NEW GENEratioN storE dEsiGN Your briEf What WE fouNd our WaY forWard storE coNcEpts NEW GENEratioN storE dEsiGN Your briEf NEW GENEratioN storE dEsiGN Your briEf NEW GENEratioN storE dEsiGN do You Eat at kfc? yes no 60% 40% WE WaNtEd to fiNd out oursElvEs.135 pEoplE rEpliEd our survEY. thE quEstioNs WErE simplE: What WE fouNd_asia markEt survEY bY GENslEr NEW GENEratioN storE dEsiGN WhY do You Eat at kfc? WhY doN’t You Eat at kfc? What WE fouNd_asia markEt survEY bY GENslEr NEW GENEratioN storE dEsiGN What Would makE You rEturN to kfc? What WE fouNd_asia markEt survEY bY GENslEr thE braNd sEEms to lack coNfidENcE aNd is trYiNG to tEst usiNG coNsumErs Menu is too diversified - hard to find just delicious chicken or burgers. Drink selection is too sugary. The entire menu focus on indulgence rather than healthy. The brand image is confused. Need to truly immerse the brand in local circumstances by understanding flavours, drinks, culture and Chinese chicken cuisine. What WE fouNd_braNd aNalYsis What WE fouNd NEW GENEratioN storE dEsiGN fast food lifestyle our WaY forWard NEW GENEratioN storE dEsiGN thE oriGiNal rEcipE Back to basics, not just food but values WE arE iN chickEN roots iN kENtuckY our WaY forWard thE oriGiNal rEcipE WE arE iN chickEN Celebrate the food, it’s what made us famous! roots in kentucky our WaY forWard thE oriGiNal rEcipE WE arE iN chickEN roots iN kENtuckY Let’s be proud of our Heritage our WaY forWard 。。。以下略