Case A

I. Challenges Posed by the Lack of Restaurant Brand Positioning

 

A good brand positioning should be able to answer the following questions:

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1. Who are our customers? – Whom are we selling to?

2. What value do customers care about? – What are we selling?

3. How do we communicate the value they want? – Who are we?
    

Based on these three questions, we can outline the current positioning situation of Wei Yuan Tower Bridge Restaurant:

 

1. The main customer demographic of the restaurant currently consists of Chinese customers in London who enjoy affordable and authentic Sichuan or Northeast cuisine, along with a smaller group of non-Chinese diners interested in the spicy flavor of Chinese cuisine. The restaurant attracts many students due to its affordable prices and variety of dishes, including popular items like "mala hot pot."

2. The restaurant features “authentic spicy flavor” Sichuan cuisine and some Northeast dishes, which are popular mass-market dishes in China, emphasizing cost-effectiveness and value for money, satisfying customers' desire to enjoy a variety of Chinese flavors without overspending.

3. The current positioning of “who we are” is relatively vague; the restaurant is not strictly Sichuan nor solely Northeast cuisine, presenting itself more as a mainstream Chinese restaurant. This ambiguity makes it difficult to create a compelling brand story or emotional connection typically associated with a specialized cuisine restaurant.

The company's operational advantage lies in its prime location, situated not only in a well-developed tourist area but also adjacent to the financial district and Canary Wharf, making it a vital business area in the heart of London. The blend of a business district and tourist attractions provides natural customer resources.

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