A restaurant where you can grow vegetables
When it comes to Chinese fast food, it is natural to think of the representative Chinese fast food brand "Hometown Chicken", which has more than 1,000 stores. It focuses on the source of ingredients and has created a whole industry chain standard of "from land to table" for Chinese fast food. 20 years of focusing on making a good bowl of chicken soup has been well received by the market. As the leading brand of Chinese fast food, it is also actively updating and iterating following the changes in the market. While achieving great commercial success, it raises a new question, what will the next generation of fast food look like?
With the trend of younger consumers, consumers have higher expectations and requirements for brand experience. Laoxiang Chicken Brand entrusted BloomDesign to design and build the flagship store of Laoxiang Chicken Farm in Beijing Xinhuicheng, which is a new exploration of Laoxiang Chicken brand. And try, hope that through this upgrade, from multiple dimensions of business content to experience environment, create a new dining experience model that meets the leisure consumption of young urban white-collar workers.
Hometown Chicken proposed the concept of full-time dining for the first time, hoping to break through the public's inherent impression of fast food, so that the experience can be "slowed down". Brewing, so that the whole experience changes from a single dining space to a public space with leisure attributes. This change is not only a change in business content, but also a change in space design.
The overall design of the space is relaxed, casual, and youthful with a sense of the times as the main direction. There is a subtle sense of conflict between the natural and simple log material and the cold and simple stainless steel texture, interspersed with dynamic electronic screens and "national trend". "The interesting and interesting illustrations make the space experience full of style without losing interest, satisfying the multi-dimensional needs and imagination of urban white-collar workers for space experience.
We take "farm" as the theme, so that consumers can feel the concept of nature, ecology, and health. A blind box with vegetable seeds is set up at the entrance, and customers can scan the code to adopt and receive it for free. Increase interaction with consumers. An "ecological vegetable garden" art installation is also designed, in which different kinds of fresh vegetables are planted, which grow naturally under the illumination of lights, bringing customers a sense of fresh and organic experience.
In order to make daily dining full of comfort and fun, and meet the dining and social needs of urban white-collar workers, a variety of dining positions are set up in the space. One-person bar seats, two-person booths, four-person or even gathering seats for multiple people, and the water bar in the space can make eating extremely relaxing and full of more choices.
Hometown Chicken's full-time catering supply of "fast food + afternoon tea + roasted bird and craft brewing" brings more urbanized lifestyles. Space is an important dimension of experience. Hometown Chicken Beijing Flagship Store can be said to be a new exploration and Try to transform a traditional Chinese fast food into a new favorite that caters to the lifestyle of urban people. Keep pace with the times and be full of vitality. It also brings more new inspirations to the upgrading and iteration of the fast food industry. Let us look forward to the national brand of Hometown Chicken becoming a world-class Chinese food brand in the future.
A restaurant where you can grow vegetables
When it comes to Chinese fast food, it is natural to think of the representative Chinese fast food brand "Hometown Chicken", which has more than 1,000 stores. It focuses on the source of ingredients and has created a whole industry chain standard of "from land to table" for Chinese fast food. 20 years of focusing on making a good bowl of chicken soup has been well received by the market. As the leading brand of Chinese fast food, it is also actively updating and iterating following the changes in the market. While achieving great commercial success, it raises a new question, what will the next generation of fast food look like?
With the trend of younger consumers, consumers have higher expectations and requirements for brand experience. Laoxiang Chicken Brand entrusted BloomDesign to design and build the flagship store of Laoxiang Chicken Farm in Beijing Xinhuicheng, which is a new exploration of Laoxiang Chicken brand. And try, hope that through this upgrade, from multiple dimensions of business content to experience environment, create a new dining experience model that meets the leisure consumption of young urban white-collar workers.
Hometown Chicken proposed the concept of full-time dining for the first time, hoping to break through the public's inherent impression of fast food, so that the experience can be "slowed down". Brewing, so that the whole experience changes from a single dining space to a public space with leisure attributes. This change is not only a change in business content, but also a change in space design.
