Creating a Business concept for a Vietnamese restaurant in the Metropolitan area : The Banh Mii House
Tran, Mai; Truong, Tam (2020)
Tran, Mai
Truong, Tam
2020
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202004296566
https://urn.fi/URN:NBN:fi:amk-202004296566
Tiivistelmä
The purpose of this thesis is to create a business concept in the Metropolitan area called “The Banh Mii House”. The Banh Mii House focuses on making and promoting Banh Mi, Vietnamese signature street food. Main customers are the citizens looking for a new cuisine to taste, either for lunch or for dinner. The thesis covers the background of banh mi and its variations in different regions, a theoretical background to how to create a simplified business concept and service design, and finally, the implementation stages of The Banh Mii House restaurant. The theoretical framework incorporates various sources, including published literature and online articles.
The research was conducted both in Finland and Vietnam in order to have different approaches and insights. In Finland, data were collected through an online questionnaire to receive the main idea of the decision making process when choosing a restaurant and what affects restaurant quality besides the food. Moreover, there are some insights of people’s eating-out behaviours. In Vietnam, a non-participant observation method was chosen and restaurants of various sizes were observed. The main purpose of this method is to observe how to run a real business such as the operations, products, customer range, decorations and menus, which are the practical aspects of the concept. Business Model Canvas and Service Design are the two main methods used in both the theoretical framework and implementation stage.
The key outcome of this thesis is a restaurant concept in the Metropolitan area, which serves symbolic Vietnamese banh mi. The restaurant would be set up as a fast casual eatery that offers a lunch buffet as well as an a la carte menu. The concept is formed based on the informative and practical research, which also provided information about the locals’ eating habits. The restaurant is believed to be suitable for different customer segments. Therefore, other aspects such as the customer journey map, menu, and especially the value propositions are all designed to fit and attract different customer ranges.
The research was conducted both in Finland and Vietnam in order to have different approaches and insights. In Finland, data were collected through an online questionnaire to receive the main idea of the decision making process when choosing a restaurant and what affects restaurant quality besides the food. Moreover, there are some insights of people’s eating-out behaviours. In Vietnam, a non-participant observation method was chosen and restaurants of various sizes were observed. The main purpose of this method is to observe how to run a real business such as the operations, products, customer range, decorations and menus, which are the practical aspects of the concept. Business Model Canvas and Service Design are the two main methods used in both the theoretical framework and implementation stage.
The key outcome of this thesis is a restaurant concept in the Metropolitan area, which serves symbolic Vietnamese banh mi. The restaurant would be set up as a fast casual eatery that offers a lunch buffet as well as an a la carte menu. The concept is formed based on the informative and practical research, which also provided information about the locals’ eating habits. The restaurant is believed to be suitable for different customer segments. Therefore, other aspects such as the customer journey map, menu, and especially the value propositions are all designed to fit and attract different customer ranges.