Food App Operations & Growth
Food App Growth
Grow to make a profit, not just to get more orders. 4 hands-on sessions for F&B owners selling on GrabFood, ShopeeFood, Be Food and Xanh SM: perfect your storefront profile, run the delivery kitchen, and run profitable promotions and ads on both major platforms. The last two sessions split the time so the instructor can review each learner's own storefront directly.
Struggling when selling on Food Apps?
7 situations F&B owners on food delivery platforms face every day.
Burning ad money with no profit
You run Sponsored Listing and orders go up, but you still lose money at month-end. You cannot calculate real ROAS after commission, vouchers and food cost, and you are buying orders instead of profit without realizing it.
Rating drops below the threshold and the platform pushes you to the bottom
A few 1-star reviews at peak hours make the store lose its display ranking. With no process for responding and recovering rating, some stores are pushed down almost permanently.
Real margin is negative after commission, packaging and tax
The selling price on the app looks profitable, but after platform commission, packaging costs and withholding tax under Decree 117/2025 (effective 1 Jul 2025), the real profit margin is thin or negative, and you do not know which dishes are losing money.
Great food, but wrong packaging ruins the unboxing experience
Fried food gets steamed and soggy, soup spills, rice goes cold. Packaging that does not meet spec means great dishes still get low ratings the moment the customer opens the box.
Dependent on one platform, with no customer data
Food Apps do not share the customer's phone number after an order is completed. The whole customer base sits with the platform: no remarketing, no retention, and a major risk from depending on a single channel.
Wrong orders at peak hours, a wave of 1-star reviews
Many apps push orders at the same time, the kitchen gets confused, and dishes come out slow and wrong. With no peak hour procedure, every busy period triggers a string of negative reviews.
Copying the in-store menu straight onto the app, with no delivery optimization
A long menu with no Hero SKU, no combos and blurry photos leads to a low CTR. A menu designed for dine-in hurts rating and conversion when selling through food delivery apps.
A hands-on course: grow to make a profit, not just to get more orders
Not a generic marketing course. A hands-on course tied to your store's real dashboard: operations, menu, advertising and customer retention on Food Apps.
100% focused on operations and growth on Food Apps: delivery kitchen, menu, visibility, advertising and customer retention. NOT generic marketing: all content ties directly to the dashboard and real figures of your store.
Led by Quan Ho, founder of Ga Ooo & VuaCua, who directly operates and grows many stores on food delivery platforms. Combined with speakers from ShopeeFood (SPF) and Grab for the view from the platforms themselves.
Learners open their own store dashboard in class: best-selling dishes, prep time, photo CTR, profit margin per SKU. The instructor analyzes the areas to improve directly, with no learning on hypothetical figures.
Decree 117/2025 on withholding tax, AI Merchant Assistant on GrabMerchant, ShopeeFood Livestream Commerce & AI Affiliate Marketing, the GrabFood for One trend: use new features to raise visibility without raising costs.
4 sessions × 3 hours = 12 hands-on hours, held Saturday and Sunday (14:00-17:00) over 2 consecutive weekends. The last two sessions are split in half: the first half covers platform marketing, the second half has the instructor review assignments directly on learners' storefronts.
Who is this course for?
3 core audiences, and who the course is not yet right for.
F&B owners selling on Grab / Shopee Food
Currently operating on at least 1 food delivery platform, with orders but no stable profit. You want to understand the cost structure correctly, optimize the menu and run profitable ads instead of burning money.
New store owners on the app who do not yet know how to optimize
Just went live on Air or preparing to join the platforms. You need a standard checklist so your profile, menu, photos, delivery zone and Organic visibility are right from the start, avoiding the most costly common mistakes.
Chain owners who want to standardize delivery operations
Managing multiple stores / multiple apps, and wanting to systemize delivery kitchen SOPs, rating procedures, multi-platform ad budgets and build your own customer channel to reduce dependence on commission.
Not yet selling on any food delivery platform
The course requires you to be operating at least 1 app (Grab / Shopee / Be / Xanh SM) so you can practice directly on a real dashboard. Without a store on an app, the results drop significantly.
Looking for a course to build a brand / concept from scratch
This is not a brand and business model building course. If you do not yet have a clear concept, you should take the Winning Concept F&B course before optimizing the food delivery channel.
Only selling in-store, with no plan to go on apps
The entire curriculum revolves around the delivery channel through Food Apps. If your model is purely dine-in with no online sales, the course content will not be suitable.
Looking for a generic marketing theory course
This is a hands-on course tied to store data: audit dashboards, calculate margins, run real campaigns. It is not a theory course or a translation of foreign materials.
4-Session Learning Path: 2 Phases
Foundation: storefront profile and delivery kitchen operations. Growth: marketing on ShopeeFood and GrabFood. Each session is 3 hours, held on Saturday and Sunday over 2 consecutive weekends; the last two sessions spend half the time reviewing assignments on learners' own storefronts.
