Grand opening ideas for restaurants without a big budget

Opening a restaurant doesn't necessarily have to cost hundreds of millions of VND – in fact, you can start with just a few dozen million if you know how to optimize your ideas and customer approach strategies. In reality, over 68% of small eateries in Vietnam have successfully started up with cost-saving, creative models focused on core values..The important thing is not how much money you have, but how you turn small ideas into memorable culinary experiences.

At DPS.MEDIA, we have accompanied hundreds of restaurant models starting from a mini scale but quickly attracting customers thanks to smart marketing strategies and low costs – especially by leveraging social media and online platforms. You don't need a large space, you don't need a complicated menu, just a clear concept and the ability to tell your brand story through each dish.

The secret lies in choosing the right model for your budget: take-away restaurants, food carts, pop-up food stalls, or even cloud kitchen models – no need for a storefront, just a kitchen and online sales channels. These are solutions that have helped many young entrepreneurs access the market quickly, minimize risks, and generate stable profits from the very first months.

Combining quality products, clear positioning, and clever communication, a small restaurant can absolutely create a “big effect”. This is no longer just a theory – it is the real result from proven models. DPS.MEDIA directly consulting and implementing strategies, from Da Nang to Ho Chi Minh City.

Grand opening doesn't require a big budget – just the right idea, the right action, and the right strategy. Start with simple but different things, and you will make your mark in today's highly competitive food market.

Leverage the compact eatery model to optimize operating costs

Small space, big efficiency

Instead of investing in a large space in a central location with expensive rent, compact restaurant models (micro-dining) are becoming a new trend in Vietnam's F&B industry, especially suitable for young entrepreneurs starting out with limited budgets. According to the report from Vietnam Food & Beverage Industry Research 2023, more than 40% of new F&B models in the past 2 years have chosen to operate in spaces under 30m²². This not only helps save on rent and utilities, but also reduces the number of permanent staff.

At DPS.MEDIA, we have consulted for an F&B startup to use a takeaway bar model combined with online sales channels via Shopee Food & Grab. Results after 4 months of implementation:

Optimize space thinking instead of scaling up

A lesson from the model “stand-up eatery” in Japan has been successfully applied in Ho Chi Minh City: no need for tables and chairs, space enough for 5-10 customers to stand and eat, but high revenue thanks to fast customer turnover and extremely low costs. The secret is:

• I simplify the menu – only 5-8 easy-to-make dishes, well controlled
• Use automated ordering technology – reduce cashier staff
• Leverage digital channels to attract online orders – reduce dependence on offline customer traffic

As Dr. Nguyễn Trung Dũng shared in “The Lean Startup F&B”,“the victory of small eateries does not come from scale, but from the ability to respond flexibly and optimize every square meter of space.” From the digital perspective of the DPS.MEDIA team, a compact model is the foundation for you to test the market before expanding, ensuring healthy cash flow and easy adaptation if customer preferences change.

Choose strategic locations instead of expensive premises

Focus on foot traffic instead of high rent

According to research by Harvard Business Review, the most important factor when choosing an F&B business location is not a beautiful or large space, but the foot traffic and compatibility with consumer behavior in that area. At DPS.MEDIA, we advise SME clients to consider “touchpoints” such as:

• Areas near universities and offices – where target customers frequently move
• Small alleys with local cafés forming “hidden destinations”
• Night markets, residential areas, old apartments with a stable number of customers each day

A notable typical example is “Ôi Dzời Ơi!” bánh mì shop” ⁣ – a startup with less than 20 million VND/month for premises in an alley in District 3, Ho Chi Minh City, but by taking advantage of the nearby bus stop and investing in online brand recognition, sales tripled in just 2 months.

Compare types of locations by investment effectiveness

Perspective from DPS.MEDIA: “Expensive does not mean effective. SMEs should prioritize optimizing organic traffic and brand positioning at the point of sale. In the digital-first era, let your premises serve your marketing strategy instead of being an operational burden.”

Design a streamlined menu based on target customer insights

Focus on “Hero” dishes based on consumer behavior

From DPS.MEDIA's experience in consulting for SMEs in the F&B sector,a common mistake of newly opened restaurant owners is trying to include too many dishes on the menu – this not only increases operating costs but also causes decision fatigue for customers.. A study from Cornell University pointed out that a concise menu helps increase order rates and improve the dining experience.. In particular, it is necessary to identify the group of “signature dishes” or “Hero Dish” based on behavioral insights: customers coming for a quick lunch need a complete dish – easy to order, easy to take away; young people will choose dishes that are easy to share on social networks…

For example, in a case study of a street food restaurant in District 3 supported by DPS.MEDIA, we reduced the menu from 32 dishes to only 8 core dishes based on Google Trends analysis and a quick survey of a local Facebook group. Results after 2 weeks of opening: ingredient costs decreased by 34%, customer retention rate increased by 28% thanks to wait times being cut in half.

