Project Book ZoUP! CAMpAIGn
Note From The Author
...FoR MY FAmILY... NoW I HAVE SoMeTHInG ElSe To sHOW FoR AFtEr ALl Of THeSe YEArS Of sCHoOlINg!
Table of Contents • CHAPtEr 1: ReSeArCH 1 • CHAPtEr 2: CReATIVe DEVeLoPmEnT 2 – ReSeArCH PApEr 1.1 – – – – –
COmMUnICATIoNs AUDIT COmPeTItIVE AUDIT SWoT CReATIVe BrIEf DEmOgRApHICS
• CHAPtEr 3: StYLe GUIDe 3 – – – – –
COloR PAlEtTe TYpOgRApHY IMAgErY TeXtUReS LoGo gUIDElINeS
3.1 3.1 3.2 3.2 3.3
1.3 1.5 1.7 1.9 1.11
– – – –
COmPeTItIVE SUrVeY DEsIGn ReSeArCH MoODboARD LoGo DEVeLoPmEnT
• CHAPtEr 4: FInAL DEsIGnS – FACeBoOK – TWItTEr – SmARt DEVICe APpLICAtIOn – EmAILs – MAIlINgS – TeLeVISIoN
2.1 2.3 2.5 2.7
Chapter 1
Research
Research ABsTrACt The success of a restaurant is dependent on the customers. If your food establishment has no clientele, the business will not succeed. Customer loyalty is important. What can restaurants offer to maintain current customers coming and gain new clientele? This paper examines Zoup! fresh soup company and their current rewards program for catering clientele and the benefit of implementing a non-catering customer rewards program. The campaign is a means of proving that it is more than just a soup store and that it has more to offer than just a local restaurant. Evidence from other fast-casual and fast-food restaurants has shown that a customer rewards program can increase customer loyalty to that particular establishment. Zoup! is an example of a fast-casual restaurant offering a connection between fast-food and casual dining. Fast-casual is a concept that has existed since the early to mid 1990s, but has only become mainstream in the 2010s. Zoup! offers delicious soups, salads, and sandwiches in an upscale environment at a reasonable price. Currently Zoup! has a rewards program for clients that order through catering, where points are accumulated by every dollar spent and can be tracked online on their website. When a certain amount is collected, a reward becomes available. To stay afloat in today’s economy and fast-paced society Zoup! needs to continuously evolve through their website and social media, but also continuing to introduce new flavors of soup and maintaining more soups on the daily menu. Panera and Wendy’s have a customer reward program, which have shown increased customer loyalty.
INtRoDUCTIoN AnD KEY FInDINgS Zoup! is a fast-casual restaurant, which means they do not provide a full table service, but offers a more upscale atmosphere and complex madeto-order dishes. The term fast-casual is a fairly new term used to describe the concept between fast food and casual dining with the following characteristics: limited-service or self-service format, an average meal price between $7-$11, foods that are made-to-order and more complex in flavor than a typical fast-food restaurant, a more upscale décor, and most often do not have a drive-thru window. The concept became popular in the early to mid 1990s and more mainstream not in the 2010s (FastCasual.com, 2006; Franchise Direct, 2003).
