KETING SERVI

Group 7 AR CE Topic 3
M

Illustrate and assess how GOGI GIANG VAN MINH

develop service offerings during 2018 - 2024
 OUP MEMBER
GR S
Dinh Thi Phuong Lan - 11219713
Nguyen Ha Anh - 11211977
Pham Quynh Chi - 11211136
Le Huyen Trang - 11215776
Dinh Viet Quy - 11215030
Ngo Vu Hai Nguyen - 11219761
Nguyen Ngoc Khanh - 11212851
Nguyen Ngoc Viet Hai - 11212001
 VIEW ABOUT
ER BR
OV AN
.

D
A
History of the brand
GoGi House is a brand belonging to Golden Gate Vision: Create a No. 1
Group delicious Korean barbecue
Gogi House brings customers a sophisticated and restaurant chain in the hearts
unique experience with typical Korean cuisine, of diners.
creating a space similar to barbecue restaurants in Mission: Bringing diners a
Seoul right in the heart of Vietnamese cities. unique and high-quality
Korean culinary experience.
In 2015, Gogi House
decided to expand
its market and enter
Ho Chi Minh City

1 2 3

The first store of Now, Gogi House

Gogi House was in has 127 restaurants
Big C Thang Long in 41 provinces and
Hanoi in 2013 cities in Vietnam
 Target customer
Gogi targets customers including families, young people, and office workers.

Target customers Office workers Families Young people

Have a wide range of ages

Relatively high income - Students and young adults
Demographic (elderly, children, middle-
(average of 10 million VND) - No income or low and average income
aged)

- Regularly dine at upscale

restaurants for business
meetings, department
Behavior
gatherings, etc.
- Tend to visit during
lunch more than dinner.
- Usually visits the
- Meet up with friends and go out in groups.
restaurant on weekends.
- Go out to eat when there are promotions or special occasions
- Often bring children

- Suitable location,
Comfortable seating,
- Pay attention to the buffet
Adequate capacity,
line, especially desserts, and
Sufficient privacy for
have high standards of - Easily influenced by new trends, so the Korean element of the restaurant can be very effective.
Psychology business discussions
service quality. - Concerned about price and food presentation (e.g., check-in discount programs can be effective).
- Need a place with soft
- Choose a location with large
lighting, pleasant music,
and airy space
and a relaxed service style
to have a break
 Overview of GOGI Giang Van Minh

Address at 14 Giang Van Minh, Ba Dinh, Hanoi.

is one of the 13 Gogi House restaurants in Hanoi
Capacity: up to 200 guests per shift across 3 floors, including 2
VIP rooms, a kitchen floor, and a bar counter, it is currently one
of the highest revenue-generating restaurants for the company in
the Hanoi area.
Manager

Assistant
manager

Supervisor

Service Culinary beverage Cashier

department department department department
 service supply proc
The ess
1 2 3 4
Introduce the menu
Welcome guests Pass orders to the
Preparation and take orders from
and seat them kitchen
guests

5
Serve dishes and
drinks to guests

9 8 7 6
Process Attend to customer
Clear tables Bid farewell to guests
payments dining needs
 Core servic
B. e
 Gogi House Giang Van Minh in Ba Dinh district is bringing and continuously
providing a Korean BBQ buffet experience focused on:
1. All-you-can-eat buffet: Customers pay a fixed price to enjoy various
marinated meats, seafood, vegetables, side dishes, and accompanying dishes
(banchan).
2. Tabletop grills: Each table is equipped with a tabletop grill for customers to
cook the ingredients they have chosen.

In 2018, the focus was on traditional Korean dishes such as grilled meats, hot
pot, side dishes, and popular desserts.

In 2024, the menu has been expanded to include many new dishes, including
creative pork and chicken options. Some seafood items have been removed
from the menu. Vegetables and side dishes have been diversified, and two
out of the four hot pot options have been replaced to cater to the changing
tastes of customers.

