Decoding the phenomenon of the F&B business

Pizza 4P’s is a pizza model based in Vietnam, by the Japanese couple Yosuke Masuko – Sanae Tagatsuki. From a restaurant in a small alley on Le Thanh Ton avenue, this model is now current in Hanoi, Ho Chi Minh Metropolis, Da Nang, Nha Trang, Hai Phong with a complete of 24 branches.

That is additionally one of many profitable startups within the harsh F&B business. In Might 2019, Pizza 4P’s accomplished receiving funding capital from Mekong Capital’s fund. Beforehand, this restaurant chain additionally efficiently raised capital from Seedcom, Chikaranomoto (who owns the Ippudo ramen restaurant chain in Japan) and Locotto.

In response to VIRAC information, Pizza 4P’s income in 2017 reached greater than 283 billion VND, up 79% over the earlier 12 months and in 2018 elevated by 45% to 411 billion VND. When it comes to revenue, Pizza 4P’s revenue was 33.Three billion dong in 2017, greater than 6 occasions increased than 5.5 billion dong in 2016. In 2018, revenue elevated by about 65%.

Though showing fairly late in Vietnam in comparison with huge manufacturers like Pizza Hut, Domino’s Pizza, Pizza 4P’s rapidly received the hearts of Vietnamese individuals. These branded pizzas have even turn out to be a must-try for gourmets. Even throughout the vacation season, Pizza 4P’s frozen pizzas or pastas are additionally hunted all through the web market, and many individuals even collect to promote at the next value.

Decoding the phenomenon of the F&B industry - Pizza 4Ps: No advertising, promotions are still hunted in the middle of the epidemic season, appearing on supermarket shelves, selling online via Shopee, Lazada... - Photo 1.

Pizza 4P’s frozen merchandise are wanted on the web market.

So why are pizzas originating from Italy, created by the Japanese, so fashionable with Vietnamese individuals?

Branding with buyer satisfaction

“Location, location and placement” is usually thought-about as a manifesto within the F&B business, to emphasise the significance and decisiveness of this issue to the success of an F&B restaurant. Nevertheless, a handy location might appeal to first-time guests, however it’s high quality that makes them come again repeatedly. That is most likely true of Pizza 4P’s.

As an alternative of regularly launching promotions and low cost combos like many opponents in the identical business, Pizza 4P’s solely focuses on speaking constant messages similar to: farm-to-table course of, do-it-yourself cheese, Pure crab farm, natural greens, good for well being.

And based on the founder, to make sure the standard of substances in addition to deliver the freshest style, they develop their very own cheese manufacturing facility, cooperate with farmers in Da Lat to actively supply natural greens. and lift their very own cows for milk – the primary uncooked materials for cheese manufacturing. Recent cheese and greens from suppliers are gathered on the cheese manufacturing facility, transported in a single day to Pizza 4P’s kitchens in HCMC, Hanoi and Da Nang to be used the subsequent day. Solely serve the freshest, if you cannot purchase it, make it your self.

In an interview with VTV4, the founder and spouse of Yosuke Masuko – Sanae Tagatsuki stated that in addition they hold the inherent carefulness and meticulousness inherent in Japanese enterprise. For instance, for pizza recipes, Pizza 4P’s restaurant has its personal guidelines about utilizing toppings for every sort of cake, from how one can reduce the cake for six or eight individuals to eat, how one can put cheese on the cake, to The topping is evenly distributed amongst every bit.

Decoding the phenomenon of the F&B industry - Pizza 4Ps: No ads, promotions are still hunted in the middle of the epidemic season, appearing on supermarket shelves, selling online via Shopee, Lazada... - Photo 2.

Along with the product, the service can be the issue that brings the popularity of Pizza 4P’s. Earlier than Covid-19 hit, this model utterly stated no to on-line gross sales, however solely in-store. Clear, stunning, elegant house, pleasant {and professional} service perspective, with the ability to witness the pizza making course of firsthand are the plus factors that make this model all the time assured with the “precept” of serving solely on the spot. . It’s identified that every waitress have to be skilled 2-Three months and it takes 3-6 months to coach a kitchen employees and pizza employees.

In addition to, Pizza 4P’s staff all the time attempt to get buyer suggestions, about 20,000 critiques/month to promptly enhance product and repair high quality.

Founder Masuko himself additionally affirmed that the corporate doesn’t deal with promoting however focuses on the standard of the cake. “Having the ability to make clients completely happy is the simplest manner of promoting”, he confirmed.

Being “backed” by a “respected” expertise staff

Behind the success of Pizza 4P’s is just not solely the standard of services but in addition the “again” of the “cultivator’s” expertise staff.

