Marketing Management Group

Group Assignment Subject: Marketing Management
GROUP ASSIGNMENT
Subject: Marketing Management
IEMBA SBF.08
Group : 8.3
Intake : 8
Subject : Marketing Management
Lecture : Dr. Mai Anh
Members : Nguyễn Tường Nam
Phạm Thị Thanh Bình
Mai Đình Tâm
Trần Phương Anh
Lê Khánh Phương Hồng
Date of : 14/8/2022
completion
TOPIC: MARKETING SOLUTION FOR SUON MUON

RESTAURANT TO ENHANCE CUSTOMER SATISFACTION
TABLE OF CONTENTS
TABLE OF CONTENTS...................................................................................................2
TABLE OF FIGURE AND TABLE..................................................................................4
CHAPTER 1: OVERVIEW OF THE SUON MUOI RESTAURANT SYSTEM..............5
1.1. Information about company....................................................................................5
1.2. Brand positioning of Suon Muoi restaurant.............................................................5
1.3. Target customers of Suon Muoi restaurant..............................................................6
1.3.1. Demographic..............................................................................................6
1.3.2. Life style.....................................................................................................6
1.3.3. Mentality.....................................................................................................7
1.3.4. Behavior.....................................................................................................7
1.4. Positioning strategy..............................................................................................8
1.3.5. Deciding factors..........................................................................................8
1.5. Analysis of services of Suon Muoi according to the 7Ps model in Service
Marketing....................................................................................................................... 9
1.6. Marketing activities of Suon Muoi in the period of Covid....................................13
CHAPTER 2: RESEARCH OF THE BEHAVIOR OF BUYING RESTAURANT

SERVICES IN THE COVID PASSION..........................................................................16
2.1. Number of surveys................................................................................................16
2.2. Research objectives and questions........................................................................16
2.2.1. Target........................................................................................................16
2.2.2. Research question.....................................................................................16
2.3. Object and scope of the study................................................................................17
2.4. Research Methods.................................................................................................17

2.5. Data collection methods........................................................................................18
2.6. Data analysis method:...........................................................................................18
2.7. Research results on restaurant buying behavior in the period of Covid.................18
2.7.1. Describe the behavior of buying restaurant services in the period of Covid
18
2.7.2. Influence of Marketing Mix activities on restaurant service purchase

behavior and consumer satisfaction..........................................................................20
2.8. Research results on buying behavior and customer satisfaction of Suon Muoi in
the Covid period...........................................................................................................28
2.8.1. Behavior change and customer satisfaction of Suon Muoi during Covid..28
2.9. The influence of Marketing activities performed by Suon Muoi on service

purchase behavior and customer satisfaction when using services and products during
Covid............................................................................................................................ 33
CHAPTER 3: MARKETING SOLUTIONS FOR SUON MUOI TO INCREASE

REVENUE AND IMPROVE........................................................................................39
3.1. Product recommendations.....................................................................................39
3.2. Proposal on price and sale promotion program.....................................................40
3.3. Proposal on distribution channel...........................................................................42
3.4. Communication proposal......................................................................................43
3.5. Other suggestions..................................................................................................44
CONCLUSION................................................................................................................ 46
REFERENCES................................................................................................................47
APPENDIX...................................................................................................................... 49
TABLE OF FIGURE AND TABLE

Table 1.1. Information about Suon Muoi company............................................................5
Table 1.2. Analysis of services of Suon Muoi according to the 7Ps model in Service
Marketing........................................................................................................................... 9
Table 2.1. Reasons why customers don't choose to buy Suon Muoi service during Covid
......................................................................................................................................... 29
Table 2.2. Cross-analysis between the age variable and the use of services in the period of
Covid................................................................................................................................ 30
Table 2.3. Reasons why customers use Suon Muoi's services during Covid....................32
Table 2.4. Customers' feelings about the message of Suon Muoi during the Covid-19
epidemic........................................................................................................................... 35
Table 2.5. The method of purchase that customers choose when buying Suon Muoi at the
time of Covid...................................................................................................................37
Table 2.6. Survey on intention to continue using restaurant services after Covid 19.......38
Figure 1.1. Location map: low quality, high quality, low price, high price........................9
CHAPTER 1: OVERVIEW OF THE SUON MUOI

RESTAURANT SYSTEM
1.1. Information about company
Table 1.1. Information about Suon Muoi company
SUON MUOI RESTAURANT . CO., LTD COMPANY LIMITED)

Address House number 264 Hoang Van Thai, Khuong Trung Ward,
Thanh Xuan District, Hanoi City ( Find location )
Tax code 0109160957
DPs Dao Xuan Trinh
Operation day April 17, 2020
Business license 0109160957
Field Restaurants and mobile catering services
(Source: Mã số công ty (2022))
1.2. Brand positioning of Suon Muoi restaurant
Suon Muoi Restaurant is owned by the limited liability company Suon Muoi. As
the name suggests, the restaurant is a familiar BBQ ribs address for many Hanoians.
After 3 years of development, the restaurant has 2 locations at 264 Hoang Van Thai and
Times City urban area with more than one million meals served to diners.
 Mission
Suon Muoi wishes to build an image that captures the customer's mind as a place
specializing in serving grilled ribs with the best quality with the tagline "Remind grilled
ribs, Remember Suon Muoi".
 Vision
The brand personality of Suon Muoi is built according to the image of Ordinary
Guy - Regular Guy, towards friendliness, openness, and easy connection with the
majority of customers. Ordinary people do not have special strict requirements, do not
follow high standards, are easy to share and desire to integrate into the community. With
this brand image, Suon Muoi can reach more customers.
 Core values
The core values of Suon Muoi are identified as Convenience, Care and Honesty.
The restaurant is committed to bringing BBQ ribs with special flavor, high quality
imported ingredients at a reasonable price.
Convenience is demonstrated by the fact that customers can search, evaluate and
choose services quickly and easily through touch points such as: Website optimized for
experience, concise and concise information. many ordering platforms, simple ordering
operations, with a CRM system to store customer information for subsequent purchases.
Thoughtfulness is expressed through care and seriousness in every step of the
service process. Sturdy packaging, carefully packed with full tools, automatic messages
asking for customer feedback after each meal. Sales staff are enthusiastic advice, ready to
receive and handle all contributions from customers.
Honesty is shown by the fact that Suon Muoi always provides products and
services as promised before customers, not advertising exaggeratedly for profit. Besides,
businesses are honest with partners as well as the entire community, respect the law,
uphold business ethics.
1.3. Target customers of Suon Muoi restaurant
The current customers of Suon Muoi are quite similar to the target customer
portrait that the business is aiming for. The characteristics of the target customer are
described as follows:
1.3.1. Demographic
- The target customers of Suon Muoi are people living and working in Hanoi,
mainly in the districts of Hai Ba Trung, Dong Da, Thanh Xuan, and Ha Dong.
- The age of customers is relatively wide, ranging from 18 to 40 years old, in which
the group from 25 to 35 years old with stable income and greater purchasing
power is particularly focused on by Suon Muoi.
- Average income ranges from less than 7,000,000 VND to over 20,000,000
VND/month.
- Occupations are mainly office jobs such as bank staff, accountants, sales staff,...
1.3.2. Life style
- Busy lifestyle due to being in the age of striving or developing a career. Some
customers have to take care of their families, especially children, so they have
little time for themselves or to gather with friends.
- They have a modern, open lifestyle, ready to try new dishes at the restaurant.
1.3.3. Mentality
- They are price-sensitive people who love promotions. According to a survey
conducted by Suon Muoi, attractive offers are the third most important reason why
customers want to buy for the first time and come back to Suon Muoi.
They like food that is plentiful, complete, and beautiful. For customers who go in
groups or order delivery, they are always afraid of "missing" food.
- Besides the quality of grilled ribs, Rip Muoi customers also like the restaurant's
beautiful, modern, clean, and well-lit space. However, customers of Suon Muoi
are not the group that prefers luxurious places because their income is mostly at a
good average level. Only a small part of customers have the habit of taking photos
to check in at the restaurant, the rest focus on enjoying the meal and chatting with
friends.
- They especially prefer convenience, thoughtfulness and speed due to their busy
lifestyle.
- Customers of Suon Muoi are not gourmets and are strict about taste. They love to
try a variety of new, “trendy” foods and enjoy watching food reviews and food-
related channels.
- Highly influenced by the reference group of friends, colleagues, and family
1.3.4. Behavior
- Most of the customers who go to eat Suon Muoi go in groups of 2 or more people,
which can be classified into the following groups: groups of couples, groups of
friends and colleagues (usually from 3 to 7 people), family groups with friends and
family. small child. It is quite rare for customers to come to the restaurant alone.
- They often buy services of Suon Muoi to date, celebrate with family, friends and
colleagues. The peak days when customers often buy goods are weekends, salary
days, and holidays.
- Dine time at the restaurant lasts from 50 minutes to 1 hour, usually just focusing
on enjoying the food and chatting with the accompanying person. They are "quite
lazy" to read the information and banners at the shop, or depend on the staff when
they need help.
- The behavior of choosing restaurant services is affected by many factors: location,
food quality, service quality, incentives,... For customers of Suon Muoi, location is
not an influencing factor. to service purchase behavior because customers can

order takeout across multiple platforms.
- They are the ones who actively search for restaurant information through the
Internet, especially social networking platforms such as Facebook, Instagram.
They are willing to read introductory articles, compliments - criticisms from
famous people and old customers. They do not actively show satisfaction or
affection for the brand at Facebook or Instagram. However, social networks are
often a place for customers to "vent their anger" if their concerns are not resolved
satisfactorily.
- They are sensitive to new food trends, young customers are willing to try strange
dishes or have many people interested.
1.4. Positioning strategy
1.4.1. Deciding factors
● High quality ingredients, suitable for all ages
● Food safety standards: All processes are tested and certified to ensure food hygiene and
safety standards according to “ Certificate of Qualified Facility for Food Safety” No.
124/2019/ATTP-CNDK issued by Sub-Department of Food Safety. Food Hygiene –
Hanoi Department of Health on January 24, 2019.
● The average price ranges from 120,000 to 180,000 VND/person. This is the
average price compared to other competitors.
 There are more forms of purchase and payment than competitors.

