With the improvement of people's living standards, people pay more attention to the balance of nutrition in their diet. While paying attention to fashion, freshness, taste, texture and appearance, they also pay more attention to the health and nutrition of the diet.

In addition to meeting normal physiological needs, people increasingly associate diet quality with health, nutrition, environmental protection, and greenness, and pay more attention to the safety, scientificity, economy, and enjoyment of diet. Green restaurants, therapeutic restaurants, and whole grain

, wild vegetables are becoming more and more popular among people.

Gastrodia ham and chicken hot pot, which originated in Yunnan, has been widely praised for its "healthy and health-preserving attributes" and it is very suitable for current consumers' needs for healthy eating.

Zhaoyuan Red Gastrodia Ham Chicken was established in 2013, based on the community catering market.

But we all know that the catering industry has maintained rapid development in the past decade or so. During the entire development process, some brands have fallen and disappeared, while others have risen and developed.

Consumers' brand awareness is getting stronger and stronger, and catering people's brand awareness is also awakening.

The importance of branding and chaining of catering enterprises is self-evident, and the branding of an enterprise is not simply a matter of changing the image or the door. Branding must be systematic, directed and planned.

conduct.

The Zhaoyuanhong team has also gradually realized that in the current era of branding and chaining, the fly restaurants and simple decorations of the past have become a thing of the past, and it is difficult to create a ripple in the hearts of picky diners.

The door is the first competitive position to connect customers. From the picture above, we can see that Zhaoyuanhong’s door is no longer enough to attract customers.

We are based in the community catering market. The door is equivalent to the shopping mall shelves, which directly affects the restaurant's exposure and the customer's choice to enter the store.

In the same location, some products have better taste, while competitors use the door as an important advertising space to attract customers and make the market crowded, while some only have a few tables here and there.

Although the brand has become the first choice brand of Gastrodia ham and chicken in Yuxi, it still does not have strong enough brand potential. It can only continue to build the brand volume and voice. Secondly, the brand image and space style are seriously inconsistent, which affects consumers' perception of the brand.

Unified cognition makes it impossible to carry out brand identification, which hinders the development momentum of Zhaoyuanhong branding and chain development.

And we all know that well-known chain catering brands have a unified brand image, unified space decoration design, and completely unified door signs. Mr. Wu of Zhaoyuan Hong is also aware of this. If you want to take the road of branding and chaining, you must think

This is a way to uniformly upgrade the overall image of the restaurant.

The core of brand strategy lies in the maintenance and dissemination of the brand. How to put the brand in the hearts of consumers is the most important link in the brand strategy.

What we need to let consumers know at this stage is: Who are we?

What do we do?

Why should you choose us?

Our brand name Zhaoyuan Hong Zhaotong Gastrodia Bamboo Sun Ham Chicken is too complicated and is not clearly displayed on the front door.

In the latest Chinese hot pot illustrated book, "Zhaotong Gastrodia Ham and Chicken" has appeared as an independent category, so we have simplified the brand name and changed it to Zhaoyuan Red Gastrodia Ham and Chicken. The product name and category can be fully displayed, making it easier for consumers to identify and remember.

.

This corresponds to what we call product name, category, and advantages.

A good name is the best advertisement for a catering brand. It can bring its own traffic and is a valuable intangible asset for the catering brand.

The product name and category are determined, so what are our core advantages?

The answer is self-evident. Gastrodia elata, bamboo fungus, ham and chicken are our core products, and Zhaotong Gastrodia elata is the core of our products.

The ancient "Shen Nong's Materia Medica" records: Gastrodia elata "can be taken for a long time to strengthen qi, make the Yin fertile and healthy, lighten the body and prolong life". Li Shizhen recorded in "Compendium of Materia Medica": Gastrodia elata "can cure wind deficiency, dizziness and headache", and was respected by ancient doctors as

"Treasure".