Service Marketing Assignment

Dookki Topokki Buffet

Restaurant Vincom Pham
Ngoc Thach Branch

GROUP 4
1 Phan Quỳnh Anh 11219657
2 Phạm Gia Bách 11210906
Address: Vincom Pham
Ngoc Thach Floor 6, 102
3 Bùi Tú Linh 11214238

P.Phạm Ngọc Thạch, Trung

4 Nguyễn Mỹ Linh 11213287
5 Nguyễn Hiếu Minh 11213861
6
7
Lê Anh Nhi
Tiêu Hà Phương Ngân
11214537
11214238
Tự, Đống Đa, Hà Nội

LECTURER: Dr. Vu Hoang Linh, Ph.D. NEU MARKETING CLC 63C

 Dookki is a well-known South Korean culinary brand that
offers a distinctive fusion of buffet and Tteokbokki hotpot,
Instead of solely focusing on traditional Tteokbokki dishes

Dookki means “two-meals” in Korean

The first meal would be Tteokbokki and the second one would be Stir-fried
rice that use left-over hotpot both.

Dookki service offerings Dookki Special Policies

Self-service Tteokbokki Hotpot Topping buffet Time limit Dining session: 90 minutes
hotpot with free drinks 8 exclusive sauces
Free drinks Surcharge If customers leave more than 300g
unconsumed food, an additional
Side Dishes Menu 20 types of Panchan environmental protection fee of
40,000 VND/person will be charged.

Extra Menu Dishes that not include in No Only in case of birthday parties of 10
139k Buffet Price (Cheese, reservations people or more can reservations be
Hot dog, Beef, Egg Tart) allowed made
Dookki Table Settings
1. Induction cooktop
2. Main cooking pot
3. Round saucepans (dining bowls)
4. Metal canister that holds the soup base
5. A ladle to mix and stir the tteokbokki mix
6. A deep and big metal bowl for the ingredients
7. A deeper saucepan-like ladle for the tteokbokki sauce.

6 5

7
1
4
Sauce

Topping
Vegetables

Noodles

Rice Cake

Others
 Free Drinks Side Dishes Fried chicken

No-limit drink in 139k buffet

Fried dishes

Noodles Bar

Fish cake
SEGMENT IDENTIFICATION
Geographic: Within the city of Hanoi and within a 10km radius of the Pham Ngoc Thach area.

Reasons:
<18 18-24 25-34 >35
1. Invest time for socialization/dating activities

Same reason with

other Dookki
2. Prioritize affordability
University Young adults,
Mainly students, may starting to Have a stable 3. Aware of Korean cuisine and culture
students have started have a job and job and a family 4. Open-minded and have high willingness to try
working family
new and unique experience

Mainly from ~3-5 million ~10-20 million ~15-45 million

parents dong/month dong/month dong/month 1. Seek for convinience, accessibility of diverse group
activities all in one retail mall
Affordable, Unique experience, Reliability, Unique experience, 2. High security & not limited parking lots
Socialization, Convenience Socialization
Usually have a group dates Convenience. Spend less time 3. Central area location (Easy to go to and find)
with friends. to hang out but for family.
4. Weather protection

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
PERSONA
Live/Study/Work in an area that easy access
to Dookki's Vincom Pham Ngoc Thach branch

Highschool, University students, Newly employed

5 million dong/month

Casual dining
Celebrations
Social gatherings
Lunch or dinner during shopping trips at the mall
Trying out new experiences
Exploring Korean cuisine and culture through food
Craving Korean food or buffet-style dining

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
INFLUENCERS
Word of Mouth Social Media Presence
Happy customers telling others about Dookki Dookki's posts on social media
KOLs (Key Opinion Leaders) and Food Reviewers:
• Dookki's target market is highly influenced by social
media and online reviews especially on Tiktok (KOLs, food
reviewers)
• Reviews from popular Korean cuisine food reviewers
have a significant impact
Friends and social groups: influenced by their peers
(Friends, co-worker,...) who have experienced Dookki
Promotions and Discounts
Marketing & PR Campaigns Deals and special offers
Dookki's ads & PR activities of KOL

