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Homestead survey

Tr動董ng Lan H動董ng
Tr動董ng Lan H動董ng

- An online survey was conducted with 57 Vietnamese people in the Fields Corner area of Boston to understand their caf辿 preferences and awareness of home.stead bakery and caf辿. - Most respondents were students aged 18-30. While over 70% knew of home.stead, only 26% had visited. Negative reviews mentioned the price and lack of Vietnamese food/menu. - To attract more Vietnamese customers, the recommendations include adding more Vietnamese menu items and signage, hiring Vietnamese staff, and improving the loyalty program with targeted promotions in Vietnamese. Breaking down language barriers is key to overcoming perceptions that the caf辿 is unfriendly to Vietnamese customers.

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SURVEY Howcanhome.stead attract more customers ? RESULT and RECOMMENDATION HUONG TRUONG | TRUONGLANHUONG.FTU @GMAIL.COM INSTRUCTOR: Professor WERNER H. KUNZ
An online survey was created to identify the awareness level of home.stead bakery and caf辿 as well as caf辿 routine of Vietnamese in Fields Corner Area. DEMOGRAPHIC Nearly 75% of people who answered this survey were students (From 18 to 30 years old, mostly Bunker Hill and Umass Boston students) 70% live within 1 mile form Fields Corner station. 54% 21% 18% 7% AGE 18-25 25-30 30-40 Over 40 SURVEY RESULT| SAMPLE SIZE: 57 41Studying Most of the survey participants are studying outside Fields Corner area 66% 29%Bunker Hill Umass Boston Others 16Working 12 4 Working within 1 mile from Fields Corner Station Working over 1 mile from Fields Corner Station 51.9% KNOW HOME.STEAD BUT HAVE NOT TRIED 22.8% D O N T K N O W H O M E . ST E A D 26.3% A L R E A D Y T R I E D H O M E . ST E A D 77% of survey participants know home.stead but only 26.3% told that they have already came in. Most of these people live within 1 mile from Fields Corner Station, more than 90% of them have not searched for home.stead or visited any owned channels of this caf辿. Among 22.8% participants who do not know home.stead, there are 4 people lives within 1 miles from Fields Corner stations and 2 more working in this area. Two of them known that there was a caf辿 in the Adam st and Dorchester corner but did not notice the name. Male: 30 | Female: 27
37.9% 27.6% 17.2% 13.8% 13.8% 10.3% Looks expensive Have another favorite caf辿 Negative review from aquaintances Do not like the style Do not have demand No particular reason SURVEY RESULT| SAMPLE SIZE: 29 WHYV I E T N A M E S E K N O W H O M E . S T E A D B U T H AV E N O T T R I E D ? There are 5 people said that they did not want to go to home.stead because of some negative feedbacks from their acquaintance. All of these feedback mentioned the price and some complained that the taste of foods were not their favorites. Some people had a feeling that home.stead did not welcome Vietnamese. 100% 60% 20% 40% Expensive Taste of foods Not welcome Vietnamese No Vietnamese menu PA RT I C U L A R R E A S O N S A B O U T D E S I G N A N D S T Y L E O F H O M E . S T E A D T H AT M A K E P E O P L E D O N O T N O T I C E O R D O N O T WA N T T O C O M E I N N E G AT I V E R E V I E W S F RO M AQ UA I N TA N C E S (VIETNAMESE KNOW HOME.STEAD BUT HAVE NOT TRIED) 41.4% hard to notice the name of home.stead (the position of the board is high, no board in front of the caf辿,) 34.4%Style looks expensive (mainly because of the color and the decoration) 20.1%No Vietnamese inside, feel like not welcome Vietnamese (just their feeling)
(VIETNAMESE WHO ALREADY COME IN) SURVEY RESULT| SAMPLE SIZE: 15 WHAT V I E T NA M E S E T H I N K A B O U T H O M E . ST E A D A F T E R C O M E I N ? 40.0% 33.3% 20.0% 20.0% 93.3% 66.7% 46.7% 40.0% 40.0% 40.0% 26.7% 20.0% 20.0% 20.0% 13.3% Vietnamesecoffee Goodfoods Friendlyownersandstaffs Freewifi Expensive Notmyfavoritetaste NoVietnamesefood NoVietnamesemenu Hardtoreadmenu Toosmall Cannotgowithagroup Toohot Theareaisnotsafety Longwaitingtime CannotuseVietnamese POSITIVE FEEDBACK Percentage of positive feedback is much lower than negative. Free wifi is an advantage because customers want to study in the caf辿 (but they have to ask for the password) NEGATIVE FEEDBACK All participants think that the price ranges of home.steads product are high and overprice. Vietnamese people preferred the taste of Vietnamese foods and found inconvenience because of no Vietnamese menu in the caf辿. Over-40-years old customers also did not like because they have to use English while they was not good in this language. The space was small and the atmosphere in the caf辿 was also too quite to go in with a group of more than three people. One particular thing that they did not like was about the high temperature inside home.stead. RETENTION RATE 13.3% Only 2 over 15 survey participants want to return to home.stead No one would recommend home.stead to their acquaintances .
