尚百客
时尚面馆，百客盈门
项目背景：
餐饮业是我国开放较早的行业，虽然开放较早但是却没有实质性的进展。国际的知名餐饮企业不断的冲击着餐饮市场，同时也对我国的餐饮经营理念、服务、氛围、饮食结构等方面带来了深切的影响。但是也暴露出中餐的一些问题，由于中餐要求的品种多，而且烹饪工艺繁琐，不能像肯德基、麦当劳那样随着季节的变化及食客不同的需求而产生不同的产品，更不能像知名的快餐企业一样做到标准化、工厂化的生产，所以“走出去”的路显得步履艰难。另一部分，参与到国内市场的竞争，历经几十年的竞争，只有极少数的餐饮企业得到了发展和壮大。通过竞争，我国的餐饮业发展已经进入了投资主体多元化、经营业态多样化、经营模式连锁化和行业发展产业化的新阶段。
Background of the project:
The catering industry is industry of our country and opening up earlier, while opening up earlier but no substantial progress. The well-known catering enterprises international continuous impact of the food and beverage market, has brought profound effect but also on China's catering business philosophy, service, atmosphere, diet structure etc.. But it also exposed some problems of Chinese food, Chinese food requirements due to the varieties. Through competition, the development of the catering industry in our country has entered the investment diversification, diversification of business format, chain business model and the industry development of the industrialization of the new stage.
面临挑战:
随着中国家庭结构的变化，三口之家已经逐渐成为餐饮消费的主体;大众化的、个人付费的餐饮消费已经成为中国餐饮市场的主流;传统中餐的大酒席形式慢慢被小餐桌的分餐制所代替。
在2015年品牌影响力将成为餐饮市场激烈竞争的必胜法宝，随着人们在就餐环境、体验等方面的要求越来越高，名气大、品牌响的餐厅将越做越大。餐饮市场的竞争，必将回归到品牌间的竞争。同时，资本扩张将成为2015年的年度大戏。知名中餐连锁店开始提炼经营技术、积淀品牌价值、整合上下资源，融资扩张成了餐饮业加速发展的新模式。
Facing the challenge:
With the changes in Chinese family structure, family of three has gradually become the main food consumption; mass and individual pay food consumption has become the mainstream of China catering market; large banquet forms of traditional Chinese food slowly replaced by meal points small table.
In 2015, the brand influence will become fierce competition of catering market to win a magic weapon,brand loud restaurants will be bigger and bigger. Renowned Chinese food chain began resources integration management technology refined, financing the expansion into new mode of catering industry to accelerate the development of.
解决方案：
先知中国为其命名“尚百客”，名称独辟蹊径，具有与众不同的格调。该名称出自先知中国的命名实验室。当初，实验室项目组在承接到该项目后，对餐饮行业的现状及竞争情况做了细致的梳理与分析，并以其目标消费人群为年轻群体的这一定位为参照，提出了“时尚”的核心概念。以此为创意原点进行思维发散和头脑风暴，最终提出了“尚百客”一名。该名称传达了一下几个重要的信息。一，时尚餐饮（针对年轻群体），二、多样化的餐饮服务（服务内容与特色），三、餐饮服务。可见，在短短的三个字间，包含了多个重要的关键信息。
The solution:
The Wewin Chinese named for its "is a guest", a name, is out of the ordinary style. The name derives from the Wewin China named laboratory. Initially, the laboratory project group in undertaking to the project, made classification and careful analysis of the situation and competitive situation of catering industry. As a creative origin of divergent thinking and brainstorming, finally put forward "is a guest". The name conveys a few important information. A fashionable restaurant (, aimed at young group), two, the diversification of the catering services (service contents and characteristics, catering services, three). Visible, in the short three words, including a number of key information important.
