DENG RUI-GS62731

BRAND IMAGE DESIGN

Crayfish is a local Chinese catering company that mainly operates crayfish. Its
current business scope includes:
Crayfish, bullfrog, barbecue, etc.
With a modern and healthy lifestyle as the main goal, this brand uses natural and
healthy cooking methods to bring delicious food to everyone.
The crayfish brand was established in 1997 - a well-known local brand.
From 2017 to 2020, the government will support catering brands.

CUSTOMER SEGMENTS

Customer group Portrait

VALUE PROPOSITIONS
The brand advocates the brand concept of natural and healthy, and strives to bring calm and warm
feeling to customers through products. Make customers feel at home every time they visit.

REVENUE STREAMS Joining
fees
Operating
income Brand franchise fee
Brand product usage fee
Store operating income
Take-out operating income
Brand peripheral products revenue

CHANNELS

SOUCE MATERICAL CHANNEL CHANNELS SALES CHANNEL
A physical store
Farmers Take-out
The wholesale market Franchised distributor

CUSTOMER RELATIONSHIPS

A one-
time

The CUSTOMER invisibility
differenc RELATIONSHIP
CHARACTERISTICS
es

direct

KEY ACTIVITISE

Day-to-day operations Holiday promotion Celebration of major Festivals

KEY RESOURCES

Stable supply of goods Stable customers Stable food quality and service

KEY PARTNERSHIPS A FRANCHISE
STORES

Direct chain refers to the fact that the chain Refers to the headquarters and branch to sign
stores belong to the same subject, the franchise contract, authorized franchise
Dealing in the same goods or providing the stores. Use your own logo, business technology,
same services. etc.

COST STRUCTURE

Types of The raw The cost The Energy Other The cost
food material of the rent human costs costs in total
crawfish cost 5% 5% 85-90%
40-45% cost
10-20% 15-20%

Table1：Crayfish cost structure









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