# BRIEF KHACH HANG — F&B (NHA HANG / QUAN CAFE / BAKERY)

> **Variant chuyen biet cho:** Nha hang, Quan cafe, Bakery, Tra sua, Quan an, Pub/Bar, Buffet, Nha hang chay.
>
> **Khong phu hop voi:** San pham F&B dong goi (dung variant `10-fnb-product.md`), Resort/Khach san co dich vu an (dung variant `19-travel-resort.md`).

---

## HUONG DAN DIEN

- Thoi gian dien du kien: **30-40 phut**
- Gui kem hinh anh: mat tien quan, khong gian, mon an signature, menu, doi ngu
- Khong biet → ghi **"Chua quyet — can tu van"**

**Ngay phat brief:** ........./........./..........
**Han nop brief:** ........./........./..........

---

## PHAN A — THONG TIN DOANH NGHIEP

### A1. Thong tin co ban
| Hang muc | Thong tin |
|----------|-----------|
| Ten quan/nha hang | |
| Tagline / Slogan | |
| Loai hinh F&B | □ Fine dining □ Casual □ Fast casual □ Cafe □ Bakery □ Tra sua □ Pub/Bar □ Buffet □ Quan an binh dan □ Khac: ........ |
| Phong cach am thuc | □ Viet □ Nhat □ Han □ Hoa □ Au □ Fusion □ Chay □ Healthy □ Khac: ........ |
| Dia chi chi nhanh chinh | |
| So chi nhanh | □ 1 □ 2-5 □ 6-10 □ Tren 10 □ Chuoi nhuong quyen |
| Nam thanh lap | |
| Gio mo cua | |
| Capacity (suc chua) | ............ khach/luot |
| Web-site | |
| Fanpage | |

### A2. Nguoi dai dien
| Vai tro | Ho ten | SĐT | Email |
|---------|--------|-----|-------|
| Owner/Founder | | | |
| Bep truong/Barista chinh | | | |
| Quan ly van hanh | | | |
| Phu trach Marketing | | | |

### A3. Cau chuyen thuong hieu
> *Goi y: Cau chuyen ra doi quan? Vi sao chon mon nay/phong cach nay? Co ke thua tu gia dinh khong?*

```
[Dien tai day — 4-6 cau]
```

### A4. Triet ly van hanh
| Cam ket | Mo ta |
|---------|-------|
| 1. Nguyen lieu | (VD: 100% nguyen lieu tuoi nhap hang ngay) |
| 2. Cong thuc | (VD: Cong thuc gia truyen khong dieu chinh) |
| 3. Phuc vu | (VD: Khong tip ep buoc, dat ban truoc khong tinh phi) |
| 4. Khac | |

### A5. Doi ngu chinh
| Vi tri | So luong | Ghi chu |
|--------|---------|---------|
| Bep truong (Head Chef) | | |
| Bep pho/Sous chef | | |
| Barista (neu cafe/tra sua) | | |
| Phuc vu | | |
| Cashier | | |
| Quan ly ca | | |

---

## PHAN B — MENU & SAN PHAM

### B1. Phan khuc gia
- [ ] **Binh dan** (mon chinh duoi 100K)
- [ ] **Trung cap** (mon chinh 100K-300K)
- [ ] **Cao cap** (mon chinh 300K-700K)
- [ ] **Fine dining** (set menu 1tr+/nguoi)

### B2. Menu chu luc
> *Liet ke 10-15 mon noi bat. Danh dau (★) cho mon signature, ($) mon ban chay nhat.*

| STT | Ten mon | Loai | Gia | Signature? | Ban chay? |
|----|---------|------|-----|-----------|----------|
| 1 | | □ Khai vi □ Mon chinh □ Trang mieng □ Do uong | | | |
| 2 | | | | | |
| 3 | | | | | |
| 4 | | | | | |
| 5 | | | | | |
| 6 | | | | | |
| 7 | | | | | |
| 8 | | | | | |
| 9 | | | | | |
| 10 | | | | | |

### B3. Combo / Set menu / Khuyen mai
| Ten combo/set | Bao gom | Gia goc | Gia uu dai | Thoi gian ap dung |
|--------------|---------|---------|-----------|------------------|
| | | | | |
| | | | | |
| | | | | |

### B4. Dac diem mon chu luc
> *Dieu gi lam mon nay khac biet so voi noi khac?*

| Mon | Diem doc dao |
|-----|-------------|
| | |
| | |
| | |

### B5. Kenh ban hang
| Kenh | Co dung? | Doi tac/App |
|------|---------|------------|
| Dine-in (an tai cho) | □ Co | |
| Takeaway | □ Co | |
| Grab Food | □ Co □ Khong | |
| ShopeeFood | □ Co □ Khong | |
| BeFood | □ Co □ Khong | |
| Foody/Loship | □ Co □ Khong | |
| Web/App rieng | □ Co □ Khong | |
| Catering / Goi tan noi | □ Co □ Khong | |

### B6. AOV (Gia tri don trung binh)
- Dine-in: ............ /khach
- Takeaway: ............ /don
- Delivery: ............ /don

### B7. USP — Tai sao khach chon quan
1. ............................
2. ............................
3. ............................

