Technological Innovations in Customer Experience for Vietnam's F&B Industry | Bài thảo luận tiếng anh thương mại

A Thuong Mai University GROUP DISCUSSION BUSINESS ENGLISH 2
TOPIC: Technological Innovations in Customer Experience
for Vietnam's F&B Industry Supervisor : Do Diep Linh Class : 251_ENTI3411_27 Group : 09 CONTENT
ACKNOWLEDGEMENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3
I. INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
II. CONTENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
1. Overview and role of technological innovation in Customer Experience for Vietnam's
F&B Industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2. Key Technological Innovations in the Customer Experience within Vietnam's F&B
industry . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.1. Innovations in the Pre-Purchase Stage. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
2.2. Innovations at the Point of Sale and Service Enhancement . . . . . . . . . . . . . . . . . 8
2.3. Innovation in Customer Retention and Personalization . . . . . . . . . . . . . . . . . . . 13
3. Chal enges and Future Outlook . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
3.1. Chal enges in Adopting Technology: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
3.2. Future Technology Trends: . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17
III. CONCLUSION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19
REFERENCES . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
TASK ASSIGNMENT TABLE FOR GROUP 9 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 2 ACKNOWLEDGEMENTS
First of al , Group 9 would like to sincerely thank the University of
Commerce for including the course Business English 2 in the curriculum. In
particular, we would like to express our deepest gratitude to our lecturer, Ms. Do
Diep Linh, for her dedicated teaching and for imparting such valuable knowledge to us throughout the course.
During the time at ending Ms. Linh’s Business English 2 class, we have
gained not only useful knowledge but also an effective and serious learning spirit.
These wil certainly be precious lessons and essential preparation for our future endeavors.
However, due to our own limited knowledge and inexperience in practical
application, despite our best efforts, this discussion paper may inevitably contain
shortcomings and inaccuracies. We sincerely hope that you wil kindly consider
and provide feedback so that our work can be improved.
Group 9 would like to extend our heartfelt thanks once again! 3 I. INTRODUCTION
In the era of digital transformation, the food and beverage (F&B) industry in
Vietnam is experiencing rapid changes in both scale and customer expectations.
Consumers today are not only concerned with food quality and price, but they also
expect greater convenience, faster services, and more personalized experiences. This
creates strong pressure for businesses to continuously innovate in order to remain competitive.
According to the National Restaurant Association’s recent reports, more than
70% of F&B enterprises worldwide view technology as a vital tool to enhance
competitiveness and efficiency. Vietnamese businesses are no exception, as many are
investing in online ordering systems, digital payment platforms, and customer
relationship management tools. These solutions not only optimize operations but also
transform the way customers interact with brands before, during, and after their dining
experience. Technological innovation, therefore, has become a decisive factor for the
growth and sustainability of Vietnam’s F&B sector. What are the favored technology
trends in the F&B industry by both businesses and consumers? In this discussion, we
wil delve into the technological innovations that are shaping the customer experience
of the Vietnamese F&B industry, thereby clarifying how businesses leverage technology
to differentiate themselves and build customer loyalty. 4 II. CONTENT
1. Overview and role of technological innovation in Customer Experience for
Vietnam's F&B Industry
Technological innovations in customer experience are considered a cornerstone
for Vietnam’s F&B industry because they directly determine how businesses compete
and survive in a fast-changing market. Unlike traditional factors such as price or product
quality, technology provides a sustainable advantage by reshaping the way customers
interact with brands. In today’s digital era, consumers expect not only tasty food but also
convenience, speed, and personalization. Meeting these expectations requires
continuous innovation in digital tools, from mobile apps and delivery platforms to
cashless payments and AI-powered recommendations. This makes technological
innovation a decisive factor: it helps businesses differentiate themselves from
competitors, respond quickly to customer demands, and create experiences that build
long-term loyalty. Without adopting new technologies, F&B enterprises risk losing
customers to more advanced rivals who can provide smoother and more engaging services.
