NATIONAL ECONOMICS UNIVERSITY

ADVANCED EDUCATION PROGRAM

***
PERSONAL REPORT

SUBJECT: Service Marketing

Topic 6: Select the service of a specific business/service provider. Describe the demand
characteristics of target customers and evaluate how the business/service provider
develops products and services to meet the needs of target customers. (Solve 6.1, 6.3,
and 6.5)

Lecturer: Dr. Nguyen Thu Lan

Class: Marketing Management 64A

Student: Luu Thi Nhu Quynh- Group 8

Student ID: 11225534

Ha Noi - 4/2025
 Table of Contents
Reason for Choosing Haidilao’s Service............................................................................3
I. Introducing about the business..................................................................................5
II. Introducing Hotpot Service at Haidilao.........................................................................6
2.1. Description of the Service........................................................................................6
2.2. Analyzing Haidilao’s existing competitors..............................................................15
III. Analysis of the needs and characteristics of the target customers..........................20
3.1.Segmentation..........................................................................................................20
3.2 Targeting................................................................................................................. 23
3.3. Customer’s insight, barrier and motivation...........................................................26
3.4. Analysis of the Service Values at Haidilao Demanded by the Target Customers...28
IV. Analysis of Haidilao service and evaluation of how it provides and develops
services for its target customers.....................................................................................36
4.1 Analysis of Haidilao service based on 2 Models of Lovelock and Shostack............36
4.1.1 Core..................................................................................................................39
4.1.2 Enhancing Elements.........................................................................................40
4.1.3 Facilitating elements........................................................................................50
4.2. The evaluation table of target customers' needs and assessment of how Haidilao
has met and improved its services to fulfill those needs..............................................56
V. Đề xuất giải pháp cho Haidilao...................................................................................64
Reason for Choosing Haidilao’s Service

After researching, I chose to analyze the food and beverage service of the Haidilao
restaurant chain in Vietnam because it represents a prime example of how a business
can develop services based on a deep understanding of the needs of its target
customers, perfectly aligned with the core requirement of the assignment.

Firstly, while many restaurants focus primarily on food, Haidilao creates a

comprehensive dining experience where customers feel cared for, entertained, and
emotionally engaged throughout the meal. From the reservation process, in-store
service, to value-added offerings such as complimentary manicures, free milk tea,
noodle dance performances, and robot waiters, every element is designed to provide
comfort, personalization, and enjoyment. This clearly reflects how the company designs
its service to meet the increasingly high expectations for emotional and experiential
value among its target customers, mainly young, urban, and middle-to-high-income
individuals. These features also help differentiate the brand and build strong customer
loyalty.

Secondly, Haidilao’s service development is grounded in a clear understanding of the

specific needs and behaviors of its target customers. The company goes beyond food
quality to create distinctive value through attentive customer care and flexible
operations. Examples include offering free snacks while waiting, customizing hotpot
flavors upon request, and supporting advance reservations to save time. These features
demonstrate that Haidilao tailors its services to customers’ actual preferences rather
than applying a rigid, one-size-fits-all model. Moreover, its customer service is highly
personalized, turning a meal into an entertainment experience with noodle-dancing
shows and trendy interactions with guests. This blend of cuisine and entertainment is
increasingly becoming a trend in the modern F&B industry—where emotional value
plays a critical role in consumer decision-making.

Thirdly, Haidilao is a standout case of effective integration between operational

management, customer service, and brand strategy. The company has expanded
globally while maintaining consistent service quality and adapting to each market’s
culture, taste, and consumer habits. This makes Haidilao a solid case for analyzing how a
business adjusts its services to suit different target customer groups—an essential focus
of the assignment.
In conclusion, Haidilao is an exemplary case of customer-centric service development,
harmoniously combining product, experience, and operations. Studying this case not
only addresses the requirements of the assignment but also offers valuable practical
insights for the Vietnamese F&B sector, especially in the premium hotpot and culinary
sectors.
 I. Introducing about the business

Haidilao is a hotpot brand that has gained worldwide fame. In recent years, it has made
a strong impression on Vietnam’s culinary market by opening a series of hotpot
restaurants in major cities and launching convenient hotpot seasoning packets that
retain the original restaurant flavors - simply mix them with hot water for a delicious
broth.

Haidilao was founded in 1994 as a hotpot restaurant chain in Jianyang City, Sichuan
Province, by its founder, Mr. Zhang Yong. Initially, Haidilao was just a small Sichuan
hotpot stall on the roadside, and at that time, the company behind the chain was called
“Di Shang Zhong”. In 1999, Haidilao opened its first Xi’an Yanta Store, offering a variety
of hotpot dishes and seasoning products under its brand.

In 2019, Haidilao entered the Vietnamese market with its first two restaurants located
at Bitexco Financial Tower (Ho Chi Minh City) and Vincom Pham Ngoc Thach (Hanoi).
Right from the start, the brand received enthusiastic support and popularity among the
youth. As of now, Haidilao has 17 outlets in Vietnam, mostly located in bustling
shopping centers, with large, spacious, and aesthetically pleasing premises - perfectly
aligned with its positioning as a premium brand.

The company places top priority on continuously improving the quality and safety of its
food products, delivering more thoughtful services to customers, and offering healthier,
safer, and more nutritious food options.
II. Introducing Hotpot Service at Haidilao

2.1. Description of the Service

The main service provided by the Haidilao restaurant chain is hotpot cuisine, offering a
diverse menu that delivers distinctive and authentic culinary experiences. Unlike the
popular buffet model, Haidilao adopts an à la carte system, allowing customers to
choose from a wide variety of dishes. Haidilao's menu is highly regarded for its richness,
catering to various tastes, including eight signature broths along with a wide range of
either fresh meat and vegetables or previously processed food options such as shrimp,
and more. One of the key features that contributes to Haidilao's appeal is its sauce bar
with more than ten variations of ingredients or sauces, where customers can create
their own dips and enticing dessert offerings, providing a complete dining experience.
Haidilao is committed to maintaining high-quality standards, ensuring fresh ingredients,
food safety, and meeting the “green-clean” criteria. In addition, Haidilao places
significant emphasis on the restaurant’s luxurious interior design, with an open layout
that ensures a spacious and airy environment while still maintaining privacy for all types
of customers. Haidilao also invests in modern equipment, such as intelligent electric
stoves and an automated ordering system, optimizing service processes and enhancing
the overall customer experience. The restaurant offers flexible reservation methods and
provides complimentary services such as hand massages, nail treatments, and ‘noodle
dance’, allowing customers to relax while waiting or during the mealtime. With its
exceptional service quality and thoughtful attention to detail, Haidilao has successfully
established a modern and distinctive hotpot dining experience.

