FZLD has been designing quite a number of F&Bs mostly due to the coverage our showroom has had through the media. Our showroom, Little White Cafe, is a highlight for many due to a concept which appeals to a specific demographic with its evergreen design.
It is also important, however, that whatever concept is chosen, the delivery of the product is consistent with the brand image portrayed. This can only be achieved through the owner and the owner's passion. Nothing can be left to chance. It takes a lot of hard work to maintain what has been envisioned in the mind, put on paper and created in reality.
At FZLD, we work hard to make into reality what has been envisioned. We can only hope that the vision can be carried out by the Client through their products, service and customer experience that they wish to provide.
With so many F&Bs out there, the initial and main objective of an outlet is marketing. It makes sense that the investment for setting up the outlet should play the most major role in marketing not just by choosing the right location, but by the way the outlet is designed so as to project the right image that will attract the desired customer to the outlet immediately.
Petite Cafe Blanc by FZLD
Project an image where the target customer immediately knows what he/she is about to experience. Project a concept that will appeal to the lifestyle of the target customer demographic. You will have covered two of the most important P's of marketing; Place and Position.
Nuin, Little Perak - local malay and fusion food
Jemari, Shah Alam - thai food
Batai Banana Leaf - local banana leaf & mamak food
The next two marketing P's should play its role in maintaining the customer base; Product and Price. Mind set and psychology play an important role here. Price can be relative, based on how the customer feels when he/she is paying for the product. Here is where ambiance and how you provide the experience to your customers come to play.
RFC Shah Alam - fast food
As far as products are concerned, the individual palate differs widely based on individual environment and exposure. A person with a discerning palate would be exposed to a different quality and variety of ingredients compared to a person with a limited palate. How much a person would pay for a particular food would depend on which customer you would like to attract.
Quick Meals - take aways
Tasik Food Court - food court
Finally is the outlet's staying power; whether the concept and food will appeal in the long term to the target market, and gain popularity as time goes by.
The most current trend is the "hipster" trend with many outlets opting for a more industrial look using sustainable and recycled materials. It is easy for many "do-it-yourself" designers to end up mixing the "hipster" concept along with the traditional thus creating a "confused" image as to what the outlet is meant to portray, let alone what kind of food to be served. Many like to put everything that they like or see into their outlet without integrating them into one. It works if your products already have an available market, and you are not using the image as a marketing tool, but merely a place to walk in and buy the products.
It is important that when creating a concept design for your business to identify first, the product, second, whom you are selling them to, and then come up with a concept design that will help to sell your products successfully.
Plated - "hipster" concept
If a traditional concept has experienced success throughout the years, it may be about time to consider an upgrade on an age old concept to keep up with a more trendy, youthful market and cater to a more international market, for example, our favorite "mamak" restaurants and "kopitiams".
My Nasi Kandar, Terengganu
Penang Road Nasi Kandar
