Monday
16th
of
April
2012
European
Bachelor
in
International
Hotel
and
Tourism
Management
The
European
Center
of
International
Hotel
Management
(CMH2-B)
Mrs.
Zamantuli
SCARAFFIOTTI
Page 1 of 37
TABLE
OF
CONTENTS
INTRODUCTION................................................................................................................................... 4
I.
CONCEPT
PRESENTATION
AND
INSPIRATION ......................................................................... 4
A.
Our
proposal,
a
co-branding
with
KENZO ........................................................................................ 4
B.
Inspiration
for
the
concept................................................................................................................. 4
Page 2 of 37
1.
Guests
list .................................................................................................................................................................. 23
2.
Invitations................................................................................................................................................................... 24
3.
Closing
the
Opening
Event.................................................................................................................................... 24
B.
Distribution
Strategy .........................................................................................................................25
1.
Packages...................................................................................................................................................................... 25
2.
Complimentary
Cocktails
on
the
Opening
Week .......................................................................................... 25
C.
Our
Communication
Strategy...........................................................................................................26
1.
Advertisement
prior
to
the
restaurants
opening ........................................................................................ 26
2.
Restaurant
business
card ...................................................................................................................................... 26
3.
Brochure...................................................................................................................................................................... 26
4.
Advertisement .......................................................................................................................................................... 26
5.
Social
medias ............................................................................................................................................................. 27
6.
Smart
phone
application ....................................................................................................................................... 27
D.
Hotels
Website..................................................................................................................................28
Page 3 of 37
INTRODUCTION
When
we
were
told
to
develop
a
concept
for
a
boutique
restaurant
we
have
decided
to
base
ourselves
on
an
existing
restaurant
located
in
the
Concorde
Montparnasse
Hotel
in
Paris
and
update
it.
After
numerous
researches
on
different
restaurants
websites,
magazines,
newspapers
and
experiences
in
restaurants,
we
decided
to
take
various
innovative
ideas
that
had
been
developed
by
different
restaurants
to
create
an
ideal
boutique
restaurant
in
the
14th
district.
The
current
restaurant
as
well
as
our
new
restaurant
concept
welcomes
a
large
range
of
customer
profiles
(business
corporate
guests,
local
residents,
tourists,
personalities)
which
means
that
the
restaurant
must
show
flexibility
to
meet
each
of
these
guests
expectations
in
a
selective
and
luxurious
environment.
I.
In order to create an atmosphere that will please our customers, we have decided that the best solution for this restaurant would be co-branding with KENZO brand. We may ask ourselves why KENZO? Kenzo is a luxury brand part of the LVMH group, which will please a high end clientele. At the same time this brand is a bit informal with its crazy fabrics and colors that will please a bourgeois bohme clientele. Kenzo Takada describes the Kenzo spirit as an interpenetration of cultures, a brand infused by various artistic movements and a urban pragmatism and stresses on the fact that it is not a couture brand. This colorful and joyful brand will bring warmth and happiness to the restaurant. Our main asset lies in our patio, which is a haven of peace when coming from the city. Research have shown that Parisians are looking for gardens and nature as they are constantly stressed and nature brings calm and reminds them of a restful vacation in the country side.
Page 4 of 37
We will give further information on our concept inspiration throughout this document.
II.
OVERALL
PRESENTATION
A. INFORMATIONS
PRATIQUES
Access Map
Opening Hours The restaurant will be opened on a daily basis from 12:00 a.m. until 10 :00 p.m. and until midnight for private events. Taste by KENZO restaurant will be opened all year long and will only close for renovations.
Page 5 of 37
We have decided to split our restaurant in 3 parts: - The patio where people can relax, have a drink and a snack - The gastronomic restaurant which the conventional gourmet restaurant - The bar-restaurant inspired by lAtelier Joel Robuchon where customers can see their food cooked in front of them by renowned chef and eat in less than 40 minutes. 1. Restaurant and Patio plans a. The indoor Restaurant This is the restaurant as it currently is. The colors have not been updated and the furniture is damaged.
Page 6 of 37
Our goal is to update it to create a gourmet boutique restaurant with the following organization: - There will be fewer tables so the guests may have privacy and more space. - Hostesses will take care of the guests belongings the guest may not wish to keep throughout his meal will welcome the Guest. The guests will then be accompanied to a table. - As you can see there are two entrances, the first one (Outside Entrance) where people from outside the hotel will come in and the second one (Hotels Entrance) where guests from the hotel will come in. - The Bar will not be in front of the Patio as it currently is it will be on the left side of the room along with the bar-restaurant. - There will be a large bay window between the restaurant and the Patio so the entire restaurant may enjoy the beautiful garden view.
b. The outdoor Patio This is the current Hotels Patio. It is very pleasant in the summer and very quiet. This place is frequently privatized by corporate guests for events in the summer and sometimes guests have breakfast or lunch in the Patio. However this asset has not yet reached its full potential and we believe to have an idea that makes it very profitable.
