Impact snapshot
- 01 Reversed revenue decline and restored growth within 3 months
- 02 Increased weekly transactions from ~600 to ~750 bills (+20–25%)
- 03 Delivered 5:1–10:1 marketing ROI on a lean budget (1.5–2% of revenue)
- 04 Grew delivery orders by 30% and Google search visibility by 20%
- 05 Achieved 25% YoY profit growth by mid-2025
Execution highlights
01
Operational discipline
- Implemented digital tracking for orders, expenses, and inventory
- Recalculated COGS across the menu to improve pricing and margins
- Introduced combo sets to lift order value and profitability
02
Localised marketing & demand generation
- Built online presence from zero (Facebook, Google, Zalo CRM)
- Activated local KOLs and food reviewers to attract new traffic
- Ran targeted ads with strict budget discipline, achieving strong ROI
03
Product & experience innovation
- Introduced the "Vị Dê Tây Bắc" menu aligned with the local Northern customer base
- Repositioned VIP rooms as a lower-cost alternative to karaoke
- Added sports viewing (LED screen) to increase group traffic
04
Customer-centric adaptation
- Partnered with ride-hailing services for safe-return incentives
- Offered overnight parking to align with changing drink-driving regulations