Phase 1: Profile & Operations
FOUNDATION: Sessions 1 & 2
Session 1
Onboarding & Setting Up a Profitable StorefrontLegal documents · Audit Profile Score · Menu · Food photos · Pricing · 3 hours
- Requirements and documents to open a storefront: business registration certificate, food safety certificate, owner's ID card, bank account, store photos and a draft menu, varying by company, branch, household business and franchise types
- Audit the Profile Score of the learner's own storefront on a 100-point scale: profile completeness, food photos, opening hours, prep time, rating and number of reviews, combos and add-ons, delivery channel price markup
- The five factors that make up the Profile Score and the 70-point threshold: below the threshold, even with paid storefront ads the store still appears rarely in search results
- Designing a profitable menu for the delivery channel: lead dishes, combos, add-ons, dish descriptions and presentation to raise basket value
- Professional food photography with a phone, and pricing that does not lose money after platform commission and withholding tax
- Output: a storefront audit scorecard and a list of 5 things to fix immediately, with owners and deadlines
Session 2
Operational Excellence on Food Delivery PlatformsDelivery kitchen · Batch prep · Peak hours · Rating · SOP · 3 hours
- Delivery kitchen operating flow: area layout, handling orders from multiple apps at once, tablet management and reducing wrong orders at peak hours
- Batch prep and peak hour handling: prep schedules for each F&B type, staffing thresholds, when to temporarily hide dishes to keep prep time in check
- Four platform metrics used to score a storefront: order completion rate, actual prep time, cancellation rate and rating
- Review response process and rating recovery plan after an incident; three things never to do when you get a bad review
- Packaging standards by dish group and a set of SOPs for opening, quality checks and closing for the delivery kitchen
- Output: a shift operating SOP and a weekly tracking metrics sheet for the storefront
Phase 2: Growth & Assignment Review
GROWTH: Sessions 3 & 4
Session 3
ShopeeFood Marketing + Assignment ReviewVouchers · Flash Sale · Keyword ads · 50% of time on assignment review · 3 hours
- Overview of the ShopeeFood marketing toolkit: short-term and long-term campaigns, which you can register for yourself and which need support from the platform's account manager
- Vouchers and promotions: choosing mechanisms by goal, calculating the store-funded portion and the real profit left per order
- Flash Sale for the right dishes in the right time slots; brand weeks and themed days in the Vietnamese cultural calendar
- Keyword ads: choosing keywords, setting budgets, reading results and knowing when to stop instead of spending the whole budget
- Building a 12-month campaign calendar for the storefront: choose fewer and go deeper instead of joining every program
- Second half of the session, assignment review: re-scoring the Profile Score after learners have made fixes, reviewing menu and pricing, approving each storefront's promotion plan
Session 4
GrabFood Marketing + Assignment Review & 30-Day PlanCo-funding · Display ads · 30-day plan · 50% assignment review · 3 hours
- GrabFood toolkit: short-term campaigns such as Flash Sale and deep discount deals, long-term campaigns such as multi-tier co-funding and spotlight programs by meal period
- Reading real order examples to see how much the store actually receives after each discount mechanism: this figure is the basis for deciding whether to join
- Display ads and search ads on GrabFood: how they differ and how to split the budget between the two
- Comparing ShopeeFood and GrabFood performance on learners' real data to decide which platform to concentrate the budget on
- Second half of the session: assignment review and finalizing a 30-day action plan for each storefront, with the instructor challenging each plan directly
8 practical deliverables to take home and use right away
A set of templates + checklists + frameworks, applied right away to your store on Food Apps.
Understand the Food App ecosystem & avoid costly mistakes
A map of commission structures, ranking algorithms and the most common mistakes on Grab / Shopee / Be / Xanh SM: know which levers push your store to the top.
Real margin formula (including Decree 117/2025 tax)
A file that calculates the real profit margin per SKU = selling price − commission − packaging − withholding tax − labor. Decide which dishes to keep, reprice or remove from the menu.
Delivery kitchen SOP + Batch Prep + peak hour handling
Kitchen opening/closing checklists, batch prep schedules by F&B type, peak hour procedures and packaging standards by food group, ready to apply immediately.
Optimized delivery menu: Hero SKU, Combo, Photos, Pricing
A framework for redesigning the menu for the food delivery channel: 2-3 Hero SKUs, basket-boosting combos, thumbnail photo standards for each platform and a pricing architecture for delivery.
Review response SOP + rating recovery plan
A set of response templates for 1-star / 3-star / fake reviews / no-comment reviews / positive reviews, plus a step-by-step recovery process when rating falls below the platform threshold.
ShopeeFood promotion & advertising plan
A promotion mechanism selector by goal, how to calculate the store-funded portion, and a 12-month campaign calendar for the storefront.
GrabFood promotion & advertising plan
How to read real profit after each discount mechanism, split the budget between display and search ads, and compare performance across the two platforms.
A 30-day action plan that has been challenged
A concrete plan for the learner's storefront, reviewed directly by the instructor in the last two sessions and finalized in Session 4.
