estimate for the event to ensure profit after the event, the estimated costs for the
event include fee items:
 Fixed fee: This is the fee for premises, equipment, software, tools in the restaurant
 Direct fee: This is a fee to create dishes and drinks such as spices, ingredients,
forks, bowls, cups, spoons ... and additional costs for storage or replacement when
damaged.
 Labor fee: This is a regular monthly fee paid to employees in the restaurant

CATEGORIES UNIT PRICE AMOUNT INTO MONEY

STAGE
Background 500,000 1 500,000
MENU
Setmenu 1,500,000 250 375,000,000
DECORATE
Bubble 1,500 150 225,000
Event portal 500,000 1 500,000
Lobby setup 2,000,000 1 2,000,000
PRINTING
Backdrop 1,000,000 1 1,000,000
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Standee 200,000 1 200,000
Banner 100,000 5 500,000
Other documents 300,000 1 300,000
PERSONNEL
PG, PB 1,000,000 5 5,000,000
Serve 500,000 10 5,000,000
Photography 2,500,000 2 5,000,000
MC 1,500,000 1 1,500,000
DEVICE
Sound, light 3,000,000 1 3,000,000
Projector 1,000,000 1 1,000,000
Micro 500,000 4 2,000,000
OTHER COSTS
Gift 500,000 150 75,000,000
Communication 5,000,000 1 5,000,000
Direct charges 3,000,000 1 3,000,000
Mini game 25,000,000 1 25,000,000
Entertainment 30,000,000 1 30,000,000
Enterprise management costs 20,000,000 1 20,000,000
Costs incurred 20,000,000 1 20,000,000
TOTAL COST 580,725,000
TURNOVER
Fares 3,300,000 250 825,000,000
PROMOTION COST 219,000,000
PROFIT BEFORE TAX 25,275,000
PROFIT AFTER TAX 23,667,000

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Fee schedule: This is a fee that varies by material. Suppose that in the seafood season, the
price of raw materials will be cheaper, fruits in the off-season, the import price will be
higher, so the owner needs to know to set an effective price for dishes and drinks with
unstable ingredients.

2.3. Advertising publications

2.3.1. Print advertising

Advertising publications, also known as print media advertising, is a form of advertising
that uses printing methods: such as magazines and newspapers, to reach consumers,
Table 2. 2 Table of event expenses and profits
business customers and
customers potential.

2.3.2. The role of advertising publications in business

Advertising publications play a very important role in business. It is a solid foundation to
develop and promote brands to users. Help realize creative ideas in Marketing.
Specifically: packaging, leaflets, labels... help customers know about the company's
information and brand quickly. This helps businesses better reach potential customers.
Advertising publications also help companies make an impression on customers based on
professional designs. Create trust for users as well as affirm the position of businesses in
the market. By creating beautiful, sophisticated images, your products can easily
penetrate deeper into customers' minds. Although advertising publications have a
relatively low cost, they are easy to ideate and implement. But it still creates a very
widespread influence no less than other forms of television advertising, social
networks,...

2.3.3. Types of advertising publications

Catalog - Brochure - Profile: Each company usually has many Brochures and Catalogs to
introduce products but only one Profile to talk about them. Profile is a document that
introduces the business, the services or products, and the capabilities the company has.
Helps businesses demonstrate the level of professionalism and class, size and scale in

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their business field in a general, complete and impressive way. These printed materials
provide businesses with the opportunity to showcase their products or services in a
compact and visually appealing format.
Poster - Banner - Standee: Poster is considered a highly aesthetic advertising publication.
The purpose is to convey to viewers all the information about a product, service or
program. A beautiful poster will create a good impression on users and increase brand
advertising effectiveness, can create high visibility and impact in public spaces. Banners,
Standees or Posters are all effective advertising publications that businesses need to pay
attention to.
Gift vouchers, customer cards: This is considered a product, a meaningful gift that the
business sends gratitude to its customers.
When utilizing print advertising, it is essential to consider design, messaging, and

Picture 2. 7 Banner
placement to maximize its effectiveness. Combining print advertising with other
marketing channels, such as digital advertising, can help create a cohesive and integrated
marketing strategy.