SURVEY RESULT| SAMPLE SIZE: 57 WHERE V I E T NA M E S E WA N T T O H A N G O U T ? (Note: One person may have more than one reason) 41% 23% 11% 7% 6% 4% 3%3%2% Starbuck Dunkin Donut Libraries Milk tea shop Dot2dot Dot Caf辿 Caf辿 Bene Ball room Karaoke WHAT VIETNAMESE WANT TO DO IN THEIR FREE TIME? 5.3% 7.0% 7.0% 8.8% 10.5% 14.0% 14.0% 19.3% 19.3% 21.1% 22.8% 29.8% 64.9% Learn more Cookout Go to cinema Take part in an organization or club Go to ball room Go to karaoke Do volunteer job Just want to stay at home Reading Find another part time job Go drinking Cooking Hang out with friends Most of Vietnamese want to hang out in their free time and coffee shop is the top choice of hang out place. Coffee shops also have free wifi access for their customers so that they also can go for studying or group work. However, even though more than 30% of survey participant want to go to somewhere on the way back home, none of them want to go to a caf辿 in the Field Corner area even though they live there.
SURVEY RESULT| SAMPLE SIZE: 57 (Note: One person may have more than one reason) WHAT VIETNAMESES CONCERN ? 12.3% 14.0% 15.8% 17.5% 21.1% 26.3% 28.1% 29.8% 31.6% 31.6% 36.8% 45.6% Comestic Socialize Quality of food Fashion Cooking Transportation Health Work Part time job Living cost Fitness Study V I E T N A M E S E S FA V O U R I T E B R E A K FA S T VIETNAMESE BREAD (B叩nh m狸) VIETNAMESE SOUP (ph畛, b炭n b嘆, b炭n ri棚u)2.WHAT 1. The age range of this survey participants concentrated on 18 30 years old, so that their main concern is studying. Because many of them are international students so they also care about part time job and living cost COFFEEROUTINE 70% Go to c o f fee sho p at least one a week 28% Go to c o f fee sho p every 2 or 3 days 71% GO WITH FRIENDS 29%GO ALONE 10.5% 15.8% 19.3% 26.3% 33.3% 42.1% 56.1% Accidentally choose Social Network Aquaintances' review Promotion Friends work here Brand reputation Go with friends H O W V I E T NA M E S E C H O O S E A N E W C O F F E E S H O P ?
