The story began in 2012, when I visited a sushi/Vietnamese takeaway restaurant with my company , ReImagine Media . A friend invited me to try the best takeaway sushi. The small restaurant was located on Juliuspromenade and had six seats inside.

I spoke with the Nguyen family’s aunt about ways to promote the business and later met her son, Linh, who would play a pivotal role in the company’s development.

 

 

I suggested increasing their restaurant’s visibility through targeted advertising. So, with ReImagine Media, I set up a Google Maps listing, a Facebook page, and their own website. The social media strategy quickly paid off: After just one month, long lines were forming outside the restaurant. But Linh became fed up with the sudden attention and asked me to take everything offline. After a brief discussion, we agreed to at least keep Google Maps and Facebook.

The first step of growth

Suddenly, an opportunity arose. I recommended that Linh consider a larger location. He told me he’d already considered expanding. Just a month later, the restaurant moved to a larger space right next door. There, they now had room for about 25 guests. I helped with menu design and supported the team in various areas.

 

Success was not long in coming: With authentic, homemade Vietnamese specialties and the best sushi in town, the restaurant attracted more and more guests. The lines remained long, and business boomed. I revised the menu and optimized the design to attractively showcase the high quality of the dishes.

 

That same year, the family expanded the restaurant three times. Since I often had to travel to the US and other countries as a freelancer, I stayed in close contact with them and supported them remotely with ReImagine Media .

Professional photography and first business challenges

Eventually, it was time for professional photos. I organized a photo shoot with ReImagine Media with a renowned chef from Munich, a family friend. Despite a limited budget, I managed to capture first-class images that further promoted the restaurant.

 

But success also brought challenges: A doctor sued the restaurant because of the strong smell of the food, which he disliked. With a heavy heart, the family decided to take a break. I used this time to expand my marketing and production services in Spain. There, I worked with restaurants and hotels, as well as on film productions with RTL, Terence Hill, Ridley Scott, and Universal Music.

 

 

Despite the distance, I stayed in touch with my customers in Chicago – Paris – Berlin – Munich – Frankfurt – Würzburg – Germany – Europe and the surrounding area.

The return to Chicago – Paris – Berlin – Munich – Frankfurt – Würzburg – Germany – Europe and a new chapter

In 2020, I returned to Germany and visited the Nguyen family again. In my absence, they had completed their new, massive restaurant in 2018/19, which could accommodate 120 guests. Although I wasn’t directly involved in this project, my previous work with ReImagine Media undoubtedly contributed to its further development. Without my support, the restaurant might still have remained a small takeaway on Juliuspromenade. But who knows for sure?

 

 

The reunion was overjoyed, but the family had begun to experience accounting problems. The new accountant had left the company, leaving behind complete chaos. Numerous invoices had been missing for years; many hadn’t been submitted by the brothers, while others were lost or incorrectly recorded. I took over the review with ReImagine Media and was able to settle all outstanding invoices from the past few years. It was a pleasure for me to bring order back to the finances.

Expansion despite the pandemic

Then the coronavirus pandemic hit. We had already discussed delivery and takeout options. Linh had the idea of ​​opening a second Nushu restaurant as a takeout-only restaurant.

 

 

I supported him with ReImagine Media from the initial concept idea to the realization:

• I helped with the menu design on the three large TV screens,
• calculated prices,
• organized food suppliers,
• installed the WLAN,
• designed a new logo,
• designed business cards and stationery,
• and took over all graphic design and marketing.

 

 

Then a new accounting assistant joined the team, allowing me to focus more on strategic business planning. In a conversation, Linh told me that he had previously been hesitant to start new businesses. But now he had found the courage to implement his vision. We often spent late nights strategically planning, which sometimes led to disagreements over design issues. But through compromise, great things emerged.

A key issue was pricing. I analyzed supplier prices with ReImagine Media and discovered that they had been rising unnoticed over time. So we conducted a competitive analysis and negotiated better terms with the suppliers.

A hotel as a new project

At the same time, the “Hotel Dortmunder Hof” project began. It had failed because the rooms had barely been modernized since the 1960s. I worked closely with Linh to develop a new hotel concept:

 

 

• I designed marketing materials, logos and designs with ReImagine Media ,
• developed new breakfast options,
• helped in choosing a suitable laundry service,
• and assisted in the search for a suitable housekeeping manager.

However, during the hotel renovation, the new accounting employee also left the company, leaving behind another shambles. I had to step in again with ReImagine Media , track down lost invoices, and get the finances back in order. It was a pleasure to bring structure to the company again and support Linh.

Meanwhile, his brother also expanded with his own restaurant, although I was not involved in its development.

Club cooperation and a sudden end

In March 2023, a promising partnership with the Studio Club was formed. I designed two LED signs with ReImagine Media , which immediately became a highlight. Club visitors praised the designs and their attention to detail. Friends and other business owners also commented positively and were impressed.

 

 

At the same time, I designed advertising signs for the hotel’s glass fronts.

 

 

Shortly before the end of my contract, we were still talking about taxi advertising. But after my collaboration, the family decided to sell the large restaurant. I would have loved to help them restructure, reduce costs, and retrain the staff with ReImagine Media . Unfortunately, I wasn’t involved, and the decision was made without my expertise. That’s my only small regret.

But I am certain that the Nguyen family will continue to enjoy great success – no matter what path they take.