With the Internet's east wind, user education in the takeaway market has been basically completed. Today, competition in the takeaway market is no longer just at the food level. In this "face-looking era", the packaging of takeaway has also become extremely important.
Some catering people can’t help but ask, no matter how fancy and beautiful takeaway packaging is, it will eventually be thrown away. So, what is the significance of spending so much effort designing takeaway packaging?
Today, Shen Mou brought you many cases to see the three major scheming hidden in takeaway packaging.
1, A powerful tool to improve user experience
Generally speaking, the dining environment for takeaway is mostly at home and in the office. This means that restaurants cannot improve users' dining experience through services and environment. At present, most restaurants will choose the platform's takeaway system for delivery, which also means that the restaurant's capabilities at the delivery level are the same. With the reduction of subsidies and increase in commissions on takeaway platforms, the price advantage of takeaway is gradually losing.
So, what means should restaurants improve user experience? Shen Mou believes that takeaway packaging can achieve this function.
1 Consider dining scene
Different foods require different tools and methods when eating. The restaurant may as well start from the food itself, fully consider the dining scene, and start from the details to solve the troubles and embarrassment of dining for customers.
Austrian designer Gerlinde Gruber designed a sushi take-out box with a brief and full function. Gerlinde Gruber deliberately leaked out the soy sauce can at one end of the box and made a clever design to prevent the soy sauce from spilling out accidentally. The chopsticks pass through the two small holes in the box, which just acts as a fixation. In this way, not only does the material of the take-out box be saved, but also allows users to use it as a chopstick when dining.
Hot dogs are a world-famous street food. For foodies, the biggest problem is that they easily get dirty when eating hot dogs, which makes them look very embarrassed.
Designers from Guatemala designed a dual-purpose packaging box. Just tear the crane around the pre-designed fold lines, and the crumbs and sauce won't get dirty like usual.
2) The design of bringing takeout
Takeout not only refers to the food delivered to home, but also refers to the food taken away by customers in the restaurant. Unlike delivering food, bringing your own food does not require the issue of large-scale delivery. This means that restaurants can work hard to bring their own takeaway.
From designer Seulbi Kim’s creativity, one-handed burger takeaway packaging (Togo Burger). Generally speaking, it will be a carton plus a plastic bag, where the carton contains hamburgers, fries, etc., while the plastic bag is used to hold beverages - the designer thinks that this is a bit wasteful and not very convenient, so he plans to use a carton to get everything done.
Strictly speaking, this is not actually a paper box, but a long strip of paper tape, with a circular hole in the center, and then, there is a paper frame on the left, and a small hook cut out on the paper on the right - how to use it? Round holes are used to hold drinks, paper frames are used to hold burgers, and paper hooks are used to hang fries, and then fold them in half and can be easily taken away.
2 and window to convey brand value
The Internet breaks the geographical restrictions of restaurants, allowing restaurants to sell food to a completely unfamiliar customer through the takeaway platform. This means that many takeaway customers in the restaurant may never know where the restaurant is or what its characteristics are?
So, can restaurants use the window of takeaway packaging to occupy the mental impression of consumers?
1) eye-catching mobile advertising
Takeaway is a connector that links customers and restaurants, and is also an important window that reflects your restaurant’s virtual value. It can even be said to be a mobile billboard.
Samurai is a Japanese restaurant in Stockholm, Sweden. Three design students were invited to design a new and colorful visual image for it that is different from traditional Japanese cuisine.The takeaway box, created with "glue-free packaging" as the core, is encapsulated with sticky paper printed with restaurant LOGO. Considering the carrying problem of multiple bento boxes, each packaging box can be stacked and covered on another packaging box, and chopsticks are inserted between them as a packaging handle, which is environmentally friendly and convenient, and the brand image is more prominent.
Yo!Sushi is a Japanese restaurant. The richest ingredients in Japanese food are all kinds of fish. So in order to show the characteristics of the ingredients, this restaurant designed the takeaway lunch box into an orange-yellow fish-shaped shape. The outer packaging is made of paper material, and the inside is separated. There are handles on the lid for easy carrying.
uses the shape of fish to make takeaway lunch boxes. Because it looks very special, it can easily attract attention whether it is on the way to the restaurant or on the way home by picking it up. It can't help but make passers-by curious and wonder: "Where is this restaurant? Is it filled with fish?" In this way, such a uniquely shaped lunch box has become a mobile advertisement that arouses people's curiosity.
2) Extension of brand value
Domino's is one of the most well-known pizza brands in the United States. Its unique design on takeaway packaging has also won strong exposure for the brand.
simplicity lies in the highly refined essence of the brand, and the pursuit of simple and effective interaction methods.
JkR team boldly abandoned the various elements of the dominola packaging boxes in theaters, leaving behind the brand's unique two-color markings blue and red, and the brand's eye-catching white dots. Such packaging will bring a strong visual impact when delivered to the customer's door. Consumers order not pizza, but Domino.
This design also won the Pentamwards highest honor diamond award for this.
3, interface for converting traffic value
In the past two years, the rapid development and growth of takeaway platforms have made many people happy to compare takeaway platforms with e-commerce platforms.
San believes that the biggest similarity between the two is that the two platforms can bring traffic to merchants, help merchants break geographical restrictions, and expand the merchant’s service scope. The biggest difference between the two is that most restaurants can bring their own traffic.
That is to say, the restaurant has two sources of traffic.
So, can the restaurant convert traffic from the two channels into profits?
The answer is yes!
In fact, restaurants can completely turn takeaway packaging into a brand new advertising space and sell it to the outside world.
To achieve such a goal, Guan Mou believes that the restaurant can think from the following two levels.
1) Accurate user group
As we all know, the value of advertising is reflected in the accuracy of users. The more accurate the user is, the greater the value for advertisers. To give full play to its maximum value, the restaurant must be clearly defined.
For example, the restaurant user base located in the CBD area is mostly elite white-collar workers; the user base of community restaurants is mostly families... Only by finding the right customer base can traffic be accurately sold to advertisers.
2) Increase traffic through cooperative
For advertisers, for advertising to reflect value, it must have sufficient volume. Most restaurants do not have customer traffic to develop ad spaces separately.
So, in such an environment, can the restaurant consider joining the surrounding restaurants to build an advertising alliance-like platform? The platform gathers the user groups of all merchants and designs takeaway boxes to serve the same batch of advertisers, reflecting the value of advertising in a maximum amount!
says
For restaurants, whether takeaway packaging is used to improve customer experience, convey brand culture, or even convert it into advertising space, restaurants must consider the following points when designing takeaway packaging:
1 Clean and hygienic feeling
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The first feeling of clean and hygienic is an important condition to determine whether users will consume again.
2 Cost control
No matter how beautiful the takeaway is, it will eventually be thrown away. Only by strictly controlling the takeaway packaging cost can the restaurant increase its profit margin.
3Convenience of transportation
Obviously, the rectangular and round takeaway packaging design is more conducive to transportation. Although irregularly shaped takeaway packaging can greatly enhance customer awareness, it is very unfavorable for transportation.
4 Assembly speed
The complex takeaway design easily makes the takeaway assembly speed slow. Therefore, when designing takeaway boxes, the restaurant needs to consider the assembly process.
Original Statement: The author of this article is Ya Qing, which is original in the catering industry. Please indicate the source of the catering industry (ID: canyinj) when reprinting. Violators will be held accountable in accordance with the law!
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