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Picture 2. 8 Standee

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2.3.4. Advertising publications of La Brasserie restaurant

Hình 2. 9 Background
La Brasserie restaurant, known for its exceptional culinary offerings and inviting
ambiance. To promote its offerings, La Brasserie uses various advertising publications to
reach its target audience. With a commitment to showcasing their unique dining
experience, La Brasserie leverages these publications as a means to inform and entice
potential customers. By strategically placing their advertisements in relevant
publications, La Brasserie effectively communicates their brand story, highlights their
delectable menu, and encourages patrons to indulge in a culinary journey unlike any
other. Through these advertising publications, La Brasserie aims to create awareness,
build loyalty, and ultimately attract guests who appreciate the art of fine dining.
La Brasserie's menu publication is a
comprehensive list of all food and
beverage items available for purchase.
It provides detailed descriptions of
each dish, including the ingredients,
cooking methods, and prices. The
menu also includes nutritional
information, allergen warnings, and
Hình 2. 10 Backdrop
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special offers. For example, the menu may indicate which dishes are gluten-free or
vegetarian-friendly. Additionally, the menu may offer a discount on a particular dish or a
free dessert with the purchase of an entrée.
Loyalty Program: La Brasserie also uses promotional flyers to advertise special events
and offers. These flyers can be distributed in person, mailed, or posted online. They
provide information about discounts, loyalty programs, or gift cards. Develop a loyalty
program that rewards frequent customers for their repeat visits. The flyer may advertise a
happy hour with discounted drinks and appetizers. Offer perks such as free menu items,
discounts, and priority reservations to loyalty members. It may offer a discount on a meal
for customers who sign up for the restaurant's loyalty program. Promotional flyers are an
effective way to attract new customers and keep existing ones coming back. This will
incentivize customers to keep coming back to La Brasserie and recommend it to their
friends and family.
Social Media Campaigns: Create engaging social media campaigns that showcase the
unique features of La Brasserie, such as its French-inspired menu, extensive wine list,
and cozy atmosphere. Use social media platforms like Facebook, Instagram, and Twitter
to promote the restaurant and engage with customers. Engage with followers by
responding to comments and messages in a timely manner. Social media advertising
allows the restaurant to share pictures and videos of its food, drinks, and restaurant
ambiance. It also allows customers to leave reviews and interact with the brand. Share
photos of dishes, behind-the-scenes glimpses into the kitchen, and upcoming events or
specials. Use high-quality images and videos to highlight the dining experience and
encourage users to share their own experiences. A customer may post a picture of their
meal on Instagram and tag La Brasserie, which can then share the post on its own page.
Social media advertising is an essential tool for building brand awareness and engaging
with customers.
Email Marketing: Build an email list of customers who have dined at La Brasserie and
send out regular newsletters with updates on new menu items, promotions, and events.
Also, offer special discounts or loyalty programs to subscribers to encourage repeat

25
business. Use eye-catching visuals and compelling copy to grab the attention of potential
diners.
Online Review Sites: Encourage satisfied customers to leave reviews on popular review
sites like Yelp, TripAdvisor, and Google My Business. Positive reviews can increase
visibility and attract new customers. Respond promptly to any negative feedback and
address concerns professionally.
Influencer Marketing: Partner with local influencers or bloggers who have a large
following in the food community. Invite them to experience the restaurant's offerings and
share their thoughts with their audience. This can generate buzz and reach new customers
who may not have been aware of the restaurant otherwise.
Local Press: Reach out to local newspapers, magazines, and online publications that
cover the food scene. Pitch stories about the restaurant's unique concept, chef's
background, or seasonal menus. Consider offering exclusive interviews or preview
tastings to generate even more excitement. Advertising in these publications can help you
target the local community and build connections with nearby customers.
Event Marketing: Host events at the restaurant, such as wine pairings, cooking classes, or
live music nights. Promote these events through social media, email marketing, and local
press releases. Offer special packages or discounts to entice guests to attend.
Community involvement: Get involved in local events and sponsor community activities,
such as charity fundraisers, farmers markets, or street festivals. This can help to create a
positive image for La Brasserie, raise awareness of the restaurant and build goodwill
within the community.
Referral Program: Implement a referral program that rewards customers for bringing in
new business. Offer incentives such as free appetizers or desserts for every new customer
referred, or a percentage off the bill for large groups.Collaborate with Local Businesses:
Partner with nearby hotels, offices, and event spaces to offer catering services and private
dining experiences. This will help to increase revenue during slower periods and attract
new customers who may not have been aware of La Brasserie otherwise.

