마케팅 특성에 따른 패스트푸드전문점의 공간디자인 분석

Abstract

The fast food restaurant in past had images of junk food by using warm colors, firm chairs for quick turnover. Consumers recognized it as places only to eat. However, the restaurant has brought changes to the point of wellbeing culture. It has affected space design as well as healthy new menu development. Its recognition has become comfortably and healthfully so it"s shown in space design. The value of the impact on space, consumers and brands can be high. The fast food restaurant has been focused on various marketing such as expanding cafe-type stores, providing a space of understanding consumers, etc. This study drew five marketing characteristics in previous research. We studied space design characteristics with brand identity, the sense of place, mutual relationship, eco-friendly nature and an emotional factor. Four cases focusing on commercial supremacy around the university area were analyzed. We wrote a checklist with specific factors in marketing. And abstract and indirect representation was appeared in brand identity. A space of understanding consumers was provided in the sense of place. Regarding mutual relationship, it shall be planned by complementing a space for waiting. In eco-friendly nature, changes to healthy fast food restaurant were found. In general, active and relaxing atmosphere was directed in an emotional factor. As mentioned above, the fast food restaurant was being developed as consumers were agents.