 There is a system to handle multi-channel feedback via Website, Facebook,
Hotline, QR code at the packaging to listen and solve customers' problems as
quickly as possible.
 There is a scientific website system, providing concise and complete information
about the brand, helping customers to place orders easily and assist in collecting
customer data.
Based on the above factors, the group decided to choose two criteria of price and quality
to compete with other products on the market today.
High Price
Figure 1.1. Location map: low quality, high quality, low price, high price
1.5. Analysis of services of Suon Muoi according to the 7Ps model in Service
Marketing
Suon Muoi operates in the form of Delivery and Fast Food Restaurant (Quick Service).
This business model fits the fast-paced lifestyle of today's consumers. Specifically, the
services of Suon Muoi will be analyzed according to the 7Ps model in the following
table:
Table 1.2. Analysis of services of Suon Muoi according to the 7Ps model in Service
Marketing
Facility 264 Hoang Van Thai Facility Park 7, Times City, Minh
Khai, Hanoi
Product The core service of Suon Muoi is to provide customers with a variety of
dining experiences through attractive BBQ ribs. Customers do not come to
Suon Muoi to satisfy their hunger but want to enjoy a fun, new meal with
their loved ones.
In addition to the core service, Suon Muoi also has other additional services
as follows:
- Provide transparent information about prices, membership policies,
preferential programs, user manuals, support tools, opening hours,
order confirmation, payment confirmation,... through Online
communication channels, point of sale communication tools and
customer care staff.
- There is a fast and transparent ordering process through Website,
Facebook, Zalo and partners' platforms Now, Grab, Jamja,
Vietnammm.
- Issue invoices right after customers pay at the point of sale and attach
invoices with food for customers who order delivery. Invoices all have
specific codes, details about the number of items as well as prices and
promotional discounts for customers to compare when necessary.
- Accept payment in many forms: cash, swiping bank cards, through
electronic applications such as VNPAY, VinID.
- There are consulting activities for customers through customer service
staff, cashiers and supervisors at the point of sale.
- The employees of Suoi Muoi are trained in the code of conduct with
customers. Employees must maintain a polite, respectful and friendly
attitude when communicating. In all cases, Suon Muoi staff must use
honorifics and always listen to customers' opinions.
- Ensure the safety of guests when experiencing the service at Suoi Muoi
through food safety and hygiene, safety of restaurant facilities.
Suon Muoi has the same menu at both facilities, in which the main dish is
BBQ ribs with three exclusive sauce flavors: Sweet sauce, spicy sauce, classic
sauce suitable for the general taste of children and adults.
In addition, Suon Muoi also has side dishes such as: burger, garlic butter
bread, grilled chicken, salad, fries. In line with typical Vietnamese eating
habits, the restaurant also serves BBQ ribs rice and grilled chicken rice with
sour soup.
With desserts and drinks, Suon Muoi serves egg tarts, puddings and other
bottled drinks such as Coca, Sprite, Fanta, Strongbow,...
In general, the side dishes and drinks of Suon Muoi are "fast" style, suitable
for customers' taste, easy to operate and maintain.
Besides the odd dishes, Suon Muoi also sells Combo S, M, L suitable for
meals of 1 person, 2 people and 3-4 people. Customers can experience a rich
meal at a cheaper price when calling Combo.
Price The price at Suong Muoi is in the mid-range segment at 120,000 - 180,000
VND/person. The price is suitable for customers' ability to pay, higher than
direct competitors and lower than grilled ribs of some indirect competitors
such as Cowboy Jack, Mapa,... However, it is difficult for target customers to
regularly use the service of Suon Muoi from 4 times/month at this price.
Place Facility 264 Hoang Van Thai Facility Park 7, Times City
- This is the first facility of Suon - This is the 2nd Facility of Suon
Muoi, spacious premises, there is a Muoi located in Times City area.
place to park motorbikes but no place The location of the restaurant is
for customers to go by car. The quite difficult to find, customers
location is relatively easy to find. often have to park their cars in the
- The space is spacious and airy, with basement and walk to eat.
enough seats to serve 40 - 70 guests/ - The space of the restaurant is
turn. relatively narrow, the seats can serve
- Soft and warm colors up to 25 guests/turn
- Warm colors
Besides selling on the spot, Suon Muoi also expands its Online channel
through the system of Fanpage, Website, Hotline and Zalo. Both sites of Suon
Muoi also have “booths” on Now and Grab. Thanks to that, customers can
buy goods in both ways: Buy on the spot (Offline) and order delivery (Buy
Online).
Promotion Due to limited resources, Suon Muoi's communication activities are mainly
(Communi Internet advertising combined with point-of-sale tools. Communication

cation content often revolves around product quality and incentives. Suon Muoi also
activities, produces some conversational content, interacting with customers on topics of
sales interest such as: recipes, kitchen tips,...
promotion) The communication activities of Suon Muoi focus on two main tasks:
- Emphasize Suon Muoi as the number one specialized brand of grilled
ribs.
- Provide information about products, services, offers.
- Facebook: https://www.facebook.com/suonmuoi
- Instagram: https://www.instagram.com/suonmuoi/?hl=en
In addition, Suon Muoi also conducts Booking Influencers activities at food
review groups and food bloggers such as Hanoi places to eat, Trang Nhim
Tron,...
With promotional activities, Suon Muoi has incentive programs every month
to encourage customers to buy services.
People The staff of Suon Muoi is divided into the following divisions:
- The office department includes: accounting, human resources,
marketing, logistics, customer care
- Restaurant department: supervisor, cashier, serving, security. They are
the people who directly interact with customers at the point of sale.
- The kitchen department is in charge of preserving and processing
dishes according to the standards provided to customers.
The office department is in charge of planning and developing the operating
process of the whole Suon Muoi restaurant system. They are considered the
"brain" to maintain the restaurant's operations.
The kitchen department is in charge of ensuring that the input and output of
the dishes are in accordance with the standards.
The operation department is the ones who directly serve, talk, listen as well as
implement feedback handling options with customers. They are considered as
"brand ambassadors" and are an important basis for diners to evaluate Suon
Muoi. The operating department is also an important "communication
channel" at the point of sale.
All parts of Suon Muoi are relatively well-trained in skills, have an

understanding of the brand's vision and values. Every month, the staffs of
Suoi Muoi have summaries, lessons learned and test of professional
knowledge. However, the proportion of employees with college-university
qualifications of Suon Muoi is still not high, leading to the situation that
employees do not properly represent the brand standards.
Process Suon Muoi has a clear service process depending on the customer's purchase
(Service form. An overview of the service process according to Blueprinting model
delivery will be presented in Figure 1, Image 2 and Figure 3 right below the following
process) table.
Physical Both of the facilities of the Suon Muoi are decorated in a simple and modern
Evidence style. Light, soft colors. The restaurant does not have a complicated layout,
but tries to optimize the space so that customers can move freely, especially
children running and jumping while eating at the restaurant. However, the two
facilities do not have the same decoration and facilities.
Hoang Van Thai has a Self - Order Park 7 facility consists of 2 floors
machine and a full communication tool and small area, no Self-Order
system. machine. The small space makes
With a large area, Hoang Van Thai guests feel secret, easy to "smell" the
facility is also used by Suon Muoi to food after eating. Customers who
increase customer experience activities come to buy are required to park
such as: There is a check-in photo their cars in the basement of Times
corner, there is a photo hashtag. City and walk to the shop, which
makes it difficult for customers to
come and buy and deliver as well as
shippers.
(Source: Sườn Mười (2022))
1.6. Marketing activities of Suon Muoi in the period of Covid