Hands-on Learning Experience
Learn not only from slides: learn by auditing dashboards, calculating margins and working for real on your own store.
Open your own store's dashboard
Every session is tied to real figures: best-selling dishes, prep time, CTR, margin per SKU. The instructor analyzes the areas to improve on your store directly.
Calculate margins & design combos in class
You do not take slides home to read: you enter your store's figures into the margin template, redesign the menu and combos, and leave class with a version you can use immediately.
Real application on the app between sessions
Between sessions: map the kitchen flow, calculate margins for your 5 best-selling dishes, redesign the menu, audit 30 days of ad spend. In the next session you share results so the whole class learns together.
Direct perspective from SPF + Grab
Sessions 3 and 4 feature speakers from ShopeeFood and Grab: industry benchmarks, real case studies and feedback on learners' storefronts from the platforms' own perspective.
Community & 30-day check-in
Connect with the community of F&B owners selling on Food Apps, the AAU × TECOM alumni network, and a group check-in 30 days after graduation to track results.
Course Instructors
Lead instructor Quan Ho (Ga Ooo, VuaCua) is joined by guest speakers from ShopeeFood and Grab.
Quan Ho
Founder Tecom
Ex - F&B Director, Nam Mien Trung Group Ex - Head of Marketing & Partnership, Ofood Group (Ga Nuong O O O, Bo-Le-Ro) Ex - Deputy CEO, Vua Cua Nearly 10 years of hands-on experience in management and operations, and in building successful marketing for F&B chains with top revenue on Food App Delivery.
SPF + Grab Speakers
Platform experts: ShopeeFood & Grab
A team of guest speakers from ShopeeFood and Grab joins Sessions 3 and 4, sharing industry benchmarks, promotion and advertising mechanisms, and real case studies from the platforms' perspective.
Tuition, Offers and Commitments
Free retake of the next course
If you do not feel confident applying it, you can retake 1 following course for free, at no extra cost.
AAU × TECOM Certificate + Alumni
Complete all 4 sessions and submit your 30-Day Action Plan to receive a certificate issued by AAU Academy × TECOM, plus access to the alumni community.
A 2,000,000 VND reservation fee is deducted from tuition. Pay 3,000,000 VND at registration and 3,000,000 VND before Session 3. Includes Workbook, all assignment templates, community Zalo group, certificate, guest speakers from ShopeeFood and Grab, alumni network and a group check-in 30 days later. The last two sessions spend half the time on assignment review on learners' own storefronts.
Frequently asked questions
Answers to common questions before you register.
Does the course issue a certificate?
Yes. The certificate is issued by AAU Academy × TECOM once learners complete all 4 sessions and submit the 30-Day Action Plan, along with access to the alumni community.
I have only just started selling on the apps. Can I keep up?
Yes. The only requirement is that you are currently operating on at least 1 platform (Grab / Shopee / Be / Xanh SM) so you can practice on a real dashboard. The course also includes a go-live checklist and optimization guidance for beginners.
Does the course use real data from my store?
Yes. Every session is tied directly to the learner's own dashboard: auditing best-selling items, prep time, CTR and margin for each SKU. The instructor and the SPF + Grab speakers analyze the areas for improvement live.
What is the schedule, and how many sessions?
4 sessions × 3 hours, 12 hours in total, held on Saturdays and Sundays from 14:00 to 17:00 over 2 consecutive weekends, in person in Ho Chi Minh City. Half of Session 3 and Session 4 is devoted to reviewing the learner's own storefront.
Who is the instructor?
The lead instructor is Quan Ho, founder of Ga Ooo and Vua Cua, who personally operates stores on food delivery platforms. Sessions 3 and 4 feature guest speakers from ShopeeFood and Grab.
I sell on several platforms at once. Does the course cover all of them?
Yes. The content covers Grab Food, Shopee Food, Be Food and Xanh SM: from allocating resources across channels and multi-platform ad budgets to deciding which platform to prioritize by area and F&B format.
What does the tuition include, and how do I pay?
Tuition is 6,000,000 VND per person (full course of 4 sessions × 3 hours). The reservation fee is 2,000,000 VND (deducted from tuition). Installment payment: 3,000,000 VND at registration + 3,000,000 VND before Session 3. The 3+3 schedule is a payment method, not 6 sessions. Includes the Workbook, all exercise templates, the community Zalo group, the AAU × TECOM certificate and a group check-in session after 30 days.
Is there an early registration discount?
Yes. Early Bird: register 3 weeks ahead for 15% off, or 2 weeks ahead for 10% off. The course is expected to start on Saturday, 25/07/2026; the schedule may change, so please call the hotline 0565 66 76 86 to confirm.
Grow on Food Apps profitably, with AAU × TECOM
Leave your details and the AAU team will contact you for a free consultation within 24 hours and confirm the course schedule.
Or call now 0565 66 76 86 (Mon–Sat, 9h–18h)