企劃書：台北道地的越南餐廳 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University. 政治大. Master’s Thesis. 學. ‧ 國. 立碩士論文. ‧. Nat. er. io. sit. y. 企劃書：台北道地的越南餐廳 n. Business Plan for Restaurant a an Authentic Vietnamese v. i l C n U h einn Taipei gchi. Student: Ha Nhat Chi Mai Advisor: Professor David Ta-wei Chang. 中華民國一○九年四月 April 2020. DOI:10.6814/NCCU202000501.

(2) 企劃書：台北道地的越南餐廳 Business Plan for an Authentic Vietnamese Restaurant in Taipei 研究生 : 何綺梅指導教授 : 張大為. 立. Student: Ha Nhat Chi Mai Advisor: Prof. David Ta-Wei Chang. 治國立政治大學政大. 商學院國際經營管理英語碩士學位學程. ‧. ‧ 國. 學. 碩士論文. y. sit. Nat. A Thesis. Submitted to International MBA Program. er. io. n. Chengchi University aNational iv l C n in partial fulfillment U h e n g cofhthei Requirements for the degree of Master in Business Administration. 中華民國一○九年四月 April 2020. DOI:10.6814/NCCU202000501.

(3) Acknowledgements Thanks God, for everything.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. i DOI:10.6814/NCCU202000501.

(4) Abstract Business Plan for an Authentic Vietnamese Restaurant in Taipei By Ha Nhat Chi Mai Being designed and planned by an IMBA student who have a great interest in cooking and food culture, this Business Plan for a Vietnamese Restaurant in Taipei was made with the. 政治大 in Taipei, a modern city of different cultures and economic hubs. 立. desire of promoting the beauty and traditional values of Vietnamese gourmet to the consumers. For more details, the restaurant is expected to provide not only traditional food and drinks,. ‧ 國. 學. which make Vietnamese cuisine become famous to foreign friends, but also the cooking. ‧. courses provided to the young people in Taiwan, who have never had a chance to start their. sit. y. Nat. interests in cooking. Besides, the restaurant will prioritize the employment of Vietnamese. n. al. er. io. staff to ensure the purest Vietnamese service to enhance the customer experience.. v. The business plan is made on the basis of three-year period, emphasizing the core business. Ch. engchi. i Un. values, the operational principles, the business model and, the corporate and social responsibilities being shown thorough the business performance.. Keywords: (Vietnam), (Vietnamese food), (Cuisine), (Restaurant), (Traditional Vietnam) (Authentic Culinary), (CSR). ii DOI:10.6814/NCCU202000501.

(5) TABLE OF CONTENTS 1. Market Insights ....................................................................................................................... 1 1.1. Analysis of Restaurant Industry of Taiwan .................................................................. 1 Threats of Rivalry ............................................................................................... 3 Threat of Market Entrance .................................................................................. 5 Supplier Power .................................................................................................... 5 Buyer Power........................................................................................................ 7. 政治大 1.2. Analysis of Consumers’ Behaviors .............................................................................. 8 立. Substitutes ........................................................................................................... 7. ‧ 國. 學. Sub-analysis of Taiwanese Cuisine and Taste Preferences ................................ 8 Sub-analysis of Consumers’ Behaviors ............................................................ 11. ‧. 1.3. Conclusions ................................................................................................................ 12. sit. y. Nat. 2. Business Plan for Vietnamese Restaurant in Taipei ............................................................. 14. io. er. 2.1. Overview of Vietnamese Restaurant .......................................................................... 14. al. Overview ........................................................................................................... 14. n. iv n C Customer Segmentation 15 h.................................................................................... engchi U Expected Location and Operation Hours .......................................................... 16 2.2. Menu Description ....................................................................................................... 18 Appearance ....................................................................................................... 18 Content .............................................................................................................. 20 2.3. Supply Chain Management ........................................................................................ 22 Input Acquisition .............................................................................................. 23 Processing ......................................................................................................... 30 Output ............................................................................................................... 32. iii DOI:10.6814/NCCU202000501.

(6) 3. Sales and Marketing ............................................................................................................. 34 3.1. Sales............................................................................................................................ 34 Retention of Food and Drink’s Original Flavors .............................................. 36 Restaurant Service ............................................................................................ 37 Cooking Workshop Course ............................................................................... 41 3.2. Marketing ................................................................................................................... 42 SWOT analysis ................................................................................................. 42. 政治大 3.3. Pricing ........................................................................................................................ 50 立 Marketing Policies ............................................................................................ 44. Pricing ............................................................................................................... 50. ‧ 國. 學. Demo Menu ...................................................................................................... 54. ‧. 3.4. Customer Care ............................................................................................................ 57. sit. y. Nat. Customer Care During Sales ............................................................................. 57. io. er. Marketing .......................................................................................................... 59. al. iv n C 4.1. Costs and Expenses .................................................................................................... 64 hengchi U n. 4. Finance ................................................................................................................................. 64. Capex ................................................................................................................ 64 Direct Costs ....................................................................................................... 68 Indirect Costs (or, Operating Expenses) ........................................................... 71 4.2. Capital Plan ................................................................................................................ 73 4.3. Prospect of Financial Position in Three Years ........................................................... 74 5. Corporate and Social Responsibilities (Hereinafter Referred to as CSR) ............................ 88 5.1. CSR of Human Resource Aspect ............................................................................... 88 5.2. CSR of Water and Power Management ..................................................................... 89. iv DOI:10.6814/NCCU202000501.

(7) CSR of Waste Management .............................................................................. 90 CSR of Charity Work........................................................................................ 91 CSR of Vietnamese Community Consideration ............................................... 91 6. Conclusion ............................................................................................................................ 93 7. References ............................................................................................................................ 95. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. v DOI:10.6814/NCCU202000501.

(8) TABLE OF FIGURES. Figure 1. Shilin Night Market .................................................................................................... 3 Figure 2. Taiwanese ethnic group structure (Source: IFAT) ...................................................... 9 Figure 3. Illustration of Viet Village architecture style ............................................................ 14 Figure 4. Population density of Taipei City by districts (2015) ............................................... 17 Figure 5. Average land prices of Taipei by districts (by thousand NTD) ................................ 17 Figure 6. Example of menu word font ...................................................................................... 19 Figure 7. Usual eye tracker on menu ........................................................................................ 20. 政治大 Figure 9. Traditional uniform立 design........................................................................................ 30 Figure 8. Viet Village logo ....................................................................................................... 22. ‧ 國. 學. Figure 10. Three potential advertising agencies: business focuses .......................................... 46 Figure 11. Most active social medial platforms in Taiwan ...................................................... 47 Figure 12. Distribution of spending in Taipei .......................................................................... 51. ‧. Figure 13. Inflation Rates of Taiwan from 1984 to 2024 (partially chart) ............................... 81. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. vi DOI:10.6814/NCCU202000501.

(9) 1. Market Insights 1.1. Analysis of Restaurant Industry of Taiwan No one can deny that food and drinks are human’s essential needs. Food provides the nutrients for both physical and spriritual and, 1/2 to 2/3 energy from food are to main the basic body functions such as breathing, body temperature conditioning while the others are for other actions on purpose. All energy demands are satisfied by input food and drinks that people consume. The demands for food and drink revolutes along with the growth of country. 治政大 struggled with wars and economy. Accordingly, back to the old days when the people 立. poverty, they preferred an economic homecooked meal with the available things they could. ‧ 國. 學. find in their gardens or shelters but, people nowsaday, whose lifestyle are shaped by busy. ‧. schedules, prefer ready-to-serve meals in restaurants or street food stall to save much time and. sit. y. Nat. efforts instead of going to groceries stores or supermarkets to buy food, cook them and, do all. io. al. n. 800,000 780,000 760,000 740,000 720,000 700,000 680,000 660,000 640,000 620,000 600,000 580,000. er. the dish washing after that. Besides, to some people, going to restaurant is not only for. 2015. Ch. engchi. 2016. 2017. i Un. v. 2018. 2019. Figure 1 Revenue from restaurant segment of Taiwan (million TWD). 1 DOI:10.6814/NCCU202000501.

