My brief is to brand a new burger bar/restaurant called The Ultimate Burger Co. the idea behind The Ultimate Burger Co. is that it gives the customer the chance to personally select every element that makes up their ‘Ultimate Burger’, from the meat to the bread and all the added extras, with the option of making their burger into a combo meal by adding sides or a drink to make a meal. The customer can even upload their ‘ultimate burger’ combinations on to the website where people can gain inspiration and vote for the best one which would be named as ‘Ultimate Burger’ of the month and would be available to order in the restaurant. 

The closest competitor for The Ultimate Burger Co. would be Gourmet Burger Kitchen however The Ultimate Burger Co. is unique in that Gourment Burger Kitchen or any other burger bar/restaurant don’t focus on the concept of the customer selecting every aspect of their burger and customers love it when things are made suit them personally this is what I think makes it stand out from the rest.

My main inspiration for restaurant has come from the mexican food chain ‘Barburrito’ where the customer is able to select step-by-step everything that goes into their burrito. I really liked the idea of the customer being in charge of their meal and decided that burgers are a good example of where everyone likes different things on them so what better way of satisfying the customer than letting them decide.

My demographic is not a set group of people but I think that groups of friends, young couples or even families would be the main targets for The Ultimate Burger Co. and I think that I want it to have a fun, younger image.

I have been doing research into different types of restaurants and burger bars to see the kind of branding that is out there already I will post some of my research soon.

I have been doing loads of research today to try and catch up as I have started from scratch on my idea….

I have decided to brand a restaurant and some ideas that I had so far are:

• Bringing a number of cuisines together into one restaurant
• A tapas (little dish) restaurant based on a cuisine other than spanish and italian (which are already on the market). 
• A restaurant where the customer builds their meals from scratch adding all the elements that they want to make the perfect meal, choosing your meal step-by-step or even certain meals available on certain days. 

From the step-by-step concept I have developed the idea of having a ‘build your own burger’ restaurant, I think I’m liking this idea at the moment, I have started doing research and making notes to see where this idea goes….