Gogi House has always been and continues to dynamically change

its menu to keep up with market trends and customer demands.
These changes are positive, showcasing the flexibility and
dynamism of Gogi House.
 COMPARE MENU
Before After
1. Bò Mỹ: 1. Bò Mỹ:
Thăn ngoại (Ribeye) , Lõi thăn (Tenderloin), Ba chỉ (Chuck Thăn bò Mỹ (Tenderloin), Lõi vai bò Mỹ (Ribeye), Ba chỉ bò Mỹ (Striploin),
Roll), Gầu (Brisket), Dẻ sườn (Short Rib) Gầu bò Mỹ (Chuck Flap), Nạm bò Mỹ (Chuck Roll)
Nạm (Chuck Flap) 2. Bò Úc: Thăn nội bò Úc (Tenderloin), Lõi vai bò Úc (Ribeye), Ba chỉ bò Úc
Beef
2. Bò Úc: (Striploin), Dẻ sườn non bò Úc (Short Rib)
Thăn nội (Striploin), Ba chỉ (Chuck Roll), Dẻ sườn (Short Rib) 3. Bò Wagyu: Loại bò cao cấp, mềm, béo ngậy, thơm ngon với vân mỡ đẹp
3. Bò Wagyu: Thăn ngoại (Ribeye), Lõi thăn (Tenderloin) mắt.

1. Ba chỉ heo (Samgyeopsal)

2. Thăn heo (Tenderloin)
1. Samgyeopsal (Ba chỉ heo) 3. Sườn non (Spare Ribs)
2. Moksal (Thịt vai heo) 4. Nạc vai heo
3. Jowl (Thịt má heo) 5. Giò heo (Ham)
4. Pork belly (Bụng heo) 6. Lưỡi heo (Beef Tongue)
Pork
5. Pork neck (Cổ heo) 7. Tim heo (Beef Heart)
6. Sườn heo nướng 8.Gan heo (Beef Liver)
7. Thịt heo xào: Thịt heo xào với các loại rau củ quả. 9. Dồi heo (Beef Sausage)
8. Canh kimchi: Canh kim chi với thịt heo. 10. Xúc xích heo (Beef Sausage)
11. Heo xào cay
 COMPARE MENU
Before After
1. Gà ủ muối ớt
1. Gà ướp sốt cay
2. Gà ướp sốt cay
2. Gà ướp mật ong
Chicken 3. Gà ướp mật ong
3. Gà không ướp
4. Gà không xương
5. Cánh gà

1. Lẩu Kim Chi

1. Lẩu Bulgogi tươi xanh
2. Lẩu Thái
2. Lẩu Kim Chi
Hotpot 3. Lẩu Collagen
3. Lẩu Collagen
4. Lẩu Nấm:
4. Lẩu shabu shabu

1.Nước ngọt
2. Nước ép trái cây
3. Bia
1.Nước ngọt
4. Rượu soju
2. Nước ép trái cây
5. Trà: Trà đá, Trà xanh, Trà chanh, Trà sữa
Drinks 3. Bia
6. Cà phê: Cà phê đen, Cà phê sữa, Cà phê đá
4. Rượu soju:
Additionally, Gogi House Giang Van Minh also offers some special beverages such as:
Nước sâm Hàn Quốc
Nước gạo Hàn Quốc
Trà sâm Hàn Quốc
C.Enhancing service
11.. Informartion
A. Directions to service site
Since the early days, GoGi has consistently included
website links and hotline phone numbers in its Facebook
fanpage posts
2018 : launching Instagram Gogi but there isn't IG account
for each Gogi House location
=> Evaluation: GoGi has always been attentive to directing
customers to its service platforms, aiming to provide the best
service from the early days to the present.
B. Price
In 2018, GOGI House's Xèo Xèo Premium: 299,999 VND
with 14 types of meat
2024: Xèo Xèo Buffet has 3 options: 389k, 439k, 499k
with 21 - 30 types of meat
=> Evaluation: The GoGi House chain has improved by
expanding menu options, adjusting prices accordingly,
ensuring profitability, affordability, and food quality.
 D. Documentation
11.. Informartion The GoGi House restaurant chain affirms that the beef
products are sourced from official imports and have
undergone two inspections by government agencies.
Follows preservation and processing procedures to ensure
C. Notifications of change the quality and safety of food, certified by ISO22000 and
the Hanoi Food Safety and Hygiene Department.
Previously, GOGI Giang Van Minh relied on updates from the
=> Evaluation: GoGi directly publishes relevant documents
general GoGi House fan page
regarding food safety to ensure customers feel confident
In 2020, a separate GoGi House Giang Van Minh fanpage was
about the origin and quality of meat and food, as well as
established with averaging 1-3 posts per month
comfortable using their services.
2022, the restaurants updates regularly with frequent updates
on information, promotions, and menus.
=> Evaluation : GOGI Giang Van Minh has improved its information
dissemination, allowing customers to easily access and learn about
activities at this location through the GVM fan page

