Design Research On Brand Experience Of Vegetarian Restaurant

With the change of the concept of modern diet,consumers have a higher demand for food,and vegetarian food is favored by consumers because of pursuing a balanced and healthy diet of vegetables and fruits.According to the authoritative media statistics of the vegetarian industry,the number of vegetarian restaurants has shown a rapid growth trend and the overall development is good.However,at present,most of the operators of vegetarian restaurants start from the perspective of charity,and there are some limitations in the operation and management of restaurants.In this context,from the perspective of design,this paper starts with brand experience,hoping to help vegetarian restaurants cope with opportunities and challenges in the context of growing and changing vegetarian demand,and establish a good relationship with consumers in the experience economy.First of all,this paper combs the domestic and foreign related literature on vegetarian restaurants and brand experience,classifies vegetarian restaurants and analyzes their problems.Using the service design thinking and the experience matrix in marketing,Brand Experience Journey Map is proposed based on the existing journey map.On this basis,this paper conducts case studies on existing vegetarian restaurants from the view of the brand experience builders.Nineteen actors that influence the brand experience are summarized from five touch point: brand identity,vegetarian food,restaurant environment,service process and the staff,platform communication.This paper also explores the proportion of the five brand experience dimensions: Sense,Feel,Think,Act and Relate in existing vegetarian restaurants,and uses the brand experience journey map to summarize the brand composition of vegetarian restaurants.After that,this paper conducts user research from the view of vegetarian restaurant's brand experience recipients,so as to gain insight into consumers' demands and opportunities for brand experience of vegetarian restaurants,and put forward four consumer user models and demands of vegetarian restaurants.Combined with studies on existing vegetarian restaurants and consumers,this paper proposes a four-layer design strategy for the vegetarian restaurant brand experience from the bottom up.On the first layer,the micro level,vegetarian restaurant's brand experience should take consumers as the core,pay attention to the natural sensory experience,young emotional experience,cognitive experience of everyday life,and co-creation experiences between the brand experience and the consumer are built by multi-scene behavioral experience and multilayered relationship experience.On the second layer,the medium level,the consumers of vegetarian restaurants should not be limited to vegetarian groups,but diverse groups.The brand experience should be compatible and have different experience paths for consumers to choose,so as to meet the market demand.On the third layer,the macro level,the brand of vegetarian restaurant should promote the uniqueness of vegetarian culture,so as to create brand experience in subdivided categories.On the fourth layer,vegetarian restaurants should arrange the brand touch-points and actors reasonably.On the premise of vegetarian food as the core,the brand experience journey map should be used for systematic,orderly and combined touch-points arrangement.