14.3% 19.0% 26.2% 38.1% 57.1% 69.0% Reading Group work Just want to sit here To study Go for food & drink Go with friends SURVEY RESULT| SAMPLE SIZE: 42 (Note: One person may have more than one reason) WHY VIETNAMESE L IKE STARBUCKS? 14.3% 16.7% 21.4% 26.2% 28.6% 28.6% 35.7% 42.9% 45.2% 59.5% Feeling welcome and comfortable Reasonable price The Amosphere Can be found everywhere No reason, usually go with friend On the way to school/work Starbuck Reward Because of brand Food & Drink Convenience (Free wifi, no limit time, large space,) 55%31% 9% 5% One a week Every 2, 3 days One a month Almost Everyday 83.3% STAY 16.7% TOGO WHY&HOWoftenT H E Y G O T O STA R B U C K ? Vietnamese usually go to Starbuck with their friends after working or studying because they can find Starbuck everywhere. They also like the welcome atmosphere in Starbuck. Moreover, some said that Starbuck is very convenience for studying (both individual and group work). The Starbuck Reward in particular make them pay more whenever have Active offer
62% 25% 13% One a week Every 2, 3 days One a month SURVEY RESULT | SAMPLE SIZE:24 WHY VIETNAMESE L IKE DONKIN DONUT? 12.5% 16.7% 29.2% 37.5% 50.0% 58.3% 79.2% Loyalty program Friends work in DD Food & Drink Open hours Easy to buy to go Convenience Low price91.7% TOGO 8.3% STAY WHY&HOWoftenT H E Y G O T O D O N K I N D O N U T ? 29.2% 45.8% 54.2% 62.5% 70.8% 91.7% Reasonable price For breakfast or late night meal Friend work here On the way Go with friend Buy food & drink to go S A M P L E S I Z E : 2 4 Dunkin Donut is the top of mind of customers about to-go coffee. This coffee chain attracted many Vietnamese because of the low price, convenience and wide open hours. 70.8% of young Vietnamese often go to Donkin Donut with their friends, 54.2% of them want to go because their friend work here.
SURVEY RESULT | CONCLUSION Vietnamese from 18 to 30 years old have habit to hang out after studying or working, and coffee shops are their first choice. Top of mind caf辿 of young Vietnamese are Starbuck with many advantages such as: good location, good brand position, friendly atmosphere, reasonable price, and loyalty program. Some people told that they willing to spend much more money on Starbuck when they have promotions or active offers. When consider a new caf辿, reviews from acquaintances or on social media are the most important. Brand reputation also crucial with many people. One particular reason is Vietnamese will come to some coffee shop even they dont like because their friends work there. The most concern of Vietnameses at this age range is studying. They also worry about the living cost and want to have part time job to earn money. COFFEEROUTINE Vietnamese over 30 years old have difference interests and concerns with the younger one. They worry more about their work and income. Most of them want to go drinking after work instead of go to the coffee shop. And if they needed, they will choose a coffee shop near their working place with the low price. They also do not like using English if not really necessary. About home.stead, even though more than 70% of survey participants live within one mile from Fields Corner Station, only 26.3% of them had already come in this caf辿. ABOUT HOME.STEAD Many Vietnamese people in this area has a perception that home.stead does not welcome Vietnamese because there only one Vietnamese style beverage and no Vietnamese food. They also complained because no Vietnamese menu, and they had to use English in the caf辿 (customers who are over 40 years old especially did not like this). There are two people lived in this area but did not notice home.stead, and the other ten told that it was hard to see the name board and its colors was not attractive. The style and decoration also create a feeling that this caf辿 was expensive. The menu board is hard to read (small font size) Some people like the quite atmosphere of home.stead, however, some people found that this atmosphere was not suitable for group of more than three people.
