In Ho Chi Minh City, a restaurant publishes a free newspaper
A number of brands have raised their public profile by publishing newspapers and magazines. It’s a brand development strategy which small and medium-sized businesses can also use, as the Quan Bui restaurant has proved.
In order to stand out an increasing number of brands have turned to branded content. What’s the aim? To maximise their chances of catching
the attention of the public by publishing quality content through different channels. Far from being the preserve of multi-national companies, this trend is also accessible to small and medium-sized businesses, as this Vietnamese restaurant is showing by enhancing its relationship with customers.
Located in the heart of Ho Chi Minh City, the Vietnamese restaurant has decided to produce its own newspaper and distribute it for free, in order to reestablish the link with consumers which had tended to become weaker.
In fewer than 25 pages, printed in colour with lots of visuals, readers can quickly be informed on the history and details of the establishment, the head chef and the team. Interviews, recipes and anecdotes are also included to make the customer feel on the inside.
Despite the use of thin paper typical of free publications, the newspaper stands out through the quality of its design. It is created to encourage people who browse through the paper to come back to Quan Bui.
Following a first publication in April 2016, the restaurant continues to publish monthly.
17A Ngo Van Nam, Ben Nghe Ward
Ho Chi Minh City