---

## PHAN C — KHACH HANG MUC TIEU

### C1. Doi tuong khach hang chinh (chon 2)
- [ ] **Sinh vien 18-22** — gia tot, gen Z friendly
- [ ] **Nhan vien van phong 22-30** — bua trua, after-work
- [ ] **Cap doi/Hen ho 22-32** — date night, dac biet
- [ ] **Gia dinh co con nho 28-40** — cuoi tuan, sinh nhat
- [ ] **Doanh nhan 30-50** — bua trua/toi business
- [ ] **Foodie/Reviewer 22-35** — kham pha mon moi
- [ ] **Nguoi nuoc ngoai/Expat** — ngon ngu Anh, mon Au
- [ ] **Khach du lich** — checkin, an thu dac san

### C2. Dip an chinh
- [ ] Bua sang
- [ ] Bua trua (van phong)
- [ ] Bua toi
- [ ] After-work / Happy hour
- [ ] Cuoi tuan ca gia dinh
- [ ] Sinh nhat / Ky niem
- [ ] Hop nhom ban
- [ ] Date night

### C3. Tan suat khach quay lai
- [ ] Hang ngay (van phong gan, di lam)
- [ ] Tuan 1-2 lan
- [ ] Thang 1-2 lan
- [ ] Vai lan/nam (dip dac biet)

### C4. Ban kinh phuc vu
- [ ] Chi trong ban kinh 1km
- [ ] 1-3km (van phong gan)
- [ ] Toan thanh pho (destination)
- [ ] Khach du lich (di chuyen xa de an)

### C5. Persona — Mo ta khach ly tuong
> *VD: "Anh Nam, 28 tuoi, lap trinh vien, di lam ban kinh 2km, an trua 70K-100K, thich quan sach se yen tinh, di voi 1-2 dong nghiep, khong thich quan dong on..."*

```
[Dien tai day]
```

### C6. Hanh trinh khach hang
| Buoc | Khach lam gi? |
|------|--------------|
| 1. Doi/can an | (Doi gan, doi mon, theo trend) |
| 2. Tim quan | (Map, Foody, hoi ban, scroll Facebook) |
| 3. Quyet dinh thu | (Doc review, xem menu, xem hinh) |
| 4. Trai nghiem | (Den quan, dat dilivery, takeaway) |
| 5. Quay lai | (Like → loyal → khoe ban be) |

---

## PHAN D — CANH TRANH & VI THE

### D1. Doi thu truc tiep (cung phong cach, cung khu vuc)
| Ten quan | Dia chi | Gia tham khao | Diem manh | Diem yeu |
|---------|---------|--------------|-----------|---------|
| | | | | |
| | | | | |
| | | | | |

### D2. Doi thu gian tiep
> *VD: Khach co the chon "an o nha", "an Grab Food", "an cantin van phong"*

| Loai thay the | Diem manh | Tai sao van canh tranh duoc |
|---------------|-----------|---------------------------|
| | | |
| | | |

### D3. Quan muon duoc khach "nho den" nhu the nao?
```
[Dien tai day — 1 cau]
```

### D4. Loi the canh tranh dac biet
- [ ] Vi tri dac dia (mat tien, gan van phong, mat ho)
- [ ] Mon signature khong noi nao co
- [ ] Bep truong noi tieng / co background
- [ ] Khong gian doc dao (theme, view, decor)
- [ ] Gia tot nhat thi truong cung phong cach
- [ ] Da co fanbase / khach loyal lon
- [ ] Khac: ............................