In the context of the Covid epidemic, Suon Muoi immediately took practical
marketing activities to respond to the immediate difficulties. In particular, the three letters
P-Place (Distribution Channel), Promotion (Communication and sales promotion), People
in the 7P model are tools that businesses can adjust immediately. If the service process is
changed, Suon Muoi needs to rebuild the set of standards, retrain staff as well as test it in
practice. This will take a lot of time while the company needs to adapt to the urgent
situation. Similarly, if the product and price are changed, Suon Muoi must reinvest in the
entire system of communication tools at the point of sale, and at the same time update
information on all Online channels, including online platforms of the partners. On the
other hand, customers may not easily accept the new products and prices of the business
in a short time. In addition to the addition of masks, hand sanitizer, safety instructions for
epidemic prevention and arrangement of dining tables 2 meters apart, Suon Muoi has not
changed much in terms of facilities during this period because Relatively few customers
choose food at the restaurant. Therefore, Suon Muoi chooses to adjust Distribution
Channels, People, Communication and sales promotion.
Regarding distribution channels, Suon Muoi strictly complies with the regulations
on opening and closing facilities of the State, and at the same time promotes sales
through Online channels, especially channels of partners such as Now and Grab.
In terms of communication, in the period from March to the beginning of May,
Suon Muoi implemented a series of promotional programs with the message
"Strengthening the epidemic season" in order to provide customers with nutritious meals
but still ensure food safety at an attractive price. The program details are as follows:
● Freeship 12km with orders from 500,000 VND, freeship 6km with orders from
100,000 VND.
● 15% off, up to 50,000 VND for lunches from Monday to Friday. The program is
aimed at employees who are having to switch to Work From Home to ensure
safety during the epidemic season.
● 10% discount up to 100,000 VND for dinner, targeting families. The time of social
distancing makes it impossible for families to participate in many outdoor
recreational activities together as usual. In contrast, mothers are more busy
because they have to take care of their children and cook all day. They need to
change the atmosphere in the family with the family's favorite dish that mom
doesn't have to work hard to prepare. Suon Muoi is the solution for a warm dinner
at an affordable price, helping the whole family to overcome the epidemic season.
● Redeem points to receive exclusive offers only for customers who have registered
for a membership card of Suon Muoi.
● Changing the packaging of the product "Strengthening against the epidemic" with
the content of encouraging customers to stay calm and steady with the whole
country to fight the epidemic.
● Launched limited edition packaging "Stand with Hanoi" conveying the spirit of
protecting the capital against the Covid epidemic season.
In addition, Suoi Muoi also helps customers update accurate information about the
epidemic, and at the same time, upload useful and gentle content to entertain them during
the quarantine period. These include brief cooking instruction videos, articles reminding
customers to eat well, and trending articles.
Regarding people, the employees of Suon Muoi are given free masks and are
required to wear them during working time. The number of servings at each shift is
reduced to ensure a safe distance as well as to optimize labor costs. However, Suon Muoi
still tries its best to maintain jobs for laborers. Each restaurant employee must maintain a
positive, welcoming and attentive attitude when serving each meal. Because they
understand that this is a difficult time for business, if losing customers means losing their
own "rice and clothes". The more difficult the situation, the more the sense of
responsibility and dedication is focused on by the team.
CHAPTER 2: RESEARCH OF THE BEHAVIOR OF

BUYING RESTAURANT SERVICES IN THE COVID
PASSION
2.1. Number of surveys
Number of surveys including 140 valid samples from the questionnaire
2.2. Research objectives and questions
2.2.1. Target
- Describe the behavior of buying restaurant services and identify the factors affecting
that behavior at the time of Covid. In particular, focusing on determining the influence of
communication factors, sales promotion programs and online distribution channels,
customer buying behavior and customer satisfaction when buying during the Covid 1
pandemic.
- Evaluate the marketing activities that Suon Muoi has carried out during the Covid
period.
- Propose marketing activities to be carried out in order to respond promptly and
appropriately to the change in customer buying behavior during the Covid period.
2.2.2. Research question
In line with the research objective, the study needs to answer the following research
questions:
- How has the customer's behavior changed before, during and after the Covid 19 period.
What factors is that behavior affected by?
- How do marketing activities, especially communication, sales promotion programs and
online distribution channels affect the behavior of buying restaurant services during the
Covid period?
- What solutions can Suon Muoi apply to improve brand image and increase revenue
during the Covid period?
2.3. Object and scope of the study

- Research object: "Buying behavior of customers at Suon Muoi during the Covid
period".
- Research scope: With limited resources, the research subjects are limited to 18 to 40
years old (in the target customer group of Suon Muoi), living in Hanoi, mainly in 5 areas:
Thanh Xuan, Ha Dong, Hai Ba Trung, Dong Da and Hoan Kiem districts.
- Time to carry out the research: expected from July 7, 2022 to October 20, 2022
2.4. Research Methods
In order to be suitable in terms of resources and time, the project author decided to
choose the research method as follows.
- Quantitative research:
+ Survey research method by questionnaire: Carry out questionnaire and analyze data
with a sample size of 140 elements.
In order to describe the behavior of buying restaurant services during the Covid period,
the questionnaire has been designed with 3 parts.
Part 1: Greeting, introduction of research topic and questionnaire
Part 2: The main content includes questions related to the frequency, form of purchase,
form of payment when shopping for restaurant services at the time of Covid. In addition,
the questionnaire also exploited the influence of communication activities, Online
distribution channels, locations as well as sales promotion programs on the behavior of
buying restaurant services during the epidemic season.
The main content includes two screening questions to identify people who have
purchased restaurant services during the Covid period in general and at Suon Muoi in
particular. Respondents who do not buy outside food during the epidemic season will
provide the reason, fill in personal information and stop taking the survey. Similarly,
respondents who did not experience Suon Muoi at the time of Covid will ignore questions
related to the purchase behavior of Suon Muoi services.
Part 3: Personal information and thanks
The nominal scales (age, gender, income,...) as well as the ordinal scale (Likert scale)
were selected in accordance with the research variable.
2.5. Data collection methods
 Secondary data collection methods:
Collecting data on restaurant buying behavior from social networking sites, online
newspapers and results from many reputable studies previously published through
sources such as Q&Me, Nielsen,... Information Information about Suon Muoi's business
is searched on the Website, social networks and reports from the restaurant.
 Primary data collection methods:
Primary data is collected through questionnaires, published Online and Offline. The
content of the questionnaire is built based on the research objectives as well as the results
drawn after the secondary research. Based on the nature of the research object and the
object of information collection, the research sample was determined to include 140
elements. They are people between the ages of 18 and 40, living mainly in big districts in
Hanoi. They are also the people who shop for restaurant services in the Covid period.
Their responses were collected using a convenient non-randomized method. The
questionnaire is distributed both on online and offline media at the point of sale of Suon
Muoi restaurant.
2.6. Data analysis method:
After the collection is complete, the data will be screened, and invalid questionnaires will
be discarded. Then, we use excel to import and encode the data.
2.7. Research results on restaurant buying behavior in the period of Covid
2.7.1. Describe the behavior of buying restaurant services in the period of Covid
According to the studies mentioned above, customers tend to cut spending on
accommodation, resort and restaurant services. However, that does not mean that they
completely give up the behavior of buying outside food services.
Of 140 respondents, 109 people still use restaurant service at the time of Covid,
equivalent to 77.9%. The remaining 31 said that the important reason why they do not eat
out is because they are afraid of increasing the risk of Covid 19 infection. The second
most chosen reason is due to budget cuts for services that are not really needed. because
the incomes of many people have been affected during the epidemic.
That is equivalent to customers who still have the need to buy restaurant services, but
they cut the frequency or payment budget to balance spending as well as ensure safety in
the time of Covid. The details of the study results are shown in Figure 1 below.
Figure 2.1. Statistics on the reasons why customers do not use restaurant service
during the Covid-19 period
3.23%
38.71%
58.06%
Fear of increasing the risk of spreading the Covid 19 epidemic

Cut your spending budget on services you don't really need
The restaurant is not working
According to the results of the research conducted, 47.71% of people use restaurant food
service 1 to 3 times a week, 40.37% use it less than once a month and only 11.93% buy
food. outside 3 times/week or more. It can be seen that the majority of respondents
choose a low frequency of eating out. This result is consistent with the general
consumption trend of the majority of people in the time of Covid. With such a relatively
long repeat purchase cycle, businesses need to find ways to increase order value or
encourage customers to buy more to optimize operations and keep profit margins as
desired.
Figure 2.2. Frequency of using restaurant services in the period of Covid – 19
11.93%
47.71%
40.37%
From 1 to 3 times a week Use less than once a month

