Innovation and adaptability are the twin pillars of success in any agribusiness venture. A compelling example is the rapid expansion of Cơm thố Thiên Phúc, a rice bowl restaurant chain in Da Nang, led by entrepreneur Hoàng Văn Hào. His journey from struggling startup to thriving multi-branch enterprise offers lessons on menu innovation, targeted marketing, and strategic partnerships.
From Idea to Reality: Overcoming Initial Hurdles
Starting a food business in 2023, Hoàng Văn Hào envisioned bringing rice bowl dishes that captivated him in his travels across Vietnam. However, the first three months proved challenging, with the restaurant relying on friends and sporadic visitors. Efforts to increase visibility through social media advertising were initially ineffective, as organic reach and engagement were limited.
The turning point came when Hào partnered with Grab, a leading food delivery platform. This collaboration brought Cơm thố Thiên Phúc onto the digital marketplace, drawing a wider audience and boosting both in-store visits and online orders. The strategic move not only increased brand recognition but also enhanced operational efficiency.
The Power of Menu Diversification
To appeal to a diverse clientele, Hào introduced a menu with 12 unique rice bowl flavors. By utilizing clay pots for cooking, the dishes retained their heat and flavors, attracting positive feedback from both locals and international tourists. The variety, ranging from savory beef and chicken options to creative vegetarian bowls, catered to evolving consumer preferences, making the restaurant a popular choice on delivery platforms.
Moreover, taking advice from Grab, Hào curated value-for-money combos, responding to customer preferences and meal-sharing habits. Adapting to market needs was crucial, especially when competing in a saturated food sector.
Scaling Up with Strategic Marketing
The success story of Cơm thố Thiên Phúc underscores the importance of strategic marketing. High traffic from GrabFood, especially during lunch and dinner promotions, ensured a steady flow of orders. The restaurant’s participation in campaigns like “0đ Lunch” or “0đ Dinner” maximized visibility, often leading to queues of delivery drivers during peak hours.
The chain’s marketing efforts extended beyond Vietnam. Recognizing the increasing number of South Korean tourists, Hào invested in campaigns targeting this demographic. Collaborating with GrabFood and social media influencers in Korea, the restaurant gained exposure in international travel guides and food blogs, significantly boosting its profile among tourists.
The journey of Cơm thố Thiên Phúc from obscurity to a multi-location success is a testament to the impact of strategic planning and collaboration in agribusiness. For farmers, agronomists, and agricultural entrepreneurs, key takeaways include the importance of diversifying offerings, leveraging technology to reach new markets, and continuously engaging with consumers for feedback. As global and local market dynamics evolve, being adaptable and strategic can be a game-changer in the agricultural and food industries.
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