(10) enjoying a meal but also socializing with other people or sharing the warm atmosphere with others. And, not standing outside the common trend, Taiwanese households spend around NTD 99,978 per year on on restaurants and hotels according to the data from Directorate General of Budget, Accounting and Statistics of this country. In addition, basing on the recent data of National Statistics of Taiwan, the restaurant industry of Taiwan has reported a revenue of NTD 739.187 million as of December 2019, indicating a slight decrease of 4.9% as compared to the prior year. Accordingly, the revenue from. 政治大. restaurant sub-industry hit NTD 559.619 million, asserting a decline of 12.42% compared to. 立. the same period of the prior year.. ‧ 國. 學. As at the date of this business plan, the world is being challenged by COVID-19 pandemic.. ‧. And, the governments around the world are not focusing on national health service plans as. sit. y. Nat. well as announcing travel restrictions, closing border gates or applying a series of lock down. io. er. everywhere to mitigate the infection risks. Meanwhile, WHO, medical research institutes of. al. countries and large pharmaceutical companies are working on vaccines and possible treatment. n. iv n C programs, all of these efforts, unfortunately, not shown any possible tackling plan. h e n have gchi U. According to experts, the COVID-19 will cause serious economic downturn in history and, its consequences can be compared to what happened in economic crisis 2008. This means, the world economy in general and Taiwan in particular will shoulder a huge impact from this crisis such as growth of jobless rate (because firms and companies prefer laying off than recruiting more people), decline of trades, higher control of budget, less public spending, etc. and, it seems this circumstance will hinder the growth of economy in coming years, too, no matter when the treatment or vaccines are invented because the economy system might need a long time for rehabilitation.. 2 DOI:10.6814/NCCU202000501.

(11) However, it is believed that the restaurant industry of Taiwan remain potential with the new emgerence of the online food delivery market, in which, the restaurants can enter into the partnership contracts with food delivery service providers to make formers’ food and service become more accessible to the final customers. Facts indicated that there were 54.1% food service providers have taken advantages of the social media to increase their revenues with 23.3% online reservation in 2016 and, obviously, this figures have been increased until now. 政治大. thanks to the boom of social medias and online delivery service providers like Uber Eats,. 立. Food Panda, etc.. ‧ 國. 學. Nonetheless, because this business plan was made for the designated market of Taipei, in. ‧. order to have a deeper insights to the potential of restaurant industry of this city, Michael. sit. y. Nat. Porter’s five force analysis is adopted to modelize threats from rivalry, market entrance, supplier power, buyer power and, substitutes.. n. er. io. Threats of Rivalry a l. Ch. engchi. Taipei has been recognized as one of the. i Un. v. most famous food paradises of Asian countries when it comes to restaurants and streetfood. Although no official data mention about the exact number of restaurants, the existence of almost 20 nightmarkets with thousands of food stalls Figure 2. Shilin Night Market. around Taipei City somehow indicated a. 3 DOI:10.6814/NCCU202000501.

(12) harsh competition of restaurant industry of Taipei, needless to mention the restaurant subsegments. And, this industry also offers a wide arrays of options for very customer segments, including low, middle and high with delicious food and good services. Obviously, a high quantity of competitors joining the restaurant industry market, the more intense the competion will be. With the population of 2.6 million of different cultures and nationalities, Taipei is believed to be a bountiful market for any restaurant but, the market share of this industry is quite scattered and, hardly a certain restaurant/ restaurant chain can. 政治大. obtain a market pie that is big enough for them to control the market demands. Besides, the. 立. harsh competition of this market is also attributable to the small scales of restaurants, family. ‧ 國. 學. eating houses and, the numerous numbers of franchised fast food chain and, caferterias. With a low switching cost, the customers are easily to drop their loyalty and switch to another. ‧. competitors’s services if they think the current one is not good enough or the food has nothing. y. Nat. bad rated, the possibility of coming back is not so high.. al. er. io. sit. special and, it is quite risky because once the customers sterotype that a certain restaurant is. n. iv n C Thereupon, it is believed that the restaurant in Taipei is exposed to a high threat of h e nindustry gchi U rivalry and, to win the revenues and market shares, the enterprises involved in this industry should not only differentiate their food and service but also paying attention to marketing activities.. 4 DOI:10.6814/NCCU202000501.

(13) Threat of Market Entrance The capex for establishing a restaurant in Taipei requires a moderate level of money, depending on types and customer segment that the restaurant is expected to serve in the future. If an investor wants to open a simple food stall in night market with a small space and few equipment, the premises rental fee for a place and such equipment probably around NTD 5,000 per night, excluding some fee he/she has to pay for the “illegal security fees for local gangsters” and, it is quite a feasible business plan because with the high traffic of visitors. 政治大 earn profit. In other case, if the 立investor is derious of opening a private own restaurant by the coming to the nightmarkets, it is easy for one to compensate all of the restaurant costs and. ‧ 國. 學. own money or loans, it is also a very popular business practice here.. ‧. As the only issue of market entrance is about the money, which everyone has to consider before doing business and figuring a way to deal with that, the market entrance is quite low. y. Nat. n. al. er. io. sit. for the newcomers, thereby pushing up the threat market entrance.. Supplier Power. Ch. engchi. i Un. v. The suppliers of restaurant industry are those providing them with input raw materials, cooking tools and equipment and, landlords (and, delivery services, in some cases). Correspondingly, the suppliers of raw materials have a lower bargain power to restaurants due to the high quantities of groceries stores, supermarkets, food companies in Taipei (because if the restaurant owners think the buying prices are too high, they can switch to another suppliers with more affordable prices or to whom offering a better sales policies), the suppliers of cooking tools and equipment cope with the similar situation because their. 5 DOI:10.6814/NCCU202000501.

(14) products sold can be used for a long time and, the possibility that a specific restaurant repeats the purchase of the same cooking equipment and tools is low because these assets are of longevity. Meanwhile, the landlords, who provide premises, are believed to chin up during the price negotiation. Upon the fact, as said, that the market entrance of restaurant industry is low, there exists a lot of potential lessees out there waiting for their turn negotiating with the landlord for a restaurant premises. Besides, Taipei is a small city of 271.8 square kilometers with a huge. 政治大. demands over real estates and apartments, it is a big concern for any investor to find a good. 立. place for their restaurants.. ‧ 國. 學. Besides, there is a popular phenomenon in Asian countries that, if a restaurant is well operated. ‧. and can earn a lot of profit, another competitor will show up and be willing to pay the. sit. y. Nat. landlord the higher rental fee (even shouldering the compensation for the breach of contract. io. er. caused to the current lessee). The reason they do that because the newcomer wants to take. al. advantage of the brand and the well-established traffic of the current one for their own. n. iv n C business. Therefore, the landlord plays role, in my opinion, and usually hold h aevery n gimportant chi U the knife handle in this situation. Thereupon, the restaurant industry is exposed to a moderate threat of supplier power and, the investor should pay attention to the negotation with suppliers and the crafting of service contracts.. 6 DOI:10.6814/NCCU202000501.