3 or more times a week
2.7.2. Influence of Marketing Mix activities on restaurant service purchase

behavior and consumer satisfaction
Marketing activities from the restaurant have a great influence on the dining behavior of
customers. The Covid context requires businesses to adapt with special marketing tools.
Communication activities, promotion programs and online sales channel development
have been adjusted by many businesses to overcome difficulties during the epidemic
period. Because changing products, prices or suddenly adjusting facilities will be very
difficult to operate and can hurt old customers. Therefore, using media to enhance brand
image, using incentives to stimulate demand and promoting online sales channels in line
with customers' shopping behavior is the most reasonable choice. The study focuses on 3
main aspects to assess customer behavior and satisfaction during the time of Covid
including: Promotion, Price, Place.
• Communication (Promotion)
According to the research, the factor "Restaurant is committed to implementing safe
epidemic prevention on communication channels helps me shop with peace of mind" has
the highest average score (4.02 points). The age group 18 - 30 is especially sensitive to
this factor because they have a higher need and willingness to eat out than other groups.
This means that diners are only comfortable shopping when they know the restaurant is
safe and strictly implement epidemic prevention measures. Facebook posts, Websites or
point-of-sale banners are useful communication tools to help restaurants gain the trust of
customers in the Covid period.
The criterion "I feel comfortable when restaurants send messages to inquire and remind
me to purchase via Facebook/ Zalo/ SMS during the time of Covid" has the lowest
average score (2.69 points) while the criterion " I give priority to pay attention to the
Covid situation and ignore the irrelevant ads of restaurants” with 3.23 points. It can be
seen that in the time of Covid, customers still prioritize information related to the disease.
However, they spend more time online which means more exposure to advertising from
brands. If the advertisement is entertaining or humane during the epidemic period, it can
still be received without creating objection. However, they find it annoying if the
restaurant sends a lot of reminders to buy through phone numbers or social media
accounts.
The criterion "The restaurant's message is rich in emotion, conveying positive
encouragement during the Covid season, makes me attracted and wants to share it with
everyone around" only 3.23 points, showing that customers are almost neutral with the
above statement. They are not overly sensitive to advertising messages. In contrast, the
frequency and content of communication around social contribution activities to fight the
epidemic have a more positive influence on customers' purchasing decisions. The clause
"The restaurant has communication about social contribution activities (donating meals to
doctors, donating masks, deducting sales to support anti-epidemic). This makes me want
to accompany the brand by making a purchase” received 3.65 points. The group of 31 -
40 years old appreciated the most factors related to the restaurant's anti-epidemic spirit
and responsibility to the community. They are the object of more careful when deciding
to eat out, so it is difficult to buy the service the first time they see the ad. They need
regular reminders and verification from previous customers. On the other hand, this
group of customers tends to trust businesses that show their sharing with the community
on communication channels. According to a report from The Corporate Sustainability,
40% of Vietnamese agree and 46% strongly agree to pay more for products or services
that contribute to community responsibility. Restaurants should consider social sharing
activities to enhance their status as well as entice customers to participate. The average
scores of communication factors affecting restaurant buying behavior by age are shown
in Table 6 below.
Table 2.1. Average score of media factors affecting restaurant buying behavior by
age
Clause Age
18 - 24 25 - 30 31 - 40 Total
The restaurant's message is full of
emotions, conveying positive
encouragement during the Covid
3.34 3.39 3.36 3.37
season, making me attracted and
want to share it with everyone
around.
I read and watched more restaurant
ads on the Internet during Covid
3.62 3.59 3.82 3.62
than before. This made me know the
restaurant and buy the service
The restaurant is committed to 4.02 3.84 3.55 3.89
implementing safe epidemic
prevention on media channels to
help me shop with peace of mind

The restaurant has communication
about activities to contribute to the
anti-epidemic society (donating
meals to doctors, donating masks,
3.74 3.65 3.27 3.65
deducting sales revenue to support
the anti-epidemic fund). This makes
me want to accompany the brand by
making a purchase
I feel comfortable when restaurants
send inquiry and order reminders via
3.17 2.82 2.73 2.69
Facebook / Zalo / SMS during the
Covid epidemic.
I give priority to the Covid situation
and ignore the irrelevant ads of 3.38 3.08 3.27 3.23
restaurants
(Source: Author)
• Sale promotion program (Price)
Sales promotion factors also have an influence on restaurant service purchase behavior at
the time of the epidemic. The statement "I tend to tighten my spending during the Covid
season and discounts are an important factor in my decision to buy food out" achieved the
highest average score (3.72 points). This means that most customers are convinced by the
discount offer. The group with income under 7 million for this statement 4.06 points,
higher than the scores of all other age groups. This proves that people with incomes
below 7 million are especially important to discount incentives because their income is
relatively low, while higher income groups focus on supporting customers to prevent
epidemics. row. Those with an income of 7 million or more give higher points to the
statement "The restaurant is offering incentives during the epidemic season such as free
masks, free hand sanitizer makes me feel secure to shop" higher than other propositions. .
Due to their good ability to pay, this group of people are more interested in the
restaurant's anti-epidemic support measures than regular discount promotions.
Based on the table "Average scores of sales promotion factors by income status" below, it
can be seen that customers also prefer to receive essential products such as masks and
hand sanitizer when ordering food. outside. For customers who shop online, they are
often attracted to and order food because they see promotions appearing on apps like
Now and Grab. The phrase "I found a restaurant with many offers on Now, Grab,... This
made me decide to buy right on these food ordering applications" achieved an average
score of 3.68. In which, the income group below 7 million gave the highest score (4.02),
followed by the income group from 7 to 10 million (3.53). This behavior can be fully
explained by Q&Me, 79% of consumers are used to using Grab Food, 29% are used to
using Shopee Food to order food. During the pandemic, Now and Grab also collaborated
with restaurants to launch offers. The budget for promotion is divided according to the
agreed ratio between the application and the business. As a result, both sides retain
customers as well as earn profits. Platforms Shopee Food, Grab, .. are also useful places
to provide diverse, delicious - cheap dishes. Therefore, the proposition related to the offer
at Shopee Food, Grab,... was given a relatively high average score by low-income
respondents.
On the other hand, customers generally keep a neutral attitude when witnessing constant
offers from restaurants. At normal times, customers may doubt the quality of products or
rely on discount programs to decide to buy. But at the time of the epidemic, they were not
opposed to regular preferential policies due to their lower willingness to pay for food out.
At the same time, when large and small restaurants all reduce prices, diners will consider
it a general trend of the whole industry without raising doubts about product quality.
However, the respondents with high income from 20 million per month or more are
relatively strict with the phenomenon of continuous incentives. The phrase "Continuous
offers from restaurants makes me doubt the quality of products and services during
Covid" was given 4.17 points by this target group. They are not price sensitive, on the
contrary, are willing to pay for premium service. Restaurants with frequent offers will
make customers in the high segment doubt whether the quality is really commensurate
with the price. The details of the average scores of sales promotion factors by income
status are shown in Table 7 below.
Table 2.2. Average score of sales promotion factors by income status
Clause Income Status Total
11-19 >20
<7 7-10
million million
millio million
per per
n per per
month month
month month
The restaurant is having promotions

during the epidemic season such as
3.71 3.67 3.53 4 3.68
free masks, free hand sanitizers,
making me feel safe to shop
I tend to tighten my spending during

the Covid season and discounts are an
4.06 3.61 3.37 2.83 3.72
important factor in helping me decide
to buy.
I came across a restaurant with many

offers on Shopee Food, Grab,... This
4.02 3.53 3.26 3.17 3.68
made me make a purchase decision
right on these food ordering apps.
Constant offers from restaurants make

me doubt the quality of their products 3.08 2.86 2.89 4.17 3.04
and services during Covid
(Source: Author)
• Sales channel
At the time of the epidemic, customers switched to ordering food online instead of eating
at the restaurant. This behavior is expected to continue into the future. According to the
survey, the phrase "I will continue to order food delivered through online sales channels
after the Covid-19 season because of convenience and saving travel time" has the highest
average score - 3.97 points. Most customers in all three age groups agree with this
statement, especially young customers from 18-24. Home delivery brings many
conveniences, suitable for the target audience. Busy can't move and cook often. During
the epidemic season, this form is chosen by many people because it is safer than eating at
a restaurant.
All three groups of customers tend to choose to order through online food ordering
applications, especially young people. Although order delivery is taking over, it doesn't
mean that the dining experience at the point of sale is inferior. According to the survey,
the criterion "After the Covid 19 epidemic, I will return to the form of food at the
restaurant instead of just ordering delivery because I want to have a richer and new
dining experience" has an average score of 3, 69. In which, the group of customers from
31-40 years old showed high agreement with this statement. For them, eating out not only
meets their physical needs, but also serves many business, social or emotional purposes.
Therefore, the restaurant space, service process or staff attitude are important factors for
them to still choose the type of food at the restaurant after the end of the epidemic. This
shows that when the epidemic is over, restaurants should still focus on improving the
point-of-sale service experience to retain diners. The average scores of online sales
channel factors assessed by each age group are shown in Table 8 below.
Table 2.3. The table shows the average score of online sales channel elements by age
Clause Age Total
18 - 24 25 - 30 31 - 40
I only choose to buy at stores that

sell online because I don't want 3.55 3.37 2.73 3.39
to leave the house during Covid
I often order goods at Grab,

Now, ... than when I buy goods at
Website / Facebook / Zalo of
businesses during the epidemic 4.09 3.65 3.64 3.83
season. Because of Grab's
platforms, Now is familiar to me
from before and easy to use
I will continue to order food for

delivery through Online sales
channels after the Covid-19 4.15 3.9 3.55 3.97
season for convenience and
saving travel time.
After the Covid 19 epidemic, I

will return to the form of food at
the restaurant instead of just
3.51 3.8 3.91 3.69
ordering delivery because I want
a richer and new dining
experience.
(Source: Author)
• Place
During the Covid-19 pandemic, location is also one of the deciding factors for customers'
shipping costs. Many customers are extremely sensitive to shipping costs, so customers'
consumption of products and services also plummeted during the Covid-19 pandemic.
According to the survey, the phrase “I will continue to order food delivered at nearby
locations rather than remote locations” has the highest average score - 4.21 points. Most
customers in all three age groups agree with this statement, especially young customers
aged 18-24. For the statement “Transportation costs will greatly affect my use of the
service” has the second highest average score – 3.98. The majority of customers between
the ages of 18 and 24 believe that shipping costs will play an important role in making a
restaurant's decision to consume products and services.
Table 2.4. The table shows the average score of online sales channel elements by age
Clause Age Total
18 - 24 25 - 30 31 - 40
I will continue to order food

delivery at closer locations rather 4.39 4.25 3.99 4.21
than remote locations
Shipping costs will greatly affect

