Viet Soho - How does a small family business restaurant survive through the pandemic?

Doing my research as an International Business Management student on the impact of COVID restrictions on small businesses, I worked at Viet Soho, a family-owned restaurant that not only survived but thrived during the pandemic. My experience there provided valuable insights into small business resilience and adaptability.

When the COVID pandemic struck, small business owners across the UK fought to stay afloat, particularly in London, which is ranked as the most expensive city in the world. Those that managed to stay open were fortunate, or, more accurately, they had to react fast to relentless quarantine storms. With the remaining owners unable to cope, 100,835 firms failed or were permanently shuttered in the third quarter of 2021, according to the Office for National Statistics.

As an International Business Management student, my first course, Managing and Leading Small and Medium Enterprises Module, laid the groundwork for my understanding of the meaning and nature of SMEs, as well as their characteristics and diversity, including family firms, women-owned firms, ethnic firms, and other classifications.

About Viet Soho

Viet Soho is a small family restaurant located in the heart of Tottenham Court Road, one of the busiest areas in London known for its vibrant nightlife and bustling dining scene. Because of the menu's simplicity, I'm especially intrigued about how a restaurant with only 10 tables and restricted space could withstand the pandemic. As a result, I conducted a brief interview with Mrs Nghia as well as observations throughout my everyday work here.

Page 1 of the menu, for a full menu view please click here: http://vietsoho.co.uk/menu-jan23.pdf

During the COVID pandemic

Despite its prime location in bustling London, Viet Soho faced numerous challenges when the pandemic hit, including reduced foot traffic and restrictions on indoor dining.

Nevertheless, through astute management and innovative approaches, the restaurant successfully navigated the challenges posed by the crisis and even managed to entice new patrons. Mrs Nghia, the proprietor of Viet Soho, graciously shared her survival strategies with me, while the restaurant's reputation for exceptional cuisine played a pivotal role in its resilience.

A photo on the side of Mum's Hu Tieu dish.

A few words from Mrs Nghia shed light on the restaurant's survival strategies

Mrs Nghia explained that she had to quickly adjust her business model and operations to stay afloat during the pandemic.

"We had to reduce the number of tables and rearrange the seating to ensure social distancing. We also implemented strict safety measures, such as providing hand sanitisers and masks for all staff and customers, and regular disinfection of the restaurant."

She also noted the importance of adapting to changing customer behaviour.

"We realized that many customers preferred delivery and takeout options, so we optimized our online ordering system and partnered with delivery platforms to reach a wider audience."

Mrs Nghia emphasized the crucial role of social media in maintaining a strong connection with customers.

"We made sure to post regular updates on our social media pages to let our customers know that we were still open and offering our signature dishes. We also encouraged them to share their photos and feedback, which helped us attract new customers and build a loyal following."

Through her innovative strategies and unwavering dedication, Mrs Nghia was able to steer Viet Soho through the storm of the pandemic and emerge even stronger on the other side.

Lessons Learned: Small Business Resilience During COVID

Viet Soho's experience during the pandemic provides valuable insights into the resilience and adaptability required for small businesses to survive and thrive during challenging times. By implementing safety measures, optimizing delivery and takeout options, and leveraging social media, Viet Soho was able to pivot its business model and connect with customers in new ways. These strategies not only helped Viet Soho weather the storm of the pandemic but also positioned it for continued success in the future.

Festive gifts and good luck - What I received for Christmas and Lunar New Year 2023.