Hong’s Kitchen
A Bold Offering on Chinese Dining

Chinese is the second most consumed cuisine in India, right after Indian. Although immensely popular amongst 18 to 35-year-olds, dining options are poor as the market is polarised. At one extreme, cheap and low quality street vendors, and at the other end, expensive and fine dining restaurants.

Discovering this clear gap, Jubilant FoodWorks (operators of Domino’s and Dunkin’ Donuts in India) commissioned FITCH to develop a new restaurant concept for mid-market India. The brief was simple: Create a refreshingly new, bold and contemporary take on Chinese dining that millennials would find unintimidating and inviting.

The ‘Hong’s Kitchen’ name was established after an extensive naming exercise. The brand identity is bold, fun and friendly, and depicts ‘Mr. Hong’ as the symbol and ambassador of the new brand.

Our fresh and contemporary take on Chinese cuisine and culture avoids the tired clichés that are so often used in Chinese restaurants across India. Instead, we captured the essence and magic of Chinese streetscapes through an authentic and unique interpretation of Asia. The end result is a vibrant and modern restaurant that reflects the sights, sounds and smells of food prepared at street stalls.

Live cooking stations with flaming woks create theatre, with the concept extended throughout the interior graphics and illustrations. In addition to brand positioning, naming, identity and experience design, FITCH also designed the menu cards, environmentally-friendly packaging and staff uniform.

Experience by: FITCH India

The expertise of LANDOR & FITCH APAC.

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