Theo chia s\u1ebb c\u1ee7a \u00f4ng Duy V\u00f5 \u2013 Chuy\u00ean gia C\u1ed1 v\u1ea5n Qu\u1ea3n tr\u1ecb V\u1eadn h\u00e0nh & Thi\u1ebft k\u1ebf H\u1ec7 th\u1ed1ng F&B, nhi\u1ec1u doanh nghi\u1ec7p xem vi\u1ec7c m\u1edf th\u00eam c\u1eeda h\u00e0ng l\u00e0 d\u1ea5u m\u1ed1c c\u1ee7a t\u0103ng tr\u01b0\u1edfng. Tuy nhi\u00ean, t\u1ed1c \u0111\u1ed9 m\u1edf r\u1ed9ng ch\u1ec9 th\u1ef1c s\u1ef1 mang l\u1ea1i hi\u1ec7u qu\u1ea3 b\u1ec1n v\u1eefng khi doanh nghi\u1ec7p chu\u1ea9n b\u1ecb s\u1eb5n m\u1ed9t n\u1ec1n t\u1ea3ng v\u1eadn h\u00e0nh \u0111\u1ee7 s\u1ee9c ch\u1ecbu t\u1ea3i tr\u01b0\u1edbc khi b\u00f9ng n\u1ed5 quy m\u00f4. \u0110\u00e2y c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng n\u1ed9i dung tr\u1ecdng t\u00e2m \u0111\u01b0\u1ee3c th\u1ea3o lu\u1eadn t\u1ea1i phi\u00ean “Decoding Premium Consumers in Modern Retail” thu\u1ed9c di\u1ec5n \u0111\u00e0n The Gastronomy Blueprint \u2013 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
S\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a th\u1ecb tr\u01b0\u1eddng F&B \u0111ang t\u1ea1o ra nhi\u1ec1u c\u01a1 h\u1ed9i \u0111\u1ec3 c\u00e1c th\u01b0\u01a1ng hi\u1ec7u m\u1edf r\u1ed9ng quy m\u00f4. Tuy nhi\u00ean, th\u1ef1c t\u1ebf cho th\u1ea5y kh\u00f4ng \u00edt doanh nghi\u1ec7p g\u1eb7p kh\u00f3 kh\u0103n khi ch\u1ea5t l\u01b0\u1ee3ng d\u1ecbch v\u1ee5 b\u1eaft \u0111\u1ea7u t\u1ee5t gi\u1ea3m v\u00e0 thi\u1ebfu \u0111\u1ed3ng nh\u1ea5t sau giai \u0111o\u1ea1n t\u0103ng tr\u01b0\u1edfng n\u00f3ng. \u0110i\u1ec1u n\u00e0y \u0111\u1eb7t ra m\u1ed9t c\u00e2u h\u1ecfi chi\u1ebfn l\u01b0\u1ee3c: \u0111\u00e2u l\u00e0 n\u1ec1n t\u1ea3ng \u0111\u1ec3 doanh nghi\u1ec7p nh\u00e2n r\u1ed9ng m\u00f4 h\u00ecnh m\u00e0 v\u1eabn gi\u1eef tr\u1ecdn v\u1eb9n tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng?<\/p>\n
\u0110\u00f3 c\u0169ng l\u00e0 m\u1ed9t trong nh\u1eefng ch\u1ee7 \u0111\u1ec1 \u0111\u01b0\u1ee3c CjC Marketing Agency \u0111\u01b0a v\u00e0o The Gastronomy Blueprint nh\u1eb1m m\u1edf r\u1ed9ng g\u00f3c nh\u00ecn v\u1ec1 h\u00e0nh tr\u00ecnh chinh ph\u1ee5c nh\u00f3m ng\u01b0\u1eddi ti\u00eau d\u00f9ng cao c\u1ea5p. Theo ch\u01b0\u01a1ng tr\u00ecnh, tr\u1ea3i nghi\u1ec7m c\u1ee7a kh\u00e1ch h\u00e0ng kh\u00f4ng ch\u1ec9 \u0111\u01b0\u1ee3c quy\u1ebft \u0111\u1ecbnh b\u1edfi kh\u00f4ng gian hay s\u1ea3n ph\u1ea9m \u1edf t\u1eebng \u0111i\u1ec3m b\u00e1n ri\u00eang l\u1ebb, m\u00e0 ph\u1ee5 thu\u1ed9c v\u00e0o kh\u1ea3 n\u0103ng doanh nghi\u1ec7p duy tr\u00ec c\u00f9ng m\u1ed9t ti\u00eau chu\u1ea9n ch\u1ea5t l\u01b0\u1ee3ng \u1edf m\u1ecdi \u0111i\u1ec3m ch\u1ea1m khi quy m\u00f4 ng\u00e0y c\u00e0ng m\u1edf r\u1ed9ng.<\/p>\n
