In this report, Group 3 will examine Haidilao''''s service model in Vietnam in this research including The situation of Haidilao services such as the context of the F&B market in Vietnam, S
Executive summary
Haidilao is a famous hot pot brand from China In this report, Group 3 will examine Haidilao's service model in Vietnam in this research including The situation of Haidilao services such as the context of the F&B market in Vietnam, SWOT analysis, and PESTLE analysis In addition, our group also researched Haidilao's consumers using primary research to draw out key insights, challenges, and problems that Haidilao is facing Analyzing and evaluating the 7PS strategy is also a very important step using the service flower model And finally, there are proposals made for Haidilao.
Service organization’s Introduction
Logo
The letter “HI” on Haidilao's logo stands for “Hai Di Lao” which is the name of the brand The word “HI” also symbolizes a warm welcome to diners every time they come to dine and leave with gratitude from the heart even though the food is not to their taste.
Brand History
Haidilao brand was established in 1994 in Jianyang city, Sichuan province With its father, Mr Truong Dung, serving directly across major provinces, integrating the characteristics of hot pot from all over the world.
In 1999 the restaurant network expanded from Sichuan province to Xi'an, Shanxi.
In 2002 the restaurant opened in Zhengzhou, Henan province.
In 2004, opened a restaurant in Beijing.
In 2006, he opened a restaurant in Shanghai.
2012 marked Haidilao's global expansion with its first foreign restaurant opening in Clarke Quay, Singapore.
In 2013, opening a restaurant in Los Angeles, USA, marked Haidilao's entry into the US market.
In 2014, Haidilao restaurant in Seoul, Korea was opened, marking its entry into the Korean market.
In 2015, the restaurant opened in Japan.
In 2017, Haidilao Restaurant opened in Hong Kong, China.
In 2019, Haidilao continued to develop its global restaurant network mainly in Asian, European, American and Australian markets.
With more than 20 years of development, Haidilao International Holding Ltd (Limited company) has become a world-famous food service provider As of June 30,
2020, Haidilao has opened 935 restaurant chains in China, Singapore, US, Korea, Japan, Canada, UK, Malaysia, Vietnam, Indonesia and Australia There are currently
14 Haidilao hot pot restaurants in Vietnam as of now.
Over the years, Haidilao has overcome the challenges of the market as well as customers and has successfully built a quality hot pot brand, creating its own reputation Haidilao combines hot pot specialties from many places in China As a large-scale chain food service enterprise with operations worldwide, Haidilao adheres to business integrity The company places the highest priority on continuously improving the quality and safety of food products, providing more attentive services to customers while providing healthier, safer and more nutritious.
Mission
Haidilao is dedicated to providing an enjoyable and healthy hot pot experience to global customers Their mission is to spread the culture of hot pot while adhering to the principles of integrity Through their extensive network of restaurants, Haidilao strives to deliver exceptional service and enhance food quality by incorporating healthier and more nutritious ingredients Their unwavering commitment to safety and stability ensures that every dining experience meets the highest standards of excellence.
Brand vision: Communication is a must to build trust between people and Chinese Hot Pot is a perfect choice to enhance social networking at the dining table Haidilao is committed to encouraging more people to talk to each other and enjoy food at the table, while creating a type of table culture that is popular with young people around the world.
Characteristic service: Taking customer experience as the top priority, Haidilao always provides innovative and pleasant services to customers All the personalized
4 services provided by Haidilao's restaurants originate from the creative ideas of the staff These warm and personalized services turn every meal into one.
Products
Haidilao's main product is hot pot, with many different types of hot pot sauces and dips In addition, Haidilao also provides side dishes such as salads, noodles, rice, etc. Hot pot: Hot pot is Haidilao's main product Haidilao has many different types of hotpot, including spicy oil hotpot, Thai hotpot, bone hotpot, sour cabbage hotpot, herbal hotpot and mushroom hotpot.
Dips: Haidilao offers a variety of dips, including beef, pork, chicken, seafood, vegetables, and more Haidilao is famous for its Haidilao beef, marinated and thinly sliced according to Cantonese flavors.
