Strategy02/15/2026
F&B Marketing Basics
A great product nobody knows about = failure
5-10% Marketing Budget(of revenue)Free Google Maps(most effective)x5-10 TikTok Reach(vs. Facebook)
Marketing Channels: Cost & Effectiveness
Google Business ProfileFree70% of customers find restaurants via Google Maps. Set it up on day 1.
TikTok (organic)Free1 viral video = 2 weeks of queues. Film "behind the scenes" kitchen content.
Facebook / InstagramVND 3-5M/monthFanpage + groups + targeted ads. Effective for community building.
KOL / Micro-influencerVND 2-10M/sessionMicro (1K-100K followers) drive 3-5x more engagement than celebrities.
Foody / LoshipVND 0.5-2M/monthListing + reviews. Especially important for new businesses.
Offline (banners, flyers)VND 1-3M/monthEffective in residential areas, near schools or offices.
5 Marketing Steps for New Businesses (budget under VND 5 million)
- >Step 1: Set up Google Business Profile (free) — name, photos, menu, hours, phone number. Collect 5-star reviews from friends on day one.
- >Step 2: Create TikTok + Instagram — post 3-5 videos/week showing food preparation, "behind the scenes," staff introductions. DON'T push sales too early.
- >Step 3: Facebook fanpage — post menu, promotions, customer reviews. Join local "What to eat in [area]" groups to share content.
- >Step 4: Soft opening — invite 30-50 friends and micro-KOLs (1K-10K followers) for free meals in exchange for reviews and stories. Cost: VND 5-10M in ingredients.
- >Step 5: Grand opening — 20-30% discount the first week, complimentary toppings or drinks. Create an initial buzz to drive Google Maps traffic.
The 70/20/10 rule: 70% value content (tips, behind the scenes), 20% reviews and social proof, 10% direct promotions. Don't turn your fanpage into a "billboard" — you'll lose followers.
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