Tag: Carl

Fast foods invasion

It’s kind of redundancy. Fast foods in Saigon?

The place has already been fast. I don’t know if fast foods will help.

At Saigon Central (train depot), I was told to take a number and wait (the way Carl Jr would do in the US) for my fries.

Saigon is not used to mono-chronistic tempo (first comes first served). People just cut in, last in first out. If you are fanatic and faithful to Western sense of order, you will pick a fight every time (conversely, if you went native, you might run into reverse culture shock upon re-entry to the US).

No wonder, the first thing a foreigner sees is the sign, which says “US citizen” this way, the rest, that way. Get in line.  One at a time. Orderly Departure and Entry.

Burger King, KFC and now Starbucks, preceded by a bunch of Filippino and Korean chains.

Pretty soon, one cannot distinguish this city from any other in the world: cosmopolitan, clean and charge it baby (burgers and fries, cappuccino and pizza).

The West is taking over the rest.

When Fareed Zakaria talks about the Post-American World, he meant The Rise of the Rest. But what does that mean? Indian IT workers begin to go clubbing, Chinese tourists begin to take up coffee habits at Forbidden City’s Starbucks, and Brazilian go-go dancers start shopping at Victoria Secrets?

It’s a blended world, of which America happened to be the lead influencer.

Fast foods, fast pipe etc… are manifestations of mass markets, whose principles are rooted in auto manufacturing (which happened to be an offspring of the old industrial world).

It seeks not high-end Tiffany base. Just the lowest common denominator: limited decoration, fast turn-around and a lot of marketing hype (to look hip, westernized, with I-tunes music in the background). Thomas Friedman noticed  that any two countries with a McDonald are least likely to be at war with each other.

The French once boycotted against McDonalization and Disneylandization. They wanted to enjoy slow foods (multiple courses). It’s the slow growth view. The anti-globalization view.

The clash in Seattle not too long ago was a wake up call.

In It’s a Miracle (by one of former Pink Floyd members), we learned about “McDonald in Tibet”. It’s a miracle (with sarcasm).

Now, all you need is fast foods for Saigon fast lane. As if the place is  not fast enough. Actually, what took them (fast foods chains) so long? The place is way ahead of the curve. I have seen people stop their scooters, ask for a light, and zoom along with cigarette to go. Starbucks might have to have their Zippos ready for drive-bys. It’s smoking fast here.

Social dynamics

Like aerodynamics,  social dynamics involve working with conflicts, not avoiding them.

Since we are all made differently, we accept change at various speed.

That’s why some ideas are voted down immediately.

Others might take some arm-twisting.

For instance, it took a while for some emerging countries to introduce the condoms. Used to be a cultural taboo to mention the subject of sex.

Now, you can find Condom Store in Vietnam.

Years ago, people there were rushing abroad to seek better life.

Now, they would rather see returnees marry them and settle there: best of both worlds.

The West has lost some of its luster.

Besides, “Western” draws have made their ways there: KFC, Carl’s Jr, Domino Pizza, Hard Rock Cafe, Starbucks and LV handbags.

Why not stay home and wait for it (the West) to come.

I came back to SF airport and found on my flight mostly of Asian origins. Are there any Westerners touring Asia these days?

In Asia, people tend not to disagree with you out right.

They accumulate the points of differences, and give them back to you in one fell swoop.

Ouch!

You thought silence was consent.

People skilled in diplomacy anticipated opposite reaction and worked that into their presentation. It’s called getting the buy-in.

But in the end, it’s all in the relationships.

People-people bonds are stronger than idea-idea boundaries.

Let’s build more bridges than barriers.

Knowing in the absence of conflict, we don’t have real dialogue.

Differences define us and strengthen us as people living in a pluralistic society. Like aerodynamics, social dynamics need to face some headwinds and opposing ideas to rise.

La vache qui rit

Forbes recently printed a McKinsey report about the coming consumer society in Vietnam. In other words, we will soon see La Vache qui rit in supermarkets along side real cows which are still allowed to roam free in the country side.

Vietnam 2040 will very much resemble US 1950, when the going was good: chicken in the pot and Chevy in the driveway.

Auto dealerships have sprung up at the outskirts, such as Dong Nai: Toyota, Honda and Ford.

Billboards build brands: Liberty Insurance, Prudential and VNPT.

Supermarts, hypermarts and convenient stores are found everywhere, selling of course, high margin, high carb items. KFC, Carl’s Jr and Lotteria employees are tasked to ask if you wanted fries and soda (combo no 1).  An underground mall has recently been opened in Hanoi to much fanfare.

In the country side, people however are happy with satellite TVs, internet hook up and mobile phones. Every house is an enterprise, either bed and breakfast, or coffee shops.

There is a price to pay by giving up traditional society for a consumer one. Vietnam will encounter those social problems Westerners already knew too well:

attachment to things will only lead to addiction, called shopaholism.  Shopaholic sometimes turns shoplifter as well.

It’s an unending cycle: the more things you owe, the less satisfaction you get out of them, hence, the more you think you need to reach old-level high. More results in less and not more happiness.

But advertisers will push this Pavlovian model to the brink.

Kids with glasses spend more screen time than face time with their parents or friends.

And they will eat La Vache Qui Rit, an inherited brand since before 1975,

and never know or see a real cow. It will be the age of vending machine: putting in a coin, and the coke comes out. No question asked. Period. Have you ever seen a real cow laughing? Or the sound of one hand clapping? Get real!

Vietnamize the franchise

Carl Jr, Starbucks, Hard Rock Cafe, KFC, BK, MacDonald, Circle K, Domino, Pizza Hut.

The age of franchise bull run.

When I said I had been to 40+ cities in N America, I actually meant, I have been to only one. The one with MacDonald, Starbucks, Walmart, Target etc…

You got the idea.

The funny thing was, per my  job, I had to zero in Chinese and Vietnamese niche markets in those cities.

And within these niches, I ran into Lee Sandwiches, Tung Ki noodles, Pho Hoa,  Hoa Phat Money Transfer, Le money transfer etc…

Can’t seem to find the authentically local flavor (maybe in New Orleans and Biloxi).

HCMC and Hanoi will soon be filled with similar landmarks, once the invasion of franchise outlets saturated those two engines of growth.

For now, it’s novelty to sit in a new establishment, place your order and self-serve your drinks (the age of prosumerism).

I ordered an iced coffee milk this morning at a local MacDonald. What I got was iced milk. And the cookie I ordered, I had to pay three times for it

(because the system doesn’t allow for customer to buy just one).

So, welcome to supply chain, branding and upselling.

And good luck with getting customer service at those places.

Indeed, one can go through life, at least here in the States, for a month without ever getting any help at all, over the phone or the counter.

See my other blog on “machine and me”.

It gets to be lonely. Hence the blog.

I hope Vietnam doesn’t get that way, at least, not yet until I can find a Carl Jr at every corner, right next to the Starbucks.