ESSAY PURPOSE AND TABLE OF CONTENTS Building a marketing plan for a service business is extremely important, specifically in this essay, the business we mention is Haidilao Hotpot.. A –
Overview of Haidilao
Haidilao is a hotpot restaurant chain established in 1994 in Jiayang City, Sichuan Province by
In 1999, Zhang Yong launched Haidilao's first store, specializing in hot pot cuisine Haidilao has since become one of the world's most renowned brands, featuring alongside the likes of Starbucks, McDonald's, KFC, Pizza Hut, and Burger King With a global presence spanning China, Singapore, USA, Korea, Japan, Canada, United Kingdom, Malaysia, Vietnam, Indonesia, and Australia, Haidilao boasts a vast network of 935 restaurant chains.
Brand Vision
Haidilao's brand vision is not just about becoming a premier culinary restaurant with traditional and innovative Chinese Hotpot, but also about creating unique and distinctive culinary experiences for customers across the globe Haidilao is not only a place to enjoy a meal, it also shows the intersection of Sino-Vietnamese culinary culture, and is also a place to create memories and memorable experiences
Creating a classy, warm and caring environment where every customer feels welcome and welcome is also one of Haidilao's visions Haidilao constantly strives to improve service quality and innovate in the menu, in order to meet the diverse and diverse needs of customers
Besides, Haidilao is also active in building a vibrant social community where people can enjoy delicious meals together and create memorable memories Haidilao is not only a restaurant, but also an interesting and memorable destination in people's lives.
Products
Haidilao's main product is hot pot, with various types of hot pot and dipping sauces In addition, Haidilao also offers side dishes such as salads, noodles, rice, The special feature of the product a Haidilao is that the soup is very rich Sichuan Hot pot: Hot pot is the main product of Haidilao
(father of Hadilao) printed on the cover of Forbes and
Haidilao's diverse hot pot offerings cater to various tastes, from spicy oil and Thai to bone, sour cabbage, herbal, and mushroom broth Crafted from pork, chicken, beef, and herbs, the broth boasts a distinctive flavor With an extensive menu featuring fresh meats, seafood, and vegetables, Haidilao accommodates dietary restrictions while delivering an unforgettable culinary experience that sets it apart.
Side dishes: In addition to hot pot and dipping sauce, Haidilao also offers side dishes such as salad, noodles, rice, Haidilao is famous for its free side dishes, such as egg noodles, rice, vegetables, Haidilao restaurant serves a variety of drinks, from beer, soft drinks, juices, bubble tea to wine The dessert is small but delicious, consisting of tea, fruit and 5-flavored Merino ice cream.
Haidilao brand in Vietnam
In Vietnam, Haidilao currently has 17 campuses with premises mainly in 3 big cities: Ho Chi Minh, Hanoi and Nha Trang Haidilao grilled hot pot is mostly located in commercial centers or luxury buildings in the central area Shows the position of this cult brand in the market Although originally from China, when introduced to Vietnam, the chefs of Haidilao Vietnam have made a delicate variation, combining Chinese Vietnamese flavors to create dishes that both retain the original – flavor and suit the taste of Vietnamese people
With urbanization on the rise, the demand for restaurant dining is soaring, particularly in metropolitan areas Vietnam's F&B market is a fiercely contested landscape, with numerous domestic and international brands vying for market share Notably, the popularity of hot pot restaurants is experiencing a resurgence in Vietnam, further fueling the demand for restaurant dining.
In 2022, the revenue scale of the F&B industry reached nearly VND 615 trillion, an increase of 139% Particularly, the food market recorded revenue of VND 333.69 trillion, recovering near the level before the outbreak of the Covid-19 pandemic The COVID-19 pandemic has negatively affected the F&B industry in general and Haidilao in particular However, Haidilao quickly adapted to the new situation
Figurrrrre 2:e 2:e 2:e 2:e 2: A Haidilao hot pot set taken by guests and Haidilao's vegetarian mushroom hotpot package
1) Primary consumer research: This study was conducted survey, the survey results can be found at: https://forms.gle/Ao5ArwUtqgLrGRRi9 a) Demographic factors:
Gender: according to the survey, the female gender accounts for 52.7%, the remaining gender is male with 47.3% Haidilao attracts customers of both genders, but looking at the chart we see that women seem to prefer Haidilao to men
Age: The age group from 18 to 25 accounted for 87.6%, followed by the age group from 25 to 35 accounting for 6% These 2 age groups are also the age groups that are most interested in Haidilao because the age group from 18 to 35 will be highly interactive and social, enjoy time with family, colleagues and friends
Work: 78.1% are students interested in Haidilao Next are those working in the service industry group accounting for 6.5% The rest are other industry groups
Figurrrrre 3:e 3:e 3:e 3:e 3: Chart showing GENDER via
Figurrrrre 4:e 4:e 4:e 4:e 4: Chart showing AGE via
Due to privacy concerns, 20.4% of the survey's income data has been concealed By dividing this percentage by four, it is possible to ascertain the income distribution among the three groups: those earning less than 2 million, those earning between 5 and 10 million, and those earning more than 10 million.
