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Revenue Statistics of Delicious Restaurants from 2011-2013


Table 2.5: Labor structure in the Ngon Restaurant system



TT number


Indicators

2011

2012

2013

Quantity

(People)

Proportion

(%)

Quantity

(People)

Proportion

(%)

Quantity

(People)

Proportion

(%)

I

Total number of employees

305

100

319

100

490

100

II

Indirect labor

23

7.54

25

7.84

35

7.15

1

Manager

01

0.33

01

0.32

01

0.21

2

Administration Department

10

3.28

10

3.14

14

2.86

3

Accountant/cashier

12

3.94

14

4.39

20

4.09

III

Direct labor

282

92.46

294

92.17

455

92.86

1

Receptionist

12

3.94

12

3.77

20

4.09

2

Table

45

14.76

54

16.93

116

23.68

3

Counter

80

26.23

84

26.34

148

30.21

4

Bar

18

5.91

18

5.65

24

4.90

5

Kitchen

94

30.82

94

29.47

100

20.41

6

Protect

23

7.54

23

7.21

29

5.92

7

Maintenance

06

1.97

06

1.88

10

2.04

8

Laundry

04

1.32

04

1.26

08

1.64

IV

Professional level

subject

305

100

319

100

490

100

1

University

39

12.79

41

12.86

43

8.78

2

College, University

152

49.84

155

48.59

239

48.78

3

General labor

114

37.38

123

38.56

208

87.03

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Revenue Statistics of Delicious Restaurants from 2011-2013


( Source: Phuc Hung Thinh Company Limited)


The restaurant's labor structure has the common characteristics of restaurant service workers: direct labor accounts for the majority (over 90%), the number of laborers increases over the years, especially in 2013 the number of laborers in the restaurant increased dramatically (increased by 35% compared to 2012) due to the system opening 02 more restaurants, however, the labor level has changed over the years unstably. The indirect labor force has decreased in proportion to the direct labor force over the years, showing that the restaurant's management has had an increasingly reasonable labor use policy.

2.1.2.4. Customer sources

Diners using the service at Quan An Ngon come from many different classes and countries, the majority are tourists (73%), international guests reach

62.9%, domestic guests reached 37.1%, of which family guests accounted for 19.1%, agency guests accounted for 14%, friends guests accounted for 14%.

The restaurant's main customer markets are Taiwanese, Korean, French, American, and Vietnamese customers.

Unlike the Sen restaurant system which mainly serves customers in groups, from travel agencies, tourism companies; the Quan An Ngon system mainly serves foreign and domestic tourists who travel individually, have average payment ability, self-exploit information via the internet,...

2.1.2. 4. Service quality

With the business philosophy of "Bringing unique flavors from three regions to enrich the Vietnamese soul", Quan An Ngon constantly improves and enhances the quality of food and professional service style, creating a unique feature for tourists, highly appreciated by tourists. According to our survey at the restaurant: 41% of tourists were satisfied when using the service at Quan An Ngon restaurant and 54% of guests rated the food as very delicious.


Chart 2.3: Satisfaction level after using the service


Quan An Ngon restaurant system


Very satisfied

9

9%

Somewhat satisfied

41

41%

Normal

46

46%

Not very satisfied

3

3%

Very dissatisfied

1

1%


Chart 2.4: Evaluation of food quality


Quan An Ngon restaurant system


Very delicious

7

7%

Tasty

54

54%

Normal

37

37%

Not delicious

2

2%


Quan An Ngon is the only restaurant in Hanoi that made it into the Top 5 list of most popular restaurants in Vietnam published by The Middle Guide. Moreover, in the Reuters life issue published in Singapore on August 10, 2010, it was voted one of the best restaurants in Asia and one of the 5 best restaurants in Vietnam in 2010.

2.1.2.5. Restaurant business results


Table 2.6: Revenue statistics of Quan An Ngon restaurant from 2011-2013



TT number


Indicators

2011

2012

2013

Amount

(trđ)

Proportion

(%)

Amount

(trđ)

Proportion

(%)

Amount

(trđ)

Proportion (%)

I

Total revenue

59446.7

100

84269.9

100

125597.6

100

1

Sales revenue

56942.4

95.79

79887.9

94.8

120950.5

96.3

2

Financial revenue

2504.3

4.22

4382.0

5.2

4647.1

3.7

II

Total cost

54310.0

91.36

75758.6

89.9

116168.2

92.5

1

Cost of goods

42866.1

72.11

61095.6

72.5

93937.4

74.8

2

Financial costs

2446.5

4.12

2004.0

2.38

2507.2

2.0

3

Business management costs

8997.4

15.14

12659.0

15.03

19723.6

15.71

III

Profit before tax

5136.7

8.64

8511.3

10.1

9429.4

7.51


( Source: Phuc Hung Thinh Company Limited)


58


The restaurant's total revenue from 2011-2013 increased, as shown in the following indicators:

Total revenue of the restaurant in 2013 reached 125,597.6 million VND, an increase compared to 2012 of 41,327.7 million VND, equivalent to 49.0%, an increase compared to 2011 of 66,150.9 million VND, equivalent to 111.2%. In which, sales revenue in 2013 increased compared to 2012 by 41,062.6 million VND, equivalent to 51.4, an increase compared to 2011 by 24,656.1 million VND, equivalent to 112.4%.

The restaurant's pre-tax profit in 2013 increased by 10.79% compared to 2012, and increased by 83.57% compared to 2011.