The documentation of the examination results

of the analysis of samples for parasites (samples
retrieved from GoGi House Giang Van Minh) by
the Central Veterinary Diagnostic Center.
11.. Informartion
E. Confirmation of reservations
GoGi accepts reservations through the website gogi.com.vn or
hotline, Facebook fanpage
Previously, customers could only contact the general hotline of
the Golden Gate restaurant chain, but now the Giang Van Minh
GoGi House branch has its own hotline.
=> Evaluation: Customers can easily contact, check availability, and
confirm reservations quickly. However, at certain times, GoGi only
accepts reservation information and serves within specific time slots.
F. Receipts and tickets
GoGi use E-Invoice integrated with POS so customers can
look up electronic invoices on the Golden Gate website.
GoGi's invoices include detailed information such as
quantity, items ordered, prices, along with VAT and other
relevant details.
=> Evaluation: Gogi transparently discloses all information
regarding customer service fees on invoices, enabling
customers to check before payment. If customers have any
questions or concerns, they can easily communicate with the
cashier staff.
2. ORDER - TAKING The app is still operational to this day; however,
there haven't been many improvements due to
customer feedback regarding issues such as app
A. Application glitches, automatic logout from accounts, etc.

Membership

In April 2018, Gogi House introduced the mobile

application "The Golden Spoon" owned by the
Golden Gate Corporation.

Customers can download this app to register as

members of Gogi by owning an App
Account/Golden SpoonS Membership Card to
enjoy various benefits and attractive promotions.

Evaluation: Although the Golden SpoonS app offers a loyalty points system for customers, aimed at increasing
customer loyalty, technical glitches persist in the app, leading many customers to refrain from using it. Therefore,
Gogi needs to propose to the parent company to address these issues in order to improve customer experience
and engagement with the app.
 2. ORDER - TAKING
B. Order-entry
On-site order fulfillment
Customers will directly come to the store and
place their orders at the table. This process has
remained unchanged from 2018 until now.
=> Evaluation:This process provides convenience
and flexibility for both customers and Gogi House,
helping to prepare and serve customers
efficiently, optimizing their dining experience.
Telephone order placement +
App/website order placement
For customers who prefer convenience, speed,
Gogi House also offers reservation services
through the hotline phone number of the
branch. Customers can also book reservations
through The Golden Spoon mobile app or Gogi
House's official website (https://gogi.com.vn/).
Since 2018, customers seem to prefer making
table reservations directly via the hotline
because it doesn't require an internet
connection and allows for quick communication
with the restaurant staff.
 2. ORDER - TAKING
B. Order-entry

G-delivery: This is a new way of ordering that emerged

during the COVID-19 pandemic.
In the context of the COVID-19 pandemic, Gogi
House faced continuous declines in sales at the
beginning of 2020. Aware of the situation, they
quickly rolled out the G-Delivery service across
their entire nationwide system.