Side dishes: In addition to hot pot and dip, Haidilao also offers side dishes such as salad, noodles, rice, etc Haidilao is famous for its free side dishes, such as egg noodles, rice, vegetables, and more.
Achievements
2008: Haidilao was awarded the title of "Chinese Famous Hot Pot" by CCA.
2011: Haidilao ranked 20th in the CCA list of "China's top 100 food service enterprises in 2010".
2011: The “Haidilao” brand was certified as a “National Famous Brand” by the Trademark Office of the State Administration of Industry and Commerce.
2017: Haidilao welcomed more than 100 million customers and signed contracts with nearly 20 foreign restaurants
Service Organization’s Situation Analysis
Business/company Context
In 2019, Vietnam is in the top 10 most attractive destinations in Asia when talking about F&B, according to IBM's assessment In 2020, despite the Covid-
19 pandemic, Vietnam's total revenue of food and beverage products reached 975.867 billion USD, an increase of 3.8% over the same period and accounting for 15.8% of total GDP.
According to market research company BMI, Vietnam has become one of the most attractive F&B markets globally According to statistics, the F&B industry has contributed 15.8% to the total national GDP (2021) Total spending on food and beverages accounts for the highest proportion at about 35% of spending.
Vietnam's F&B industry is rebounding strongly post-pandemic, with revenues expected to surge by 139% to 610 trillion VND in 2022 The eating out segment is driving this growth, with revenues nearing pre-pandemic levels at 333.69 trillion VND.
SWOT Analysis
Haidilao is known for its high-quality hotpot dining experience and exceptional customer service It has built a strong and positive brand reputation, both in China and internationally.
Haidilao serves 6 typical hotpots including: Thai hotpot, spicy oil hotpot, bone hotpot, mushroom hotpot, sour cabbage hotpot and herbal hotpot Among them is the spicy oil hotpot that shows the typical flavor of Haidilao with a strong, spicy flavor of Sichuan.
Renowned for its distinctive flavors, Haidilao offers a remarkable dipping experience with its Haidilao beef, meticulously marinated and thinly sliced in accordance with Cantonese culinary traditions The restaurant's menu boasts an extraordinary culinary journey, spanning a diverse range of high-quality meats, fresh vegetables, and exotic mushrooms, ensuring an exquisite dining experience that caters to every palate.
Besides satisfying the sense of smell and taste, the eyesight is also completely expanded with unique noodle dancing performances, which can also be considered a highlight, making diners unable to rest their eyes.
To enhance the dining experience, Haidilao designates a separate sauce counter, providing ample space for patrons to craft their ideal dipping sauce This autonomy extends beyond pre-defined recipes, empowering diners to unleash their creativity and design their own unique flavors Haidilao's attentive staff stands ready to assist with support and guidance throughout the sauce-making process.
In Vietnam, Haidilao currently has 14 facilities, concentrated in two major cities:
Ho Chi Minh and Hanoi Haidilao has chosen the premises extremely carefully.
=> It can be seen that most of Haidilao's restaurants are located in shopping centers or luxury buildings in the central area This once again clarifies Haidilao's positioning in the market.
Haidilao always puts customer experience first, so when customers encounter any problems, or even when customers have no need, the staff provides support beyond expectations.
With a model, the more it is replicated, the more holes will appear However, looking at how Haidilao's team trains and builds regimes for employees, we will see why they are so willing to devote themselves to serving God This is evidenced in the fact that Haidilao has a human resources organization with an employee turnover rate of 10%, while the management turnover rate here is 0%
To ensure seamless system operation from the outset, thorough staff training is paramount Clear policies and comprehensive training empower employees to contribute effectively and deliver exceptional customer service This preparedness fosters a positive work environment and optimizes customer satisfaction, setting the foundation for sustained operational success.
At Haidilao, there are support areas to help make the customer experience more complete such as the customer waiting area, nail salon area, and children's play area.
