BRIEF
My task was to create original brand and strategy for fast-food bistro

with location in Brno in Bergler's villa

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ANALYSIS
But first, I needed answers to these questions

RESEARCH
I looked up for every possible bistro or fast-food in Brno, gathered information what is their target group, what kind of food they serve, at what prices and if they run food-delivery.
Besides that, I have done shadowing customers of those stores, to find more about their behaviour 
​and about feeling what you get inside the shop.
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I found the most popular places in town, visited them, talked with the customers
and tried to define the reason of their popularity.

DEFINITION 
I took all pros/cons and created the main features,
which led to the definiton of new brand.
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NAME OF BISTRO
Short, memorizable, familiar and ​every Czech knows this Italian word
[means feel welcomed]

​APPLICATIONS​

​COMMUNICATION & MARKETING
Due to young target group, the campaign should be fresh, entertaining 
and could done with this "Ciao" saying bubbles, which would led through city to the bistro. 

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BUSINESS STRATEGY
Research has showed that fast foods do not run home delivery, because they cannot compete with traditional restaurants and they also have different target group, so the first focus would be daily customers. Goal is set up to create beautiful environment to enjoy the meal, but not to stay there for an hour or longer. The accessories should reflect this goal and that is why, the furniture is designed smaller, than regular chairs or tables, so it looks friendly, charming but after a while, it will get a bit uncomfortable. 

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AGILE TEST
Not to spend a huge amount of money on developing new restaurant I would recommend, test the idea first. For example with container-like-bistro or with food truck on nearby square, where are often happening food-markets. The budget for the test will be much smaller and it would provide quick feedback for target group & their apetite. 
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Wanna say Ciao?

Say IT

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