1.1
Paper KEY FInDINgS The goal of this campaign for Zoup! is to maintain its current non-catering clientele. Zoup! consistently receives accolades from local and national media and organizations including: #9 of Top 100 Movers & Shakers by Fast Casual Magazine, INC magazine, HOUR Detroit Magazine’s “Best Soup” and Nation’s Restaurant News “Hot Concepts!”. These awards and honors should be featured more on their website because these are commendable achievements that make Zoup! a great company that is one of a kind. Their online influence also extends to social media sites and links to their company’s profiles on Facebook and Twi=er allowing their followers to learn more about Zoup!, what they have to offer, and new items on the menu. The popularity of social media sites can increase the company’s clientele by creaEng more exposure and adverEsing for Zoup!’s fresh soup and other foods. AdverEsements for the customer rewards program on these social media sites create more exposure to consumers to Zoup! The target audience for Zoup!’s rewards program would be individuals around the ages of 18-‐34 because this age group is more likely to parEcipate in customer loyalty programs, social media sites, and are more educated on eaEng healthy foods (Franchise Direct, 2003; Pienta, 2003; Rowe, 2009). Zoup! is a fast-‐casual restaurant and as a fast-‐casual dining establishment it has the reputaEon for being healthier than fast-‐food without burning a hole in your pocket. Customers perceive it as healthier and therefore find it a be=er opEon for lunch or dinner for one or the whole family. The fast-‐casual seUng creates lower costs for everyone (FastCasual.com. 2006). Individuals in this target audience tend to be more health conscious and should favor eaEng at a place like Zoup! compared to McDonalds, Burger King, or Wendy’s. As more people become educated on eaEng healthy foods, the rise in customers to Zoup! will increase. Zoup! offers fresh soups, salads, and sandwiches of high quality to customers at inexpensive prices. Zoup! emphasizes their high quality ingredients and fresh soup. Images of their freshly made soups, salads, and sandwiches should be featured (istockphoto, 2013). People eat with their eyes first. CreaEng appeEzing menus, posters, and other pictures of the food at Zoup! will appeal to individuals taste and cravings. These images should also be displayed in the establishment in a classy way to enhance the atmosphere of the dining area. Health-‐conscious items have a larger-‐than-‐normal porEon of the menu in order to emphasize the healthier food opEons (Pienta, 2004; Smith, 2010). Specials for the holidays, such as Lent where individuals eat less red meat for a certain amount of Eme, or seasonal offerings that feature vegetables and ingredients that are in season, are items that should be featured on the menu to try.
ReSoUrCEs FastCasual.com. (2006, May 29). Knowing Your Customer. FastCasual.com. Retrieved February 21, 2013 from http://www.fastcasual.com/article/108114/Knowing-your-customer Beckett, Cheryl. (2007, December 4). Research Lit: Design Research Made Easy (If Not Accurate. AIGA. Retrieved February 21, 2013 from http://www.aiga.org/research-lite-design-research-made-easy/ Color Matters. (1995). Color & the Body. Retrieved from http://colormatters.com/color-and-the-body Color Matters. (1995). Color & Vision. Retrieved from http://colormatters.com/color-and-vision Franchise Direct. (2003). Fast Casual Restaurant Franchise Study. Retrieved from http://www.franchisedirect.com/foodfranchises/fastcasualrestaurantfranchisestudy/14/260 Panera. (2013). MyPanera. Panera. Retrieved February 21, 2013 from http://mypanera.panerabread.com/?ref=pbhometop Pienta, Gretchen. (2003, May/ June). Catering to Consumers. CCIM Institute. Retrieved February 21, 2013 from http://www.ccim.com/cire-magazine/articles/catering-consumers Rowe, Megan. (2009, May 1). Why Fast Casual Kicks Butt. Restaurant Hospitality. Retrieved February 21, 2013 from http://restaurant-hospitality.com/features/why-fast-casual-0409 Smith, Daniel. (2010, September). Assault on Casual. QSR. Retrieved February 21, 2013 from http://www.qsrmagazine.com/competition/assault-casual iStockphoto. (2013). Search Results. Retrieved from http://www.istockphoto.com/search/text/soup/source/basic#141ccf2b Ludwick, Caleb. (2006, February 22). Go To The Customers of Your Customer. AIGA. Retrieved February 21, 2013 from http://www.aiga.org/go-to-the-customers-of-your-customer/ Wendy’s. (2013). Our Menu. Wendy’s International Inc. Retrieved February 21, 2013 from http://www.wendys.com/food/Frosty.jsp Zoup! (2013). About Zoup! Retrieved from http://www.zoup.com/AboutUs.aspx Zoup! (2013). Our History. Retrieved from http://www.zoupfranchise.com/about-us/our-history.html
1.2
Communication
1.3 Â
Audi t
1.4
Competitive LoGo’S BY COloR
In my search to find as many fast food chain logo’s I came across a few black and white one’s with a slight hint of color. Once I put a PDF file together of all the logo’s by color like our example, my eyes kept being drawn to that portion of the document, more so than any other logo’s. Airey states, “Notice how most of the design is created in black and white, with just enough color added to call attention to the clever transformation of letters into speech marks. This is a classic example of how text does not have to be lifeless,” in regards to a logotype example he refers to in his book (2010). Although this quote refers more to logotype, I thought it was fitting in regards to the logotype and logomark combinations that I found that are primarily black and white. I believe this is fitting due to how I reacted to the competitor logo’s I found. I think the reason I was more drawn to these logos is due to the fact of the pop of color. 1.5
