According to the introduction of Zhimei catering design, Chef Fei's Chili fried meat belongs to the spicy northern Hunan cuisine, the old sparrow belongs to the fresh and new Hunan cuisine in Dongting Lake area, the farming is the salty Hengyang local cuisine, and Qiaojiuzhou is positioned as the fresh and spicy Xiangxi cuisine. In the eyes of consumers, Xiangxi has always been a mysterious and beautiful place deep in the mountains, and Xiangxi culture has also become the foothold of Qiao Jiuzhou's brand culture positioning.
Mr. Xie, the founder of "Meet Phoenix" brand, grew up in Xiangxi with beautiful scenery and charming scenery. His childhood memories are crystal clear rivers, small towns near mountains and rivers, hanging towers on river streets, cable car climbing, folk songs duets between Miao and Brother on Tuojiang River, simple and hardworking ethnic minorities and various delicacies in Xiangxi, which will be unforgettable for a long time, and all these will give people beautiful enjoyment when he walks into the mountains. From the mountains to the dining table, Qiao Jiuzhou transported raw materials and natural flavors from the mountains to the big cities.
"Bridge Jiuzhou" focuses on the culture of ethnic minorities in Xiangxi, and the ingredients are also from the mountainous areas of Xiangxi. Therefore, different from the general brand of Hunan cuisine, its own brand features have unique regional and national characteristics, and the founder's nostalgia and nostalgia for Xiangxi culture can be reflected in brand building. Qiaojiuzhou Restaurant can be said to be a small historical museum of Miao and Zhuang culture in western Hunan, with silver ornaments embroidered and dyed, covered bridges with black tiles, Tujia tambourines, diaojiao buildings and pottery logs, which appropriately depict exotic customs thousands of miles away. For the brand map, add a layer of Xiangxi background color. In terms of products, the unique ingredients of Xiangxi cuisine, such as bacon and snail pepper, are displayed in the most conspicuous position in the restaurant, among which lobster sauce and camphor tree pepper-known as Lu in pepper.
Cultural grafting plays a key role in the sustainable growth of catering brands. Exploring cultural matrix is an important part of catering planning. Cultural matrix is a background frame that brands need to rely on when building culture. All brand design elements and brand vocabulary are constructed according to the established model under this framework. There are countless Hunan cuisine brands in China. How many famous brands are there? The more complex the brand structure, the higher the threshold of consumer recognition. On the contrary, simple things are often easy to identify and forget. Therefore, Zhimei's catering design advocates grafting catering brand design on a cultural matrix to build a three-dimensional narrative background for the brand itself, in which elements such as culture, design, products and services are systematically integrated and deeply unified to form a chain, just like a chord, which makes the brand have three advantages: easy to identify, easy to remember and easy to spread.
Similarly, what is Qiao Jiuzhou's cultural matrix? People who know Xiangxi must know Fenghuang Ancient Town, Zhangjiajie and Tuojiang, and meet fenghuang town in the city? This slogan is also borrowed from the popularity of fenghuang town. Consumers from all corners of the country may not have been to Xiangxi, but when it comes to fenghuang town, most people have at least seen the beauty of Phoenix from the media. Fenghuang Ancient Town is a national 5A-level tourist attraction, attracting tourists from all over the country and even abroad every year. The "characteristic town" advocated by China in recent years is precisely to guide people to discover the value of local culture. The winding river has a diaojiao building unique to Xiangxi, and there are talented people such as Shen Congwen. A passage describing Xiangxi in Border Town says, "A passenger who is slightly interested in poetry and painting will not feel bored if he squeezes a boat in this river for 30 days, because there are miracles everywhere, and the boldness and exquisiteness of nature are fascinating." Qiaojiuzhou attracts urban modern people living in the steel forest with the beauty and humanity of Fenghuang ancient city.
In the aspect of dining room space design, in order to restore the village image of Diaojiaolou, the traditional double-slope roof of some storefronts in Qiaojiuzhou, which used to be similar to houses in Diaojiaolou, was changed into corrugated roof "rolling shed", which actually did not conform to the tradition of houses. Looking up at Fenghuang ancient town, there is no such rolling shed roof, because this kind of roof form is unique to ancient official style, and people are not allowed to have this advanced roof practice, which is called trespassing. On the contrary, the Yuelu Academy culture that the old sparrow wants to build echoes this roof frame form. However, in small towns in western Hunan, this image is too official and lacks folk characteristics. One thing is worth affirming. The diaojiao building in western Hunan often has multiple floors. At night, the lights are brightly lit upstairs. This point is that the light box embedded in the back of the wooden lattice window is used on the Ming stall, which makes the diners have the idea of Diaojiaolou in Xiangxi.