(15) Buyer Power As mentioned before, the customers are freely decide what they want to eat and which restaurant is appropriate to them. According to a research of Kathleen Guillermo 1 a customer will choose his/ her restaurant based on: -. Location: the location represents the convenience of the food service they want to eat and, people tend to consider this factor first because of time saving issue or the worthiness of the food and service being served;. -. 政治大. Ambiance: if the foods and service are acceptable but, the restaurant/ food stall cannot. 立. fullest. This matters depending on ones’ desired dinning;. Menu: this is the most understandable factor, customers pay for good food and, people just. ‧. -. 學. ‧ 國. provide a comfortable atmosphere to the customers, making them hard to enjoy food to the. like delicious things;. y. Nat. io. sit. Service: if the service is not good, the customers will complain. Some choose to direct. er. -. complain with the restaurant owner, others will underrate the restaurant on social media,. n. al. Ch. i Un. which causes impact on the future customer traffic.. engchi. v. Because the customers’ demands can obsolutely affect the business model, for example, the pricing policies, the decoration style, the serving etiquettes, etc., it is reasonable to conclude that the restaurant industry is exposed to a high threat of buyer power.. Substitutes In the market full of diverisified food offerings and similar restaurants, it is very easy for the customers to change their loyalty for a new one with a low switching costs because the. 1. Kathleen Guillermo, a journalist of Mac Lean Info Org.. 7 DOI:10.6814/NCCU202000501.

(16) restaurants compete against each other by prices, too. This is the reason why the restaurant industry of Taipei is exposed to a high threat of substitutes and, every restaurant owner needs to keep an eyes on not only their food offerings but also the associataed services to satisfy the customers’ demands as much as possible.. 1.2. Analysis of Consumers’ Behaviors. 治政 two key segments, including characteristics of Taiwanese大 cuisine (also consumers’ taste 立. The analysis of consumers’ behaviors of restaurant industry of Taiwan market will focus on. preference) and consumers’ behaviors in response to the restaurant offerings. The analysis of. ‧ 國. 學. Taiwanese cuisine will clarify the consumers’ expectation from the restaurant menus, thereby. ‧. enabling the owner to design and include the most appropriate dishes in their offerings not. sit. y. Nat. only to match the demands but also avoid the possible business failure caused by poorly-. io. er. matched offerings. Besides, the analysis of consumers’ behaviors will breakdown the traffic. al. iv n C h iteisnbelieved often react to the promotion programs; g c h ithatUthis analysis could facilitate the n. time in restaurant industry, the online social ratings on consumers’ flow and, how consumers. designing of operation hours and marketing policies of a restaurant.. Sub-analysis of Taiwanese Cuisine and Taste Preferences Basing on current figure of Taiwanese government, 97.3% population of Taiwan are Han people, which originated from China, while the rest 05% are Taiwanese local aborigines. In details, the Han people refer to Hoklo (i.e. people from Fujian of mainland China), Hakla (i.e. those coming from Guangdong, Fujian, Jiangxi, Guangxi, Sichuan, Hunan, Zhejiang, Hainan and Guizhou) and mainland Chinese people, who were post-war immigrants following. 8 DOI:10.6814/NCCU202000501.

(17) Kuomintang to come to Taiwan during the period from 1945 to 1950 and, most of these people were originated from the southern areas of mainland China, including Fujian and Guangdong. So, it is reasonable to believe that the cuisine culture of southern area of China play a huge role in shaping the eat and drink habits of these immigrants and, with the dominant chunk in the population structure of Taiwan, these habits of Han people controls the characteristics of Taiwanese cuisine in general. Besides, the Japanese Taiwan period from 1895 to 1945 when Taiwan was under the. 政治大. dominance of Japan as the result of the failure of Qing Dynasty to Tokyo in 1985, also had a. 立. significant impact on the Taiwanese culture in general and brought some exotic factors to. ‧ 國. 學. Taiwanese culinary culture.. ‧. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. Figure 3. Taiwanese ethnic group structure (Source: IFAT) Taiwanese cuisine, as mentioned above, is significantly influenced by that of the central and southern area of mainland China, especially Fujian, and Japanese culinary. The food culture comes to Taiwan together with the immigrants and the Japanese dominants. Therefore, there are lot of Chinese and Japanese food found throughout Taiwan; except for Fujian originated cuisine, the other food could be from Guangdong, Jiangxi, Zhoushan, Shanghai, Sichuan or,. 9 DOI:10.6814/NCCU202000501.

(18) Beijing. The key ingredients of Taiwanese cuisine mostly consisted of rice, cereal grain, pork and chicken while beef was not so biased because the cows, back to old days when Taiwan was an agricultural country, were considered helpful animals for the farming work. However, there is an interesting thing is that beef noodles are one of the most well-known of Taiwan food culture, unlike what showed in the old culture and, this was the result of the cultural value brought by the Chinese immigrants, whose favorite meat was beef. Nowadays, thanks to the developed agriculture with advanced technologies, Taiwan’s supply of food ingredients. 政治大 materials from Japan such as miso and tempura, which are very popular in Taiwanese 立. and fruits can meet the local demands and, the people also warm welcome the exotic raw. ‧ 國. 學. restaurants, or fruits (the local ones have a habit of gifting others exotic fruits as a sign of appreciation or respect), this somehow enriches the ingredient and food market of this. ‧. country.. y. Nat. io. sit. In terms of the preference tastes, Taiwanese people has a wide selection of spices such as salt,. n. al. er. pepper corn, chili pepper, cooking wine, lard, sesame oil, pickles to cook dishes. Besides,. Ch. i Un. v. during the meal time at restaurant, they usually use the condiments offered by owners to self-. engchi. customize their dish tastes to match their preferences. Therefore, there can be “fifty-shades of food tastes” in Taiwan, it can be salty, sweet, spicy, numb spicy, bitter, smelly or, the combination of tastes of these basics. The locals really like the soft and chewy texture of the food structure and, the most typical examples for this should be the boba in boba milk tea, the squid ball/ meatball or, the chewy noodles (e.g. udon) they use when enjoying hotpot or the dried foods they eat as desserts, these ingredients are kind of indispensable. Besides, as consuming livestock, nothing is wasted because the local cook can make nice dishes from. 10 DOI:10.6814/NCCU202000501.

(19) meat, bones or, especially intestines, which are cooked with special herbs that not only flourish the taste but also turn them into healthy dishes.. Sub-analysis of Consumers’ Behaviors Just like any other Asian countries, Taiwanese people have three main meals per days, including breakfast, lunch and dinner. The operation hours of restaurants here depend much on the eating habit of the customers; for more details, restaurants will open from 7.00 am to 9.00 am for breakfast time, from 11.30am to 14:30 pm for lunch time and, 17:30 pm to 20:30. 政治大. pm for dinner, except for some restaurants opening 24/7 (which are not so many in Taipei).. 立. Normally, people do not invest much time on having breakfast, they rather going to. ‧ 國. 學. convenient stores and grabbing something available there and eat them quickly before work/. ‧. school time or buying to-go things by the street than getting up early and cooking themselves. sit. y. Nat. a fancy breakfast. Some of the popular breakfast of Taiwan can be “dan bing” (a kind of crepe. io. er. made from flour and egg with some customized toppings), congee served with pickles, fried. al. iv n C h eofnconvenient tea, milk or, coffee. Perhaps, the number stores and the abundant of street-food gchi U n. dumplings, meesua (a kind of soft noodles soup) and, bread with some common drinks like. vendors somehow affect the breakfast habit of Taiwanese people. Lunch time must be the highest traffic for any restaurants in Taiwan because at this point of them, the number of customers having meals in restaurant is quite high, especially the restaurants located around office or school areas. If some people might choose bring homemade lunchboxes, most of them prefer lunching out with colleagues and family for socializing or, simply, just a quick meal before nap time to be energized for the afternoon work shift. As for dinner, people have a tendency of reserving a table in their favorite restaurant before coming there for dinner, especially during weekends, the customer traffic for dinner during weekends is higher than 11 DOI:10.6814/NCCU202000501.