RECOMMENDATION To a t t r a c t m o r e c u s t o m e r f o r home.stead Break down languages barriers - attract Non-English-Speaking customer Improve loyalty program to personalize level. Hire Vietnamese staffs and add more Vietnamese style foods or beverage into Menu. Create campaign to change the perception about the atmosphere. Create communitive with customers who have healthy lifestyle
RECOMMENDATION| Firstly, to break down the language barriers, home.stead should give all information in different languages to make sure that customers can find everything they need without making any conversation. - Give all information in different languages: Menu, wifi, rest room, cleaning guides, - Add Vietnamese subtitle to the menu or create separate Vietnamese menu (both paper menu and board menu). Increase font size of board menu. - Put unique number/code for all or foods, drinks, so that customers just need to tell the number, do not need to use the whole name. - Put wifi password to everywhere (customers dont have to ask): on the corner of the table, on the menu, on the build, on the door, - Add Vietnamese books, newspapers, magazine. - Create a welcome board in front of the caf辿 with English and Vietnamese. - Stick a warm goodbye on the door in English and Vietnamese. This message may remind customers to buy something to go with a discount ( Ex: Do you forget anyone is waiting for you at home? Give her a warm hug with our cookies with only xxx dollar (special price for to-go-customer)) In addition, home.stead can created ticked menu and put it in front of the caf辿 with a Call to action slogan (ex: Tale a look and take our one-step- order). Customers can tick to choose their favorite foods and give it to the cashier immediately or take away to consider. B R E A K D O W N L A N G U A G E B A R R I E R S IMPROVE LOYALTY PROGRAM TO PERSONALIZE LEVEL Require more personal information for loyalty program to improve quality of loyalty program: Age, gender, nationality, mobile number,... and create more dedicate campaign for these customers. - Promotion for Loyalty program must be personal and special. For example: If the customers is a Vietnamese girl create a wish on Vietnamese womens day. In Vietnamese mothers day or fathers day, home.stead can offer discount for food with Vietnamese customers with an emotional message (ex: Dont forget to bring happiness for your father with the sweet cake in the fathers day. Take this message to home.stead and get a discount of 20% of all the cakes on xxxxx) - Create Lunar New Year campaign for Asian customers.
RECOMMENDATION| - Young Vietnamese tend to go to the coffee shop that their friends work in. Home.stead should hire more Vietnamese staff, create special internal marketing campaign for staffs, such as have some benefit or bonus to staffs who can invite friend to be loyalty customers. - Encourage staffs share and invite friends to home.steads events. - Create a big name tag for staff in order to let customers know the name of staff, and know that who is Vietnamese if they need to communicate in Vietnamese. H I R E V I E T N A M E S E S TA F F S ADD MORE VIETNAMESE STYLE FOODS OR BEVERAGE INTO MENU Food and beverage tastes are the core value of a coffee shop, so that home.stead should add more Vietnamese style dishes to increase retention rate of Vietnamese customers, especially some simple take away foods like Vietnamese Bread, Chili salt grilled bread (hot street food of Vietnam) CREATE DEDICATE CAMPAIGN FOR VIETNAMESE CUSTOMERS Food and beverage tastes are the core value of a coffee shop, so that home.stead should add more Vietnamese style dishes to increase retention rate of Vietnamese customers, especially some simple take away food for breakfast like Vietnamese style bread.

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Homestead survey

  • 1. SURVEY Howcanhome.stead attract more customers ? RESULT and RECOMMENDATION HUONG TRUONG | TRUONGLANHUONG.FTU @GMAIL.COM INSTRUCTOR: Professor WERNER H. KUNZ