Audi t LoGo’S BY TYpE I think these are some of the most effective logos. I feel like they are simple enough, but provide the consumer with some extra information about the company. It’s like visually telling a story; one needs to give one’s audience enough information to keep the story moving along without “telling.” I consider these combination’s to be as such, so I do not agree with Airey’s comment. He explains, “Sometimes your client just needs a professional logotype to identify its business. Use of a symbol can be an unnecessary addition” (2010). I think it’s just another way to add to the company, which makes things more easily recognizable. I do not believe use of symbol is unnecessary, if used properly. I believe this based on these icon and logo apps that are games I play on my iPhone. I can see a logo and immediately know what company it belongs to, even if it is a logotype and logomark combination. True, not all companies need one, but I think he comment is a bit too vague. There was only one logomark that I came across in regards to Zoup! competitor’s. Wendy’s was the only one. They’ve recently changed their logo from their name with Wendy to just the face of Wendy. I find that rather interesting, seeing as I thought I would’ve seen more logomark’s than logotype and logomark combination’s. I think there really are no logomarks, because they are rather hard to design. According to Airey, “No amount of fancy gradients or color choices will rescue a poorly designed mark” (2010). Although Wendy’s uses red, black, white and light blue, I think it’s effective because there’s a face put to the name. I’m one of those people who can remember faces, but not names. Why are there so little logomark’s? After looking for logotype quotes, I found one that really stuck out at me. Airey states, “If the company is entertaining ideas about future expansion into other markets, it might be better to opt for a distinctive logotype, because an identifying mark or symbol might prove restrictive” (2010). I only found a few competitor logo’s that were strictly a logotype. I wonder if Airey’s statement is why those companies chose to use a logotype instead of a logomark or a combination of both? What are everyone’s thoughts? Personally, I wasn’t as drawn to these companies as Airey suggests one might be.
1.6
SWOT Strengths Farmer’s Market Picture Choose to show how Zoup! uses local farmer’s and their produce. Also shows how the food is always fresh. Money crossed out Picture Shows how Zoup! is low cost. Person Running Picture Helps to prove how fast-paced Zoup! is.
Opportunities Healthy Living Picture Represents promoting Zoup! as a healthy dining out food choice. Family Picture Stands for a family-oriented company. Social Media Bandwagon Represents the need to expand throughout social media. Trust / Loyalty / Growth Graph Picture Shows how the company can improve it’s customer loyalty. Limited Picture Stands for the need to increase daily soup varieties. Contract Picture Stands for creating partnerships rather than franchises to increase company growth.
Weaknesses Number’s Picture This connects to having many franchise locations and few corporate locations. Skyscraper’s Picture Represents corporations, and the need for more corporate locations. Burger Crossed-Out Picture This was chosen to show how fast-food is seen as unclean or bad. Since Zoup! is considered to be fast-food, this could be why more people are unaware or uncertain of eating here. Loyalty / Growth Graph Picture Shows that Customer Loyalty and Corporate Growth continue to increase, but not as they should. Change Ahead Sign Picture Represents the need for change to maintain customer’s. Threats Noodles & Company Logo One of Zoup!’s competitor’s. Panera Bread Logo Another of Zoup!’s competitor’s. Tug-of-War Picture Represents competition. Multiple Soups Picture Stands for having too many varieties of soups as a bad thing. Economy Picture Represents the still unstable state of the economy. One day it appears things are on the up and up, and another day it seems it has regressed backwards. Franchise Cube Picture Stands for having too many franchises and not enough corporate locations.
1.7
Analysis Summary The colors I chose for these photo’s represent a number of things. All the different shades of green, orange’s, brown’s, and red’s stand for healthy and earthy (for the farmer’s / farmer’s markets). The yellow’s stand for the happy and fun environment that is put forth by Zoup!. The blue’s stand for opportunity.
1.8
Creative PoSItIOnINg StATeMeNt Zoup! appears to be on another level compared to it’s competitor’s, Panera Bread and Noodles & Company. It’s somewhere where consumer’s go if they strictly want soup. Panera Bread and Noodles & Company appear to be the places to go if you want to eat a treat or something other than soup. It is a fast food restaurant that is actually fast and healthy.
