MOUSE TRAP
“Being trapped is sometimes fun and delicious!”
As equally important as the taste of the food offered in a restaurant, the success of a business also lies in the strength of its brand. Branding is first represented by the name of the restaurant. If you think of Mang Inasal, you may think of chicken and unlimited rice. If you think of Goldilocks or Red Ribbon, you may think of cakes. W
hen we say Strabucks, we may think of coffee -a good cup of luxury coffee at an affordable price. These examples are based on psychology's law of contiguity where things or events that occur close to each other in space or time tend to get linked together in the mind. So, when I ask you what do you think of a mouse trap? You might probably answer that it must have a cheese placed on it. With this answer on hand the name of our restaurant, The Mouse Trap, gives a direct impression that cheese is the concept of the business. It is an unusual name for a restaurant but it is recognizable enough to be associated with cheese. The peculiarity of its name aims to make an immediate attraction with the prospective diners. It is also made to create a strong branding for the restaurant that when you hear The Mouse Trap restaurant, you will think and crave for cheese. But aside from its psychological inference, the naming of the restaurant is actually a eureka moment. The idea came up when one of our professors, Ms. Vanessa de Guzman, mentioned something about rats that when you place a food somewhere, they will be eagerly going there. It was an Aha! moment upon hearing it and thought that a mouse trap would be a good concept. In a parallel idea, the cheese-stuffed dishes(cheese, what we often think as a perfect mouse bait although it is mythological) will make people ( mice) go into the restaurant (mouse trap).
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