Golden Gate Joint Stock Company

Founded in August 2005 by 3 entrepreneurial friends in their mid-30s, Messrs Vinh, Tuong and Hong, who also form the Company’s management team, Golden Gate is recognized as the pioneer and the top mushroom hotpot restaurant company in Vietnam under the Ashima brand.

Their own unique selling points are reflected by a new cuisine concept together with a distinguished service manner. As of June 2008, the Company has 7 Ashima restaurants in Hanoi, Ho Chi Minh City and Hai Phong. One more restaurant will soon open in Da Nang. The Company also plans to run a parallel quick-service hotpot chain in 2008 to address a different segment of the market in Vietnam.

Realizing the tremendous opportunity in the restaurant market, the Company is preparing an aggressive plan for an expansion of 50 company-owned outlets within the next 5 years.

Products

From the first restaurant in Phan Dinh Phung street in Hanoi, the Company now has opened 6 more in Trieu Viet Vuong street, Giang Van Minh street (Hanoi); Nguyen Trai street (Hai Phong), Nguyen Dinh Chieu street, Tu Xuong street and Melinh point, HCMC. Ashima is well-known for their tasty and healthy hotpot; fresh, diversified natural mushroom and especially their distinguished service manner.

The restaurant now is offering more than 20 kinds of mushrooms and 5 kinds of soup. All restaurants now are running an average of 2.6 seat-turns per day and advance reservation is usually required to get a seat even on weekdays. At a price of around $8/pax, Ashima is ranked among medium-high end restaurants.

Express mushroom hotpot chain

Very sensitive to the increasing demand for the healthy food among people at age of 20-50, also realizing the uncovered target customers due to the price range of Ashimas, Golden Gate is going to launch the first 4 Express mushroom hotpot outlets during 2008. The new model will operate in the quick service segment, serving combo mushroom hotpot sets. Priced at around $6/combo including drink and VAT, Golden Gate intends to offer a high quality single hotpot at a medium price in comparison with other hotpot players in the market.

To be located in highly trafficked zones, nearby office buildings and trading centers in medium size stores, the company expects to offer a quick lunch or dinner for office people, tourists, busy people and also provide opportunity for mid-income people to enjoy the healthy and tasty cuisine.

Systematic processes

One of the key success determinants for a restaurant chain is its ability to maintain the consistent service level in all outlets. Golden Gate’s has a ability to uniform all its present and future outlets’ service due to its highly systematic process, thoroughly applied in every Ashima restaurant. All management members have had a “system-mindset” right from the starting time of the business. Operation procedures are documented and implemented uniformly, a training system and a quality control team is created to ensure the continuity of quality. The systematic processes are mostly reflected in Ashima’s standardized service and also the efficient supply chain management.

For more information, please visit Golden Gate’s main website at www.ashima.com.vn