G-Delivery focused on deploying mainly in Ho Chi

Minh City and then expandingto the northern
provinces, primarily focusing on Hanoi.

However, currently, with the recovery of the

macroeconomic environment and the easing of
pressure from the COVID-19 pandemic, the demand
for this service has significantly decreased.

=> G-Delivery had to close

 2. ORDER - TAKING
C. Check-in

After making a reservation and confirming, customers only need to state their name or phone
number to be guided to their table.

From 2018 to the present, there have been no significant changes in this check-in process. This
demonstrates the stability and effectiveness of customer management processes at The Gogi House
over time.

However, despite this stability, the business still

needs to continuously monitor and evaluate to
ensure that the process continues to meet
customer expectations and can be improved if
necessary.
 3. PAYMENT
During 2018 - 2021, Gogi House Giang Van Minh
accepted the following payment methods
After 2021, during the peak of the Covid-19
pandemic, cash payments were no longer as
favored as, customers tended to shift to other
online payment methods.

After reopening, all Gogi House branches in

general, and Gogi House Giang Van Minh in
particular, were equipped with a new payment
method: VNPay QR Code (Although it had
existed since 2017)

This method was extremely convenient,

Cash Credit/debit Smartbanking
providing customers with a comfortable
cards E-wallet
service experience.
 3. PAYMENT
d u ct io n in V A T h el p s a lle viate
ABOUT VAT The re
l
Golden Gate Group adjusted VAT from July 1, 2023, to December the financial burden of mea
more
31, 2023, reducing it from 10% to 8% expenses and also attracts
customers
4. CONSULTATION
A. Service consultation before dining
Customers can receive pre-visit advice through online channels such as the store's hotline or official
restaurant fanpage. The response speed on the store's fan page is quite fast, typically within about 5-10
minutes after you send the first message.

B. Service consultation during dining

When customers are seated, our staff presents the menu,
highlighting new dishes and ongoing promotions. If
customers need assistance, we offer suggestions tailored to
their dietary restrictions, preferences (spicy/non-spicy) and
group size.

1-2 years ago, Gogi Giang Van Minh consistently received

feedback regarding the staff's lack of enthusiasm in providing
recommendations. However, in the past six months or so, Gogi
Giang Van Minh has begun to regain customer affection
through changes in the service and consultation process of the
staff.
 4. CONSULTATION
C. Post-dining consultation service

Upon payment, the staff will inquire about the

customer's preferred payment method, allowing
customers to choose the most convenient method for
them.

Then, they will ask for the customer's feedback on the

dining experience at the restaurant, listening to and
addressing any feedback from customers throughout
their service experience at the restaurant.

Conduct surveys both online and offline to gather

customer feedback on the quality of products and
services, recording feedback to improve products and
services.
 5. HOSPITALITY
A. GREETING
As part of the Golden Gate
Corporation, Gogi's employees must
also adhere to the general service
rules applied to all branches:
- Proactively welcome customers,
always maintain a cheerful and
friendly attitude.
- Perform a light bow to greet
customers, politely confirm basic
information from customers.
- Escort customers to their tables,
pull out chairs, and provide napkins
according to restaurant standards.
- Quickly provide children's dining
chairs if available or as requested
Around 3-4 years ago, Gogi Giang
Van Minh received feedback from
customers stating that the service
staff here were not enthusiastic in
welcoming guests.
The store manager also took
note, addressing and closely
monitoring the service process of
the staff to ensure providing
customers with experiences
worthy of their expenditure.
Therefore, in the recent years post-
pandemic, Gogi Giang Van Minh
has improved with a more
enthusiastic and hospitable team
 5. HOSPITALITY
B. Toilets and Washing rooms
Since its opening, Gogi has always placed special emphasis on
maintaining cleanliness in restroom areas and equipping them with
essential items for customers such as hand sanitizer, paper towels,
hand dryers, etc. Cleaning staff will check restroom areas at least
twice a day, and management will inspect them at the beginning of
each shift.