Founder of Haidilao shared: "I am a country person and my opinion is that if you receive money without taking care of it, it is no different than a scam." They are aware that if diners' waiting time is too long, it will unintentionally affect the customer experience There's nothing worse than a hungry person having to wait. This company has arranged a waiting area with a standard and comfortable number of tables and chairs, along with a beauty area for women They can absolutely have a snack while waiting or fold stars, fold cranes,
The company also invested in children's play areas to ensure that parents can still eat in peace while their children can play in the children's area.
Haidilao's staff is fully equipped from headsets to handheld devices, supporting operations and ensuring all arising issues are handled promptly Besides, at each table, customers will be able to order food according to their needs.
System staff will guide and assist customers during the dining process However, for this system to operate and replicate to many facilities, in addition to investing in equipment, it is also a process of observing, learning and understanding its own customers.
Business expansion speed is too fast:
Since 2016, Haidilao has expanded rapidly from 100 stores to more than 1,000 stores worldwide This has led to a number of problems, including: Inappropriate store locations, lack of management staff, failure to build corporate culture, and
Personalized service, entertainment, and extensive menu options can lead to high operating costs This may limit profits in some markets.
Dependence on the Chinese market:
Although Haidilao has expanded globally, its main source of revenue still comes from the Chinese market, making the company vulnerable to economic and regulatory changes in China.
The hot pot market is increasingly competitive, with the emergence of new brands from China and other countries such as Manwah, Hutong, and Hotpot Story This may make it difficult for Haidilao to maintain market share and competitive advantage.
It can be seen that the F&B business potential in Vietnam is extremely huge The clearest evidence is that more and more restaurants and eateries are opening, meeting the large dining needs of customers.
The country's population between the ages of 16 and 30 currently accounts for about 25% of the country's total population With a large young population, resources to develop and bring creativity to Vietnam's F&B industry are extremely abundant Young people's need to eat at restaurants is constantly increasing, especially in big cities Reality shows that young people in our country are always willing to spend large amounts of money on food and beverage services This is also considered the leading target group of food and beverage business locations.
As a world-famous hot pot brand, Haidilao has the opportunity to expand more branches in Vietnam.
With many health risks today, consumers in our country are gradually moving towards using more healthy products Customers are willing to spend more to be assured about the quality of the food and drinks they use Haidilao is always confident with the quality of its food so it can completely meet the needs of today's users.
Competitor Analysis
Haidilao's main competitors in the Vietnamese market:
Manwah: Manwah is another famous Chinese hot pot restaurant chain, with more than 1,000 stores nationwide Manwah competes with Haidilao in terms of food quality, customer service and price The difference in price is that Manwah is cheaper and has a free offer for children under 1m and a 40% discount for children from 1m3 to 1m5 Waiting time to get to the table is shorter than Haidilao However, Manwah's service is not highly appreciated and the quality of the food is uneven.
Hutong: Hutong is a high-end Chinese hot pot restaurant chain, with more than
Hutong, a formidable competitor to Haidilao, boasts a nationwide presence with 200 stores Despite its higher price point compared to Haidilao, Hutong maintains comparable culinary standards and an immersive dining experience Like its rival, Hutong offers enticing price incentives and adheres to a table waitlist system The quality of its dishes is on par with Haidilao's renowned high-class offerings, ensuring a memorable gastronomic journey for its patrons.
Hotpot Story: Hotpot Story is a famous Korean hot pot restaurant chain, with more than 50 stores worldwide Hotpot Story competes with Haidilao in terms of price and culinary experience.
=> These hot pot brands do not have the culinary experience and service quality of Haidilao.
PESTLE analysis
Political: Political factors do not affect Haidilao's business development activities too much Although originating from China, Haidilao has not been involved in any political dramas like other brands of the same origin like Mixue In Vietnam, the advantage is high political stability, no coups or riots, so it attracts many investors to Haidilao.
Economic: Economic fluctuations can affect consumer spending habits In a strong economy, consumers may be more inclined to experience dining out, while in a recession they may cut back on discretionary spending As Haidilao expands internationally, fluctuations in exchange rates may affect the cost of imported raw materials and the conversion of currency into international earnings.
