Chapter 2 Theoretical Foundation

CHAPTER 2 THEORETICAL FOUNDATION 2.1 Restaurant Restaurant is a place or building that organized in a commercial way, which arrange a well-organized service to all guests whether it is food or drink. Restaurant plays a significant role in our lifestyle, and dining out is one of a favorite social activity. That is why restaurant industry keeps developing each time. According to Walker (1944) restaurants can be segmented into a number of categories: • Chain or independent and franchise restaurant, such as McDonald’s, Union Square Café, or KFC. • Quick service sandwich, such as burger, chicken, and so on; convenience store, noodle, pizza. • Fast casual, such as Panera Bread, Atlanta Bread Company, Au Bon Pain, and so on. • Family, such as Bob Evans, Perkins, Friendly’s, Steak ‘n Shake, Waffle House. • Casual, such as Applebee’s, Hard Rock Café, Chili’s, TGI Friday’s • Fine dining such as, Charlie Trotter’s, Morton’s The Steakhouse, Flemming’s, The Palm, Four Seasons. • Other such as, steakhouses, seafood, ethnic, dinner houses, celebrity, and so on. 5 2 In Jakarta, there are many choices of seafood restaurant. From the roadside tent until the expensive and exclusive restaurant, which has Indonesian taste until International taste. All can be found easily in every corner of Jakarta. There is one developing seafood restaurant that started to be known by the society, which is Rasane Seafood. This restaurant is well known with its crab dishes, especially smoked crab, eggs, and jumbo. Rasane Seafood is the pioneer on smoked crab, and since Rasane Seafood often covered by electronic and printed media, many other restaurant started to make their own smoked crab too. As a brand that started to be known widely, Rasane Seafood should have a professional visual corporate identity. By having three logos for one brand, it only makes the society confuse and it did not work well for the brand. Hence, Rasane Seafood needs new logo to lift up the brand image. 1.2 Scope The purpose of this thesis is to create the alternative design for Rasane Seafood corporate identity as well as the supporting graphic elements. The applications also will be done into fifteen printed media. 3 1.3 Aims and Benefits 1.3.1 Aims The aims of the research are to create a brand new visual identity that has a strong entity for Rasane Seafood, and also to fix Rasane Seafood logo that did not represent Rasane Seafood philosophy. As well to make the graphic elements and to apply it to various media related to its needs. 1.3.2 Benefits • To increase people awareness about Rasane Seafood’s corporate identity • To increase the image of Rasane Seafood. 1.4 Structures This thesis is consisting of seven chapters. The first chapter is to explain the background of the company, define the problems and why the problems need to be solved. In the other hand, chapter two is to gather the theoretical foundation to support the writer’s idea. Chapter three is consist of the specification of research objects, sampling method, data analysis that had been done by the writer’s. That means history of the restaurant, the restaurant vision and mission, the restaurant organizational structure, target audience, corporate identity, the restaurant future plans, SWOT analysis, and also alternative solution for the problems. 4 Chapter four is about strategy and approach. It discusses the steps of designing the solution for the problem, such as communication strategy, Creative strategy, visual strategy and media strategy. While on chapter five, it explained about the visual design implementation. Chapter six is to evaluate and clarify the most important results. It is to show the figure of the media planning and implementation. On the last chapter, which is chapter seven, consist of conclusion and recommendation. In conclusion it contains the general conclusion of the results of implementing the solution. While on recommendation section, it contains suggestion, recommendation and advices which should be taken in order to better solve the problem. .

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