=> Evaluation: The focus on maintaining cleanliness in the restroom

areas of Gogi restaurant is a positive aspect, demonstrating care for
customer experience and awareness of community health issues.
 5. HOSPITALITY
C. Waiting facilities and amenities
Waiting facilities

GoGi Giang Van Minh has not had a waiting area for customers when the
restaurant is fully booked. Most staff members will refuse to accept additional
customers when all tables are occupied, and customers will have to wait outside
or at the cashier counter until a table becomes available.

=> Evaluation: This practice sometimes makes customers feel that dining at the
restaurant will be time-consuming, and they may feel disappointed when they
cannot enjoy the dishes they desired on that day.
 5. HOSPITALITY
C. Waiting facilities and amenities
Amenities
In 2020, the restaurant implemented a series of significant
improvements, including a temporary closure of over a
month for renovation and facility upgrades.
One of the highlights is the change in the restaurant's Before
color scheme from black to beige, creating a brighter,
more luxurious space
The switch from wooden chairs to cushioned seats
meets customers' needs for comfort and convenience
The use of warm ivory LED downlights instead of
chandeliers creates a cozy, intimate atmosphere
=> The upgrades and improvements demonstrate their After
commitment to providing the best experience for customers.
These changes not only make the space more visually
appealing but also create a comfortable, and enjoyable
environment for customers.
 5. HOSPITALITY
C. Waiting facilities and amenities

During the post-lockdown period due to the Covid-19 pandemic, restaurants were allowed to reopen, and the
entire Gogi system, including Gogi Giang Van Minh, equipped additional sanitization and disinfection supplies
at the restaurant. They also arranged table positions in accordance with the Covid prevention regulations issued
by the Ministry of Health.

=> Evaluation: What Gogi has done during the Covid-19 lockdown period is a positive and proactive measure to
ensure the safety and health of customers and staff. This instills additional peace of mind and confidence for
customers during that time.
 6. SAFEKEEPING
A. Regarding Valet parking
Until 2018, customers arriving by motorbike would be
arranged to park mostly on the sidewalk area, while the road
space would be maximized for car parking. The sidewalk
and road space in the neighborhood were occupied,
hindering other vehicles from passing through this area.
By 2020, this issue had been addressed.

B. About Security Personnel

In 2020, this location received numerous negative feedback
about the security guards' lack of enthusiasm in guiding
and organizing parking. However, by 2022, there were no
more negative reviews about the security guards.

GoGi has acknowledged customer feedback and made

efforts to address issues. However, the process of this
change took time, as it took a full two years for this location to
resolve the issue.
 6. SAFEKEEPING
About Child Care: About Storage space
Till 2015, GoGi House was established
Since 2015, this location has provided
but the Giang Van Minh branch had
child seats to make it more
not yet arranged a VIP area for
convenient for families with young
customers.
children.
By 2019, the GoGi Giang Van Minh
=> Overall, the childcare service at the
expanded a VIP space with multiple
Giang Van Minh branch of Gogi
private rooms, Each VIP room is
House is well-aligned with the
equipped with compartments for
general service of all other locations.
guests' personal belongings, allowing
them to store items such as coats,
towels, bags, and other personal items
conveniently
=> GoGi has effectively met customer
needs by offering private dining spaces
for large groups or those seeking discreet
areas to enjoy services at GoGi Giang Van
Minh.
 7. Exception
Special request
Professional Skills of Children’s need:
GoGi Staff Under 1 meter: free of charge.
Height from 1 meter to under 1.3 meters: 70% direct
discount per child at the restaurant (excluding 8% VAT).
1.3 meters and above: charged as an adult ticket.