Technological innovation plays a vital role in transforming the entire customer
journey—from before, during, and after service. Before dining, customers can explore
menus, make reservations, or order delivery through apps. During the service,
technology helps ensure faster transactions, bet er communication, and even
personalized recommendations. After the experience, digital platforms al ow customers
to share feedback, receive promotions, and build loyalty with the brand. In this way,
technology not only optimizes operational efficiency but also creates memorable,
individualized experiences that strengthen customer satisfaction and loyalty.
2. Key Technological Innovations in the Customer Experience within
Vietnam's F&B industry
2.1. Innovations in the Pre-Purchase Stage
The surge of technology has fundamental y reshaped business practices and the
customer experience in Vietnam's F&B industry. Traditional methods, which relied 5
heavily on physical presence, have been replaced by a digital "virtual storefront,"
enabling businesses to connect with customers anytime, anywhere.
At Innovations in the Pre-Purchase Stage, technology has revolutionized how
customers discover and select dining options, replacing conventional marketing and interaction methods.
 Food Delivery Apps (Now, Grab):
In the past, discovering a new restaurant was a manual process. Customers often
relied on word-of-mouth recommendations, food reviews in magazines or newspapers,
or simply walking around and looking at physical storefronts and signs. The only way
to place an order was directly at the restaurant or over the phone. Traditional F&B
establishments essential y had a single "storefront" - their physical location - where
customers had to be present to engage.
Today, food delivery apps like Grab and Now have become the primary "virtual
storefronts" for restaurants. These platforms offer a comprehensive online space with
detailed information, including menus, high-quality food visuals, prices, hours, and
location. The intuitive interface and smart search filters al ow customers to explore
countless options with just a few taps.
Furthermore, customer reviews and ratings have become a crucial factor,
replacing traditional word-of-mouth. Customers can now read hundreds or thousands of 6
reviews before making a decision. The ordering and payment processes are also
streamlined, eliminating the waiting and complex procedures of conventional methods.
 Online Reservations & Interaction:
Previously, making a reservation, especial y for a large party or during peak
hours, was often a time-consuming process. Customers had to cal the restaurant
directly, sometimes encountering a busy signal or an overwhelmed staff member. This
process required real-time interaction, was limited to business hours, and was prone to errors.
Nowadays, online reservation systems have completely replaced this method.
Customers can easily check table availability, book a table, and receive instant
confirmation via an app or website, with no time limitations.
In addition, the rise of automated chatbots and social media messaging has taken
over the role of a 24/7 customer service representative. Chatbots can instantly answer
common questions about hours of operation, menus, and locations, saving customers
time and reducing the workload for staff.  Digital Marketing:
In the past, promoting a restaurant was based on traditional methods like
distributing flyers, placing ads in newspapers or magazines, and displaying physical
signs or posters at the venue. Promoting food visuals was also limited and couldn't reach a wide audience.
Today, digital marketing has created a revolution in how F&B brands at ract
customers. Businesses use social media platforms like Facebook, Instagram, and TikTok
to showcase high-quality food photos, cooking videos, and engaging livestreams.
These campaigns not only appeal to the visual senses but also directly stimulate
customer desire. Moreover, col aborations with food bloggers and reviewers have
replaced rigid paid advertising with more authentic and trustworthy content. Their viral
reviews and videos have a powerful ripple effect, al owing brands to reach a large
number of potential customers organical y. Using digital menus with enticing visuals
also plays a significant role in stimulating customer desire and accelerating their decision-making process.
These technological innovations have transformed the F&B customer journey
from a time-consuming, physical y-dependent, and limited experience into a seamless, 7
personalized, and convenient one. The shift from traditional methods to digital solutions
not only benefits customers but also helps F&B businesses optimize operations, expand
their market reach, and enhance their competitive edge in the digital age.
2.2. Innovations at the Point of Sale and Service Enhancement
Technology is transforming the customer experience, from the ordering and
payment to the service processes. These innovations not only help businesses
operate more efficiently, but also save customers valuable time and enhance their overal satisfaction.
