A snack, a dish, directly rise and fall of a shop, related to the evaluation of tourist destinations by foreign tourists, related to the image of the city in the locality. A snack, a dish, contains the fireworks of the world to endorse the city; a snack, a dish, can be shaped into a brand.
Zhao Yonghao (right)
At the launching ceremony of the "Jingyang Gang Liquor Industry Cup" Liaocheng SpecialTy Food Brand Review and Certification Activity held recently, Zhao Yonghao, associate professor of the School of Fine Arts and Design of Liaocheng University and brand consultant of Liaocheng Hotel Industry Association, made a speech. This article is a summary of its statements.
< h1 class= "pgc-h-arrow-right" > a center (branding</h1>).
Make a dish a brand and glorify a store
The raw materials, accessories, seasonings, etc. of snacks or dishes should be regulated, which is the initial stage of brand building. The process of selecting and discovering raw materials is full of stories. For example, Linqing's pallet tofu, first of all, is good tofu, just made hot, with a simple pallet, without any seasoning to add, does not prevent it from becoming people's favorite snack.
Tray tofu
Supporting materials can also be the protagonists of storytelling. Liaocheng's local original Millennium Dragon Hotel, a dry fried yellow croaker twenty years ago, has been popular in Shuicheng for many years because of its paste-hanging technology and fire control. That dish contributed greatly to the hotel's profit contribution and the spread of the hotel brand.
The process of seasoning is also full of various performance opportunities. For example, the traditional meat dumplings of Yanggu and the later deformed meat dumplings (actually meat cakes), the heavy spicy flavor, is a kind of identity and personality representation, which is beneficial to shaping the brand.
The cooking process and links are full of hand-passed qualities and mysteries, making it easier to condense and extract catchy adherence to the law and brand proposition. For example, Wang Shouyi thirteen incense, nine steamed nine sunburned black sesame pills, six six smoked Wei Lao six smoked chicken...
The founder or inheritor of a snack or dish can be the subject of storytelling and cultural excavation. Legends, allusions, stories, local customs, etc. can all become heroes in product or communication, and thus premium in meaning and value.
For example, the ancient city of Xinxian Mandarin duck cake combined with Luxi's pasta production methods and people's living customs, pulled the historical figure Zheng Banqiao into it, although there is no root and no evidence, but the cognition is reasonable, Zheng Banqiao can completely endorse the Mandarin duck cake.
For another example, Liaocheng's que-da is wandering in other places, calling for "Yuanyuan cake", and it seems quite reasonable to endorse Liaocheng and Deng Zhongyue Fu of the late Ming and early Qing dynasties who are rich in economy and culture.
Gao's glass pills
This fusion of character stories in the dish will make the dish even more powerful. Even without the endorsement of celebrities, as long as there is inheritance, history, and people living in it, there is still a cultural connotation, which is convenient for forming brands, such as Xinxian water chestnut balls, Gao's glass balls, Dongchangfu sugar crispy fish, jar meat, lotus leaf chicken, cloth bag chicken and so on.
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The outstanding characteristics and spiritual aspects of the brand's dishes
In Liaocheng, the Sub-plates of Qilu culture, Yanzhao culture, Central Plains culture and even Qin and Jin culture are integrated and evolved, and the diversity of regional cultures is projected onto the abundance of products, which is bound to give birth to brilliant cooking techniques and finished semi-finished products. The rich and diverse special snacks and dishes all reflect the background of farming culture and the living color of commercial culture.
Shouzhang meat hammer mud balls and tile pots
The agricultural civilization of the Yellow River Basin is dominant, and the cauldron cakes of Hanzhai in Dong'a Niujiaodian, the zhuang steamed buns and glass balls of Yanggu Zhangqiu, the high-pile steamed buns and meat dumplings of Shouzhang, the meat cakes of Chaocheng in Xinxian County, and the jiaoli balls in Fan County are all flashing with heroic human brilliance and courageous spirit in the majestic Yellow River ramming songs and melodious Yanggu whistles. He had eaten enough, drunk enough, roared and shouted, crossed the Yellow River, went up to Liangshan, and was full of heroism.
Dong A pot cake
Dong Ahai 28 banquets, Yanggu Shouzhang and the three dropout tables in front of the stage, Xinxian and Fan county's 38 seats, the dishes are rich, hot and cold are orderly, the priorities are clear, the Confucian hospitality between cups and cups, qilu's arrogance and arrogance, and the central plains's neutralization and righteousness are everywhere. Although a dish is a dish, the process of tasting becomes culture. The host and guest sides are divided, showing goodwill and game, sword and light sword shadow, there are back and forth.
Steamed bowl of meat
Canal dock culture is a settlement culture that is different from farming. They are open and inclusive, they are shrewd and well-connected. Working hard and enjoying life are their values, and going out to eat in the morning is their universal view of eating and daily life.
Bean foam
A bowl of soy milk, a sugar lid and a few fruits, a bowl of tofu brain, a triangular fire, maza, a low table, an old man, sit down, leave, that calm, cooked, good time, and the owner's unfazed and conscientious intentions of a tone. Going out to eat and eat well is the pursuit, and it is the starting point.
Linqing assorted noodles
It can be said that the food level and food culture of the northern docks represented by Linqing are not lost to any southern city. In the humble streets or alleys of Linqing, there is a small restaurant, a husband and wife stall, and there are surprises and admirations for food and drink. Linqing's assorted noodles and pounding chicken noodles, the craftsmanship is vast, the form is trivial, regardless of consumables and hardships, the cups, plates and dishes are extremely rich in Linqing and the pride of Linqing people.
It is cooked at the prayer hall table
A snack, a dish, can become the spokesperson of the local city brand.