B r a n d Manual鲜肉煲仔饭｜潮汕砂锅粥潮汕汤粉｜潮汕肠粉｜手作糖水Little pan rice Casserole Congee Powder SugarWater笨 ， 是 我 们 对 食物的最高诚意

我们如何定义笨笨 人 只做三件事选 米 选肉等火候笨煲食堂甘愿做个“笨”学生——精选老农手栽的丝苗米，用屠宰场6小时直送的鲜肉，守一灶现煲的笨功夫。真正的烟火气，是生米与陶煲碰撞480秒迸出的焦香锅巴，是腊肠油脂渗入米粒的每一条纹理，是拒绝任何预制菜对味蕾的粗暴敷衍。

C r a f t s m e n o n l y d o t h r e e t h i n g s

C h o o s e r i c e , m e a t , a n d o t h e r c o o k i n g m e t h o d s

Boonmbooo Canteen proudly embraces being the \"foolish\" apprentice —selecting agedfarmers’hand-cultivated SiMiao rice, using fresh meat delivered within 6 hours fromthe slaughterhouse, and guarding the \"foolish\" craft of clay pot cooking. True culinary soul lies in the 480-secondalchemy: the raw rice and clay pots collide to birth a crispy, caramelized crust; the lardfrompreserved sausages seeping into every grain’s core; and a resolute rejection of pre-madedishes’bland compromise to the palate.

H o w s h o u l dwe

d e f i n e b oom笨 ， 是 我 们 对 食 物的最高诚意

我们如何定义煲选 米 保 味选肉守鲜候 火 煨出烟火魂“保”是守护——保食材本味，保岭南灶头两千年的慢工家传；“火”是技艺——火候分寸间，把急火滚成绵长。器物是载体，火是媒介，保是初心。

笨煲食堂以“煲”为航：宁守一灶笨火，不用半分巧劲。elect grains, preserve essence.Choose meats, guard freshness. T e n d f l a m e s , f o r g e h e a r t h ' s s o u l

‘Bǎo’ (保) is guardianship — preserving the true essence of ingredients, safeguardingtwomillennia of Lingnan’s slow-cooking heritage at the hearth.‘Huǒ’ (火) is alchemy —intheprecisionof flame and timing, tempering fierce fire into enduring mastery.Vessels carry tradition, firetransmutes craft, and ‘Bǎo’ anchors our purpose.Boombooo Canteen steers by the ‘claypot’ creed: We cling to our ‘foolish’ flames, never trading craft for shortcuts.\"

How shouldwe

d e f i n e b ooo笨 ， 是 我 们 对 食 物的最高诚意

品牌价值生理需求安全需求社交需求尊重需求自我需求尊重食客感受 不满意就退

款

轻复古空间的轻社交感

与食客共创品牌价值

生 米 现 煲 当 日 鲜 肉 现 做 从早到晚的全时段供应餐食

Full time meal supply from morning till night

The entire product line has zero prefabrication

Light retro space with light socializing

Respect the customer's feelings

Value Co-Creation产

品

价

值

认

知

价

值

社会价值Brand values

SOCIAL VALUE

PerceivedvalueProductValue笨，是我们对食物的最高诚意

笨功夫煲鲜味品牌主张S l o w h a n ds

F r e s h l a n ds

Brand Proposition

笨，是我们对食物的最高诚意

来自笨手艺的安全感生米鸡汤现煲当日鲜肉现做老石磨现磨广东早稻米浆Raw Rice & Chicken — Claypot-Brewed Fresh

Day’s Fresh Meat — Hand-Prepped Daily

Stone-Ground Rice Batter — No Shortcuts, Just StoneGuangdong Early-Harvest Rice —Tradition in EveryGrainSafety instubborncraft笨 ， 是 我 们 对 食物的最高诚意

来自笨食材的安全感活活虾鲜鸡活生蚝鲜牛鲜猪鲜Safety in stubborningredientslive

andfresh笨 ， 是 我 们 对 食物的最高诚意

ONLY我们对食材只有笨拙的坚持• 鲜鸡只用鸡腿肉• 鲜牛肉只用吊龙• 猪排骨只用肋排• 腊肠只用中山纯肉肠• 只用纯牛肉超过95%的潮汕肉丸Stubborn ingredients,

uncompromised trust

Fresh chicken only uses chicken leg meat

Fresh beef only needs to be served with a Diaolong Beef

Pork ribs only use ribs

Only Chaoshan Rice-meat dumplings with more than 95% pure beef

Sausage only uses Zhongshan pure meat sausage

笨到连酱油都是自己调制Foolish enough to brewourownsoysauce——— frombeans, salt, andtimeAt our founding, we tasted every mainstream soy sauce but foundnoneauthentic to Lingnan’s palate. To resurrect the soul of Cantoneseclaypotrice, we visited Guangdong’s time-honored eateries, consultedwokseasoned chefs, and finally crafted our blend: fresh vegetable brothsimmered with premium steamed-fish soy sauce —layered umami, zerocloying sweetness, just stubborn homage to tradition.

