With the improvement of people's living standards, people pay more attention to the balance of nutrition in diet, and pay more attention to the health and nutrition of diet while paying attention to fashion, freshness, taste and appearance.

In addition to meeting normal physiological needs, people increasingly associate the quality of diet with health, nutrition, environmental protection and green, and pay more attention to the safety, scientificity, economy and enjoyment of diet. Green restaurants, dietotherapy restaurants and coarse-grain wild vegetables are increasingly favored by people.

Tianma ham and chicken chafing dish, which originated in Yunnan, has been widely praised for its "healthy and healthy attributes", which is very suitable for the current consumer's demand for healthy diet.

Zhaoyuan Red Gastrodia Ham Chicken was established on 20 13, based on the community catering market. However, as we all know, the catering industry has maintained a rapid development in the past decade. In the whole development process, some brands have declined and disappeared, and some brands have risen and developed. Consumers' brand awareness is getting stronger and stronger, and the brand awareness of catering people is also awakening.

The importance of branding and chaining of catering enterprises is self-evident. The branding of enterprises is not simply to change the image and door, but to be systematic, directional and planned. Zhao's team has gradually realized that in this era of brand and chain, the once fly restaurant and simple decoration have become a thing of the past, and it is difficult to set off a ripple in the hearts of picky diners.

Door head is the first competitive position to link customers. As can be seen from the above picture, the door of Zhao Yuanhong is not enough to attract customers. We are based on the community catering market, and the door is equivalent to the shelf of the shopping mall, which directly affects the exposure of the restaurant and the choice of customers entering the store. In the same position, some products taste better, while competitors regard the doorway as an important advertising space to attract customers, and then the market is crowded, and some are just a few tables.

Although the brand has become the first choice of Yuxi Tianma ham chicken, it still has no strong brand potential, only to constantly build brand quantity and volume; Secondly, the brand image is seriously inconsistent with the spatial style, which affects consumers' unified cognition of the brand and can't identify the brand, which hinders the development momentum of Zhaoyuanhong's branding and chain.

As we all know, well-known chain catering brands have a unified brand image, a unified space decoration design, and a unified doorway signboard. General Manager Zhao Yuan Hongwu is also aware of this. To take the road of brand and chain, we must find ways to improve the overall image of the restaurant.

The core of brand strategy lies in brand maintenance and communication, and how to keep the brand in the hearts of consumers is the most important link in brand strategy. What we need to let consumers know at this stage is: Who are we? What should we do? Why do you have to choose us?

Our brand name Zhaoyuan Red Zhaotong Tianma Dictyophora Ham Chicken is too complicated to display clearly at the door. In the latest China hot pot picture book, "Zhaotong Tianma Ham Chicken" has appeared as an independent category, so we simplified the brand name and changed it to Zhaoyuan Hongmian Tianma Ham Chicken. The name and category can be fully displayed, which is convenient for consumers to identify and remember.

This corresponds to what we call names, categories and advantages. A good name is the best advertisement of catering brand, which can bring its own traffic and is a valuable intangible asset of catering brand.

The name and category have been determined, so what are our core strengths? The answer is self-evident. Gastrodia elata and dictyophora ham chicken are our core products, and Zhaotong Gastrodia elata is our core product.

According to the ancient Shennong Materia Medica, Gastrodia elata was "regarded as a treasure" by ancient doctors, because it "tonifies qi and nourishes yin, strengthens the body and prolongs life". Li Shizhen recorded in Compendium of Materia Medica that Gastrodia elata "cures wind deficiency, dizziness and headache".

Zhaotong Gastrodia elata is the best of its kind because of its big size, high quality and compact and full appearance. Its effects of calming, strengthening brain and increasing intelligence are especially suitable for mental workers in modern life. Xiaocaoba is known as "a thousand waterfalls Xiaocaoba, a magical wild gastrodia elata", and Zhaoyuanhong is the third generation gastrodia elata cultivated by Zhaotong wild gastrodia elata. When it grows 0 and is polluted by 0, it is stewed with chicken, which has excellent taste and efficacy.

The quality of the product represents the taste and meets the needs of taste buds. The core product gastrodia elata stands for health and nutrition. It is expected to be delicious and beneficial to the body.

Yunnan-has the reputation of "the south of colorful clouds", which is colorful and dazzling, and the sky is high and the clouds are light. People in Yunnan are simple and friendly. "One mountain is divided into four seasons, and ten miles are different from the sky" is a portrayal of Yunnan's "three-dimensional climate" and is known as the "plant kingdom".

