Brand

Name of my brand: As one of the Chinese people’s favorite foods, rice can fry in so many ways. But how many people out there know how to make good fried rice? Kung Fu Rice knows. As a newly established fast-food brand, Kung Fu Rice dedicates to making traditional and authentic Chinese Fried rice for all kinds of people. Our goal is to make overseas Chinese feel like eating at home. Our goal is to make our foreign friends enjoy authentic Chinese Fried rice.

Problem my brand is solving: Why Fried rice?  Although there are many Chinese food brands in America, none of them focus on making Fried rice. Before we established our brand, our market research suggests that most of the Chinese people in America said that they rarely taste good Fried rice. And foreign people usually don’t know what real authentic Chinese Fried rice tastes like. So, the problem here is obvious, people In the United States rarely eat good Fried rice, and they don’t know what good Fried rice tastes like. This is the main problem Kung Fu Rice is trying to solve.

Brand values & Slogan: These problems make us believe in something fundamental. Our company values are made out of consumer interest. Our beliefs are simple: we want the customers to taste the best-Fried rice in the United States. We want our foreign friends to know what authentic Chinese Fried rice tastes like. We want Chinese people feeling homesick after eating our Fried rice. We want to make all types of Fried rice. We must constantly develop new recipes to satisfy more customers’ tastes. We add more flexibility to traditional cooking methods; we believe in making good Fried rice for all kinds of people. Based on these values and beliefs, we created our slogan: Fried Rice for All.

Champion: In terms of buyer personas, we have two primary types. The first type is Chinese students who’re craving for tasting authentic Chinese Fried rice. Chinese students love to dine together, and they like to ease their homesickness by eating Chinese food. This type of person usually doesn’t have a large amount of money, so that we will set our price more reasonable for students like them. The following graph shows us an example about a student called Weijie Zhang. It gives us a sense that authentic Chinese food is essential for Chinese students.

The second type of targeted people is our foreigners living in big cities. They want to taste authentic Chinese cuisine without spending too much money. We all know that most Chinese restaurants that claim to be making authentic Chinese food set up high price for all kinds of cuisines. Though location and rents in big cities are also one reason they set prices high. Here’s an example of an editor called Emily Nichols in Chicago:

Brand voice: The voice of my brand is dedicated. We want our attitude to be specializing ourselves in making great Chinese Fried rice. We want our staffs to be dedicated to their jobs. We want our chefs to be committed to their works. We want everyone who’s working for us, focusing and doing their best to make great Chinese Fried rice. We are dedicated to creating an enjoyable experience for our customers in terms of eating Fried rice. Other than that, I want my brand’s voice to be enthusiastic and infectious as well. People should be able to feel friendly and our hospitality when they enter the store.

Brand look: This brand should look professional, creative and representative . I want my team and staff to be professional. I want the chefs to be professional and creative. I want to give customers a feeling that we have incredible skills in making Fried rice. I want them to see that we are creative enough to present new menus every week. Also I want my brand to be representative and unique.

Competitors: Of course, if you want to start a business, you have to think about your competitors. Knowing your competitors means improving. For my brand, I found two representative competitors. The first is a company called Rice Kitchen in East Lansing. This competitor, or we could say this type of competitor, suggest that they make authentic Chinese food. They are not focusing on making Fried rice, and they make all kinds of Chinese cuisines. They draw their new customers by having regular customers.

The second brand I found is Fan Fried rice bar, which has a store in New York. This type of brand is Fried rice specific. They only make fired rice, which means that they have more significant threats to me.