Theo \u00f4ng Marco Fazio \u2013 Co-Founder Antico Fornaio, trong b\u1ed1i c\u1ea3nh ng\u01b0\u1eddi ti\u00eau d\u00f9ng ng\u00e0y c\u00e0ng quan t\u00e2m \u0111\u1ebfn t\u00ednh minh b\u1ea1ch v\u00e0 tr\u1ea3i nghi\u1ec7m nh\u1ea5t qu\u00e1n, l\u1ee3i th\u1ebf c\u1ea1nh tranh c\u1ee7a doanh nghi\u1ec7p F&B kh\u00f4ng c\u00f2n ch\u1ec9 n\u1eb1m \u1edf vi\u1ec7c s\u1edf h\u1eefu m\u1ed9t s\u1ea3n ph\u1ea9m ch\u1ea5t l\u01b0\u1ee3ng, m\u00e0 \u1edf kh\u1ea3 n\u0103ng bi\u1ebfn gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m th\u00e0nh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng g\u00f3c nh\u00ecn \u0111\u01b0\u1ee3c chia s\u1ebb t\u1ea1i The Gastronomy Blueprint \u2013 di\u1ec5n \u0111\u00e0n do CjC Marketing Agency t\u1ed5 ch\u1ee9c v\u1edbi s\u1ef1 \u0111\u1ed3ng h\u00e0nh c\u1ee7a Italian Atelier Asia-Pacific, trong khu\u00f4n kh\u1ed5 Vietfood & ProPack Vietnam 2026 do VINEXAD t\u1ed5 ch\u1ee9c.<\/p>\n
Trong ng\u00e0nh F&B, ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m lu\u00f4n l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 doanh nghi\u1ec7p chinh ph\u1ee5c kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, khi kho\u1ea3ng c\u00e1ch v\u1ec1 ch\u1ea5t l\u01b0\u1ee3ng gi\u1eefa c\u00e1c th\u01b0\u01a1ng hi\u1ec7u ng\u00e0y c\u00e0ng \u0111\u01b0\u1ee3c thu h\u1eb9p, c\u00e2u h\u1ecfi \u0111\u1eb7t ra kh\u00f4ng c\u00f2n l\u00e0 doanh nghi\u1ec7p s\u1edf h\u1eefu s\u1ea3n ph\u1ea9m t\u1ed1t \u0111\u1ebfn \u0111\u00e2u, m\u00e0 l\u00e0 li\u1ec7u s\u1ea3n ph\u1ea9m \u0111\u00f3 c\u00f3 t\u1ea1o n\u00ean m\u1ed9t b\u1ea3n s\u1eafc \u0111\u1ee7 r\u00f5 \u0111\u1ec3 kh\u00e1ch h\u00e0ng ghi nh\u1edb v\u00e0 quay tr\u1edf l\u1ea1i hay kh\u00f4ng.<\/p>\n
\u0110\u00e2y c\u0169ng l\u00e0 l\u00fd do CjC Marketing Agency l\u1ef1a ch\u1ecdn ch\u1ee7 \u0111\u1ec1 Brand Identity & Technologies for Ingredient Preservation m\u1edf \u0111\u1ea7u cho chu\u1ed7i \u0111\u1ed1i tho\u1ea1i t\u1ea1i The Gastronomy Blueprint. Th\u00f4ng qua nh\u1eefng g\u00f3c nh\u00ecn t\u1eeb c\u00e1c chuy\u00ean gia qu\u1ed1c t\u1ebf v\u00e0 doanh nghi\u1ec7p \u0111ang tr\u1ef1c ti\u1ebfp v\u1eadn h\u00e0nh trong ng\u00e0nh, ch\u01b0\u01a1ng tr\u00ecnh h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c l\u00e0m r\u00f5 m\u1ed1i li\u00ean k\u1ebft gi\u1eefa ch\u1ea5t l\u01b0\u1ee3ng s\u1ea3n ph\u1ea9m, b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u v\u00e0 gi\u00e1 tr\u1ecb m\u00e0 doanh nghi\u1ec7p mang \u0111\u1ebfn cho kh\u00e1ch h\u00e0ng.<\/p>\n
