On July 12, 2022, Tanyu held a Shenzhen media tasting event with the theme of "Shuangma Upgrade, Infinite Exploration" at Tanyu Shenzhen Nanshan Joyful Song Store, and jointly tasted Tanyu's new experience with dozens of media Model upgrade.
According to the person in charge of Tanyu brand, as of July this year, Tanyu brand has successfully promoted the new model to 33 stores in Shenzhen. At the scene, we found that unlike most previous brand upgrades, Tanyu’s brand upgrade not only presented a highly differentiated and stylized store image design, but also made revolutionary adjustments to the dishes - while retaining classic signature products On the basis of , many innovative fusion meals and interactive creative products have been added. While enriching products, we also designed the entire service process, which can be said to be a subversive upgrade of the brand in all aspects.
Different from Tanyu’s previous product structure and product experience, all products are based on the principle of “extreme release”. Cold dishes are cooler, hot dishes are hotter, and their appearance and taste are more impressive. A sense of fun and surprise. Tanyu’s classic product “Grilled Fish with Fresh Green Peppers” has also been upgraded in taste and form. The taste has enhanced the core "shuang numbness" taste, and the serving method has also added ritual contents such as adding wine to enhance the flavor, lighting the fire and grilling. While improving the quality of dishes, it also gives customers a more unique dining experience.
In addition to innovations in product taste and form, Tanyu has added a "DIY" section. Tea, cold dishes, and ice powder can be mixed and matched according to your own taste in the DIY area, which increases the playability of consumers during the meal. It is worth mentioning that Tanyu’s DIY ice powder eliminates the fixed or diverse matching methods that are currently common in the market, and provides consumers with 3 kinds of ice powder bases and 12 kinds of various ingredients. The matching methods and dosages are all determined by the consumer. Make your own choice. Ingredients with different flavors and textures provide consumers with 17,000+ mixing ratios. This setting potentially increases the social function of dining. During the entire dining process, consumers are given the role of "experiencers" and "communicators" The functional identity provides a personalized interactive experience of "dining + games".
When asked about the original intention of this new experience upgrade, the person in charge of the Tanyu brand said that the core focus is on several key questions: What is the profile of today's young consumers? In what scenarios do future fish explorers need to be reminded of? What experience needs to be delivered to be remembered forever? How should we create such an experience? Based on the origin of consumers, Tanyu tried to activate the innovation gene. After continuous exploration, verification and iteration, it finally defined the "liberating" dining experience for consumers as the Tanyu brand value proposition. On June 26, 2021, Tanyu LAB store officially opened in Longhua Tianhong, Shenzhen. This is an important attempt and exploration in the development process of Tanyu brand. At the same time, it is worth mentioning that the LAB store ranked on Dianping’s must-eat list in Shenzhen this year.
Generation Z has gradually surpassed those born in the 1980s and 1990s to become the main consumer group in the catering industry. The consumption habits and concepts of young people are leading the trend of the catering industry. The new upgrade of Tanyu focuses on the exploration and definition of new audiences and new needs, empowering the brand from the inside out, allowing customers to have a high sense of experience while taking into account cost performance, and creating a highly creative and revolutionary benchmark in the catering industry. . Times are constantly changing, and the catering industry is also undergoing profound changes. This time, Tanyu introduced more advanced brand upgrade concepts, which to a great extent led and promoted the rapid transformation process of the catering industry.
