Pizza-Presentation

SUCCESS ELEMENTS IN Q.S.R INDUSTRY

CONTENTS

1. Introduction3. Keys to success4. Conclusion5. Acknowledgement

The quick service fast food industry is growing significantly and expanding all over the world.

In Asian countries, especially in Vietnam, fast food industry is going to be well-known by its speed and effective price through professional customer service and quality products.

Otherwise, for long-term success, fast food industry will need more than that.

The research is based on the market research and dining experience of Pizza Hut, Domino’s Pizza, Al Fresco’s, Pepperonis, Pizza 4P’s, Pizza Inn and The Pizza Company, these most powerful quick service restaurants in Vietnam to show an overall view and determine critical factors for a fast food restaurants to be a leader in this aggressive market.

INTRODUCTION

1. Logo and Slogan2. Menu

1.Price2.Inside the menu

3. Customer service4. Promotion

KEYS TO SUCCESS

LOGO AND SLOGAN

• Famous since 1958.• Subsidiary of Yum! brandHistory

• 37 stores in Vietnam. • 19 in HCM, 10 in HNNetwork

•ACDR (Affordable Casual Restaurant)Store Model

Responsive brand.

Well - adapted in different countries, even countries with contrary cultures.

“Pizzas and more…”

• What Hut can offer to customers is not just pizzas

• Famous since 1960.History


• Delivery and takeawayStore Model

30 minutes delivery guarantee

Heat Wave box innovation

Payment over – the – counter (OTC)

“Baked with goodness.”

• The best of best in every piece.



• Mexican restaurantStore Model



• Mexican restaurantStore Model

Belong to The Al Fresco’s GroupMexican dining culture

“Fall for something new…”

• Simple but meaningful slogan


• 1 restaurant in HCM, VietnamNetwork

• Royal style restaurantStore Model

Royal style restaurantJapanese – Italian culture

Home-made cheese

“Delivering Wow and Happiness”

• “Feel good” factor is the top priority.


• 8 stores in Vietnam.• 6 in HCM, 1 in HN.Network

• ACDR (Affordable Casual Dining Restaurant)Store Model

“I love Pizza Inn”

• Prioritize the value of the brand.

FOR LOGO AND SLOGAN

LOGO

Will it be impressive?Can it take customer’s attention?Will it be well-adapted to current styles?

SLOGAN

Will it be recognizable?Will it identify the brand?Can it go along well with the logo?

LOCATION AND PARKING PLACE

Domino's Pizza Hut Al Fresco's Pepperonis Pizza 4P's Pizza Inn0

5

10

15

20

25

30

14

19

8

3

1

6

2

10

13 13

01

Number of stores in HCM & HN

Ho Chi Minh Ha Noi

BRANDS NETWORKDomino’s 16 stores in Vietnam. 14 in HCM, 2 in HN.

Pizza Hut 16 stores in Vietnam. 14 in HCM, 2 in HN.

Al Fresco’s 23 stores in Vietnam. 8 in HCM, 13 in HN.

Pepperonis 14 stores in Vietnam. 2 in HCM, 12 in HN.

Pizza 4P’s 1 store in HCM, Vietnam

Pizza Inn 8 stores in Vietnam .6 in Ho Chi Minh, 1 in Ha Noi.


BRANDS LOCATIONDomino’s Stand Alone (local residents area)

Pizza Hut Mall (Nowzone,Diamond)Stand Alone

Al Fresco’s Stand Alone (City Centre)

Pepperonis Mall (Parkson)Stand Alone (City Centre)

Pizza 4P’s Stand Alone (City Centre)

Pizza Inn Stand Alone (Local residents)


BRANDS SQM(approx.)

NUMBER OF SEATS

(approx.)

NUMBER OF KITCHENS

(approx.)

