Restaurant Proposal Happy Ventures
Luis Francisco
A research was made in order to understand and contextualize the creation of a restaurant brand.
About the Project
Through 47 interviewed people was possible to get a feeling about their desire and how they feel about eating next to the VFS campus. Analyzing the qualitative data and also what was told during a parallel focus group session while interviewing these people, we could say that the most important about a new place near VFS, and what will make they go there, is price. The most desired place with a healthy essence would be a pasta place. Discounts and/or coupons is a attractive and a great range to spend would be a $5-10.
Quality Innovation Speed Individuality Brand Values
A ordability
Brand Personality Imagining the brand as a person we can see it as not only one particular person, but as a group of people having fun together while cooking their food according to what they particularly want to eat. This way the personality of the brand could be described as:
Happy, Creative, Original, Entertaining.
Brand Philosophy
Sometimes people want to eat something but the place cant provide exactly what they want and they end up having to choose from anything else on the menu. The same way as pasta have many formats, tastes and dishes associated to them, people have di erent personality, desires and preferences. The restaurant philosophy is about completely satisfying the costumers hunger by o ering them the opportunity to customize their dishes at their whim.
Brand Message
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Provide customizable and exclusive food matching the customer desire
Happy Creative Original Entertaining
Quality Innovation Speed Individuality A ordability
Eat exactly what they want
Networking
)HHO JRRG DQG FRPSOHWHO\ VDWLVÓžHG Create new dishes
Socialize with other customers
Every time new options
Pay less for good food
Seasonal Discount Coupons Wide range of di erent pasta and ingredients A really large table Funny & Entertaining A ordable food Environment Share their choices
Brand Pyramid
Noticing that people on the surroundings need a fast, tasteful and a ordable place to go eat, and that they really want a pasta place, there is a lot of opportunities to explore. By making they create their own dishes and enjoy a meal the way they wanted, we make them feel good and happy about themselves creating the opportunity to easily spread the brand among a great number of potential new costumers.
Opportunities
Challenges & recommendations
Brand Values
The main challenge for the restaurant will be to ÓžJXUe out the perfect selection of ingredients for the costumers to choose from. We recommend to do a research on preferences so you can decide the options that will be available. Also would be a great idea to have 3 sizes of bowls to choose from. You should encourage the costumers to share their choices by making them show the recipes they created on the store. Having only one large table on the restaurant, would be nice to people interact with each other and talk about their creations.
FAI - DA - TE Do it yourself in italian.
Brand Name
Interations
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Retro Cool Shapes
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Chosen One
Modern Feel
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ambiance
facade example
business card
emboss
let erhead
sticker
mailer
take-out bag
big bowl small bowl
medium bowl
choices menu
VEGETABLES Avocado Bell Pepper (capsicum) Bitter Melon Caigua Cayenne Pepper Chayote Chili Pepper Cucumber Eggplant (Aubergine) Luffa Malabar Gourd Okra
Olives Pointed Gourd Pumpkin Snake Gourd Sweet Corn Tinda Tomatillo Tomato Winter Melon (ash or white gourd) Winter Squash (Acorn Squash) Zucchini
FAI DA TE
clerk uniform
chef uniform
delivery car
bil board logo with type
bil board logo without type
bil board logo into image
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