72 Street - Brand Awareness Survey
Company overview
72 Street is a Chinese fast-casual dining chain brand under the umbrella of Guangzhou Qīshí Jīgōng Catering Chain Development Co., Ltd., founded on June 20, 2008, with its headquarters in Guangzhou. The brand expanded into the Shenzhen market in 2012. Starting in 2015, 72 Street launched a self-service restaurant model centered around 'pork bone rice,' which has since expanded into seven product lines and over 40 menu items. As of September 2019, 72 Street had reached 149 direct-operated stores nationwide, with its business network covering multiple cities across South China.
Research background
With rapid expansion of store count, consumer brand awareness, preference levels, and evaluations of service experiences directly impact market growth and competitive positioning. To understand current brand recognition and communication effectiveness, and to identify service shortcomings, 72 Street needs a systematic understanding of how consumers in different regions perceive and recognize the brand, enabling refinement of brand strategy and service implementation.
Research scope
In June 2019, 72 Street commissioned CEIDEA Research to conduct a brand awareness-focused study across seven districts of Guangzhou: Tianhe, Liwan, Yueshu, Haiju, Puyu, Panyu, and Conghua. The research employed on-site iPad-based questionnaires. Research personnel conducted field surveys in high-traffic areas such as streets, commercial districts, and subway stations, distributing questionnaires to diverse age groups and consumer segments. The entire process was monitored in real time to ensure sample quality and data validity. Survey content included brand familiarity, awareness channels, preference levels, brand image impressions, and user experience, along with comparative perceptions against competitors, service feedback, and improvement suggestions—providing essential insights for a comprehensive brand profile and service enhancement.
Expected outcomes
The final research report will deliver a detailed analysis of brand awareness and recognition pathways, clearly identifying regional and demographic differences in attention levels, and pinpointing gaps in brand communication and service delivery. The report will provide strategic guidance for optimizing marketing promotion, channel development, and standardization of store operations, helping 72 Street enhance consumer awareness and brand affinity, thereby achieving sustainable growth and strengthened market competitiveness.
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