(20) lunch because of rest taking habit, whereas they often have outdoor activities on Saturdays or Sundays then, it would be nothing else better than a dine out with friends or family members. Basing on what the author observed in Taipei, local people prefer having meal in food chain restaurants or buffet restaurants they like because the food quality is identical and the price range is stable while buffet model can offer a wide array of food theme for anyone, even vegetarians. In addition, Taiwanese people are quite sensitive to the ratings of restaurants, they often check the online reviews or ratings of a new restaurant before deciding to go there to give it a try.. 立. 政治大. This is just like a double blade to any restaurant because there are many cases of restaurant. ‧ 國. 學. becoming famous thanks to their ratings and high recommendations from customers or the creative (or, sometimes weird ideas) food ideas, however, if the ratings drop due to some. ‧. certain reasons (like, bad comments or complaints about service attitude), it is easy for them. y. Nat. n. er. io. al. sit. to lose customers in the future.. 1.3. Conclusions. Ch. engchi. i Un. v. Level of threat. Michael Porter’s five forces. Low. Moderate. High ✓. Rivalry Market entrance ✓. Supplier power Buyer power. ✓ ✓ ✓. Substitutes. 12 DOI:10.6814/NCCU202000501.

(21) The foregoing analysis and summary table indicated that the restaurant industry of Taipei is exposed to high threats. The market is full of existing competitors and also newcomers because of the low entrance. Meanwhile, whilst the threat of supplier power is of a moderate level, which can be controlled by negotiation and contracts, the buyers have a great power on the business model of any restaurant thank to a low switching costs and the diversity of the product and service offerings. Therefore, it is believed that two crucial factors driving the success of restaurants are food quality and best services and, these two factors must be. 政治大. developed in parralel to enhance the customer experience and, stablize the sales.. 立. In order to achieve success, a Vietnamese restaurant must clarify whether the Vietnamese. ‧ 國. 學. food can match the local tastes of Taiwanese to keep original to be included in the menus or the Vietnamese food should be adjusted and modified in line with the local tastes. In case of. ‧. modifying, the Vietnamese food will be no longer “traditional” anymore and, it’s different. y. Nat. io. sit. from what I want to convey through my business, which is let the Vietnamese food blooming. n. al. er. in Taipei. Therefore, the only way for me should be cautiously selecting the traditional. Ch. i Un. v. Vietnamese food that have the similar taste preferences with Taiwanese ones in order to avoid. engchi. any adjustments. Furthermore, the service should be well performed and food should be served in a clean and neat manner to avoid any possible complaints that can affect the restaurant reputation, especially during the fresh establishment period.. 13 DOI:10.6814/NCCU202000501.

(22) 2. Business Plan for Vietnamese Restaurant in Taipei 2.1. Overview of Vietnamese Restaurant Overview The Vietnamese Restaurant opened in Taipei is named “Viet Village”. Because Vietnamese cuisine is different from area to area, Viet Village cuisine substantially. 治政大 focus on the southern area food culture, I 立 think the clarification off food culture style. ‧ 國. 學. Figure 4. Illustration of Viet Village architecture style (Source: Designs.vn). will facilitate the architecture designs and. ‧. construction later, Viet Village will be designed and constructed to meet the standards of a. sit. y. Nat. traditional Vietnamese village in the southern are with the key construction materials of. io. er. timber, bamboos and, red tile bricks, the most differentiated characteristics of local villages.. al. iv n C U h can from bamboo and neohouzeaua, which and also the durability. e nensure g c hthei aesthetics n. Because Vietnam’s starting point was an agricultural country, the furniture is simply made. Besides, the usage of these materials and furniture is believed to differentiate Viet Village from other Vietnamese restaurants in Taipei, where the design and furniture are neglected because of cost issue. The outside restaurant will be decorated by herbals and spice veggies pots and flowers to be eco-friendly and, somehow make everyone feel peaceful and comfortable, besides, a long wooden chair will be placed outside the front door, next to the veggies small garden to serve the customers waiting for their turn outside and also to increase the aesthetics for the restaurant. In addition, the customers in waitlist can consider the menus and place orders in advance, thereby reducing the waiting time and enabling the kitchen team 14 DOI:10.6814/NCCU202000501.

(23) to control the availability of the food offerings and notifying the customers in case of “soldout” situation to customers so that they have time to switch to another order to save time. Or, they can have a look at the Vietnam travel brochures, flyers placed outdoor. Viet Village is not merely a place to provide food and drink but also an small art restaurant, where customers not only enjoy nice food but also learn about Vietnamese cultural beauty via the carefully-selected menu, the decoration arts of countryside villages, the postcards and bulletins putting around the restaurant space and, the self-planted herbs that enrich the flavor. 政治大. and level up Vietnamese cuisine in the eye of foreign customers.. 立. Customer Segmentation. ‧ 國. 學. Viet Village is not a picky restaurant when it comes to the customer segmentation, it serves. ‧. everyone, no matter they are young or old, rich or poor, Vietnamese lovers or not because our. sit. y. Nat. motto is “showing the humble Vietnamese beauty to the world” with a humble and graceful. io. er. attitude to whoever enters and leaves our restaurant. Food should be served to everyone and, it. al. iv n C U all customers equally with the h eVillage customers. I want to emphasize that Viet h i treat n g cwill n. makes no sense if a restaurant just limits themselves in serving just high-end or low-end. same friendly services 2. Besides food and drink service, Viet Village also provides cooking workshop for those having a great affection on Vietnamese cuisine or, simply, young people having no opportunity to learn cooking so far. These workshops will not be carried out like a training classes and, the attendants will not receive any cooking certificates from this activity. This business line is merely to enhance the awareness of local people of the real Vietnamese traditional food and culture, to connect the restaurant business activity with customers’ 2. Although Viet Village does not intend to categorize the customers, the customer segmentation of the restaurant ranges within upper low (or, lower middle) customer segmentation, basing on the prices of food offerings and the average prices of comparable restaurants in Taiwan.. 15 DOI:10.6814/NCCU202000501.

(24) demands. Or, in other words, providing cooking workshop is a part of marketing policy of Viet Village. Therefore, this business line substantially serves the young people having stable source of income and paying much attention to the quality issue rather than the vanity of food trend. Besides, Viet Village also wanted to offer a special business service for the Vietnamese manual worker community at the special price. However, this service is taken place in a fixed time frame on Tuesdays, from 18:30 to 20:30. Accordingly, the Vietnamese manual workers or low-income people, who want to have an authentic meal, will be offered a special price with 30% off.. 立. 政治大. Basically, the target segmentation of Viet Village is focusing on middle and high-class. ‧ 國. 學. customers. The service offered to manual worker customers just a special activity of the restaurant and therefore, they are not considered as the official customer segment.. sit. y. ‧. Nat. Expected Location and Operation Hours. io. er. Taipei, located in the north of Taiwan, is the capital and the central economic zone of this. al. iv n C According to figures by Worldometerh3, e the current population n g c h i U of Taipei is around 7,871,900 n. country, obviously, this city is considered to be one of the most densely cities of the world.. citizens (as of 10 January 2020, 17:16 pm). Whereas, Datong, Songshan and, Da’an are the most populated districts of Taipei, for example, there are roughly 28,518 citizens as per square kilometer in Da’an area. Except for the Taiwanese people in Taipei, this city is also a residential place for new immigrants, who are the locals’ spouses or foreign expats. Thus, the districts in Taipei that welcome most new immigrants consist of Wanhua, Wenshan and,. 3. Worldometer is an organization providing live world statistics on population, government and economics, society and media, environment, food, water, energy, and health. Worldometer was voted as one of the best free reference websites by the American Library Association (ALA), the oldest and largest library association in the world.. 16 DOI:10.6814/NCCU202000501.

