Background
Pi Thai is a chain of Thai noodle restaurants that expanded from Da Nang to Ho Chi Minh City.
In the initial phase of a new market, the challenge is not just "opening a store," but rather:
Choosing the right sales location is crucial for both selling products and building brand recognition.
Problem
- Lack of understanding of the market and customer behavior in Ho Chi Minh City.
- The appropriate area and route have not yet been determined.
- There is no long-term land development strategy yet.
- Staff shortages and site selection processes.
- Risk of opening the wrong sales point in the initial phase.
Lack of a strategic framework for effective point-opening implementation.
Target
- Developing a sales outlet development strategy in Ho Chi Minh City.
- Identify key areas and routes.
- Establish a set of criteria for selecting site locations that will be applied long-term.
- Search for, evaluate, and deploy initial sales points.
- Ensure the first store is both a revenue generator and increases brand awareness.
Site Plus deployment
(1) Develop point-of-sale strategy
- Analyzing the behavior of target customers in Ho Chi Minh City.
- Develop a set of criteria for selecting land plots based on the Pi Thai model.
- Mapping priority areas and routes
(2) Accompanying the opening of points
- Searching and screening approximately 30 properties per month.
- Assessment, evaluation, and selection recommendations.
- Assisting in negotiations with landlords.
- Launching the first 3 sales points within 4 months.
Result
- Store at 182 Tran Quang Khai (District 1) achieve results quickly
- Revenue belongs to High performance group right from the initial operation phase.
- The sales points consulted by Site Plus are all located within Top 6 revenue system in Ho Chi Minh City (by the end of 2024)
- Establishing a strategic foundation for expansion in the next phase.
With a new brand in a new market: The first point of sale is not just for selling products,
to establish a position and create momentum for expansion.
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