NUMBER OF CASHIERS

Domino’s 100-150 60-70 1 1

Pizza Hut 100-200 100-150 2-3 2-3

Al Fresco’s 200-250 90-100 2-3 1

Pepperonis 50-100 70-80 1 1

Pizza 4P’s 150-200 60-70 1 1

Pizza Inn 100-150 40-50 1 1

T.P.C 150-200 100-120 1 1

BRANDS PARKING PLACE

CONVENIENCE FEES PARKING SERVICE

Pizza Hut Store’s area Broad Free FriendlyCaring

Domino’s Store’s area Narrow Depends Friendly

Al Fresco’s Nearby Narrow Depends Unfriendly

Pepperonis Nearby Narrow Free FriendlyCaring

Pizza 4P’s Store’s area Wide Free Friendly

Pizza Inn Store’s area Wide Free Friendly


BRANDS TARGET CUSTOMERDomino’s Student.

FamilyPizza Hut White collars .

GroupsAl Fresco’s Foreigners

GroupsWhite collars

Pepperonis ForeignersGroups

Pizza 4P’s Japanese GroupsWhite collars

Pizza Inn StudentsFamily

Domino’s Pizza Hut Al Fresco’s Pepperonis Pizza 4P’s Pizza Inn

Entry Level x x

Middle x x x

Upper Middle x x x x x

High x x x x

Six Figure x x

BRANDS TASTY PROFESSIONAL CUSTOMER

SERVICE

HIGH REPUTATION

OTHER REASONS

Domino’s x x Promotions

Pizza Hut x x x Diverse menu

Al Fresco’s x x x Great ribs

Pepperonis x x Cheaper than Al Fresco’s

Pizza 4P’s x x x New style of pizza

Pizza Inn x Loyal customer

FOR LOCATION AND PARKING PLACE

LOCATION

Can it minimize the cost and maximize the revenue?Can it help gathering target customers?Is it suitable for customers nearby?Does the traffic pattern become an advantage for the location?Can it have the parking place within?Should it be placed near direct competitor?

FOR LOCATION AND PARKING PLACE

PARKING PLACE

Is it wide?Is it suitable for car parking?Should it be free?Are security guards well-trained?

MENU

PIZZA HUT Eye-catching red menuVarious meal choicesVeggie meals for vegetariansWell-designated picturesSeparate menu for meal deals

DOMINO’S DisconcertedIncludes meal deals, combosOne menu has it all

AL FRESCO’S Vintage styleVarious meal choices

PEPPERONIS Friendly with different kinds of customersVarious meal choices

PIZZA 4P’S Various meal choicesClear pizza categorySeparate page for home-made cheese

PIZZA INN Bad menu layoutDisconcerted

MENU

BRANDS VIETNAMESE ENGLISH OTHER LANGUAGES

Domino’s x x

Pizza Hut x x

Al Fresco’s x x

Pepperonis x x

Pizza 4P’s x x Japanese

Pizza Inn x x

MENU

BRANDS APPETIZER PIZZA MAIN MEALS

DESSERTS SOFT DRINKS

OTHER(Beer, wine, combo, meal

set..)Domino’s x x x x Meal deals,

ComboPizza Hut x x x x x Kid’s set,

Combo, Meal deals

Al Fresco’s x x x x x Wine, Cocktails, Mojito

Pepperonis x x x x x Wine, Mojito, Juice

Pizza 4P’s x x x x x Wine, Cocktails

Pizza Inn x x x Beer

INSIDE THE MENU

INSIDE THE MENUBRANDS NO. OF

TOPPINGSNO. OF INGREDIENTS

SPECIAL FEATURES

Pizza Hut 16 21 Pesto Sauce – part of Italian cuisines since Roman times

Domino’s 12 28 Cheddar cheese - the most consumed cheese in the world- From Somerset, England

Al Fresco’s 18 26 Thousands Island dressing – from United StatesCaesar dressing – from MexicoParmesan cheese – from Parma, Italy

Pepperonis 18 37 Thousands Island dressing – from United StatesCaesar dressing – from MexicoParmesan cheese – from Parma, Italy