T\u1eeb kinh nghi\u1ec7m th\u1ef1c chi\u1ebfn trong vi\u1ec7c thi\u1ebft k\u1ebf v\u00e0 x\u00e2y d\u1ef1ng b\u1ea3n thi\u1ebft k\u1ebf g\u1ed1c cho c\u00e1c h\u1ec7 th\u1ed1ng d\u1ecbch v\u1ee5, \u00f4ng Duy V\u00f5 cho r\u1eb1ng vi\u1ec7c nh\u00e2n r\u1ed9ng m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u kh\u00f4ng \u0111\u01a1n thu\u1ea7n l\u00e0 “copy-paste” b\u1ec1 n\u1ed5i hay k\u1ebf th\u1eeba m\u00e1y m\u00f3c danh m\u1ee5c mua h\u00e0ng t\u1eeb c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean.<\/p>\n
Theo \u00f4ng, khi b\u01b0\u1edbc sang quy m\u00f4 m\u1edbi t\u1eeb 5, 10 l\u00ean 50 c\u1eeda h\u00e0ng, doanh nghi\u1ec7p ph\u1ea3i ch\u1ee7 \u0111\u1ed9ng “g\u1ea1n \u0111\u1ee5c kh\u01a1i trong”; li\u00ean t\u1ee5c r\u00e0 so\u00e1t, t\u00e1i c\u1ea5u tr\u00fac chu\u1ed7i cung \u1ee9ng v\u00e0 danh m\u1ee5c v\u1eadt t\u01b0, thi\u1ebft b\u1ecb. M\u1ed9t l\u1ef1a ch\u1ecdn c\u1ea3m t\u00ednh hay m\u1ed9t nh\u00e0 cung c\u1ea5p t\u1eebng ho\u1ea1t \u0111\u1ed9ng t\u1ed1t \u1edf quy m\u00f4 1 \u0111\u1ebfn 2 c\u1eeda h\u00e0ng ch\u01b0a ch\u1eafc \u0111\u00e3 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c b\u00e0i to\u00e1n v\u1ec1 n\u0103ng l\u1ef1c s\u1ea3n xu\u1ea5t r\u1ee7i ro \u0111\u1ee9t g\u00e3y v\u00e0 t\u1ed1i \u01b0u chi ph\u00ed Logistics khi ph\u00e1t tri\u1ec3n th\u00e0nh chu\u1ed7i.<\/p>\n
\u00a0<\/p>\n
Theo \u00f4ng Duy V\u00f5, khi chuy\u1ec3n h\u00f3a t\u1ea7m nh\u00ecn th\u00e0nh h\u1ec7 th\u1ed1ng v\u1eadn h\u00e0nh th\u1ef1c t\u1ebf \u0111\u1ec3 scale-up chu\u1ed7i F&B, c\u00e1c doanh nghi\u1ec7p th\u01b0\u1eddng m\u1eafc 3 sai l\u1ea7m c\u1ed1t l\u00f5i:<\/p>\n
Th\u1ee9 nh\u1ea5t, sao ch\u00e9p b\u1ec1 n\u1ed5i nh\u01b0ng qu\u00ean sao ch\u00e9p “H\u1ec7 \u0111i\u1ec1u h\u00e0nh” b\u00ean trong. Doanh nghi\u1ec7p th\u01b0\u1eddng v\u1ed9i v\u00e3 “copy-paste” logo, menu, thi\u1ebft k\u1ebf n\u1ed9i th\u1ea5t t\u1eeb c\u1eeda h\u00e0ng s\u1ed1 1 sang c\u1eeda h\u00e0ng s\u1ed1 2, nh\u01b0ng l\u1ea1i qu\u00ean \u0111\u00f3ng g\u00f3i b\u1ed9 khung v\u1eadn h\u00e0nh. Vi\u1ec7c n\u00e0y v\u00f4 t\u00ecnh d\u1eabn \u0111\u1ebfn vi\u1ec7c “nh\u00e2n r\u1ed9ng s\u1ef1 h\u1ed7n lo\u1ea1n” khi quy m\u00f4 b\u00f9ng n\u1ed5.<\/p>\n