Evaluation of Hotpot Dining Service Quality at Haidilao

- Evaluation of Hotpot Quality at Haidilao

According to the survey results, the hotpot quality at Haidilao received highly positive
feedback from the majority of participants. Specifically, over 83% of customers stated
they were satisfied with the flavor of the broth, describing it as rich, flavorful, and well-
suited to their taste preferences. Additionally, more than 86% of customers highly
appreciated the diversity and variety of Haidilao’s menu. The menu offers a wide
selection of signature broths such as Mala spicy hotpot, tomato hotpot, Thai hotpot,
and mushroom hotpot, catering to a broad range of diners' tastes. The dipping
ingredients, including beef, lamb, fresh seafood, and various vegetables, were also well-
received for their freshness and flavorful seasoning.

Regarding the quality of hotpot ingredients, 85.2% of customers agreed that the meat,
seafood, and vegetables at Haidilao were fresh and met high-quality standards. Many
customers also emphasized that the ingredients were carefully preserved, well-
prepared, and neatly cut for an enjoyable dining experience.

In conclusion, with over 80% of customers expressing satisfaction with the broth flavor,
ingredient quality, and variety of choices, Haidilao has firmly established its position in
the hearts of consumers, especially in the premium hotpot restaurant segment.

- Evaluation of Entertainment Facilities and Additional Services

The survey showed that Haidilao’s extra services - such as nail care, children’s play area,
snack bar,…received very positive feedback, with more than 86% of respondents
agreeing that these services were convenient and useful. This reflects Haidilao’s focus
not only on food quality but also on providing a comprehensive dining experience.

Entertainment features such as noodle dance performances, birthday celebrations, and

staff interaction activities also left a strong impression, with nearly 93% of surveyed
customers rating these elements highly in terms of appeal and quality. These highlights
significantly enhance the emotional value throughout the dining experience.

Additionally, supportive amenities during the meal, such as wet towels, aprons, hair ties,
phone covers, and sauce refills, were warmly welcomed, with over 96% of respondents
finding them helpful. These small touches reflect Haidilao’s thoughtfulness and
attention to detail in crafting an exceptional customer experience.

- Evaluation of Service Process and Staff Attitude

According to survey results, the service process and staff attitude at Haidilao received
overwhelmingly positive feedback from most customers. Specifically, 71.3% of
respondents gave the highest rating of 5, indicating that the staff was highly
professional and attentive throughout their dining experience.

Furthermore, the table reservation process, seat guidance, and food service were
considered well-organized, creating a smooth and convenient experience for customers.
Half of the respondents (50%) stated they were completely satisfied, while 41.7% gave it
a 4, indicating that Haidilao has built an efficient and seamless operational system that
makes guests feel comfortable and well taken care of throughout their dining journey.
Survey results also revealed positive feedback regarding Haidilao’s ordering technology.
Up to 89.8% of respondents rated the system 4 or 5 when asked about the user-
friendliness of the tablet or app-based ordering system. Notably, 52.8% rated it a 5,
highlighting that it is very easy to use, saving them time and giving them greater control
over their meal selection.

In addition to ease of use, the integration of technology into the ordering process also
enhanced the overall dining experience. 92.6% of customers agreed that technology
made their meal more seamless and convenient, with 59.3% giving it the highest score,
reflecting high satisfaction with the synergy between technology and service.
In summary, with over 90% of customers satisfied with the modern and efficient
ordering system, Haidilao has successfully merged technology and service to enrich the
dining experience and create a lasting impression among diners.

- Evaluation of Restaurant Space

Based on the results from the three survey charts, it is clear that restaurant space is a
key factor contributing to the dining experience, and Haidilao has performed well in this
regard. Specifically, 96.3% of customers rated the cleanliness and comfort highly, with
62% giving a perfect score. The logical layout of dining tables, which creates a sense of
privacy and spaciousness, was also positively rated by 87.1% of respondents.
Additionally, 85.2% stated that the lighting and sound were appropriately adjusted,
enhancing the overall dining experience.

Overall, Haidilao’s restaurant space is highly rated, reflecting a thoughtful and consistent
investment in providing a comfortable and relaxing environment for diners.

=> Overall Evaluation of the Dining Experience

In conclusion, it can be seen that the majority of participants felt that Haidilao’s service
met or exceeded their expectations. Notably, 96.3% of customers stated they would
recommend Haidilao to friends and family, reflecting a high level of satisfaction and
brand loyalty.

2.2. Analyzing Haidilao’s existing competitors

In the mid-to-high-end hotpot segment, Haidilao is currently facing intense competition
from two main rivals: Manwah and Hotpot Story. Manwah is a direct competitor of
Haidilao as it targets the same market segment, offering a luxurious dining space and
quality service. Manwah focuses on traditional Taiwanese hotpot flavors and offers
more competitive pricing (VND 439,000/person compared to Haidilao’s VND 450,000–
500,000/person). As for Hotpot Story, although it is not as upscale as Haidilao, it
operates in the mid-range buffet hotpot segment and features a variety of broth flavors
inspired by different Asian cuisines (Thai, Japanese, Korean, and Chinese).

Criteria Haidilao Manwah Hotpot Story

VND 450.000 - VND 439.000 VND 299.000 –

Average Price per 500.000 399.000
Person

- 8 hotpot broth - 5 hotpot broth - 5 hotpot broth

Food Quality flavors flavors flavors
- Beef marinated in - 70+ hotpot side
Cantonese style dishes
- Fresh, high-quality - High-quality,
ingredients strictly controlled
ingredients
- Diverse dessert
counter

Service Quality - Additional services - Free “Kungfu - Quick buffet

like nail care, liquor-pouring” service, self-service
massage, and tea performance line
while waiting - Friendly, attentive,
- Extra offerings and well-groomed
such as live noodle staff
dance
performances at
the table and
babysitting for
families or birthday
parties
- Professional, agile,
 and energetic staff
that meets
customer needs
- Order and pay
quickly with
minimal errors.

Restaurant - Luxurious style - Strong Taiwanese - Modern space

Ambience - Warm red-and- character with open suitable for large
gold color scheme space groups
- Variety of spaces - Elegant, warm-
for different toned decor
purposes - Eye-catching
- Booth-style decorations
seating ensures
privacy

Number of 17 7 50+
Locations in
Vietnam

Brand Recognition Very high High Medium

Compared to its two competitors, Haidilao holds an advantage in premium service

quality, offering amenities such as nail care, massage, noodle dance performances, and
child supervision—services that competitors have yet to provide.
However, the brand faces pressure from rivals who are continuously improving their
services, enhancing food quality, and optimizing the customer experience. Both
Manwah and Hotpot Story feature attractive spaces, friendly staff, and fast service,
enabling them to appeal to younger customers and families. Additionally, while Haidilao
operates 17 branches—more than Manwah’s 7—it still lags behind other hotpot buffet
chains in terms of store count, posing challenges for market expansion.