(25) Da’an. Vietnamese people considered one of the largest communities in Taiwan, and, most of them come to Taiwan by blind marriages or work as manual workers.. 立. 政治大. ‧. ‧ 國. 學. Figure 5. Population density of Taipei City by districts (2015) (Source: Locations of present UA Sites and Density of 12 districts of Taipei (Research Gates)). Nat. sit. y. 3500. 1500 1000. al. n. 2000. io. 2500. er. 3000. Ch. engchi. i Un. v. 500 0. Figure 6. Average land prices of Taipei by districts (by thousand NTD). 17 DOI:10.6814/NCCU202000501.

(26) So, Viet Village is expected to be set up in Songshan area to capture the high population and convenient public transport to increase the traffic flow of customers to restaurant areas. Besides, because the restaurant prefers employing Vietnamese people to provide the most authentic Vietnamese vibes to customers, the location in Songshan will facilitate the employment process because most of the new immigrant Vietnamese residents live in this area. The reasons that Da’an or Wenshan are skipped because the first mentioned one is well known for high rental fee, which could push the establishment cost to increase, while the. 政治大 restaurant. So, in this case, Songshan is the best choice for a restaurant premises. 立. second one is quite far from the downtown area, which decreases the customer flow to. ‧ 國. 學. In terms of the operations, basing on the analytical contents mentioned about the consumers’ behaviors, Viet Village will be opened from 11:00 am to 14:00 pm for lunch time and from. ‧. 16:30 pm to 20:30 for dinner time, from Monday to Saturday, because the restaurant does not. y. Nat. io. sit. offer breakfast meal to customers. This is the time frame to serve customers, the other. n. al. er. activities will start from 8:30 am to 22:00 pm, depending on the specific tasks of each employee.. Ch. engchi. i Un. v. 2.2. Menu Description Appearance Viet Village’s menu, made of brown kraft paper, consists only one page with two sides of contents. The front page will be the food menu and the back page will be the drinks menu. The reason why the menu will be made of brown kraft paper instead of other high quality and formal paper kind because: (1) the brown kraft paper is a recycled material and Viet Village. 18 DOI:10.6814/NCCU202000501.

(27) prefers using as much as possible eco-friendly materials for the restaurant and, (2) brown kraft paper provides rustic and aged look that reminds the customers of nostalgia feeling and, with the vintage values running throughout the business, the usage of brown kraft paper is a good choice for Viet Village. In addition, because the menu is expected to provide a neat and clean appearance about the food and drinks being offered, the contents will be printed in a retro font to honor the old values of Vietnam and to match the restaurant theme. And, the font color should be in black. 政治大. because the brown kraft paper is original in light brown, in case of making colorful menu, the. 立. Besides, Viet Village also provides some miniature postcards. 學. ‧ 國. contents will provide a messy look and no longer be elegant.. ‧. for the foods and drinks being ordered and, these postcards. sit. y. Nat. will show an illustration of the food introduce the its origin. io. er. and the way how to properly enjoy the food/ drinks to. al. n. increase the customer’s experience to a higher level. Because. i n eating is not simply putting food inCmouths and consuming U hengchi. v. Figure 7. Example of menu word font (Source: http://forum.iciel.net/). it, the food etiquette is also important, knowing which food should go with which sauce or veggies or herbs can flourish the tastes. Besides, the further details in postcards will enable the customers to know more about the cultural values in every food they eat and, to avoid any possible food allergies. This is one of the activities that Viet Village will conduct to propagandize our Vietnamese values to customers. And, surely, the customers can keep these postcards for promotion/ discount programs in future.. 19 DOI:10.6814/NCCU202000501.

(28) Content Restaurant is a potential business but, not every restaurant opened can achieve their expected success because there are a lot of factors driving the business circumstance such as premises, food and drink quality, marketing, etc. Nonetheless, there is a factor that not many people pay a serious attention to, it’s the menu content. In my opinion, after entering restaurant overwhelmed by the warm welcoming atmosphere, the most appealing thing to any customer is the menu. Menu is the way the restaurant to express its values to customers, the first thing. 政治大 reason why I think the menu content 立 is very important and, the content layout should be. that any clientele bases on to decide if he/she wants to have a meal or just leave. This is the. ‧ 國. 學. cautiously considered.. ‧. As the result, the contents of menu will be written in two languages, including Mandarin and English and, the Mandarin should be the key language with bigger font, followed by English. y. Nat. er. io. sit. one with smaller size. For more details, although Viet Village is a Vietnamese restaurant, the insertion of Vietnamese language will just make the menu look confusing to readers. So,. n. al. Ch. i Un. v. Mandarin and English are good enough for the local customers and the foreign ones in Taipei.. engchi. In addition, according to research report on “The. Psychology of Menu Design: Reinvent Your Silent Sales Person to Increase Check Averages and Guest Loyalty” of Mr. Dave Pavesic 4, a consumer averagely takes 109 seconds to go through all content mentioned in the menu and, a restaurant. 4. Figure 8. Usual eye tracker on menu Source: by Sybil Yang. Dave Pavesic, a researcher at Georgia State University published his “The Psychology of Menu Design: Reinvent Your Silent Sales Person to Increase Check Averages and Guest Loyalty” in 2005. 20 DOI:10.6814/NCCU202000501.

(29) must wisely consider the layout and the arrangement of the key dishes or the dishes to be promoted in the right position to attract customers’ attention. Furthermore, according to Ms. Sybil Yang 5, a researcher of San Francisco State University, a customer has a tendency of reading the menu like the way he/ she reads a book, which means, he/ she will scan eyes from the top to bottom, from the left to the right in the organized track to get the full information on the food offerings. If the menu has two sides, such customer will start with the page having the logo of the restaurant first because the logo signals the customers where they should start. 政治大 No. 1 and No. 4 (basing on the Figure 7) because the customers will pay most attention to 立. reading. And, the sweet spots for the best food of Viet Village should be placed at the Spot. ‧ 國. 學. these spots.. For the best offering, Viet Village’s menu just serves four types of foods, including noodles. ‧. and rice category (ten dishes), side dishes (five side dishes) and desserts (three options) and,. y. Nat. io. sit. drinks (five options). Accordingly, noodles and rice related food will be placed at Spots 1 and. n. al. er. 2 while side dishes are shown at Spot 3 of the first page (i.e. logo page). And, the desserts and. Ch. i Un. v. drink category will be placed at Spots 4, 5 and 6. The division of these offerings is based on. engchi. the characteristics of the food. If a customer wants to have a meal, he/ she just needs to focus on the first page while the second page is for those want something sweet for their life or just want enjoy the light tea break.. 5. Sybil Yang, a researcher and professor at San Francisco State University, rocked the restaurant world in 2012 by publishing her myth shattering study “Eye Movements on Restaurant Menus: A Revisitation on Gaze Motion and Consumer Scanpaths”. 21 DOI:10.6814/NCCU202000501.

(30) For more details, a menu should be designed like this: (1). Name and logo of Viet Village;. (2). Name of food category in Mandarin: large font, Figure 9. Viet Village logo (Source: created by Wix). bold, using retro handwriting Mandarin font; (3). Name of food category in English: one or two - size smaller than the Mandarin one, using the retro Vietnamese font illustrated above;. (4). Food name in Mandarin: large font, bold, using retro handwriting Mandarin font. (5). Food name in English: one or two - size smaller than the Mandarin one, using the retro. 政治大. 立. Vietnamese font illustrated above;. ‧ 國. 學. (6). Repeat with other categories.. ‧. Last but not least, the price of food and drinks will be stated in number without currency unit,. y. Nat. er. io. sit. this way enables the customers to forget the pain of spending money and, Viet Village also applies odd pricing method to further distract customers from the real amounts they need to. n. al. Ch. i Un. v. spend for the food and services (the odd pricing policy will be mentioned in details in the. engchi. upcoming contents).. 2.3. Supply Chain Management In brief, the supply chain of a restaurant can be divided into three stages, input acquisition, processing, output serving. At the first glance, the supply chain looks separated but, actually each stage has a huge impact on the other and, the relationship of three stages should be illustrated by a circle. For more details, the input acquisition will facilitate the processing. 22 DOI:10.6814/NCCU202000501.

