Food and beverage brand and food and beverage name brand has a fundamental difference, how to successfully build a food and beverage name brand? Characteristic is the most important keywords to build a restaurant brand, because of the characteristics, there is a division of the 8 major cuisines. In addition to building the characteristics of the catering brand in addition to operating the characteristics of the dishes themselves, but also from the naming, environment and layout, service and so on three aspects of the work together. 1, naming a good name will facilitate brand association and dissemination. Generally speaking, the naming of the following three ways: (1) the use of regional or personal names, and combined with their own characteristics into the name; such as Chuan Guo Xieyi, from the name with a strong implication of the cuisine, and there is a certain cultural heritage associations: Szechuan cuisine, the Three Kingdoms, brothers, brotherhood, bold, etc.; leaving aside the name of the "black earth" management and standardization Not to say, the naming of the black land can be said to be successful, can make people easily associated with the Northeast cuisine, let people think of the black mountain and white water between the flavor and the Northeast people's sincerity; as well as like the Liu Shou Chengdu hot pot, mom hot pot, etc., are the use of regional or personal name and characteristics of the naming approach. This naming method, generally to operate a unique characteristics of the cuisine, such as Sichuan, hot pot, northeastern cuisine, Hunan cuisine, etc. has a strong regional flavor, positioned in the middle and low-grade level of public consumption, to private friends party market. (2) situational naming approach; happy days, Fengqiwu, green wave gallery, etc. are used in this naming, using this naming approach is generally operating banquet cuisine, positioning in the medium and high-end business banquet market; (3) other naming, this type of naming has a certain degree of arbitrariness, no rule can be investigated, mostly used in small hotels or eateries. Therefore, from the naming point of view, the restaurant name of the catering industry is generally combined with their own positioning; to create a catering brand, first of all, there should be an easy to recognize and associate with the name, from the "see" to "associate" to From "see" to "associate" to "experience", this process should help the name of a deeper understanding. 2, the environment and layout environment and layout is a good way to accentuate the characteristics of the environment, I think there is no high-grade and low-grade distinction between environmental layout, only suitable or not suitable for their own characteristics of the design and layout, and even cups, bowls, spoons, plates, chopsticks style, color, each need to be carefully designed or selected, be sure to make sure that the diners understand the owner's intentions, and from which the characteristics of the hotel to understand; in the layout of the environment, such as the golden color of McDonald's, the Mao Family Cuisine Restaurant, the golden yellow of the restaurant. In the environmental layout, such as McDonald's golden yellow, Mao family restaurant of red pepper strings, black earth farm scenes, etc., not only can show the characteristics of the restaurant, but also improve the appetite of the diners; and for the banquet type of restaurant environment and layout, in the overall atmosphere to create at the same time should also focus on their own characteristics, for example, you can feature the fusion of each dish into each dish, featured dishes with a featured tableware, so that there is a feeling of complementarity. 3, service In the modern catering industry, service is becoming an important factor affecting business. Japanese food and beverage has a famous "female body sheng" dish, is the dishes will be served in a bath lying in a long tray of naked girls body, as the highest specifications of the feast, the price is amazingly high, in fact, the dishes are still those who usually eat ordinary seafood and sashimi, the most important thing is to enjoy the service, and at the same time, choose to! This dish is actually a sign of respect for the guests. The woman as a tray of high requirements, the body can not have a bad smell, can not look ugly and blemishes to affect the guests' appetite; so that the entire dining process color but not obscene, not only constitutes the characteristics of this dish, but also known as the highest realm of service, the service will be combined with each dish inside. Of course, we are not here to promote this type of service in each restaurant, just want to illustrate the importance of service for food and beverage, such as allusions to each dish, the design of the corresponding service procedures and content, the service staff to carry out the corresponding training, from clothing, language, and even gestures, eyes, smiles, etc., copy, although it can not achieve the immersive feeling, but also to make sure to make the diners great addiction! The food is a culture, food and communication between diners and produce **** Ming, to achieve the highest level of service.