→ Haidilao’s unique selling proposition (USP) lies in elevating the hotpot dining
experience into a form of entertainment and holistic care. Beyond serving high-quality
food, Haidilao offers a range of unique services such as nail care while waiting for a
table, live noodle dance performances at the table, childcare services, and birthday
party arrangements. Coupled with a professional, dedicated staff that personalizes the
experience for each customer, Haidilao creates a distinct service value, retaining
customers not just with food, but through emotion and complete satisfaction.

Positioning Map of Haidilao

Source: Research
The positioning map developed by the research team is based on two main criteria:
Price and Service Diversity. The vertical axis represents price levels (High – Low), while
the horizontal axis shows the degree of service diversity (Diverse – Limited).

Haidilao is located in the upper right quadrant, indicating a high price and a wide range
of services. What makes Haidilao stand out is not only the quality of food that justifies
its price but also the variety of premium customer care services, such as attentive
service, personalized offerings (free nail and hand massage services, snacks while
waiting for a table, hot towels, hair ties, robot servers, noodle dancing shows, photo
printing, children’s play area, etc.), which create a sense of being “well taken care of”
rather than simply dining at a hotpot restaurant. This has helped Haidilao solidify its
position in the high-end hotpot restaurant segment by delivering an outstanding
customer experience.

Direct competitors in the same segment include Hotpot Story and Manwah - two brands
that offer lower prices but do not provide customer services that exceed expectations
like Haidilao. Manwah offers relatively diverse services with a rich Taiwanese hotpot
buffet model, including various soup bases and side dishes, and some features such as
the free “Kungfu Wine Pouring” performance, sufficient to meet the needs of the mid-
range market. However, its services are neither personalized nor premium like
Haidilao’s. In contrast, Hotpot Story has more limited services, focusing mainly on buffet
hotpots with a variety of soup bases and toppings, and does not offer special customer
care services like the other two brands.

To maintain its position, Haidilao needs to continue enhancing its premium services
while leveraging media and communication to emphasize its unique customer
experience. Expanding the customer base through promotions or flexible combo
packages could help attract a wider audience. Moreover, Haidilao should optimize its
operational efficiency to reduce wait times without compromising service quality. With
this strategy, the brand can retain its leading position in the high-end hotpot segment
and build a strong competitive barrier against other players.
III. Analysis of the needs and characteristics of the target customers

3.1.Segmentation

The research team will analyze market segments based on the following criteria:
Demographics (age, income), Psychographics, and Consumer Behavior.

Age Average Income

Psychographics Behaviors
Group (mil VND/month)

- Enjoy new
- Dine out with friends,
experiences, especially
partners, students, or
trendy brands
colleagues who are new to
- Influenced by social work
media and KOL/KOC
- Often book via apps or follow
reviews
trends on TikTok, Facebook
- Image-conscious, love
18-24 5.3 - Prefer combo deals, and split
checking in at beautiful
bills when dining in groups
spots
- Check-in, live stream
- Value fun and comfort
experiences on social media
over food quality
- Low return rate unless the
- Price-sensitive,
experience is exceptionally
prioritize promotions
memorable
and discounts

25-34 7.4 - Care about service - Dine with family, coworkers,

quality, aesthetic friends, or partners, usually on
ambiance, and special occasions
personalized
- Choose restaurants with
experiences
good service and photogenic
- Willing to spend more spaces
on a valuable meal
- Often book in advance via
 - Influenced by online
phone, app, or website to
reviews but can judge
avoid waiting
quality independently
- Interested in loyalty
- Love exploring cuisine
programs and member
- View dining as a benefits
lifestyle experience and
- Likely to return if service is
enjoy premium
impressive
experiences

- Prioritize food quality

and customer service
- Dine with family, business
- Care about nutrition, partners, or high-income
ingredients, and health friends

- Willing to pay more if - Prefer quiet, private

justified restaurants with professional
35-44 8.6 service
- Prefer private,
comfortable spaces, - Dislike long queues, usually
suitable for client book in advance
meetings
- Less interested in discounts,
- Less influenced by value quality experiences
online ads, trust friends
and expert reviews

45-54 7.8 - Value health and food - Dine with family, children, or
safety but still enjoy partners
new and convenient
- Tend to choose familiar
experiences
places
- Prefer private,
- Dislike queuing, prefer pre-
spacious, and quiet
booking or private waiting
environments
areas
 - Less influenced by - Rarely check in or review
trends or online ads, online but may recommend to
rely on personal acquaintances
experience and word- - Prefer loyalty programs over
of-mouth one-time promotions

- Focus on health and

- Dine with family and
nutrition, prefer clean,
grandchildren, prefer familiar
less oily and spicy food
places
- Prefer traditional,
- Choose restaurants and
quiet spaces over
dishes suited to the elderly,
modern ones
less likely to change
- Value consistency, like preferences
55+ 7.2 familiar experiences
- If booking online, often ask
and reluctant to try new
family members for help
things
- Not drawn to promotions but
- Favor traditional and
appreciate long-term
familiar dishes
customer perks
- Not tech-savvy or
- Likely to return if food suits
interested in online
their taste and service is good
programs
 Average salary and range in Vietnam by age in VND

Source: https://www.paylab.com/vn/salaries-in-country

Assessment of Segment Potential/Attractiveness:

After researching, in conclusion, the 25-34 age group is the most attractive for F&B
businesses due to their high spending power, openness to new experiences, and return
tendency when satisfied. On the other hand, the 55+ segment is the least appealing due
to static behavior and low responsiveness to modern marketing.

3.2 Targeting

Category Details

Demographic - Age: 25 – 34

- Income: Upper middle class and above

 - Gender: Male and Female

- Occupation: Students, office workers

- Location: Living and working in major cities in Vietnam

- Social connection: Dining is seen as a meaningful social experience,

not just for eating but for bonding with friends, family, or
colleagues.

Psychographic - Value uniqueness and originality: Attracted to unique service

styles, interior design, and creative dining concepts.

- Culturally influenced: Open to diverse culinary cultures; enjoy

trying new, exotic food and drinks.

- Frequently dine out in groups for special occasions (birthdays,

reunions, etc.)

