MENU - MAKE YOUR DISH by Ocsso for Viva!!! Chopperia E Restaurante

MENU - MAKE YOUR DISH

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Industry Restaurants, Pubs & Bars
Media Design & Branding
Market Brazil
Agency Ocsso
Designer Adriano Mello, Thiago Panegassi, Ricardo Braghetto, Daniel Cestari
Photographer Derli Mello
Released May 2010

Credits & Description

Category: Publications & Business Communications
Advertiser: VIVA!!! - CHOPPERIA E RESTAURANTE
Product/Service: MENU
Agency: ÓCSSO
Date of First Appearance: May 10 2010
Entrant Company: ÓCSSO , Mogi das Cruzes , BRAZIL
Chief Executive Officer: João Henrique Santo (Ócsso - Design Estratégico)
Designer: Thiago Panegassi (Ócsso - Design Estratégico)
Designer: Ricardo Braghetto (Ócsso - Design Estratégico)
Planner: Paulo Lima (Ócsso - Design Estratégico)
Designer: Adriano Mello (Ócsso - Design Estratégico)
Designer: Daniel Cestari (Ócsso - Design Estratégico)
Photographer: Derli Mello (Fólium - Escola de Arte)
Translator: Daiane Barbosa (Ócsso - Design Estratégico)
Media placement: Menu - Restaurant - 10 May 2010

Describe the brief from the client
"Viva Chopperia e Restaurante (Viva Restaurant & Pub)" is located in a noble neighbourhood of Mogi das Cruzes and counts with older customers who have acquisition's power. It has several options of main dishes and tidbits from lunch to dinner. Due to its rigorous' customers, it is always searching for actions that makes the customer becomes loyal to the brand.

Describe the challenges and key objectives
Using design's concepts, we were looking for a solution to enhance the Make Your Dish's strategy. As this technique was already in use by others restaurants and given as "common" by the clients, somehow we needed to innovate the restaurant’s proposal in a way to the Make Your Dish’s strategy becomes again the differential on the competition. So this way the customer could see the principal benefit from it.
The objective was offer to the client an experience which adds value to the strategy and to the brand “VIVA!!!”.

Describe how you arrived at the final design
Thinking about the experience that could be generated, we gave priority over points like convenience, surprise and autonomy. Therefore, the menu would be the client’s own dish, plus indeed give him the sensation of setting up his dish even before ordering it.
The inside pages of the menu were divided in three classes: Mixture, Garnish 1 and Garnish 2. For each class there are a couple of options (predetermined) and the customer can browse one by one. Once the classes’ options are chosen, the costumer goes to the next step until he sets up his perfect dish!

Give some indication of how successful the outcome was in the market
The surprise and satisfaction of the customer is clear. The service and environment, followed by the product, attaches value to it and increases the cost imagined by the customer.
Word-of-mouth is what brings results to the restaurant. On the first month the customer s increased by 35%, all caused by curiosity and other’s indication. Besides that, each new customer’s experience approaches them to the brand and fixes a positive memory of it!