Design strategy for Bamboo Garden

DESIGN STRATEGIES FOR BAMBOO GARDEN Bamboo Garden is a Chinese restaurant located at the city center of Lancaster. This project is about to develop a design strategies to enhance Bamboo Garden’s brand awareness and improve its inadequate services. In the first phase of the project, research methodologies including desktop research, site visiting, customer survey and customer journey mapping are applied to identify the current issue of the restaurant.The second phase mainly focuses on the strategic design plan and design concepts.

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RESEARCH AND ANALYSIS

6%

Do you prefer traditional Chinese food or fusion ones

Not sure

Traditional

Please choose the Chinese restaurant that you know from the list below.

Wong's Kitchen

9%

22%

3%

Fortune Star

24

Restaurant Cooking by myself

Takeaway Other

Meal-box from supermaret

Spicy

Salty

9%

Sweet & Sour

142

1

28%

Greasy

Yes

14%

28

Thoughts & Cooments Do you think Bamboo Garden is the best Chinese restaurant in Lancaster?

No

Yes

No

I haven't been to there yet

10%

11% 31%

19%

Other

8%

47%

Have you ever been to Bamboo Garden before

What do you think are typical tastes of Chinese food

Promotion

15

07

Where do you usually dine Chinese food

Passby

27

Golden Dragon

78%

Tripadvisor

28

Bamboo Garden

84%

Where did you get the information of Bamboo Garden WOM

Fusion

34%

Emotional Experience

40% 30%

29% 60%

60%

16% 25%

26%

Do you consider Chinese food as healthy Yes

No

Not sure

Please rate for the listed items below about Bamboo Garden if you have ever been to there. 1-10

What plants remind you of China Lotus

Orchid

Pine

Bamboo

Wintersweet

peony

15% 31%

26%

4% 26%

18%

Food quality

Service

Brand identity

Phase of the Journey

Awareness

Consideration

Arriving

Ordering

Dinning

Purchasing

9

Interior environment

13%

5

Menu Design

11% 50%

What are the key issues that you think Bamboo Garden needs to improve?

Dining environment

Location

19%

M is y F a re go ie od nd pla told Iʼl ce m lg to e t o on ha ha lin ve t B e C am T to hin b sim he k no es oo w ple eb e Ga w fo r m an site od de o re d o . n de f B Th ab sig am C e ou hin Tr n t b ed oo it. es ipa e dv in G re is ad ar st or d qu e au s at n is ra ug e. nt ge ve B in st ry La s a R am nc p H est bo o en au o a st pu ce nr Ga er la a r r .

Iʼd n de lik ts o n e f L is to a th ch nc e o ec as nly k ter o it ou to ne t. wh of Th ic the h an e I h th d loc av ree is at e ea io ne Ch sy n o ve ine to f B r b ss be am ee fo bo n. un o d. Ga rd en Th is ve e go ry ex od sim ter ple ior d an esig Th d n or o o e dia f B bit ut o inte na am dir f d rio ry b ty ate r d . oo an a es G d nd ig ar da th n It de rk e of dis is g n . r is es Ba he lad ta mb s ur o of to an o fe se re e t lo Ga d th r ok de by at s n Ba the a is I lit m re tle im can bo a o re lik ag ha G div e. es rd ar th ly de ers at m n e a . sh ke T ow d ef he w ecis fic se ha io ie rv tt n nt ic he s w du e o dis ith e fB to a he ou th mb s t th e lo e la oo ok ck G in ar g de of n m is Th a n np o ba e ow t d foo bu d er t s se til rv l n ed ee b d yB to a be m I im boo or spe pr G de nt ov ar re m ed de d uc to h . n o m is m o no uc re t h th I an to ma Ie C Ba y n x hin m o pe es bo t st c te e o ron d Fo G g as od ard ly r I en ec if om th m ey e ar nd e m cr y itic frie al nd on

No

DESIGN STRATEGIES FOR BAMBOO GARDEN

Do you like Chinese food?

Yes

3

42%

Food quality

18%

7

Service

Description

4

Cost performance

6

Brand influence

26%

4

02

.254

.5

6.75

9

A consumer survey was conducted by the researcher to undstand the publics general perception and w

The awareness phase features the channels and touchpoints that help people get the initial impression a new service, which determineds whether people will go to further exploration of the new service.

Usually, peopleʼ s decisions on a new service are always affected by the infomation that they collected from the phase of awareness.

