Comedy cafe Mr Bean puts smiles on lips

But he says the concept is already proving a success in China bringing smiles to the lips of customers and franchisees, because there are too many homogenous coffee shops in the market with almost the same products and decoration.

"Ours stand out from the competition," he says. "The global popularity of Mr Bean helps promote our store and makes our branding easy, which is why we keep generating profit since opening."

Customers are seen at a Mr Bean Coffee shop. It says it targets at those who like a laugh and don't stand too much for any form of ceremony or ritual regarding their coffee-drinking habits. [Photo / China Daily]

Wu says the company is talking with Tiger Aspect about opening a Mr Bean Coffee shop in London, as well as about strengthening the marketing strategy and promoting the brand.

"A successful branding program is based on differentiating yourself as unique, and that means you have to give the customers a reason to come into your store," says Wu. "At Mr Bean Coffee, not only can you taste good quality coffee, British traditional afternoon tea and pastries, but also bring home a Mr Bean teddy bear, or his T-shirt."

However, just as the buffoonish character's plans go terribly awry, there are possible pitfalls that SFC and its franchisees could encounter.

The novelty of the concept and the humor behind it could be lost on many, especially in China, and may puzzle and put off potential customers.

Wu realizes the risks, but is confident of a happy ending. The humor is totally visual, endearingly simple, and mostly arises from Mr Bean's unique, if not-so-clever, solutions to problems.

"Mr Bean may be a comic masterpiece made in Britain, but everyone seems to have memories of him," he says. "We are not targeting a small group of comedy fans. What we promote is a Mr Bean lifestyle - to have a sense of humor in life, even when you are expecting a rather boring time.

"In a big city like Shanghai, where everything is go, go, go, Mr Bean's is a relaxing place full of humor, putting a pause on life.

"I'm sure everyone at some point has a bit of Mr Bean in them."

lvchang@chinadaily.com.cn