Sociocultural: Being a hot pot restaurant but with quite high prices, Haidilao targets high-class customers Social factors influence Haidilao at many different levels and need to be considered carefully Haidilao also needs to adapt its menu and service style to cater to local cultural preferences in different countries Changes in social trends, including preferences for online ordering or food delivery, could affect Haidilao's business model.
Technological: In Vietnam, while many food companies link with online delivery applications to increase revenue, it seems that this path is not paid attention to by Haidilao The nature of Haidilao's business does not allow this brand to convert to food delivery At Haidilao, dine-in services are the strength The unique experiences at Haidilao restaurant as mentioned will be completely useless if "on the app" Selling takeout food or combining it with invisible food delivery apps will be taking away your competitive advantage.
Legal: Haidilao must comply with food safety and health regulations set forth by governments in the countries where the company operates Changes in these regulations may affect a company's operations and costs Haidilao is famous for its customer-centric service, so it is necessary to comply with labor laws and regulations related to employee benefits and working conditions.
Environment: Environmental factors are important in Haidilao's operations because it directly affects consumers' health Consumers today have increased awareness of environmental issues and a preference for sustainable and locally sourced ingredients Haidilao's sustainability efforts may be in line with this trend However, problems such as epidemics or unreliable food supplies could have a strong negative impact on Haidilao.
Consumer Research
Primary Research of the consumer and customer profile
4.1.1 Primary Research of the consumer
Primary research involves original data collection through methods like surveys, interviews, and observations By combining primary and secondary sources, researchers can create comprehensive and well-supported studies that contribute to their respective fields of knowledge.
We obtained 10 responses after conducting a live survey.
Name Age Occupation Experience Haidilao
Nguyễn Thị Dung 39 University lecturer Already experienced
Phương Linh 20 Student Already experienced Đoàn Thị Thanh
Hương 42 University lecturer Already experienced
Trần Vi Anh 35 University lecturer Already experienced Trần Ngọc Chi 20 Student Already experienced
Lê Xuân An 20 Student Already experienced Nguyễn Thế Phú 20 Student Already experienced Nguyễn Tuấn Anh 20 Student Already experienced Trần Minh An 18 Student Already experienced
Hoàng Ngân 28 Office staff Already experienced In-depth interview:
Having used many Chinese services, I found
The food is not delicious, because she
Make the taste more suitable for the person working
Haidilao's service to be very professional and dedicated always make her satisfied, there is no feeling of waiting uses a lot of Chinese food, so the food rating is only 4 points
Linh Good service, special offers while waiting like nail polish, private waiting room
The service style is very good, leaving a very good impression on me.
Food quality feels not fresh Improve food to make it fresher Đoàn
Very good impression of the first experience of waiting for food and having my nails painted or watching noodles dancing, teaching me how to make my own dipping sauce
The food quality is good, the price is reasonable, and the service is professional and novel
Too crowded, even if you order a long time ago, it still tastes crowded Should bring more Vietnamese culture.
Service quality is uneven, leading to a poor service experience Should bring more Vietnamese culture
Anh My experience with each
TimeCity disappointed her because she ordered all the food without
Opening hours are late, very reasonable after going out late at night to have a place to rest and eat.
Service facilities are very different.
Some have fast and enthusiastic service staff, but some have very slow service.
Ensure uniform facilities have good service quality to provide a better service experience.
Haidilao is very convenient for gathering with friends and colleagues In addition,
Haidilao has a children's play area, so eating out will be more comfortable even if you bring small children The children's entertainment service is very good, the staff always helps me take care of my little one.
Enthusiastic staff, good food in that price range and such service experiences
You will have to wait a bit if you don't book a table in advance, especially on weekends.
The first time I went to Haidilao was to follow the trend, and the service quality was good, so I wanted to go again next time
Eating while getting your nails done is one of my favorite experiences as well as suitable for the needs of women.
Food quality is not commensurate with the price.
The food is not delicious and does not suit Vietnamese tastes.
