Vietnam’s restaurant landscape has evolved rapidly over the last few years, with the booming demand for both international and premium dining experiences. Among the most notable players in this surge is the Korean BBQ segment. As more consumers flock to enjoy the sizzling experience of grilling high-quality meat at the table, one brand, in particular, stands out: Gogi House.
But Gogi House’s journey wasn’t without its challenges. As the restaurant scene in Vietnam became increasingly competitive, with players like King BBQ and Golden Gate Restaurant Group expanding aggressively, Gogi House needed to do more than just enter the market—they had to stand out.
This is where the magic happened. By leveraging a strategic F&B marketing strategy, celebrity power, and aggressive store expansion, Gogi House quickly became the go-to destination for premium Korean BBQ, all while positioning itself as the number one choice for young, affluent consumers.
The Growing BBQ Opportunity
In the period between 2016 and 2020, Vietnam witnessed an explosive demand for Korean BBQ. It wasn’t just about dining—it was an experience, a chance to gather with friends or family and indulge in the rich flavors of grilled meats. As the market began to grow, so did competition, with many restaurant chains trying to grab a slice of the BBQ pie.
The real challenge for Gogi House, however, wasn’t just about capturing attention in this growing market—it was about standing out. While others focused on a variety of side dishes and grilling techniques, Gogi House chose to double down on what mattered most: the meat.
The chain became synonymous with premium beef, offering the highest-grade, imported beef on the market. In a segment where the quality of meat was the primary driver, Gogi House’s commitment to sourcing the finest cuts set it apart from competitors who emphasized variety over quality.
Mass Awareness & Brand Positioning
To achieve its goals, Gogi House needed to position itself as the top choice for discerning consumers looking for a premium Korean BBQ experience. But how do you quickly rise to the top in a crowded market and justify a higher price point?
The answer lay in a bold, star-powered marketing approach. With a target audience of young, affluent urban dwellers who valued both quality and experience, Gogi House set out to craft a clear and compelling brand message.
Rather than defaulting to generic messaging like “authentic Korean BBQ,” the brand focused on what made it different: “Delicious BBQ with the best meat” and “A premium yet fun dining experience.” This clarity helped consumers understand exactly why Gogi House was the right choice for their next dining outing.
The Marketing Strategy That Fueled Growth
A. Celebrity Power: Son Tung MTP as Brand Ambassador
Enter Son Tung MTP, Vietnam’s top male influencer and an ideal brand ambassador for Gogi House. With millions of followers on Facebook, Instagram, and TikTok, Son Tung was already a trendsetter among young consumers. His authentic, fun-loving persona resonated with the youthful vibe of Gogi House, making him the perfect fit to elevate the brand’s image.
The result? A viral buzz. Consumers flocked to social media, creating an organic surge in user-generated content. As fans shared their Gogi House experiences with their favorite pop star, the restaurant chain saw an increase in foot traffic and brand affinity.
B. Multi-Channel Mass Awareness Campaign
Gogi House’s marketing blitz didn’t just rely on one platform. The brand deployed a comprehensive, multi-channel campaign to maximize visibility and engagement.
1. Digital & Social Media Blitz: Gogi House ran targeted ads on Facebook and Instagram, showcasing mouthwatering visuals of their premium meats. Influencers like Khoai Lang Thang and Helen Chuu were tapped to give their audiences a sneak peek into the Gogi House experience.
2. In-store POSM: Point-of-sale materials and merchandise with Son Tung’s image helped create excitement and engagement right in the restaurants, bringing the star-powered campaign to life on-site.
3. PR & Experiential Marketing: From offering vouchers at store openings to securing media features in popular lifestyle magazines, Gogi House ensured it reached customers both digitally and physically, leaving a lasting impression at every touchpoint.
C. Rapid Store Expansion Strategy
Gogi House didn’t just stop at building a strong digital and social presence. The brand also knew that physical presence was key to winning the BBQ race. In 2019, Gogi House adopted the “Next To Win” model, prioritizing high-footfall locations like shopping malls and downtown areas. The design of the stores was Instagram-worthy, creating a modern, fun atmosphere that appealed to its target demographic.
By the end of 2019, Gogi House had opened 40 new locations in just 8 months, outpacing competitors and securing a strong foothold across Vietnam. With efficient operations and a centralized supply chain, the brand maintained quality control and optimized its menu for maximum profit.
Measurable Success
Gogi House’s marketing strategy delivered impressive results.
- Business Growth: The brand’s aggressive expansion strategy resulted in the opening of 40 new locations within just 8 months, significantly outpacing its competitors.
- Revenue: Gogi House experienced double-digit year-over-year growth, proving that its premium positioning resonated with consumers.
- Brand Perception Boost: Post-campaign surveys revealed a 62% increase in top-of-mind awareness. Customers began associating the brand not just with Korean BBQ, but with premium meat quality.
- Pricing Power & Customer Loyalty: With a stronger brand perception, Gogi House was able to increase menu prices by 10-15% without losing demand. Repeat customers rose by 35%, proving that perceived value had translated into customer loyalty.
Conclusion: Key Takeaways for F&B Marketers
Gogi House’s success story offers a roadmap for F&B marketers looking to scale. From star-powered campaigns to smart brand positioning, the key takeaways are clear:
- Celebrity endorsements work—but only if the ambassador aligns with your brand’s identity.
- Clarity in messaging is critical. Gogi House’s focus on “best meat” became a powerful differentiator in a crowded market.
- Rapid expansion requires marketing support. As Gogi House scaled, its awareness campaigns kept pace, ensuring the brand remained top of mind.
- Consistency is key. From store design to digital creatives, every brand touchpoint reinforced the promise of premium quality.
Final Thought
For F&B brands eager to scale and dominate their markets, Gogi House’s strategy provides a winning formula: rapid expansion, celebrity endorsements, and a clear, compelling brand message. By combining these elements, Gogi House successfully carved out its place as the top choice for premium Korean BBQ in Vietnam, setting a new standard for what a restaurant brand can achieve.
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