A third-year Digital Marketing at RMIT University Vietnam
Beyond Dining: The Artful Stories of Two of Da Lat’s Most Iconic Spaces
International Food & Beverage Management
This course challenged me to individually develop a full concept for a bar in Da Lat—Maison de Fleurs—from menu design to location strategy. For the final group assignment, we created La Tâm, a luxury vegetarian restaurant also set in Da Lat. Both concepts drew inspiration from the city’s inherent French charm, blending cultural elegance with visually compelling elements. These projects were not just creative exercises, but practical, location-driven concepts with real potential to be brought to life.
La Tâm is a fine dining vegetarian restaurant nestled in Da Lat, offering an elegant, mindful culinary journey inspired by nature and inner well-being. Rooted in Vietnamese philosophy and refined with French finesse, La Tâm serves thoughtfully crafted plant-based dishes using high-quality, medicinal ingredients to nourish both body and spirit.
Maison de Fleurs is a luxury cocktail bar in Da Lat that captures the romance of French jazz culture. With a breathtaking view of the pine forest and a menu of artisanal cocktails, it offers a refined yet intimate experience, where every detail—from ambiance to flavor—is tailored to elevate the senses and create lasting memories.
In the final assignment of the International Food and Beverage Management course, I was primarily responsible for three core areas: menu design, menu analysis, and target audience analysis. My role began with conceptualizing and designing a visually engaging, strategically priced menu for our hypothetical luxury F&B concept, ensuring alignment with brand positioning and customer experience. I conducted an in-depth menu analysis based on six strategic criteria: visual appeal, accessibility, consistency, clarity, organization, and communication—while integrating psychological principles of menu design to influence consumer choices. Additionally, I developed a comprehensive target market profile using both psychographic and behavioral segmentation, supported by research on consumer dining preferences, income trends, and lifestyle aspirations. This allowed our concept to be strongly rooted in market realities and consumer expectations, contributing to a more tailored and competitive dining experience.
In the second major assessment for International Food and Beverage Management, I took full ownership of the concept development and execution for Maison de Fleurs, a luxury French jazz bar located in Da Lat. My primary responsibilities included the menu creation, menu design, target market analysis, and recipe costing. I curated a visually captivating drink menu aligned with the romantic, nostalgic ambiance of Da Lat and the sophistication of French jazz culture. The menu featured handcrafted cocktails, fine wines, and spirits, all designed with strategic variety in color, texture, aroma, and temperature to enhance guest satisfaction. In parallel, I conducted an in-depth target audience analysis, identifying core segments (affluent Gen Y and Z, local tastemakers, and romantic travelers), ensuring the menu offerings were tailored to their preferences. Additionally, I performed a detailed recipe costing using the provided template, balancing pricing strategy with perceived value and profitability. Every decision—from design elements to drink naming conventions—was supported by hospitality theories, market research, and sensory psychology, reinforcing the bar’s positioning as a refined, purpose-driven experience in Da Lat.