- Seek unique and memorable culinary experiences for personal

satisfaction and self-expression
Behavioral
- Actively follow food trends on social media

- Frequently share meal photos/videos on platforms like TikTok and

Instagram

- Interested in promotions and discounts during special events

 Based on the survey of the target customer group aged 25-34, combined with research
into their needs, behaviors, and motivations, it can be seen that there are two main
customer groups. Notably, 63.9% are in the group that usually goes with friends or their
significant other, and over 30% are family customer groups. Therefore, a more detailed
analysis of these two customer groups is as follows:

Target
Young Customers, Groups of Friends Families
Segment
25-34 years old, with above-average
Demographics 25-34 years old
income
Millennial & Gen Z customers tend to seek
unique and novel dining experiences
Families often look for a cozy,
rather than just eating. They are
spacious space that is convenient for
influenced by social media and KOL/KOC
shared meals. They value service
reviews, making them easily attracted to
quality and comfort while dining. For
“hot trend” food or places on TikTok and
families with young children, safety,
Facebook.
Psychological convenience, and entertainment
They see dining out as part of the
options for kids are very important.
entertainment experience, where they can
Additionally, the “good food, good
explore new things, take photos, and
looks” mentality makes them willing
share them on social media.
to pay for high-end meals if the
They are very price sensitive, often
service and food match the price.
favoring locations with promotions or
discounts.
Behavior - Often dine in groups of friends, - Families typically dine out on
colleagues, or student groups. weekends or holidays, especially
- Prefer to book a table through apps or during special occasions like
follow trends from social media. birthdays, anniversaries, or family
- Enjoy sharing costs when dining together reunions.
through promotional combos. - Families tend to order a variety of
- Tend to take photos, check-in, and live dishes to share and enjoy together.
stream on social media to showcase their - Parents often care about the
personal experiences. children’s menu and request healthy
 - Easily attracted to marketing campaigns
via social media, especially from TikTok
and Facebook.
dishes.
- If the experience is not truly impressive,
they are less likely to return, especially if
the price is high.
- Unique and personalized dining
experiences.
- A trendy and Instagram-friendly space
with plenty of “selfie spots” for check-ins.
- Promotional programs, group discounts, - A cozy and spacious dining
or combos. environment for family gatherings.
- Fast service with minimal waiting time. - A varied menu with options for
- Locations near the city center, easily both children and adults.
Needs
accessible for group dining. - Offers family discounts or group
- Good customer service, including kids' promotions.
play areas. - Quick service, especially on
- A diverse menu with options suitable for weekends and during holidays.
both children and adults.
- Offers for family-oriented groups.
- Convenience in table reservations and
quick service.

3.3. Customer’s insight, barrier and motivation

Customer Insight: "For me, dining at a restaurant is not just about filling my stomach.
Food has become increasingly accessible and diverse, but what makes me return to a
restaurant is the feeling it leaves behind. I look for a dining experience that can touch
my emotions, connect me with my family and friends – a place where every gathering
becomes a memorable moment for me."

Barriers that make customers hesitant to visit Haidilao:

Barriers Explanation
Prices are higher than the Haidilao is often labeled as "expensive hotpot" or
average market rate. "luxury hotpot." For customers aged 25–34, despite
having a relatively good income, they tend to compare
prices and want to optimize their spending when dining
in groups or with family.

The space is not "trendy" In the context where customers want to take beautiful
or difficult to create a check-in photos, restaurants with unique concepts or
personal impression. many photo-worthy spots are more attractive. Haidilao
is not yet a top-of-mind name in this regard.

Strong motivations that drive customers to Haidilao:

Motivation Analysis

Complete experience Customers seek places that make them feel special,
where they are cared for through small details like wet
towels, hair ties, and friendly, cheerful service. Haidilao
has an advantage in this area, but it needs to focus
more on "emotional storytelling."

Easy to connect and create For young friend groups, they need a place to gather,
memories with friends and have fun, and feel comfortable. For young families,
family. they need a safe, friendly place for both children and
elderly members. Haidilao can fully meet both needs, if
 the message is designed correctly.

The difference and Haidilao is always looking for new things – from
diversity of experience reservation technology, services, diverse flavors,
unexpected joys, to trends for interacting with
customers... Haidilao already has this potential and is
continuously strengthening and upgrading them to
better align with its target customers.

3.4. Analysis of the Service Values at Haidilao Demanded by the Target Customers

We decided to use the analysis of Need, Want, and Demand learned in Consumer
Behavior to better understand why customers choose these attributes when deciding to
purchase products or use services. Need represents the basic and essential
requirements that customers cannot do without, such as the need for a delicious and
safe meal. Want reflects higher desires, where customers seek not only to meet their
basic needs but also to have more enjoyable experiences. And Demand shows the key
factors that customers require, which are confirmed through actual survey results.
Analyzing these three factors helps us better understand why customers choose specific
attributes and the importance of providing these factors to satisfy their needs.
Core Value
- Need: “I need food to survive.” According to Maslow’s Hierarchy of Needs, this is
a basic physiological need that any restaurant can fulfill.
- Want: “I want a quality and personalized meal, with fresh, diverse ingredients
that suit my taste.”
- Demand: “I choose Haidilao to eat hot pot because there I get to enjoy quality
dishes, choose my favorite broth, customize the dipping sauce to my taste, and
have the most personalized dining experience – in a friendly space, sharing with
my loved ones.”
→ Based on the survey conducted by the research team to ask customers who
have experienced Haidilao's hot pot service about their level of satisfaction with
each aspect of the restaurant's service, the demand related to the Core value of
the hotpot factor is as follows:

Exception
- Need: “I need food to survive.” According to Maslow’s Hierarchy of Needs, this is
a physiological need: eating to replenish energy. This is a basic need that any
restaurant can fulfill.
- Want: “I want a comfortable dining experience, with flexible service – not only
good food, but also a feeling of being respected.”
- Demand: “I choose Haidilao to eat hot pot because there, I not only get to enjoy
delicious food, but also receive exceptional service in all situations, especially
when there are issues or special occasions.”
→ Based on the survey conducted by the research team to ask customers who
have experienced Haidilao's hot pot service about their level of satisfaction with
each aspect of the restaurant's service, the demand related to the Exception
factor is as follows:
- The ability to handle unexpected situations:

- Friendly and attentive service:

Safekeeping
- Need: “I need food, and I also need a secure way to protect my personal
belongings while dining at the restaurant.”
- Want: “I want a convenient place to store my personal belongings, along with
support from the staff and a designated area for safeguarding my items at the
restaurant.”
- Demand: “I choose Haidilao over other hot pot restaurants because the personal
belongings storage service meets my expectations for a great dining experience.”

→ Based on the survey conducted by the research team to ask customers who
have experienced Haidilao's hot pot service about their level of satisfaction with
each aspect of the restaurant's service, the demand related to the Safekeeping
of Haidilao is as follows:
Consultation
- Need: “I physically need food to survive, and emotionally need to feel respected
and comfortable.”
- Want: “I don't just want to eat; I want personalized dishes that match my tastes
and needs, enhancing my culinary experience.”
- Demand: “I choose Haidilao over other restaurants because they have a
professional staff training system, which enables their staff to provide
personalized consultation, helping me select the right dishes and enjoy a perfect
meal.”
Hospitality
- Need: “I physically need food to survive, and emotionally need to feel
respected.”
- Want: “I want a welcoming dining place with attentive staff and caring service.”
- Demand: “I create a demand for Haidilao because it offers exceptional hotpot
service with outstanding hospitality, including hair ties, snacks during wait times,
and personal attention from staff. “

→ Based on the survey conducted by the research team, which aimed to ask customers
who have experienced hot pot services at Haidilao about their satisfaction with each
aspect of the restaurant's service, the demand related to the Hospitality factor is as
follows:

- Customer Support Items

 - Staff Attitude and Communication During Peak Hours

Information
- Need: “I need food, and I also need accurate and clear information about the
food options, prices, and ordering process so I can make informed decisions while
dining.”
- Want: “I want a modern, user-friendly way to receive information.”
- Demand: “I choose Haidilao over other hot pot restaurants because their
information system—clear visuals, interactive menus, and attentive staff—makes
me feel well-guided, confident in my choices, and more satisfied with the overall
dining experience.”

