Rosinter Restaurants Holding (www.Rosinter.com) is the leading casual dining chain operator in Russia and the CIS. The main brand is “IL PATIO”:
- Cuisine: Italian
- Founded: 1993
- Number of restaurants: 143
- Price range: Medium
IL Patio is a casual dining chain of Italian restaurants.
The concept is the product of the re-branding of Patio Pizza restaurants in 2004.
The interior design of IL Patio is done in bright flame colors. Soft lights, well chosen music, Baroque style décor, and brick walls contribute to a cozy ambience full of Italian hospitality.
IL Patio offers dishes from different Italian regions – light salads, a wide choice of starters, genuine pizza baked in a wood stove; more than ten pasta dishes, as well as grilled meats, fish and seafood. Our Core product is Pizza especially for the delivery business.
WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
IL Patio is the market leader in its respective segments. As many of our competitors we had menu for kids, yet we consider it is not enough entertaining to the full potential. As we were focusing on the main menu and other season offers when some of our competitors had a stronger focus on a kids menu. Our objective is to rise up hospitality and awareness to a higher level that is why we are asking for your creative input.
The task is to create a character with memorable name, story and very amusing personality: funny, loud, hyper-active, open-minded, outgoing, friendly, not shy, creative, curious, smart, trouble maker of around 8 years old.
The output we expect is a document with graphic guidelines of the campaign divided in (required):
1) Design for the menu
2) Exciting drawing games and materials for children. It is very important that not only children should be satisfied but their parents as well.
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
- Parents with children from 4 up to 9 y.o.
- Parents - 60% women, 40% men
- Specialists (50%), Top-Managers (15%), Middle-level-managers (35%)
- They pay attention to special promotions and specific menus, they care about their children and that is why prefer going to the restaurants where they can find menu and entertaining materials for their kids.
- We should also consider their parents as main judges. The character and all materials should please everyone from grandparents to young families.
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
We want our customers to think about us as a chain of restaurants that is best for their family and provides the tastiest Italian pizza.
It is very important for the parents to feel relaxed when they come to our restaurants. They should be sure that their children will be happy.
We want children to remember their visit to our restaurants and wishing to come back again.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
We are the most successful and the biggest restaurant company in Russia.
We believe that we produce the tastiest Italian food in Russia.
We have good correlation quality, service and price.
The guests always find our restaurants cozy and nice atmosphere and hospitality.
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
IL Patio:
- Italian,
- cozy,
- tasty,
- family,
- friendly,
- familiar,
- warm.
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
Placement: Menu and entertaining materials are inside restaurants
Hero: web-campaign
We are open for your suggestions (from our restaurants to youtube and facebook)
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