Food discounts. Food can be made tastier and fresher.
Take care staff are enthusiastic and attentive.
Spacious and airy Located in the Trade
The dish is not guaranteed, even the meat
Need to improve the quality of fresh food.
Haidilao has a fairly high price, suitable for the income of people in big cities Therefore, it is quite reasonable to locate Haidilao stores in commercial centers of big cities At the same time, using indirect distribution channels also helps Haidilao reach more customers.
Includes activities that help increase sales, make customers recognize the brand as quickly as possible, and lead to action, through forms such as: Advertising, PR, Personal communications, Promotions/events, and WOM
Marketing Communications Planning: The ‘5 Ws’ Model
Who is our target audience?
People who want to experience new cuisine - Chinese hot pot cuisine Families and individuals who want a unique culinary experience Specifically, Haidilao wants to reach residents in big cities in Vietnam aged 18-45, focusing on those who like to try new dishes and want to experience new hot pot service.
What do we need to communicate and achieve?
Haidilao's distinct offerings set it apart in the culinary landscape Its authentic Chinese hot pot experience tantalizes taste buds with premium ingredients Beyond the exceptional cuisine, Haidilao's unparalleled customer service elevates the dining experience From the mesmerizing "dancing noodle" preparation to the personalized dipping sauce creation, every touchpoint reinforces Haidilao's commitment to an unforgettable and engaging culinary journey Its offerings extend beyond dining, as evidenced by the complimentary nail services, further exemplifying the restaurant's dedication to providing a holistic and memorable experience.
Goal: increase revenue and enhance brand awareness in the region.
How should we communicate this? To communicate effectively, Haidilao will use a combination of marketing channels: social media through regular posts on social media platforms such as Facebook, TikTok, And email marketing, collaboration with KOLs, KOCs, and other channels.
Where should we communicate this?
Communicate both offline and online: Offline at Haidilao restaurant branches and online through social media.
When do communications need to take place?
There will be a specific schedule with specific campaign methods.
Monthly social media posts and emails.
The loyalty program will run year-round.
Special promotions and campaigns coincide with holidays and change seasonally…
Insight: Haidilao clearly understands the needs of its target customers, not only simply coming to Haidilao to enjoy the taste or quality of the food, but also the restaurant space, especially the service that makes them feel comfortable truly a
"god" Haidilao helps customers satisfy all 5 senses: taste, touch, smell, sight, and hearing.
Communication channels: social networking platforms Facebook, Instagram, TikTok, and YouTube.
Content: Post videos about real activities that take place when customers come to experience at the restaurant: dancing noodles, mixing dipping sauce, Use content, and visual design to interact with customers during holidays, Tet or to introduce new products.
About design: Haidilao designs its advertising posts quite simply As can be seen, all posts have Haidilao's identifying logo with just the word "Hi" enclosed in a circle and the words "Haidilao hot pot restaurant", along with typical Haidilao characters Colors will revolve around red and white tones. About the message: Haidilao creates many slogans, and mantras that cause
"storms" on social networks However, almost all the messages posted on restaurant channels do not bear Haidilao's mark so when they arrive, people will immediately think of Haidilao Haidilao mainly creates messages to adapt to each occasion Example : Quốc Khánh : " Mừng ngày độc lập 02/09
- Cùng HAIDILAO tụ tập " or Tết Nguyên Tiêu : " Vui Tết Nguyên Tiêu - Đoàn viên sum vầy"
Media channels: Youtube, Tiktok, Facebook
Goal: Gain trust and show customers satisfaction when Haidilao serves them. Method: "Word of Mouth" This is the main way in Haidilao's PR strategy They book KOLs and KOCs to carry out PR for this brand.
Haidilao's clever marketing strategy utilizes the influence of Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs) to create engaging video content These videos document the exceptional dining experience at Haidilao, showcasing the warm hospitality from the staff, the unique process of crafting the perfect dipping sauce, and the overall ambiance of the establishment This user-generated content generates significant buzz and online visibility for Haidilao, resulting in viral exposure without the need for substantial advertising expenditure.
