CreativeBrief Cucina Higala
CreativeBrief Cucina Higala
CreativeBrief Cucina Higala
Cucina Higala – Good friends, good food. This is the newest modern Filipino and
heritage cuisine restaurant to open in Cagayan de Oro City that offers its own twist
since it specializes in dishes from Northern Mindanao. It is located on Capistrano and
Mabini Streets (the former Thai Me Up). The restaurant gets its name from “Cucina,” the
Spanish word for “kitchen, while “Higala” is a vernacular word that can mean either
“friends” or “family.” This matches up perfectly with Cagayan de Oro as the City of
Golden Friendship. At present it can seat up to 200 customers all at one. Cucina Higala
is owned and managed by a local corporation called the TFC Group.
Objectives:
The dessert is a local and different Sizzling Binaki with caramel sauce. Every Kagay-
anon knows what Binaki is as a type of steamed sweet corn tamales. This one really
gives a twist with its own caramel sauce and ice cream on top.
Their current position is that Cucina Higala is the only Filipino that serves different
Region 10 provinces’ specialties in Cagayan de Oro and they are also serving foods
that can be only seen during fiestas in our native province in a traditional way.
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To that future perceived position
In the future perceived position Barrio Fiesta will maintain their image as ethnic
restaurant but also at the same time it is open for modernization.
Brand Personality
To be described in 3 to 5 words and one picture
TRADITIONAL, ETHNIC, RESEMBLANCE AND FESTIVAL.
We are looking for Filipinos ages 18-60 years of age who have bought their own
Brand-New Toyota Vehicle Unit and waited for their vehicle to be released.
We are talking directly on Filipino FAMILIES aged 18-60 yrs. of age. They are the
families that want to spend their family time together (which they also want to
enjoy their freebie/gift certificate to different Toyota Cagayan de Oro Partners) but
want to have a good amount of discount. They are also the customers that crave
for their provinces "SPECIALTIES" such as the Surol from Camiguin, Beef
Rendang from Lanao Del Norte, and Cagayan de Oro’s Sinuglaw and Humba,
Sizzling Binaki from Bukidnon, and other traditional and festival dishes. Even
though foreign restaurants are now more cliqued in some customers they still want to
taste a "LUTONG-BAHAY, and LUTONG-PROBINSYA" foods. They are the
consumers that are too busy to cook at their homes of their favorite Filipino
delicacies and don't want to spend too much time preparing dinner or lunch for
their family.
Sources:
http://aboutcagayandeoro.com/cucina-higala/
https://www.scribd.com/document/28696826/CREATIVE-BRIEF