In the last year or two, there are a lot of people inside and outside the catering circle scolded Hua and Hua is a big fool, to the old lady's uncle logo is so ugly, but also the uncle to the bowl to cook, and the good Wallace a "fried chicken burger" king to the customer can not understand the "whole chicken burger". The "burger" is a good one, and the customers can't understand it. External publicity "three outlines and eight eyes", "super symbols" and other dazzling theoretical sources, in fact, in the enterprise with the fortune-telling business is almost the same - after consulting, life and death depends on the fate.
But as a person within the restaurant industry, I don't feel that Xibei's success today has much to do with Hua & Hua, but just on the two projects of Lao Niang's uncle and Wallace's, I still want to give Hua & Hua the right name for once.
One,
First of all,
First of all,
Laoniangjiu, let's not talk about how ugly it is to put the uncle in the bowl, it is indeed ugly, but we have to consider the brand of Laoniangjiu is what to do? It is to do rice fast food. If you can think about this logo from the perspective of the needs of the category, you will be more advanced than those who criticize the logo from an aesthetic point of view, I do not know where to go.
Fast food logo needs is aesthetic sense? nonono, no one eat a meal fast food and also consider here to treat there is no face, fast food needs is the customer from a long way away from the precise reception of two information: 1, who I am? 2, what I do? As long as meet these two, a logo is successful. We speak one by one
1, to solve the problem of "who I am".
Logo area is limited, the same area to squeeze three words, it is possible that customers within 100 meters to see, but the same area only put a word? Is not the effective propagation distance can be at least 200 meters? We have learned math, we all know that the radius increased by a factor of 1, the coverage area can be increased by a factor of 3, so the old lady's uncle logo three words into a word, the effective coverage of the area of 3 times, there is no problem, right?
Continuing, three words into a word we have no opinion, then why the uncle threw the bowl? This we have to look at the industry competition. Although Hua and Hua has been enthusiastic about the "stare at the girl theory" (that is, to do business do not care about rivals to focus on the target customer), but in this "uncle" word choice, Hua and Hua want to not admit that they did not study the rivalry also can not. First of all, the word "Lao" in this industry has another leader "Laoxiang Chicken", "Niang" in this industry has "Damiang Dumplings", these are all customer-oriented. "These are competitors with high overlap in terms of unit price and target group, so Lao Niang-liu wants to have a unique, exclusive and recognizable word, and it's not "舅".
Uncle, nephew sorry you, throw others in the bowl is not good ah.
2. Solve the problem of "what I do".
Previously, the logo of the old lady's uncle was three words, no graphics. We can look at the bottom of this article with the picture, we will find the trademark called "Lao Niang-u", do what have, how to let everyone recognize that I am doing fast food that Lao Niang-u it? In the side with small letters written on the "rice fast food"?nonono, this is very earthy and very cheap not to mention that the word becomes more must be narrowed down,hollister france, Hua always hard to expand the three times the spread of the scope of the scourge back again.
The best way to get everyone to recognize me as a cook in a second is to use a simple graphic. Is there a more appropriate graphic other than a big bowl? So putting my uncle in a bowl was the "least bad" solution.
Secondly, I don't think the layman will understand why Wallace & Worth changed its name to "Whole Chicken Burger". I believe that Wah Wah did a thorough research before making this decision. We can look at this issue from two perspectives: "Wallace's stage of development" and "market changes in the industry".
1, the development stage of Wallace
Wallace originated from a small store in Fuzhou, and now it has more than 15,000 outlets, and it is the real dominant in the category of fried chicken burger. It can be said that when it comes to fried chicken burgers, in addition to KFC and McDonald's, people can only think of Wallace for the third time. And Wallace and McCann in the market positioning has been divergent, there is no competition, other brands can not come out with Wallace over the trick, so in the "fried chicken burger" in this field, Wallace does not need to compete with anyone else.
So now the new development needs from "consolidate positions" to "expand the frontier". As for the new frontier where, need to meet two conditions: 1, the existing resources can be covered? 2, the existing users have been recognized. We continue to look down.
2, the industry's market changes
The layman does not know this thing, but do catering students must be clear, fried chicken burger is a huge category, but in recent years the fastest-growing sales is indeed the "deep-fried chicken". This piece, there are many small brands (such as called a fried chicken) of fried chicken is almost the pillar of the whole store profits, indicating that the market for fried chicken is very good. This is the "new frontier" that can be covered by Wallace's existing resources and is already recognized by users.
However, KFC and McDonald's don't have any fried chicken products, and we can understand that the international giants are slow to respond to the market and make decisions, but Wallace's has already been online with its fried chicken products for a very long time, but because people are used to putting Wallace's on the map against KFC and McDonald's, most of the customers who want to eat fried chicken won't think of going to Wallace's. The company's website has been a success for many years, but it is not the only place to find it.
The best way to quickly let everyone know you're doing something is to put it in your name. The biggest benefit of Wallace's brand improvement is that it realizes no-cost "continuous full-coverage marketing bombardment" for the new frontier of "fried chicken", and with the unrivaled supply chain advantage in China, it realizes nationwide coverage of "fried chicken". The "Fried Chicken" category is now being harvested on a national scale.
These two cases of Wah Wah don't have any profound principles, and we can draw solid and reliable conclusions using everyday logic, with just a few more twists and turns of the brain.
Some people ask again, so simple some of the principles, why China and China have to pull on so many theoretical systems, international classics and even Chinese ancient books to package the cloudy and confusing so that the ghosts can not understand it? Nonsense, with the vernacular explained to anyone who understand, consulting firms to eat what to go?
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