OUR PURPOSE
Box Park Sushi is a new vibrant place to eat, enjoy karaoke, the hookah lounge and the extremely comfortable traditional floor dining. Box Park Sushi is located in East Milwaukee. Sushi has been around since the second century A.D. in China. In the beginning sushi was used as preserving food. Fish was place in rice to ferment. This allowed fish to be edible, while the rice was thrown away. As time progressed, the preparation for sushi became more edible together as rice and fish, then later adding seafood. Fresh fish and seafood along with organic vegetables make up some of the main ingredients at Box Park Sushi. An import of the finest wines and liquors worldwide make the bar at Box Park Sushi top class. With the customer options of Karaoke, Hookah, great food menu, great selection of drinks and soft floor dining, Box Park Sushi is above the rest. DEMOGRAPHICS: GENDER – All (Women eat more avocado rolls than men) AGE – 19 to 50 LOCATION – East Side Milwaukee MOBILITY - Milwaukee County Transit System, UBER, LYFT or vehicle INCOME – Average Household Income ($88,584), Medium Household Income ($56,318) EXPENDITURES – Cost of living -11% OCCUPATION – White Collar EDUCATION – No High School 256, Some High School 2,488, Some College 3,085, Associate Degree 860, Bachelor’s Degree 7,742, Graduate Degree 4,847 NATIONALITY – Citizen born 22,313, Non-Citizen born 1,312, Not Citizen 1,436 RELIGION – All FAMILY STATUS – Never Married 13,948, Married 6,583, Separated 191, Widowed 814, Divorced 1,837
CHARACTERISTICS
DESCRIPTION
FRIENDLY
Greet everyone like friends and family.
EXCITED
HUNGRY
DO
DON’T
Friendly greetings when Rude greetings or ignorarriving and leaving. ing customers.
Be excited and interact Non-interactive or boring with customers. while cooking, serving drinks and previewing karaoke. Food prep is slow and unclean. Food service is Food is ready to eat. AroFood samples are ready. slow and unclean. ma fills the air. Excitement creating dishes and drinks. Excitement previewing
Wrong way to place a logo.
Right way to place a logo
The font I used for Box Park is called Damn Noisy Kids. This font is in the comic font categories. The psychology of that font is expressive. This font is communicating fun and free expression. The Sushi lettering is using a font called flashit. This font falls into the rounded type categories. The psychology of this font is friendly. This font communicates friendly to the audience. With the combination of expressive and friendly, I hope the logo produces great results. I changed the bordering color of the lettering and kept it one color. The white color decision gives a strong purity to the logo. When I add a black background, black symbolizes elegance, strength, protection and prestige. I also add a touch of red that streak behind the lettering. The red also symbolizes strength, attention, action, passion, energy and desire. I want to grab the attention of viewers while making them feel safe and motivated. Consumers need to be motivated to eat and have a great time.
Three Assets
Print-Newspaper ads along with supermarket newspapers. Brochures in store and/or with deliveries. Neighborhood newspapers and city welcome print media. Online-Google ads, Facebook ads and Yelp. Email and Amazon discounts. Groupons On-Air-TV commercial ad
BUYING BEHAVIOR WHEN – Lunch time is the best time for the consumers. This is when they have lunch from work or school. USAGE RATE – Rice and seaweed are mostly used. READINESS STAGE – Consumers are ready to order. They know lunch time is now and they know what they want. WHAT – The benefit is the lunch specials for the consumers are great. The BoxPark Sushi is at a convenient location and the food is prepared quickly. Consumers are going back to work or school and need to get their food quickly, so the BoxPark Sushi provides fast and quality service to the consumers. WHY – The healthy benefits provide energy and quick consumption. Students benefit from the enhanced brain activity after eating sushi. LOYALTY STATUS – Many nearby working consumers and students will mark this place their favorite for its quality service and convenience. ATTITUDE TOWARD PRODUCT OR SERVICE – The convenience and the service are great for consumers. Attitude is getting my food fast or enjoying the amenities on the weekends.
BRAND: BoxPark Sushi STATEMENT: Our mission is to provide the best sushi eating experience for all. TOP 2 BRAND VALUES: Quality, Customer Experience TOP 2 CHARACRTERISTICS: Excited, Friendly DIFFERENTIATION: Custom made quick and fresh. Eat while doing Karaoke, Hookah and Floor seating. CLIENT DESCRIPTION: Sushi and Asian food with wines, drinks, hookah and Karaoke. Empathy Map for BoxPark Sushi starts with five sections. ENTICE (Marketing), ENTER (Sales), ENGAGE (Project Delivery), EXIT (Project Closeout) and EXTEND (Wonders where you went). Customer base Empathy Map puts the consumer right in the middle with four sections of research which are SEES, THINKS, FEELS and DOES.
PSYCHOGRAPHICS ATTITUDES – The attitudes towards sushi all depends on the knowledge and experience of sushi from that consumer. If the consumer knows about sushi, then the attitude is based the if that consumer likes or dislikes sushi. If the consumer never had sushi and knows little about it then the attitude mostly reveals a negative response. OPINIONS – Misunderstood information about sushi could lead to false opinions and judgements. Loyal consumers of sushi will have opinions based on their experience of visiting different sushi places. Not all sushi experiences are the same and the differences will generate different opinions. HABITS – The habits can be daily or weekly visits. There are also occasions that can be held and participated in. Many people schedule their visits based on lunch breaks from work or night life activity. PERSONALITY – Sushi eater personalities can vary based on the environment of the sushi place. An upscale sushi place will have upscale personalities compared to a smaller sushi place that is not so upscale. The BoxPark Sushi will attract students, businessmen and women, and everyday working commuters. Personalities could range from high active to on the go. LIFESTYLE – Sushi is viewed as a healthy snack and fulfilling when consumed in large amounts. The lifestyle is considered a healthy lifestyle and sometimes just chicken and fish eaters. HOBBIES – These consumers are active. Some rock climbing, hiking, Yoga, singing, dancing and cycling. Beach goers or surfers may also be participants.