(31) while the processing will decide the output quality to be put on table and, the output serving will decide the quantity of inputs should be acquired in the next business turn. In order to have a deeper insights of supply chain management, to know what are the constitutes of each stage and how Viet Village handles it, the three mentioned above will be analyzed as follows:. Input Acquisition Just like any other restaurant, the inputs of Viet Village consisted of three key categories,. 政治大. including restaurant equipment, fresh ingredients and, human resources. During the fresh. 立. establishment period, Viet Village operates as a small restaurant with a central kitchen area. ‧ 國. 學. (including storage and shelving, a small bar for making drinks and putting dishes waiting for. ‧. delivery), a small cashier booth in the front to welcome customers and perform the cashier tasks and, around ten sets of tables for service (including five sets of four-person tables, three. y. Nat. er. io. sit. sets of two-person tables and, two sets of six-person tables), totaling thirty-eight seats. Due to the small scale, the number of employees is nine people, including one head chef, one sous. n. al. Ch. i Un. v. chef, one kitchen assistant, four service staff (i.e. direct laborers) and two administrative. engchi. executives (indirect laborers). Besides, Viet Village also recruit a cashier, who work full time at the restaurant. Acquisition of restaurant equipment and supporting tools In order to synchronize the kitchen appliance and supporting tools (like cashier machines, billing machine, serving-ware, etc.), such equipment will be purchased in full set from a restaurant appliance supplier in Taiwan, to save time and efforts in assembling work as well as the warranty job later. In order to choose right supplier, Viet Village will collect the. 23 DOI:10.6814/NCCU202000501.

(32) quotations from at least three suppliers then evaluate them based on our own criteria for the most appropriate ones. For more details, after firstly evaluating the restaurant supplies stores based on the information on internet, Viet Village will directly reach the stores to do the survey of quotations and further services then laying out the criteria to select the right suppliers as follows: Criteria. Explanation. Brand name &. on. internet. data,. of users about the. 學. ‧ 國. quality. 政治大 Brand name is the first base to Basing 立 evaluate the quality of the input review. How to measure. equipment. Branded equipment brands and, the rate of frequent is. synonymous. well- errors happened when using.. equipment,. ‧. performed. to. less. y. sit. Village. will. direct. up restaurant, it is important if contact and have a sales. io. service. Because Viet Village is a start- Viet. er. Customer. Nat. errors and, safety guarantee.. al. n. iv n C good quality customer to suppliers. h e n gservice chi U. the restaurant owner receives a consultancy with all three. choose the right product that effective match use purpose.. The supplier with and. friendly. consultancy will be highly rated.. After sales service. After sales service refers to the If. the. supplier. is. fully. assembling, maintenance and, committed to ensuring the repair service that the supplier smooth operations of Viet provides to Viet Village.. Village with free or cheap price and instant response to. 24 DOI:10.6814/NCCU202000501.

(33) Criteria. Explanation. How to measure restaurant’s. needs,. that. supplier will be highly rated. Credit policy. As a start-up restaurant, Viet The supplier, who offers the Village might experience the most. flexible. shortage of investment cash schedule. or. payment. longer. credit. flow and therefore cannot afford period, will be highly rated. instant in-cash payment for the However, Viet Village will. 治政 (if applicable) incurred from the supplier to offer nice credit大立 policy to facilitate the purchase the credit amount. equipment, Viet Village expects also consider the interest rates. ‧ 國. Delivery. 學. of equipment.. Viet Village will be located in The. supplier. offers. free. ‧. Taipei, if the supplier’s store delivery or lowest delivery locates in the different area that fees will be highly rated.. y. Nat. sit. might trigger a high delivery. al. n. purchase. price. Ch. of. kitchen. er. io. cost, thereby increasing the. i Un. v. equipment as compared to other. engchi. suppliers, Viet Village will choose the next supplier.. The evaluation for each criterion will be graded in line with the scale from one to five point(s) and then sum up all the grades to find out the supplier with highest score. The one with highest score will be chosen as the official supplier. Specifically, the score scale is as explained as follows:. 25 DOI:10.6814/NCCU202000501.

(34) -. Very poor: one point. -. Below average: two points. -. Average: three points. -. Above average: four points. -. Excellent: five points. As for other supporting tools to facilitate the operations like cashier booth, furniture, table set, Viet Village will cooperate. 政治大. with the restaurant renovation contractor to find out the. 立. carpenter workshop to create a full set of furniture and tables by. ‧ 國. 學. wood, plywood, bamboo and neohouzeaua to provide the. ‧. synchronous green and rustic atmosphere. In terms of the serving-ware, they will be imported directly from Vietnam to. Nat. n. er. io. al. sit. y. Figure 9. Illustration of porcelain of Viet Village Source: Que Nha it is easier to find the similar porcelain products in Taiwan market that look alike Vietnamese ensure the traditional values delivered to customers. Although. Ch. i Un. v. porcelain, the importation is believed to be cheaper because they are designated for the. engchi. middle-class use, not the high-end products like what we can find in Taiwan. As Viet Village is developed in line with a countryside vibe and nolstagic atmosphere, the usage of high-end serving-ware is unresonable. Employment of human resource Staff salary is a matter to a newly established restaurant like Viet Village and, therefore the number of employees to be employed must be cautiously considered. In order to offer the best service but to remain the freedom and relaxed atmosphere for customers, Viet Village will. 26 DOI:10.6814/NCCU202000501.

(35) offer a seated but casual dining. Because Viet Village is expected to run around eight tables, we will employ two staff to take care of food logistics, billing, cleaning, and keeping an eye on what happened during the dining for instant assistance. Besides, the kitchen area is equipped with one head chef and two assistants to ensure the timeliness of dish preparation, thereby making sure that the customers not waiting for too long for their turn. These staff should be fluent in Chinese, Vietnamese and, English for a smooth communication with customers. Viet Village will apply the policy of employing shift-. 政治大. working employees (only Vietnamese students or housewives) and allocate the workforce to. 立. match the demands of restaurants and staff themselves. This way enables Viet Village to save. ‧ 國. 學. much staff salaries because the part-time salaries for restaurant is more flexible than the fixedemployed ones. Basing on quick survey of part time salary for restaurant staff on websites. ‧. 104 or 1111 6, the average salary volatiles from NTD 158/ hour to NTD 180/ hour.. y. Nat. io. sit. Meanwhile, the head chef, sous chef and, kitchen assistant will be full-time employed because. n. al. er. they are considered as direct workers with heavy workload. Besides, the full time employment. Ch. i Un. v. will ensure the commitments and devoted attitude of these employees to Viet Village’s. engchi. restaurants. If Viet Village prefers candidates with friendly appearance with patient attitude because in this industry, save for the high quality dishs, the serving attitude is also a matters to increase the pleasure of customers, the restaurant picks the experienced kitchen assistants based on their experience in cooking and using kitchen equipment, their opinion on food safety and hygiene issues.. 6. 104 and 111 are the two popular job hunting websites in Taiwan.. 27 DOI:10.6814/NCCU202000501.

