On The Indoor Decoration For Chain Restaurants Under The Context Of Brand Spread

With the rapid development of China's economy, the domestic food and beverage industry becomes increasingly stronger. 2008 full-year catering industry retail sales reached 1.5404 trillion yuan, compared with 2007 growth of 24.7%. Is expected to 2010, the National catering industry retail sales will be about 20,000 billion. Catering for the expansion of domestic demand, increasing employment important industry. At the same time catering industry, the overall size of the growing catering number of enterprises are also constantly increasing. Catering business and competition among enterprises is inevitable, especially when abroad, some well-known catering business into the country, this competition has been elevated to another level. Means that China's catering industry to be with the world, to meet the greater challenges and opportunities.Overall, the restaurant industry competition in a total of three different stages: the initial stage of price competition. The second stage is the quality of pro-competitive. The third stage is the brand-competitive. The first two stages of great importance to product prices and quality at the expense of rivals interest to capture the market, but easily lead to lose-lose. While the third phase of brand competition stage is a higher form of competition. Through effective brand communication to create and deliver brand value, and establish a catering enterprise's brand image, create a brand, so that more and more consumers become the restaurant brand loyal customer. So that a strong food brands and ever-increasing concentration of market share, greater profits. Therefore, the brand communication in brand competition era, for catering enterprises is essential. Food Brand competition among the focus becomes the creation and delivery of customer value.As a restaurant industry has its own characteristics, and other industries there is a big difference. It has one. Intangibility. Catering industry in the service utility of intangible nature, it is different from fruits, vegetables and other tangible products, the public and from the color, size, shape, etc. will be able to judge the quality good or bad. Catering only by consumers in the dining-brand stores in the purchase, consumption, and access to services after the received of the restaurant brand experience to evaluate its good and bad. 2. A one-off. Catering service can only time you use the spot to enjoy, which means that only when consumers enter the restaurant brand stores after the services can be conducted when consumers check-out, the service is naturally terminated. 3. Immediacy. General industrial and agricultural products came out, big to go through multiple distribution links in order to reach the hands of consumers. If the product before leaving the factory quality inspection fail, you can rework, in the store do you think are not satisfied with the goods can not to attract the buyers, while the food product is different. Its production, sale and consumption are almost always in the restaurant brand stores in simultaneously. Restaurant brand chains are also catering brand part of the product is the so-called: "Eating is the environment." Consumer direct contact is the restaurant chain, left the restaurant brand chains, then the consumption will not be able to carry out. So, catering brand stores publicity dining brands has a unique advantage.This means that, in the brand communication in the context of restaurant chain will serve as an important advocacy tool to create and deliver food brand value. Through the Catering brand chains indoor environment designed to enable consumers to restaurant brand chains indoor environment were experienced catering brand, brand culture, feel the food brand services, ultimately won the consumers of this food brand favored targeted brand loyal customer. In order to achieve this goal, this article from 1. Fast food chain, interior space layout and interface design. 2. Restaurant chain interior color and light environment. 3. Restaurant chain home design and furnishings. These three aspects of brand communication against the background of fast food chain, interior design of this subject in-depth study.