Tiktoker Harburgery

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
MOTIVATION
Socialization and entertainment:

• Desire for fun outings with friends

• Dookki serves as a social hub where
friends and families can gather to
enjoy a communal meal and
participate in the interactive cooking
process together

Interactive & social dining experience

• Dookki's unique concept of allowing

customers to customize their own
tokpokki dishes, the hotpot sauce
and cook them at the table.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
MOTIVATION
Trying new food trends Value for money

• Enjoy exploring Dookki's Korean • Allows them to control their spending

concept with a variety of ingredients. and stay within their budget (150k -
• The urge to catch trends on Tik Tok 200k) for a Korean food buffet.
• Example: Creating your own sauce • Treating oneself to a satisfying meal
recipe by using available sauce without breaking the bank at a fixed
ingredients in Dooki, making budget.
Bibimbap-Korean mixed rice… • Want to take advantage of Dooki’s
promotional programs such as:
Discount of 50k (Dooki collabs with
Vani app)...

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
FRUSTRATION
Limited customization options Lack of engagement Fixed portions and prices

In traditional restaurants, Some restaurants offer a Many restaurants offer fixed

customers often have limited passive dining experience portions at set prices, which might
control over the customization without much interaction not align with the preferences or
of their meals or engagement appetites of all customers

This lack of flexibility can This could frustrate Dissatisfaction, customers feel
frustrate individuals with customers seeking a more feel they're not getting value for
specific dietary preferences or dynamic and entertaining money or are being forced to pay
restrictions mealtime activity for items they don't want

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Pre-purchase Stage Awareness of needs Evaluation of alternatives Make decisions on service purchase

Novelty Seeking: Unique "cook-your-own" concept

Need arousal Unconcious mind
Social Connection
Cultural Exploration
Customers recognized the desire Empowerment & Control: Customizing their own dishes
for a dining experience/Korean Indulgence & Pleasure: The buffet format and diverse menu options satisfy
cuisine or a buffet-style meal the unconscious craving

Marketing tactics from Dookki

Information search Internal condition External sources Social Influence & recommendations

Consumers engage in information search Hunger Satisfaction,

to understand the offerings of Tokpokki Social Need
Buffet Dookki, including menu options,
pricing, location, and ambiance.
Online PR Persosnal Personal
Campaign Sources Experience
Korean cuisine, buffet-style dining,
Clarify needs and location convenience Dookki’s Online
Social Recomemda
Media tions
Explore solutions & Identify alternative service
products and suppliers (Evoked set)

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Pre-purchase Stage Awareness of needs Evaluation of alternatives Make decisions on service purchase

Review supplier
information

Advertisements, brochures, and websites

Review information
from third parties

Third-party reviews, ratings, and comments on the web or

social media platforms to gauge the restaurant's
reputation

Get advice and feedback from third- Seeking advice from friends or family who
party advisors and other customers have dined there

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Pre-purchase Stage Awareness of needs Evaluation of alternatives Make decisions on service purchase

By comparing Dookki to competitors like Manyo, Maru, and Don

Multi-Attribute Chicken, they can weigh factors like price, menu variety, and service
Type of Risk Example of Customer Concerns

Model quality. Assigning importance levels to these factors helps them Can I consume enough food to justify the
understand which restaurants prioritize their desired aspects. price?
Financial
Will there be any hidden charges or
limitations on specific food items?
Multi-Attribute Model
Will I have to wait in a line for a long time
Attribute Dookki Vincom PNT Manyo Lê Trọng Tấn Maru Hồ Đắc Di Don Chicken PNT Importance because of Dookki’s popularity?
Temporal
Will the "cook-it-yourself" concept be
Variety of Dishes 9 8 7 8 20%
perceived as time-consuming, especially for
customers seeking a quick meal.
Quality of Food 8 7 7 10 25%
Reputation 10 7 6 8 5% How does Dookki ensure the consistent
Trending 10 6 5 7 10% quality and freshness of its ingredients?
Physical
Friendly Service 5 8 7 9 10% Can I easily identify dishes that might
Convenience 9 9 8 8 10% contain allergens I am sensitive to?
Price 10 10 9 7 15%
Is there a way for customers to indicate their
Atmosphere 7 8 9 10 5%
preference for a quieter seating area during
Total Score 8.5 7.9 7.3 8.4 100% peak hours?
Psychological
Anticipate and manage potential concerns before their visit. This can Can negative online reviews or word-of-
mouth experiences lead to the fear of not
Perceived Risk minimize disappointment and ensure a more enjoyable dining having an enjoyable dining experience as
experience. advertised?