(36) In terms of the recruitment process, Viet Village will conduct a direct recruitment process by publishing an announcement on our official fanpage/ website and also Association of Vietnamese People in Taiwan fan page to recruit or placing a placement signboard front of restaurant during the renovation period. This process is expected to take around one month to finish. Acquisition of ingredients The ingredients of Viet Village consisted of fresh meat, vegetables and, spices. To ensure the. 政治大. input quality, the restaurant will find the butcher and groceries stores, who are experienced in. 立. supplying ingredients to central kitchen or restaurant, to be the key supplier. As for the living. ‧ 國. 學. stock like meat, seafood, fishes, etc., Viet Village will work with professional butcher. ‧. suppliers for the best price and high quality meat while the veggies are expected to be ordered. sit. y. Nat. from the veggies farms or the authorized dealers of the farms around Taipei (for example,. io. er. YesHealth iFarm, Green &Safe, Nice Green) to ensure the freshness because the. al. transportation of veggies through different intermediaries will dilute the veggie quality. The. n. iv n C selection of supplier is conducted in the with the restaurant equipment suppliers h esame n gmanner chi U by collecting three quotations from five best suppliers and, discussing the direct sales with. them and choosing the best one based on the evaluation criteria as follows: Criteria Freshness. Explanation. How to measure. To ensure the quality of output The freshness will be checked dish. and. food. safety. for by the head chef (as checking. customers, the freshness of sample ingredients. is. products). and. emphasized. guaranteed by the supplier’s. Hence, Viet Village prioritized reputation.. 28 DOI:10.6814/NCCU202000501.

(37) Criteria. Explanation. How to measure. the ingredients’ freshness for any purchase. Stable supply. To ensure the smooth operation Viet Village will base on the of Viet Village, the stable commitments on stable supply supply of input ingredients is and applicable price during the very important because the contractual term to evaluate restaurant definitely does not the supplier. Accordingly, the want to experience any shortage best supplier should be the one. 政治大 stable supply means the stable homogeneous 立. of ingredients. Besides, the offering the ingredients of. in. fluctuations. spite or. of. market time to time, at the stable. shortage. 學. ‧ 國. prices. quality from. of price.. supplies.. ‧. As a start-up restaurant, Viet The supplier, who offers the flexible. sit. Nat. Village might experience the most. y. Credit policy. shortage of investment cash schedule. or. payment. longer. credit. io. n. al. er. flow and therefore if the supplier period, will be highly rated.. i Un. v. applies credit sales or periodical However, Viet Village will. Ch. engchi. payment to Viet Village, it also consider the interest rates would be nice.. (if applicable) incurred from the credit amount.. Delivery. Restaurant business requires a The supplier offers in-time lot of preparation and cooking delivery. with. free/. low. time, the in-time delivery of delivery fee is highly rated. ingredients is very important. Besides, the food preservation during delivery is a matter of concerns.. 29 DOI:10.6814/NCCU202000501.

(38) Thereupon, the evaluation for each criterion will be performed in the same manner with that of equipment suppliers. The one with highest score will be chosen as the official supplier of ingredients. Furthermore, Viet Village will use CukCuk software 7, an application enabling to control the stock in and stock out of ingredients as well as their expiration dates to ensure their freshness of ingredients and to avoid possible wastes.. Processing Different inputs will experience different processing. This means, while the kitchen. 政治大. equipment and supporting tools, after being purchased, will be firstly checked once again by. 立. the Viet Village’s owner by visual sense, contracts and, warranty certificate issued by the. ‧ 國. 學. suppliers then assembled in the restaurant to make sure that all equipment is fit together.. ‧. Then, Viet Village will conduct a trial run under the observation of suppliers’ represenatives and technicians to ensure the equipment is of good conditions or to timely adjust in case of. y. Nat. er. io. sit. any errors or mistakes.. al. iv n C the operational motto of Viet Villagehand i Udetailed job description. As the core e what n g carehtheir n. The employees, after recruiting, will join a training course so that they will be aware what is. values of the business model is propagandizing the beauty of Vietnamese food and culture, all employees are not only equipped with the knowledge about the food and dishes offered by Viet Village (i.e. origin and eating etiquette, etc.) but also Vietnamese history and culture so that they can have brief introduction to the restaurant or whatever the customers want to know. Figure 10. Traditional uniform design (by Elan.vn). 7. CukCuk, a software developer of Vietnam, is well-known for their restaurant management systems.. 30 DOI:10.6814/NCCU202000501.

(39) about the Vietnamese oriented ornaments/ decorations placed around the restaurant. In addition, all employees are provided with Vietnamese traditional costumes to use as uniform and, the uniform color should be associated with natural elements, with Viet Village’s logo. These employees are also required to appear in a neat and clean manner, no matter they. 政治大 One more important thing that they need to make 立 work inside kitchen area or food logistic or cleaning.. ‧ 國. 學. their hair into a hair-bun to avoid any fallen hair onto the dish they serve because a small hair found in the. ‧. dish is believed to be the first step leading the restaurant to step down. Their work. Nat. sit. n. al. er. io. be.. y. performance will be evaluated on the weekly basis for timely adjustment and reward, if need. Ch. i Un. v. Meanwhile, the input ingredients are decided on the basis of the fixed food offerings by Viet. engchi. Village, the restaurant owner will have a discussion with head chef and two chef assistants to clarify the stock inventory and ingredients should be purchased to avoid any possible shortage of ingredients. Then, Viet Village will notify the supplier of official email and, the supplier is expected to provide ingredients on daily basis to ensure the freshness and best flavor for next step. As for the special spices and herbs, Viet Village will place orders to the Vietnamese groceries stores in Taipei to ensure the original tastes of the food and drink while the restaurant will take the initiative in planting Vietnamese herbs and aromatic veggies by ourselves. These herb pots not only provide a little bit “farm to table” vibes but also a. 31 DOI:10.6814/NCCU202000501.

(40) decoration item for the outside of restaurant. The ingredients, after delivered together with accounting documentation, will be checked by the head chef and assistants, then, all the data on the delivery (including name of products, quantity, manufacturing date, expiry date, invoice numbers, payment value, payment schedule, etc.) will be entered on to the management information system of Viet Village. Then, the kitchen team will proceed to their processing work and, the head chef will take the full authority to supervise and guide the assistants during the processing. He/ she not only supervises but also involves in the cooking. 政治大. process and, checks the food and drink (tastes, appearance, decoration, etc.) before calling the. 立. food logistics staff for delivery.. ‧ 國. 學. Output. ‧. The output product of restaurant equipment is the smooth operation when the users use them to do their job. Therefore, if the restaurant equipment is easy and safe to use without any. y. Nat. er. io. sit. errors or disruption during performance, it is concluded to offer a great job. However, the kitchen team, except for their key job, is required to keep an eye on the efficiency of such. n. al. Ch. i Un. v. equipment and notify the restaurant owner of any failure or errors in a timely manner for an instant adjustment.. engchi. Meanwhile, as for the food serving, the quality will be checked before serving and, logistics staff are expected to cleverly observe the customers’ reaction when they enjoy food and drink to provide timely assistance and to collect the feedback for the kitchen team. Besides observation, Viet Village will have another customer care activity to collect customers’ feedback and, this content is presented in the upcoming contents. After receiving the food/ drink from the kitchen team, food logistic staff will check the food once again to ensure the cleanliness and appealing, if they find out any issue like over-saucing, messy plating, etc., 32 DOI:10.6814/NCCU202000501.

(41) they will tell the chef directly or fix the food themselves. Only the qualified food is served, otherwise, they will be trashed. As for the staff performance, the restaurant owner will cautiously supervise their attitude as serving customers and doing their assigned jobs. Any improper doing will be fixed right away in an amicable manner at the first time, if the mistake is repeated, a disciplinary sanction will be applied. As assigned, the staff is instructed to show a friendly and helpful attitude and therefore, if the kitchen team is evaluated based on the customers’ feedback, food quality, and. 政治大. their kitchen performance, the logistics staff are evaluated based on the working attitude and the satisfaction of customers.. 立. ‧ 國. 學. In brief, the supply chain management of Viet Village is illustrated as follows: As for restaurant equipment: Evaluating then deciding supplier. al. n Research and quotations. -. Feedback and periodic maintenance. Processing (including cleaning, storing, cooking). Output food and drink. Performing tasks. Output services. y. Running and supervising. sit. io. As for human resource:. Trial run testing. er. Nat. Research and quotations. -. ‧. -. i Un. v. Evaluating then deciding supplier. Checking delivery (including quality and papers). Interviewing and employing staff. Initial training and weekly training. Ch. engchi. As for ingredients: Job describing and posting recruitment. 33 DOI:10.6814/NCCU202000501.

