Food & Hotel Vietnam is part of the Informa Markets Division of Informa PLC

This site is operated by a business or businesses owned by Informa PLC and all copyright resides with them. Informa PLC’s registered office is 5 Howick Place, London SW1P 1WG. Registered in England and Wales. Number 8860726

The new competition in the F&B industry: Customer experience strategy is the determination the success or failure


The competition to attract customers in the food and beverage (F&B) industry is increasingly fierce, in which the quality of food or price has not yet determined the possibility of success or failure, making big restaurant chains to focus on improving customer experience.

“The experience – Customer is the “King”

About 10 years ago, Vietnamese diners did not care about the customer experience but focused more on the taste of the dish. Even “bún mắng, cháo chửi” has become a “unique” point in the culinary culture of Vietnamese people.

However, in recent years things have changed. According to the diners, enjoying food is considered an experiential art, but the experience not only includes eating well but also having a good seat and the people eating together must also have matchable gout. Customer experience factors such as seating, restaurant layout, and service attitude also become indispensable content in food review articles.

It will not be unusual for experiences like eating hot pot on a conveyor belt at Kichi-Kichi; Free nail art in Haidilao; go to “clear glass” at Vuvuzela (the men’s toilet at Vuvuzela Trang Thi beer club is fitted with one-way glass inside to look out onto the street, creating an interesting experience for male-NV guests); see the tea dance at Manwah, or seeing first-hand the pizzas being put into the giant oven at the Pizza4P’s restaurant chain… has become the “delight” discussed by food reviewers actively after going out to eat.

It demonstrates the importance of customer experience in building a well-regarded and high-quality F&B brand.

Success comes from kindness and dedication

The Japanese have a concept of customer service called “Omotenashi”. This is considered the most complete and standard textbook on customer care. Omotenashi is a combination of two words “omo” and “nashi”, which means not paying too much attention to external appearance. In a nutshell, this concept implies devotion and hospitality.

According to Mr. Hoang Quoc Khanh, Operations Manager of Golden Gate Group, kindness and dedication are the guidelines for this business to embark on building a strategy to improve customer experience. This group has invested 6 months to interview and research customer portraits, thereby building a customer experience strategy based on its customer experience vision.

Sharing about how the group’s employees understood the concept of “Dedication and Kindness” to customers, Mr. Khanh said: “I remember a case where a pregnant female customer had a meal at a restaurant. Unfortunately, our restaurant staff had an upset stomach, and the restaurant staff immediately took the guest to the hospital. After the examination, the doctor concluded that this customer had pain due to intestinal spasms and irritation leading to nausea, not poisoning because the family of this customer ate the meal with no problem.”

“But at that point, we thought it was simply more important than figuring out whose responsibility it was, to act promptly to show kindness to the customer in trouble.”

Even the largest restaurant chain in Vietnam has gone further, establishing a “Customer Experience Committee”. This is where Golden Gate management decides on a purposeful experience journey with customers, rather than just solving guest problems to their satisfaction.

Golden Gate said, when they have not yet implemented a customer experience strategy, they already have a process to resolve customer complaints, called “Self-determination”. Accordingly, each employee at the restaurants in this restaurant chain has the right to resolve any customer dissatisfaction or detect customer dissatisfaction when using the service on a tiered basis.

Golden Gate Operations Director said: “This helps staff to immediately support customers without having to wait for an authorized person to review. It helps to improve service quality and reduce customer discomfort if a problem occurs.”

A female Italian restaurant manager in the Tay Ho area, Hanoi also said that because 90% of the guests coming to this restaurant to dine are foreigners, they are very focused on their experience. According to this female manager, delicious food only reaches 50% of Western guests’ satisfaction. For them to be satisfied, the restaurant needs to touch the hearts of customers through small things such as friendly staff, fluent communication in English, bringing the glass to the table, also gently and telling the customer.

“Service profession is both easy and difficult. If it’s professional and marketable, even if it’s a mistake, it’s easy for guests to imitate,” the manager said.

Digital transformation is key

Although it comes from the kindness and dedication of service providers, to be able to ensure the most consistent customer experience at each touch point on a large scale, it is impossible without the help of technology. . More than 400 restaurants belonging to 22 brands of Golden Gate Group are equipped with iPads instead of paper menus, allowing customers to directly order food. The use of 100% technology in ordering also allows customers to check the number of orders they have ordered, track the status of the order, ensure the highest transparency and eliminate the problem of missed orders. This order or single table takes precedence over other orders.

Not only in order, but the arrangement of orders in the kitchen also helps this restaurant system to optimize food preparation time. Each data on the time of food preparation, order, and food from the kitchen to the table is collected and analyzed to find the optimal solutions.

For the F&B industry, the “number one pain” of customers is food safety. Mr. Hoang Quoc Khanh of Golden Gate said that this business has strict regulations and a digital system for the stages of finding suppliers/evaluation/delivery – receipt – preservation of goods / preliminary processing – processing and servicing. Foodservice ensures uniform standards.

Mr. Khanh revealed: “We are implementing phase 1 of the campaign and regularly evaluate the completed results. Up to now, we have recorded a customer satisfaction level of 88% and aim to be even higher soon.”

Source: CafeBiz

Food & Hotel Vietnam 2022 promises to bring diverse experiences regarding the ecosystem of reputable suppliers and potential buyers in the Food & Beverage, Hotel & Resort, Restaurant, Bakery and Food Service industries. The exhibition is a platform to meet and connect, thereby extending endless business opportunities. Additionally, Food & Hotel Vietnam 2022 is also a fascinating playground for the chef and barista community with a series of programs and competitions such as Vietnam Culinary Challenge and Vietnam Barista Competition.

Food & Hotel Vietnam 2022
Exhibition date: 07 – 09 December 2022
Opening hours: 9:00 – 17:00 daily
Venue: Saigon Exhibition & Convention Center (SECC), District 7, Ho Chi Minh City, Vietnam
Contact information:
Tel: +84 28 3622 2588
Email: [email protected]
Share this post

Must Read


You may be interested in

Sustaining its leading position in the Vietnamese tourism industry, Ho Chi Minh City remains a top travel destination
The Ho Chi Minh City Tourism Department is the main organization driving the tourism industry,...
Advancing connectivity to elevate Phu Quoc into an exceptional international destination. 
The comprehensive master plan for Phu Quoc city, Kien Giang province, until 2040 defines the...
Vietnam and South Korea actively stimulate and exchange tourists
In 2023, during the Year of Korean Tourism, efforts will be made to enhance connections between...
Vietnam’s tourism industry demonstrates significant potential for expansion and advancement.
The Deputy Minister of Culture, Sports, and Tourism in Vietnam, Doan Van Viet, has acknowledged...
Visa advantage is “great news” for Vietnam tourism 
The Asia-Pacific Tourism Association (PATA) welcomes visa facilitation policies for international...
The hotel market in Ho Chi Minh City has recovered by more than 92%
According to Savills’ report, in the first half of 2023, Ho Chi Minh City welcomed the...
Vietnam welcomed over 1 million international visitors in July 2023.
July is the first month that the tourism industry welcomed over one million international visitors...
Vietnam businesses benefit from tourism recovery
HANOI: The strong recovery of tourism has helped businesses in the industry prosper. However,...
Nearly 5.6 million international visitors come to Vietnam in first half
Vietnam welcomed nearly 5.6 million international visitors in the first half of this year,...
Vietnam has 103 restaurants honored by the Michelin Guide.
Michelin Guide has honored 103 restaurants/food stalls, including 4 prestigious Michelin-starred...

Subscribe to Our eNewsletters