  • 2. An online survey was created to identify the awareness level of home.stead bakery and caf辿 as well as caf辿 routine of Vietnamese in Fields Corner Area. DEMOGRAPHIC Nearly 75% of people who answered this survey were students (From 18 to 30 years old, mostly Bunker Hill and Umass Boston students) 70% live within 1 mile form Fields Corner station. 54% 21% 18% 7% AGE 18-25 25-30 30-40 Over 40 SURVEY RESULT| SAMPLE SIZE: 57 41Studying Most of the survey participants are studying outside Fields Corner area 66% 29%Bunker Hill Umass Boston Others 16Working 12 4 Working within 1 mile from Fields Corner Station Working over 1 mile from Fields Corner Station 51.9% KNOW HOME.STEAD BUT HAVE NOT TRIED 22.8% D O N T K N O W H O M E . ST E A D 26.3% A L R E A D Y T R I E D H O M E . ST E A D 77% of survey participants know home.stead but only 26.3% told that they have already came in. Most of these people live within 1 mile from Fields Corner Station, more than 90% of them have not searched for home.stead or visited any owned channels of this caf辿. Among 22.8% participants who do not know home.stead, there are 4 people lives within 1 miles from Fields Corner stations and 2 more working in this area. Two of them known that there was a caf辿 in the Adam st and Dorchester corner but did not notice the name. Male: 30 | Female: 27
  • 3. 37.9% 27.6% 17.2% 13.8% 13.8% 10.3% Looks expensive Have another favorite caf辿 Negative review from aquaintances Do not like the style Do not have demand No particular reason SURVEY RESULT| SAMPLE SIZE: 29 WHYV I E T N A M E S E K N O W H O M E . S T E A D B U T H AV E N O T T R I E D ? There are 5 people said that they did not want to go to home.stead because of some negative feedbacks from their acquaintance. All of these feedback mentioned the price and some complained that the taste of foods were not their favorites. Some people had a feeling that home.stead did not welcome Vietnamese. 100% 60% 20% 40% Expensive Taste of foods Not welcome Vietnamese No Vietnamese menu PA RT I C U L A R R E A S O N S A B O U T D E S I G N A N D S T Y L E O F H O M E . S T E A D T H AT M A K E P E O P L E D O N O T N O T I C E O R D O N O T WA N T T O C O M E I N N E G AT I V E R E V I E W S F RO M AQ UA I N TA N C E S (VIETNAMESE KNOW HOME.STEAD BUT HAVE NOT TRIED) 41.4% hard to notice the name of home.stead (the position of the board is high, no board in front of the caf辿,) 34.4%Style looks expensive (mainly because of the color and the decoration) 20.1%No Vietnamese inside, feel like not welcome Vietnamese (just their feeling)
  • 4. (VIETNAMESE WHO ALREADY COME IN) SURVEY RESULT| SAMPLE SIZE: 15 WHAT V I E T NA M E S E T H I N K A B O U T H O M E . ST E A D A F T E R C O M E I N ? 40.0% 33.3% 20.0% 20.0% 93.3% 66.7% 46.7% 40.0% 40.0% 40.0% 26.7% 20.0% 20.0% 20.0% 13.3% Vietnamesecoffee Goodfoods Friendlyownersandstaffs Freewifi Expensive Notmyfavoritetaste NoVietnamesefood NoVietnamesemenu Hardtoreadmenu Toosmall Cannotgowithagroup Toohot Theareaisnotsafety Longwaitingtime CannotuseVietnamese POSITIVE FEEDBACK Percentage of positive feedback is much lower than negative. Free wifi is an advantage because customers want to study in the caf辿 (but they have to ask for the password) NEGATIVE FEEDBACK All participants think that the price ranges of home.steads product are high and overprice. Vietnamese people preferred the taste of Vietnamese foods and found inconvenience because of no Vietnamese menu in the caf辿. Over-40-years old customers also did not like because they have to use English while they was not good in this language. The space was small and the atmosphere in the caf辿 was also too quite to go in with a group of more than three people. One particular thing that they did not like was about the high temperature inside home.stead. RETENTION RATE 13.3% Only 2 over 15 survey participants want to return to home.stead No one would recommend home.stead to their acquaintances .
  • 5. SURVEY RESULT| SAMPLE SIZE: 57 WHERE V I E T NA M E S E WA N T T O H A N G O U T ? (Note: One person may have more than one reason) 41% 23% 11% 7% 6% 4% 3%3%2% Starbuck Dunkin Donut Libraries Milk tea shop Dot2dot Dot Caf辿 Caf辿 Bene Ball room Karaoke WHAT VIETNAMESE WANT TO DO IN THEIR FREE TIME? 5.3% 7.0% 7.0% 8.8% 10.5% 14.0% 14.0% 19.3% 19.3% 21.1% 22.8% 29.8% 64.9% Learn more Cookout Go to cinema Take part in an organization or club Go to ball room Go to karaoke Do volunteer job Just want to stay at home Reading Find another part time job Go drinking Cooking Hang out with friends Most of Vietnamese want to hang out in their free time and coffee shop is the top choice of hang out place. Coffee shops also have free wifi access for their customers so that they also can go for studying or group work. However, even though more than 30% of survey participant want to go to somewhere on the way back home, none of them want to go to a caf辿 in the Field Corner area even though they live there.