=> Haidilao creates trends, not follows trends: Haidilao was very smart to encourage its employees to be creative by rewarding employees who have creative suggestions for the restaurant Ideas such as giving away phone cases, creating heart shapes with Haidilao staff, were all thought up by the staff here and became viral on social networking sites and were promoted by customers or KOLs KOCs.
Analysis and Evaluation of Current 7Ps Marketing Strategy
Promotion Strategy
Includes activities that help increase sales, make customers recognize the brand as quickly as possible, and lead to action, through forms such as: Advertising, PR, Personal communications, Promotions/events, and WOM
Marketing Communications Planning: The ‘5 Ws’ Model
Who is our target audience?
People who want to experience new cuisine - Chinese hot pot cuisine Families and individuals who want a unique culinary experience Specifically, Haidilao wants to reach residents in big cities in Vietnam aged 18-45, focusing on those who like to try new dishes and want to experience new hot pot service.
What do we need to communicate and achieve?
Haidilao distinguishes itself through its immersive Chinese hot pot experience Customers savor authentic, premium ingredients while indulging in unparalleled customer service Highlights include mesmerizing "dancing noodles," the opportunity to customize dipping sauces, and the unexpected pampering of nail services By emphasizing these unique offerings, Haidilao effectively conveys the exceptional value it provides, further solidifying its position as a leader in the dining industry.
Goal: increase revenue and enhance brand awareness in the region.
How should we communicate this? To communicate effectively, Haidilao will use a combination of marketing channels: social media through regular posts on social media platforms such as Facebook, TikTok, And email marketing, collaboration with KOLs, KOCs, and other channels.
Where should we communicate this?
Communicate both offline and online: Offline at Haidilao restaurant branches and online through social media.
When do communications need to take place?
There will be a specific schedule with specific campaign methods.
Monthly social media posts and emails.
The loyalty program will run year-round.
Special promotions and campaigns coincide with holidays and change seasonally…
Haidilao's unwavering commitment to customer satisfaction stems from a profound understanding of their target audience's desires Guests are not solely drawn to the exceptional culinary delights but also to the restaurant's captivating ambiance and unwavering dedication to providing an impeccable service experience that ensures their utmost comfort This holistic approach has become synonymous with the Haidilao brand, setting it apart as a true industry leader.
"god" Haidilao helps customers satisfy all 5 senses: taste, touch, smell, sight, and hearing.
Communication channels: social networking platforms Facebook, Instagram, TikTok, and YouTube.
To effectively engage customers, consider creating videos showcasing authentic experiences encountered at your restaurant, such as the preparation of signature dishes like dancing noodles or the art of mixing dipping sauces Utilize captivating content and visually appealing designs to foster interaction with customers, especially during festive occasions like holidays or Tet, and when introducing new menu items This approach will entice potential patrons and establish a strong connection with your establishment.
About design: Haidilao designs its advertising posts quite simply As can be seen, all posts have Haidilao's identifying logo with just the word "Hi" enclosed in a circle and the words "Haidilao hot pot restaurant", along with typical Haidilao characters Colors will revolve around red and white tones. About the message: Haidilao creates many slogans, and mantras that cause
"storms" on social networks However, almost all the messages posted on restaurant channels do not bear Haidilao's mark so when they arrive, people will immediately think of Haidilao Haidilao mainly creates messages to adapt to each occasion Example : Quốc Khánh : " Mừng ngày độc lập 02/09
- Cùng HAIDILAO tụ tập " or Tết Nguyên Tiêu : " Vui Tết Nguyên Tiêu - Đoàn viên sum vầy"
Media channels: Youtube, Tiktok, Facebook
Goal: Gain trust and show customers satisfaction when Haidilao serves them. Method: "Word of Mouth" This is the main way in Haidilao's PR strategy They book KOLs and KOCs to carry out PR for this brand.
Content: KOLs and KOCs make videos about their journey to eating hot pot, clearly showing: How they were served by Haidilao when eating hot pot here How do staff welcome them? How to make Haidilao's hot pot dipping sauce, Haidilao automatically becomes "Viral" without needing to invest much money in product advertising.
