Challenge
- Customers in Districts 1, 11, 5, 6 and the West already know about the brand DONG NGUYEN CHICKEN RICE
- Sai Gon customers may know about DONG NGUYEN restaurant but DO NOT know the history and reputation of DONG NGUYEN
- The story of DONG NGUYEN is full of inspiration and historical value, cultural value of sharing and family bonding but has not been spread yet.
Inspiration
Idea
Differenciation: The essence of each taste gives each unforgettable feeling. Try it once and you’ll remember
Concept: Building “CULINARY HERITAGE” BrandStory
Benefit: Delicious food made by mother – nutritious and loving
Reason to belive: Family recipes of over 70 years of experience along with a team of staff to serve you like family in a comfortable, friendly environment
Value & Personality: Family love – the cultural value of sharing delicious dishes cooked by mother is not only nutritious but full of love
Growth
The Google keyword “Dong Nguyen chicken rice” increased 57% from 8.660.000 to results 13.600.000 in 0.3 seconds
Type the google keyword “chicken rice” in 0.31 seconds, the results show the brand and website “Dong Nguyen Chicken Rice” ranked 9th
The number of Google Reviews increased increased 608% from 512 to 3.627
The fanpage increased 471% from a limited number of #>3.300 users – 3.500 followers to 20.000 followers with 19.000 likes
