Contrary to the name of the restaurant, the food is horrible at this local Vietnamese establishment in the leafy Sunset district in San Francisco. Vietnamese food often features fresh herbs and pungent broth and both of these basic elements are lacking. Unlike American food, Vietnamese is very light. Cheese and cream are not used in this cuisine
Yummy Yummy appears to be the default place to eat when the heavily favorite
San Tung has an overflowing crowd.

Ambiance: Don’t expect romantic jazz music that would spice up the atmosphere. Consider Yummy Yummy as a below par canteen. Wilson, the manager is the closest theatric you will find. Unlike his food, Wilson’s service is exceptional and accommodating but does not make up for the bad food.

Food:
Opening the menu, I was pleased that they served crab meat noodle soup. A red colored broth from tomatoes brewing for hours along with a few pork slices. The dish lacked character and substance. The soup base was watered down and lacked the full bodied taste. The only thing done nominally were the noodles cooked al dente. Lacking substance refers to ingredients. This dish is done very well at PPQ on Irving street providing substance such as flavorful broth, tofu, and pork meat bits. Lacking grill skills, the charboiled pork rice dish included uninviting burnt bits along with an over sweetened fish sauce.

Consultant hat.
“My Lord!” What a missed opportunity. San Tung, a few doors away, constantly has an overflowing wait list. Yummy Yummy could take advantage of this situation and serves customers that don’t want the one hour wait.

5 Things to Do to Improve Business without Spending a Fortune

1) Identify the weakness of the competitor and provide the missing pieces to your customers. For example, San Tung serves great food but lacks ambiance. Yummy Yummy can provide customer value with sexy jazz music which relieves customers that have been frustrated from the long wait in the rowdy atmosphere at San Tung.
2) San Tung has nominal service. Yummy Yummy can train their staff to great their customers. “Welcome to Yummy Yummy, my name is Ming, I am your server for today.”
3) Upsell. San Tung lacks a drink list. Yummy Yummy should focus on one drink done well. “Would you like to try our house favorite Lychee Lemonade?”
4) Differentiate from San Tung and other Vietnamese restaurant with a combo meal. One entrée (noodle soup or rice plate) + Lychee Lemonade + free dessert for $8.95.
The dessert can be a mango gelatin to keep food cost low.
5) Create a blog. Innovation is important. Yummy’s weakness is obvious food quality but Wilson’s friendly service is the strength. Despite being a mom ‘n pop restaurant, customers want to be informed and voice their complains. A blog creates a bond and communication between the restaurant owner and the community. Flyers and advertisements do not work. Human connection is the key.

*note: for serious entrepreneurs who want to learn about innovation, read Free Prize Inside by Seth Godin. In this case, Yummy Yummy needs to focus more on food and their service and less about advertising. After all, word of mouth is the most effective way to generate new business. It is all about the customer. With over 5,000 restaurants in San Francisco, we have so many choices so make it easier for us to choose.

Best Place for Crab Noodle Soup: Bodega Bistro
Best Place for 7 Course Beef: Pagolac

Yummy Yummy
1015 Irving Street
(between 11th Ave & 12th Ave)
San Francisco, CA 94122
(415) 566-4722