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Case Study of Great Eastern Life Vietnam

In: Business and Management

Submitted By manhdmz
Words 4975
Pages 20
Strengths

The first defined Vietnamese fast food chain in Vietnam

Fast food culture was initially imported to Vietnam in 1994 with the birth of the first restaurant named Chicken Texas on Nguyen Trai Street, District 1, Saigon. Gradually, a queue of foreign fast food jumbos have landed onto Vietnam and dominated the market with the everyday-seen names like KFC, Lotteria, Jollibee…They have helped shape up fast food culture with western style in the country that has been globally emerging at an amazing speed . A critical question is then raised that why we do not have pure Vietnamese fast food mode for Vietnamese people. Later, some Vietnamese brand names were with great effort introduced like Pho 24, Kinh Do Bakery, Wrap and Roll… However, insiders do not consider these names typical fast food vein. Mr. Truong Han Lam, Marketing Director of Lotteria commented that Kinh Do Bakery business was not a fast food model. Mr. Ly Qui Trung –Founder of Pho 24- added that the existing Vietnamese names were following a quick service mode, not fast food form. Owner of Wrap and Roll, Ms Kim Oanh, admitted that hers was a restaurant form, not fast food (”KFC, Lotteria, Jollibee,” 2012).

In order to answer the question if there are any real Vietnamese fast food models, a definition of fast food needs being made clear. According to Oxford dictionary, fast food is an “easily prepared processed food served in snack bars and restaurants as a quick meal or to be taken away” (Fast food, 2013). Or “Fast food is the term given to food that can be prepared and served very quickly. While any meal with low preparation time can be considered to be fast food, typically the term refers to food sold in a restaurant or store with preheated or precooked ingredients, and served to the customer in a packaged form for take-out/take-away” (Fast_food, 2013). A thorough...

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