Workshop: Winning Concept F&B. Brand positioning in a saturated market
A 3-hour hands-on workshop with the Founder of AAU and PEACH Consulting: learn to build a Winning Concept validated across 100+ F&B chains.
About the event
With the Vietnamese F&B market now saturated with over 540,000 outlets, opening a venue is no longer a game of "open it if it looks nice", but a fight to win a distinctive position in customers' minds.
In this 3-hour workshop I will share the Winning Concept Framework © , the F&B brand positioning framework that AAU has refined across 100+ real projects. After the workshop, you will have an initial Winning Concept draft for your own model.
The workshop is limited to 30 seats. Register early to reserve your spot.
What you will get
Restaurant Matrix
A tool for positioning an F&B model across 6 classification dimensions. Choose the right playing field for your resources.
Winning Insight
5 market research steps to find the Unmet Need and Pain Point of your target customers.
Brand Story Canvas
A brand map that stays consistent from tagline to the in-venue experience.
P&L Mini-Template
A simple CapEx + OpEx + BEP spreadsheet to assess whether a concept is financially feasible.
Event agenda
Check-in & Networking
Welcome guests, light networking, enjoy AAU coffee.
Part 1: Why do 80% of Vietnamese F&B concepts fail?
Analysis of 5 common reasons + a case study of 3 brands that "slipped" in 2024-2025.
Part 2: Winning Concept Framework ©
Restaurant Matrix · Customer Persona · USP triangulation · Brand Story Canvas.
Part 3: Hands-on workshop
Each participant applies the framework to their own idea or venue. Mentors go table by table to coach.
Q&A + Upcoming courses
Open questions. Introduction to the AAU Academy roadmap of 13 specialized courses.
Speakers
Mr. Tien Tien
Founder AAU Academy & PEACH Consulting
15+ years of strategy and operations consulting for 100+ Vietnamese F&B chains, from small chains to large groups expanding through franchising. Philosophy: "transfer the system so the business can run itself".
Frequently asked questions
Who is the workshop for?
F&B Founders and venue owners, F&B start-ups, and F&B Marketing Managers who want to systematize brand positioning. People who have never opened a venue but have a specific idea are also a good fit.
Is there anything I need to prepare?
You should have 1 idea or a running venue ready to apply the framework to. Bringing a laptop or iPad for notes is recommended.
Do I get materials to take home?
Yes. Every learner receives: the Restaurant Matrix Worksheet, the Brand Story Canvas template, a P&L mini-template and a library of 30+ AI prompts.
Is the workshop recorded?
Yes, but the video is shared only with participating learners. It is not public.
What if I register but cannot attend?
If you notify us 48 hours in advance, you will receive a 100% refund. If you notify later or not at all, the fee is not refunded but will be transferred to the next workshop.
Winning Concept F&B
Building a Brand and Developing an F&B Model: from positioning and customer research to a menu and feasible P&L.
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Food Menu R&D & Kitchen Design
Menu to Kitchen: from a dish idea to a kitchen that runs. Recipe Card, BOM, Kitchen DNA and a 7-zone layout.
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Building an F&B Franchise System
Franchise System: package your model and roll it out properly. Sales Kit + NSO Playbook + Operation Manual.
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