New Business Solution For A Well-Known Restaurant HoldingIn 2015, Conquest, the biggest holding in Siberia, and KIAN Group jointly developed and successfully launched a restaurant chain of welcoming Middle Eastern cuisine – "Ajikinejal". Thepopularity of the Middle Eastern cuisine in Russia and increasing demand for restaurants of affordable formats have formulated prerequisites for the Conquest holding to further develop their project in a fast-food format.TASKThe development of "Ajikinejal" sub-brand concept, marketing strategy, visual identity andarchitectural concept for the new middle eastern cuisine restaurant chain of a fast-food format.SOLUTIONThe dishes have been analysed, and a menu with the most popular dishes of the middle easterncuisine has been created.The main product of the menu has formed the basis for the sub-brand naming. A vivid and easy toremember "Slovoplovu" (an invented compound word which literally means "pilau speaks now") hasbeen created, easily and precisely conveying the concept of the cuisine through its title product (pilau) and forming friendly and informal style of communication with consumers.A unique visual identity of "Slovoplovu" sub-brand has been developed in accordance with the features of the business strategy which was the development through the opening of new franchise locations. The brand image is a visual constructor that can easily adapt to various locations, blend into the street view while retaining its identity and distinct character.KIAN Group architectural division has developed the open-kitchen interior concept which allows the customers to see their meals being freshly prepared.