26
Direct Mail: Target local residents and businesses within the surrounding area with direct
mail campaigns. Use eye-catching flyers, postcards, or brochures to showcase the
restaurant's offerings and invite potential customers to try the restaurant.
Outdoor Advertising: Place strategic outdoor ads in high-traffic areas around the
restaurant, such as billboards, bus shelters, or streetlight banners. Ensure the design is
visually appealing and clearly communicates the restaurant's brand and message.
Blog posts: Write blog posts that showcase the restaurant's expertise in food and drink,
such as recipes, wine pairings, and ingredient spotlights. This can help establish the
restaurant as a thought leader in the industry and attract visitors who are interested in
learning more about food and drink.
Catering service: Offer catering services for corporate events, weddings, or private parties
to generate additional revenue streams and expose your brand to new audiences.
Pop-up events: Host pop-up events, such as chef collaborations, wine tastings, or themed
dinners, to create buzz and draw in new customers.
Wine Pairings: Host wine pairing events at La Brasserie, where customers can learn
about different types of wine and how they complement certain dishes. Charge a
premium price for these events and offer exclusive discounts to guests who attend.
Limited Time Offers: Create limited-time offers, such as happy hour deals, seasonal
menus, or holiday specials, " Prix Fixe Menu" or "Wine and Dine" packages that offer
customers a unique dining experience at a lower cost. Promote these offers through social
media, email marketing, and in-store signage.
In conclusion, La Brasserie uses a variety of advertising publications to promote its
offerings. Its menu publication provides customers with detailed information about its
dishes, including nutritional information and special offers. Promotional flyers advertise
special events and offers, while social media advertising allows the restaurant to reach a
wider audience and engage with its customers. By using these different advertising
publications, La Brasserie is able to attract new customers and keep existing ones coming
back.
Summary chapter 2

27
In Conclusion, International Women's Day (March 8) is held to honor and recognize
women's great contributions to society and equality at work. It is an opportunity for us to
express our gratitude and respect to the grandmothers, mothers, and women in our lives.
Society's gratitude and appreciation for the efforts and sacrifices of people. That's why, a
little March 8 gift for women on this day is a way to show care, love and respect for the
important women in your life. Therefore, The restaurant decided to choose this day to
honor women for their silent sacrifices. This is also an opportunity for us to express our
affection and thanks to the women who have helped us in work or life. Not only that,
giving gifts can also be a gentle action to express affection, exchange a part of your
thoughts together between loved ones, in addition to good wishes. However, giving gifts
doesn't have to be an expensive or luxurious gift, it can be a simple gift like a bouquet of
flowers, a cake, a watch, a book or a homemade gift or taking them to a private
restaurant. March 8. What matters is the sentiment and meaning we want to convey to the
recipient. This is an extremely important holiday for Vietnamese people in particular and
the whole country in general. March 8 is an opportunity to honor women, who have
sacrificed and endured so much up to now. Therefore, men across the country often give
meaningful gifts during the March 8 sale promotion to their beloved women. In
conclusion, La Brasserie uses a variety of advertising publications to promote its
offerings. Its menu publication provides customers with detailed information about its
dishes, including nutritional information and special offers. Promotional flyers advertise
special events and offers, while social media advertising allows the restaurant to reach a
wider audience and engage with its customers. By using these different advertising
publications, La Brasserie is able to attract new customers and keep existing ones coming
back.

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 CHAPTER III. EVALUATION AND RECOMMENDATIONS

3.1. Evaluate
After the research process at La Brasserie restaurant, through the activities of studying
related documents, surveying personal real experiences, and customer surveys through
direct comments on the information page. Official news, along with a number of other
activities at the restaurant, from which conclusions have been drawn about service quality
indicators at this restaurant on International Women'a Day March 8.

3.1.1. Advantage
Quality of food and drinks: unique, outstanding European-style dishes are the highlight
that attracts a large number of customers to the restaurant.
Food hygiene: The work of ensuring food hygiene and safety of the restaurant is always
paid attention, closely monitored and strictly implemented from the import and export of
raw materials, preliminary processing of dishes and drinks to the preservation stage. Food
preservation takes place according to a closed process and in accordance with food safety
and hygiene principles, and is carefully labeled and wrapped.
At the same time, tools and equipment are always tidied up and set up neatly first when
welcoming guests each shift. There is always a specialized department specializing in
monitoring and supervision
Ensure that guests' dishes, drinks, utensils and utensils always reach customers in the
cleanest condition. Therefore, this can be considered an important factor to help
restaurants build reputation and trust with customers during the past time. This is also the
criterion that restaurant need to maintain and promote throughout their upcoming
business operations.
The equipment at the restaurant is systematically invested in, from the dining table to the
decorative space, all creating a comfortable, close, clean, and impressive space for
customers.