Pizza 4P’s 16 66 Okono Miyaki sauce – Specialty Japanese dressingPumpkin flower, asparagus and other fresh vegetables from farmCamembert – from Camembert, FranceRicotta –from ItalyGorgonzola – veined Italian blue cheese

Pizza Inn 15 22 New Pizza : Texas Pizza and Mui Ngo Gai

INSIDE THE MENU

BRANDS SIZE (inch) CRUST LAYER

Pizza Hut 6” 9” 12” Pan crustThin Crust

Cheese Sausage

Domino’s 7” 9” 12” Pan crustNew York crustThin crust

Cheese

Al Fresco’s 9” 11” 13” Pan crustThin crust

Cheese

Pepperonis 7” 11” Pan crustThin crust

Cheese

Pizza 4P’s 9” 12” Pan crustThin crust

Pizza Inn 9” 13” Pan crustThin crust

Cheese

PRICE

BRANDS PRICE STRATEGIES

Pizza Hut Market skimming : _Minimum share of the market – Maximum profit_Gathering different groups of customer

Domino’s Barbell:_Best prices for the best of both worlds_For both price-sensitive and less price-sensitive customers

Al Fresco’s Bullet:_Based on target customers_Earning the highest income

Pepperonis Bullet:_Based on target customers_Earning the highest income

Pizza 4P’s Premium:_Expressing the exclusiveness of the product_Gain more sales and attractiveness

Pizza Inn Economy and Premium:_Expressing the exclusiveness of the product_Economy recession prevention

FOR MENU

INSIDE THE MENU

Can it show the language of food?Is it well-arranged?Does its layout make the menu more brilliant and easy to see?Does it have well-designated commercial pictures?

PIZZA IN THE MENU

Is it eye-catching?Does it mark the brand?Is there any innovations in crusts and layers?Can toppings and ingredients make a pitch for the brand?

FOR MENU

PRICE STRATEGY

Is it based on target customers?Can it stay competitive with another brand with same products?Shall we think about psychology pricing strategies?Is the price be flexible with economy, especially economic recession?

FOR MENU

CUSTOMER SERVICE

BRANDS LEADER’S UNIFORM STAFF’S UNIFORM

Pizza Hut Red shirtName tag attached

Orange shirtBlack apronName tag attached

Domino’s Blue hatLight blue shirtName tag attached

Blue hatDark blue shirtName tag attached

Al Fresco’s Black shirt/dress White shirtBlack apron

Pepperonis Black shirt/dress Red shirtRed apron

Pizza 4P’s White shirt/black dress Black shirtPurple apronName tag attached

Pizza Inn White shirt Orange shirtName tag attached

BRANDS GREETINGS INTRODUCTION DURING MEALS AFTER MEALS CASHIER

Pizza Hut _Open the door and smile_“Welcome to Pizza Hut”_”I’ll be back a minute later”_“Thank you for coming to Pizza Hut

_Full introduction about menu and on-going promotions

_Serve the first piece of pizza_Suggest more dishes_Ask for the satisfaction

_Ask for the satisfaction_Clean up the table_Offer desserts

_Slow cashier

Domino’s “Welcome to Domino”“Thank you”

_On-going promotions

Nothing Nothing _Pay over-the-counter (OTC)

Al Fresco’s _Open the door and smile _Only if asked _Clean up the table_Fill up drinks

_Clean up the table_Offer desserts

_Slow cashier_Bill attached customer satisfaction survey, manager’s business card, leaflet menu, promotions

Pepperonis _Open the door and smile _Only if asked _Clean up the table_Fill up drinks

_Clean up the table_Offer desserts

_Slow cashier_Bill attached customer satisfaction survey, manager’s business card, leaflet menu, promotions

Pizza 4P’s _Open the door and smile_”Welcome to Pizza 4P’s.Have you made a reservation?”_”Thank you for coming to Pizza 4P’s “

_Only if asked _Clean up the table _Offer desserts _Slow cashier

Pizza Inn _“Welcome to Pizza Inn”_”Thank you for coming to Pizza Inn”

_New pizzas _Clean up the table _Offer desserts _Fast cashier

BRANDS GREETINGS DELIVERY SCOPE

DELIVERY FEES

DELIVERY TIME

EXTRA FEES

Pizza Hut “Welcome to Pizza Hut. May I help you?”

