Whazzup Eggrolls ?

Gilles Misrahi 29 TH 09 2009 Long tail inside

“ When you go in a Vietnamese restaurant, you have broadly the choice between 200 dishes. Isn't it ? Some shark, turtle and all sorts of stuff. On the arrival, you did eat egg or spring rolls, and lacquered duck or lemon grass chicken. If you go to this restaurant four times in a row, you will still eat the same thing. It does mean that more you give the choice people more they have the difficulty of choosing .” Pascal Nègre /Universal Music group CEO.

Vietnamese restaurants Paris
No pre-existing studies
Suspicion : 3 answers only
Context
Egg rolls
Spring rolls
Part of the global sales
Margins
Previsions
Field* Questions *Bonus track : chicken salad

Of total appetizers margin Of appetizers business margin

margin Of total appetizers margin Of appetizers business

Leading plates in appetizers
Mass appeal products
--------------------------------------------
Little margins
Little added value in the chain
Blockbusters of the non choice business Definition

“ Vietnamese restaurants are based on choice”. “The standards drive customers to other plates with margin”. “You have never seen an Egg rolls / Spring rolls / lacquered duck / lemon grass chicken restaurant because it doesn’t exist”. “You make good earnings when you serve every kind of customers”. Verbatim

Advertising Buy this ! EAT Queen of the queen of the non choice But nobody want it ! In all the menus margin

Egg rolls entrepreneurs are turning new plates inside or outside their classic restaurants Customers are trying new plates and new places

It’s a long time new concepts are apearing
Sushis
Buffet
Phô
Wok
Tempura
Barbecue…
Owned by the old egg rolls entrepreneurs.

Late 40 or more
In the hurry
Look at everything and price
Coming mainly for lunch
Doesn’t make advertising
Not easy to serve
Less and less customers

Young couples and groups
Discovering
Take coffee and alcohol
Come for lunch and diner
Make advertising
Happy customers
New restaurants everyday

29 TH 09 2009 Gilles Misrahi www.touslesmatins.com http://twitter.com/GillesMisrahi http://www.facebook.com/gilles.misrahi

Whazzup Eggrolls ?

by Gilles Misrahi on Sep 30, 2009

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