10 million account for a very high percentage This suggests that almost everyone has the ability to enjoy a meal at Haidilao b) Potential customers
Age group from 18 to 35: Mainly students, students and employees of industry groups The economy mainly comes from family allowances, part-time jobs and hard-wage jobs
Age group 35 and above: Mostly independent people with stable jobs and financial independence Based on personal experience with the brand:
OCCUPATION GROUP through the Google
The individual's experience with the brand is that customers already know the brand whether they have eaten it or not This is an important customer group because it is easy to create trust and credibility c) Characteristics of identifying potential customers:
Group 1 characteristics: Based on age group
Online Social Activity: The 18-35 age group is often a strong presence on social media platforms such as Instagram, Facebook, and TikTok They can share their culinary experience at Haidilao, post photos and videos of meals, contribute to the spread and development of word-of-mouth marketing for the brand
Seeking new experiences: they enjoy exploring and experiencing new things Haidilao offers a unique culinary experience with Hotpot hotpot and special dishes, matching their curiosity and enjoyment of new culinary experiences
Looking for social spaces: 18- to 35-year-olds often look for spaces to meet friends and family, and Haidilao provides a comfortable and enjoyable environment for them to enjoy their time together Haidilao's warm space and dedicated service make this age group feel comfortable and happy
FiguFiguFiguFiguFigurrrrre 7:e 7:e 7:e 7:e 7: More than 95% of people know Haidilao
Haidilao's menu caters to the diverse tastes of the 18-35 age group by offering a wide variety of ingredients and dishes This includes options ranging from meat, seafood, and vegetables to noodles, mushrooms, and specialty soups This menu flexibility reflects the diverse and changing tastes of this age group and is one of the factors that has contributed to Haidilao's popularity among young people.
Group 2 characteristics: Based on personal experience with brands (whether eaten or not):
We believe that, whether customers eat Haidilao or not, if customers know about Haidilao, this is also an opportunity to convince them to come and enjoy Haidilao The fact that they know Haidilao is a successful business at the beginning, so why not take the next steps to get customers to come to the restaurant to experience the real thing:
Regularly search for information about delicious hot pot restaurants: Haidilao's potential customers often refer to information on social networks, review websites, or ask relatives and friends
Tendency to make reservations before going to restaurants: Haidilao is often crowded, especially on weekends or holidays, so customers often make reservations in advance to avoid waiting
Willing to pay a high price for good food quality and service: Haidilao's potential customers are willing to pay a higher price for a good experience
Figurgurgurgurgure 8e 8e 8e 8e 8::::: Food safety and good service are important determinants of customers
Return to the restaurant often if you have a good experience: Haidilao has a high return rate due to satisfaction with the quality of food and service
2) Research on customer profiles: a) Customer segmentation:
Haidilao attracts a broad range of customer segments, from young people who love innovative food and unique culinary experiences to families who want an interactive and exciting meal This group of customers can include both lovers of traditional Chinese food and those who want to discover new flavors For Haidilao, understanding each of these segments is important to develop the right marketing and service strategy
Good average customers: This group of customers is the majority, has a stable income, ready to pay for a high-end dining experience
High-end customers: This group of customers has high income, strict requirements for service quality and often uses VIP services
Young people (18-35 years old): This group of customers is active, likes new experiences and often goes out to eat hot pot with friends
Family: This group of customers cares about the quality of food, cozy space and suitable service for children
FiguFiguFiguFiguFigurrrrre 9:e 9:e 9:e 9:e 9: Only 6 people out of 201 do not know Haidilao
Big cities: The demand for high-end dining in big cities is higher, Haidilao focuses on developing in this area
Tourist area: Haidilao attracts international tourists by its famous brand and attentive service b) Eating habits:
Haidilao customers often have eating habits that reflect diversity and creativity in taste They like to enjoy a variety of ingredients and dishes in a hot pot meal, from beef, pork, shrimp, to vegetables and mushrooms This eating habit reflects Haidilao's customers' creativity and enjoyment in discovering new flavors and creating unique culinary experiences
Frequency: Customers often go to eat hot pot, especially on weekends and Tet holidays Some customers use online ordering services or home delivery
Haidilao is renowned for its delectable hot pot offerings, with a wide selection to cater to diverse palates From the fiery Sichuan Spicy Hot Pot to the nourishing Collagen Hot Pot and earthy Mushroom Hot Pot, diners are spoiled for choice The extensive selection of side dishes further enhances the dining experience, ensuring that every customer's culinary preferences are satisfied.
