Walk down a major pedestrian street in China and look around at all the food service retail outlets. You come to a realization fairly quickly that most of them have cute characters as mascots at the shopfronts. Chinese think cartoon mascots are cute and like to bring their kids into these types of establishments. Cute mascots are especially appealing to young middle or high school girls who are frequent customers for lower priced fast food or snack shops.
Ajisen Ramen is a leading noodle chain in China with over 600 stores. They ran into some food scandals recently but the logo is definitely engaging!
You can say that these mascots are not as cute as Hello Kitty or Mickey Mouse but the Chinese seem to like them and they give the customer a warm feeling about the brands.
Do you have a cute mascot representing your retail food service brand?