Gastrodia elata in Yunnan grows in this land with superior geographical and climatic conditions. Gastrodia elata grows big, plump and full, with high weight and gastrodin content.

So how to help brands build their own visual system?

We extract cockscomb red, ephedra and natural green from the core products of Yunnan Green Pepper Chicken and Zhaotong Gastrodia elata as brand colors, which makes nature, relaxation, simplicity and comfort more direct and intuitive.

Gastrodia elata, Wenshan Sanqi and Xuanwei Old Ham are the main components of Gastrodia elata, which are carefully cooked by more than 20 precious medicinal materials such as American ginseng, jujube and medlar.

We have brought all the advantages of the core product Tianma ham chicken into full play. Yunnan partridge chicken, which is free-range 12 months old, and the third generation gastrodia elata cultivated by Zhaotong wild gastrodia elata have no pollution, and 0 addition is the core credit endorsement of the product known to the public, which enhances the customer's trust and improves the overall consumption experience.

Although gastrodia elata ham chicken hot pot has appeared in the market as a sketch, there is no way to judge the quality of gastrodia elata, hot pot and chicken. Based on the brand's insistence on product quality, we put forward the core slogan of "food tonic has a good prescription, Tianma soup is the best choice", which gives customers a more intuitive reason to spend more money.

There is a good prescription for food tonic, and Tianma decoction is the best choice. Combined with the essence of Yunnan food culture, it fully shows the nourishing effect of the perfect combination of medicine and food homology.

Illustration is a good way to show restaurant brand culture.

In this illustration creation, we combine ingredients with Tianma ham chicken, extract Zhaotong Tianma, green pepper chicken, Xuanwei ham and Dafang Sundong elements, and combine them with full details to create a sincere, reliable and friendly Tianma ham chicken hot pot brand.

With the help of modern illustration art, through visual pictures, it is directly absorbed by everyone, expressing brand personality to consumers, transmitting brand culture and realizing our marketing strategic goals.

Brand image is a kind of connection between brand and consumers through visual carrier, and it is consumers' cognition of brand, so brand image is of great significance to brand itself.

We put the brand image design into practice, and customized the common materials in the store, such as coupons, packaging boxes, disposable tableware bags, kitchen curtains, disposable paper cups and staff clothes, which made the whole restaurant form a unified style. Diners can see these brand elements everywhere, which invisibly deepened their impression of Zhaoyuanhong brand, improved brand awareness, memory and goodwill, and achieved good communication effects.

Turning to space, the total area of this project is 286 square meters, and comfort is a very important part. In order to improve the customer experience, the designer arranged 25 dining tables with a total seating capacity of *** 128.

In terms of space construction, the design style is close to nature, simple and unforgettable. On the whole, it can not only make the environment more elegant, but also arouse people's emotions, make people enjoy this atmosphere more and leave a good impression on guests.

Using the 40-meter advertising display door not only greatly enhances the brand value, but also has a strong recognition, so that consumers can see it no matter how far away, and it also plays an invisible role in stimulating consumption.

Displaying products in the lobby will give consumers a strong sense of trust, enhance the cultural atmosphere of Zhaoyuanhong brand, and thus occupy consumers' minds.

Through the display of dishes to the guests, the distance between the kitchen and the guests is enhanced, the dining environment is more atmospheric, and the guests' appetite for dishes is also greater, thus increasing the income of the restaurant.

Integrating brand culture and visual image into the dining space will make Zhaoyuanhong brand have the brand communication function, help it build a more vivid and three-dimensional space environment, and thus create more alternative consumption scenes for customers.

People often say that only love and food can live up to it, which shows the position of food in people's hearts. Many times, unhappiness can be solved with a delicious meal, and if one meal fails, two meals will be served. Indulge your taste buds in your favorite restaurant, which is a very healing enjoyment.

I am very grateful to General Manager Zhao Yuan Hongwu for his trust and full cooperation with the team. After numerous brainstorming, he used the best display method to empower brand communication.

After the completion of the project upgrade, the turnover of the store has greatly increased, and it is basically in a state of queuing at any time. Mr. Wu is more confident. Now he has given an 800-square-meter flagship store to nature. Let's look forward to the moment when new projects land. I believe Zhaoyuanhong will be more comfortable on the road of branding and chaining in the future.

On the road of brand building, the pursuit of perfection is definitely the right choice. How to maximize the transformation of existing resources is a problem that needs our serious consideration. Being able to achieve "value for money" or even "value for money" is the most ideal effect.

In the future, nature will continue to accompany Zhao Yuanhong to grow up and strive to bring better dining experience to consumers. I look forward to seeing Zhaoyuan Red in the chain layout in Kunming in the near future!