Compare the effectiveness between the original menu and the streamlined menu

According to our observation, the simplicity in the menu does not reduce competitiveness – on the contrary, it creates a clearer brand impression. Positioning as “just pick one delicious dish” will make the communication message easier to absorb and more likely to go viral on TikTok or Instagram Reels – where “simple & aesthetic” is the golden rule in content trends.

With a low opening budget, product quality and experience consistency must be prioritized over product scale. Let customers remember you for one outstanding dish, instead of remembering you for having too many dishes – all of which are just ”okay”.

Apply digital marketing to increase brand presence with a limited budget

Leverage social media platforms for organic reach

A newly opened restaurant doesn't necessarily have to spend money on billboards or TV advertising. With a limited budget, DPS.MEDIA recommends leveraging the power of social media platforms like Facebook, Instagram, or TikTok to increase awareness through viral marketing.

You can apply content strategies such as “behind-the-scenes opening”, “trying new dishes” or “grand opening minigames”:

• Signature dish tasting video: Collaborate with local micro-influencers to create videos experiencing the main dishes.
• Mini-story updating the restaurant opening journey: Share the restaurant's progress through daily stories, creating a sense of companionship.
• Dish Naming Contest: Activate user interaction with content through small rewards.

Nielsen's research (2022) shows that UGC (user-generated content) has a trust score of 8.7/10 – higher than any form of paid advertising.

Optimize local SEO and publish Google Business Profile

Even without your own website, appearing on Google Maps is a must. Make sure you set up a Google Business Profile (GBP) SEO standard with complete photos, information, opening hours, and relevant keywords.

Below are some suggested factors that directly affect search effectiveness on Google:

For example, a small client of DPS.MEDIA is a cold noodle shop in District 3 – “Yuki Cold Noodles” – which once doubled its customer count during its opening week thanks to being in the top 3 search suggestions for “delicious cold noodles nearby”. No paid advertising, just GBP and genuine reviews from local foodie friends.

Run Facebook ads targeting local audiences

With less than 2 million VND, you can still launch an effective advertising campaign targeting users within a 3-5km radius of your restaurant area. The key to success is not a big budget, but the ability to personalize and deliver messages tied to local consumer behavior:

• Use local language: Example: “delicious afternoon snack – alley next to Nguyen Tri Phuong market”.
• Image of a dish that matches the local taste: If the restaurant is in Go Vap district, prioritize rich-flavored dishes that suit the “strong taste” preference.
• Attach a soft-open offer: for example: “Check-in to receive free juice for the first 3 days”.

DPS.MEDIA experimented with a handmade banh mi shop in Thu Duc, spending only 1.5 million VND on opening ads but attracting up to 450 customers in the first 5 days, thanks to optimizing ads based on the breakfast habits of early-working office staff within a 1km radius.

With the right strategy – creativity, smart positioning, and understanding user behavior – you can absolutely “launch your restaurant” without “breaking the bank”.

Create word-of-mouth effects with a creative grand opening program

Attract with on-site interactive activities: “Experience it to understand it”

One of the most common mistakes when opening a restaurant is over-investing in traditional advertising and forgetting the core: new customer experiences are the most powerful communication channel. DPS.MEDIA encourages SMEs to organize on-site interactive activities, helping first-time customers feel “they just have to share”:

• Photogenic check-in corner: Creative decor that sparks curiosity on social media.
• Blind taste mini game: A challenge for the taste buds, stimulating curiosity and creating fun viral videos.
• Quick dish review corner: Post live reviews on the fanpage and immediately give out new dishes to encourage sharing.

Apply psychological viral effects: create an enticing “limited offer”

According to Cialdini's (2007) research on the principles of persuasion, the “scarcity” effect makes people more likely to make quick decisions. DPS.MEDIA often advises SMEs to launch restaurants with the strategy of “only 88 free trial portions available per day,” combined with livestreams showing customers lining up and sharing to naturally create a FOMO effect.

