Chapter 546 - I Predicted Boss Pei’s Next Step! (1/2)

Lin Canrong obviously improved his thinking.

At first, he felt that there was no need to be jealous of each other since Ming Yun Private Kitchen and Fish-Catching Take-Out were taking two completely different routes. He felt that Ming Yun Private Kitchen and Fish-Catching Take-Out could share the Gourmet Laboratory resources.

Moreover, he only understood Boss Pei’s true meaning now… that was to let the two F&B departments work together without any distinction between them!

Lin Canrong could not help but sigh. His previous view was too narrow!

No wonder he could feel Boss Pei being unhappy every time he mentioned opening a branch.

Obviously, Boss Pei had long hinted that Fish-Catching Take-Out was a cheaper alternative to Ming Yun Private Kitchen; why bother giving up something already in one’s hands?

“Create a… cheap alternative to the nameless restaurant?”

Rui Yuchen’s expression was obviously dazed. He obviously had not considered this aspect before.

Rui Yuchen frowned after thinking about it for a while. “Brother Lin, this thinking probably would not work, right?

“The positioning of Ming Yun Private Kitchen and Fish-Catching Take-Out are too different. Can it really work if they are forced to work together?

“Would it be possible that, in the end, Fish-Catching Take-Out fails to make it and then drags the reputation of Ming Yun Private Kitchen down, resulting in the double-loss?

“Most people feel that takeaways are synonymous with junk.”

Rui Yuchen’s concerns were obviously not without reason.

Brands were a very imaginary thing. It often depended on how people were associated with them. A high-end brand could vanish in an instant if it were to make a mistake. For example, an international first-liner luxury brand suddenly found a star that was not famous to endorse their brand. Their brand image would be destroyed immediately.

The reputation of the nameless restaurant was not something established overnight.

Food delivery might have been developing rapidly recently, but most people would link them as ‘cheap’, ‘unhealthy’, etc.

The positioning of Fish-Catching Take-Out was obviously higher than the other takeaways, but for people who did not know, they would still subconsciously confuse Fish-Catching Take-Out with other takeaways.

“Wouldn’t it become a huge loss if the nameless restaurant forcefully endorsed Fish-Catching Take-Out but could not bring its name up? It was even possible to bring it down with it!”

Lin Canrong nodded. “I know, of course, there are such risks. However, these can be man-made.

“We can consider it by looking from three aspects.

“First, we have to tell all consumers frankly that it is impossible for them to enjoy food at the same level as the nameless restaurant if they were to buy Fish-Catching Take-Out. We can only guarantee that it is a cheaper version of the nameless restaurant and not let them have high expectations about it.

“Secondly, we must strictly control the content of the food.” “Not all dishes from Ming Yun Private Kitchen are suitable for Fish-Catching Take-Out. Some dishes are delicious because the ingredients are good. It isn’t as simple as just changing to another ingredient.

“Some dishes require extremely complicated and cumbersome processes. It would take several hours to prepare, which is extremely difficult for ordinary chefs to achieve.

“We must demonstrate that the dishes of Ming Yun Private Kitchen can be used for takeaway. The chefs had to be cautious about retaining the deliciousness of the food under the condition of limited ingredients and chefs.

“Finally, we have to start from zero, to let people know this brand from scratch, to break free from their original concept of Fish-Catching Take-Out.

“Many people will mistakenly think that Fish-Catching Take-Out is the same as other ordinary takeaways, but a little more expensive and a little healthier. This thinking is very difficult to reverse; we cannot insist on it.

“We’ll create a new high-end brand on top of Fish-Catching Take-Out and separate the concept of ordinary takeaways when we promote it to make a difference in all aspects.”

Rui Yuchen nodded frequently. It seemed like Lin Canrong had indeed thought of the risks in this area and made plans in advance.

“The first two points were very clear. As for the third point… what should I do to create a new high-end brand?” Rui Yuchen asked.

Lin Canrong sorted out his thoughts. “This reasoning is very simple. It’s just like a car, building a luxury series above the mass market series.

“Luxury cars do not make a lot of money; they are purely to bring sales.

“Fish-Catching Take-Out is a popular brand name that has more affinity with the mass, but it is not high-end enough. I thought of a name: ‘Food Harmony[1]’.”

Rui Yuchen: “Food Box[2]? The lunch box that was used for delivery in ancient times?”

Lin Canrong shook his head. “It is this meaning, but the word has to be changed. The last word is as in harmony.

“Actually, if you want to establish a high-end takeaway brand in China, the best way is to associate this brand with some traditional elements.

“Actually, takeaways have existed since ancient times. They used to use them for delicacies when visiting friends, participating in poetry or literary clubs.

“In other words, the food box has a long history and is full of traditional and cultural connotations. Many food boxes are even regarded as exquisite works of art which were thought of to be high-end naturally.

“My thinking for the name Food Harmony is, on the one hand, it would remind the customers of ancient food boxes. On the other hand, separating these two words would add cultural value to them.

“Food is the most important to people; gentlemen seek harmony, not uniformity. The original pictographic meaning of the word ‘harmony[3]’ is to eat. “Moreover, ancient food boxes are basically made of urban bamboo and wood. They are all taken from nature and passed on from generation to generation, revealing a concept of harmonious coexistence between man and nature.

“This… coincides with the idea of Fish-Catching Take-Out.

“The characteristics of Fish-Catching Take-Out are that the food is healthy, the utensils are all recyclable. That also had invisible harmonious thoughts. If this thought were to be extended and raised, would that not be the meaning that Food Harmony wants to portray?”

Rui Yuchen nodded. “Indeed, we must also work hard on the packaging, right? The food should at least be delivered in special custom-made food boxes in Food Harmony, which would be clearly distinguished from other takeaways.”