Famous 12-flavor rice bowl from Da Nang

A menu of 12 different rice bowl flavors.

As usual, around 11 a.m., Thien Phuc rice bowl restaurant in Hai Chau district, Da Nang, is covered in a sea of green. Besides diners, GrabFood drivers line up in droves waiting for takeout orders. No one would have imagined that the restaurant, which struggled for three months with no customers, would now be thriving.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 1.

"I had the idea to start a business five years ago, but had to postpone it due to the Covid-19 pandemic. In 2023, I opened the first Thien Phuc Clay Pot Rice restaurant at 432 Hoang Dieu Street," Hao recounted. Having traveled between the North and South of Vietnam before settling in Da Nang, Hao had many options for starting a business. However, after experiencing the taste of clay pot rice in Hanoi and Da Nang, he decided to start a business with a dish that he personally considers "truly delicious."

However, a passion for food alone isn't enough. "In the first three months of starting the business, I faced many difficulties because the restaurant wasn't well-known, most customers were acquaintances, and occasionally walk-in customers. I learned how to create a Facebook page and run ads for my posts, but the interaction wasn't as good as I hoped." According to Mr. Hao, the business started to improve when he decided to partner with Grab. Through the app, the restaurant gradually gained more recognition. "We started getting orders through the app, then many customers messaged the restaurant's Facebook page directly to order, and then the number of customers visiting the restaurant increased," he shared.

Alongside launching the restaurant on an app to reach a wider customer base, Mr. Hao continued to research new recipes for clay pot rice dishes and expanded the menu to 12 different options. Thien Phuc clay pot rice has won over both app-based and dine-in customers not only with the rich flavor of the rice cooked in heat-retaining clay pots but also with its diverse menu, ranging from beef, chicken, and fish clay pot rice to sophisticated vegetarian options to suit various tastes.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 2.

Thanks to Grab's advice, Mr. Hao has flexibly created reasonably priced combos, while actively improving the menu and listening to customer feedback. To date, Thien Phuc rice bowl restaurant has opened its 4th store, with 3 of them opening within just 6 months. Online revenue accounts for a high proportion of total revenue, mostly from GrabFood.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 3.

"There are days when Grab drivers are already waiting to pick up orders from 8 or 9 in the morning," Hào recounted. During peak hours, thanks to participating in GrabFood promotions like "Free Lunch" or "Free Dinner," the shop has 10-15 drivers in green uniforms lining up to take orders. "The shop is always bustling with Grab drivers picking up orders, so passersby are curious and want to come in and try the food," he said.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 4.

Marketing strategy to attract international tourists .

The diverse menu and rich flavors have made Thien Phuc Rice Bowl restaurant attractive to foreign tourists, especially those from South Korea. Therefore, Mr. Hao has started promoting the restaurant to this target audience with support from Grab.

Since September, information and images of Thien Phuc Rice Bowl's delicious dishes have appeared on several mass media outlets in South Korea. This is a program initiated by GrabFood to support local restaurant partners in reaching potential international tourists even before they set foot in Vietnam. As a result, Korean tourists easily learned about the restaurant through food reviews of Da Nang by Korean KOLs on TikTok and Naver.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 5.

Cơm thố 12 vị nổi tiếng Đà Nẵng - bí quyết mở 4 cửa hàng trong năm- Ảnh 6. — Thien Phuc rice bowls have been widely recommended on mass media channels in South Korea.

According to Mr. Hao, this initiative has helped the restaurant increase brand recognition among international tourists. When visiting Da Nang, tourists can flexibly choose between dining at the restaurant or at the increasingly expanding Thien Phuc Rice Bowl chain of stores. "Or if they want to order food for delivery, we can easily and quickly ship it to customers thanks to GrabFood drivers," Mr. Hao happily shared.

The collaboration between Thien Phuc Rice Bowl and Grab has demonstrated the importance of combining product quality with a smart marketing strategy. Although the marketing campaign in South Korea only started in September 2024, Mr. Hao believes this is the right step, opening up great opportunities for future growth. By further strengthening the partnership with Grab, he hopes to increase brand awareness and attract more international diners.

Source: https://thanhnien.vn/com-tho-12-vi-noi-tieng-da-nang-bi-quyet-mo-4-cua-hang-trong-nam-185241114094126994.htm