ObJECtIVe To increase customer loyalty.
BIg GoAL (BHAg) To be the best soup producer and seller in the world.
UNIQUe SeLlINg PrOpoSItIOn (USp) To be the best high-quality, low-cost, healthy soup producer and seller in the world.
CALl To ACtIOn To get people into Zoup! and keep them coming back for more.
1.9
Brief KEY FeATUrEs AND BenEfITs Fast service: Allows for easy in and easy out food service. Online Ordering / Catering: Allows for even faster service and more convenience.
KEY TeNetS Family Variety Healthy
TArGet CLUbS AND TrIBeS Healthy High-quality Fast-food What do they do? Maintain and promote high-quality, healthy fast-food. Panera Bread Noodles and Company Planet Fitness LA Fitness All music genres, primarily Pop, Hip-Hop, R&B, Mainstream, and Country Target Walmart Meijer Whole Foods Essence Family-like atmosphere and good homecooking maintains loyalty. Inspiration Cheap but high-quality fast-food.
1.10
Demo TArGet AUDIEnCe Middle and Upper Class 16 years – 70 + years Families 2+ Persons household Married and unmarried $15,000+ Income Any education level
1.11
graphics
PeRsOnAS
1.12
Chapter 2
Creative development
Competitive
2.1 Â
survey
2.2 Â
Design PAnErA BreAD Panera Bread “Make Today Better” Campaign: Achievement: The advertisement strives to serve the freshest and in-season items to its customers. This ad shares this goal and achievement. Exhibition/Stimulation: This ad also caught my attention right from the start, because I could tell it had something to say. It certainly describes the company’s goal and aspirations, but also wants to provide options for its clientele. Novelty: This advertisement also provides insight into wanting to enable customers to try new things, rather than always have the same thing over and over again. Each time I go to Panera I usually get something different, except in the wintertime. I tend to stay with Broccoli Cheddar soup, but otherwise, the rest of the year I try sandwiches and salads. Compare that to when I go to a Coney Island. I only get Fish and Chips with a side of Chili for fries
2.3
Research NoODlEs & COmPAnY Noodles and Company “Be Balanced” Campaign: Exhibition/Stimulation: The advertisement definitely catches attention. It was one of the first images that caught my eye, because of the colors and shapes. It was different. Recognition/Nurturance: This ad also helps to prove that it cares about health and that it is highly thought of by others. It makes a powerful statement about healthy living and today’s fast-paced world. Novelty: This ad is the definition of needing to change one’s routine. Having an energy bar (or breakfast bar) and a latte (or coffee) for breakfast is definitely what this fast-paced world has defined as breakfast, but that’s not what it should be. Just because society has become so quick does not mean that people should sacrifice their health and well-being. Noodles and Company is attempting to show that you can still eat great while being on the go. 2.4
Mood DRAfTs MoDErN AnD HIP
HEAlTHY AND FrEsH
COmFoRt AND CHIC
2.5
Board FInAL MoDErN AnD HIP
2.6
Logo SKeTCHeS / DRAfTs
2.7
Development FInAL
2.8 Â
Chapter 3
Style Guide
COloR PAlEtTe Orange = Seems to be one of the best attention grabber colors of today. I know when I see this color I automatically think warm climate and fun. I associate this with something new and exciting, and I would hope others would too. I would like to incorporate this into the logo of the project, but also in the interior design portion of the business. Yellow = Automatically makes me happy and think of the sun, as well as warmth. It is inviting, but a bold and powerful color that is also attention getting. It’s what I would use as an accent color in the interior design of the business. Light red = I suppose this could be considered to be closer to almost a pink shade, but I want this to be part of the interior design of the business and logo as well. I think it will really convey the passion and sensitivity to the brand and audience. Aqua = I chose this mainly because it is one of my favorite colors, and it’s not something I see every day. Trying to stick with the culture is also why I chose this color, because it stands for healing and protection. The culture is about Zen-like qualities, so I still want to tie this into the company, but I wanted to do it in a different way since the “normal" way is continuously repeated. I would use this in the interior design and logo as well. Lime green = This is another of my favorite colors, because it reminds me of Florida for some reason (I just love the state and Walt Disney World). Anyway, I chose this shade of green, because I feel like green has been used too frequently for this culture and today’s society since everyone is talking about being “green" all the time now. This would probably be used as an accent color in the interior design, but I would definitely use it for the logo. I think this color works best because it conveys how I would like the company to be seen: full of possibilities and prosperity. To add, I chose most of these fonts based on what I felt when I saw the fonts. I went with my gut, because it’s usually right. According to Bonneville, “Many times, a typeface just strikes you for some reason as appropriate. Your right brain knows it but your left brain can’t understand why" (March 24, 2011). I guess I usually do this when I’m just playing on the computer and creating scrapbooks, greeting cards or invitations really. If I see a font that seems to work well with the event, then I typically use it. I don’t usually use fonts that I don’t feel as though they convey the message I want to convey.