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Pre-purchase Stage Awareness of needs Evaluation of alternatives Make decisions on service purchase

Make decision - Proactive staff who anticipate their needs and provide personalized recommendations.
Desired - A helpful and informative explanation of the cooking process, especially for first-time
Based on the evaluation, service level visitors.
- Staff readily available to assist with cooking or customizing broths.
consumers make decisions on
whether to dine at Tokpokki
Buffet Dookki or choose an
alternative. - Efficient service based on the fast-paced, self-serve nature of the restaurant.
Predicted
- Readily available staff to answer questions and address any concerns.
service level - Regular refilling of food and removal of used plates.
Formation of expectation
- Clean and hygienic restaurant environment.
Adequate
- Friendly and welcoming staff.
Consumers engage in service level - Prompt seating and wait times.
information search to
understand the offerings of
Tokpokki Buffet Dookki, - Acceptable wait times (e.g., up to 15-20 minutes during peak hours).
including menu options, Zone of
- Minor delays in order fulfillment (order thịt) and dishes refill.
pricing, location, and tolerance - Occasional instances where staff might be less attentive due to high demand.
ambiance.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 DECISION PROCESS / 3-STAGE MODEL
Service Encounter Stage

1 2

Arrival Seating and Introduction

- Upon being seated, the staff will identify if you're a first-time Dookki customer.
• Park their cars/motorbikes at
the basement of Vincom
Shopping Center, then take the First-Time Customer Experience Returning Customer Service
elevator to the restaurant floor The staff will: - Inquire if you need any instructions
and find Dookki. - Briefly explain the concept of Dookki. - Prepare necessary items for meals in
- Instruct you on the self-serve cooking process advance.
• (opt) Encounter a queue, including how to order and cook your food. - Print you a piece of paper with the time
especially during peak hours. - Prepare necessary items for meals in advance. you start eating.
- Print you a piece of paper with the time you start - Wish you a good appetite.
• Staff will manage the line and eating (the time allowed for each table is 90
seat you as tables become minutes.)
available and suitable with the - Wish you a good appetite.
number of people.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Service Encounter Stage

3 4

Buffet Service
Payment
with Assistance
Dookki operates as a buffet, allowing customers to - Inform you of various payment options available
select broths and ingredients at your own pace. (Momo, VNPay, Cash,..), ensuring you can choose the
most convenient method.
Additional services if needed:
- Assist with creating custom hot pot broths if you
request it.
- Replenish side dishes upon your request.
- Adjust fan and air conditioner temperatures
according to customer needs.

During service, staff regularly check to ensure diners

are satisfied with the service as well as the food.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Post- encounter Stage Evaluation of service performance Future intentions

This includes factors like:

Customers assess their overall
- Wait time.
experience by comparing the - Staff helpfulness and attentiveness.
service they received against their
- Cleanliness and hygiene of the restaurant.
pre-purchase expectations.
- Quality and variety of food options.

Meeting or exceeding Tangibles Reliability Responsiveness Assurance Empathy

expectations leads to satisfaction
and a positive perception of Clean and well-lit Regular restocking Staff actively Staff provides Staff uses friendly
Dookki. dining area. of ingredients checking in on clear instructions and welcoming
Appealing Equipment (hot tables and offering on using the hotpot greetings.
presentation of pot, water assistance. and self-service Staff being flexible
dishes and broths. dispenser,...) Efficient queue options. and
Utensils and functions properly. management Staff confidently accommodating to
Any shortcomings can result in tableware are Maintaining system to minimize addressing requests for
dissatisfaction and potentially clean and free of cleanliness of hot waiting time. customer inquiries adjustments or
negative brand image.. damage. pot broths, and resolving any substitutions within
Staff wearing utensils, and issues promptly. reason.
clean and tidy tables.
uniforms.
The SERVQUAL Scale

