First, the overall concept:

In order to cooperate with the slogan "Village Foundation, Your Dietary Expert" put forward by Murakami, the concept series of "Four Seasons Health" fast food was launched. From the perspective of Chinese dietotherapy, according to the climatic and humanistic characteristics of each season, 2-4 sets of special health fast food series are launched every season. The quarterly series is mainly set meals, supplemented by corresponding desserts, soups and snacks. The product is based on the theme of "keeping healthy by virtue, eating healthy". Weaken its fast food form.

Second, the new product target market:

The target market of new products includes two parts. One is the existing market of rural bases, including office workers and students. The other is to attract a group of consumers who have doubts about the nutritional value of fast food through this health care series, including some elderly people and people who demand high quality of life. This is also the reason why TCM emphasizes the health value of this series and weakens its fast food form.

Third, the new product design:

1, Spring: Lunar calendar from beginning of spring to Long Summer.

Product design background:

Spring diet should master a principle: according to the change of temperature, food will gradually change from warm and sweet to light and nourishing yin.

In early spring, the diet should be warm to avoid cold. Warm vegetables and wild vegetables, such as bamboo shoots, Chinese toon, spinach, willow buds, shepherd's purse, onion, ginger, garlic, leek, mustard and so on, are provided in the set meal.

Mid-spring diet should be sweet. Eat yam, red dates, honey, celery and other foods that benefit the spleen and stomach properly, and eat less acidic foods in the name of hurting the spleen and stomach.

2. Summer: The lunar calendar goes from long summer to beginning of autumn.

Product design background:

Summer is the most sunny season and the most vigorous time for human metabolism. People sweat a lot, and it is easy to lose body fluids. In summer, light food should be the main health care to avoid hurting body fluids and consuming gas.

The diet in summer is really light. Summer is hot, and people's digestive function of spleen and stomach is relatively weak. Rural grass-roots units can use heat-clearing and detoxicating foods, such as chrysanthemums, celery, Chinese cabbage, coriander, bitter gourd, bamboo shoots, cucumbers and wax gourd. Fish such as herring, crucian carp, silver carp, etc. These foods can clear away heat and relieve fatigue, and have certain preventive effects on heatstroke and intestinal diseases.

Summer diet should replenish qi. You can choose some foods that nourish yin and invigorate qi, such as carrots, spinach, longan, litchi, peanuts, tomatoes and so on. Summer is full of energy, which easily hurts people's feelings. In this season, we should focus on invigorating qi and nourishing yin, clearing away heat and relieving summer heat, such as melon, watermelon, lotus root and duck meat, and should not eat more warming products.

3. Autumn: The lunar calendar starts from autumn to winter.

Product design background:

In autumn, the yang gradually closes and the yin gradually grows. At this time, the human body should also conform to the laws of the four seasons and enter the opportunity to protect yin. In terms of diet, we should prevent dryness, nourish yin and moisten the lungs.

The diet should be moist in autumn. More products with sweet and cold taste should be selected, such as lily, tremella, yam, pear, grape, water chestnut, glutinous rice, sugarcane, soybean milk, sesame, lotus root, spinach, pig lung, nail fish and olive. These foods have the functions of moistening lung, promoting fluid production, nourishing yin and clearing dryness. Products should contain less pungent taste, such as onion, ginger and pepper.

Diet should be nourishing in autumn. Tonifying in autumn is one of the key points of TCM health care, which lays a good foundation for tonic in winter and avoids the occurrence of depletion in winter. Proper use of Radix Adenophorae, Radix Ophiopogonis, Lily, Almond, Bulbus Fritillariae Cirrhosae and other Chinese herbal medicines has a good effect on relieving autumn dryness.

Autumn should be less pungent and more sour. Eat less spicy products such as onions, ginger, garlic, leeks and peppers in autumn to avoid hurting the lungs; Choose sour foods such as apples, pomegranates, grapes, mangoes, pomelos, lemons and hawthorn to prevent autumn dryness.

4. Winter: the winter solstice in beginning of spring in the lunar calendar.

Product design background:

Winter is the season when all life lurks and hides. At this time, it's cold, and the human blood circulation slows down. () Chinese medicine believes that at this time, cold pathogens are strong, which is easy to hurt the yang of the human body. Therefore, winter health care focuses on nourishing.

Diet should be nourishing in winter. The basic principle of dietary health in winter is to conform to the principle of storing yang in the body, gathering yang and protecting yin. Mutton, shrimp, leeks, longan, fungus, chestnuts, walnuts, turtles and other foods can be properly selected; Eat more potatoes, such as sweet potatoes and potatoes; Vegetables such as Chinese cabbage, cabbage, white radish, soybean sprouts, mung bean sprouts, rape and so on.

Avoid eating cold things in winter. Therefore, we should eat less cold food such as water chestnut, persimmon, raw radish, raw cucumber, watermelon and duck in winter.

The above are the principles of new product design, and the specific dishes should be designed according to the above seasonal and taboo ingredients. Pay special attention to the supply of raw materials and increased costs.

Fourth, the promotion and listing of new products.

Main forms of publicity:

The main form of new product promotion still follows the rural base's new product promotion form, that is, making large posters at the entrance of restaurants and ordering places for promotion.

Other forms:

1. Among other suggestions planned here, we suggest setting up a display board at the door to announce the recent suggestions made by customers and the solutions for rural areas. At the same time, an area can be opened up on this exhibition board to promote new products. At the same time, during the period when new products are just listed every season, you can choose multiple questions related to new products to increase the popularity of new products.

2. Set a small plastic ordering board similar to a coffee shop on each table, on which new products can be properly promoted.

New product release form:

A small number of pilot sales can be carried out first to test the reaction of the market and customers. After establishing a certain customer group to absorb customer suggestions and make improvements, new products can be fully launched.