→ Based on the survey conducted by the research team to ask customers who have
experienced Haidilao's hot pot service about their level of satisfaction with each aspect
of the restaurant's service, the demand related to the Information factor is as follows:
Billing
- Need: “I need food, and also a clear and accurate bill that reflects the food I
ordered and consumed.”
- Want: “I want the billing process to be quick, easy to understand, and possibly
offer digital options like QR codes or breakdowns of charges. This caters to my
esteem needs, as I value efficiency and recognition for being financially aware.”
- Demand: “I demand a seamless billing experience that is fast and integrated into
the dining experience, with options such as mobile payments and loyalty
programs to make the process smoother.”
Payment
- Need: “I need food, and also a secure way to pay for my meal, with various
payment options. This meets my basic need for safety and security, ensuring the
transaction is reliable.”
- Want: “I want flexible payment options, such as splitting the bill or using digital
wallets.”
- Demand: “I demand a fast and convenient payment experience, particularly
contactless or mobile payments, as these options enhance my dining experience
by providing ease and efficiency.”

Order-Taking
- Need: “I need food, and I also need my order to be taken correctly and efficiently,
ensuring I get the food I expect in a timely manner.”
- Want: “I want a personalized order-taking experience where the staff may
remember my preferences or suggest new dishes.”
- Demand: “I demand an efficient and responsive order-taking process, ideally
through digital menus or tablets, which speeds up the ordering and reduces
errors.”
IV. Analysis of Haidilao service and evaluation of how it provides and develops
services for its target customers
4.1 Analysis of Haidilao service based on 2 Models of Lovelock and Shostack

Introduction to the reasons for using the 2 models: Lovelock Service Flower model and
Shostack molecular model, and how to combine them:

During the process of researching the needs of target customers and how Haidilao
delivers and develops its hotpot service to meet those needs, I chose to combine the
Lovelock and Shostack models. Each model offers a different perspective that
complements the other, allowing for a comprehensive analysis of the customer
experience and service operation processes. This comprehensive analysis aims to gain a
deeper understanding of the customer journey as well as the operational efficiency of
the service, thereby helping to propose suitable improvement solutions.

The Lovelock Service Flower model helps analyze the overall components of the service,
including: core service, facilitating services, and enhancing services.
The Shostack molecular model helps identify the tangible and intangible elements
involved in each factor (each petal of the flower). The more intangible the element, the
more clues are needed to communicate and support it.
→ Illustration of the new model (combine 2 Models of Lovelock and Shostack):
The team analyzes the components of Haidilao’s service using the Lovelock model, then
breaks down each component into two branches—tangible elements and intangible
elements—to conduct a deeper analysis.
4.1.1 Core
Tangible elements
- Ingredient quality

Customers coming to Haidilao have high expectations regarding ingredient quality, as

nearly 70% of respondents stated that beef, seafood, and vegetables must not only be
fresh but also beautifully presented and appealing.
Meanwhile, Haidilao is highly rated for its fresh ingredients, imported from reliable
sources. Beef, seafood, and vegetables are carefully selected and aesthetically arranged,
enabling Haidilao to meet all customer demands, even those of the most demanding
and meticulous diners.

- Variety of hotpot broths

Survey results show that almost 75% of customers value broth variety, while the rest do
not require too many flavor options. Haidilao offers eight different broths, such as
Sichuan spicy hotpot, bone broth, tomato broth, mushroom broth, and herbal hotpot
for customers to choose from. Customers can choose pots with 2 to 4 compartments to
experience multiple flavors at once. The broth can also be customized to the customer’s
taste. This demonstrates that Haidilao is excelling in satisfying customers' diverse flavor
preferences.

Intangible elements

- Personalized experience

Customers can request adjustments to the spice and salt levels, and add or remove
ingredients in their broth. They can also mix their own dipping sauces at the sauce
station from dozens of available ingredients to suit their personal taste. Customizing the
broth to individual preferences allows for a tailored, enjoyable experience, making
customers feel personally cared for and valued.

4.1.2 Enhancing Elements

Exceptions

Tangible elements
- The waiting area is thoughtfully invested in: massage chairs, nail services,
complimentary snacks, and drinks.
 - Quick and high-quality food replacement: In situations where there's an issue
with the food (too salty, cold, undercooked…), instead of just apologizing,
Haidilao quickly replaces the dish. The new serving is well-presented, hot, and
fresh, never giving the impression of being done just for form’s sake.

Intangible elements:
- Ability to handle unexpected situations

When the restaurant is crowded or there's a long wait, customers most desire proactive
solutions from staff (65.7%) and a friendly attitude with clear communication about wait
times (63.9%). Other expectations include attentiveness (48.1%) and efficient time
management (25%), though to a lesser extent. This shows that customers not only
expect explanations but also want staff to act flexibly and attentively, making them feel
respected and valued.

If customers arrive late, Haidilao is flexible in holding tables or rearranging seating to

minimize wait times. During peak hours, staff make use of waiting services like free
manicures or snacks to ease customer discomfort.
When there's an issue with food, the most preferred solution (62%) is fast resolution
and replacement of the dish without causing discomfort. Other options like apologies or
explanations (7.4%) and post-feedback reactions (26.9%) are less favored. This indicates
that customers prioritize effective, fast problem-solving over apologies or justifications.

If food is too salty or undercooked, Haidilao staff quickly resolve and replace that food
without causing discomfort.

Haidilao meets customer expectations excellently, especially in proactively handling

unexpected situations and resolving food issues based on a “no excuses – fast action –
customer satisfaction” approach.

- Thoughtful service
When customers visit Haidilao on special occasions like birthdays or anniversaries, 63%
expect table decorations, birthday songs, and a free cake to make the experience special
and memorable. 31.5% would be happy with just a small gift and a warm wish. A very
small portion doesn't need special treatment, just good food. Most customers hope for
a personalized, heartfelt birthday experience with investment in both ambience and
emotion. Even less demanding guests still appreciate thoughtful touches, such as a small
gift and a sincere wish.

When customers have special occasions like birthdays or anniversaries, Haidilao willingly
decorates the table, sings, and gives a free cake to create a memorable experience.

Haidilao meets customer expectations perfectly by offering personalized, thoughtful

service that contributes to a memorable and emotionally uplifting experience.

