Research On Chain Restaurant Space Design Under The Concept Of Brand Re-engineering

With the rapid development of economy,the environment of Chinese catering market is also gradually changing.Consumers have put forward higher requirements for catering services.In order to provide more taste,personality and sensibility of catering service,brand building and branding have created the focus of structural reform for the catering industry.Through the research on the current situation and problems of chain food brand construction,this paper summarizes the experience of several successful brands at home and abroad,and explores the way of domestic chain food brand reconstruction.Firstly,on the basis of discussing the related theories of brand reengineering,this paper focuses on the changes of market environment in the period of consumption upgrading in China.Analyze the impact of chain catering enterprises and brand lagging development reasons from the change of macroeconomic environment and consumption consciousness.Secondly,combined with the current situation of chain catering enterprises and brand development,existing problems and future development trends are investigated.Reference to the current domestic and foreign good cases of brand reengineering and put forward the relevant design strategy.Finally,with the Chinese fast food chain brand "HUIWEI" duck blood vermicelli soup as a case analysis and planning,from the perspective of brand reengineering for its space design put forward more possibilities,and for other similar chain catering brands to provide design ideas and direction.Under the background of consumption upgrading,the research of chain restaurant space design under the concept of brand reengineering has important practical significance and application prospect.