Tianbao Szechuan Kitchen: Positioning an F&B Brand

Case Solution

Lewis Lim, King Yin Wong, Boon Chong Lim
ABCC at Nanyang Tech University ()

In this case, we are talking about a small Singaporean restaurant that offers authentic and refined Szechuan (or Sichuan) cuisine different from the typical ultra hot stews that consumers often associate with Sichuan food. As a small player in the F&B scene, Tian Bao Szechuan Kitchen faces the challenge of establishing itself as a distinctive brand in a busy and competitive market dominated by large and powerful restaurant chains like HaiDiLao Hotpot, whose names are almost synonymous with product category. . Tian Bao also faces the challenge of educating consumers and reshaping their less sophisticated perceptions of Sichuan food.

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