4.09 3.98 3.87 3.98
my use of the service
(Source: Author)
2.8. Research results on buying behavior and customer satisfaction of Suon Muoi
in the Covid period
2.8.1. Behavior change and customer satisfaction of Suon Muoi during Covid
The following table details detailed research results on why customers didn't buy Suon
Muoi during the Covid period.
Table 2.3. Reasons why customers don't choose to buy Suon Muoi service during
Covid
Number Percenta Percentage of the

ge of total sample not
total using the service at
sample Suon Muoi
survey
People who do not use I don't know 17 12.1 36.2
services at Suon Muoi Suon Muoi
during Covid
I'm not too 5 3.6 10.6
fond of grilled
ribs
I only eat 3 2.1 6.4
home-cooked
food to protect
my health and
save money
Expensive 8 5.7 17.0
The address is 14 10.0 29.8
far away
People who use 61 66.4
services at Suon Muoi
during Covid
People who do not use 21
restaurant services
during Covid
Total 140 100.0
(Source: Author)
Out of 140 interviewees, 109 people used restaurant food services during the Covid
period, of which only 61 customers bought Suon Muoi, and 47 did not use services and
products at Suon Muoi. The most important reason for them not to use the service is
because they don't know about Suon Muoi (36.2%) and the address is far away (29.8%).
This indicates that Suon Muoi still does not have a good identity with customers aged 18-
40 years old within the districts of Dong Da, Thanh Xuan, Hoan Kiem, and Hai Ba
Trung. Details of the study results are shown in the table below. Geographic location is
also a barrier that makes diners afraid to experience dining at the restaurant. Even if they
only need to order food for delivery without going directly to the restaurant, customers
still hesitate to buy food at remote stores. Distance makes waiting time longer and affects
the taste of food during transportation. According to the restaurant's data, most of the
online orders at Suon Muoi are within a radius of 7km or less. The shop needs to open
more facilities if you want to reach a group of customers in a more remote location.
Therefore, these factors affect satisfaction when using services and products at Suon
Muoi restaurant during the Covid - 19 period. Instead of focusing on quality as in the past
to improve the quality of customer satisfaction, focusing on distance also becomes an
indispensable factor during the Covid-19 period to enhance customer satisfaction.
Detailed results of cross-analysis between age and choice to buy food from Suon Muoi
restaurant during Covid are shown in the table below.
Table 2.4. Cross-analysis between the age variable and the use of services in the period of
Covid
Choosing to use Suon Muoi

during Covid Total
Yes No
18-24 years old Count 18 29 47
% of Total 16.50% 26.60% 43.10%
From 25 - 30 years old Count 39 12 51

Age
% of Total 35.80% 11.00% 46.80%
Count 4 7 11
From 31 - 40 years old
% of Total 3.70% 6.40% 10.10%
Total Count 61 48 109
% of Total 56.00% 44.00% 100.00%
(Source: Authors)
According to the survey, the 18-24 age group had the highest number of people who did
not use the service of Suon Muoi during the Covid period. This age group is mainly
young people, still single and whose income is not stable. In Suon Muoi, this group of
customers often eat with friends, but during the epidemic season, it is difficult for them to
gather and eat with a group of friends. Therefore, the 18-24 year old customer group is
not the primary customer that Suon Muoi needs to focus on during Covid. However,
young customers still easily consume low-value orders such as rib rice and chicken rice
instead of large grilled ribs combos. Therefore, Suon Muoi should not ignore this
customer file. Therefore, to satisfy these customer groups, lower-than-average price
products and services need to be developed to achieve price satisfaction for this group of
customers during the Covid-19 period.
The group of customers aged 25 - 30 has the most eating behavior during Covid
(accounting for 35.8% of the respondents who buy restaurant services). Because having a
stable income, they can afford to pay the expensive bills and often eat with the family.
They will buy Suon Muoi to renew their daily meals with their loved ones. This is also
the current most crucial customer file of the business. Restaurants can focus on
communication and design special promotions for this segment to expand the market
segment and increase sales.
The guests aged 31-40 tended to be more cautious eating out. Therefore, they are less
likely to choose to use the service of Suon Muoi. Therefore, to reach this group of
customers and improve customer satisfaction, it is essential to promote compliance with
epidemic prevention, affecting customer psychology.
Research results on why customers buy Suon Muoi during Covid are shown in the
following table.
Table 2.5. Reasons why customers use Suon Muoi's services during Covid
Number Percentage of Percentage of the

total sample total sample using
survey the service at Suon
Muoi
People who use Customers want to eat 28 20.0 45.9

services at Suon grilled ribs
Muoi during
Suon Muoi has attractive 22 15.7 36.1
Covid
discounts during the
epidemic season
Receive ads and 4 2.9 6.6

messages reminding you
to buy from Suon Muoi
Invited by friends and 7 5.0 11.5

relatives to eat
People who do 48 56.4

not use services
at Suon Muoi
during Covid
People who do 21
not use
restaurant
services during
Covid
Total 140 100.0
(Source: Authors)
Of the customers who have eaten Suon of Muoi at Covid, 45.9% said the most important
reason to buy is "Want to eat grilled ribs." The following explanation is that the
restaurant offers attractive discounts (36.1%). Most customers choose Suon Muoi
because they have a particular demand to eat grilled ribs to exchange meals. For this
customer, it is essential that the dish's taste matches the taste and ensures food hygiene
and safety. Besides, a large number of other people choose Suon Muoi because of
incentives, which proves that customers are sensitive to promotions. They can consider
different dishes but buy Suon Muoi when they see an attractive sale promotion. Although
not a loyal customer, this is a restaurant object that can easily influence buying behavior
and bring in immediate revenue. With sales promotion programs, satisfying price-
sensitive customers is extremely easy for Suon Muoi.
A small number of customers buy Suon Muoi because they receive advertising and
reminder messages (4 people), proving that the remarketing activity is not effective. As
mentioned above, the public tends to prioritize information related to the epidemic and
find it annoying if ads or messages appear constantly. Customers do not refuse to see ads
but will readily accept positive, happy, and impressive content instead of normal buying
reminders during the epidemic. According to the survey results above, the customer
group from 31 to 40 years old is still easily affected by the frequency of advertising and
messages. Therefore, restaurants need to personalize the display of advertisements and
messages that appropriately refer to these objects and improve the quality of customer
satisfaction.
11.5% of customers who bought Suon Muoi at the time of Covid confirmed that they
went to eat because friends and relatives invited them. This further ensures that very few
customers use the service of Suon Muoi alone. For them, eating Suon Muoi is seen as a
way to talk and share with people around.
2.9. The influence of Marketing activities performed by Suon Muoi on service
purchase behavior and customer satisfaction when using services and
products during Covid
50.8% or 31 customers who have eaten Suon Muoi during the Covid period said that the
restaurant's message is positive and easy to remember, making them feel good about the
brand and buy the product. At the time of the epidemic, no matter how "unstable" people
become, they tend to like to be encouraged. Therefore, customers can quickly receive the
message of "Strengthening the epidemic season" and the preferential programs from Suon
Muoi. On the other hand, the community spirit of Vietnamese people also surged before
the epidemic wave. Content related to national solidarity, sharing, or joining hands in
epidemic prevention is actively spread on social networks. Suon Muoi exploited this
mentality in the message "Standing with Hanoi" to arouse the pride of the people of the
capital while urging them to comply with anti-epidemic regulations but not forget to
enjoy their favorite and high quality meals with the restaurant. As a result, it can be
concluded that communication messages significantly impact customers' buying
behavior. They spend a lot of time on social media before deciding to order. The more
positive the message, the easier it is to understand, and the higher the ability to attract
attention, from which customers are more likely to need to buy restaurant services and
improve customer satisfaction.
The survey also shows a remarkable result that the users of the service of Suon Muoi
(33.1% or 19 customers) do not care about the message. Quality and price factors are
important reasons for them to buy. This shows that a group of customers of Suon Muoi
are less sensitive to the media. They are willing to purchase products but limit sharing
about the business on social networking platforms even when satisfied. With this group
of customers, Suon Muoi needs to implement many sales promotion programs to
encourage them to purchase and interact with the brand on Facebook, the Suon Muoi
website, and Instagram, among others. Their interaction not only increases the level of
customer loyalty and identity on social networks but also provides valuable information
for Suon Muoi to measure guest satisfaction and design more engaging media content.
Only 7 customers feel the message is weak, 4 customers can't access the message from
Suon Muoi. In fact, a small business cannot reach all of its customers and produce
content that convinces every target customer. Suon Muoi does not need to make efforts to
advertise to cover the market but should balance the media budget and stimulus
promotion program with the revenue problem to stabilize operations during the epidemic
season. Details of the research results on the customer's perception of the communication
message of Suon Muoi are shown in the table below.
Table 2.6. Customers' feelings about the message of Suon Muoi during the Covid-19
epidemic
Numbe Percentage Percentage of the