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
DECISION PROCESS / 3-STAGE MODEL
Post- encounter Stage Evaluation of service performance Future intentions

Satisfied customer Dissatisfied customer

Are more likely to become repeat patrons. Might choose to avoid Dookki in the future.
Recommend Dookki to others through Share negative experiences with others,
positive word-of-mouth. potentially impacting Dookki's reputation.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PRODUCT
Problems Solutions

Monitor and maintain food quality during use

Food hygiene
• Monitor and maintain proper food temperatures during
They always worry about cleanliness storage, preparation, and service to prevent bacterial
The major concern growth.
leading to potential health risks.
• Enforce strict personal hygiene practices for all food
handlers (proper handwashing, use of gloves, and clean
Food quality uniforms).
• Implement cross-contamination prevention measures,
High rate of complaints (separating raw and cooked foods, using designated
about food quality utensils and surfaces, and proper food storage).
Organize detailed training programs on food hygiene
• Lacks diversity
compared to other Dooki and safe working procedures food safety and handling.
establishments. Immediately remove any issued food items from
• Many unique or specialty production or service lines; Determine the root cause of
dishes are only available the food issue
at other outlets.
• Side dishes are often Check product quality before serving
served cold and lack
freshness. Encourage customer feedback and transparency

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PLACE
Problems Solutions

Not enough tables due to limited space Expand the restaurant

Renting more space in the dining area
→ Serve more customers simultaneously
Optimize store space usage
→ Rearrange the tables and food counter layout.
→ More seating and easier access to food and drinks for
customers.

Causing queue lines and

waiting time for customers

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PLACE
Problems Solutions

Hard to locate OOH advertising in elevators and LCD screens at the

The location is on the 6th floor of Vincom Pham Ngoc mall
Thach, but lacks directional signs. → Display new promotions and Dookki's location
→ This makes it hard for new customers to locate
Cost-saving solutions
→ Update the address details on Google Maps in the
shopping center
→ Use social media posts to guide to Dookki Phạm
Ngọc Thạch

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PLACE
Problems Solutions

Compete with other brand Enhance the waiting experience

Competing with nearby restaurants like Pizza 4Ps and → Providing more waiting seats
Haidilao…
→ These restaurants compete in food service but target Extend the online reservation
different customers, so the competition is minimal system
→ These rivals have better customer reception
→ Only accept reservations
strategies
for tables of 6-8 people or
more
→ Maximize seating space
Haidilao offers a separate waiting area and at Dookki while still
extra services for customers
accommodating walk-in
guests.

Pizza 4Ps uses a pre-booking system

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PRICE

139k
Problems Solutions

Dooki advertising an all-inclusive buffet price of → Keep 139k price but have staff clearly disclose 10% VAT will
but then adding 10% VAT at checkout be added at checkout
→ Use lower cost than changing the entire pricing strategy.
→ Update any relevant policies, contracts, or terms and
→ Lower than the final price, which could attract conditions to reflect the VAT fee and ensure compliance with
more customers initially local advertising and consumer protection regulations.
→ Gives customers a perception of a low price
upfront
Pros

→ Creates the impression of a low price, but

customers must pay additional fees at checkout.
→ Lead to lack of trust from customers.
→ Customers may feel misled.
→ Changing to fully transparent all-inclusive pricing
Cons benefits long-term credibility but may impact new
customer acquisition.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PROMOTION
Problems Solutions

Unlike other Dookki branches, Dookki Phạm Ngọc Thạch Make official announcements on trends for all branches.
does not provide the necessary conditions for
customers to fully engage in these trends. → Use Dookki's social media like Facebook, TikTok.
→ Ensure consistent experience across branches
→ The reason: No system-wide announcement
Create separate social media accounts for each branch.
Not leveraging main social media channels like the → Develop engaging content on the
Facebook fanpage and TikTok. branch's social media.
→ Restore and maintain a positive
→ Relying on TikTokers for popularity and new trends. image in the long run (retain loyal
customers, avoid boycotts, etc.).
→ Dookki Pham Ngoc Thach still
has a negative image due to
past issues.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PEOPLE
Problems Solutions