29
Other areas such as the kitchen area and bar area are also systematically and thoroughly
invested in terms of scale and modernity, ensuring hygiene when processing, creating
convenience for employees throughout the process of preparing food and drinks,
improving labor productivity and quality of food and drinks. Thereby helping to improve
the overall service quality of the restaurant.

3.1.2. Defect
Reservations: The restaurant accepts and holds reservations for customers according to
the correct process, however, there is still no flexibility in accepting reservations,
especially on holidays and Tet when customers' dietary needs are limited, customers
increase. This leads to cases such as customers who have booked in advance but still have
to wait or because the table is sold out. This reduces the reputation and image of the
restaurant because it directly affects the quality of service when right from the first stage
it leaves a bad impression on customers. Therefore, in the coming time, to improve the
quality of service at the restaurant, the restaurant needs to make reservations done in a
more professional and effective way.
The process of welcoming and seeing off guests has not been given proper attention and
does not satisfy expectations of customer.
The payment process is delayed, sometimes in some cases affecting the image of the
whole restaurant and is considered to erase previous efforts to make a good impression on
customers, because of a famous philosophy. of service pointed out: "The first impression
is important, but the last impression is the most unforgettable".
Service quality: although the restaurant's workforce has met the necessary requirements
for professional skills and qualifications, in reality there are still many limitations such as
low professionalism, The ability to resolve and respond to situations is still not fast and
effective, not creating sympathy and a deep impression on customers.
Therefore, in order to improve the quality of service at the restaurant in the near future,
the restaurant needs to proactively coordinate with the corporation to take specific

30
measures in training and coaching employees, repairing and overcoming problems errors
to improve our service quality workforce with customers.

3.2. Propose
Improve qualifications and skills of the workforce
It can be said that people are an important factor that plays a decisive role in the success
of the company Enterprises, especially those operating in the service sector, so if they
want to improve service quality, they need to pay attention to the issue of improving the
quality of their staff. From reality shows the workforce at La Brasserie restaurant in the
city Ho Chi Minh still has many limitations in terms of professional qualifications, skills,
and foreign language skills so restaurants need to pay attention to staff training to help
improve quality service quality and bring business efficiency to the restaurant.
Upgrade the system of physical facilities and equipment
The restaurant has uniform and appropriate equipment and tools between departments in
the restaurant, but the equipment at the restaurant is not regularly inspected, maintained
and replaced, so the department The company's technicians need to proactively go down
to the restaurant to observe and check regularly, and at the same time, the staff and
management board also need to be proactive.
Actively grasp the operating status of the restaurant's equipment to report to the technical
department for timely repair and replacement to ensure that the restaurant's operations
continue normally.
Upgrade the quality of reservation work
Restaurants need to have clear regulations on reservation times, especially on weekends,
holidays, the number of customers coming to the restaurant often increases, so to
Avoid situations where guests book a table but don't show up or arrive but don't have
enough seats and have to leave reduces restaurant business performance. For example:
after 30 minutes from the reservation time, if the customer does not arrive, that table
location will be canceled and served to another customer. Transparency and clarity
always benefit both customers and restaurants.

31
Reservations need to be assigned to a specialized employee, such as the front desk staff
or the staff in charge of customer reservations at the restaurant, who need to understand
clearly and fully.
information about menus, menus, typical dishes, and drinks served at the restaurant to
stimulate their needs, and at the same time promptly and thoroughly grasp promotional
programs for customers to ensure their rights when consuming services here, as well as
advising guests in choosing table location, number of tables, and room quality (VIP
room) depending on the characteristics and needs of guests.
In addition, there also needs to be coordination and timely exchange of information
between staff taking reservations and other departments such as desks, bars, and kitchens
so that these departments can be proactive in preparing to serve guests, especially for
guests. with large groups of guests or with guests with special requests.
And information about customer reservations needs to be saved for use in items other
business purposes of the restaurant such as customer appreciation programs, programs
marketing program,…
Improve the quality of food and drinks
The quality of the restaurant's food and drinks is highly appreciated by customers,
exceeding customer expectations. However, restaurants need to proactively constantly
research needs and further improve the quality of food and drinks to meet changing
needs. stop by current customers.
The quality of the dish depends greatly on the input ingredients, so to create quality food
products, the ingredients must always be fresh, ensuring food hygiene and safety, and
nutritional content. At the same time, the processing and serving process also
significantly affects the quality of food and drinks. A closed processing process, in
accordance with standard procedures, ensures food hygiene and safety, always creating
quality dishes. quantity. Presentation and decoration are also factors that contribute to
increasing the appeal of the dish reaching customers, stimulating consumption and
service use.

