Tiffins restaurant documentation

BRIEFIdentify a suitable eatery to open in and around the

area of Vancouver Film School

Research & Findings

QUESTIONS

How old are you?

Gender?

Favourite type of food?

Decision on what to eat?

Favourite place to eat?

How often do you eat out?

Average amount spent on lunch?

Open late?

Key features?

Type of restaurant?

DEMOGRAPHICS

FOOD PREFERENCE

BUYING HABIT

IMPORTANT TO THE AUDIENCE

4%4%

12%4% 24%

36%16%16-2021-2526-3031-3536-4040-4545+

Age

28%

72%

MaleFemale

Gender

Demographic here shows that the majority of the

students are between the ages of 21 - 30. The

demographics is based on a single department, and

hence cannot be statistically significant. I would

assume based on visual observation the percentage

of males is higher to that of females in Vancouver

Film School. The information suggests that we are

catering to adults.

Favourite type of foodSince this was an open ended question, we

received a variety of answers

JapaneseThai

ItalianSandwiches BurgerSteak

Lasagna Mexican

Pasta

Salad

The winner was Japanese, overwhelming

majority enjoyed Japanese food

Favourite place to eat

Sushi Even though Sushi is not a

place, it goes to show again

how much people enjoy

Japanese cuisine

The analysis here is that the majority of the audience is interested in places that are not

extremely up class, however it should be clean, and the service needs to be quick. The Sushi

places around the school, and Bambo Cafe, as well as the other options chosen, all

represent a class of restaurants that are clean, convenient, and offer very quick service.

The runner up is Bambo

Cafe

Key features of the

ideal restaurant

Amongst other things requested, a 24 Hour restaurant,

or one that is open past midnight, food delivery, and a

spot where wifi is available for free incase the groups

wanted to work at the restaurant.

CRAVING, PRICE & PROXIMITY PLAY AN IMPORTANT ROLE IN

DECIDING WHAT TO EAT

Based on a scale of whats most important to least important, we asked the students what they considered most

when deciding on what to eat. Craving, price, proximity to school, and nutrition. Price was the most important,

followed by craving, then proximity. We can deduce from this that a restaurant that is competitively prices, and

can offer a variety of creative meals, will be a winner

21%

21%42%

17%

Once a week2-3 times4-5Everyday

How often do

you eat out?

0

1.5

3

4.5

6

$5 $6.5 $7 $8 $9 $10 $15

Students

How much do you pay on average?

From here we can deduce that this is going to be a

lucrative business. The majority of students are willing

to pay between $8-$10 for a meal. Also 83% like to eat

out more than once a week.

FINAL ANALYSISJapanese cuisine, or similar, however its due to number of Sushi places in the area

Competitively priced, but will pay more for value

Features such as wifi, free delivery, staying open late

Have a fun active atmosphere, with the focus being clean food, delivered quickly

Brand strategy

Features

Benefits

Rewards

Values

Personality

Indian food, free fruit, loyalty program, bulk buys, open late, cooking lessons,zero waste, social media

Delicious, nutritious, easy of use, convenient, accessible

Brand pyramid

Peace of mind, informed, satisfied, responsible

Passion, Flexibility, & Sustainability

Light hearted, trustworthy, & Conscious

idea

Features

Benefits

Rewards

Values

Personality

Indian food, free fruit, loyalty program, bulk buys, open late, cooking lessons,zero waste, social media

Delicious, nutritious, easy of use, convenient, accessible

Brand pyramid

Peace of mind, informed, satisfied, responsible

Passion, Flexibility, & Sustainability

Light hearted, trustworthy, & Conscious

idea

An Indian eatery, offering take out food,

at affordable prices, while operating a

sustainable business with a smile

Dabbawalas

Inspiration

119 year old tradition

sustainable

lets bring it to Vancouver

Naming and rationale

DESCRIPTIVE SUGGESTIVE METAPHORICAL

ARBITRARYHISTORICALNEOLOGICAL

Brief - Research - Creative concept - Brand & application

The Indian Eatery

Happy Belly

Bollywood Deli

Roti & Naan

Naancycle

Sumana

Khana Khazana

Red Fort Eatery

Spinning Wheel

Tiffins

Roti Central

Masalas

Tinto

Omna

Naming and rationale

DESCRIPTIVE SUGGESTIVE METAPHORICAL

ARBITRARYHISTORICALNEOLOGICAL

Brief - Research - Creative concept - Brand & application

Tiffins

TIFFINS

What is it? Describe the project?

It is an eatery, with the majority of the business being takeout food. We are trying to cater to a target audience that has very little time, looking for a delicious balanced meal, and on a budget.

What is being offered?

The eatery will be offering home-style cooked food, a free piece of fruit, technology support in terms of communicating to its target audience, a loyalty program, as well as an option to pre buy meals in bulk.

What is the point of difference we must communicate?

We are here for you, from 7 am to 11 pm. A cooking lesson with the chef once a week to help students cook simple meals at home.

Who is our target audience?

The target audience are students in the surrounding neighborhood. There are 3 schools and several ESL institutes in the area. The halo effect would be office employees in the area also looking for a meal within a particular budget. Lastly, it would be the passer by that will be intrigued by the line ups outside of our door.

What do we want the consumer / target audience to think and do?

We would like them to feel that they are always getting very good value for their money, and a meal that is healthy and fresh. We want them to also start being more sustainable, and that starts with them bringing in their own food container, or taking out one of our containers.

What should the personality of the communication be? Describe the character, tone and attitude.

Communication will be simple, via facebook. Social media will be used, since our target audience will be spending a majority of their time on the computer, the best way to communicate with them will be via facebook. The tone will be sweet and informal, to reflect the personality of the eatery.

Other important information

The eatery has very little seating, the majority of the space will be taken up by the kitchen, and all the tiffin boxes that need to be stored there. Fresh ingredients will be delivered daily, and there will also be room for a computer station where all the social media will be handled. The competition will always be the restaurants in the area, in terms of variety and prices, however none are open as late.

TIFFINS

CHALLENGES & RECOMMENDATIONS

Surrounding restaurants

Stand out in terms of service and quality of food. Focus on core values, and ensure the brand remains consistent.

Promoting the business

Put coupons in welcome packages for students, and register with student services in the surrounding schools, and advertise on bulletin boards.

Retaining customers

A loyalty program involving a stamp card, a tiffin box/container system, and the ability to buy food in bulk order

Mood boards

Colour Palette

I want the idea to tie back to its origin

The Logo

ti!ns

Tiffins restaurantbranding presentation

Applications

Reusable bottles

Key swipe for members

Outside Menu board

Prepackaged Food

Monday, November 8, 2010

Daily menu

Takeout tiffin boxes and for delivery

Social media for online orders & members

Cooking classes

Food delivery

Monday, November 8, 2010

Stationery

Uniform

SUMMARY

Simple restaurant with a winning concept

Sustainable & innovative

Meets the requirements of the target audience

Serving a niche target market, with the potential of a massive halo effect