Th\u1ee9 hai, nh\u1ed3i nh\u00e9t quy tr\u00ecnh g\u00e2y qu\u00e1 t\u1ea3i t\u01b0 duy cho nh\u00e2n vi\u00ean tuy\u1ebfn \u0111\u1ea7u. Khi lo s\u1ee3 r\u1ee7i ro, l\u00e3nh \u0111\u1ea1o th\u01b0\u1eddng t\u1ea1o ra nh\u1eefng b\u1ed9 SOP d\u00e0i h\u00e0ng tr\u0103m trang c\u00f9ng v\u00f4 s\u1ed1 checklist ki\u1ec3m tra. Quy tr\u00ecnh c\u00e0ng c\u1ed3ng k\u1ec1nh th\u00ec ma s\u00e1t v\u1eadn h\u00e0nh c\u00e0ng l\u1edbn. Khi nh\u00e2n vi\u00ean m\u1ea5t 80% n\u0103ng l\u01b0\u1ee3ng \u0111\u1ec3 l\u00e0m b\u00e1o c\u00e1o \u0111\u1ed1i ph\u00f3, h\u1ecd ch\u1ec9 c\u00f2n 20% s\u1ee9c l\u1ef1c \u0111\u1ec3 k\u1ebft n\u1ed1i c\u1ea3m x\u00fac v\u1edbi kh\u00e1ch h\u00e0ng.<\/p>\n
Th\u1ee9 ba, k\u1ebf th\u1eeba m\u00e1y m\u00f3c thay v\u00ec ch\u1ee7 \u0111\u1ed9ng “g\u1ea1n \u0111\u1ee5c kh\u01a1i trong”. M\u1edf r\u1ed9ng chu\u1ed7i kh\u00f4ng ph\u1ea3i l\u00e0 l\u1eb7p l\u1ea1i nguy\u00ean tr\u1ea1ng c\u1eeda h\u00e0ng \u0111\u1ea7u ti\u00ean. C\u1eeda h\u00e0ng s\u1ed1 1 ch\u1ec9 l\u00e0 n\u01a1i th\u1eed nghi\u1ec7m v\u00e0 tr\u1ea3 gi\u00e1 cho nh\u1eefng l\u1ef1a ch\u1ecdn c\u1ea3m t\u00ednh. Khi l\u00ean chu\u1ed7i, doanh nghi\u1ec7p ph\u1ea3i t\u00e1i thi\u1ebft k\u1ebf v\u1eadn h\u00e0nh: gi\u1eef l\u1ea1i nh\u1eefng g\u00ec \u0111\u00e3 ki\u1ec3m ch\u1ee9ng, ch\u1ee7 \u0111\u1ed9ng lo\u1ea1i b\u1ecf v\u1eadt t\u01b0, d\u1ee5ng c\u1ee5 \u0111\u1eaft \u0111\u1ecf ho\u1eb7c c\u1ed3ng k\u1ec1nh, v\u00e0 l\u1ef1a ch\u1ecdn nh\u1eefng gi\u1ea3i ph\u00e1p t\u1ed1i \u01b0u cho Logistics, c\u00f3 t\u00ednh thay th\u1ebf cao v\u00e0 \u0111\u00e1p \u1ee9ng \u0111\u01b0\u1ee3c n\u0103ng l\u1ef1c nh\u00e0 cung c\u1ea5p.<\/p>\n
\u0110\u1ec3 chu\u1ea9n b\u1ecb cho giai \u0111o\u1ea1n 6 \u0111\u1ebfn 12 th\u00e1ng \u0111\u1ea7u ti\u00ean s\u1eb5n s\u00e0ng m\u1edf r\u1ed9ng m\u00f4 h\u00ecnh chu\u1ed7i, \u00f4ng Duy V\u00f5 nh\u1ea5n m\u1ea1nh doanh nghi\u1ec7p c\u1ea7n thi\u1ebft l\u1eadp Ki\u1ebfn tr\u00fac V\u1eadn h\u00e0nh 3 T\u1ea7ng: N\u1ec1n t\u1ea3ng tri\u1ebft l\u00fd d\u1ecbch v\u1ee5, Ti\u00eau Chu\u1ea9n V\u1eadn H\u00e0nh tinh g\u1ecdn, Con Ng\u01b0\u1eddi Th\u1ef1c Thi theo M\u00f4 h\u00ecnh Train-the-Trainer.<\/p>\n
