Canteen: A Case Study
The first smoothie and poke bowl concept in Beijing
Track 1
Origination
Inspired by surfing trips to Bali with beachside smoothie and poke bowls, discussions initially centred around the idea of bringing a slice of paradise to Beijing in the grey winter months with healthy and hearty food.
Track 2
Validation
Community tastings were held with foreign and local consumers, and expatriate media organisations. On the back of menu development, positive budget projections, and great feedback, the decision was made to proceed to Track 3.
Track 3
Launch
Canteen popped up in four different locations while in Track 3 - Hatchery Tuanjiehu, The Bookworm, Jing-A and Hatchery Dongsi. At each location we refined the concept, and with every pop up proving popular than the last, Canteen was moved into Track 4.
Menu Items
Tried & tested, each menu item is crafted with care...
- Canteen At Jing-A
As part of our concept validation process we trialled Canteen at Jing-A Brewery, which allowed us to test what service styles, products and locations are best for Beijing. We kept the healthy vibe, but changed to a serve yourself, pay by weight model, and also offered a range of baguettes and baked goods. Subsequently, 'Build Your Own Bowls' were introduced, which proved very popular in spite of the location not being suited to a fast casual offering. This trial helped us refine the menu offering of Canteen and help drive the concept forward.
Track 4
Launching an independent business
Beijing No. 2
Our newest location
We will be launching Canteen as an independent brand at a new location Beijing location soon.
Customer and Media feedback
Based on Track 3 reports
Beijing currently lacks 'healthy eating' concepts, in spite of the demand for them. As a result, Canteen proved exceptionally popular with both the media and customers, who all commented on how this was exactly the kind of food they were looking for in Beijing and how the lack of other options drove them to return.
Menu Development
Continuously striving to improve
In response to feedback from customers and data from promotions, the menu was expanded to include a customisation option, expanded bakery offering and a greater selection of hot items. All of these developments increased the popularity and widened the appeal of Canteen.
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