Case study: The comeback of “Bếp Mộc” in District 7

The small eatery “Bếp Mộc” has applied a super cost-effective user approach by inviting 50 food reviewers micro in the nearby living area. With a budget under 5 million VND, they did not use paid advertising but focused on: food quality, rustic decor for easy photo-taking, and a unified hashtag #AnLaMeChia. After just 4 days of opening, the restaurant reached 700 orders via app and foot traffic increased by 300% compared to expectations. A typical campaign for the “experience-based marketing” effect.

Collaborate with local KOLs or Food Reviewers to increase brand awareness

Leverage the reach of KOLs for rapid dissemination

When the grand opening budget is limited, instead of investing heavily in traditional advertising, collaborating with KOLs, micro-influencers, or local food reviewers is a much more cost-effective strategy. Those with small influence but who have built a loyal and highly engaged community are the strong “catalysts” that help spread the name of a new restaurant.

With experience from projects implemented by DPS.MEDIA, we have found that you only need to:

• Select KOLs that match local tastes and focus on the restaurant’s target customer segment.
• Propose a ”try-out invitation” instead of paying cash (offer free dishes, exclusive experience incentives).
• Request stories and reels instead of long posts to save costs while still increasing the chance of going viral.

A specific example is the grand opening project of the restaurant Phở Ngon Tân Bình – the restaurant collaborated with 3 food reviewers with modest followings (under 10,000), but all are living in the Tan Binh district area. After 3 days of sharing their first experience videos, the restaurant's fanpage gained over 1,500 likes and the number of check-ins at the restaurant tripled compared to expectations.

According to research from Influencer Marketing Hub (2023), 63% of SMEs confirm that collaborating with micro-KOLs brings significantly higher ROI compared to famous influencers. The key is choosing the right person, at the right time, with the right message – instead of a big budget.

Utilize online delivery platforms as the main sales channel

Turn delivery platforms into a startup stage for F&B

instead of spending on opening a physical store, you can completely start selling with minimal cost thanks to leveraging popular online delivery platforms like ShopeeFood, GrabFood, Baemin, or Gojek. In reality, this is not only a place to quickly reach your target customers but can also become an independent sales ecosystem if optimized properly.

A Nielsen survey on Vietnamese consumer behavior in 2023 shows that over 68% of people buying processed food through delivery platforms do not need to know the restaurant's name; they only care about attractive dishes, reasonable prices, and fast delivery. This opens up opportunities for “cloud kitchen” models – kitchens serving only online – helping you focus on the product without worrying about rental costs.

At DPS.MEDIA, we have implemented a digital campaign for the Hue beef noodle model “O Bep Nha Na” – no storefront, only operating on GrabFood in Ho Chi Minh City. After 2 months:

Suggestions from DPS.MEDIA to make the most of the delivery platform:

• Simple products, optimized preparation & delivery time
• Food images must be attractive, truly “scroll-stopping” on the app
• Dish names should be inspiring, combined with popular search keywords
• Invest in post-delivery customer care services (messages, next-time offers)

According to research from Harvard Business Review (2021), small F&B brands should view delivery platforms not only as sales channels, but as the first product identity communication channel. On these platforms, if done well, you can create a “footprint” in the consumer’s mind even before they see your physical storefront.

The journey ahead for me

Each business model has its own journey, but the starting point doesn’t necessarily require a large budget. With creativity, flexibility, and an enterprising spirit, anyone can realize the dream of opening a restaurant—even with limited capital. The important thing is thorough preparation, making the most of available resources, and understanding your target consumers.

As DPS.MEDIA often observes when accompanying SMEs in Vietnam, digital marketing is the “key” that opens the door to big opportunities from small steps. Whether your shop is on a small street corner or operates online, building a professional digital presence—from social media to search tools—will help you reach the right customers, at the right time, with optimal costs. Don’t forget: with the right plan, even a small campaign can create a big impact.

If you are nurturing culinary startup ideas but are still concerned about budget, consider this a signal to start—from the simplest, most familiar things. At the same time, don’t hesitate to learn more about topics such as branding, building a cost-optimized menu, or leveraging online distribution channels. Every smart step you take today lays the foundation for tomorrow’s success.

DPS.MEDIA is always ready to support SMEs in developing effective marketing strategies, especially during the challenging initial stages. We believe that starting a business doesn't have to be big, it just needs to be right.

What about you? Share your ideas, concerns, or personal experiences in the comments section – together, we can create even more innovative breakfast restaurant models from simple beginnings.