(42) 3. Sales and Marketing 3.1. Sales In order to lay out sales policies, it is very important for Viet Village to know what the consumers usually expect from a Vietnamese restaurant when it comes to prices and quality of service offerings and also added values before they decide to pick the specific restaurant or not. Hence, for deeper insights about the customers’ expectations, an empathy map for Viet Village will be made as follows:. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. According to Empathy Map, the potential customers of Viet Village have a great concern about the food quality and restaurant differentiation as compared to other competitors. In Taipei, there exits quite a lot of Vietnamese restaurants, however, these restaurants are mostly. 34 DOI:10.6814/NCCU202000501.

(43) of small scale and substantially serve the local people of a district/ ward. Besides, according to TripAdvisor 8, among ten best Vietnamese restaurants in this city, there are seven out of ten restaurants indicating that they will offer Vietnamese beef noodles and spring rolls, which are the most well-known dishes of Vietnam in the eyes of foreign customers. However, because there are too many restaurants offering the same food, the only thing deciding if a customer wants to have a meal there is the taste and savory of beef noodles, which are controlled by head chef. In addition, to capture as more as possible customers, some restaurants will. 政治大 Village will follow the footstep of other competitors, which means, the restaurant will provide 立 localize their dishes to make them be more adaptive to locals. Understanding this issue, Viet. ‧ 國. 學. beef noodles in their menu but, we will keep the original flavors and serving manner, no localized food will be served to keep the core business values.. ‧. Customers in restaurant industry rely much on the reviews and ratings they found on in. y. Nat. io. sit. internet before picking a restaurant, Viet Village understands that the power of marketing. n. al. er. approaches based on words-of-mouth and online advertising (this content will be mentioned. Ch. i Un. v. in the upcoming contents). Besides, customers have a tendency of imagining the tastes and. engchi. flavor of food when they reading the menu, the description of menu, no matter online or offline display the most details contents about food and enhancing the savory of dishes by cautiously selected wording. The Empathy Map indicated that Viet Village must create their own differentiation factors to compete against other rivals in the same local. And, those factors must include of food and drink’s original flavors, cooking workshop, unique restaurant atmosphere that is rich in. 8. Trip Advisor is an American company, specialized in providing reviews for tourism industry and online reservations for transport, housing, travel experience and, restaurant.. 35 DOI:10.6814/NCCU202000501.

(44) Vietnamese values, not Taiwanese localization and, service manner. Thereafter, Viet Village sales activities are conducted as follows:. Retention of Food and Drink’s Original Flavors Because the operational philosophy of Viet Village is offering the best value of Vietnamese culture, it will make no sense if the restaurant offers a localization food to adapt the local taste. Obviously, this insisting also exposes the restaurant to a revenue risk because consumers prefer the taste that is familiar to them and they tend to resist the unfamiliar,. 政治大. however, being located in the same Asian region with some common in values because. 立. Vietnam was under the dominance of Chinese speaking people for more than one thousand. ‧ 國. 學. years, the taste of Vietnamese food is less likely to trigger any strong resistance from. ‧. Taiwanese consumers since the ingredients and spices two countries use are similar to each other. The only difference here is attributable to cooking style and the level of condiments. y. Nat. er. io. sit. being used. Besides, the customers coming to Viet Village are not all Taiwanese, the restaurant also serve foreigners who live in Taipei and, if these foreigners had experiences. n. al. Ch. i Un. v. with Vietnamese food before with original taste in Vietnam, they will expect to be served the. engchi. same thing, same flavor, same taste with the ones they enjoyed before. About the drinks, except for offering standard drinks like tea, soft beverages or, just pure water, Viet Village will offer a home-made Vietnamese style drinks, which cannot be found in any other restaurants in general. This move is not only to differentiate the restaurant from other rival but to serve the most appropriate drink to the food that customers ordered to flourish the food experience here. Just like the Western gourmet, the food should be served with the right wine or liquor, it works the same way in Asian culinary, especially Vietnamese one; for example, if a customer orders a food made from belly pork or rich in fat, the 36 DOI:10.6814/NCCU202000501.

(45) accompanying drink should be lime juice or, if the food is too spicy, the best drink should be iced tea, etc. Obviously, the customers can decide what they want in their own discretion, however, Viet Village staff will recommend the best drinks accompanying the food for customers during ordering process. Food not only for filling ones’ stomach, food is also a way that the restaurant tells her story and culture and, that’s why Viet Village will try to retain the original tastes and service to the best extent to ensure the harmony of flavors.. Restaurant Service. 立. 政治大. As mentioned above, Viet Village welcomes customers every day (except for Sundays and. ‧ 國. 學. some public days as regulated by local laws). However, unlike other restaurants who offer a. ‧. fixed menu for customers, Viet Village will launch two types of menus, including standard. sit. y. Nat. menu (serving normal days) and one-course menu (serving Tuesdays only). This serving. io. al. n. unexpected events or surprises at the same time.. Ch. engchi. er. model can serve the customers preferring ordinary schedule and offerings and those who like. i Un. v. Hence, the standard menu displays all the offerings at Viet Village, including main courses side dishes, dessert and, drinks (homemade drinks come first, the standard drinks later). And, the thing making standard menu become different from other restaurant is that we will everyday offer a Secret Deal (including one main course and one drink/ day), which the customers do not know what they will be served if placing order for this course. The Secret Deal is to increase the ordinary customers’ curiosity about the food and also facilitate their ordering process because some of them take quite a lot of time on the menu without knowing what to choose and, this deal also provides Viet Village a chance to introduce more special. 37 DOI:10.6814/NCCU202000501.

(46) food of Vietnam to her customers. During the serving of secret deal, Viet Village will take note of all feedbacks from customers to clarify if the food being offered is attractive enough to be promoted in the official offerings or not. If yes, that deal will be noted and further considered to replace one of the least-ordered dishes in the official menu. This strategy keeps the restaurant’s offerings always be updated with the consumers’ behaviors and, the information on Secret Deal will be well designed and placed at Spot No. 4 (top of second page) on the menu template.. 政治大. In terms of the One-Course Menu for Tuesdays, it means, Viet Village offers only one option. 立. of food and drink (served as a combo) for customers on Tuesday every week. This sale policy. ‧ 國. 學. is made based on the fact that the customer flow of restaurants industry hit the lowest rate on every Monday and Tuesday as compared to other days of the week. According to The Slowest. ‧. Restaurant Days of The Year and How to Turn Them Around 9, “[m]ost studies and reports. y. Nat. io. sit. from other restaurant owners say that the slowest restaurant days are Mondays and. n. al. er. Tuesdays. The social suggestion is, then, that most people are feeling too tired and are. Ch. i Un. v. suffering from post-weekend blues to consider going out to eat on Monday and Tuesday. engchi. nights”. However, Viet Village will take it as an opportunity to differentiate business by offering only one option for Tuesday with the foundation of creating one delicate food and sell it out (Mondays are not chosen because Taiwanese people have a tendency of home cooking on Sunday and, they usually have a feast with quite a lot of leftover food, which become their lunchboxes for Mondays). This strategy will enable the chef and his/her assistants to focus on delivering only one food, which makes them become more focused on. 9. The Slowest Restaurant Days of The Year and How to Turn Them Around by Shoes for Crews Europe, published on March 15, 2018. 38 DOI:10.6814/NCCU202000501.