Chia s\u1ebb t\u1ea1i di\u1ec5n \u0111\u00e0n, \u00f4ng Marco Fazio, Co-Founder c\u1ee7a Antico Fornaio, cho r\u1eb1ng nhi\u1ec1u doanh nghi\u1ec7p F&B th\u01b0\u1eddng l\u1ef1a ch\u1ecdn m\u1edf r\u1ed9ng th\u1ef1c \u0111\u01a1n ho\u1eb7c li\u00ean t\u1ee5c thay \u0111\u1ed5i s\u1ea3n ph\u1ea9m \u0111\u1ec3 \u0111\u00e1p \u1ee9ng nhi\u1ec1u nh\u00f3m kh\u00e1ch h\u00e0ng. Tuy nhi\u00ean, c\u00e1ch ti\u1ebfp c\u1eadn n\u00e0y \u0111\u00f4i khi khi\u1ebfn th\u01b0\u01a1ng hi\u1ec7u \u0111\u00e1nh m\u1ea5t \u0111i\u1ec1u quan tr\u1ecdng nh\u1ea5t: m\u1ed9t b\u1ea3n s\u1eafc \u0111\u1ee7 r\u00f5 \u0111\u1ec3 kh\u00e1ch h\u00e0ng nh\u1eadn di\u1ec7n.<\/p>\n
“T\u00f4i ngh\u0129 nhi\u1ec1u nh\u00e0 h\u00e0ng c\u1ed1 g\u1eafng tr\u1edf th\u00e0nh t\u1ea5t c\u1ea3 \u0111\u1ed1i v\u1edbi t\u1ea5t c\u1ea3 m\u1ecdi ng\u01b0\u1eddi. V\u1ea5n \u0111\u1ec1 l\u00e0 khi c\u1ed1 g\u1eafng l\u00e0m h\u00e0i l\u00f2ng t\u1ea5t c\u1ea3, b\u1ea1n th\u01b0\u1eddng tr\u1edf n\u00ean kh\u00f4ng \u0111\u00e1ng nh\u1edb v\u1edbi b\u1ea5t k\u1ef3 ai.”<\/p>\n
Thay v\u00ec m\u1edf r\u1ed9ng, Antico Fornaio l\u1ef1a ch\u1ecdn t\u1eadp trung v\u00e0o m\u1ed9t s\u1ea3n ph\u1ea9m c\u1ed1t l\u00f5i l\u00e0 b\u00e1nh focaccia \u00dd. Theo Marco Fazio, t\u1eeb c\u00f4ng th\u1ee9c, k\u1ef9 thu\u1eadt l\u00e0m b\u00e1nh, quy tr\u00ecnh \u0111\u00e0o t\u1ea1o \u0111\u1ed9i ng\u0169 \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m ph\u1ee5c v\u1ee5 \u0111\u1ec1u \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng xoay quanh s\u1ea3n ph\u1ea9m n\u00e0y nh\u1eb1m mang l\u1ea1i s\u1ef1 nh\u1ea5t qu\u00e1n trong m\u1ed7i l\u1ea7n kh\u00e1ch h\u00e0ng gh\u00e9 th\u0103m.<\/p>\n
\u00d4ng cho r\u1eb1ng ch\u00ednh s\u1ef1 t\u1eadp trung \u0111\u00f3 \u0111\u00e3 gi\u00fap s\u1ea3n ph\u1ea9m v\u01b0\u1ee3t ra kh\u1ecfi vai tr\u00f2 c\u1ee7a m\u1ed9t m\u00f3n \u0103n \u0111\u1ec3 tr\u1edf th\u00e0nh n\u1ec1n t\u1ea3ng h\u00ecnh th\u00e0nh b\u1ea3n s\u1eafc th\u01b0\u01a1ng hi\u1ec7u.<\/p>\n
“M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng ph\u1ea3i l\u00e0 nh\u1eefng g\u00ec b\u1ea1n n\u00f3i v\u1ec1 m\u00ecnh. M\u1ed9t th\u01b0\u01a1ng hi\u1ec7u l\u00e0 nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng lu\u00f4n tr\u1ea3i nghi\u1ec7m m\u1ed7i l\u1ea7n h\u1ecd quay tr\u1edf l\u1ea1i.”<\/p>\n
Theo Marco Fazio, c\u00f9ng v\u1edbi s\u1ef1 thay \u0111\u1ed5i trong h\u00e0nh vi ti\u00eau d\u00f9ng, c\u00e1ch kh\u00e1ch h\u00e0ng \u0111\u00e1nh gi\u00e1 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u cao c\u1ea5p c\u0169ng \u0111ang thay \u0111\u1ed5i. N\u1ebfu tr\u01b0\u1edbc \u0111\u00e2y h\u1ecd quan t\u00e2m nhi\u1ec1u \u0111\u1ebfn ch\u1ea5t l\u01b0\u1ee3ng hay m\u1ee9c gi\u00e1 c\u1ee7a s\u1ea3n ph\u1ea9m, th\u00ec ng\u00e0y nay, ng\u01b0\u1eddi ti\u00eau d\u00f9ng mu\u1ed1n hi\u1ec3u r\u00f5 h\u01a1n v\u1ec1 ngu\u1ed3n g\u1ed1c, con ng\u01b0\u1eddi v\u00e0 tri\u1ebft l\u00fd \u0111\u1ee9ng sau s\u1ea3n ph\u1ea9m \u0111\u00f3.<\/p>\n
