Product Introduction

Original Chicken is a representative Chinese fast food brand, with more than 1,000 restaurants nationwide. With dedication to ingredient sources, it has pioneered a whole-chain standard of “farm to table” in Chinese fast food sector. Committed to cooking delicious chicken soup, it has gained wide popularity in the market for two decades. As a top Chinese fast food brand, it keeps evolving and upgrading in response to market changes. While achieving great commercial success, the brand is now exploring the future of fast food with forward-looking insights.

Today, consumer groups tend to be younger, and have higher expectations and requirements for brand experience. In view of this trend, Original Chicken entrusted BloomDesign to conceive a new restaurant in shopping mall Pano City, Beijing. As a new exploration and attempt, this upgraded restaurant is intended to create a new casual dining mode from the perspectives of operation and experience, to fulfill young customers’ especially white-collar workers’ various demands.

Original Chicken adopts a new mode of 24-hour operation, with the goal to break the stereotype of fast food restaurant and bring a more leisurely, “slow” dining experience. In addition to breakfast, lunch and dinner, it adds afternoon tea, and also serves roast chicken and craft beer at night, which turns its single dining space into a public leisure space. The shift of its operation requires the transformation of its restaurant space.

This restaurant mainly adopts relaxing, leisurely and young design languages. Natural and plain wooden materials coupled with cool-colored and simplistic stainless steel produce a subtly contrasting visual effect. Dynamic electronic screens and interesting Chinese-style illustrations fill the space with a distinctive touch as well as fun, responding to white-collar workers’ multiple needs and expectations.

To enable consumers to perceive the brand’s natural, organic and healthy ideas, BloomDesign adopted “farm” as the design theme and placed many blind boxes containing vegetable seeds at the entrance. Customers can take them for free by scanning codes, thus increasing their interaction with the restaurant. Moreover, the design team created an art installation which cultivates a variety of fresh vegetables. Vegetables naturally grow under the lighting, bringing a fresh and organic experience.  

To offer comfortable and intriguing daily dining experience and satisfy white-collar workers’ dining and socializing needs, diversified seating options are offered, such as booths for two, seating around large table for four or more, as well as counter seating for single diners, which creates pleasant and relaxing dining experiences.

Original Chicken serves fast food, afternoon tea, roast chicken and craft beer throughout different time periods of the day, which enriches urban people’ life. This project, which emphasizes spatial experience, is a new exploration and attempt. It subverts traditional Chinese food experience to cater to young urbanites’ lifestyle. The design keeps pace with times and is full of vitality, which will bring new inspiration to the upgrade of Chinese fast food sector. Original Chicken is now on its way to become a world-famous Chinese food brand. Let’s stay tuned!