GILLMAN BARRACKS
SERVICE DESIGN BRIEF PROPOSAL A RESTUARANT & BAR PITCH
PROPOSAL OUTLINE 01
Insights
02
Statistics &
03
The Concept,
Target Market
Brand Value and Value Proposition (BMC)
04
The Deliverables
05
Mood Boards
06
Personas & Journey map
PROPOSAL Â OUTLINE 07
Competitor Analysis
08
The End
04
INSIGHTS Improvement in dining experience at timbre Collaboration with dining apps like CHOPE! and Eatigo / Quandoo Lots of green spaces at Gillman Opening of NTU CCA attracting more visitors Collaboration with travel apps like GRAB to give discounts Timbre only opens at night on weekdays
THE
ONLY
SCENE. GILLMAN
PULL IT
IS
COULD
FACTOR AÂ NICHE SET
UP
A SHARED INTEREST BRING
IN
TO
GILLMAN
CROWD. A
ARTISTS
PEOPLE
THE VISUAL ARTS
HENCE,
RESTUARANT
BETWEEN
MORE
IS
TO
I
BELIEVE
THAT AND
THE
THAT
INCORPORATES ART
LOVERS
PLACE.
TO
.
ONE OF THE SHARED INTEREST BETWEEN ART LOVERS IS NATURE.Â
food
nature
art
Transportation
facebook insights
Legal Arts and Media
1%
8%
Nurses
15%
JOB TITLE
1%
Education 9%
Social service 7%
Admin 23%
Personal care 13%
Sales 22%
Common Interests in contemporary arts farm to table visual arts terrarium
08
70
*61%
56 42 28
of them are females *39% are males
14 0
Male
Female
*self reported info from their facebook profile
Female (65+) 2%
Female (55-64)
facebook insights
3%
Female (45-54) 10%
Female (25-34) 43%
AGE GROUP
Female (35-44) 25%
Male (65+)
Female (18-24)
2%
17%
Male (55-64) 3%
Male (45-54) 9%
Male (25-34) Male (35-44)
45%
24%
Male (18-24) 17%
Common Interests in contemporary arts farm to table visual arts terrarium
TARGET MARKET (CUSTOMER SEGMENTATION)
Adults (20-40 years) Couples Art & Nature lovers Cafe Enthusiasts
11
THE CONCEPT Fresh Yard Restuarant & Bar Fresh Yard is a restaurant & bar that only offers local fresh produce that is hand-harvested from its yard in a Alfresco garden setting.
BRAND VALUES &VALUE PROPOSITON Fresh Yard prides itself on the quality and freshness of their food, drinks and dessert everyday and the contemporary, calm, soothing, and homey vibes of the outlet. The terrarium is a self sustainable eco system and it will inspire the architecture of the restaurant. Concept of fresh yard mimics the terrarium to depict self sustainability waste food will be made into compost that will be fed back into the soil to grow vegetables.
BRAND OBJECTIVES Fresh Yard has its own yard/garden to grow fresh produce. Foodscaping is a fairly new trend around the globe and urban farming is the future. Collaborates with Edible garden city, local community that promotes growing food in under-utilised space Collaborate with NTU CCA to tap and expand on their organic harvesting workshop Go to spot for art/design/nature lovers to gather A place to host events or weddings
DELIVERABLE TIMELINE 2. BRAND AND SITE DEVELOPMENT Time to create a
visual
The official
identity and collaborate with Edible garden to set up the
advertising and promotion.
farm/yard for the restaurant.
write reviews on Fresh Yard.
Brainstorming ideas to create a new business that will increase the number of visitors to Gillman Barracks. Studying successful businesses who have manage to get people to travel despite the distance
trending in the future.
release after all the
invite trending art and lifestyle influencers to
1. RESEARCH / CONCEPT
and what is
4. OPENING OF FRESH YARD
Email, call and
3. ADVERTISING & PROMOTION Promotion through
advertising campaign in the form of posters, online ad banners, magazine.
moodboard
PERSONA GIGI LOW Name: Gigi Low Age: 29 Occupation: Human Resource at Google  Description: She is currently not attached. During her spare time, she enjoys cafe hopping and enjoys having conversations with people. She prefers to have interactions and loves to network with other designers and artists. She is passionate about the arts and enjoys baking during her free time.Â
GIGI'S JOURNEY MAP
LEVEL OF HAPPINESS LOW TO HIGH
RESEARCH "lovely pictures! great concept!"
DECISION INSTAGRAM BLOG REVIEW POST TRENDING
PURCHASE
"There are clear signages to lead us on the way. " GRAB $3 DISCOUNT TO GILLMAN
Relaxing and soothing vibes in here!
CHOPE APP
CONSUME UNIQUE FOOD TAKEAWAY MENU AVAILABLE
"Wana get my hands on gardening."
REVIEW OUTDOOR GARDEN YARD
FRESH FOOD APPETISING
"see you again!" SATISFIED
HARVESTING WORKSHOP at NTUCCA
OPEN FARM COMMUNITY DIRECT COMPETITOR Unique farm to table dining experience - guests will not only learn to appreciate food from its origins but also get to be closer to nature.
NOSH DIRECT COMPETITOR A quiet dining escape surrounded by lush greenery that serves an array of  international cuisine made with fresh ingredients
FABER BISTRO DIRECT COMPETITOR Tranquil alfresco restaurant that provides a bird's eye view of Sentosa, the harbour and the city skyline.
TIMBRE INDIRECT COMPETITOR Timbre @ Gillman is a live music venue that showcases a roster of home-grown music acts.
HANDLEBAR INDIRECT COMPETITOR Singapore’s one and only biker’s bar @ Gillman.
MASON'S INDIRECT COMPETITOR Masons is a monochromatic restaurant that provides an elegant dining @ Gillman.
THE END
THANK YOU! PRESENTATION BY RACHEL NG