 Optimizing the Ordering Process
The traditional ordering process involved a staff member manual y writing
down each order from a paper menu. This was not only a slow process but also led
to human errors and long queues during peak hours. Now, moving away from
traditional paper menus, electronic menus (e-menus) display food and drink
options with prices and vivid images on digital devices like smartphones, tablets, and POS systems.
A report highlights that 60% of dine-in patrons prefer using handheld
devices for ordering, while 65% would like to use them for payments.
Additional y, 63% of respondents are comfortable with making orders and
payments through their phones.
Handheld devices not only offer convenience and autonomy to diners but
also reduce the wait times for orders, enhancing the speed and efficiency of service.
E-menus facilitate more accurate and quicker updates, reducing errors and
optimizing service during busy times. These menus also al ow for easy
modifications, enabling restaurants to adjust offerings and prices with minimal effort.
Examples of e-menu implementations are:
 Kiosk Systems: These are standalone ordering stations that have been
popular in markets like the USA, Japan, and Singapore. As seen in
McDonald's in Vietnam, these large touch-screen kiosks were introduced in 8
2017, marking the beginning of kiosk-based e-menus in the region. This
system excels at handling high customer volume quickly, al owing
customers to easily browse the ful menu, check nutritional information, and
make personalized changes to their meals. The ability to complete the entire
process at the kiosk has been highly effective, especial y for customers who
may be shy or prefer not to communicate with staff.
 QR Code Menus: Customers can scan QR codes to access menus on their
smartphones, a method adopted by restaurants such as Chang Kang Kung.
This provides a convenient and contactless way for diners to browse and
order directly from their own devices.
 Integrated Menus on Tablets: Tablet menus are prominently used by chains
like Haidilao and those under the Golden Gate brand, including Manwah.
Phuc Long and The Coffee House also utilize tablet-based kiosks, often
placed near the entrance. This strategy effectively manages the long queues
that are common at these stores, as customers can place their orders and pay
before reaching the counter. This streamlines the customer journey, so they
only need to wait for their drinks to be prepared. Furthermore, the kiosks
make it easy for customers to customize their sugar and ice levels, providing
a more personalized experience. 9
 Optimizing the Payment Process
Historical y, cash was the dominant payment method, which was slow,
prone to human error when counting change, and created security risks for both
customers and businesses. In today’s world, simply carrying a smartphone with
internet access enables you to make payments from anywhere, at any time,
highlighting the rise of the "cashless economy." The rapid adoption of cashless
methods has made paying with cards, e-wallets, and phones highly popular in Vietnam.
Vietnam, with its young, tech-savvy population and a smartphone
penetration rate boasting nearly 99.8% 4G coverage, is at the forefront of this
digital transformation. The shift towards non-cash transactions is evident in its
remarkable growth. According to the State Bank of Vietnam, in January 2024, the
volume of non-cash transactions surged by 63.3%, and their value rose by 41.45%
compared to the same period in 2023. This trend highlights a significant move
away from traditional payment methods.
Digital payments offer unparal eled convenience and speed, benefiting both
consumers and businesses alike. Consequently, sectors such as dining, hospitality,
and tourism are rapidly integrating these technologies. Today, even mobile street 10
vendors and roadside stal s facilitate QR code payments, making it easier for
patrons to pay on the go. This method is now ubiquitous across Vietnam, from
smal cafes to large restaurants. A customer simply needs to open their mobile
banking or e-wal et app (like MoMo, ZaloPay, or Viet el Money), scan the QR
code displayed at the counter, and confirm the payment. This process takes only a
few seconds, which is significantly faster than handling cash and provides
immediate transaction traceability for the business.
 Enhancing the Customer Experience with POS Innovations
In the traditional F&B model, a restaurant’s operations were managed
manual y. The ordering and payment process was ful of friction, as staff wrote
down orders on paper and processed payments with a simple cash register. This
old way was not only slow and prone to errors but also led to frustratingly long queues during peak hours.