Design TYpOgRApHY Modern No. 20 This font was chosen since it is modern and fits with the Modern/Hip theme of the campaign. I chose this font because of the same reasons I chose “Neutra Text." I may not use this, however, because I feel this has been used too many times in today’s society. I like it, because it is another take on “Times" or “Times New Roman." I just feel like it is too casually used these days. Vaguely Fatal This was chosen since it was fresh and something that I have never seen before. I want to use something different that will easily be recognized as “that" brand, such as “Sharpie." To me this font is like a modern twist on the Zen culture. It appears relaxing to me. I feel that it is pleasing to the eye. Neutra Display – Drafting I chose this text based on looking over the “Fonts Used" link from our reading. I searched for modern fonts already in use, and this was one of them that really caught my eye. The other was “Modern No. 20." I like this because it is clean, bold, and easy to read. Sample taglines – Healthy and Fast Comfort Soups!
More soup varieties than never before! No nEeD To WAIt FoR COmFoRt fOoD ANYmOrE!
3.1
Standards T e X t U R e S
Centerpieces: I chose this because this portrays the “hip" and “modern" feel the client is looking for. I would not mind utilizing the flowers in the vases, because the color works well with the trendy notion of this project, but I would rather see colorful flowers such as roses. I think using flowers would help to evoke a feeling of warmth, security, and balance. According to whatsyoursign.com, “Some helpful key words pertaining to symbolic rose meaning: … balance… passion… devotion…" (2005-2011). The rose would help to portray my ideas for the company of passion and devotion, as well as balance, to still somewhat connect to its culture but also convey what the company is today and that it is here to stay.
The images below were chosen to help maintain the beliefs and values the company is about. All images correlate to the start of the company, and what Zoup! is really all about. Family, healthy and fresh must always be expressed by the company in order to retain the customer base while adding more to the group.
Frames: I chose this image for the design and colors. I think they really work well together, and going based off of my gut again according to Bonneville. The image creates a feel or mood of excitement, fun and youth. The Treehouse article states that color “can affect our moods so we surround ourselves in the colours that have a positive impact on our mood” (September 10, 2009). I suppose that is part of the reason why I chose these colors. I also like the abstractness of the photo. Using recycled picture frames that have been painted and hung on a wall in a fashion to create 3D art, may be a cool and effective way to gain the target audience’s attention. Wood Grain: I chose this as a texture or pattern, and also for the color. The inside of the Zoup! restaurant’s should express cleanliness, brightness and warmth. I was thinking more of a beach theme when I was redesigning Zoup!’s image. I would suggest only using textures and patterns that fit this notion to help maintain that type of atmosphere. There is no date or information of this image, since it was retrieved from my desktop photos.
3.2
I M A g E r Y
Logo DO’S BlACK AND WHITe
The previous logo employed hues of brown and orange, as well as black. IT did not really convey the true essence of the company. This prompted a revamp of the logo. The revamp includes warm, bright, happy colors to express the fun, modern, and family values of the brand. The new logo truly conveys the whole experience and essence that one will encounter at Zoup!. It really engages the beliefs and values of the company, but also enables consumers to enjoy those aspects of the brand.
TrANsPArEnT
COloR
PrEVIoUS DEsIGn
3.3 Â
Guidelines VErTICAl
DOn’Ts SQUIsH No BoRDer
StReTCH
3.4
Chapter 4
Creative development
Jessica MacKay 2013 Full Sail University