32
If the service department is considered the face of the restaurant, then the bar and kitchen
department are the heart of the restaurant, where food and drinks are created for
customers to enjoy, and the quality of the food and drinks is key. An indispensable
element of a restaurant to affirm the quality of food service. Therefore, the bar and
kitchen departments need to proactively implement food safety and hygiene measures,
safe and clean food processing processes, and properly preserve food and drinks, with
clear packaging and labels. The company needs to have training sessions for employees
on activities, processing procedures and ensuring food hygiene and safety when preparing
food and drinks for employees, especially employees in the department. bar and kitchen.
Summary chapter 3
Chapter 3 presented practical solutions to improve the service process at La Brasserie
restaurant (Kiiko Saigon Hotel) on the occasion of International Women's Day to take
advantage of the advantages, overcome the limitations that exist in the current service
process to improve. Make some recommendations to the Board of Directors of Kiiko
Saigon Hotel and the Board of Directors of La Brasserie Restaurant and a number of
related departments to contribute to setting directions for restaurant support complete the
customer service process effectively.

33
 CONCLUSION
Catering business is one of the most important functions of a hotel because eating is a
basic human need. The more life develops, the higher the food needs of diners. Now,
customers come to restaurants not only to eat delicious food but also to want it attentive
service. As a prestigious 5-star hotel in Ho Chi Minh City, Nikko SaiGon has been
making efforts to attract customers to use dining products. La Brasserie Restaurant is a
place that meets the dining needs of hotel guests and visitors. Through developments with
the hotel, the restaurant has built a reputation for quality culinary service in the city
center.
The restaurant's food service provision process is carried out with synchronous
coordination between three specialized departments: table, kitchen, bar. In particular, the
table department is considered the key to this process because this is the department that
directly serves customers every day.
Perfecting the table service process is an important foundation that contributes to
improving the quality of food service at the restaurant because a scientific table service
process will help the restaurant's food service provision process go smoothly. More
convenient and faster, ensuring food service quality.
Finally, the promotion program to welcome International Women's Day on March 8
was also carefully prepared by the staff of La Brasserie restaurant, from promotional
offers to luxurious menus as above to create an unforgettable impression for customers,
foreign tourists coming to Vietnam in general and this restaurant in particular. From
here we can see that the preparation work is very meticulous, from the posters, menus
and performances taking place here. The author team also calculated the estimated
costs and revenue and profit during the program, everything was very complete. As a
top 5- star restaurant in the city, La Brasserie restaurant always wants to bring diners
the most luxurious and sophisticated culinary experiences, especially when foreign
tourists visiting when arriving at this city named after Uncle Ho. After the program, the

34
authors hope to bring a part of Vietnamese culture to a wider audience in other
countries to develop Vietnamese tourism and create a stable economy for workers.
The La Brasserie Restaurant project on the occasion of International Women's Day
March 8 is an invaluable opportunity for the authors to consolidate the knowledge they
have learned from a theoretical foundation, based on practical work experience and
develop as individuals in the restaurant industry. From preparation to project completion,
each step and its process shows the complete picture of restaurant management. HUIT
provided the author group with the freedom to bring together new ideas and practice new
theory. In fact, the best way to learn is to do the work. After research, group The author
has taken his public speaking skills, presentation skills as well as team management skills
to a higher level, which will be beneficial in further career development.

35
 BIBLIOGRAPHY
1. Quynh Nhu (2011). ‘Hotel Nikko Saigon’, News of Ho Chi Minh City Tourism
Magazine on December 15, 2011.
2. Trinh Xuan Dung (2003), Restaurant business organization, Labor and Social
Publishing House.
3. Nguyen Quyet Thang (2014), Hotel business management (From theory to practice),
Finance Publishing House.
4. Ha Khanh Nam Giao and Nguyen Van Binh (2011), Restaurant professional textbook,
Ho Chi Minh City General Publishing House.
5. Hoang, U. (2015). Restaurant Management: Case: Pop-up Restaurant'International
Women's Day'on 7th March 2015 at Linnala Restaurant.

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