The overall design of the space is relaxed, casual, and youthful with a sense of the times as the main direction. There is a subtle sense of conflict between the natural and simple log material and the cold and simple stainless steel texture, interspersed with dynamic electronic screens and "national trend". "The interesting and interesting illustrations make the space experience full of style without losing interest, satisfying the multi-dimensional needs and imagination of urban white-collar workers for space experience.
We take "farm" as the theme, so that consumers can feel the concept of nature, ecology, and health. A blind box with vegetable seeds is set up at the entrance, and customers can scan the code to adopt and receive it for free. Increase interaction with consumers. An "ecological vegetable garden" art installation is also designed, in which different kinds of fresh vegetables are planted, which grow naturally under the illumination of lights, bringing customers a sense of fresh and organic experience.
In order to make daily dining full of comfort and fun, and meet the dining and social needs of urban white-collar workers, a variety of dining positions are set up in the space. One-person bar seats, two-person booths, four-person or even gathering seats for multiple people, and the water bar in the space can make eating extremely relaxing and full of more choices.
Hometown Chicken's full-time catering supply of "fast food + afternoon tea + roasted bird and craft brewing" brings more urbanized lifestyles. Space is an important dimension of experience. Hometown Chicken Beijing Flagship Store can be said to be a new exploration and Try to transform a traditional Chinese fast food into a new favorite that caters to the lifestyle of urban people. Keep pace with the times and be full of vitality. It also brings more new inspirations to the upgrading and iteration of the fast food industry. Let us look forward to the national brand of Hometown Chicken becoming a world-class Chinese food brand in the future.
A restaurant where you can grow vegetables
When it comes to Chinese fast food, it is natural to think of the representative Chinese fast food brand "Hometown Chicken", which has more than 1,000 stores. It focuses on the source of ingredients and has created a whole industry chain standard of "from land to table" for Chinese fast food. 20 years of focusing on making a good bowl of chicken soup has been well received by the market. As the leading brand of Chinese fast food, it is also actively updating and iterating following the changes in the market. While achieving great commercial success, it raises a new question, what will the next generation of fast food look like?
With the trend of younger consumers, consumers have higher expectations and requirements for brand experience. Laoxiang Chicken Brand entrusted BloomDesign to design and build the flagship store of Laoxiang Chicken Farm in Beijing Xinhuicheng, which is a new exploration of Laoxiang Chicken brand. And try, hope that through this upgrade, from multiple dimensions of business content to experience environment, create a new dining experience model that meets the leisure consumption of young urban white-collar workers.
Hometown Chicken proposed the concept of full-time dining for the first time, hoping to break through the public's inherent impression of fast food, so that the experience can be "slowed down". Brewing, so that the whole experience changes from a single dining space to a public space with leisure attributes. This change is not only a change in business content, but also a change in space design.
The overall design of the space is relaxed, casual, and youthful with a sense of the times as the main direction. There is a subtle sense of conflict between the natural and simple log material and the cold and simple stainless steel texture, interspersed with dynamic electronic screens and "national trend". "The interesting and interesting illustrations make the space experience full of style without losing interest, satisfying the multi-dimensional needs and imagination of urban white-collar workers for space experience.
We take "farm" as the theme, so that consumers can feel the concept of nature, ecology, and health. A blind box with vegetable seeds is set up at the entrance, and customers can scan the code to adopt and receive it for free. Increase interaction with consumers. An "ecological vegetable garden" art installation is also designed, in which different kinds of fresh vegetables are planted, which grow naturally under the illumination of lights, bringing customers a sense of fresh and organic experience.
In order to make daily dining full of comfort and fun, and meet the dining and social needs of urban white-collar workers, a variety of dining positions are set up in the space. One-person bar seats, two-person booths, four-person or even gathering seats for multiple people, and the water bar in the space can make eating extremely relaxing and full of more choices.
Hometown Chicken's full-time catering supply of "fast food + afternoon tea + roasted bird and craft brewing" brings more urbanized lifestyles. Space is an important dimension of experience. Hometown Chicken Beijing Flagship Store can be said to be a new exploration and Try to transform a traditional Chinese fast food into a new favorite that caters to the lifestyle of urban people. Keep pace with the times and be full of vitality. It also brings more new inspirations to the upgrading and iteration of the fast food industry. Let us look forward to the national brand of Hometown Chicken becoming a world-class Chinese food brand in the future.
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