Service: Customers appreciate Haidilao's attentive and dedicated service Some outstanding services such as: free snacks, manicure, children's play area , c) Customer psychology:
Research on customer profiles
Haidilao attracts a broad range of customer segments, from young people who love innovative food and unique culinary experiences to families who want an interactive and exciting meal This group of customers can include both lovers of traditional Chinese food and those who want to discover new flavors For Haidilao, understanding each of these segments is important to develop the right marketing and service strategy
Good average customers: This group of customers is the majority, has a stable income, ready to pay for a high-end dining experience
High-end customers: This group of customers has high income, strict requirements for service quality and often uses VIP services
Young people (18-35 years old): This group of customers is active, likes new experiences and often goes out to eat hot pot with friends
Family: This group of customers cares about the quality of food, cozy space and suitable service for children
FiguFiguFiguFiguFigurrrrre 9:e 9:e 9:e 9:e 9: Only 6 people out of 201 do not know Haidilao
Big cities: The demand for high-end dining in big cities is higher, Haidilao focuses on developing in this area
Tourist area: Haidilao attracts international tourists by its famous brand and attentive service b) Eating habits:
Haidilao customers often have eating habits that reflect diversity and creativity in taste They like to enjoy a variety of ingredients and dishes in a hot pot meal, from beef, pork, shrimp, to vegetables and mushrooms This eating habit reflects Haidilao's customers' creativity and enjoyment in discovering new flavors and creating unique culinary experiences
Frequency: Customers often go to eat hot pot, especially on weekends and Tet holidays Some customers use online ordering services or home delivery
Food: Hot pot is the most popular dish in Haidilao Customers often choose a variety of hot pots such as Sichuan spicy hot pot, collagen hot pot, mushroom hot pot , The side dishes are diverse and rich, meeting the diverse needs of customers
Service: Customers appreciate Haidilao's attentive and dedicated service Some outstanding services such as: free snacks, manicure, children's play area , c) Customer psychology:
Haidilao customers often have a relaxed and excited mentality when coming to the restaurant The warm environment, luxurious décor and dedicated service of the staff help create a fun and comfortable space for customers They feel happy and relaxed while enjoying a meal with friends and family in Haidilao
Desire to be respected and cared for: Customers expect attentive, dedicated service and feel respect from employees
Looking for convenience: Customers prefer the convenience of booking, paying and using services at restaurants
Customers often share their experiences at Haidilao on social media and other communication channels d) Needs and preferences:
Meeting the diverse needs and preferences of customers is paramount for Haidilao's mission of creating a unique culinary experience Whether customers seek traditional Chinese cuisine or crave innovative dishes, Haidilao strives to fulfill their wishes This focus on customization ensures that each patron's experience aligns with their tastes and expectations, fostering a strong customer-centric approach.
Food quality: Haidilao customers care about the quality of the dish, especially the freshness of the ingredients
Premium service: Customers want to experience attentive, dedicated service and have good memories at the restaurant
Cozy space: Haidilao customers prefer a cozy, comfortable space so that they can enjoy meals with family and friends
Reasonable price: Customers are willing to pay for high-quality food and service, but still want reasonable prices
Identify Haidilao Hotpot's focus strategy
Haidilao Hotpot has gained a reputation for adopting a strategy of strong focus on customer service, especially in the culinary sector In the context of an increasingly competitive food service industry, Haidilao Hotpot has succeeded in building a solid brand image through its focus on providing excellent culinary experience and dedicated customer service
Haidilao's exceptional customer service sets it apart, surpassing industry expectations Complimentary amenities enhance the dining experience, including manicures and shoulder massages for relaxation Families are accommodated with a dedicated children's play area, complimentary tea and snacks during wait times, and free meals for young patrons The signature Noodle Show adds a playful touch to the dining experience.
Well-trained staff: Haidilao invests heavily in employee training so that they can provide the best service to their customers Employees are thoroughly trained in how to serve and interact with customers, as well as encouraged to develop themselves and contribute to the service improvement process
Efficient operation process: Haidilao applies methodical operating procedures to ensure consistent service quality at all branches Upgrade facilities and apply advanced technology to improve customer experience
Focus on customer experience: Haidilao Hotpot's focus strategy is not merely about providing delicious and varied dishes on the menu, but also about creating an exceptional culinary space and customer service experience as best as possible Haidilao is always looking for ways to improve customer experience by listening to feedback and launching new initiatives
Highly competitive food service industry: The food service industry is increasingly competitive, therefore, Haidilao needs to make a difference to attract and retain customers
Customer service is important: Good customer service can create customer satisfaction and engagement, helping them come back often and recommend restaurants to others
Haidilao has the potential to invest in services: Haidilao is a large company with ample financial resources, allowing them to invest in training employees, improving operating processes and developing new services
The service-focused strategy has helped Haidilao Hotpot become one of the most successful hot pot brands in the world Haidilao is a prime example of the importance of customer service in the food service industry
Besides, Haidilao also applies some elements of a market-focused strategy, such as:
High-end brand positioning: Haidilao targets the high-end customer segment, ready to pay for high-quality services
Market expansion: Haidilao is expanding its market to other countries around the world However, customer service remains the most important element of Haidilao's strategy.