=> Suggestions have been made for Gogi House Giang Văn
Minh to add a play area for children as they often finish
meals early and wander arround

GoGi staff used to grill To prevent customers from

meat to a medium level, feeling disadvantaged, Gogi
but after customer implemented a separate
feedback, they received pricing policy for children
training to master grilling as follows:
techniques for various meat
preferences, adjusting
temperature and timing
accordingly..
 7. Exception
Special request
Medical needs Restitution:
Gogi House prioritizes fire safety by Customer feedback on food
equipping all branches with fire quality prompts the manager to
extinguishers to mitigate potential risks. apologize and offer a discount for
Subsequently, Gogi enhanced its fire future visits.
prevention system with automatic Post-dining feedback results in
alarms and sprinklers for customer phone apologies and staff
safety. adjustment if the complaint is
=> Explanation: Due to the nature of hotpot valid.
and grill dining, Gogi House Giang Văn Minh
always prepares a first aid kit with all
necessary medications.
D.PROPOSAL SOLUTIONS
 11.. INFORMATION
Optimizing the use of the
fanpage and information
channels: Gogi House Giang
Văn Minh needs to enhance
its activity on the fanpage of
the establishment to provide
updated information,
promotions, and events if any.
Expanding and being more
flexible with service hours: The
restaurant should consider
expanding service hours to meet
customer needs, especially during
peak hours and holidays. Gogi
House also needs to provide
clearer information about service
hours on information channels.
2. ORDER - TAKING
Improving The Golden Spoon app and website: There is
a need to enhance investment in upgrading the system
and user interface of The Golden Spoon mobile app and
website to ensure smoothness and ease of use for
customers.
Collecting and analyzing feedback from customers:
The restaurant should continuously gather data and
analyze feedback from customers to better understand
their needs and desires. Through this, Gogi House can
implement specific improvement measures to optimize
the experience for each customer group
3. Payment
Encouraging customers to use online payment
methods: Gogi House Giang Văn Minh can
implement the following methods to increase the
rate of customers using online payment methods:
+ Offer discounts or incentives for customers who
pay online.
+ Enhance promotion of online payment
methods.
+ Train staff to guide customers on using online
payment methods.
Additionally, the restaurant should ensure tight
security for customer payment transactions.
 5. Hospitality
Continuously maintaining staff training: Although the current
team has been improved, management continues to uphold
training, supervision, and evaluation to ensure a seamless
customer experience.
Adding waiting areas or seating for customers: Including
additional seating for waiting customers or expanding waiting
areas whenever the restaurant is fully booked. Additionally,
consider offering some services while customers wait to prevent
them from feeling bored or having a poor experience. This could
involve offering complimentary tea or water, providing some
games to pass the time, and creating an enjoyable atmosphere for
customers.
 6. Safekeeping
Increase the number of outside parking locations
Increase the number of outside parking locations such as
apartment buildings. , a collective building located near the
outdoor parking area, in the basement of Phuong Dong Building
or NB Apartment.

Adding an awning
Supplemented with an awning to avoid rain, sun and minimize the
effects of weather

Install surveillance cameras in the parking area

Install additional cameras to monitor the parking area to be able
to control security and preserve customers' assets to avoid thieves
stealing customers' assets.
 6. Safekeeping
Adding parking information boards
Customers don’t need to wait or seek for security personnel and
they can actively park and find a suitable parking place, according
to traffic regulations and safety.

Assign human resources as supervisory managers to periodically

visit the facilities and set specific regulations and evaluation
standards for customer parking services to help ensure the most
perfect and complete quality of customer service.
 7. Exception - Children's need:
Adding a children's play area
Build a small play area for children
in the restaurant to help ensure
safety for children and can
temporarily hold children while
their parents enjoy food.
Giving gifts and toys
Children who come to the
restaurant on special occasions
such as International Children's
Day, Mid-Autumn Festival, etc.
can receive gifts and toys
Providing eating utensils
specifically for children
Provide cups, small plates and
small utensils of suitable sizes for
children, helping them to easily
grasp, use and eat their own food
 RKETING SERVIC
Group 7
MA E Topic 3

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