Restaurant organoleptic rebranding

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Restaurant organoleptic rebranding

  1. 1. RESTAURANT ORGANOLEPTIC REBRANDING
  2. 2. 2 Trafix Rebranding Organoleptic Branding *Concept Differentiation (not included here) *Organoleptics as Engagement Touchpoints (not included here)
  3. 3. Objective 3 To Translate Brand/Customer Value Proposition into Service Design & Branded Customer Experiences
  4. 4. 4 Touchpoints Built Environment Social Environment *Products & Services (not included here)
  5. 5. Branding Built Environment 5    Architecture Exteriors Interiors
  6. 6. Branding Social Environment 6  Utilitarian Rituals of Dining   Hedonistic/Epicurea  Opening Hours VFM Speed/Queue Management Regular Volume of Customers Organoleptics  n    Cleanliness Image Presentation of Food     A Stable Market Price
  7. 7. 7 Organoleptic DETERMINANTS Why? Because we humans make judgments by our SENSES.
  8. 8. Organoleptic Branding 8 Positive        Scent Branding [Olfaction] Taste Branding [Gustation] Audio Branding [Auditory] Ocular Branding [Optical/Visual] Ergonomics, Somatics [Body/Skin] Comfy Branding [Homelike] Combo: Audio-VisualOlfactory Negative        Odour Disgusting Noise Busy, Dull, Unattractive Creaky, Unsupportive Hot Colours for Classy Atmosphere Sensually Overwhelming
  9. 9. 9 Achieving Organoleptic Balance PSYCHOLOG Y ECONOMICS Touch Taste Scents SERVICES SYSTEMS PRODUCTS Organoleptic Balance Visuals Sounds TECHNOLOG Y
  10. 10. Organoleptics 10 To Balance     Moods, Ambience Perception Taste Staff Attitudes To Standardize     Atmosphere Décor Menu Customer Responses
  11. 11. Balanced Organoleptics 11 …Increases SERVICE EXPERIENCE by Eliminating SUSPENSE & DRAMA: ‘Anticipation + Anxiety’ No Room for Illusions! A RESTAURANT is not a MAGIC BOX… Reducing Anxiety Taking Customers into your World Increasing Perceptual Reality Increasing Perceptual Service Quality
  12. 12. Restaurant Organoleptic ReBranding 12    New Name Premises Reconfiguration Themed Décor:       Panel all Walls; Organoleptic ‘Ingredients Transparency’ Outlook Brand Select Theme Colour Scheme Select Colour Pallette Ergonomic Furniture Seating Layout Must Convey some Meaning Reduce Criss-Crossing by Relocating Self-Service Display Closer to Kitchen Window     Tables with Signal Buttons to call Waiters Tablets with Menu Infographic Menu Reservations & Pre-order Options on Pinterest, Facebook Private Dining Options [By Reservation Only]:  Curtained/Partitioned Areas     Round Tables: for 2, 4, 6 Tented Private Dining with Portable A/C Blind Post-Dining Evaluation Business Card Collection Point

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