Competitive positioning chart
FiguFiguFiguFiguFigurrrrre 10e 10e 10e 10e 10::::: Map of Haidilao's competitive position with rivals
Haidilao location: Haidilao is located in a premium location - premium service on a location map
Haidilao distinguishes itself as a premium hot pot brand with a higher price point than its competitors In contrast, casual hot pot restaurants cater to a broader consumer base with more affordable prices While Haidilao is known for its exceptional service, offering attentive and dedicated customer care, other hot pot establishments prioritize food quality while offering basic service levels.
⁃ Premium - premium service: Hutong, Manwah
⁃ Premium - basic service: Ashima, Hotpot Story
⁃ Low - Premium Service: Aka House, Kichi Kichi
⁃ Low - basic service: Osaka Conveyor Belt HotPot
Haidilao competes based on outstanding customer service and superior experience
⁃ Attentive and dedicated custom service
⁃ The demand for high-end servic experience is increasing
⁃ The hot pot market still has a lot o potential for development
Haidilao's success as a premium hot pot brand with exemplary customer service mandates continued efforts to elevate service standards, innovate its culinary offerings, and expand its global presence By focusing on these key aspects, Haidilao can maintain its competitive edge and ensure its position as a leader in the hot pot industry.
B – MARKETING MIX 4P BY HAIDILAO HOTPOT
Core Products
Haidilao offers a wide range of hot pot broths, varied with eight different types including Thai hot pot, sweet and sour hot pot, mushroom hotpot, tomato hotpot, bone hotpot, spicy oil hot pot and herbal hot pot This offers a wide selection for customers, from traditional hot pot dishes to special flavors and to suit local tastes
In the list of hotpot options of Haidilao, there are four classic varieties that are highly appreciated for their popularity and appeal, especially with Southeast Asian flavors, attracting a large number of consumers in
Vietnam: spicy hot pot, tomato hotpot, spicy and sour hot pot and bone stew hotpot with mushrooms One of the reasons is because the broth of these hot pots is designed to suit the taste of Vietnamese people, with a delicate combination of sour and spicy Among them, tomato sauce is one of the most popular choices, with a moderately sour and spicy taste, easy to eat and suitable for the majority of Vietnamese
Haidilao, renowned for its customer-centric approach, provides a culinary experience that caters to individual preferences Beyond its diverse selection of hot pot ingredients, which encompass meat, vegetables, and mushrooms, Haidilao offers a range of dipping sauces Customers are empowered to create their own unique sauces, optionally seeking guidance from the attentive staff, ensuring a personalized dining experience tailored to their tastes This flexibility allows diners to indulge in a customizable and satisfying hot pot meal that meets their specific culinary desires.
Additional services
Figurrrrre 11e 11e 11e 11e 11::::: There are more than 10 types of Haidilao hot pot broth
4-compartment pouch One of the restaurant's best- selling hot pot dishes
Haidilao not only focuses on products but also provides additional services to enhance customer experience
Updates Quickly by ordering using a tablet by using tablets inside the restaurant, Haidilao already : furnish v Quickly update information about prices, ingredients and menus This helps customers have a clear and detailed view of the products and services they are using Help them control and easily make choices of food rations to suit as well as according to the personal wishes of each customer
Convenient ordering: Haidilao offers many methods of ordering, including by phone of the branch you want to go to or the official Facebook page, Fanpage to help customers easily book tables in advance and avoid long waiting times
For payment convenience, Haidilao provides flexible payment options, catering to customer preferences Cash, credit cards, and mobile payment platforms like Momo e-wallet are accepted, offering a seamless payment experience Additionally, customers utilizing electronic payment methods are rewarded with exclusive offers from Haidilao.