Within 3km in the delivery zone

Free for orders from 100.000

30 minutes (confirmation call )

Orders under 100.000

Domino’s “Welcome to Domino’s Pizza. What would you like to order?”



30 minutes*Orders more than 300.000 receive confirmation call

None

Al Fresco’s “Welcome to Al Fresco’s. May I help you?”



Confirmation call None

Pepperonis “Welcome to Pepperonis. May I help you?”



Confirmation call None

Pizza Inn “Welcome to Pizza Inn. What would you like to order?”

Negotiable Free Negotiable Negotiable

FOR CUSTOMER SERVICE

UNIFORM

Are staffs well-dressed?Do staffs look professional?Does uniform mark the brand?


DINE-IN SERVICE

Does the greetings disarm customers?Does dine-in service make customers feel cared?Can customers be acknowledge of products by staff’s introduction?Can dine-in service help gaining more sales during and after meals?Is cashier quick and precise enough?


DELIVERY SERVICE

Do we need to have a delivery scope?Do we need to make a delivery duration?Should the delivery service be free?Do we need to make delivery commitment?Are delivery staffs well-trained?


5P’s OF EXCELLENT CUSTOMER SERVICE

PROCESSPRODUCTPRESENTATIONPRICEPEOPLE

PROMOTION

BRANDS PROMOTION DURATION TIMEFRAMES PROMOTION SCOPE

LONG-TERM PROMOTION

Long-term Short-term

Pizza Hut More than 3 months Less than 3 months Whole weekParticular season

Dine – inTakeawayDelivery

Meal setsLUMIA VIPParty setsBig box

Domino’s More than 6 months 1 month Whole weekSlow hoursDefinite date


Meal setsBuy 1 get 1Happy hour discountTechcombank cardholder discount

Al Fresco’s More than 6 months Less than 3 months Whole weekDefinite date


Meal setsBirthday discountJCB cardholder discountTuesday dealsFriday deals

Pepperonis More than 6 months Less than 3 months Whole weekDefinite date


Meal setsSchool dealsParty setsBirthday discountMonday dealsThursday deals

Pizza Inn More than 6 months None Whole week TakeawayDelivery

Stamps collection for free pizzaFree drinks

FOR PROMOTION

Do we want customers to purchase more frequently, buy in greater volume, or be attracted to new or different offerings?Do we want to lure new customers into our stores?Do we want lapsed customers to give the brand another try?Do we want to boost business during slow hours, weekdays or particular seasons?

CONCLUSION

WHAT MAKES A TRUE SUCCESS OF THE PIZZA COMPANY?

Differentiated brand imageryBest locationUnderstanding your restaurant’s style and source in menuQuality foodTargeted value propositionEmpowered staffsProfessional customer serviceMaximum buying leverage

And more than that…

WINNING ATTITUDE

The pessimist sees difficulty in every opportunity. The optimist sees the opportunity in every difficulty. — Winston Churchill

Acknowledgment

I would like to express my very great appreciation to Ms. Huong Vo for her valuable and constructive suggestions during the planning and development of this research work. Her willingness to give her time so generously has been very much appreciated.

I would also like to thank Ms. Nga Vo, Ms. Thuy Huynh, Ms. Trang Phan and Ms. Yen Lam for giving me more information about pizza.

I would also like to extend my thank to Team Intern for their help in offering me the resources in completing the survey.

THANK YOU FOR YOUR LISTENING

SUCCESS ELEMENTS IN Q.S.R INDUSTRY

NGUYEN VO XUAN AN – BUSINESS ANALYST INTERN

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Pizza-Presentation