  • 6. SURVEY RESULT| SAMPLE SIZE: 57 (Note: One person may have more than one reason) WHAT VIETNAMESES CONCERN ? 12.3% 14.0% 15.8% 17.5% 21.1% 26.3% 28.1% 29.8% 31.6% 31.6% 36.8% 45.6% Comestic Socialize Quality of food Fashion Cooking Transportation Health Work Part time job Living cost Fitness Study V I E T N A M E S E S FA V O U R I T E B R E A K FA S T VIETNAMESE BREAD (B叩nh m狸) VIETNAMESE SOUP (ph畛, b炭n b嘆, b炭n ri棚u)2.WHAT 1. The age range of this survey participants concentrated on 18 30 years old, so that their main concern is studying. Because many of them are international students so they also care about part time job and living cost COFFEEROUTINE 70% Go to c o f fee sho p at least one a week 28% Go to c o f fee sho p every 2 or 3 days 71% GO WITH FRIENDS 29%GO ALONE 10.5% 15.8% 19.3% 26.3% 33.3% 42.1% 56.1% Accidentally choose Social Network Aquaintances' review Promotion Friends work here Brand reputation Go with friends H O W V I E T NA M E S E C H O O S E A N E W C O F F E E S H O P ?
  • 7. 14.3% 19.0% 26.2% 38.1% 57.1% 69.0% Reading Group work Just want to sit here To study Go for food & drink Go with friends SURVEY RESULT| SAMPLE SIZE: 42 (Note: One person may have more than one reason) WHY VIETNAMESE L IKE STARBUCKS? 14.3% 16.7% 21.4% 26.2% 28.6% 28.6% 35.7% 42.9% 45.2% 59.5% Feeling welcome and comfortable Reasonable price The Amosphere Can be found everywhere No reason, usually go with friend On the way to school/work Starbuck Reward Because of brand Food & Drink Convenience (Free wifi, no limit time, large space,) 55%31% 9% 5% One a week Every 2, 3 days One a month Almost Everyday 83.3% STAY 16.7% TOGO WHY&HOWoftenT H E Y G O T O STA R B U C K ? Vietnamese usually go to Starbuck with their friends after working or studying because they can find Starbuck everywhere. They also like the welcome atmosphere in Starbuck. Moreover, some said that Starbuck is very convenience for studying (both individual and group work). The Starbuck Reward in particular make them pay more whenever have Active offer
  • 8. 62% 25% 13% One a week Every 2, 3 days One a month SURVEY RESULT | SAMPLE SIZE:24 WHY VIETNAMESE L IKE DONKIN DONUT? 12.5% 16.7% 29.2% 37.5% 50.0% 58.3% 79.2% Loyalty program Friends work in DD Food & Drink Open hours Easy to buy to go Convenience Low price91.7% TOGO 8.3% STAY WHY&HOWoftenT H E Y G O T O D O N K I N D O N U T ? 29.2% 45.8% 54.2% 62.5% 70.8% 91.7% Reasonable price For breakfast or late night meal Friend work here On the way Go with friend Buy food & drink to go S A M P L E S I Z E : 2 4 Dunkin Donut is the top of mind of customers about to-go coffee. This coffee chain attracted many Vietnamese because of the low price, convenience and wide open hours. 70.8% of young Vietnamese often go to Donkin Donut with their friends, 54.2% of them want to go because their friend work here.
  • 9. SURVEY RESULT | CONCLUSION Vietnamese from 18 to 30 years old have habit to hang out after studying or working, and coffee shops are their first choice. Top of mind caf辿 of young Vietnamese are Starbuck with many advantages such as: good location, good brand position, friendly atmosphere, reasonable price, and loyalty program. Some people told that they willing to spend much more money on Starbuck when they have promotions or active offers. When consider a new caf辿, reviews from acquaintances or on social media are the most important. Brand reputation also crucial with many people. One particular reason is Vietnamese will come to some coffee shop even they dont like because their friends work there. The most concern of Vietnameses at this age range is studying. They also worry about the living cost and want to have part time job to earn money. COFFEEROUTINE Vietnamese over 30 years old have difference interests and concerns with the younger one. They worry more about their work and income. Most of them want to go drinking after work instead of go to the coffee shop. And if they needed, they will choose a coffee shop near their working place with the low price. They also do not like using English if not really necessary. About home.stead, even though more than 70% of survey participants live within one mile from Fields Corner Station, only 26.3% of them had already come in this caf辿. ABOUT HOME.STEAD Many Vietnamese people in this area has a perception that home.stead does not welcome Vietnamese because there only one Vietnamese style beverage and no Vietnamese food. They also complained because no Vietnamese menu, and they had to use English in the caf辿 (customers who are over 40 years old especially did not like this). There are two people lived in this area but did not notice home.stead, and the other ten told that it was hard to see the name board and its colors was not attractive. The style and decoration also create a feeling that this caf辿 was expensive. The menu board is hard to read (small font size) Some people like the quite atmosphere of home.stead, however, some people found that this atmosphere was not suitable for group of more than three people.