Safekeeping
Tangible Elements

- Personal Belongings Storage

One of the key factors that customers are concerned about is the safety and
convenience of storing their personal belongings. Survey results indicate that 65.7% of
customers wish to have a place to store their personal items near the dining table. This
suggests that convenience and security in safekeeping are major concerns for customers
throughout their dining experience.
At Haidilao, the personal belongings storage service is provided through baskets placed
next to the dining tables. These not only help protect customers’ belongings but also
offer convenience, allowing them to fully focus on their meal without worrying about
loss or damage. When compared to customer expectations, Haidilao’s basket storage
service aligns perfectly with their needs.

Source: Nhóm tác giả

- Cradles and High Chairs

Survey results indicate that 70.4% of customers expect restaurants to provide sturdy
high chairs equipped with safety straps for children. Additionally, nearly 60% of
customers value compact, unbreakable, and child-safe tableware. These figures
highlight customers’ strong emphasis on safety when dining with young children.
Haidilao has accurately identified customer needs and implemented child care services
with safety and convenience measures. Sturdy high chairs with safety belts and compact
have been provided to meet these needs. Haidilao not only fulfills customer
expectations but should also continue maintaining such child care services with
appropriate safety measures. This service not only brings peace of mind to parents
when dining with their children but also reflects the restaurant’s genuine concern for
children’s safety throughout the meal.

- Children's Play Area

Over 60% of target customers express a desire for entertainment activities for children
when dining at a restaurant. This reflects parents’ need for a space that is both safe and
engaging for their children, allowing them to enjoy their meals with peace of mind,
without having to worry about their children's safety or entertainment.

Haidilao has accurately identified this need and implemented childcare services through
a dedicated play area. This space is designed to be safe, clean, and fully equipped with
games, cartoon screenings, and origami workshops that foster creativity in children.
 Source: Nhóm tác giả

Haidilao has effectively addressed these needs by offering spacious parking areas with
separate zones for motorcycles and cars, facilitating smooth and convenient access. All
Haidilao outlets are located within major shopping malls, so customers do not need to
worry about finding a parking spot. The parking lots are designed to be close to the
restaurant area, allowing customers to move easily and quickly between their vehicles
and the dining space.

Intangible elements

- Staff assistance with belongings, reminders about safeguarding phones and

handbags

Survey results indicate that 37% of customers expect staff support in safeguarding
personal belongings when they move around or leave their table. Although this
percentage is not particularly high, Haidilao proactively addresses this need through
thoughtful measures. In addition to providing storage baskets, staff members remind
customers to be mindful of their personal items. This service not only reflects Haidilao’s
commitment to customer safety but also enhances the overall dining experience.

- Customer support services for families with young children

Previous survey findings also show that 32.4% of customers would appreciate assistance
from babysitters or staff, particularly when dining with young children. Although this
figure is relatively modest, it reflects a latent demand for childcare support, allowing
parents to relax and enjoy their meal without worrying about supervising their children.

Haidilao has recognized this need and implemented comprehensive support services
tailored for families. Staff members help with carrying children and offering supervision,
even stepping in as babysitters when parents are occupied with unpacking or other
tasks. These thoughtful amenities create a safe, pleasant environment for children and
offer peace of mind for parents.

Consultation

Tangible elements

- Complimentary manicure service while waiting for a table

Survey results show that 49.1% of customers believe Haidilao's complimentary manicure
service does not significantly influence their choice of restaurant. However, they still
highly appreciate the restaurant’s thoughtfulness in offering such a service. In addition,
34.3% of customers noted that this service could influence their decision to choose
Haidilao when dining with friends or loved ones who enjoy beauty and self-care
activities. Although the proportion of customers directly interested in this service is not
the majority, it still reflects a demand for relaxation and customer care during wait
times.

Haidilao has identified this need, not only during the dining experience but also during
the waiting period. The complimentary manicure service helps customers relax and
unwind, while also differentiating the brand from other restaurants. This service reflects
attentiveness and customer-centric care, allowing guests to feel comfortable and well
cared for even before they are seated.

Intangible elements

- Comprehensive staff training system for personalized consultation

Survey results regarding service procedures and staff attitude indicate that 71.3% of
customers highly appreciate the Haidilao staff for their professionalism and enthusiasm
throughout the dining experience. This not only reflects customers’ clear demand for a
dedicated, attentive team, always ready to assist and observe, but also demonstrates
that Haidilao has effectively met this demand.

With a well-established training system, Haidilao staff consistently prioritize customer

needs, providing timely advice and support, which contributes to delivering a
comprehensive and differentiated dining experience for guests.

Hospitality

Tangible Elements

- Appearance and Uniform of Staff

When surveyed about what impressed customers the most about the staff's service
style, 61.1% pointed to the staff's neat and proper demeanor, tidy attire, polite
communication, and cheerful, open attitude, which created a friendly and pleasant
atmosphere throughout the experience. It can be seen that Haidilao staff always wear
proper uniforms, including shirts, pants, aprons, and specialized shoes. Staff consistently
present themselves in a clean and tidy manner, reflecting professionalism in their
service.

- Customer Support Items

According to the survey, 54.6% of customers were very impressed by Haidilao staff's
thoughtful gestures, such as proactively refilling hotpot broth, offering hair ties to
female customers, and replacing chopsticks or spoons when needed. These actions
show that Haidilao has done an excellent job in meeting customer needs and
demonstrating attentive care for every guest.

Source: Author group

Intangible elements

- Staff Attitude and Communication During Peak Hours

In the survey on "What customers expect from Haidilao staff when the restaurant is
crowded," the top response, accounting for 65.7%, was the staff’s proactive approach in
offering alternatives, such as inviting customers to enjoy light snacks while waiting. It is
evident that Haidilao has responded well to this expectation, as the brand is well-known
for its services during wait times—offering snacks, entertainment in the waiting area,
manicure services, beverages, and more. Additionally, staff members often proactively
apologize and invite customers to enjoy these waiting-time services.
Following that, 63.9% of respondents expected Haidilao staff to maintain a friendly
attitude and clearly explain the estimated wait time and any arising issues, instead of
simply asking customers to wait. While Haidilao staff are generally praised for their good
attitude, they are not highly rated for their ability to clearly communicate wait times.
Therefore, Haidilao should provide more thorough training to improve staff
communication skills regarding wait time explanations when necessary.

- Attention to Customers’ Emotions

Another key expectation from customers is that staff continue to show care even after
they are seated, ensuring that customers do not feel neglected—this was selected by
48.1% of respondents. At Haidilao, staff are generally attentive, but during busy hours,
they may become distracted. Additionally, the restaurant lacks a clear mechanism for
customers to signal for help during the meal. Haidilao currently meets this customer
need at an average level, and there is room for improvement, either through technology
or by reminding staff to check in with customers at key moments throughout the meal.

Source: Author group

4.1.3 Facilitating elements

Billing

Tangible elements

According to a survey of 108 participants, 35.2% of customers prefer to use only e-

invoices, reflecting a clear trend toward digitalization and environmental protection.
Meanwhile, 31.5% want both types of invoices, and 18.5% are flexible depending on the
invoice value. Only 12% still prefer traditional paper invoices. This shows that most
modern customers are shifting toward paperless options but still want flexibility in their
choices.