“H\u1ecd kh\u00f4ng ch\u1ec9 h\u1ecfi: ‘M\u00f3n n\u00e0y c\u00f3 ngon kh\u00f4ng?’, m\u00e0 c\u00f2n h\u1ecfi: ‘Nguy\u00ean li\u1ec7u \u0111\u1ebfn t\u1eeb \u0111\u00e2u?’, ‘Ai l\u00e0 ng\u01b0\u1eddi t\u1ea1o ra s\u1ea3n ph\u1ea9m?’ v\u00e0 ‘Li\u1ec7u t\u00f4i c\u00f3 th\u1ec3 tin th\u01b0\u01a1ng hi\u1ec7u n\u00e0y hay kh\u00f4ng?'”<\/p>\n
Khi kh\u00e1ch h\u00e0ng hi\u1ec3u \u0111\u01b0\u1ee3c c\u00e2u chuy\u1ec7n ph\u00eda sau s\u1ea3n ph\u1ea9m, h\u1ecd kh\u00f4ng c\u00f2n ch\u1ec9 mua m\u1ed9t m\u00f3n \u0103n, m\u00e0 l\u1ef1a ch\u1ecdn \u0111\u1eb7t ni\u1ec1m tin v\u00e0o th\u01b0\u01a1ng hi\u1ec7u. Theo \u00f4ng, \u0111\u00f3 l\u00e0 l\u00fac gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m \u0111\u01b0\u1ee3c chuy\u1ec3n h\u00f3a th\u00e0nh gi\u00e1 tr\u1ecb th\u01b0\u01a1ng hi\u1ec7u \u2013 y\u1ebfu t\u1ed1 t\u1ea1o n\u00ean l\u1ee3i th\u1ebf c\u1ea1nh tranh b\u1ec1n v\u1eefng thay v\u00ec ch\u1ec9 l\u00e0 m\u1ed9t l\u1ee3i th\u1ebf ng\u1eafn h\u1ea1n v\u1ec1 s\u1ea3n ph\u1ea9m.<\/p>\n
Marco Fazio c\u0169ng nh\u1ea5n m\u1ea1nh r\u1eb1ng s\u1ef1 ch\u00e2n th\u1ef1c kh\u00f4ng ph\u1ea3i l\u00e0 m\u1ed9t chi\u1ebfn d\u1ecbch marketing hay m\u1ed9t xu h\u01b0\u1edbng c\u00f3 th\u1ec3 thay \u0111\u1ed5i theo th\u1eddi gian.<\/p>\n
Theo \u00f4ng, doanh nghi\u1ec7p c\u00f3 th\u1ec3 \u0111\u1ed5i m\u1edbi s\u1ea3n ph\u1ea9m, c\u1ea3i ti\u1ebfn m\u00f4 h\u00ecnh hay c\u1eadp nh\u1eadt xu h\u01b0\u1edbng ti\u00eau d\u00f9ng, nh\u01b0ng ch\u1ec9 nh\u1eefng th\u01b0\u01a1ng hi\u1ec7u duy tr\u00ec \u0111\u01b0\u1ee3c s\u1ef1 nh\u1ea5t qu\u00e1n gi\u1eefa \u0111i\u1ec1u m\u00ecnh cam k\u1ebft v\u00e0 \u0111i\u1ec1u kh\u00e1ch h\u00e0ng th\u1ef1c s\u1ef1 tr\u1ea3i nghi\u1ec7m m\u1edbi c\u00f3 th\u1ec3 t\u1ea1o d\u1ef1ng ni\u1ec1m tin l\u00e2u d\u00e0i.<\/p>\n
Th\u00f4ng qua The Gastronomy Blueprint, CjC Marketing Agency mong mu\u1ed1n t\u1ea1o ra m\u1ed9t kh\u00f4ng gian \u0111\u1ec3 nh\u1eefng c\u00e2u chuy\u1ec7n th\u1ef1c ti\u1ec5n nh\u01b0 v\u1eady \u0111\u01b0\u1ee3c chia s\u1ebb v\u00e0 \u0111\u1ed1i tho\u1ea1i c\u00f9ng c\u1ed9ng \u0111\u1ed3ng doanh nghi\u1ec7p. T\u1eeb c\u00e2u chuy\u1ec7n v\u1ec1 nguy\u00ean li\u1ec7u, s\u1ea3n ph\u1ea9m \u0111\u1ebfn x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u, ch\u01b0\u01a1ng tr\u00ecnh h\u01b0\u1edbng \u0111\u1ebfn vi\u1ec7c gi\u00fap doanh nghi\u1ec7p nh\u00ecn nh\u1eadn gi\u00e1 tr\u1ecb c\u1ee7a s\u1ea3n ph\u1ea9m kh\u00f4ng ch\u1ec9 d\u01b0\u1edbi g\u00f3c \u0111\u1ed9 ch\u1ea5t l\u01b0\u1ee3ng, m\u00e0 c\u00f2n nh\u01b0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 x\u00e2y d\u1ef1ng b\u1ea3n s\u1eafc v\u00e0 n\u0103ng l\u1ef1c c\u1ea1nh tranh trong m\u1ed9t th\u1ecb tr\u01b0\u1eddng F&B \u0111ang kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i.<\/p>\n