Mini Case - From Tasty Dish to Brand Puzzle

A Tasty Meal with a Side of Confusion

I recently had an afternoon snack that turned into an unexpected food adventure. After enjoying some delicious baked mushrooms with a Spanish-style seasoning at a new restaurant in a trendy life-style shopping mall, I decided to write an English review for it. What began as a celebration of good food and a cozy atmosphere soon turned into a branding puzzle—all because of a 55 X 90 mm business card.

The Enjoyable Experience

Imagine this:

• Ambience & Service:

  Comfortable sofa chairs, a refreshing glass of water served before your order, and pleasant background music set the perfect mood.

• Menu & Pricing:

  A set lunch costs about HKD120 (including a 10% service charge) and features fresh, healthy ingredients, even with the help of a Spanish chef.

• Customer Buzz:

  A quick online search shows three reviews, suggesting that this restaurant is still new on the scene.

Everything looked great—until I asked the friendly waiter for a business card.

The Business Card Confusion

Instead of strengthening the restaurant’s image, the business card left me puzzled:

• Side One:

  It shows a Japanese-style restaurant name, its English version, business hours, and a telephone number.

• Side Two:

  It displays eight Chinese characters — “阿六XX、XX雞飯”—which have nothing to do with the Spanish chef or the Spanish-style dishes.

A look at the shopping mall’s website confirmed the mystery—there was no matching restaurant name listed.

Key Insights for Restaurant Owners and Business Leaders

• Consistency:

  • Every detail—from décor and menu to business cards and online presence—should send the same message.

  • Mixed signals can confuse your customers and weaken your brand.

• Communication:

  • A clear brand makes it easier for customers to locate you, both online and in person.

  • Conflicting information, like a mismatched business card, can hide your great work.

• Unified Brand Creates a Great Experience:

  • The restaurant’s look, service, and even the background music should match the brand promise.

  • One small business owners’ preferred personal touch, such as a corporate brand slogan which has nothing to do with the particular business, can make a market positioning ambiguous.

Some Thoughts for the Readers

This restaurant clearly puts a lot of effort into creating a delightful dining experience with high-quality food and a welcoming atmosphere. However, the confusing business card overshadows all that hard work, leaving customers scratching their heads instead of reaching for their forks. For restaurant owners and business leaders, this case reminds us that every little detail counts when it comes to market positioning and brand consistency