r of total total sample
sample using the service
survey at Suon Muoi
People who use The faded message 7 5.0 11.5

services at Suon makes me ignore it
Muoi during Covid when I see it
The positive, easy-to- 31 22.1 50.8

remember message
makes me feel better
and wants to buy
products of Suon
Muoi
I don't care about the 19 13.6 31.1

restaurant's media
message, only the
product quality, and
price
I have no feelings 4 2.9 6.6

because the media
message does not
reach me
People who do not 48 56.4

use services at
Suon Muoi during

Covid
People who do not 21

use restaurant
services during
Covid
Total 140 100.0

(Source: Authors)
Regarding the method of purchase, 27.9% of customers came to buy directly at the store,
34.4% ordered food through Suon Muoi's channel, and 37.7% used food delivery
applications. It can be concluded that customers also switch from buying directly to
ordering food for delivery. Under normal conditions, the proportion of customers coming
to buy at the shop accounts for approximately 60%. This trend is reversed in the time of
Covid because they are concerned about going out in contact with many people. On the
other hand, Suon Muoi has applied the Freeship policy from 6 to 12 km depending on the
order value. This helps diners shop comfortably without worrying about shipping costs,
leading to a rapid increase in the percentage of online shoppers. However, the number of
customers buying at Grab and Now still accounts for a larger share. People who buy at
Grab, Now, etc., can be the customers who make the first purchase. They often search for
many dishes on the application, then come across an attractive offer or are suggested by
the application to choose Suon Muoi. So food ordering apps are the ideal channel to help
businesses expand their target market. However, there is still a situation where repeat
customers buy through a partner's channel instead of ordering online from Suon Muoi.
The reason is that they are familiar with the operation and payment of those applications.
This inadvertently increases the level of Marketing spending due to the relatively high
discount when selling at Grab and Now - from 15% to 20%. Therefore, in order to
improve the quality of customer satisfaction in pricing, Suon Muoi needs to promote
online purchases directly through the channel during the Covid epidemic.
The table below shows the research results on the buying patterns of Suon Muoi
customers during the Covid period.
Table 2.7. The method of purchase that customers choose when buying Suon Muoi at the
time of Covid
Number Percenta Percentage of

ge of the total
total sample using
sample the service at
survey Suon Muoi
People Buy directly at the store 17 12.1 27.9

who use
Buy via Facebook/ Website/ 21 15.0 34.4
services at
Zalo/ Hotline of Suon Muoi
Suon Muoi
during Buy at apps like Grab/ Now 23 16.4 37.7
Covid
Total 61 43.6 100.0
(Source: Authors)
In fact, according to business reports, customer spending decreased from 3,719 in
February to 3,498 in March, then reached 2,387 in April 2020 and increased again to
2,765 in May. This figure shows that when the second Covid wave appeared, customers
continued to maintain their usual eating behavior at Suon Muoi restaurant, and the
number of purchases decreased slightly. Especially on March 8, 2020, the number of
orders to serve groups of agencies increased, showing that customers are still necessary to
organize parties with friends and relatives when the epidemic has not reached its peak.
By the time of April, the sales and revenue of Suon Muoi had decreased significantly
because the government issued a distance directive. Immediately, the restaurant launched
discount offers and social media programs to stimulate customers to order delivery. After
a month of implementation, revenue and expenditure increased again in May. When the
third Covid epidemic appeared at the end of July, customers were almost no longer afraid
and wary when shopping for food outside.
Table 2.8. Survey on intention to continue using restaurant services after Covid 19
Number Percentage Percentage of

of total the total sample
sample using the
survey service at Suon
Muoi
People who use services at Yes 47 33.6 77.0

Suon Muoi during Covid
No 4 2.9 6.6
Consider 10 7.1 16.4
Total 61 43.6 100.0

(Source: Authors)
There are 47 out of 61 customers, equivalent to 33.6%, who bought Suon Muoi during
Covid, thinking that they would continue to use the restaurant's service, 4 people refused,
and 10 customers considered. The relatively high percentage of returning customers
proves that Suon Muoi has served customers well during the Covid time. Marketing
programs keep pace with changes in customer buying behavior, thus impacting the right
touchpoints and encouraging them to purchase. When the epidemic broke out again in
July, customer spending was still at 3,425 bills, approximately the same as in March. This
number remained throughout August. It can be seen that customers are no longer
confused with the epidemic but have become more "experienced" when shopping for
restaurant services. They know how to both prevent the outbreak and enjoy the delicious
food in the shop.
CHAPTER 3: MARKETING SOLUTIONS FOR SUON

MUOI TO INCREASE REVENUE AND IMPROVE
CUSTOMER SATISFACTION
3.1. Product recommendations
The trend of using products purchased directly from online platforms has been formed
and strongly promoted during the epidemic. Even after the pandemic has passed, online
products will still play an important role in the company's bottom line. In fact, customers
tend to order delivery food to their home to enjoy the tasty food with their family and
loved ones. Therefore, Suon Muoi needs to focus on providing additional benefits to the
group of customers who buy Online.
Even when eating at home, customer still expect the same quality of food as eating at the
restaurant. Besides, sauce and accompanying utensils such as cutlery, gloves, paper
towels, tablecloths must be adequate. Suon Muoi has basically completed these
convinience, but the restaurant can implement other values to increase customer
satisfaction with some of these small changes:
Design a thank you card: "Thank you for supporting Suon Muoi, have a good meal"
attached to the product. The brief content of the card helps customers feel the sincerity
and thoughtfulness of the brand, thereby continuing to support the restaurant.
To increase the thoughtfulness, Suon Muoi can include a link containing a list of catchy
songs in the confirmation oder message, and also give scented candles as the gift for
delivery meals. Costumers will actively turn on music, light candles on the banquet table
and enjoy grilled ribs in a warm astomosphere at home. Hence, they would temporarily
forgot the stressfullness during the pandemic and enjoying the meal with their beloved
ones.
Rearrange Combos and side dishes in line with customer's consumption behavior during
the pandemic season. For example, a single person barbecue rib combo has lower sales,
especially during lunch time because of its relatively high price. Suon Muoi can change
this combo to a lunch combo for customers from 21-24 years old, working in offices.
Combo includes rice, sour soup, grilled ribs or grilled chicken served with salad. Young
white-collars customers are not willing to spend a lot of money on individual meals
would not require a huge lunch. On the other hand, they tend to choose quality meals
with prices ranging from 30,000 to 65,000 VND. If during the epidemic season, Suon
Muoi provided a lunch combo for one person in this group of customers, it would be
easier to appeal them than focusing on selling grilled ribs combos.
As mentioned above, families still needed to gather together to eat as well as changing
different taste for daily meals even during and after the pandemic. Suon Muoi may
launch special combos for families, only selling on weekends to create a "scarcity effect",
attract customers. The family combo is arranged as a party with an appetizer that includes
salad and sour soup. Next, the main dish is 1kg grilled ribs for 3-5 people. Served with
baked potatoes with cheese and honey toast. The restaurant's dessert will still use fruit
puddings that are being embraced on the current menu. Combo aimed at young families
with good income or more, only sold on Saturday and Sunday. Thus, the combo can both
satisfy the customer's desire to "eat at home like in the restaurant", while taking
advantage of the odd items on the menu, limiting operational troubles while still
contributing to increase the revenue and creating investment ideas and media
documentary.
Accept other forms of online payment such as: bank transfer, payment via Airpay,
payment via Momo, scan QR code for diners to have a quicker and more convenient way
when paying service fees.
Continue to strictly follow disease prevention and food hygiene and safety when delivery
food and serve in the restaurants. All staff must wear masks during in contact with
customers.
With only some small products changes, Suon Muoi has shown the thoughtful and good
image as well as suitable for the consumption behavior of customers.
3.2. Proposal on price and sale promotion program

Due to the reduce in income during the time of the epidemic, customers also cut
down the spending on eating out services. After the epidemic took place, the trend of
eating out for outside services is also recovering and growing strongly. Restaurants
should not directly increase prices to take advantage of this growth, but should keep
prices unchanged and use incentives such as increased dishes, discounts when buying
more to increase customer consumption and customer expansion.
According to research, the budget that customers accept to pay for one person each
time they eat out is still within the price range of Suon Muoi. Therefore, the restaurant
does not need to change the fixed price policy. Diners not only feel expensive - cheap
based on the cost but also compare the money with the quality of the service. Suon Muoi
should still keep the same price but at the same time provide other benefits to customers.
For example, on the packaging of ribs, there is a QR Code attached so that when scanning
the code, customers will see instructions in making grilled ribs, cooking tips with ribs or
a combination of product groups that should be good for health during the epidemic
season. In addition, Suon Muoi can also cross-sell and apply pricing strategies based on
dish combinations. The unit price of each combo and individual item does not change,
but if customers buy a combination of many items, they would have a more appealing
discount. For example, the price of combo L3 is 449,000 VND, salad is 30,000 VND. If a
customer buys combo L and chooses to add a salad, they only have to pay for a salad for
20,000 VND. This approach helps businesses limit the inventory and minimize the
possibility of capital loss.
As research shows, sales promotions have a significant impact on customers'

