Lao Cui's dialogue with the founder of the LeKaisa brand: Stick to principles and innovate, disruptive changes are a disaster

Today, Comrade Lao Cui,

I was invited to a meeting at the headquarters of Le Caesar.

今天老崔同志，

应邀去乐凯撒总部开会。

 

As is well known,

Lecai Sa is a pizza chain store,

After both parties meet,

Regarding the visual identity (VI) and spatial design of restaurant chains,

They exchanged places,

Some of my own views.

众所周知，

乐凯撒是一家披萨连锁店，

双方见面以后，

针对餐饮连锁店的VI和空间设计，

彼此交换了，

一些自己的看法。

 

Regarding VI design

01

During the conversation,

After listening to the presentation by the founder, Chen Ning,

Lao Cui felt that,

Catering brands with certain social recognition,

We cannot innovate blindly,

When upgrading VI and SI,

There must be no disruptive changes.

Mr. Chen Ning mentioned that he had previously collaborated with multiple print companies,

Some people speak very well at the beginning,

However, the final plan we came up with was not ideal.

Some of them did not consider the problem deeply enough,

Some lack a thorough understanding of food and beverage products.

Mr. Chen Ping believes that frequently changing logo designs,

It doesn't make much sense.

 

关于VI设计

01

谈话过程中，

听了创始人陈宁的讲述，

老崔觉得，

有一定社会认知的餐饮品牌，

不能盲目的去创新，

在升级VI和SI的时候，

不能有颠覆性的改动。

陈宁先生说过去合作过的多家平面公司，

有些一开始说得很好，

但最终做出来的方案并不理想。

有些是对问题考虑的不够深入，

有些是对餐饮消费品的理解不够透彻。

陈平先生认为频繁的去更换logo设计，

意义并不大。

 

 

02

 

说到可口可乐，

在它整个的120年生命中，

它换过一次logo，

只用了一年就切回来了。

百事可乐换了7次。

换一任CEO就想换logo，

实际对一个经典的品牌，

是没有必要的。

 

Mr. Chen Ning greatly appreciates the design that Hara Hajime has given to Xiaomi,

Actually, he basically didn't make any changes,

Endow it with philosophical significance,

It's really impressive,

A master is a master,

The impressive part is that,

He built upon the foundation laid by his predecessors

It has been endowed with different connotations,

There haven't been many changes,

Complete overturning is disastrous,

陈宁先生很欣赏原研哉给小米的设计，

实际他基本都没改，

就赋予它哲学的意义，

就很厉害了，

大师就是大师，

厉害的地方在于，

他是在前人的基础上

给它赋予了不同的内涵，

没有太多的改变，

完全的颠覆是灾难性的，

 

The yellow triangle of Le Caesar.

In the past 13 years,

It took a lot of money and effort to cultivate it,

If it is easily discarded,

I changed to a different logo,

It is meaningless at present.

Regarding space design（关于空间设计）

 

01

For a chain store, space design is crucial,

The main task is to rapidly expand the scale.

空间设计对于一个连锁来讲，

主要任务是快速跑规模。

 

Mr. Chen Ning mentioned them

In previous years, we have developed a large number of concept stores,

Finally, it was found that,

These stores are not in your main system,

It's simply not feasible to raise it,

Because I don't have that much energy.

No one has been conducting continuous research,

There is no innovation,

Although it will be cool at the beginning,

But later on, no one came to follow up on its brand maintenance,

Follow up on the product,

If no one follows up,

It will become difficult to operate in three years.

And it can't be integrated into your large system,

Integrate your extensive supply chain,

It's not manageable at all.

 

陈宁先生讲到他们

前些年做了大量的概念店，

最后发现，

这些店不在你的主力系统，

是根本养不起来的，

因为没有那么多精力。

没有人持续研究，

就没有创新，

虽然开始会很酷，

但后期没有人来跟进它的品牌维护，

跟进产品，

都没人跟进的话，

三年以后就会很难运作下去。

而且它没法导入你的大系统，

导入你的大供应链，

根本不好管理。

 

They have opened many new concept stores before,

We have invested a considerable amount of money,

I've noticed that whenever a new concept store is opened,

In the end, they will all fail,

The reason is quite simple,

Not in the main track of the big system,

It cannot be iterated for a long time.

These concept stores will become your backyard,

She cleans the front yard very clean every day,

The backyard was overgrown with weeds.

 

他们之前很多新的概念店，

投入了不少钱，

发现但凡做的新的概念店，

最后都会失败，

原因很简单，

不是在大系统主赛道，

不能够长期迭代。

这些概念店就会成为你家的后院，

天天把前院打扫的很干净，

后院却长满了荒草。

 

 

02

When it comes to the management of McDonald's and Starbucks,

Both parties unanimously agreed

Good management

There are no surprises,

There was no fright either,

We should adhere to principles and make innovations.

First, we must adhere to the principles,

What consumers need is a familiar sense of freshness,

It's not about wanting something new.

For example, I am quite familiar with Le Caeser,

There are 20% innovations on it,

It will feel very surprised.

谈到麦当劳和星巴克的管理，

双方都一致认为

好的管理

就是没有惊喜，

也没有惊吓，

要守正创新。

先要守正，

消费者需要的是熟悉的新鲜感，

并不是要一个新的东西。

比如对乐凯撒很熟悉，

在上面有20%的创新，

它会觉得很惊奇。

The innovations of McDonald's and Starbucks,

Starbucks, through its coffee factory,

Develop our own stores,

McDonald's, through its NICE stores,

The current generation of stores developed,

This store is from Australia

It was done by a design company for them,

This plan is adopted globally,

Actually, these stores won't make disruptive innovations,

It must have a lot

Things that have been inherited and accumulated over time.

 

麦当劳和星巴克的创新，

星巴克通过它的咖啡工厂，

研发自己的门店，

麦当劳通过它的NICE店，

研发的今天的这代店，

这代店是澳洲的

一个设计公司帮他们做的，

全球都采用这个方案，

实际这些店都不会做颠覆式的创新，

它一定有很多

传承和沉淀下来的东西。

 

 

 

 

 

 

 

Le Caesar plans to open 120 new stores next year,

Most of their stores are between 80 and 120 square meters,

The kitchen occupies an area of 30 square meters,

The dining area is approximately 80 square meters.

They began to try out some new design companies,

Collaborate with some new designers.

Let's see if it can bring us a surprise.

 

乐凯撒计划明年要新开120家门店，

他们的门店大都在80到120平方之间，

厨房占了30平方，

用餐区大概80平方。

他们开始尝试用一些新的设计公司，

跟一些新的设计师合作。

看看能否带来惊喜。

 

 

 

 

 

3

Mr. Chen Ning's appeal,

We hope that in terms of space design,

Don't make major changes.

People's yearning for a better life

It is a genuine texture,

Real stones,

Nordic-influenced,

Their understanding is like this.

They hope all the stores

It's all in this direction.

For those who are particularly unconventional,

I don't want to try,

 

陈宁先生的诉求，

就是希望在空间设计上，

不要有大的改动。

人们对美好生活的向往

是真实的质感，

真实的石头，

偏北欧的，

他们的理解是这样的。

他们希望所有的门店

都是这个方向。

对于特别跳脱的，

并不想去尝试的，

 

They hope to leave an impression of the guest's brand,

It is based on stability,

A slight change is acceptable.

 

他们希望给客人的品牌的印象，

是在稳定之上，

有一些微微变化就可以。

 

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