笨煲食堂创始之初尝遍了市面上主流的酱油，都没有尝试到满意的味道，为了寻找最还原岭南滋味的酱油，我们走访了广东的各处地道的老店，深知这是老广煲仔饭饭的灵魂，于是决心自己调制一款最适合老广记忆的酱油，寻遍各种老厨师的建议，采用现熬蔬菜汁，混合蒸鱼豉油汁，终于呈现了目前使用的，鲜而不齁又有多层次味道的酱油。真的0预制品牌安全感笨 ， 是 我 们 对 食物的最高诚意

主营产品煲粥粉糖从清晨6点的肠粉蒸汽到午夜12点的粥勺轻响四位矩阵打通全时段Four-flavor symphonyall hours harmonizedP O T

Congee

powder

sweet

Main products

笨 ， 是 我 们 对 食物的最高诚意

15分钟现煲，丝苗生米加粘米慢煨，腊肠、排骨、牛肉油脂渗入焦脆锅巴，加入鲜香的「笨酱油」获得更极致的口感与健康。15-minute claypot alchemy: Silky Miaomi rice meets sticky

grains, slow-simmered till preserved sausages' lard, pork ribs' juices, and beef fat seep into the caramelized crust. Finished

with a drizzle of hand-brewed ‘Ben Soy Sauce’ – our stubborn

ode to savory layers. POT经典腊味香菇鸡腿肉豉汁鲜排骨骨吊龙窝蛋橄榄肉末四季豆马蹄肉饼......C l a s s i c p r e s e r v e d m e a t L i t t l e p a n r i c e

M u s h r o o m c h i c k e n l e g m e a t L i t t l e p a n r i c e

S o y s a u c e f r e s h r i b s L i t t l e p a n r i c e

B o n e - h a n g i n g D r a g o n ' s n e s t e g g L i t t l e p a n r i c e

香1 5 分钟生米现煲笨 ， 是 我 们 对 食物的最高诚意

吊龙窝蛋煲仔饭店 内 最受欢迎的单品屠宰场6小时鲜吊龙牛肉当日鲜送蔬菜

溏心土鸡蛋熬3小时的鸡汤煲米满满一煲的笨诚意A p o t f u l l o f s i nce ri ty6-hour fresh beef from slaughterhouse Boil chicken soup and rice for 3 hours

Fresh vegetables of the day

Soft hearted soil eggs笨 ， 是 我 们 对 食物的最高诚意

四时食补、灶火守真——苦瓜清暑、莲藕润燥、海底椰润肺、鹿茸温元，慢炖岭南老火汤，以自然馈赠调和身心。

Seasonal Nourishment, Hearth-Kept Wisdom

Bitter Melon Cooling Soup | Lotus Root Moistening Brew |

Sea Coconut Lung-Soothing Essence | Deer Antler Vitality

ElixirLingnan’s ancestral slow-fire soups, harmonizing body

and soul with nature’s bounty. POT苦瓜猪骨汤莲藕猪骨汤海底椰乌鸡汤鹿茸乌鸡汤Bitter gourd& pork bone soup

Lotus Root & Pork Bone Soup

Sea Cucumber & Black Bone Chicken Soup

Deer Antler & Black Bone Soup

守灶慢炖2小补时笨 ， 是 我 们 对 食物的最高诚意

苦瓜猪骨汤招 牌广东省汤屠宰场4小时鲜排骨当日鲜送蔬菜

均匀饱满的黄豆慢炖2小时养生汤Slow stewed 3-hour healthsoup4-hour fresh pork from slaughterhouse Uniform and plump soybeans

Fresh vegetables of the day

笨 ， 是 我 们 对 食物的最高诚意

海陆山鲜皆入煲——鲜虾生蚝养胃阴、猪肝瘦肉补脾血、菌菇鸡腿润中焦、牛肉滑蛋滋气力，现煮砂锅粥，以自然馈赠温养中国胃。From ocean, land, to mountain’s bounty—all meet in the

claypot.Prawns & oysters soothe stomach moisture,pork liver

replenish spleen’s vitality,shiitake-chicken balance middle

jiao,beef-egg fortify primal energy.Claypot-simmered congee, where Lingnan’s slow-fire alchemy transforms nature’s gifts

into gut-nurturing harmony.