Revenue increased due to the restaurant system expanding its business scale in 2012 and especially in 2013, however, the growth rate was slow and unstable. Although revenue increased, costs increased at a faster rate over the years, so the restaurant's profits grew slowly.

2.3. Current business performance of the Vietnamese-style restaurant system serving tourists in Hanoi.

2.3.1. Customer sources

According to statistics from the Hanoi Department of Culture, Sports and Tourism in 2013: International tourists come to Hanoi for many purposes, of which the number of visitors coming because of the attractiveness of Hanoi cuisine accounts for 82.29%. The main international tourist markets of restaurants in Hanoi are: Taiwanese tourists estimated at 20.2%, Chinese tourists estimated at 17.6%, Japanese tourists estimated at 7.2%, Korean tourists estimated at 6.3%, Australian tourists estimated at 4.1%, American tourists estimated at 3.6%, British tourists estimated at 3.4%, and some other tourist markets such as Russia, France, Thailand, etc.

Domestic tourists come to Hanoi from all provinces and cities across the country, including those who come to Hanoi for purely tourism purposes, business trips, visiting relatives and medical treatment. Domestic tourists' spending on food and beverage accounts for about 22.5% of total tourism spending.


According to a survey at the Sen and Quan An Ngon restaurant systems, the main customer market here is mostly group tourists and individual tourists, accounting for about 70% because the restaurants have close and stable relationships with travel agencies; direct customers from offices, businessmen, agencies and local people, etc. account for about 30%. The composition of tourists using services at Vietnamese restaurants is very diverse, specifically:

International visitors: are visitors who come to Hanoi to trade, explore investment and business opportunities, or come from foreign representative offices in Vietnam. These visitors often come from countries such as the US, France, Italy, Japan, Taiwan, China, etc., accounting for about 60% of the total number of tourists. They come to Hanoi for the purpose of working combined with tourism, so this group of visitors has a high spending level, consumes quickly, likes to be praised and uses a lot of phones and the internet, especially they like typical Vietnamese dishes. In addition, there is a number of international visitors who come to Hanoi purely for tourism.

Domestic customers: are a group of customers that bring significant revenue to the Vietnamese restaurant system. Domestic customers using the restaurant's services are very diverse: they come from agencies and offices in Hanoi, from travel companies that cooperate with the restaurant. Domestic tourists are mainly from the Central and Southern regions.

Customers using Vietnamese restaurant services often have the habit of eating at restaurants in the same system and tend to choose restaurants with beautiful locations, impressive restaurant decoration, affordable prices, good service quality, diverse menus, and exquisite food flavors.

2.3.2. Organizing menu development at Vietnamese restaurants

In the restaurant business, menu building is very important and the most important menu builders are the customers who come to the restaurant. They are the ones who contribute to creating a rich menu.


rich diversity. Opinions, preferences, habits, and eating habits of customers are an important basis for restaurant managers to create a suitable menu, not simply the abundance of food and drinks, ensuring nutrition, but the arrangement of the restaurant's menu needs to be logical and scientific.

In fact, the Sen Restaurant System and Quan An Ngon mainly serve domestic and international tourists, so the menu is built mainly to include rustic dishes, typical of regions across the country and the highlight is the typical dishes of Hanoi cuisine such as: vermicelli with snails, steamed clams, chicken pho, braised pork, roasted pork with char siu, La Vong fish cakes, Hue cakes, stir-fried vermicelli with seafood, .... This system of dishes is quite complete and comprehensive, the dishes are beautifully presented and can represent the cuisine of the three regions of Vietnam - quite fully introducing the quintessence and essence of Vietnamese cuisine to tourists. Restaurants often have more than 100 Vietnamese dishes. (Appendix 1&2)

In addition, Sen restaurant also has special international dishes from countries around the world made by international chefs: Australian rock lobster, New Zealand mussel, Tasmanian smoked salmon, grilled lamb chops with herbs, Australian beef tenderloin and grilled steak, ostrich corn, Italian pizza, cold dishes, seaweed salad, Japanese sushi, Japanese steamed shrimp, butter sauce meat, Peking duck,...

In addition, the restaurant also has a menu for dieters, vegetarians and a menu for children under 5 years old.

The drink menu at Sen Restaurant and Quan Ngon is not too extensive but is diverse, with enough types of food for customers to choose from. Specifically:

- Non-alcoholic beverages:

+ Mineral water: served as a soft drink, a drink during meals or a drink with alcohol.


+ Fruit juice: squeezed directly from fruits to serve guests as refreshments, breakfast, tea parties, and as ingredients for cocktails and mocktails.

+ Mocktail: made from fruit juice, syrup, sugar and other additives, served to guests for refreshments, tea parties, buffets, etc.

+ Green tea, black tea: served to guests after meals, at tea parties, as refreshments.

+ Coffee: mainly served to guests for enjoyment or after meals, during tea parties.

+ Milk: served for breakfast, mixed with black tea according to customer's request.

- Alcoholic beverages:

+ Beer is served in many forms as a refreshing drink, during meals, at tea parties, etc.

+ Wine: mainly served at European lunches, dinners or noon,


evening

+ Strong alcohol: includes Vodka, Whiskey, Brandy, Rum, Gin,


Tequila. A distilled spirit with a high alcohol content (40% or more). A spirit used as a base for cocktails. Some spirits used as a mealtime drink are Vodka, Whiskey, Brandy, Rum. Coloured spirits with added herbal flavours are often used as after-meal drinks (pepper drinks).

+ Liqueur: served at wine parties, tea parties, as an ingredient in cocktails or as a drink after meals.

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