1) The document discusses Vietnamese restaurants and how offering many choices of dishes can make it difficult for customers to decide what to order. 2) It notes that Vietnamese restaurants typically offer around 200 dishes to choose from, ranging from more popular options like spring rolls to more exotic foods. 3) Offering many choices appeals to a wide variety of customers but can lower margins, as customers tend to stick to the same popular dishes rather than exploring new options on the menu.

1. Gilles Misrahi 29 TH 09 2009 Long tail inside

2. “ 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.

4. Of total appetizers margin Of appetizers business margin

5. margin Of total appetizers margin Of appetizers business

7. “ 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

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

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

21. 29 TH 09 2009 Gilles Misrahi www.touslesmatins.com http://twitter.com/GillesMisrahi http://www.facebook.com/gilles.misrahi