Haidilao currently offers both paper and electronic invoices. Paper invoices are printed
at the counter and handed directly to customers, which suits older customers or those
who like to keep physical payment records. On the other hand, e-invoices are sent via
email or displayed on the system, offering a modern and convenient option for long-
term storage and easy access. In addition, the total bill amount is clearly shown on both
the POS machine and the digital screen at the table, especially when paying via QR
codes or bank cards.

Providing both types of invoices is a major plus for Haidilao, showing an understanding
of customers’ diverse needs. Furthermore, publicly displaying payment amounts on
digital devices enhances transparency, especially important for groups dining together
who need to split bills clearly.

Intangible elements

Haidilao emphasizes transparency in its invoices by clearly listing each item, quantity,
unit price, and total – helping customers easily review and verify their bills, particularly
useful for group dining. This meets the practical needs of many customers: young
groups often split costs per person (a large portion of the target audience), while
families with small children want to monitor spending more closely.

Moreover, Haidilao ensures a swift and efficient checkout process with attentive staff,
minimizing customer waiting time after meals – a key factor in maintaining a positive
emotional experience until the end of their visit. The survey results on e-invoice
preferences also reveal that many people value smooth and hassle-free payment
processes, especially when dining with friends or loved ones, as it allows easy bill
splitting by person or dish. This enables fairer and more efficient payments for younger
customers, reducing time spent on manual calculations.

Payment

Tangible elements

According to a survey of 108 participants, 49.1% (53 people) prefer direct bank transfers
to the restaurant, and 38.9% (42 people) choose to pay via e-wallets like MoMo or
ZaloPay to enjoy promotions. This clearly reflects a high customer demand for
convenient, fast, and benefit-driven payment methods.
Haidilao’s payment system is diverse and modern, creating a smooth experience for
customers. The tangible elements in the payment process include:, Payment devices:
Haidilao is equipped with comprehensive POS (Point of Sale) systems that handle both
domestic and international card transactions, along with QR code scanning systems
supporting over 40 banks and e-wallets such as MoMo, ZaloPay, and VietQR, and
ZaloPay's Universal QR Scanner: Enables customers to use any bank or e-wallet to scan
the QR code and make quick payments.
These insights show that Haidilao effectively manages this element by integrating
diverse, fast, and benefit-rich digital payment methods, helping attract and retain
customers, especially deal-seeking youth and families looking to optimize their
expenses.

Intangible elements

The survey reveals that 57.4% of customers want more payment options, 50.9% value
fast payment speed, and 57.4% appreciate friendly cashier service – all of which are
current strengths of Haidilao.
In terms of intangible elements, Haidilao has streamlined the payment process to
reduce wait times, which is crucial for families with young children. Additionally, the
integration of various cashless payment methods enhances the sense of modernity and
aligns with new consumer habits. Customers feel more satisfied and comfortable when
the payment process is smooth and fast. Overall, Haidilao has done well in managing the
Payment element with notable strengths such as a flexible digital payment system,
attractive promotions, and efficient service. However, there are still some limitations,
such as inconsistent promotions across branches and QR interfaces that may be
challenging for older users. Nevertheless, Haidilao is still highly regarded as a brand that
effectively meets customer needs for convenient and modern payment experiences.

Order-Taking

Tangible Elements

- On-site Order Fulfillment

A survey of customers regarding their expectations for Haidilao’s on-site ordering
service shows that most prioritize a convenient, fast, and modern ordering experience.
Specifically, 71.3% of customers expect easy ordering via digital methods such as
tablets, QR codes, or electronic devices. Additionally, 43.5% of respondents emphasized
the importance of prompt response times and accurate order processing. This indicates
that customers value having control over their order selection and expect an efficient,
time-saving service process.

With tablets installed at each table, Haidilao is currently addressing these customer
needs very well. The restaurant’s digital menu displays complete images of the dishes,
and detailed information on ingredients, portion sizes, and prices, while also allowing
customers to add personal notes (such as “less spicy” or “no scallions”) before
confirming their order. Moreover, the direct connection between the tablet and the
kitchen via the POS system helps Haidilao shorten processing time and minimize errors
during service.

Intangible Elements

- Membership Programs
The customer survey shows that most users have high expectations for attractive and
personalized promotions from Haidilao. Specifically, 65.7% of customers want to
accumulate points to redeem gifts or receive discount vouchers. This is a popular and
highly motivating incentive that helps encourage customer loyalty and repeat visits.
Currently, Haidilao’s point accumulation program operates through the app and QR
code at payment, allowing customers to easily collect points and redeem rewards. This
shows that the current system is effectively meeting the core needs of most customers.

At the same time, 62% of customers expressed their desire for special offers on
occasions like birthdays or anniversaries. This is a highly emotional factor in loyalty
programs, fostering stronger connections and personalizing the dining experience. In its
current program, Haidilao has already integrated birthday gift features through the
membership app. Additionally, in-store birthday celebrations and gift-giving at the table
are also being effectively executed, creating a personalized and emotionally rewarding
experience for customers.

- Seats/Tables/Rooms Reservations
The survey shows that a majority of customers (65.7%) wish to easily book tables or
private rooms through convenient channels such as the app or phone. Haidilao has
already implemented this quite well, offering various reservation methods including a
website, hotline, social media, and in-person booking at the store.

Additionally, the demand for guaranteed seating during peak hours (55.6%) is being well
met through the advance reservation system. Allowing customers to proactively book
via multiple channels - such as the app, phone, or social media - significantly reduces
waiting times, especially during busy periods. Early reservations have now become an
effective solution, fully meeting customers’ expectations of securing a seat upon arrival.
4.2. The evaluation table of target customers' needs and assessment of how Haidilao
has met and improved its services to fulfill those needs.
To summarize customer expectations regarding hotpot services at Haidilao (including 9
aspects based on the Lovelock model), along with their importance rating (based on the
results of a customer needs survey conducted by my research team), compared to what
Haidilao is currently offering them (divided into two aspects: Tangible and Intangible),
and in comparison with Haidilao's two direct competitors as analyzed in section 2.2,
and suggest what Haidilao can do to enhance customer satisfaction;
I have designed the following tables to support:
* Notes for the above tables:
V. Đề xuất giải pháp cho Haidilao
Although Haidilao has effectively addressed many customer needs, there are still certain
areas for improvement. The following proposed initiatives may help enhance Haidilao’s
service quality:
1. Enhancing Personalization through Customer Data

In today’s competitive dining landscape, personalized customer experiences are

becoming a key differentiator for brands seeking to build long-term loyalty and
emotional connection. For Haidilao, leveraging customer data to deliver highly tailored
services can significantly enhance the perceived value of its offering and position the
brand as a leader in customer-centric innovation.