Employees lack of attitude Invest in employees training programs

Employees are only trained on working processes but not → New hires must undertake a training programme with
focused on training on corporate attitude and being learning basic service guidelines (1-2 lessons a week within the
accessed to company culture. first month) and business’s standards for the first 3 months.
Unprofessional staff’s attitude → Create a corporate culture, a working environment with high
opportunities, build a customer-oriented culture.
→ No staff regularly checking, ensuring serving or needs of
customers. Have appropriate incentives
→ Employees were reported to have disrespectful attitudes
to retain personnel.
towards customers, talking and gathering while the food
stall ran out of items.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PROCCESS
Problems Solutions

No reservation policy Upgrade the waiting area with more waiting seats (2
Dookki does not give customers benches), bar stools. Limit the number of waiting
the opportunity to reserve a table customers according to the number of seats, barriers and
in advance. restaurant closure time.

→ Long waiting times: Especially Deploy 1-2 staff to manage the waiting area during peak
during peak hours hours, provide waiting time estimates to set customer
→ Customers struggle when looking expectations, offer snacks for customers. (a small pack
for a quick and convenient dining of Poca peanut)
experience.
Periodic inspection, FIFO (First In, First Out) storage:
The process of checking the → Ensure the latest food is used first
quality of raw materials and food Store manager: Make food status reports, check and
processing has many shortcoming report at the beginning and end of the day to remove
foods with signs of spoilage, manage inventory.
Provide employees (kitchen assistant) with full
→ Causing food quality failure knowledge of realising the indication of rancid food, how
to recognize and handle when detected.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PROCCESS
Problems Solutions

Slow food Refill process

There is no specific staff member in Cashiers and store managers will be responsible for
charge of ensuring the adequacy of actively soliciting feedback and assessing customers'
food. All jobs will be taken care of by the experiences at the time of payment in preparation for
waitress. departure.
→ Only when an employee realises that → Promptly addressing any issues or complaints
the food is out directly at that moment.
→ Notify chef through walkie-talkie.

Complaint settlement policy: has not completely Develop a complaint handling scenario for managers
solved the problem of customers and service staff.

→ Not actively seeking feedback, customer input or

experience.
(Most of Dookki's customers are young customers, so sometimes these
customers do not directly respond to problems to the staff and manager
but post on social networks, causing negative effects)
→ Some employees do not know how to handle, do not have
problem-solving skills → Making customers feel even more
uncomfortable.

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PHYSICAL EVIDENCE
Problems Solutions

No private restrooms → Provide nylon gloves at the container under the table.
→ Customers must use the shopping center's facilities. → Place 2-3 signs indicating the way to the toilet to
→ Requires a long walk to reach the restroom wash hands in easy to see locations

Simple waiting area

→ Customers standing outside the restaurant. → Invest in a separate waiting area.
→ Lacks partitions, causing discomfort for nearby → Add more partitions between the restaurant's interior
customers and exterior.
→ Must queue to the emergency exit, with only front
seats available

Infrastructure deterioration
→ Wooden furniture prone to mold → Update infrastructure
→ The utensils and cooking pots are old and not clean every 2 years
enough

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
 PHYSICAL EVIDENCE
Problems Solutions

Limited facilities to deal with heat → Regularly maintain AC and fans for best operation
→ Natural heat caused from hotpot → Stored enough fans for ¾ of the tables
→ Not enough facilities to serve customers in heat → Only provide fans for requested tables

Limited seating
→ Dookki prefers larger groups when busy, making it Cannot change restaurant layout due to fixed
hard for solo diners or couples to find tables. electrical wiring
→ Offer promotions during off-peak hours.
→ Limit number of promotion redemptions.
→ Reduce table shortages during busy times

Dirty facility → Schedule specific times for floor

→ During peak hours, soup or drink spills commonly occur cleaning
on the floor → Allocate staff for cleaning tasks

CUSTOMER IDENTIFICATION BEHAVIOR & DECISION ANALYSIS 7P’S PROBLEM ANALYSIS & SOLUTION
Thank you for listening!