{"id":33,"date":"2026-04-22T22:23:21","date_gmt":"2026-04-22T15:23:21","guid":{"rendered":"http:\/\/localhost:8080\/?case_studies=chien-luoc-mo-diem-chuoi-cua-hang-hu-tieu-thai-lan-pi-thai"},"modified":"2026-05-03T09:57:13","modified_gmt":"2026-05-03T02:57:13","slug":"strategy-for-opening-a-chain-of-thai-noodle-shops-pi-thai","status":"publish","type":"case_studies","link":"https:\/\/minhphan.vn\/en\/case-studies\/chien-luoc-mo-diem-chuoi-cua-hang-hu-tieu-thai-lan-pi-thai\/","title":{"rendered":"Pi Thai: Opening Point Strategy \u2013 Market Penetration \u2013 Optimizing the First Sales Point"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n<h3 data-section-id=\"f9y6fu\" data-start=\"227\" data-end=\"241\">Background<\/h3>\n<p data-start=\"242\" data-end=\"306\">Pi Thai is a chain of Thai noodle restaurants that expanded from Da Nang to Ho Chi Minh City.<\/p>\n<p data-start=\"308\" data-end=\"468\">In the initial phase of a new market, the challenge is not just &quot;opening a store,&quot; but rather:<br data-start=\"385\" data-end=\"388\" \/><strong data-start=\"388\" data-end=\"468\">Choosing the right sales location is crucial for both selling products and building brand recognition.<\/strong><\/p>\n<h3 data-section-id=\"c6osln\" data-start=\"475\" data-end=\"487\">Problem<\/h3>\n<ul data-start=\"488\" data-end=\"749\">\n<li data-section-id=\"21h9wj\" data-start=\"488\" data-end=\"548\">Lack of understanding of the market and customer behavior in Ho Chi Minh City.<\/li>\n<li data-section-id=\"1o9yexj\" data-start=\"549\" data-end=\"602\">The appropriate area and route have not yet been determined.<\/li>\n<li data-section-id=\"1hldojg\" data-start=\"603\" data-end=\"653\">There is no long-term land development strategy yet.<\/li>\n<li data-section-id=\"wvfupk\" data-start=\"654\" data-end=\"702\">Staff shortages and site selection processes.<\/li>\n<li data-section-id=\"1lqklm7\" data-start=\"703\" data-end=\"749\">Risk of opening the wrong sales point in the initial phase.<\/li>\n<\/ul>\n<p data-start=\"751\" data-end=\"814\"><strong data-start=\"754\" data-end=\"814\">Lack of a strategic framework for effective point-opening implementation.<\/strong><\/p>\n<h3 data-section-id=\"ood2sv\" data-start=\"821\" data-end=\"835\">Target<\/h3>\n<ul data-start=\"836\" data-end=\"1130\">\n<li data-section-id=\"1dljuv0\" data-start=\"836\" data-end=\"890\">Developing a sales outlet development strategy in Ho Chi Minh City.<\/li>\n<li data-section-id=\"18acqgy\" data-start=\"891\" data-end=\"937\">Identify key areas and routes.<\/li>\n<li data-section-id=\"1sav1av\" data-start=\"938\" data-end=\"997\">Establish a set of criteria for selecting site locations that will be applied long-term.<\/li>\n<li data-section-id=\"xwikca\" data-start=\"998\" data-end=\"1057\">Search for, evaluate, and deploy initial sales points.<\/li>\n<li data-section-id=\"s8v972\" data-start=\"1058\" data-end=\"1130\">Ensure the first store is both a revenue generator and increases brand awareness.<\/li>\n<\/ul>\n<h3 data-section-id=\"sfm55q\" data-start=\"1137\" data-end=\"1163\">Site Plus deployment<\/h3>\n<p data-start=\"1165\" data-end=\"1201\"><strong data-start=\"1165\" data-end=\"1201\">(1) Develop point-of-sale strategy<\/strong><\/p>\n<ul data-start=\"1202\" data-end=\"1364\">\n<li data-section-id=\"1kj8fgu\" data-start=\"1202\" data-end=\"1254\">Analyzing the behavior of target customers in Ho Chi Minh City.<\/li>\n<li data-section-id=\"11934nc\" data-start=\"1255\" data-end=\"1318\">Develop a set of criteria for selecting land plots based on the Pi Thai model.<\/li>\n<li data-section-id=\"f8w1jk\" data-start=\"1319\" data-end=\"1364\">Mapping priority areas and routes<\/li>\n<\/ul>\n<p data-start=\"1366\" data-end=\"1391\"><strong data-start=\"1366\" data-end=\"1391\">(2) Accompanying the opening of points<\/strong><\/p>\n<ul data-start=\"1392\" data-end=\"1563\">\n<li data-section-id=\"1pdvndd\" data-start=\"1392\" data-end=\"1435\">Searching and screening approximately 30 properties per month.