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%
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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.
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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
10
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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