  • 10. RECOMMENDATION To a t t r a c t m o r e c u s t o m e r f o r home.stead Break down languages barriers - attract Non-English-Speaking customer Improve loyalty program to personalize level. Hire Vietnamese staffs and add more Vietnamese style foods or beverage into Menu. Create campaign to change the perception about the atmosphere. Create communitive with customers who have healthy lifestyle
  • 11. RECOMMENDATION| Firstly, to break down the language barriers, home.stead should give all information in different languages to make sure that customers can find everything they need without making any conversation. - Give all information in different languages: Menu, wifi, rest room, cleaning guides, - Add Vietnamese subtitle to the menu or create separate Vietnamese menu (both paper menu and board menu). Increase font size of board menu. - Put unique number/code for all or foods, drinks, so that customers just need to tell the number, do not need to use the whole name. - Put wifi password to everywhere (customers dont have to ask): on the corner of the table, on the menu, on the build, on the door, - Add Vietnamese books, newspapers, magazine. - Create a welcome board in front of the caf辿 with English and Vietnamese. - Stick a warm goodbye on the door in English and Vietnamese. This message may remind customers to buy something to go with a discount ( Ex: Do you forget anyone is waiting for you at home? Give her a warm hug with our cookies with only xxx dollar (special price for to-go-customer)) In addition, home.stead can created ticked menu and put it in front of the caf辿 with a Call to action slogan (ex: Tale a look and take our one-step- order). Customers can tick to choose their favorite foods and give it to the cashier immediately or take away to consider. B R E A K D O W N L A N G U A G E B A R R I E R S IMPROVE LOYALTY PROGRAM TO PERSONALIZE LEVEL Require more personal information for loyalty program to improve quality of loyalty program: Age, gender, nationality, mobile number,... and create more dedicate campaign for these customers. - Promotion for Loyalty program must be personal and special. For example: If the customers is a Vietnamese girl create a wish on Vietnamese womens day. In Vietnamese mothers day or fathers day, home.stead can offer discount for food with Vietnamese customers with an emotional message (ex: Dont forget to bring happiness for your father with the sweet cake in the fathers day. Take this message to home.stead and get a discount of 20% of all the cakes on xxxxx) - Create Lunar New Year campaign for Asian customers.
  • 12. RECOMMENDATION| - Young Vietnamese tend to go to the coffee shop that their friends work in. Home.stead should hire more Vietnamese staff, create special internal marketing campaign for staffs, such as have some benefit or bonus to staffs who can invite friend to be loyalty customers. - Encourage staffs share and invite friends to home.steads events. - Create a big name tag for staff in order to let customers know the name of staff, and know that who is Vietnamese if they need to communicate in Vietnamese. H I R E V I E T N A M E S E S TA F F S ADD MORE VIETNAMESE STYLE FOODS OR BEVERAGE INTO MENU Food and beverage tastes are the core value of a coffee shop, so that home.stead should add more Vietnamese style dishes to increase retention rate of Vietnamese customers, especially some simple take away foods like Vietnamese Bread, Chili salt grilled bread (hot street food of Vietnam) CREATE DEDICATE CAMPAIGN FOR VIETNAMESE CUSTOMERS Food and beverage tastes are the core value of a coffee shop, so that home.stead should add more Vietnamese style dishes to increase retention rate of Vietnamese customers, especially some simple take away food for breakfast like Vietnamese style bread.