purchasing decisions. However, Suon Muoi should not run continuous discount offers to
often. Although in the time of Covid, customers have not equated the discount with lower
product quality, but if they lean on the offer too much, they will have a "waiting"
mentality when purchasing products. This has seriously affected the price and revenue
policy of Suon Muoi in the post-pandemic period.
With Suon Muoi, incentives need to be "personalized" for each set of customers,
with different time limits and application conditions. The main consumer group of Suon
Muoi is still in the range of 25 - 30 years old, usually married. Their price sensitivity is
lower than that of the 18 - 24 group. With this clientele, Rib Muoi should build
membership programs to develop customer loyalty rather than simply offering massive
discounts. Besides the current policy of accumulating consumer points, the restaurant can
choose a day of the week as a "Family Day". All families that come to the restaurant that
day will be given a sweet dessert for children and drinks for adults or have a discount
offer.
Customers aged 18-24 during the epidemic season tend to spend on low-value
orders, so Suon Muoi can encourage them to "buy prepaid". For example, a guest pays
for a “3 Day Lunch” combo that includes grilled ribs rice, grilled chicken rice, and a
burger. For 3 consecutive days, Suon Muoi will serve and deliver free food as the request
from the customers. Customers only have to pay once but enjoy their favorite lunch with
different flavors for 3 days.
Through the epidemic season, customers from 18-24 will still be a potential group
to bring high revenue for Rip Muoi because they often have the behavior of eating with
friends, lovers and colleagues. Restaurants should maintain incentives on special
occasions to stimulate demand for goods for the purpose of festivals and parties.
Currently, Rib Muoi is running a lot of promotions at Now and Grab. Partnering
with order fulfillment applications helps Rib Muoi attract new customers from these
platforms while sharing the cost of discounts. However, too much abuse of promotions
on the application also brings many disadvantages. The first disadvantage is that the
discount for partners is too high, leading to low profits. The second disadvantage is that
diners continue to maintain the habit of ordering at the application without switching to
the online channels of Riong Muoi. Therefore, the marketing team of the business needs
to redesign the content for the promotion program at Now, Grab. Specifically, offers at
Now and Grab should only be applied to new customers who buy Ribs for the first time
through these two applications. After customers know about the restaurant, Rib Muoi
should direct them to order food at its correct online channel with promotions that are
only applicable when buying at Website, Facebook, Zalo or Hotline. To communicate
about the offer as well as guide how to order, Rib Muoi may release a separate packaging
version for orders from Now and Grab. The package will print ordering instructions with
a discount voucher for the next meal if you order at the channel of Rib Muoi.
3.3. Proposal on distribution channel
Currently,Suon Muoi is running a lot of promotions on Now and Grab. Partnering with
order fulfillment applications helps Suon Muoi attract new customers from these
platforms while sharing the cost of discounts. However, make use of these promotions on
the application also brings many disadvantages. The first disadvantage is that the
discount for partners is too high, leading to low profits. The second disadvantage is that
diners continue to maintain the habit of ordering through the apps without switching to
the online channels of Suon Muoi. Therefore, the marketing team of the business needs to
redesign the content for the promotion program om Now, Grab. Specifically, offers on
Now and Grab should only be applied to new customers who buy Ribs for the first time
through these two apps. After customers know about the restaurant, Suon Muoi should
direct them to order food on their official online channel with promotions that are only
applicable when buying using Website, Facebook, Zalo or Hotline. To communicate
about the offer as well as guide on how to order, Suon Muoi may release a separate
packaging version for orders from Now and Grab. The package will print ordering
instructions with a discount voucher for the next meal if you order at the online channel
of Suon Muoi.
3.4. Communication proposal

The communication activities of Suon Muoi almost take place on the Online and
Offline platform. However, the form of publications is not rich, mainly in the form of
articles and photos. In the media campaign during the time of Covid, the message of
Suon Muoi is short, positive, can be exploited into an inspirational story but can only be
expressed through simple packaging, articles and photos. Therefore, there is still a part of
customers who feel that the message is still weak and have not awakened their emotions
to the brand. Suon Muoi can try other formats such as video, gif, carousel, instant
experience,... With limited resources, the restaurant is still only focusing on Facebook,
Google, Website, leaving open platforms. Other platforms like Youtube, Instagram. To
increase brand recognition for future franchising activities, businesses must fully make
the use of online channels. Besides self-produced, Suon Muoi can hire Influencers to
create content and publish it on Fanpage, personal channel or community group to reach
more target audience as well as enhance the image of the business.
When the majority of white-collars customers have to work from home during the
Covid epidemic, they tend to use online entertainment activities such as playing games,
watching movies, covering dances. To increase customer interaction, Suon Muoi can
create fun challenges on social networks such as: Cover 3 poses "eat the most Fancy
ribs", Cover dance when your lover takes you to eat ribs,... Guests accept the challenge,
post on social media and attach the hashtag "Suon Muoi". All participants will receive a
discount voucher, the person with the most interaction will own a voucher to eat Ribs
Muoi for free up to 3 millions VND.
Besides, during the epidemic season, many customers tend to cook at home for safety
reasons, entertainment and sharing on social networking sites. Taking advantage of that
behavior, Suon Muoi can organize a contest "What should we eat today?" on the
restaurant Fanpage, encouraging players to take photos of the dishes they cook as well as
interact with the restaurant. The owner of the photo with a lot of likes will receive a
secret gift box including a set of cooking utensils delivered to your home, worth up to
one million VND from Suon Muoi.
3.5. Other suggestions

After three years of operation, Suon Muoi has built a methodical Service Process, and at
the same time owns a relatively complete Physical Evidence system. After the epidemic
season, Suon Muoi needs to continue to maintain its current effective operation for all
three platforms: eating at the restaurant, order delivery and take away (Take - away).
Especially, when the epidemic is over, many people would return and experience the
services at the restaurant, so the process of serving customers eating on the restaurant
needs to be further improved. Order processing time should be shortened to avoid
customers having to wait for too long. Providing articles and point-of-sale tools to guide
customers through Self-Order help to reduce waiting time. Orders from the cashier
counter will be directly connected to the printer at the kitchen department, the kitchen
staff will receive the order and actively prepare the dish without the cashier
communicating via walkie-talkie. As a result, the cooking time is shortened compared to
nowadays. In addition, Suon Muoi can optimize the service process for take-out
customers by encouraging them to "order in advance". Instead of going to the store to
order, wait and then bring the food out; Customers will order and notify the pick-up time
via online channel or hotline of Suon Muoi. The restaurant prepares dishes in advance
according to the appointment time, diners just need to stop by the door to bring it back
immediately without having to wait like the old Take-away method.
In terms of facilities, Suon Muoi can add some small spices with a mild fragrance such as
rosemary, mint, etc… to make the dishes looks more fancy, and at the same time make
the customers feels comfortable. Restaurants should consider installing self-assessment
machines for customers to score service quality or contact supervisors quickly when they
want to respond problems. The shop should also add more seats for young children,
decorate more attractive pictures to entertain costumers while waiting. The distance
between tables of 2 meters still needs to be maintained to ensure privacy for diners even
after the epidemic season. The facility in Times City has a small area and an unfavorable
location, so Suon Muoi should consider relocating to a more spacious selling point, with
a parking area and more complete facilities.
In terms of People, in general, Suon Muoi’s workers show a relatively good brand image
when communicating and interacting with customers. Most of the staff are in uniform,
polite, friendly, and ready to listen. However, part of the staff is young students from 18-
22 years old, working part-time. They don't devote much to their work and often take
breaks on special occasions such as exam season, Tet holiday, etc. This forces businesses
to recruit and train new employees, leading to employees making mistakes and missed
contact with customers. To minimize this situation, Suon Muoi needs to have a stable
personnel and encourage them to make long-term commitments through good
remuneration policies. On the other hand, continue to keep checking every month to
make sure all employees understand their responsibilities and profession.
CONCLUSION
In general, the Covid epidemic has created significant changes in customers' buying
behavior of eating out services. In order to maintain revenue and stabilize profits,
restaurants are forced to understand this behavior to come up with appropriate marketing
programs. Knowing more about the buying behavior of diners during the Covid-19 period
also helps the restaurant to gain many lessons from experience, ready to respond to
similar situations in the future.
Through secondary data and survey results from 140 respondents between the ages
of 18 and 40, the study partly describes the buying behavior of restaurant services during
the Covid period through the frequency of purchase, the reason purchase, ability to pay,
place of purchase, form of payment. At the same time, the study also shows the impact of
media, sales promotion programs and online sales channels on restaurant buying behavior
at this time.
In addition to the customer's buying behavior of restaurant services in general, the
study also explores the behavior of Suon Muoi customers in particular. Based on that to
evaluate the effectiveness of business activities carried out during the Covid time as well
as propose suitable marketing solutions for customers for the future.
The proposed recommendations are consistent with the current situation of customer
behavior, including: product recommendations, prices combined with sales promotion
programs, distribution channels, communication, service processes, facilities. material

and human. The above suggestions come from the actual situation as well as the
orientation and goals of the business so that it can help Suon Muoi improve its brand
image and grow revenue in the future.
REFERENCES
MÃ SỐ CÔNG TY. 2022. CÔNG TY TNHH NHÀ HÀNG SƯỜN MƯỜI [Online].
Available: https://masocongty.vn/company/3329765/cong-ty-tnhh-nha-hang-suon-
muoi.html [Accessed].
SƯỜN MƯỜI. 2022. Thông tin về Sườn Mười [Online]. Available:
https://suonmuoi.com/ [Accessed].
APPENDIX
QUESTIONS
Part 1 : Greeting, introducing research topic and questionnaire
Hello brother/sister!
Our group is doing research for the subject in the Master's program of the National
Economics University. We hope you will help us in our research by answering the
following questions.
Thank you very much for your support!
Note: Restaurant catering services include dine-in, take-out and delivery orders.
Part 2: Main content