---

## PHAN E — MUC TIEU CHIEN DICH

### E1. Boi canh chien dich
- [ ] **Khai truong chi nhanh moi**
- [ ] **Re-launch / Doi menu / Doi concept**
- [ ] **Push mon moi / mua le hoi**
- [ ] **Tang traffic gio thap diem**
- [ ] **Mo rong tep khach (B2C → corporate, family → couple...)**
- [ ] **Day delivery (giam phu thuoc dine-in)**
- [ ] **Build community / Loyal customer**
- [ ] **Dau tu thuong hieu dai han**

### E2. KPI thang dau chien dich
| Chi so | Muc tieu |
|--------|----------|
| Luot khach moi/ngay | ............ |
| AOV trung binh | ............ |
| Doanh thu/ngay | ............ |
| Doanh thu thang | ............ trieu |
| % don delivery | ............ % |
| So review Google/Foody moi | ............ review |
| So follow Fanpage moi | ............ |
| Ti le khach quay lai | ............ % |

### E3. KPI dai han 6 thang
- Doanh thu muc tieu: ............ trieu/thang
- So khach loyal (3+ lan): ............ khach
- Mo rong: □ Khong □ Mo them chi nhanh □ Mo Cloud Kitchen □ Franchise

### E4. Mua/Dip dac biet (neu chien dich gan dip nay)
- [ ] Tet
- [ ] Valentine
- [ ] 8/3
- [ ] 30/4 - 1/5
- [ ] 2/9
- [ ] Trung Thu
- [ ] Halloween
- [ ] Giang Sinh
- [ ] Khac: ............

---

## PHAN F — NGAN SACH & TIMELINE

### F1. Tong ngan sach Marketing thang
- [ ] Duoi 10 trieu
- [ ] 10-30 trieu
- [ ] 30-70 trieu
- [ ] 70-150 trieu
- [ ] Tren 150 trieu

### F2. Phan bo
| Hang muc | % | Can tu van |
|---------|---|----------|
| Performance Ads (Meta + TikTok) | | □ |
| Food Reviewer / Foodie KOC | | □ |
| Khuyen mai/Voucher | | □ |
| Su kien khai truong | | □ |
| Photoshoot + Video food | | □ |
| Listing Foody/Grab/ShopeeFood promotion | | □ |
| Loyalty program / Punch card | | □ |
| Local SEO + Google Business | | □ |

### F3. Timeline
| Moc | Ngay |
|-----|------|
| Bat dau teasing | |
| Soft launch (neu co) | |
| Grand Opening | |
| Ket thuc giai doan uu dai | |

---

## PHAN G — NGUON LUC HIEN CO

### G1. Doi ngu lien quan Marketing
| Vi tri | Co? | So luong |
|--------|-----|---------|
| Nguoi chay Ads | □ Co □ Khong | |
| Content/Caption | □ Co □ Khong | |
| Designer | □ Co □ Khong | |
| Quay video food | □ Co □ Khong | |
| Quan ly Foody/Grab | □ Co □ Khong | |
| Nhan dien thuong hieu (tay nghe) | □ Co □ Khong | |

### G2. Co so vat chat
| Hang muc | Co? | Ghi chu |
|---------|-----|---------|
| Logo + bo nhan dien | □ Co □ Khong | |
| Hinh anh food chat luong (food photography) | □ Co □ Khong | |
| Video quay mon an (food video) | □ Co □ Khong | |
| Menu thiet ke chuyen nghiep | □ Co □ Khong | |
| Standee/POSM trong quan | □ Co □ Khong | |
| Goc check-in cho khach chup hinh | □ Co □ Khong | |
| Wifi tot | □ Co □ Khong | |
| Phong/khong gian phu hop livestream | □ Co □ Khong | |

### G3. Bep co san xuat noi dung khong?
> *VD: Bep truong quay video huong dan nau, hau truong, content "behind-the-kitchen"*

- [ ] Co — bep truong san sang len camera
- [ ] Co — co nhan vien khac san sang
- [ ] Khong — can dao tao
- [ ] Khong — bep khong muon len camera (can KOC ben ngoai)

### G4. Khach hang co quay video review tu nhien khong?
- [ ] Co rat nhieu — can he thong hoa
- [ ] Co it - can encourage them
- [ ] Hiem khi - can tao trigger
- [ ] Chua bao gio

---

## PHAN H — TAI SAN SO

### H1. Kenh hien co
| Kenh | Da co? | Link | Follow | Trang thai |
|------|--------|------|--------|-----------|
| Facebook Fanpage | □ Co □ Chua | | | □ Active |
| Instagram | □ Co □ Chua | | | |
| TikTok | □ Co □ Chua | | | |
| Foody | □ Co □ Chua | | rating: | |
| Grab Food | □ Co □ Chua | | rating: | |
| ShopeeFood | □ Co □ Chua | | rating: | |
| Google Business Profile | □ Co □ Chua | | review: | |
| Website / Web ordering | □ Co □ Chua | | | |
| Zalo OA | □ Co □ Chua | | | |
| Group Facebook khach loyal | □ Co □ Chua | | | |

### H2. Web/App rieng
- [ ] Co web order rieng
- [ ] Co app rieng
- [ ] Chi co landing page gioi thieu
- [ ] Chua co — co can build khong: □ Co □ Khong

### H3. Database
- So SĐT khach cu: ............
- So thanh vien Zalo: ............
- So nguoi tham gia loyalty program: ............

