集恩新作|王老宽·老卤鲜汤烩面

发布时间：2020-12-31

智通设计

图文模式多图模式

项目名称 /王老宽·老卤鲜汤烩面

项目面积 /800 m²

设计周期 /20 天

餐厅类型 /中餐厅

项目地址 /郑州市惠济区

Project Name /Wang laokuan stewed noodles in Laolu soupsoup

Project Area /800m²

Design Cycle /20 days

Space Type /Chinese Restaurant

Project Address /Huiji District, Zhengzhou City

项目背景 /

建筑为一栋地上五层独栋建筑。店铺位于该建筑一二层；使用面积为795㎡；一层现场板底标高：4090mm，主梁标高：3520mm；二层现场板底标高：3200mm，主梁标高：2620mm。

本案位于河南郑州惠济区，是一个以河南传统特色烩面为主题的中餐厅。河南烩面历史渊源流长，但是规模化程度不高，以老字号多口味品牌为主要表现方式。多数烩面餐厅环境脏乱，给客户的就餐体验较差，消费人群固化无拓新。现阶段，更加注重品牌特色的打造，结合产品品类差异、品牌故事和地域文化等。

This case is located in Huiji District of Zhengzhou, Henan Province, which is a Chinese restaurant with the theme of Henan traditional noodles. Henan stewed noodle has a long history, but its scale is not high. It is mainly represented by time-honored multi taste brands. The environment of most noodle restaurants is messy, the dining experience for customers is poor, and the consumers are solidified without innovation. At present, more attention should be paid to the creation of brand characteristics, combined with product category differences, brand stories and regional culture.

客户诉求 /

客户想打造一个全新的烩面品牌，树立河南烩面新名片，提升河南烩面的知名度，传承河南美食。同时，还要在用餐环境、服务质量、菜品种类上有新的创意，明显区别于目前餐饮市场上主打烩面的中餐厅。客户希望在保留原有客户群体的基础上，能吸引到年轻化的消费群体，培养年轻一代对河南传统美食的情感。

Customers want to create a brand new noodle brand, establish a new business card of Henan noodle, enhance the popularity of Henan noodle and inherit Henan cuisine. At the same time, we should also have new ideas in the dining environment, service quality and dishes, which are obviously different from the Chinese restaurants which mainly focus on stewed noodles in the current catering market. Customers hope that on the basis of retaining the original customer group, they can attract young consumers and cultivate the young generation's emotion for Henan traditional food.

PART

品牌策略