The phase of arriving mainly consists of the physical environment of a service. For a restaurant, the physical environment can be the location, the parking area, the transoration the shop sign, the exterior design, etc..

The phase of ordering is a key phase of customers experience in a restaurant. It reflects a restaunrants offerings which is a main part of service concept. Menu is the most significant service touchpoints in this phase. It always affects the moods of customers and determings how much consumers would like to spend in a restaurant.

The phase of dining is about the customersʼ five senses (touch, vision,smell, taste, hearing) which is regarded as the art of the table.

Besides the dishes, the interior design of a restaurant, the tableware, the music, the fragnance are also the key factors related to the five senses.

Generally, the phase purchasing is the ending a customerʼ experience in a restaurant. Customers may always expect discount or gifts at this phase.

The researcher mapped a customer experience journey after interviewing several people who have been to Bamboo Garden previously.It helped the researcher to collect the customers’ feedbacks for the restaurant to define its current issues.

5

RESEARCH AND ANALYSIS Favourable Conditions Bamboo Garden Can Leverage

Internal

External

6

- Bamboo Garden has a certain brand awareness - The restaurant is located at a street with busy traffics.

- Most local people know Bamboo Garden.

- The linkage between bamboo and China are well recognized.

- Healthy and natural cooking methodologies is the trend.

- Consumers requires more interactive dining experience.

Internal

- Inadequequate brand indentity - Menu is not user friendly - Insufficient service - Dining environment makes people unpleasant

External

- The competition with other Chinese restaurants in Lancaster - People have misconception on Chinese food as they may be in lacking of the knowlege of the culture and philosophy of Chinese cuisine

Based on the research outcomes, the researcher developed design strategies to deal with the current issues of Bamboo Garden.

Strategic Intent

The primary choice of Chinese restaurant in Lancaster

Objectives

- Link Chinese food to a identity of health - To provide the authentic dining experience of Chinese food - To enhance the service efficiency of Bamboo Garden

Values

Natural & Healthy

Design Responses

Design Responses

Improve the brand identity of Bamboo Garden

Authentic & Enjoyable Highlight the cultural features and philosophy of China and Chinese cuisine

VI Design

Deliver effective service to customers

E-menu Design

DESIGN CONCEPT The Ideation - Logo DESIGN STRATEGIES FOR BAMBOO GARDEN

Considering the apperance of bamboo, green will be used as the main color of the logo of Bamboo Garden restaurant. The color reminds people of the natural and healthy life, which is the value that Bamboo Garden aims to offer to its customers.

Primary element

1 Secondary elements: Chopsticks, bowl (rice) and plate, the three typical and compulsary tablewares which truely reflects Chinese dining custom.

3

2

7

DESIGN CONCEPT Visual Identities System of Bamboo Garden The final logo is designed with simple lines and flat icons, which aims to reflect the style of light and healthy life. It is composed of the word “Bamboo” and three flat icons that represent chopsticks, rice and plate. Addtionally, the identity of bamboo is also blended in the logo.The designers removed the word “garden” from the logo since the name bamboo is power enough to be linked to China and these icons just remind people that this is the logo of a restaurant.

16 px

4 px 1 px

R=71 G=103 B=24

C=76 M=51 Y=100 K=14

E-Menu Design

Ordering

+

Promotion

+

DESIGN STRATEGIES FOR BAMBOO GARDEN

Key Functions of the E-menu

Education

Ordering: Ordering is the basic the function of E-menu. Compared with the printed menu, the E-menu is a more visualized and way to display all dishes with detailed introductions which helps customers to make their decisions.

Promotion: Customers can use this E-menu to get comprehensive information about Bamboo Garden Education: The E-menu provides customers oppotunities to learn the culture and philosophy of Chinese cuisine by listing all ingredients and the cooking methods on the menu

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E-Menu Design Key components of the E-menu

Main Ingredients

beef, dry red pepper, black pepper, Sichuan pepper, spring onion, sesame

Cooking Method Stir-fried

Calories 1250KJ

Price

£ 8.95

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Main Ingredients

Main Ingredients

beef, red pepper, garlic, kidney bean

beef, pimento, black pepper, spring onion

Cooking Method

Cooking Method

Calories

Calories

Price

Price

Slow stewed 750KJ £ 7.95

Teppanyaki 1200KJ £ 13.95

DESIGN STRATEGIES FOR BAMBOO GARDEN

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