Goals of the project:
The goal of the contest is to create a one-brand chain cafès of Thun in Italy (and later abroad) that:
Emphasize on the brand, Thun
Reach new target clients
Focus on health and well-being in Alto Adige (Food and lifestyle)
International launch of the brand (next step)
Integrate the sales of Thun objects and products to increase the geografical covering in Italy and create opportunities for small additional sales
Numbers regarding points of sale and timing:
50-100 POS in Italy and growing gradually in the next 10 years.
Business Type;
Cafeteria + giftshop with objects and products of Thun, therefore combining the consumption (food and drink, see photos) with novelty (limited 8-12mt linear, see photos)
Opening hours: 7.30 AM – 9.30 PM (14 hrs)
Open 7 days a week, all year round (depending on the location)
Time Peak: Morning and early evening
Focus: Coffee and hot drinks, pastry, sweet and savory baked goods
Integrations: Easy lunch and Thun shop
Vision
Thun Café aims to be a place where the client feels “pampered”, to enjoy moments of small routine pleasures through:
The setting: welcoming, warm, joyful and fairytale-like
The service: Kind manners and attention towards the client, comfort zone for the clients such as wifi, charging station etc,
Food & drink: Special & exclusive food and drinks offer (such as bagels and pretzels), iconic thun pastries and chocolates, ligh quality and natural local products of the region of Alto Adige,
Style/Design:
The location must have these features:
Elegant but dynamic style, clear and fresh, to be used during daytime until early evening
Timeless design: Linear and clean background, not to fancy, single brilliant elements
Italian lifestyle image, high quality, dolcè vita
Coherent to the values of the brand: “In our fairytale world we bring back emotions from childhood back to life; dreams, magic and warmth. Our products, identity and behaviour, transform these emotions into daily routines that bring joy to us and others.
Value: Thun enriches life with intimity, warmth and “good thoughts”.
Artisan and handcrafted
Family and tradition
Distinctive Thun icons: angels, animals, heart, sun, flowers (see photos and website)
Staging and decoration: Custom decorations of the concept of the point of sale based on special occasions such as Valentine’s day, Spring, Summer, Christmas etc. (see the examples of the visual concept point of sales)
Products:
Food & Drink:
Large variety during the day for different occasions of daily consume
Small menù, few dishes, high quality and fresh
Focus on Alto Adige products
Quality: organic, natural and local products, artisan product from local laboratories. (no kitchen in the point of sale, only plating)
Giftshop with Thun products (see website)
Gifts and products for the special occasions such as Valentine’s day, Christmas, Summer, Spring etc.
Thun’s ceramics and china from “Caffè al volo” line,
Gift packs with food (cookies, chocolates, etc)
Price list
Coffee at the counter €1, served at table €1,20
Cales 4-6€
Lunch: 10-15€ per person (main course, water, coffee)
Thun gifts 10-15€ (lower prices comparing to current points of sale, in order to encourage the imagine of a quick and affordable gift)
Target client:
Male and female, younger range (20 – 40), plus our current target which is 30-35 females
Dimentions of Point of Sale:
50 -100 sq m (depends on the location). The precise dimensions will be set upon the best concept that you think can be applied to this project.
N.B. The floor plan that is attached to this contest is only for indicative reasons, to give an idea on dimensions and spaces. No commitments required
Location of the point of sale
In the busy streets of the city centre
Naming
Caffé Thun o Thun Caffè
The logo and the name should tranfer the “Italian” lifestyle
