Mos Burger launching in Vietnam
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Mos Burger in Vietnam will open its first store in Ho Chi Minh City later this year.
The company plans to set up a joint venture in the country next month and open 10 outlets in the next three years.
Last October, Mos Burger partnered with Danang Tourism College to run a training program called Bentonamu Kazoku where Vietnamese candidates could undertake training courses at Mos Burger stores in Japan before returning home to work as managers.
The company said it will recruit 350 people in four years under its work-visa program.
Mos Burger in Vietnam’s recruiting strategy is not only to enhance the quality and training of staff there but also to help its Japanese franchisees address labor shortages arising from the country’s ageing population.
While Vietnam may be the fast-growing retail market in Southeast Asia, it could prove a challenge for Mos Burger as other fast-food franchises have discovered that changing local consumers’ habits of eating cheap street food to relatively expensive burgers is not an easy mission.
Questions & Answers
Q.How many Mos Burger outlets are planned for Vietnam in the near future?
How many Mos Burger outlets are planned for Vietnam in the near future?
The company intends to open 10 outlets in Vietnam within the next three years. Its first store is scheduled to launch in Ho Chi Minh City later this year.
Q.What is the purpose of the Bentonamu Kazoku training program?
What is the purpose of the Bentonamu Kazoku training program?
The program allows Vietnamese candidates to train at Mos Burger stores in Japan. They will then return to Vietnam to work as managers, contributing to staff quality and training in the country.
Q.What dual benefit does Mos Burger expect from its recruiting strategy in Vietnam?
What dual benefit does Mos Burger expect from its recruiting strategy in Vietnam?
The strategy aims to improve staff quality and training in Vietnam. It also helps Mos Burger's Japanese franchisees by addressing labour shortages caused by Japan's ageing population.
Q.What challenge might Mos Burger face in the Vietnamese market?
What challenge might Mos Burger face in the Vietnamese market?
Changing local consumers' habits from eating inexpensive street food to comparatively costly burgers could be difficult. Other fast-food franchises have encountered this challenge in Vietnam.
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