cuon.

vn

ABOUT US
uon Delight is a social
enterprise committed
to battling urban food
insecurity by serving
affordable, healthy and
culturally accepted street
foods to the underserved.

VISION
e believe that people can enjoy an active,
healthy and dignified life.
We believe that providing a safe and nutritious
food is improving their labor productivity.
We believe that a standardized street foods
system is the way to changing course.
We reinvent street food.

THE NEED
- The right to food
ver 870 million
people worldwide are hungry today
because they do not
get sufficient, safe and
nutritious food to meet
their daily needs (Figure
1). This is unacceptable.
Food security should
be a basic right for all
human beings.

n Ho Chi Minh City,

there are 600,000
people earning no more
than US$2 per day who
wake up everyday with
a pressing question:
how to get breakfast
with only 50cent. In such
circumstances, street
foods are real bargains for
them when the demands
of time and costs of food,
fuel, cooking equipment
and transportation are
taken into account. To

buyers, street food is

the only accessible and
affordable meals to slum
dwellers, while food
safety and hygiene were
still major concerns. To
sellers, it generate a
bulk of employment and
adequate income while
require fairly simple
skills and facilities. The
problem is its unstable
and informal business
environment. Was that a
market failure?

THE SOLUTION Differentiation with scale

uonDelight is the
standardized and
modernized version of
the traditional street
food system. We focus on
creating and distributing
ready-2-eat and heat-N-eat
fresh prepared food items
from traditional street
food recipes, in right-size
package that create value
for our customers.

CuonDelight is positioned
to be the leading food
shopping destination
for meal components
customized and
personalized for immediate
consumption or mix and
matched for a meal time at
home.

SUBTAINABLE
EMPLOYMENT

Food Supliers

Food Processors
(Local Women)

FOOD
SECURITY
Food Distributors
(CuonDelight)

Community Kitchen
EDE

Retail Stop

Food Consumers
(BOP Market)

Formula For
Success
a.Product mix
Our product lines are
healthy, culturally
accepted and homestyle elevated. We
engaged a network of
local street food vendors
as our outsourcing
partners and developed
a collection of product
recipes and processing
standards based on
their experiences and
nutritional experts
advice.

b.Merchandising
At CuonDelight, rightsize packaging is our
critical success factor.
Products are provided in
see-through packaging
and single-use sizes
that tailored to our
customers budget.

c.Supply chain
- Community kitchen
Our local processing
partners will be
gathered in a network
of centralized kitchens
to prepare and deliver
ready-to-serve food
items, controlled by our
standards. This allows
the creation of regional
supply chain economies
of scale, providing
a balance between
product differentiation
and economic pricing.
- Retail stops
Our products are
distributed through a
system of CuonDelight
convenience retail stops
that focus on short shelf
life, product turnover,
optimized assortment
and target pricing.
- Electronic Data
Exchange
We partner with the
local mobile providers
to create an Electronic
Data Exchange
platform, including the
e-Procurement to collect
large quantity of raw
material orders from
processors to suppliers;

and the e-Voucher to

place family purchasing
plan. Together, they
merge into the EDE,
a sustainable supply
chain throughout
community that involves
suppliers, processors
and consumers;
leverages the economy
of scales and available
infrastructure, the
instant messagehighly accessible
among slums; and
results in food quality
improvement at the
same price.

SOCIAL IMPACT
lums are not market
failure. Slums are
market that works
in their own ways. A
sustainable supply
chain throughout
slum community
helps connecting
farmers to markets,
ensuring sustainable
employment for food
processors and helping
slum dwellers enjoy
food security. Cuon
Delightgo beyond the
traditional business
model to generate a
new prosperity at the
bottom of pyramid.

themselves through
doing other tasks.
- Improved Quality
Strictly applying
Ministry of
Healthquality control
standards helps
improve food safety
and hygiene. We
involve local vendors
along with nutritional
experts to develop
healthy yet culturally
accepted products.
- Reduced Cost
A share strategy
from centralized
kitchen to retail stores
help local vendors
trim cost significantly.
Electronic Data
Unlocking market.
Exchange provides
- Better Availability
better discount for both
Tapping scalable
food processors and
channels already exist consumers.
in slumsmakes food
- Increased Awareness
available anywhere
Consumers are
and increase
more educated about
distribution to a wider
nutrition, health and
market. It free up
safety. People have
peoples time from
better information
find or prepare foods,
about market access
then these people can
and pricing via retail
use this time to create stores within the
economic value for
neighbor.

Empowering people
Women empowerment
Our participatory approach
involves local women who
were once street vendors
in food preparation. We
encourage women to step
up to help themselves and
their communities. It not
only create a new source
of income but also give
people opportunities they
didnt have before.

MILESTONES
February 2012 Regina Coffee
Ngoc & Hang met Nguyen Lam Vien, CEO of Vinamit
which is the leading company in mining and processing
agricultural products. The team aspired to build their
own coffee brand Regina Coffee 3in1 100% profit for
community development.
July 2012 SIFE Vietnam National Competition
Ngoc asked SIFE Hoa Sen University to develop a project
to help street food vendors who were going to lose
livelihoods due to new regulations.
August 2012 Cuon Delight
Project Cuon Delight was founded to standardize street
foods as well as to improve income of street vendors.
After searching qualified suppliers for months, the team
engaged 2 local vendors to develop standard products.The
team started selling and promoting the products at local
trade fairs serving 100-150 pax per day. Both sales and
profits were good. Ha joined the team to develop Electronic
Data Exchange using mobile to connect suppliers,
processers and customers.
March 2013 Hult Prize Shanghai Regional 2013
The team was selected to be sole representative of
Vietnam competing in Hult Prize Shanghai Regional
Final. That made highlight on more than 30 online & print
newspapers. The team received massive support from
1,600 youngsters following their project in one month.The
team was awarded the runner-up in Shanghai and earned
enthusiasm from judges.
July 2013 World Street Food Congress
The team met Ngo Thi Bich Thuy whose grilled banana
was featured as best-seller at World Street Food Congress
2013. Thuy herself has been a street food vendor in Ho
Chi Minh City for 20 years. She is our partner from the
beginning of prototyping the first centralized kitchen.
September 2013 1st retail counter
December 2013 2ndretail counter
March 2014 3rd, 4th, 5th retail counter
May 2014 Centralized kitchen
June 2014 Upgrade 2 counters into stores
August 2014 Upgrade 3 counters into stores

CONTACT US
Huynh Ho Bao Ngoc
Business Development
ngoc@cuon.vn
(+84) 904-804-042
Vo Thuy Hang
Finance & Risk Management
hang@cuon.vn
(+84) 126-527-6496
Giang Hai Ha
Technology & Innovation
ha@cuon.vn
(+1) 256-299 3777