A modern Point of Sale (POS) system transforms this entire process. A POS
is an integrated platform that digitizes and automates virtual y every aspect of a
business. It provides real-time insights into sales, inventory, and customer
behavior. This shift from paper to digital management is the foundation for a much
more efficient and customer-centric service model. 11
Beyond its core functions like inventory management, sales tracking, and
remote oversight, a modern POS system plays a critical role in elevating the F&B
customer experience. The innovations brought by this technology are not just about
internal efficiency. They are designed to make the customer's journey faster, more
personalized, and more convenient.
 Enhanced Convenience and Payment Flexibility
Speed and efficiency are key to customer satisfaction. The POS system
dramatical y speeds up the entire transaction process.
- Optimized Workflow: The system integrates with various add-on devices like
barcode scanners, credit card readers, and receipt printers. This means staff don't
have to write things down or do manual calculations. It helps them serve customers more quickly and smoothly.
- Mobile POS: Using handheld and mobile devices, staff can take orders and
process payments anywhere in the restaurant. Customers no longer have to wait in
line at a central counter, giving them a more relaxed and seamless experience.
- Multiple Payment Options: Beyond just credit and debit cards, a POS al ows
customers to pay with mobile wal ets like Apple Pay, Google Pay, and QR code
systems. This streamlines the payment process and caters to the growing number
of Vietnamese consumers who prefer using cashless methods.
 Detailed and Transparent Receipts
A POS provides customers with a comprehensive and transparent receipt.
Unlike a simple cash register receipt that only lists items and totals, a POS receipt
includes detailed information. This means customers get a ful breakdown of their
order, including prices, discounts, taxes, and even loyalty reward program
information. This level of detail helps build trust and makes the entire transaction
feel more professional and secure.
 Building Customer Loyalty and Personalization
Modern POS software is no longer limited to payment features. It can do 12
much more. A POS system builds strong relationships and retains customers by leveraging data.
With historical purchase data, the system automatical y col ects and
categorizes customers into necessary groups, such as new or loyal. Based on this information, marketers can:
- Offer targeted promotions to the right customer groups.
- Advertise the exact products customers need.
- Improve the overal payment experience, from reducing wait times to offering diverse payment options.
2.3. Innovation in Customer Retention and Personalization
In the context of Vietnam’s rapidly growing yet increasingly competitive
Food and Beverage (F&B) industry, customer retention and loyalty building have
become strategic imperatives for businesses. In the past, brands primarily relied on
mass promotions and large-scale advertising campaigns to at ract new customers.
However, this traditional approach has shown clear limitations: it is costly,
unsustainable, and ineffective in retaining customers who can easily switch to
competitors. This reality has pushed businesses toward adopting technological
innovations that enable deeper, more personalized, and long-term customer relationships.  Loyalty Programs:
Traditional y, F&B outlets used paper punch cards, printed coupons, or
plastic membership cards. While simple and easy to deploy, these methods had
major drawbacks: customers often lost their cards, businesses struggled to manage
scat ered data, and insights into consumer behavior were nearly impossible to obtain.
Technology has replaced this with digital loyalty applications integrated
into mobile apps or e-wal ets. For example, The Coffee House and Highlands
Coffee now provide apps where customers can accumulate electronic points,
redeem rewards instantly, receive personalized promotions, and track purchase 13
history. These platforms not only encourage repeat purchases but also generate rich
behavioral data—visit frequency, product preferences, and peak order times—that
can be analyzed for personalization. In essence, manual, fragmented loyalty
management has been replaced by ful y digitized, data-driven systems.  Customer Feedback
Traditional y, customer feedback was col ected through in-store suggestion
boxes, printed surveys, or direct conversations with staff. These methods were
time-consuming, fragmented, and difficult to consolidate, while delayed responses
made it hard to identify service problems promptly.
Today, technology enables real-time, multidimensional feedback through
platforms such as GrabFood, ShopeeFood, Google Reviews, or automated
email/SMS surveys. Businesses can now capture customer sentiment almost
instantly and analyze pat erns with far greater efficiency. For example, if a
customer complains about slow delivery on GrabFood, the issue is logged
immediately and the restaurant can adjust operations. Thus, slow and scat ered
feedback collection has been replaced by digital, automated, and continuous
monitoring systems, allowing businesses to refine services in line with evolving expectations.