---

## PHAN I — YEU CAU SANG TAO

### I1. Tone & Style
- [ ] **Sang trong / Fine dining**
- [ ] **Trendy / Gen Z** — viral-friendly, meme-able
- [ ] **Gan gui / Nha lam**
- [ ] **Sang chanh / Instagrammable**
- [ ] **Truyen thong / Que huong**
- [ ] **Healthy / Wellness**
- [ ] **Vintage / Hoai co**
- [ ] **Industrial / Modern**

### I2. Brand cam hung
| Brand | Ly do |
|-------|-------|
| | |
| | |

### I3. KHONG duoc lam
> *VD: "Khong dung tu 're tien'", "Khong khoe so luong nuong qua nhieu trong 1 hinh", "Khong dung nhac sao chep ban quyen"*

1. ............................
2. ............................
3. ............................

### I4. Rang buoc phap ly F&B
- [ ] **Co Giay phep An toan thuc pham (VSAT-TP)**
- [ ] **Khong duoc tu nhan co tac dung chua benh** (neu nha hang chay/healthy claim)
- [ ] **Tranh hinh anh ruou bia neu Spa/Quan ko duoc kinh doanh ruou**
- [ ] **Khong duoc dung nhac co ban quyen** (Spotify, Apple Music) cho video

---

## PHAN J — DELIVERABLES MONG MUON

### J1. Strategy
- [ ] Fullstack Marketing Plan
- [ ] Content calendar 3 thang
- [ ] Performance Plan 4 giai doan
- [ ] Local SEO strategy

### J2. Creative
- [ ] Photoshoot food (50+ hinh, day du menu)
- [ ] Video gioi thieu quan (60-90s)
- [ ] 30+ video TikTok food (15-30s/video)
- [ ] Video "Behind the kitchen"
- [ ] Menu thiet ke moi
- [ ] Standee / POSM trong quan
- [ ] Bo voucher / loyalty card
- [ ] Landing page

### J3. Van hanh
- [ ] Setup + chay Meta Ads
- [ ] Setup + chay TikTok Ads
- [ ] Booking Foodie/Reviewer (5-10 nguoi)
- [ ] To chuc su kien khai truong
- [ ] Setup Foody/Grab/ShopeeFood (toi uu listing, photo, ban chay)
- [ ] Google Business Profile + review management
- [ ] Setup Zalo OA + bot
- [ ] Loyalty program

### J4. Hinh thuc hop tac
- [ ] Project (khai truong)
- [ ] Retainer 6-12 thang
- [ ] Tu van + chuyen giao

---

## PHAN K — THONG TIN BO SUNG

### K1. Tai lieu dinh kem
- [ ] Logo (vector)
- [ ] Hinh quan + mon an chat luong cao
- [ ] Menu hien tai
- [ ] Video gioi thieu (neu co)
- [ ] Giay phep VSAT-TP
- [ ] Review noi bat (Foody, Google)

### K2. Cau hoi cho agency
```
[Dien tai day]
```

### K3. Thong tin khac
> *Ke hoach mo rong, hop tac voi brand khac, su kien sap toi...*

```
[Dien tai day]
```

---

## XAC NHAN & GUI BRIEF

**Nguoi dien:** ............................
**Chuc vu:** ............................
**Ngay dien:** ......./......./..........
**SĐT:** ............................
**Email:** ............................

**Cam ket:**
- [ ] Da dien day du
- [ ] Dong y agency dung thong tin nay lam ke hoach
- [ ] Phan hoi cau hoi bo sung trong 48h
- [ ] Thong tin trung thuc

**Hinh thuc gui:**
- Email: ............................
- Zalo: ............................
- Han nop: ......./......./..........

---

## NEXT STEPS

1. **24h:** Agency review brief
2. **48h:** Hop 60 phut lam ro thong tin
3. **5-7 ngay:** Marketing Plan v1
4. **7-10 ngay:** Plan v2 final
5. **10-14 ngay:** San xuat content + setup
6. **Launch:** Go live

---

*Cam on da danh thoi gian dien brief.*
**Team Marketing — Agency**