C o n g e e

鲜虾生蚝砂锅粥鲜肉猪肝砂锅粥香菇鸡腿砂锅粥鲜牛肉滑蛋砂锅粥Shrimp &Oyster Congee in a Casserole

Fresh meat & pork liver casserole Congee

Mushroom chicken leg Congee casserole

Fresh beef& slippery egg casserole Congee

鲜粥温养中国养胃笨 ， 是 我 们 对 食物的最高诚意

汤粉采用正宗的潮汕手打牛肉丸搭配新鲜食材。以大骨汤为基底，为食客提供在煲仔饭之外另一种主食选择。

The authentic Chaoshan hand-made beef balls are used with

fresh ingredients. With big bone soup as the base, it provides

diners with another staple food choice besides Little pan rice.

鲜食材+牛丸粉鲜猪肉｜鲜牛肉叉烧｜活虾生蚝Fresh ingredients+Beef Ball Powder

Fresh Pork | Fresh Beef

Barbecue | Live Shrimp and Oysters

p o w d e r 丸笨手捶打潮州牛丸笨 ， 是 我 们 对 食物的最高诚意

现磨米浆布拉现蒸，牛肉叉烧裹入薄透肠衣，秘熬酱油淋透，撒葱花热油激香，一口复刻西关早茶记忆。

TStone-ground rice batter, cloth-stretched and steamed to

silky perfection. Layered with beef char siu, wrapped in

translucent rice crepes, drenched in our century-steeped soy

alchemy. Crowned with sizzling scallion oil drizzle —one bite

resurrects the soul of old Guangzhou’s tea-time rituals.

鲜食材+鲜米浆鲜猪肉｜鲜牛肉鸡蛋｜腊味叉烧｜活虾生蚝Fresh ingredients+fresh rice paste

Fresh Pork | Fresh Beef

Egg | preserved meat

Barbecue | Live Shrimp and Oysters

p o w d e r 滑传统石磨现蒸现拉笨 ， 是 我 们 对 食物的最高诚意

活虾活蚝的粥｜汤粉｜肠粉招 牌 广东省汤极致的鲜来自【整活】U l t i m a t e f r e s h n e s s f romli vi ng超正的潮汕做法：瑶柱，虾米，灵魂冬菜和虾仁菜脯一起熬制吊龙秘制腌制法、来自潮汕老板

娘的家传配方。

汤粉加入正宗潮汕牛丸，真实采

购价2.5元一颗，笨煲承诺可以给

食客看牛肉丸的供货单。

Diaolong Beef: Familyrecipefrom the Chaoshanboss'swife —Proprietary &Prideful.

Authentic Chaoshan-style: Dried

scallops, dried shrimp, soulpreserved winter vegetable, and

shrimp-radish relish simmered in

harmony.

Our soup noodles featureauthentic Chaoshanbeef meatballs —pricedat ¥2.5perpiece. Ben Bao darestoshowcustomers our supplyinvoicesto prove it.

笨 ， 是 我 们 对 食物的最高诚意

香芋椰奶慢火熬至粉糯化沙，桂花蜜浸足三秋金桂鲜，秘制的四宝下火糖水，冰镇后沁润回甘，0糖浆不齁嗓。

Slowly simmer taro and coconut milk until the taro becomes

soft and sticky, soak osmanthus honey for three autumn

seasons to retain the freshness of osmanthus, and prepare a

secret four-treasure soup that tastes refreshing and sweet

after being chilled. No sugar syrup makes it throat-friendly.

s w e e t

香 芋牛奶西米露秘 制四宝糖水柚 子桂花蜜Taro milk and sago sauce

Secret Four Treasures Sugar Water

Pomelo Osmanthus Honey

笨手工现制糖水笨 ， 是 我 们 对 食物的最高诚意

招牌超下火四宝糖水煲 仔饭的好搭子古田银耳新鲜马蹄

去皮绿豆兰州百合手工现煮降火神器Handmade freshly cooked fire reducing artifact

Gutian white fungus Lanzhou Lily

Fresh Water-chestnut

Peeled mung beans笨 ， 是 我 们 对 食物的最高诚意

品质刚需党• 银行、证券、保险、基金、互联网等为主的周边高级

白领，接受单均50元左右的品质餐。

• 加班之后深夜想要一碗粥慰藉疲惫的一天。

• 同事间歇小聚、想吃得好又能有个环境浅浅聊聊天。在地饮食考据派• 带父母吃饭要环境干净又不失镬气，孩子挑食必须米饭够香，够健康。• 港客北上，厌倦了香港的冻肉，想吃点新鲜传统的广东味。