 Customer Relationship Management (CRM)
In the past, many F&B businesses only recorded basic customer information
through notebooks, Excel sheets, or simple member lists, with data serving more
for storage than analysis. Marketing decisions were largely intuition-based, with
lit le support from systematic insights.
Modern CRM systems have completely replaced this outdated model. They
not only store customer information but also analyze purchase behavior, forecast
consumption trends, segment customers, and generate personalized
recommendations. For example, if a CRM identifies a customer group that
frequently orders sweet beverages, the system can suggest targeted promotions or
recommend similar new products. This marks a fundamental shift from broad,
manual approaches to precision marketing enabled by intel igent, data-driven 14
systems, enhancing both competitiveness and customer experience.
 Personalized Marketing
Traditional y, brands often sent the same discount or promotion to al
customers, such as 10% off for every order or generic vouchers distributed on
social media. This mass approach was too broad, failing to resonate with individual
needs and leading to low retention.
Today, data-driven personalization has replaced mass campaigns with
targeted offers. For instance, a customer who frequently orders milk tea may
receive a 20% discount on their favorite topping, while another who buys coffee
every morning could receive a “buy 2, get 1 free” promotion during breakfast
hours. This ensures that each customer feels uniquely valued. In short, mass
promotions have been replaced by highly personalized, data-based marketing strategies.
=> Conclusion: Innovation in customer retention and personalization within
Vietnam’s F&B sector is no longer optional—it is essential. Technological
advancements—including digital loyalty programs, online feedback systems,
intel igent CRM, and personalized marketing—have replaced outdated, manual,
and inefficient traditional practices. This transformation improves customer
experience, strengthens long-term customer lifetime value (CLV), reduces
acquisition costs, and builds a sustainable competitive edge.
Most importantly, it reflects a fundamental shift in managerial mindset:
from treating customers as a homogeneous mass to recognizing each customer as
a unique individual with distinct needs and expectations. This shift paves the way
for stronger loyalty, deeper relationships, and long-term resilience in an
increasingly crowded and competitive marketplace.
3. Chal enges and Future Outlook
Technology is rapidly transforming many industries today, including the food
and beverage (F&B) sector. Modern tools like artificial intel igence (AI), robotics,
virtual reality (VR), and augmented reality (AR) are helping businesses improve their
efficiency, enhance customer service, and offer more unique, personalized experiences. 15
These technologies not only streamline operations but also al ow restaurants to bet er
understand customer preferences, improve order accuracy, and stay competitive in a fast-changing market.
3.1. Challenges in Adopting Technology:
However, the adoption of technology also comes with significant chal enges,
especial y for smal and medium-sized enterprises (SMEs) in Vietnam, which make up
the majority of F&B businesses in the country.
One of the biggest chal enges is the high cost of investment in modern
technology. Implementing AI-powered systems for customer behavior analysis, using
service robots, or introducing digital tools to enhance the dining experience often
requires substantial financial resources. Beyond the initial purchase, businesses must
also budget for staff training, system maintenance, and regular software updates. Large
restaurant chains often have the financial strength to invest in and experiment with these
technologies, but smal er restaurants, family-run eateries, and medium-sized businesses
usual y operate on tighter budgets and cannot afford to take big financial risks. This
creates a technological gap between large corporations and smal players, making it
harder for the lat er to keep up with industry trends.
Another major issue is ensuring the security and privacy of customer data. As
more F&B businesses implement digital ordering systems, customer loyalty programs,
and AI-driven analytics, they begin col ecting large volumes of personal information
such as names, phone numbers, addresses, purchase history, and even payment details.
Managing and protecting this data requires robust cybersecurity systems and clear data
handling policies. Without proper safeguards, restaurants risk losing customer trust or
facing legal consequences under data protection regulations. For SMEs, set ing up a
secure data infrastructure can be complex and expensive, and many may lack the
expertise to implement proper data governance practices.