=> Haidilao creates trends, not follows trends: Haidilao was very smart to encourage its employees to be creative by rewarding employees who have creative suggestions for the restaurant Ideas such as giving away phone cases, creating heart shapes with Haidilao staff, were all thought up by the staff here and became viral on social networking sites and were promoted by customers or KOLs KOCs.
By leveraging the power of incentivization, Haidilao fosters positive customer experiences Customers who use specific "magic spells" are rewarded with surprise gifts, creating a fun and engaging atmosphere Furthermore, to cater to solo diners or small groups (up to 3.5 people), Haidilao offers complimentary teddy bears, demonstrating the company's commitment to providing exceptional service and creating memorable dining experiences.
In addition, while waiting for a table, customers can arrange stars or paper cranes, and when they reach a certain number, they will receive a discount right on the bill Customers are also served free services such as manicures, birthday parties, homework help, etc These services have created trends across social networks.
Haidilao does not pay too much attention to promoting on Facebook as evidenced by the fact that posts are largely seasonal The posts do not have Haidilao slogans that when mentioned by viewers, they always remember the brand It is recommended that Haidilao should post posts with Haidilao characteristics, slogans that will create trends.
Physical evidence strategy
Haidilao creates friendly and warm service for customers Furthermore, staff are trained to be attentive, and interactive, and provide a quick experience for users at the restaurant, something unique and different from other service staff.
The first condition for the appearance of a Haidilao restaurant is that a place must have a large area, so most branches of Haidilao Vietnam are located in large commercial centers.
All Haidilao restaurants are divided into different areas: waiting area, nail salon, children's play area, and main area: family dining area, VIP room, line counter, dipping sauce-dessert In addition, there are extremely comfortable walkways (to push drink carts and customers or employees around).
The restaurant is designed in a traditional Chinese style combined with modern machinery, bringing a feeling of both luxury and sophistication Haidilao divides the restaurant into 2 hot pot areas: the VIP room and the common area
With VIP rooms optimized for private parties Step into the spacious room, filled with warm lights and fully equipped amenities
For the common area, the dining tables and chairs are wooden frames, and the chairs have soft cushions in gentle, elegant colors Each table has a partition, creating a private space for each customer to use.
Haidilao brand color identity: Cream-avocado green mixed with red and black
"details" or "border" designs, in some places, there will be large walls with a gray background tone and attached brand logo.
At a hot pot restaurant, the mixed smell of hot pot sauce, raw food, dipping sauce, is inevitable But thanks to the spacious open space and Haidilao's exhaust system, the smell also dissipates quickly, without causing discomfort to customers The partition between dining tables is also a factor that makes each customer's dining table only smell the aroma of their hot pot.
The entire space is equipped with yellow lights to create warmth and increase customers' impression of the dishes.
Haidilao doesn't seem to focus on sound so there isn't any sound/ sometimes there is very low music.
Main purpose: To let customers focus on chatting, eating and fully enjoying the moment with family, and friends on the hot pot table
Other goals: Haidilao has performances that attract customers' attention such as noodle dance or mask dance with music.
The Russell Model of Affect for Hai Di Lao
Russell's influence model is used to measure how people react to their environment Affect can be caused by sensations, perceptions, and cognitive processes of any degree of complexity For that reason, Haidilao always tries to aim for an exciting and pleasant end of the model This is ensured by the environment and staff always working conscientiously and serving customers at the maximum level.
Haidilao always strives towards pleasant environments leading to high customer approach behavior Because of being located in pleasant environments, positive effects such as feelings of enjoyment or satisfaction with the experience, can increase customer loyalty, they are likely to share their positive emotions with others others.
Process (Using the Service Blueprint)
Starts as soon as customers set foot at Haidilao restaurant Every Haidilao restaurant has a waiting room for customers Customers will have the option to register as a
30 member or log in as an existing member After logging in as a member, customers can access all information related to reservations, food orders, or restaurant menus. While waiting for your turn to sit, Haidilao has different areas to meet customers' different needs such as hand massage and nail services, indoor children's play area, or free fruit and vegetables snacks.
