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 unique selling points are reflected by a new cuisine concept together with a distinguished service manner. The Company currently operates 6 Ashima restaurants in Hanoi and Ho Chi Minh City. In 2009, the Company launched a new product concept – conveyor hotpot express restaurant named Kichi Kichi, to address casual dining market segment. As the end of June 2010, the Company quickly scaled up Kichi Kichi restaurant concept to 21 outlets, including 2 in Singapore.

Realizing the tremendous opportunity in the Vietnam restaurant market, the Company is preparing to expand into various follow-on restaurant concepts.

Mekong Enterprise Fund II made an investment into Golden Gate in April 2008.

Products

From the first restaurant in Phan Dinh Phung street in Hanoi, the Company now operates 6 Ashima restaurants in Phan Dinh, Phung street, Trieu Viet Vuong street, Giang Van Minh street (Hanoi), and Nguyen Dinh Chieu street, Tu Xuong street, 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. At a price of around $10/person, Ashima is ranked among medium-high end restaurants.

While Ashima is positioned as fine dining restaurant brand name, Kichi Kichi is currently perceived as casual, fast food brand name, attracting a large pool of medium income people in urban cities. At a price of $6/person and "eating as much as you can" concept, Kichi Kichi is being well received by Vietnamese urbanites.  

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 the ability to provide consistently satisfactory services in all outlets thank to its highly systematic process which is thoroughly applied in every Ashima and Kichi Kichi restaurant. After launching, the Company has successfully built up Internal Control process for Kichi Kichi restaurants. All management members have started with a “system-oriented-mindset” and apply it from the beginning for all outlets. Operation procedures are documented and implemented uniformly, a training system and a quality control team is created to ensure the continuity of quality.

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