A third chal enge is training the staff. Many employees, particularly in traditional
or family-run F&B businesses, are not familiar with digital tools or modern service
systems. Adopting new technologies often requires a complete shift in workflow,
mindset, and customer service culture. This can lead to resistance among employees or
ineffective implementation if adequate training is not provided. Furthermore, the time 16
and resources needed to upskil staff can place additional pressure on business operations.
3.2. Future Technology Trends:
Despite the chal enges, the future of technology in the food and beverage (F&B)
industry remains incredibly promising. Advancements in digital tools are opening up
new opportunities for businesses to improve efficiency, deliver bet er service, and create
memorable customer experiences.
One of the most transformative technologies is artificial intel igence (AI). AI-
powered chatbots can now handle a wide range of customer service tasks, such as
answering questions, taking orders, making personalized food recommendations based
on a customer’s past preferences, and even managing complaints in real time. These
virtual assistants are available 24/7, helping restaurants serve customers quickly and
consistently without needing human staff at every step. Beyond customer interaction,
AI also provides powerful insights for managers. By analyzing customer behavior, AI
can predict food trends, identify best-sel ing items, suggest changes to the menu, and
adjust pricing strategies based on real-time demand, al of which help businesses stay agile and competitive.
Robots and automation technologies are also becoming more common, especial y
in high-traffic or high-cost environments. In some modern restaurants, robots are used
to prepare drinks, cook simple meals, deliver food to tables, and even clean the premises
after service. These machines help reduce labor costs, improve operational consistency,
and increase speed, especial y during peak hours. For restaurants facing labor shortages
or high employee turnover, robots can offer a reliable, long-term solution. They also
help maintain hygiene and precision, which is increasingly important in today’s health- conscious world.
Another emerging area of innovation is the use of Virtual Reality (VR) and
Augmented Reality (AR) to enhance customer engagement. AR-powered menus al ow
customers to view 3D images or animations of dishes before ordering, giving them a
more vivid and informative preview of their meal. This not only reduces uncertainty for
the customer but can also increase appetite and satisfaction. VR, on the other hand, is
being used to offer immersive experiences such as virtual tours of the kitchen, behind- 17
the-scenes looks at food preparation, or interactive storytelling about the restaurant’s
concept or origins. These experiences are especial y at ractive to tourists and online
customers, helping restaurants build stronger emotional connections and differentiate
themselves in a competitive market.
However, it is important to remember that technology should serve as a tool to
support humans, not to replace them entirely. While machines excel at performing
repetitive, structured tasks with speed and accuracy, they stil lack the emotional
intel igence, cultural sensitivity, and personal warmth that human service staff bring to
the dining experience. In the F&B industry where hospitality, trust, and relationships are
essential to customer loyalty, the human touch remains irreplaceable. A genuine smile,
at entive service, and meaningful interaction are what turn a good meal into a memorable
experience. Therefore, the most successful businesses wil be those that use technology
to enhance human capabilities, not eliminate them. 18 III. CONCLUSION
Technology is very helpful for the food and beverage (F&B) industry. It can make
services faster, more accurate, and more personal for customers. New tools like artificial
intel igence (AI), robots, virtual reality (VR), and augmented reality (AR) give
restaurants many chances to improve and attract more customers. However, using
technology also has some chal enges. The cost of buying and using new technology can
be high, especial y for smal and medium-sized businesses. Protecting customer data is
very important, and without good security, businesses might lose customer trust. Also,
staff need time and training to learn how to use new technology, which can be difficult
for some businesses. Despite these chal enges, the future of technology in the F&B
industry is very promising. The key to success is to find a good balance between using
technology and keeping human service. Technology should support employees, not
replace them. The kindness, care, and understanding that people provide are stil very
important for creating good customer experiences.
In conclusion, by combining technology with human at ention, businesses can
improve their services, offer unique experiences, and build strong relationships with
customers. This balance wil help businesses grow and succeed in a competitive market. 19 REFERENCES
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