1. During the Covid-19 epidemic (from March to the end of May 2020 and from
July to the end of September 2020), did you use the restaurant service?
❏ Have
❏ No
If not, can you stop doing the questionnaire and move on to part 3 after please tell me
why?
❏ Fear of increasing the risk of spreading the Covid 19 epidemic
❏ Cut spending on non-essential services
❏ The restaurant is not working
If yes, please continue to answer the questions below

2. Which of the following forms of restaurant service do you use during the
Covid 19 pandemic? The answer is multiple choice.
❏ Come eat at the restaurant
❏ Go to the restaurant to take away
❏ Order food for home delivery
3. Do you often use restaurant service during the pandemic? Covid 19
happening?
❏ On average less than 1 time/month
❏ Average 1-3 times/week
❏ Average 3 times/week or more
4 . The following factors may affect your restaurant buying behavior during
Covid 19.
For each statement, please indicate your opinion by choosing the option from “Strongly
disagree” to “Strongly agree”. In which, “Strongly disagree” corresponds to 1,
“Strongly agree” corresponds to 5.
4.1.1 . Media activities
The restaurant's message is full of emotions, conveying positive encouragement during
the Covid season, making me attracted and want to share it with everyone around.
𛲠1 2 34 𛲠5
I read and watched more restaurant ads on the Internet during Covid than before. This
made me know the restaurant and buy the service
𛲠1 2 34 𛲠5
The restaurant is committed to implementing safe epidemic prevention on media
channels to help me shop with peace of mind
𛲠1 2 34 𛲠5
The restaurant has communication about activities to contribute to the anti-epidemic
society (donating meals to doctors, donating masks, deducting sales revenue to support
the anti-epidemic fund). This makes me want to accompany the brand by making a
purchase.
𛲠1 2 34 𛲠5
I feel comfortable when restaurants send messages to inquire and remind me to buy
goods via Facebook / Zalo / SMS during the Covid epidemic.

1 𛲠2 3 4 5_
I give priority to the Covid situation and ignore the irrelevant ads of restaurants.
𛲠1 2 34 𛲠5
4.2.2 . Sales promotion program
The restaurant is having promotions during the epidemic season such as free masks,
free hand sanitizers, making me feel safe to shop
𛲠1 2 34 𛲠5
I tend to tighten my spending during the Covid season and discounts are an important
factor in helping me decide to buy.
𛲠1 2 34 𛲠5
I came across a restaurant with many offers on Now, Grab,... This made me make a
purchase decision right on these food ordering apps.
𛲠1 2 34 𛲠5
Constant offers from restaurants make me doubt the quality of their products and
services during Covid
𛲠1 2 34 𛲠5
4 .3. Online sales channel (Sales via Facebook/ Instagram/ Website/ App/ Zalo/
Hotline)
I only choose to buy at stores that sell online because I don't want to leave the house
during Covid
𛲠1 2 34 𛲠5
I often order goods at Grab, Now, ... than when I buy goods at Website / Facebook /
Zalo of businesses during the epidemic season. Because of Grab's platforms, Now is
familiar to me from before and easy to use
𛲠1 2 34 𛲠5
I will continue to order food for delivery through online sales channels after the Covid-
19 season for convenience and saving travel time.
𛲠1 2 34 𛲠5
After the Covid 19 epidemic, I will return to the form of food at the restaurant instead
of just ordering for delivery because I want a richer and new dining experience.
𛲠1 2 34 𛲠5
5 . During the time of Covid 19, do you use the service of Suon Muoi restaurant?
❏ No
❏ Have
If not, please answer the following question.
6 . What's the reason you don't use the food service of Suon Muoi restaurant?
❏ I don't know Rib Ten
❏ I don't like grilled ribs
❏ I only eat home-cooked food to protect my health and save money
❏ Expensive
❏ Remote address
If yes, please continue with the questions below.
7 . What is the most important reason for you to use the service of Suon Muoi
restaurant?
❏ Want to eat grilled ribs?
❏ Ribs Muoi is having attractive discounts during the epidemic season
❏ Receive ads, messages reminding you to buy from Suon Muoi
❏ Invited by friends and relatives to eat
8 . How do you feel about the communication messages "Standing with Hanoi"
and "Standing with Hanoi" by Soong Muoi.
❏ Faint message makes me ignore when I see it
❏ The positive, easy-to-remember message makes me feel better and want to buy
products of Suon Muoi
❏ I don't care about the restaurant's media message, only care about product
quality and price
❏ I have no feelings because the media message does not reach me
9 . Through which channel did you buy Suoi Muoi during Covid?
❏ Buy directly at the store
❏ Buy via Facebook/ Website/ Zalo/ Hotline of Suon Muoi
❏ Buy at apps like Grab/ Now/ Vietnammm
1 0 . Will you continue to use the service of Suoi Muoi after the Covid epidemic
season?
❏ Have
❏ No
❏ Consider
Part 3: Personal information and thanks

1 1 . What is your age?
❏ 18-24 years old
❏ From 25 - 30 years old
❏ From 31 - 40 years old
1 2 . What is your gender?
❏ male
❏ Female
1 3 . What area in Hanoi do you currently live in?
❏ Dong Da district
❏ Thanh Xuan district
❏ Hoan Kiem District
❏ Hai Ba Trung District
❏ Ha Dong District
1 4 . What is your average income?
❏ Under 7 million per month
❏ From 7 million to 10 million per month
❏ From 11 million to 19 million per month
❏ From 20 million per month or more
1 5 . Currently, your marital relationship status is
❏ Single
❏ Married and no children
❏ Married and has a baby
Thank you
Thank you very much for completing the survey. Your answer is very helpful
information to help me complete this project.
Wish you always healthy and happy!

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Group Assignment Subject: Marketing Management

TOPIC: MARKETING SOLUTION FOR SUON MUON

TABLE OF FIGURE AND TABLE..................................................................................4

CHAPTER 1: OVERVIEW OF THE SUON MUOI RESTAURANT SYSTEM..............5

1.1. Information about company....................................................................................5

1.2. Brand positioning of Suon Muoi restaurant.............................................................5

1.3. Target customers of Suon Muoi restaurant..............................................................6

1.3.2. Life style.....................................................................................................6

1.4. Positioning strategy..............................................................................................8

1.3.5. Deciding factors..........................................................................................8

1.6. Marketing activities of Suon Muoi in the period of Covid....................................13

CHAPTER 2: RESEARCH OF THE BEHAVIOR OF BUYING RESTAURANT

2.1. Number of surveys................................................................................................16

2.2. Research objectives and questions........................................................................16

2.2.2. Research question.....................................................................................16

2.3. Object and scope of the study................................................................................17

2.4. Research Methods.................................................................................................17

2.5. Data collection methods........................................................................................18

2.6. Data analysis method:...........................................................................................18

2.7. Research results on restaurant buying behavior in the period of Covid.................18

2.7.2. Influence of Marketing Mix activities on restaurant service purchase

2.9. The influence of Marketing activities performed by Suon Muoi on service

CHAPTER 3: MARKETING SOLUTIONS FOR SUON MUOI TO INCREASE

3.1. Product recommendations.....................................................................................39

3.2. Proposal on price and sale promotion program.....................................................40

3.3. Proposal on distribution channel...........................................................................42

3.4. Communication proposal......................................................................................43

3.5. Other suggestions..................................................................................................44

TABLE OF FIGURE AND TABLE

CHAPTER 1: OVERVIEW OF THE SUON MUOI

SUON MUOI RESTAURANT . CO., LTD COMPANY LIMITED)

not an influencing factor. to service purchase behavior because customers can

 There are more forms of purchase and payment than competitors.

(Communi Internet advertising combined with point-of-sale tools. Communication

All parts of Suon Muoi are relatively well-trained in skills, have an

1.6. Marketing activities of Suon Muoi in the period of Covid

CHAPTER 2: RESEARCH OF THE BEHAVIOR OF

2.3. Object and scope of the study

Fear of increasing the risk of spreading the Covid 19 epidemic

Figure 2.2. Frequency of using restaurant services in the period of Covid – 19

From 1 to 3 times a week Use less than once a month

2.7.2. Influence of Marketing Mix activities on restaurant service purchase

help me shop with peace of mind

Table 2.2. Average score of sales promotion factors by income status

Clause Income Status Total

The restaurant is having promotions

I tend to tighten my spending during

I came across a restaurant with many

Constant offers from restaurants make

Clause Age Total

I only choose to buy at stores that

I often order goods at Grab,

I will continue to order food for

After the Covid 19 epidemic, I

Clause Age Total

I will continue to order food

Shipping costs will greatly affect

Number Percenta Percentage of the

Choosing to use Suon Muoi