Luận Văn Pizza has become a fashion food, and Pepperonis is one of the most famous restaurant chains in Hanoi

1. Introduction and the Context:
It is a study about one fashion food in Vietnam these recent years, it focuses on the restaurant chain whose name is Pepperonis – it belongs to Al Frescos group. Al Frescos came to Vietnam in June 1996 after operating in Hong Kong since 1992, and now it has 5 outlets in Hanoi and 3 outlets in Ho Chi Minh city. Belong to Al Frescos group there is not only Pepperonis, there are also Jaspas and Papa Joes Coffee.
Al Frescos Group has carefully expanded with a vision to develop distinctive brands to satisfy diverse tastes and markets since the year it came to Vietnam and it achieved great successes. With 4 types of restaurant, Al Frescos satisfied all customers.
The Al Frescos Brand was developed with a vision to provide a comprehensive menu with Man Size portions at affordable prices.
The Pepperonis Brand was created to offer similar comfort food, to that of Al Frescos, however, targeting a more local and cost sensitive crowd.
Jaspas, targets a more business orientated clientele, offering great steaks and comprehensive wine collection in quiet and relaxed surroundings.
And the most recent addition, Papa Joes Coffee, was established to satisfy a niche in the market for tasty snacks and great coffee.
In this study, we will focus on how the Pepperonis Brand has developed in Hanoi market, how it has grown the market share in Hanoi in these recent years. After one year opening in Vietnam, Al Frescos Group established Pepperonis in 1997. The menu is enriched as time goes by with objective to satisfy diversified customers’ tastes.