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Restaurant Business Plan
Principle Partner: Jon Nguyen
Letter from Jon Nguyen
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Welcome Home!
First off, I would like to send my gratitude to you for taking the time out of your
busy schedule to look at our business. It truly means the world to me.
I opened Tran An back in 2018 in a Food Hall in Miami Design District, on a 8
foot table, with a maxed out credit card with a $5k limit, and not a single asset
to my name. 7 years later, we've grown our business to a brick & mortar
location, in which we've been at for 5 years now, a meaningful and trusted
brand in the local community and a product we feel like is ready to scale to
any market in America and beyond.
I've worked tirelessly to engineer the best systems, and cultivate a working
culture to sustain a meaningful brand that can sustain a high-level product.
We believe that we are ready to take the next level in our growth and are
excited about the prospect of what that will mean to our business.
Thank you again, from the bottom of my heart, for your time and welcome to
the world I've built that is Tran An. I hope you enjoy your time with us!
Executive Summary
Introduction:
TRAN AN first opened in the St. Rock Market in Miami's Design District in
February 2018. It has since opened its first brick and mortar location in July 2020
and has since become the premiere destination for Vietnamese cuisine in
Miami. TRAN AN is a "fine casual" restaurant concept started by Chef Jon
Nguyen. Its main goal is to redefine Vietnamese cuisine in America and shift
the way we think of fast-casual dining. In order to achieve this, Tran An
elevates the quality of product and cooking techniques in order to give guests
a fine-casual dining experience while maintaining a fast-casual atmosphere.
Nguyen's native Vietnamese heritage is the drive behind his menu, and his 20
years experience, in the restaurant business, are the force behind his standards
of service and hospitality. Though TRAN AN operates as a fast casual dining
experience, the practicing standards of both the food and service are that of
the best restaurants in America.
TRAN AN was named after Nguyen's grandfather. Growing up, Nguyen had
always been told, by his grandfather (Mr. An Tran), to open up his own banh mi
shop or Vietnamese bistro. Only when Nguyen decided to dedicate his life to
hospitality did those notions of opening his own restaurant would have a
chance of coming into fruition. When it was time to finally open for business in
the St. Roch Market, Nguyen decided to pay homage to his grandfather and
name the restaurant after him so that his name could live on forever. Mr. An
Tran now resides in Orange County, California and has been to Miami once,
and has given his full stamp of approval of the food!
Mission:
We are redefining restaurant working culture while building a new category of
dining. Our "Fine Casual" approach delivers the highest level of food with high
design while giving the feeling of convenience and comfort. We are a comfort
food restaurant that happens to be Vietnamese-American.
Company Motto:
Be G.O.O.D to People
G - Growth.
O - Opportunity.
O - One Another.
D - To Make a Difference.
Every decision and action within our business, and our daily lives have to meet
these criteria. We believe that this is the reason we are in business and if
something does not meet any of these, we simply do not do them.
Achievements & Media:
Star Chefs Rising Stars 2021
https://www.starchefs.com/profiles/ion-nquyen?rq=jon%20nguyen
Miami New Times Best 100 Restaurants
https://www.miaminewtimes.com/quide/best-miami-
restaurants?keywords=Tra n+An&submit=
4.6
UberEats (5000+ Reviews)
The P.O.P. Issue 002
https://www.por)life99.com/ionnguyen
Miami's Top 10 Most Beautiful Restaurants
https://secretmiami.com/most-beautiful-restaurants-miami/
Instagram
@trananmiami - 14K Followers
Menu & Offerings:
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Wogyu Rare Beef,Beef fleck. Organic Mix
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Egg noodles,nerved in a.savory chid REUSAIIIRt
garlic:bone broth,with cabbage,red
fttt-naturat white meat onion,herby and crirpy garlicWONNIONNINOMM
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Ginger steamed rice,served with AN tuna&wild caught shrimp over Tweet
carrot Aow.'cucumber,herbs&crirpy &rovory rice,with cobbcage,cucumbers,
garlic. ferved with Grondmo rouce fpicy lychees,red onion,herby and crispy
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We believe that a crucial part of our identity is the staff we choose to work in
our business. It's a priority for us that we have individuals who fit our culture and
have aligned ethos and uphold the spirit of our company. We value attitude
way above skill and experience and pride ourselves in cultivating from within
rather than bringing in people with skills from the outside.
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Hours of Operation:
TRAN AN will be open 7 days a week:
MONDAY - SUNDAY: 1 1 am - 1 Opm
Unique Selling Proposition:
TRAN AN aims to redefine Vietnamese dining. So often, when people are
searching for Vietnamese food, or just a Pho restaurant, they arrive at 1 of 2
types of restaurants:
1 . the "typical Vietnamese restaurant" serving the same thing as every other
Vietnamese restaurant, or
2. the "Asian-fusion" restaurant serving "Vietnamese inspired" dishes that
doesn't quite satisfy the comfort food they were looking for.
Though we don't see anything necessarily wrong with either type of restaurant
(as long as they are serving quality product), we do see a gap in the market
and we want to bridge the gap between authenticity and creativity in
Vietnamese cuisine.
Every decision we make at TRAN AN, as it relates to product, experience and
ambiance, is driven by NOSTALGIA. We feel like no matter the cuisine or ethnic
background, there is always a common point of nostalgia that everyone can
relate to.
With this approach, we feel like TRAN AN can be a staple in any community.
Though our cuisine is ethnic by nature, our approach to deliver a memorable
dining experience is relatable to everyone.
TRAN AN is a brand that can thrive in any community, because we focus on
the people we serve and enriching these communities, above all else. And our
commitment to quality and intent in every aspect of the dining experience is
what separates us from our competitors.
Market Analysis:
Financial Plan:
Risk Analysis:
Summary / Keys to Success:
Our goal is to work within our principles that drive our culture and sustain a
profitable business. We want to leave a lasting impression on everything our
business touches. Our product speaks for itself, but the spirit of our restaurant
through purposeful work ethics will transcend our product to any community.