To enable this, Haidilao should invest in a robust, integrated Customer Relationship

Management (CRM) system capable of consolidating and analyzing customer data
across multiple touchpoints. This system should gather data from various sources,
including mobile app interactions, loyalty program activity, online reservation behavior,
purchase history, in-store dining preferences, and customer feedback (both qualitative
and quantitative). With such centralized data, Haidilao can construct detailed customer
profiles that capture individual dining patterns, preferences, and behavioral trends.

Based on these profiles, the CRM can power advanced personalization features such as:

- Customized menu recommendations: Suggesting broths, ingredients, and

dipping sauces tailored to a customer’s past orders, dietary needs (e.g.,
vegetarian, gluten-free), or spice tolerance levels.
- Dynamic waitlist management: Prioritizing frequent diners or loyalty program
members through smart queuing systems integrated with CRM data.
- In-Store service enhancements: Enabling staff to access customer notes (e.g.,
“prefers extra tofu, dislikes cilantro”) to provide proactive, tailored service that
exceeds expectations.

To operationalize this effectively, Haidilao must also ensure data privacy and security
through compliance with local regulations (e.g., Vietnam’s Law on Cybersecurity and
international standards such as GDPR). Transparency around data usage and offering
customers control over their data will be essential to building trust.
Moreover, personalization efforts should extend beyond the digital interface to the
physical dining experience. Staff training programs should include the use of CRM
dashboards or tablets to deliver consistent and context-aware service. For instance, a
returning customer could be greeted by name, seated in a preferred area, and offered
their usual drink or broth without needing to ask—turning a meal into a memorable,
frictionless experience.

In conclusion, by harnessing the power of data-driven personalization, Haidilao can

deepen customer engagement, drive repeat business, and reinforce its reputation for
exceptional service. This strategic investment not only aligns with rising consumer
expectations in Vietnam but also positions the brand for long-term customer loyalty and
differentiation in an increasingly competitive market.

2. Improving Information Accessibility

Haidilao should enhance convenience and ensure accurate information for customers by
developing an official website, enabling users to easily access reliable information. The
website will serve as the primary platform where customers can find comprehensive
details about the brand, menu, pricing, promotions, restaurant locations, and important
announcements. All information should be clearly categorized and organized
chronologically to make searching more convenient.
Additionally, to ensure the information remains timely and complete, Haidilao should
synchronize all its communication channels. This will provide consistent and accurate
information across platforms, improving customer access and searchability.
- To be specific, Haidilao can create a Centralized Content Management System
(Content Hub): Whenever there are new updates (pricing, menu, promotions, …),
the content is entered once into the Content Management System (CMS) and
simultaneously pushed to Facebook, Zalo, App & Website, Google Business, and
Delivery Platforms → using each partner’s dashboard (ShopeeFood, GrabFood) to
apply the same updates.
- In addition, the posting schedule across all channels should also be synchronized
to occur at the most optimal time, and a content management team will review
and approve all information before it is published.
To further improve the customer experience, Haidilao could provide detailed price lists
on its official Vietnam website or mobile app, allowing customers to plan their spending
in advance. Moreover, offering real-time information on peak hours for each location via
the website, mobile app, in-restaurant announcements, or staff updates would help
customers better schedule their visits, avoid long waits, and reduce frustration,
enhancing transparency and peace of mind.
Lastly, to support customers in making informed decisions, Haidilao should implement a
customer review system across platforms (website, app, and social media). Reviews
could be categorized by criteria such as food quality, service, ambiance, and wait times.
This would allow customers to easily access others’ experiences and make smarter
choices.

3. Enhancing Waiting Time and Experience

One of the key pain points for Haidilao customers is long waiting times, especially during
peak hours. Although the restaurant already offers free services such as snacks, massage
chairs, and nail care to ease the wait, these may not appeal to all customer groups—
such as male guests, older adults, or solo diners.
To improve this experience, Haidilao can develop a supporting tech solution:
- Develop an internal application or enhance the existing Haidilao app to allow
customers to scan a QR code to get a queue number, track real-time waiting
time, and receive notifications when their turn is approaching.
- Customers can also view alternative options such as waiting services (manicure,
snacks, children’s play area). This helps customers be more proactive and make
use of their waiting time without worrying about missing their turn.

Furthermore, the waiting area could be segmented based on different needs and
preferences: a relaxing lounge with detox drinks and soft music for adults, a mini play
area for kids and young guests, a creative corner with light activities like coloring or
origami, and a photo booth themed around birthdays or festivals to encourage social
media sharing.
Offering complimentary tasting items such as roasted peanuts, rice cakes, or hot tea can
also make customers feel more cared for while waiting. A fun idea would be to include
simple mini-games on the queuing app (like lucky draws or trivia games), where guests
could win small rewards like free toppings or discount codes.
These enhancements not only improve customer satisfaction but also reinforce
Haidilao's image as a thoughtful and customer-centric brand, ultimately strengthening
customer loyalty and engagement.
 4. Improving Safety for Personal Belongings

For personal items:

Survey results indicate that 65.7% of customers would prefer to have a secure place for
personal belongings near their dining area. While Haidilao currently provides baskets at
the table, this solution is still manual and may not offer a strong sense of security for
customers carrying valuable items.
To elevate the experience, Haidilao could introduce smart mini-lockers integrated into
dining tables or benches. These lockers could be secured using a passcode or QR code
via the Haidilao app, accessible only by the customer assigned to that table. In addition
to storage, the lockers could feature built-in phone charging ports, catering to guests
during extended meals. Integrating technology into the storage experience would
enhance security, comfort, and convenience, positioning Haidilao as a modern, detail-
oriented brand that prioritizes customer well-being.
For families with young children:
Beyond entertainment, 70.4% of surveyed customers expressed a need for sturdy baby
chairs with safety belts, while nearly 60% valued child-friendly tableware that is
compact and non-breakable.
To further elevate the family dining experience, Haidilao could introduce a dedicated
service package called “Happy Kids – Relaxed Parents.” This package would include
internationally certified baby chairs, specially designed utensils made from child-safe,
non-breakable materials, and a small branded gift bag (e.g., stickers, coloring sets, wet
wipes, gummy candy). Children could also be given access to a designated play area for
a specific time, supervised by staff members. This not only ensures peace of mind for
parents but also makes dining fun and safe for children, strengthening brand affinity
among younger customers.
With over 60% of target customers supporting the idea of in-restaurant play areas,
Haidilao's existing efforts in this area are a step in the right direction. To further enhance
this advantage, the brand could expand and diversify its children’s zones by offering
scheduled activities like cartoon screenings, coloring sessions, and weekend mascot
performances.
Additionally, investing in safety equipment, trained support staff, and quiet study
corners for kids during evening hours would help families feel more secure and
comfortable. These upgrades are not merely conveniences, but strategic advantages
that reinforce Haidilao’s image as a family-friendly, child-welcoming brand.