Up to now, the job of the IT staff at Pizza 4P’s was merely to carry out duties similar to ensuring the digicam programs, merchandising gear or wifi,… operated usually.

Nevertheless, the arrival of Covid-19 pressured Pizza 4P’s to search out new sources of income within the context of eating places having to shut due to the social distancing order. This model has deserted the “precept” of serving solely on the restaurant for the previous 9 years to deploy a web based gross sales channel, residence supply. Nevertheless, as an alternative of switching to apps like Seize, Gojek or Now, Pizza 4P’s constructed a gross sales channel by means of its personal web site and even developed a battery in a thermos to maintain the meals in good situation. Finest. On this manner, Pizza 4P’s is totally proactive in supply in addition to in receiving suggestions, by means of contact factors and operational enhancements.

Not solely receiving orders and delivering items, however all different processes at Pizza 4P’s 24 shops are managed by a 100% “do-it-yourself” expertise system, from digital invoices to constructing buyer response processes. suggestions with clients and companions, staff.

Decoding the phenomenon of the F&B industry - Pizza 4Ps: No advertising, promotions are still hunted in the middle of the epidemic season, appearing on supermarket shelves, selling online via Shopee, Lazada... - Photo 3.

Ordering web site interface constructed by Pizza 4P’s staff

Within the management staff of Pizza 4P’s, there’s a place of Chief Innovation Officer, which is held by Kelly Tran. She graduated with bachelor’s and grasp’s levels in Laptop Science within the US, visiting Harvard and spent a few years working within the expertise subject, establishing herself in addition to working for big firms overseas.

As soon as in an interview with Vietcetera, Kelly Tran shared:We’ve to coordinate with everybody, from the gross sales employees, to the digital invoicing employees, and so forth. We do not have a complete week to do these issues, we’ve got to watch each hour. The speed of enchancment is about 12 hours. Once we launch a product, we construct suggestions loops with not solely clients but in addition companions and staff. We did this for months on finish, till the tempo of enchancment dropped to simply 1-2 weeks.”

Kelly Tran additionally excitedly revealed that if Tiki took 24 days emigrate the system to Google Clouds, Pizza 4P’s solely wanted 7 days. Pizza 4P’s web site is even within the prime 10 of e-commerce in Vietnam, subsequent to huge names like Tiki, Lazada, Shopee, Cellular World, and so forth.

Sharing about future targets, Kelly Tran stated:Our imaginative and prescient is to turn out to be a number one firm in Vietnam, specializing in clients. There are actually not many customer-first firms in Vietnam. In 2021, we are going to apply AI to all upline merchandise as a result of F&B is a Huge information business. We may even use the “web of issues” to automate as many issues as potential. That is the one manner we will scale to 1,000 eating places.”

Versatile gross sales technique

For a very long time, Pizza 4P’s has launched a separate meals gross sales channel known as Field 4P’s. Along with restaurant use, Pizza 4P’s additionally sells its cheese to Horeca (eating places, accommodations…), some mini grocery store chains and on Field 4P’s.

In addition to, as talked about above, the best way Pizza 4P’s sells has modified fairly a bit for the reason that Covid-19 pandemic began. Through the first outbreak, due to the take-out channel, Pizza 4P’s recorded a income of VND 30 billion, delivered greater than 60,000 orders and grew month-to-month.

Decoding the phenomenon of the F&B industry - Pizza 4Ps: No advertising, promotions are still hunted in the middle of the epidemic season, appearing on supermarket shelves, selling online via Shopee, Lazada... - Photo 4.

Pizza 4P’s frozen merchandise

On the finish of July 2021, within the context of a severe new Covid-19 wave, Pizza 4P’s opened extra real shops on Shopee and Lazada. This continues to be a transfer that reveals that this model can be looking for methods to “save” income whereas your complete F&B business is “hibernation”. In simply a short while, the frozen pizzas supplied by Pizza 4P’s have triggered a fever, recording gross sales of 200-300 items of every sort, to not point out a sequence of merchandise which might be collected and bought on the web market. Nevertheless, as a result of tight distancing coverage, Pizza 4P’s merchandise on e-commerce platforms are at the moment restricted, solely offering recent Burrata cheese.

As well as, Pizza 4P’s additionally cooperates with many retail chains similar to Farmi.vn, Annam Gourmand, FamilyMart Vietnam, Tops Market, Genshai, and so forth. to distribute its frozen merchandise extra extensively, thereby diversifying its income sources. accumulate.

Hoang Thuy

By Enterprise and Advertising