STARTUP BUSINESS MODEL IN THE F&B SECTOR IN BINH TAN DISTRICT, HO CHI MINH CITY

Abstract

This study analyzes the factors influencing the success of F&B startups in Binh Tan District, Ho Chi Minh City, in the context of the digital economy and changing consumer trends post-pandemic. Surveying 50 startups and 200 customers, the results indicate that the cloud kitchen model outperforms traditional models, with an average monthly revenue of VND 128.6 million and a profit margin of 22.4%, significantly higher than conventional setups. The use of technologies such as POS systems and QR ordering has increased revenue by 25–30% and reduced service time by 30%. The study also identifies investment capital and digital marketing as the two most critical success factors, while a lack of funding and ineffective marketing strategies are the leading causes of failure (55% of startups ceased operations within two years). Based on these findings, the study proposes strategic solutions including the development of cloud kitchen models, greater adoption of technology, and the implementation of multi-channel marketing strategies to help F&B startups optimize operations and enhance competitiveness in this high-potential yet challenging market.