The cart bar industry is experiencing severe competition in the saturated bar market due to a short life cycle and a rapid change of trend. Chilseong Pocha, which is a cart bar franchisor, is a brand combining the concept of a cooking bar with delicio...
The cart bar industry is experiencing severe competition in the saturated bar market due to a short life cycle and a rapid change of trend. Chilseong Pocha, which is a cart bar franchisor, is a brand combining the concept of a cooking bar with delicious drinks specialized in chicken dishes most preferred by the public, currently having 113 franchisees. However, currently, it seems that Chilseong Pocha has no differentiation for cart bar brand because consumers consider it as a second mover. In addition, it can be seen that the interior concepts for the existing cart bar brands show the retro-style feeling and indicates the market with same images but different brands. Therefore, it is the best strategy to make a visual space recognized with a strong point of symbolism for overcoming the limit of its being recognized as the common cart bar brand and becoming a unique brand.
This study intended to establish a strategy for store interior of ‘Chilseong Pocha’, a franchise cart bar brand, by developing a design system as the subject of the Small Enterprise and Market Service. First, the theoretical background for brand personality is researched through the preceding research, and a strategic situation analysis is based for developing a brand strategy process and interior system. This study derived an interior draft after analyzing consumers’ needs based on the pre-investigation. The result showed that consumers visit a cart bar once or twice per month for promoting friendship with their friends. In addition, the time slot for use is 8:00 PM ~ 10: 00 PM, and there is no significant difference among cart bars, except for HANSHIN POCHA, as a preferred cart bar. As to a consideration for choice, taste is considered with top priority and there is no substantial difference among brands. Based on the result of the study, it was possible to establish a strategy through the process of applying brand personality for each item and to obtain results through such strategy plans. This author hopes that this study will contribute to increasing a sense of awareness to consumers beyond the trend or taste, through the constant analysis on interior design of cart bars and making it as a firm brand to consumers by properly coping with the changing marker.