BOLD BITES OF BURMA
KEY MESSAGING | Final Version:
– lose the “Bubbles & Bits”
– redesign and implement the “Bo Laksa King” logo
– redesign and print rebranded in-house and takeout menus
– trim down/refine the drinks menu
– design and print rebranded business cards
– do a massive restaurant makeover; inside and out
– increase the size of the restaurant and/or the number of seats the restaurant can house
– redesign and put up rebranded restaurant signage
– design and initiate staff uniforms
– design and implement custom-branded dishes and utensils; money-permitting
– design and launch www.bolaksaking.com
– set up a branded Twitter account
CHARACTERISTICS OF NEW BRAND:
*I bolded the ones I particularly like.
BRAND POSITIONING STATEMENT | Final Version:
Bo Laksa King’s crowning glory is delicious, authentic burmese cuisine and at the heart of the operation is the dedicated Chef Bo Han, an ambitious cook who earnestly seeks to please his patrons. The dishes are lovingly crafted of fresh, high quality ingredients, richly layered with aromatic herbs and spices to produce vibrant, uninhibited flavour profiles to wow and excite the senses. A young mom’n’pop team with modern sensibilities, Bo and his wife, Tiffany, proudly serve the soulful delights with the utmost warmth and welcome, and are committed to ensuring that customers leave fully satisfied, eagerly anticipating their next return to this hidden gem in the Hastings-Sunrise community. Bo Laksa King’s crowning glory is delicious, authentic pan-asian cuisine and at the heart and soul of the operation is the modest Chef Bo Han, a resilient cook driven with pure earnestness to please his patrons. The dishes are strikingly composed of colourful, high quality ingredients, richly layered with a melody of aromatic herbs and spices to produce a vibrant symphony of uninhibited flavour profiles to wow, excite, and tantalize the senses. Laksa King proudly serves the boldly crafted dishes with the utmost warmth and welcoming friendliness, dedicated to ensuring that customers will leave fully satisfied, and eagerly anticipating their next return.
Who: Bo Laksa King’s Bubbles & Bits
What: pan-asian cuisine (burmese, indonesian, malaysian, etc) and bubble tea
2546 E. Hastings St.
Vancouver, BC V5K 1Z3
Neighbourhood – Hastings-Sunrise
Tue-Fri, Sun: 11 am – 3 pm
Tue-Sat: 5:30 pm – 10:30 pm
Sat: 11:30 am – 3 pm
Why yes, I am glad you asked – they do have a Facebook page!
Bo Laksa King first started out with even more humble beginnings than as a hole-in-the-wall on East Hastings Street – in the hidden corner of the Joyce-Way Food Market located in the Joyce-Collingwood neighbourhood, with a small sandwich board outside. Bo’s touching story of how he flees his violence-torn homeland of Myanmar as a young man is well-circulated, but I unfortunately was unable to source the original article that was written by Elaine Wong and printed in The Province. According to Bo Laksa King’s Facebook page, they opened their second location on East Hastings at the end of July 2010, and shortly thereafter, closed their Joyce location. Bo cooks such delicious food with so much heart, and the potential to be so much more was clearly evident from the get-go.
– a broad spectrum of the hungry demographic (hey, everyone needs to eat, right?)
– from young and old, to the mild to spicy eaters
– foodies in search of delicious, authentic cooking with heart and soul
– foodies who are adoring fans of awesome hole-in-the-wall places run by husband-and-wife teams
– love roti canai and laksa? curry or bubble tea? then you’re also part of the target market.
– or anybody who simply loves a hot bowl of noodles, or a good plate of stir-fried noodles/rice – especially on a chilly Vancouver day!
TOUCHPOINTS (interface of the brand; x – currently MIA):
– take-out menus
– eat-in menus
– website (x)
– customer appreciation cards (x)
– coupons (x)
– business cards (x)
– Facebook page
– servers, buspersons aka uniforms (x)
– word of mouth
– special foodie events
– limited-time promos
– foodie blogs
– resto reviews
– magazine and newspaper articles
– the food itself
S .Weaknesses. OT
SW .Opportunities. T