The menu is probably the first thing that comes to mind when you start planning your business. However, to survive and thrive in Japan, a menu needs to be much more.
The menu: more than just a list of dishes
In Vietnam, a restaurant can succeed with just a few signature dishes. But in Japan, customers expect variety to change their palate. That's why Banh Mi Xin Chao, besides over 10 types of banh mi, now also has Mi Quang, bun, pho, and various drinks. In short, it's not wrong to say that F&B stores here are full-fledged restaurants.
For that reason, the owner has to master almost every category. The toughest game starts now: finding customers, understanding them, retaining them, and making them come back.
The art behind every name
Giving Japanese names to Vietnamese dishes is an art form. When creating the menu, instead of literally translating "mixed banh mi," we chose the name "Special Bánh Mì" which sounds appealing and conveys the meaning well. To this day, Special Bánh Mì is one of our best sellers.
Another example is Mi Quang. We decided to keep the name, transliterate it into Japanese, and accompany it with eye-catching images and a curious description: "A type of Kishimen noodle from Vietnam, a famous specialty of Da Nang - Hoi An, appearing for the first time in Japan...". And Mi Quang is also a best seller, loved by both Japanese and Vietnamese customers.
"Localization": the golden key to the market
Understanding the local culture is a huge advantage. The most common mistake Vietnamese restaurants make is bringing the entirety of Vietnam into the restaurant: from images, language, and decor to cooking methods and service style.
This approach is fine if your target customers are 100% Vietnamese. But for average Japanese customers, they might hesitate to enter because it feels unfamiliar and unsafe. To win them over, you must remember the mantra: LOCALIZATION.
Don't skimp on the final touches
To attract customers, especially Japanese ones, your visuals and language must be impeccable. Images must be beautiful and eye-catching; the wording must be correct and engaging. Don't let unprofessional mistakes like typos on your menu tarnish your image.
Creating a menu isn't easy, and professional photography is expensive. But you've worked so hard on everything else; don't create an incomplete masterpiece by cutting corners at the end. Everyone wants to admire a beautiful picture, and only after they "feel" it will they become interested in the hardships you went through.
If you're still hesitant, come to Banh Mi Xin Chao. We provide all publications, images, and designs... Complete, meticulous, professional, yet cost-saving for you.
End of Part 4. Stay tuned for the final part: Operation and growth
