Szechuan Gourmet

Szechuan Gourmet

Part Ⅱ：Brand Audit

3) Brand Analysis

  Szechuan Gourmet is a Chinese restaurant brand. New York Magazine says, “The name may be generic but Szechuan Gourmet is anything but ordinary.” Known in Manhattan as one of the only authentic Szechuan eateries around, Szechuan Gourmet not only serves up classic and delicious fare, but they do so at an incredible price. They have a mix of standard Chinese favorites and traditional Szechuan dishes, so no matter what you’re looking for you will be pleasantly surprised. 

1. BACKGROUND

History

  The first Szechuan Gourmet which located at 21 W 39th St, New York was founded in 1996 by a Chinese Mr. Huang who is a top chef of Szechuan food; two branches which located at 1395 2nd Avenue and 242 W.56th Street being founded in the years that followed.

Private Ownership

  Szechuan Gourmet is a privately owned company and has been controlled by only one person Mr. Huang in its 20-year history.

Brand Portfolio

  Szechuan Gourmet brand includes Szechuan Gourmet and Dip Dip Hot Pot.

1. BRAND INVENTORY

  In recent ten years, Szechuan Gourmet has quickly extended around New York City on the strength of its unique style, ingredients and flavors of food from Szechuan province.

Brand Elements

  Szechuan Gourmet’s most distinguishable brand element is its authentic Szechuan food.

Product

It provide genuine Szechuan food which is the most popular and considered to be “The food of the people”. Szechuan food is tingly, spicy, fresh and traditionally utilizes wild/raw ingredients from its local rivers and organic livestock; Dishes incorporate frying, stir-frying, dried, ground and braised ingredients. Taste is priority in Szechuan cuisine, famously consisting of “fish-flavor”, red hot oil, “strange-taste”, red chili peppers and Szechuan peppercorns.

 In addition, its Dip Dip Hot Pot provides characteristic Szechuan hot pot dishes include thinly sliced meat, leaf vegetables, mushrooms, wontons, egg dumplings, tofu and seafood.  

 Pricing

Its Price range: Appetizers, $2.25 to $15.95; entrees, $8.95 to $26.95; desserts, $3.95 to $4.50 Special lunch-menu dishes, $6.95 to $9.95 at moderate prices that appeal to working class and student group (Frank Bruni).

Distribution

  All the three restaurants of Szechuan Gourmet are distributed in Manhattan Midtown.