• 来深旅游的游客，在商场逛街的同时，想试煲仔饭的锅巴焦香味。方圆1KM的居民食堂• 匆匆出门前、不知道吃什么、想要一间健康安全的满足全日用餐的选择需求。• 想为下午补充点能量，吃点肠粉这样轻主食，再用一碗糖水唤起晴朗的心情。• 小孩子、老人、孕妇都可以放心选择笨煲的「四味」产品。

25岁-35岁高级白领客2 0 岁- 5 5 岁的家庭客周 边 社区全年龄段Q ual i t y o r i ent edLocal di e tary re s earchA r e s i d e n t i a l canteenWhite collar customers aged 25-35

Family guests aged 20-55

All age groups in the surrounding community

目标客群

笨功夫好口碑上线两个月大众点评小吃榜第二名Online for twomonths

Ranked second on the DianpingSnackList0 营销0折扣笨 ， 是 我 们 对 食 物的最高诚意

品牌视觉BRANDVISIONIntimacy

Light Retro

Inclusiveness

Passionate and energetic

hustle and bustle of everyday life

Brand color scheme

以「烟火记忆」为原点构建轻量化复古场景笨得固执却暖得真切ZONE• 明厨亮灶将生米现煲的可视化• 使用天然感与轻薄感交织的材料带来亲切感的空间体验Using a blend of natural and lightweight materials to provide a cozy spatial experience

Visualization of freshly cooked raw rice with bright kitchen and stove

Stubbornincraft,authenticinwarmth

笨手艺笨食材不惧被围观笨得固执明厨亮灶Stubborn craft on display, stubborningredientsunveiled — no secrets, just sincerity.

270度开放式厨房笨，是我们对食物的最高诚意

用工业化材料模拟自然质感，以“轻”“旧”，让复古叙事脱离年代感负担；帆布与藤编的呼吸感，构建“刚柔并济”的包容感。通过疏密排列营造光影层次，搭配2700K暖黄灯光，复刻老灶台温润感。亲切感不厚重暖得真切不吃，也可以来聊聊天

Industrial materials mimic natural textures —‘lightweightnostalgia’ frees retro aesthetics fromdatedness. Breathablecanvas and rattan weave balance softness withstructure. Density-modulated grids cast layered shadows, pairedwith2700K warm lighting to recreate the hearth’s timelessglow.笨，是我们对食物的最高诚意

用暖黄铺陈空间基底；焦糖红如腊

肠油脂浸润锅巴，点缀品牌符号；

姜黄似砂锅沸腾的火光，跃动于灯

光与器皿之间。墙面手工刮痕、加

之复刻老广熟悉的座椅，以“轻量化

做旧”消解厚重感，只留灶台经年的

烟火肌理。

笨煲食堂用红、黄、米三色烟火色谱重构轻复古美学

Reconstructing Light Retro

Aesthetics with Red, Yellow, and

Rice Fireworks Chromatography

Warm honeyed golden hues lay the spatial foundation; caramel-red

accents dance like lard from preserved sausages seeping into rice

crusts, punctuating brand motifs. Ginger-yellow glows mimic claypotboiling flames, flickering across pendant lights and ceramic ware. Walls etched with artisanal scrapes pair with Lingnan retro diner booths, achieving 'lightweight nostalgia' — no oppressive vintage kitsch, just

timeworn textures from decades of wok-fired rituals.

笨，是我们对食物的最高诚意

笨味日夜鲜笨手熬四味笨火煲三餐从清晨6点的肠粉蒸汽到午夜12点的粥勺轻响From the 6 a.m. whisper of rice-roll steam to the midnight clink of congee ladles — Lingnan’s culinary

heartbeat pulses round the clock.

笨，是我们对食物的最高诚意未来五年，在每个中国胃推开家门的5km以内，就能找到一灶笨火慢煨的安心。Ben (笨) is our ultimate sincerity to food —In five years, a claypot ofslow-fired comfort will simmer within 5km of every Chinesehome.