Customer service: Professional and attentive service staff, always happy to assist customers in finding the right food and ensuring that all customers' needs are met in the best way
Figurrrrre 13e 13e 13e 13e 13::::: Ordering quickly and intuitively using a tablet
Safety and hygiene: Haidilao attaches great importance to ensuring safety and hygiene, from employees wearing masks and storing eating utensils in clean conditions, to providing services such as storing bags to protect customers' personal belongings
Special Customer Experience: Haidilao creates unique and unexpected customer experiences such as getting a manicure while waiting, making your own dipping sauce, or celebrating a surprise birthday, creating unforgettable memories for customers
As such, Haidilao not only focuses on providing quality products, but also focuses on providing a comprehensive customer experience and meeting all their needs through additional services and utilities
FiguFigurrrrre 14e 14e 14e 14e 14::::: Haidilao prepares a mask, hair tie, a towel, a paper to clean his glasses, and even an apron
FiguFiguFiguFiguFigurrrrre 15e 15e 15e 15e 15::::: In Haidilao, the customer is truly god
In managing the delivery of services through marketing channels, Haidilao HotPot has implemented a comprehensive strategy that includes both physical and online channels.
Direct (physical) distribution channel
Haidilao has built a direct distribution system across three major cities of Vietnam namely Hanoi,
Ho Chi Minh City and Nha Trang with 17 facilities and most of them are located in large commercial centers, right on the front, wide, beautiful, true to s brand positioning This gives Haidilao direct it access to customers and allows them to tailor their products to local needs and customs Besides, in person stores also play an important role in localizing product lines and enhancing brand value
1 Haidilao Vincom Pham Ngoc Thach No 2, VINCOM, Pham Ngoc Thach Ward, Trung –
2 Haidilao Vincom Nguyen Chi Thanh 54A Nguyen Chi Thanh Street, Lang Thuong, – Dong Da, Hanoi
3 Haidilao Tran Duy Hung Vincom Center 3rd Floor, 119 Tran Duy Hung Street, Trung – Hoa, Cau Giay, Hanoi
4 Haidilao Times City T5 Vincom Mega Mall, Times City Urban Area, Hai Ba Trung, – Hanoi
5 Haidilao Lotte Mall Tay Ho – 683 Đ Lac Long Quan, Phu Thuong, Tay Ho, Hanoi
6 Haidilao Vincom Ocean Park 1st Floor, Vincom Mega Mall Ocean Park, Gia Lam, – Hanoi
7 Haidilao Bitexco 2 Hai Trieu, Ben Nghe Ward, District 1, Ho Chi Minh City –
8 Haidilao Vincom Dong Khoi Vincom Dong Khoi Building, District 1, Le Thanh Ton –
9 Haidilao Crescent Mall 101 Ton Dat Tien, Tan Phu Ward, District 7, Ho Chi Minh City –
Figurrrrre 16e 16e 16e 16e 16::::: Haidilao's physical store at
10 Haidilao Landmark 81 The Park, 208 Nguyen Huu Canh Street, Vinhomes Tan Cang, – Binh Thanh, Ho Chi Minh City
11 Haidilao Hung Vuong Plaza 126 Hong Bang Street, Ward 12, District 5, Ho Chi Minh – City
12 Haidilao Estella 88 Song Hanh Street, An Phu Ward, District 2, Ho Chi Minh City –
13 Haidilao Giga Mall 242 Pham Van Dong Street, Thu Duc, Ho Chi Minh City –
14 Haidilao Vincom Go Vap 1st Floor, Vincom Shopping Mall No 12 Phan Van Tri, – – Ward 7, Go Vap District, Ho Chi Minh City
15 Haidilao Van Hanh Mall 4th Floor, Van Hanh Mall, 11 Su Van Hanh, Ward 12, District –
16 Haidilao NowZone No 235 Nguyen Van Cu Street, Nguyen Cu Trinh Ward, District 1, –
17 Haidilao Nha Trang 3rd Floor, Nha Trang Center Building 20 Tran Phu Street, Loc Tho, –Nha Trang
Indirect (online) distribution system
Social media channels play a pivotal role in Haidilao's online marketing strategy They facilitate direct customer engagement, enabling the brand to connect with its target audience, receive feedback, and address inquiries Moreover, these platforms serve as convenient ordering channels, enhancing the overall consumer experience by streamlining the ordering process and providing additional convenience.
Haidilao utilizes e-commerce as an indirect distribution channel through an online ordering system and social media marketing Strategic partnerships with prominent online retailers like Amazon, eBay, Otto, Kaufland, and regional merchants further enhance their online presence.