When customers are notified to come to the table, a staff member will warmly welcome them and lead them to the table A warm towel, apron, and fruit will be given to customers as soon as they take their seats Each table will have a receptionist who will always serve you wholeheartedly.
Customers will start choosing food through the table or can ask staff for assistance When dining, customers can experience Chinese culture through a face-changing dance performance or a noodle dance performance.
After customers finish eating, the staff will provide free dessert and fruit.
Customers will be asked how their experience and service was today.
Furthermore, after paying, they will receive additional gifts from Haidilao such as ready-made hot pot bags, ice cream, and snacks, etc.
With Haidilao's current success, it can be seen that Haidilao's current process is very suitable for businesses Always with the motto of putting customers first, every step in the customer service process is focused, it is difficult to find failing points in Haidilao's current process.
People
Looking at the overall picture of Haidilao's successful development, it is not difficult to realize that this business follows service employment called the “Cycle of Success” They have a long-term vision of financial performance and seek to prosper by investing in people to create “Circle Success” This success applies to both employees and customers Haidilao always puts customer experience first, so when customers encounter any problems, or even when customers have no need, the staff provides support beyond expectations.
Looking at how Haidilao's team trains and builds regimes for employees, we will see why they are so willing to devote themselves to serving customers Haidilao staff are well-trained and proficient with the service motto from A to Z They are trained in many behavioral scenarios and diverse situations when communicating with customers Haidilao's employee policies are extremely good and very clear in terms of promotion paths.
Deduct 3% of the store's profits to reward management levels at that store, attaching responsibility to the benefits that individuals receive so that they are more motivated to manage and operate.
Employee recognition programs should encompass various aspects of performance, including innovation, support, customer care, determination, and prioritizing customer satisfaction Rewarding employees for these attributes can foster a positive work environment and encourage continuous improvement Examples of appropriate rewards include amenities such as warm towels for face wiping, protective phone cases for staff handling food, dining aprons, and hair ties By acknowledging and rewarding employees' efforts, businesses can demonstrate appreciation and reinforce desired behaviors, contributing to a motivated and productive workforce.
Apply clear promotion policies and roadmaps for employees with long-term work experience, do not recruit managers, and ensure benefits for long-term employees with contributions who will be promoted worthy of reward One more thing to ensure that recruiting senior management does not lose
Policies on subsidized accommodation and education insurance for children as well as the entire family, so that employees can contribute with peace of mind and ease the burden of life.
Build a training center for staff, and provide professional and methodical training from the beginning.
=>This is evidenced by the fact that Haidilao has a human resources organization with an employee turnover rate of 10%, while the management turnover rate here is 0% To help an entire system be ready to operate, right from the stage of staff training, let them be ready to contribute and serve your customers with 100% enthusiasm with clear policies and thorough training.
Besides, what is the real problem that HR is facing? For them to be able to concentrate and make efforts, what additional factors do they need? Employees with a good mindset, good attitude, and diligence will certainly make your business results good Otherwise, even if you put a lot of effort into attracting customers, if the service attitude and quality are not good, then the story becomes meaningless.
Recommendations and Conclusion
In short, Haidilao, a Chinese hot pot restaurant chain, has had certain success in the Vietnamese market in particular, as well as the global market in general Haidilao's success is built on dedicated customer service and innovative thinking that makes a difference in the highly competitive F&B industry The company's unique service model, which includes entertainment and personalized experiences, has not only built a loyal customer base but also created a strong brand presence both in China and abroad internationally.
Haidilao's rapid expansion shows its ambition to become a global leader in the restaurant industry However, as the company continued to expand, it faced various challenges, including maintaining quality and consistency across multiple locations, adapting to different cultural preferences, and addressing address sustainability concerns.
But ultimately Haidilao's success will depend on the company's ability to adapt to market changes while maintaining the core values from the beginning.