#Some thoughts? Why does the old uncle only cook "uncle" and not "mother"? Why did Wallace's popular "fried chicken burger" need to be renamed "whole chicken burger"? Are these two cases that Hua and Hua are really messing around with?

In the past year or two, many people inside and outside the catering industry have been scolding Hua & Hua for being a big liar, making such an ugly logo for an old uncle, and even boiling him in a bowl. , and changed Wallace's good "fried chicken burger" king into a "whole chicken burger" that even customers couldn't understand. Promoting dazzling theoretical sources such as "Three Guidelines and Eight Eyes" and "Super Symbols" to the outside world is actually doing business similar to fortune telling for enterprises - after consulting, life and death are determined.

However, as a person in the catering industry, although I don’t feel that Xibei’s today’s achievements have much to do with Hua and Hua, but for the two projects of Lao Niangjiu and Wallace, I still have to give Hua and Hua Zheng have the same name.

1.

Let’s talk about Lao Niangjiu first. Let’s not talk about how ugly it is to put uncle in a bowl. It is indeed ugly, but we have to consider what the brand Lao Niangjiu is for. of? It's for making rice snacks. If you can think about this logo from the perspective of category needs, you will be infinitely superior to those who criticize this logo from an aesthetic perspective.

Does fast food logos need aesthetics? Nonono, no one has to think about whether it’s a good idea to treat guests here while eating fast food. What fast food requires is that customers can accurately receive two pieces of information from a long distance: 1. Who am I? 2. What do I do? As long as these two items are met, a logo will be successful. Let’s talk about it one by one

1. Solve the problem of “who am I”.

The area of ????the logo is limited. If three characters are squeezed into the same area, customers may be able to see it clearly within 100 meters. But what if only one character is placed in the same area? Is the effective transmission distance at least 200 meters? Those of us who have studied mathematics all know that if the radius is doubled, the coverage area can be increased three times, so the three characters of the old uncle's logo become one character, and the effective coverage area is tripled. Is there anything wrong with it?

Continue, everyone has no objection to changing three words into one word, so why did you just throw uncle into the bowl? We have to look at industry competition for this. Although Hua and Hua have always been enthusiastic about the "staring at girls theory" (that is, when doing business, ignore the opponents and focus on the target customers), when it comes to the choice of the word "uncle", Hua and Hua want to admit that they have not studied their opponents. No more. First of all, the word "Lao" already has another leader in this industry, "Laoxiang Chicken", and the word "Niang" in this industry has "Auntie Dumplings". These are competitors whose unit price and target group are highly overlapped with Lao Niangjiu, so The old uncle wanted a unique and identifiable word, and it must be "uncle".

Uncle, I’m sorry for your nephew. It’s not easy to throw others into a bowl.

2. Solve the problem of "what do I do?"

Lao Niangjiu’s logo used to be just three words, with no graphics. We can take a look at the picture at the bottom of this article, and we will find that the trademark is called "Lao Niangjiu", which makes everything. How can I let everyone identify me as the old uncle who makes fast food? Write "Rice Fast Food" in small letters next to it? Nonono, this is very tacky and cheap. Once the number of words increases, it must be narrowed down. Mr. Hua’s three-fold spread of communication has been harmed by you again.

The best way is to use a simple graphic to let everyone recognize that I cook in one second. Is there a more appropriate graphic than a large bowl? So putting uncle in a bowl is the "least bad" solution.

2. Let’s talk about Wallace again

Why the name was changed to “Whole Chicken Burger” is probably not understandable to laymen. I believe that Hua & Hua made this decision after conducting thorough research. We can study this matter from two aspects: "Wallace's development stage" and "market changes in the industry".

1. The development stage of Wallace

Wallace originated from a small store in Fuzhou and now has more than 15,000 branches. It is the real overlord of the fried chicken and burger category. It can be said that when it comes to fried chicken burgers, besides KFC and McDonald's, people can only think of Wallace.

However, the market positioning of Wallace and McCann has diverged, and there is no competition. No other brand can compete with Wallace. Therefore, in the field of "fried chicken burgers", Wallace No need to compete with anyone anymore.

So now the new development needs have changed from "consolidating positions" to "expanding borders." As for where the new frontier is, two conditions need to be met: 1. Existing resources can cover it? 2. Existing users already know it. Let's continue looking down.

2. Market changes in the industry

laymen don’t know this, but students who work in catering must know that fried chicken burgers are a huge category, but sales have increased in recent years. The fastest is indeed the "fried whole chicken". In this area, there are many small brands (such as Fried Chicken) whose fried whole chicken is almost the mainstay of the whole store's profit, which shows that the market for fried whole chicken is booming. This is the "new frontier" that Wallace's existing resources can cover and users are already aware of.

However, KFC and McDonald's do not have fried whole chicken products. It is understandable that international giants are slow in market response and decision-making. However, Wallace has actually launched "fried whole chicken" products for a long time, but Since people are accustomed to comparing Wallace to KFC and McDonald's, most customers who want to eat fried whole chicken will not think of going to Wallace.

If you want to quickly let everyone know that you are going to do something, the best way is to write it in your name. The biggest benefit of Wallace's brand improvement this time is that it has achieved cost-free "sustained full coverage marketing bombing" on the new frontier of "fried whole chicken", and combined with China's invincible supply chain advantages, it has achieved nationwide Market harvesting of the "fried whole chicken" category.

The two cases of Hua and Hua do not have any profound principles. We can use daily logic to draw solid and reliable conclusions. It just requires a few more detours in the brain.

Someone asked again, why are such simple principles related to so many theoretical systems, international classics and even Chinese ancient books to be packaged in such a confusing way that even ghosts can’t see them? Do you understand? Nonsense, explain it in plain English so that everyone can understand it. Where can I go to a consulting company to eat?

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I am Yan Han who is working hard to make money in the catering industry. Welcome?v 13286294? to communicate more