FiguFiguFiguFiguFigurrrrre 17e 17e 17e 17e 17::::: Haidilao Vietnam's official Facebook page
Haidilao also provides a hotline list of its restaurant chains through the https://haidilaovietnam.com/ website, so that when you need it, you can call the restaurant immediately This is one of the basic, as well as the most effective
By combining both of these distribution channels, Haidilao not only expands its reach but also enhances its reach to its target audience, while strengthening its brand position in the market
High-end branding: Haidilao wants to be perceived by customers as a high-end hot pot restaurant, providing the best service and experience
Attract potential customers: High prices will attract customers with decent average incomes or more, who are willing to pay for superior quality and service
Guaranteed profitability: Haidilao needs to ensure the price is high enough to offset operating costs and generate profits for the company
Haidilao uses a value-based pricing strategy This strategy is based on the value received by customers including:
Haidilao is famous for its fresh, varied and carefully processed ingredients They also create a good service experience, including dedicated service, courteous staff, and amenities such as games an entertainment while waiting
Haidilao restaurants often focus on creating an interactive culinary experience with customers Waiting to eat is exhausting and undesirable, so Haidilao in Vietnam offers services such as serving snacks and drinks to customers, for female customers will get free manicure
These experiences can create additional value and influence pricing decisions
Haidilao appears in major commercial centers of 2 bridgeheads of Hanoi and Ho Chi Minh City HCMC such as Bitexco, Vincom, operate with the motto: restaurants are destinations, not just casual places Prices are optionally adjustable on land cost operations and biological costs in local instruments
Visual and advertising strategies also play an important role in building brand value and generating demand for products and services
Haidilao can use pricing strategies to adjust prices over time, events, or seasons to optimize sales revenue
These factors can be properly integrated to create a comprehensive pricing strategy that reflects the true value Haidilao brings to customers
Instead of pouring a large budget into promotion to increase brand awareness like other big players in the F&B industry, Haidilao has a very unique path Diners come to experience Haidilao mostly because of acquaintances introduced or special advertisements on social networks
Website: Haidilao's official website provides full information about brands, menus, promotions, The website is beautifully designed, easy to use and has a Vietnamese versio n.
Social networks: Haidilao has Facebook, Instagram, Youtube fanpages with a large number of followers Haidilao regularly posts articles, photos, videos about dishes, services, and activities of the restaurant
Haidilao's mobile application offers a convenient customer experience, allowing for easy ordering, food customization, and online payment Additionally, the app provides valuable information such as menus, promotions, and store details, enhancing customer engagement and streamlining their dining experience.
Online advertising: Haidilao regularly runs ads on online media channels such as Google, Facebook, Youtube,
Signboards, advertising: Haidilao uses signboards and advertisements in prime locations to attract customers
Events: Haidilao regularly organizes events such as promotions, cooking seminars, to attract customers
Public Relations: Haidilao cooperates with the press and media to promote brands and products Trending:
Haidilao is also hot on social media platforms thanks to creating trends that make diners excited The series of trends come to Haidilao while eating and sleeping, making their own tofu rolls, making their own dumplings, mixed rice, cooking porridge making customers fascinated and flocked to Haidilao to perform Besides, meaningful advertising campaigns such as "Haidilao Where Love –Begins" have attracted the attention of many people Haidilao's communication messages help them build a prestigious, quality brand image and be loved by customers
Process of picking up guests, serving during and after meals
Upon arrival at Haidilao Hot Pot, customers are warmly welcomed by the attentive staff The restaurant employs a dedicated team of service personnel assigned to specific areas, allowing for the prompt assistance and guidance of guests from the moment they enter This comprehensive customer service approach ensures that all needs are seamlessly addressed without guests having to navigate the restaurant or resolve any issues independently.
It is one of the most famous restaurants Customers will sometimes have to wait But at Haidilao, waiting is not just about counting the time or clicking the phone, surfing facebook waiting for their turn and then entering, diners without a table will experience the interesting services of the restaurant Waiting customers will be provided with services such as back massage, shoe shining and manicure completely free of charge
The waitress will then take the customer to the table Each person will receive an apron, fruit and warm towel The restaurant offers customers typical Chinese hot pot dishes and a famous noodle dance served by professional chefs Diners can make a dipping sauce for themselves or they can ask the waitress to make it for them c) After eating
To enhance customer satisfaction, upon completion of their dining experience, diners are invited to participate in a quick service feedback survey As a token of appreciation for their time, customers receive complimentary gifts and snacks after completing payment This gesture fosters a positive dining environment, encouraging repeat visits and building a loyal customer base.
Figurrrrre 18e 18e 18e 18e 18::::: Haidilao's receptionist as a customer walks to the restaurant's door.
Blueprint Service Process
Figurrrrre 19e 19e 19e 19e 19::::: Haidilao's serving process as shown by the
Design service physical environment to bring better customer experience: Landscape layout, service space, color, physical equipment, staff uniforms, music
Landscape layout
With a well-known restaurant chain like Haidilao, leaving guests waiting is inevitable However, Haidilao hot pot restaurant has built a system of chairs and snack bars as well as other services (photo printing, nail making, shoe shining, ) for guests so that they are not uncomfortable Families with young children can also feel secure when coming here as this restaurant has a children's play area Do not be afraid to eat hot pot alone because there are lovely teddy bears sitting next to you
When coming to Haidilao, you will be enthusiastically welcomed by the staff, led to the table and take care during the service use To order, diners only need to use the provided ipad All the items you've ordered along with prices will be publicly displayed, making it easy to control your spending Haidilao hot pot also has a points-and-eat program, which you can use to change into dishes on your next visits.