Thay v\u00ec b\u1eaft nh\u00e2n vi\u00ean nh\u1edb 50 b\u01b0\u1edbc quy tr\u00ecnh kh\u00f4 khan, h\u00e3y \u0111\u00f3ng g\u00f3i tr\u1ecdn v\u1eb9n nh\u1eefng Kho\u1ea3nh kh\u1eafc S\u1ef1 th\u1eadt ( Moments of Truth) t\u1ea1i c\u00e1c \u0111i\u1ec3m ch\u1ea1m c\u1ea3m x\u00fac: V\u00ed d\u1ee5: L\u1eddi ch\u00e0o, T\u1ed1c \u0111\u1ed9 ra m\u00f3n, Ch\u1ea5t l\u01b0\u1ee3ng m\u00f3n,X\u1eed l\u00fd s\u1ef1 c\u1ed1, L\u1eddi t\u1ea1m bi\u1ec7t. \u0110\u1ed3ng th\u1eddi, h\u1ec7 th\u1ed1ng c\u1ea7n duy tr\u00ec Ph\u1ea3n h\u1ed3i \u0111a chi\u1ec1u: t\u1eeb Kh\u00e1ch h\u00e0ng, Qu\u1ea3n l\u00fd c\u1eeda h\u00e0ng, Kh\u00e1ch h\u00e0ng b\u00ed \u1ea9n (ho\u1eb7c b\u00ean \u0111\u1ed9c l\u1eadp th\u1ee9 3) \u0111\u1ebfn Nh\u00e2n vi\u00ean tuy\u1ebfn \u0111\u1ea7u \u0111\u1ec3 li\u00ean t\u1ee5c ph\u00e1t hi\u1ec7n v\u00e0 s\u1eeda l\u1ed7i thi\u1ebft k\u1ebf h\u1ec7 th\u1ed1ng.<\/p>\n
“T\u0103ng tr\u01b0\u1edfng kh\u00f4ng ch\u1ec9 l\u00e0 m\u1edf th\u00eam \u0111i\u1ec3m b\u00e1n hay s\u1edf h\u1eefu nhi\u1ec1u t\u00e0i s\u1ea3n h\u01a1n. \u0110\u00f3 l\u00e0 x\u00e2y d\u1ef1ng m\u1ed9t h\u1ec7 th\u1ed1ng \u0111\u1ee7 \u0111\u01a1n gi\u1ea3n \u0111\u1ec3 th\u1ef1c thi, \u0111\u1ee7 ch\u1eb7t ch\u1ebd \u0111\u1ec3 ki\u1ec3m so\u00e1t v\u00e0 \u0111\u1ee7 linh ho\u1ea1t \u0111\u1ec3 th\u00edch \u1ee9ng v\u1edbi t\u1eebng b\u1ed1i c\u1ea3nh.” \u2014 \u00f4ng Duy V\u00f5 \u0111\u00fac k\u1ebft.<\/p>\n
Th\u00f4ng qua The Gastronomy Blueprint, CjC Marketing Agency mong mu\u1ed1n mang \u0111\u1ebfn nh\u1eefng g\u00f3c nh\u00ecn th\u1ef1c ti\u1ec5n v\u1ec1 c\u00e1ch doanh nghi\u1ec7p x\u00e2y d\u1ef1ng n\u0103ng l\u1ef1c c\u1ea1nh tranh trong b\u1ed1i c\u1ea3nh th\u1ecb tr\u01b0\u1eddng kh\u00f4ng ng\u1eebng thay \u0111\u1ed5i. T\u1eeb qu\u1ea3n tr\u1ecb v\u1eadn h\u00e0nh, ph\u00e1t tri\u1ec3n s\u1ea3n ph\u1ea9m \u0111\u1ebfn tr\u1ea3i nghi\u1ec7m kh\u00e1ch h\u00e0ng, ch\u01b0\u01a1ng tr\u00ecnh h\u01b0\u1edbng t\u1edbi vi\u1ec7c k\u1ebft n\u1ed1i c\u00e1c chuy\u00ean gia v\u00e0 c\u1ed9ng \u0111\u1ed3ng doanh nghi\u1ec7p \u0111\u1ec3 c\u00f9ng t\u00ecm l\u1eddi gi\u1ea3i cho nh\u1eefng b\u00e0i to\u00e1n t\u0103ng tr\u01b0\u1edfng b\u1ec1n v\u1eefng c\u1ee7a ng\u00e0nh F&B v\u00e0 d\u1ecbch v\u1ee5.<\/p>\n