Assignment for the crash course on creativity o

1. Observation Lab
A crash course on creativity

2. Introduction
● In the following slides will be presented 4
different restaurants/stores with some
remarks about them and some
opportunities
● The assignment is incomplete: only 4
stores instead of 6 and many questions
of the reference guide were ignored (mea
culpa)

3. "Hideki Sushi" Restaurant

4. "Hideki Sushi" (continuation)
● About
○ A standard japanese restaurant in São Paulo
● Remarks
○ Very simple, very standard
○ Food is on average (not bad but could really be
improved)
○ Lacks air-conditioner in some spots, unlike similar
restaurants
○ Lacks a menu or display of dishes

5. "Hideki Sushi" (continuation)
● Opportunities
○ Could create some "killing dishe" (like a special and
tasty temaki) so it could gain some market
differentiation from other similar restaurants in town
by providing a unique (in taste or quality) dishe

6. "Twin Burger"

7. "Twin Burger" (continuation)
● About
○ A restaurant and snack bar, serving mostly burgers
and "beirutes" (a sandwich using Syrian bread)
● Remarks
○ Strong air-conditioner, comfortable place for sunny
days
○ Many juice options

8. "Twin Burger" (continuation)
● Opportunities
○ Could provide more "high-end" burgers, like the
"premium" Black Angus burger in some restaurants

9. "Nellos"

10. "Nellos" (continuation)
● About
○ Nellos is a traditional italian restaurant in São Paulo
● Remarks
○ Very focused on the founder's biography (linked to
cinema), with many pictures and texts hanging
around
○ Many regulars are middle-aged/elderly people (when
compared to most restaurants)
○ Nice ambient temperature

11. "Nellos" (continuation)
● Opportunities
○ Try to appeal more to young people to grab new
customers
○ This can be done through ingenious marketing
initiatives

12. "The Gourmet Tea"

13. "The Gourmet Tea" (continuation)
● About
○ The Gourmet Tea is a vegetarian restaurant and tea
store
● Remarks
○ Very broad catalog of tea blends for selling or
immediate consume
○ Very colorful place
○ Nice environment temperature
○ Include some unusual (but good) dishes, including
ones that use tea on its composition
○ Very restricted space (few tables), and a somewhat
exclusive ambient ("veggies hipsters only")

14. "The Gourmet Tea" (continuation)
● Opportunities
○ Could extend the dishes to include non-vegetarian
food. This combined with the tea appeal, could make
it a very popular restaurant
○ Also it could expand to a larger place

15. Other Thoughts
● A characteristic that is critical to all places is
the presence (or absence of) a good air
conditioner
● In the hot days of São Paulo, people tend to
pick the place based on how cool/cold the
restaurant will be, so the thermal conditions
become a great differential