Space and equipment
Haidilao is a restaurant attracted by modern, luxurious space, located in expensive locations such as commercial centers, luxury buildings All Haidilao restaurants in Vietnam are spacious and airy
With a focus on both luxury and comfort, Haidilao Hotpot boasts an elegant interior design It features a variety of seating options, including individual tables, group-friendly compartments, and private rooms These well-appointed spaces cater to the dining needs of individuals, families, and larger groups alike, offering both a polite dining environment and the privacy to savor the authentic flavors of the hot pot in comfort.
On special days or holidays, Tet, this restaurant also decorates according to different themes, bringing cute space and super beautiful check-in photos
Figurrrrre 20e 20e 20e 20e 20::::: The space and landscape of Haidilao restaurant are arranged very carefully
About employees
The dedicated staff, adorned in unique costumes, exemplifies professionalism and warmth Each table is attentively supervised by a designated server, who provides expert guidance on menu selections Guests can relax and savor their dining experience, as various services such as water refills and the preparation of hot pot dishes are seamlessly handled by the courteous and skilled team.
A special thing about Haidilao that cannot be found in other places is that the staff in Haidilao are very pampered with their customers, it must be said that they are very multi-talented and can do all the requirements of customers such as dancing, singing, dancing (hot trend dances on socia networks) In addition, they can babysit families with babies so that customers can comfortably eat and drink at Haidilao They also know how to do nails and always carefully prepare gifts for customers when coming to dine
Thanks to the good service attitude, the level of customer satisfaction for Haidilao is always high
If there is any problem, you will be satisfied by the restaurant.
About Haidilao Menu
(See full and detailed Haidilao Menu at: https://haidilaovietnam.com/menu-haidilao/)
The first thing when mentioning the Haidilao menu is 6 types of divine soup, including spicy oil hotpot, herb hotpot, mushroom hotpot, melon hotpot, bone hotpot, chopped hot pot and sweet and sour hot pot (tomato hotpot) Each broth is prepared according to an individual recipe that has undergone repeated testing If coming here for the first time, diners should choose 2-4 different types of hot pot that many people choose such as mala hot spicy soup sweet bone hot pot without spicy, sour Thai hot pot or tomato hot pot that is both sour and sweet
The hot pot dip on the Haidilao menu is extremely diverse from beef, seafood, vegetables, to mushrooms, Some hot pot dips you must try when visiting this restaurant include Haidilao beef, minced tiger shrimp, bacon, Australian snowflake beef, pork brains,
A point not to be missed when reviewing Haidilao hot pot is the free line with a variety of spices and desserts from ice cream, tea, fruits to other snacks such as bim bim Customer can freely create their own dipping sauce according to their preferences or make a dipping
FiguFigurrrrre 21e 21e 21e 21::::e 21: The staff is one of the most special signals when it comes to
Haidilao sauce according to the instructions of the staff with a variety of ingredients You can also ask the staff to make a sour, spicy, sweet dip according to your request
Besides, Haidilao also has some shortcomings that need to be overcome that should better meet the time to prepare dishes for customers Compared to the general level, the menu price on the haidilao side is also in the top price compared to competitors.
Employee uniforms
To achieve today's success, in addition to maintaining food hygiene and safety, providing quality service and delicious food, the fact that each employee in Haidilao wears a professional uniform also contributes a lot to this Each part of the restaurant has its own unique uniform, making it easy for customers to identify
Haidilao's receptionist wore a white shirt with a gray neckline, black trousers and sneakers On the left chest there is a sign of the employee's name They wear a gray waist apron, on the side with a convenient pocket for putting pen and paper, tablets to manage table reservations The special feature is that they wear a red banner bordered with gold with the words "Haidilao greetings to you"
Haidilao's clerk wore the same uniform, but no banner They wear masks to protect hygiene when interacting with customers The hair of female employees is neatly tied and a half-hat can be worn
Haidilao's waitress wears a black uniform with a striking neck design and pattern The pattern and neckline and sleeves use red as an accent They also wear black aprons, the length of which is moderately convenient to move
Haidilao's service staff, the most special thing is to provide free entertainment services such as manicure for female customers They wear shirts combined with red bibs and red skirts, wear white doll shoes, show professionalism and femininity, help customers feel most comfortable and relaxed
Haidilao's electronic menu with a variety of dishes and language selectability.
Music
As for the music in Haidilao, it is not very focused Because Haidilao wants customers to come to their services will enjoy a comfortable and cozy space But besides that, Haidilao also has some other items to satisfy customers when asked It's the Noodle Dance, an impressive entry by Haidilao
Haidilao's exceptional customer service is rooted in its strategic people management approach The company meticulously selects employees who possess a genuine passion for service Through comprehensive training and activation programs, Haidilao empowers its frontline staff to proactively anticipate and exceed customer expectations Moreover, the company recognizes and promotes employees who consistently demonstrate a commitment to delivering unparalleled service, fostering a culture of excellence and continuous improvement within its service organization.