<\/li>\n<li data-section-id=\"1dj6wwn\" data-start=\"1436\" data-end=\"1479\">Assessment, evaluation, and selection recommendations.<\/li>\n<li data-section-id=\"coedzr\" data-start=\"1480\" data-end=\"1511\">Assisting in negotiations with landlords.<\/li>\n<li data-section-id=\"10nhkkh\" data-start=\"1512\" data-end=\"1563\">Launching the first 3 sales points within 4 months.<\/li>\n<\/ul>\n<h3 data-section-id=\"y3qcu9\" data-start=\"1570\" data-end=\"1583\">Result<\/h3>\n<ul data-start=\"1585\" data-end=\"1905\">\n<li data-section-id=\"1j6ko7w\" data-start=\"1585\" data-end=\"1659\">Store at <strong data-start=\"1600\" data-end=\"1632\">182 Tran Quang Khai (District 1)<\/strong> achieve results quickly<\/li>\n<li data-section-id=\"1ua30ui\" data-start=\"1660\" data-end=\"1723\">Revenue belongs to <strong data-start=\"1678\" data-end=\"1721\">High performance group right from the initial operation phase.<\/strong><\/li>\n<li data-section-id=\"et2qk0\" data-start=\"1724\" data-end=\"1834\">The sales points consulted by Site Plus are all located within <strong data-start=\"1777\" data-end=\"1796\">Top 6 revenue<\/strong> system in Ho Chi Minh City (by the end of 2024)<\/li>\n<li data-section-id=\"1iydwx\" data-start=\"1835\" data-end=\"1905\">Establishing a strategic foundation for expansion in the next phase.<\/li>\n<\/ul>\n<p data-start=\"1928\" data-end=\"1969\"><strong><em>With a new brand in a new market: The first point of sale is not just for selling products,<br data-start=\"2013\" data-end=\"2016\" \/>to establish a position and create momentum for expansion.<\/em><\/strong><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u1ed1i c\u1ea3nh Pi Th\u00e1i l\u00e0 chu\u1ed7i h\u1ee7 ti\u1ebfu Th\u00e1i Lan m\u1edf r\u1ed9ng t\u1eeb \u0110\u00e0 N\u1eb5ng v\u00e0o TP.HCM. Giai \u0111o\u1ea1n \u0111\u1ea7u t\u1ea1i th\u1ecb tr\u01b0\u1eddng m\u1edbi, b\u00e0i to\u00e1n kh\u00f4ng ch\u1ec9 l\u00e0 \u201cm\u1edf c\u1eeda h\u00e0ng\u201d, m\u00e0 l\u00e0:ch\u1ecdn \u0111\u00fang \u0111i\u1ec3m b\u00e1n \u0111\u1ec3 v\u1eeba b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, v\u1eeba x\u00e2y d\u1ef1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. V\u1ea5n \u0111\u1ec1 Ch\u01b0a am hi\u1ec3u th\u1ecb [&hellip;]<\/p>\n","protected":false},"featured_media":34,"template":"","meta":{"_acf_changed":false},"class_list":["post-33","case_studies","type-case_studies","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.5) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Pi Th\u00e1i : Chi\u1ebfn l\u01b0\u1ee3c m\u1edf \u0111i\u1ec3m \u2013 Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng \u2013 T\u1ed1i \u01b0u \u0111i\u1ec3m b\u00e1n \u0111\u1ea7u ti\u00ean - MinhPhan.Vn<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/minhphan.vn\/en\/case-studies\/strategy-for-opening-a-chain-of-thai-noodle-shops-pi-thai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pi Th\u00e1i : Chi\u1ebfn l\u01b0\u1ee3c m\u1edf \u0111i\u1ec3m \u2013 Th\u00e2m nh\u1eadp th\u1ecb tr\u01b0\u1eddng \u2013 T\u1ed1i \u01b0u \u0111i\u1ec3m b\u00e1n \u0111\u1ea7u ti\u00ean\" \/>\n<meta property=\"og:description\" content=\"B\u1ed1i c\u1ea3nh Pi Th\u00e1i l\u00e0 chu\u1ed7i h\u1ee7 ti\u1ebfu Th\u00e1i Lan m\u1edf r\u1ed9ng t\u1eeb \u0110\u00e0 N\u1eb5ng v\u00e0o TP.HCM. Giai \u0111o\u1ea1n \u0111\u1ea7u t\u1ea1i th\u1ecb tr\u01b0\u1eddng m\u1edbi, b\u00e0i to\u00e1n kh\u00f4ng ch\u1ec9 l\u00e0 \u201cm\u1edf c\u1eeda h\u00e0ng\u201d, m\u00e0 l\u00e0:ch\u1ecdn \u0111\u00fang \u0111i\u1ec3m b\u00e1n \u0111\u1ec3 v\u1eeba b\u00e1n \u0111\u01b0\u1ee3c h\u00e0ng, v\u1eeba x\u00e2y d\u1ef1ng nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u. 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