Selection
Recruitment: Haidilao focuses on recruiting candidates who have a positive, enthusiastic attitude and are ready to serve customers The staff at Haidilao are highly skilled and well-trained, following the "service motto from A to Z" They are trained in a range of behavioral and contextual contexts related to consumer communication Haidilao's HR policies are excellent and quite transparent about the path to advancement
FiguFigurrrrre 23e 23e 23e 23e 23::::: Haidilao's basic attire (Receptionist, chef, waitress )
Training: Haidilao provides a well-trained program for employees on product knowledge, service skills and company culture The training courses are designed to help employees understand Haidilao's core values and how to provide the best service to customers
Evaluation: Haidilao regularly evaluates employees based on work performance and service attitude.
Activate the working environment
Create a positive working environment: Haidilao creates a happy and comfortable working environment and encourages employees to be creative in serving customers Haidilao builds an open working environment, encourages employees to be creative and propose new ideas The company values respect and care among employees, creating a sense of cohesion and mutual support Haidilao empowers employees to solve customer problems quickly and efficiently
Recognition and reward: Haidilao regularly recognizes and rewards employees who have excelled in customer service.
Promotion for frontline services
Development opportunities: Haidilao offers many development opportunities for employees such as promotion, learning and training
Haidilao's employee welfare programs provide competitive compensation, social insurance, and healthcare benefits These programs are designed to promote employee retention and motivation Furthermore, Haidilao implements a performance-based reward system that recognizes exceptional work and customer service, encouraging employees to strive for excellence.
Company culture: Haidilao builds a company culture that emphasizes teamwork and dedication to customers Timely reward employees with excellent performance Haidilao regularly organizes activities to honor and reward employees to encourage work ethic
Take 3% of the store's income and use it to reward the management team there This will make management and operations more motivated by placing accountability for the perks employees receive
Provide benefits to long-term workers whose contributions will be recognized for promotion, adopting clear policies and promotion pathways for those with extensive work experience One more thing to ensure Haidilao's fundamentals are not lost in the senior management selection process
Result: Haidilao's effective people management strategy has helped them build a team of dedicated, professional staff who are always ready to provide the best service to customers This is one of the important factors contributing to Haidilao's success in the restaurant service industry
Exceptional customer experiences and consistent communication are the cornerstones of success for businesses like Haidilao By fostering lasting relationships with customers, businesses can thrive in a highly competitive market Beyond offering quality products and services, it's essential to cultivate positive interactions and maintain open lines of communication with customers, ensuring their satisfaction and loyalty.
I – The reality will make customers satisfied: Strategies for customers to check kitchen cameras right at the table
Haidilao's implementation of kitchen cameras accessible to customers aligns with the proverb, "A hundred don't sound with the eye." This strategy showcases transparency and respect, fostering a sense of trust among customers By allowing them to witness the hygienic and safe food preparation process, Haidilao instills confidence in their customers, reinforcing their commitment to food safety and hygiene.
This not only enhances the brand's reputation, but also creates a trusting relationship between Haidilao and its customers Customers feel that they are respected and have the right to check the quality of service they receive This creates a sense of peace of mind and cohesion, which helps maintain long-term relationships with customers
The Haidilao brand in China has always received more than 20,000 reviews from the www.dianping.com to determine the level of satisfaction of consumers with the brand By offering unique products and services, the brand has encouraged customers to share their experiences o online platforms and by word of mouth
According to a Nielsen report, 92 percent of consumers trust word of mouth from people they know;
90 percent of consumers will read reviews before deciding whether or not to buy a brand; And 72 percent of consumers will continue to make purchases after reading positive reviews
III – Applying technology to the meal tasting process to increase customer experience:
Every Haidilao employee has a headset to connect, handle situations and solve problems quickly. Diners will make orders directly on tablets extremely convenient and modern when they order This not only helps create a safe environment for customers, but also creates a sense of trust and transparency
Haidilao uses an online booking system and mobile app that makes it easy for customers to book, track wait times, and receive notifications when it's their turn The intelligent queue management system helps customers not have to wait too long and can choose entertainment services while waiting
Haidilao uses tablets to order, making it easy for customers to choose dishes and keep track of bills.Diversified and convenient payment system helps customers pay quickly and save time
Haidilao sees and they know that the strategy of building customer relationships and maintaining loyalty is not only a mission but also an opportunity for their sustainable growth and success This requires attentiveness, dedication and willingness to listen from the business to understand and meet the actual needs of customers