Page 7 of 37
This is the reason why we have decided to enlarge the restaurant with the Patio. As you can see on the seating plan below, there will be coaches. We have designed the Patio to be a relaxing place where people may disconnect with their daily lives. There will only be coaches and a special menu has been designed for this place. ANNEXE This place has been designed to preserve our guests intimacy, as you can see it is separated in four parts and there is place and plants between the sofas. In order to create the perfect garden ambiance, we have decided to install walls of greenery all around the patio. This idea came from the restaurant M64 at the Intercontinental Hotel in Paris. This item contributes to creating a garden like environment, which relaxes the guest.
Page 8 of 37
Page 9 of 37
2. Chef(s)
As previously mentioned, our restaurant will be separated into 3 parts. Therefore we have decided to employ 3 chefs within our restaurants. Each of them will either be in charge of the restaurant, the bar or the patio. The chef that we have selected are the following: - Sadaki Kijiwara (Le Clarisse Paris VII) - Hiroki Yoshitake (Sola Paris V) - Fumio Kudaka (La table Breizh caf Cancale 35) Sadaki Kijiwara Hiroki Yoshitake Fumio Kudaka
Page 10 of 37
III.
HUMAN
RESSOURCES
A. Organizational
Chart
OWNER
Restaurant
Manager
Assistant
Restaurant
Manager
Beverage
Manager
Matres
D'Hotel
Head
Chef
Assistant
chef
Kitchen
Line
Cooks
Pastry
chef
Pastry
Cooks
Head Bartenders
Bartenders
Kitchen Help
B. Staff
Training
In
order
to
provide
an
outstanding
service
in
our
gourmet
boutique
restaurant,
we
have
decided
to
create
a
staff-training
program
for
our
new
employees.
To
create
this
effective
staff
training,
we
have
based
ourselves
on
various
existing
restaurants
such
as
Jim
Laube
and
Joe
Erickson
training
from
Wurst
haus
restaurant
and
the
Blue
fish
Grill.
Introduction
Congratulations
on
being
selected
to
be
a
member
of
our
new
restaurant
concept
by
Kenzo
in
association
with
the
Concorde
Montparnasse
Hotel.
As
a
Waiter,
you
will
set
the
stage
and
have
a
direct
impact
on
each
guest's
experience.
You
will
determine
whether
each
guest
feels
welcome,
appreciated
and
well
cared
for
in
the
Kenzo
spirit.
Page 11 of 37
We
will
provide
you
with
the
training
you
need
to
be
successful.
We
take
great
pride
in
our
quality
food
and
service.
Our
high
standards
can
only
be
maintained
through
great
people
like
you
who
share
our
values
and
desire
to
do
the
very
best
job
possible
for
our
guests
on
a
daily
basis.
As
a
waiter,
it
is
essential
that
you
maintain
an
energetic,
friendly
and
caring
attitude
at
all
time.
It
is
your
responsibility
to
see
that
each
guest
is
made
to
feel
special
and
enjoys
our
outstanding
designed
atmosphere
and
great
food
and
beverages.
The
guidelines
listed
on
the
following
pages
have
been
established
to
help
you
in
your
effort
to
provide
these
qualities
to
our
guests.
Along
with
the
hands-on
training
you
will
receive,
this
manual
will
provide
answers
to
questions
you
may
have
regarding
your
tasks,
responsibilities
and
operating
procedures
for
the
Taste
by
Kenzo
Restaurant.
The
Taste
by
Kenzo
Restaurant's
mission
is
to
enrich
the
lives
of
our
guests
and
our
employees.
We
do
this
through
superior
quality
food
and
beverages,
luxury
customer
service,
sales
growth,
cost
controls
and
treating
our
employees
like
our
own
family.
We
believe
that
our
employees
are
the
most
important
asset
to
our
company.
Our
success
depends
on
your
performance
and
ability
to
deliver
a
personalized
dining
experience
to
every
customer.
Our
Mission
Statement
is
the
following:
KENZO
for:
When taking your order, always look at the customer directly in their eyes, and stand straight. Never write on the table. Never handle the glasses by the rim with your hand over the drinking surface. Never handle silverware with your hand over the eating surface. When handling plates or food, never let your hand touch the eating surface or the food. Know your tasks. Know your shift time and be on time. Know what the menus are and what they cost. Know the history of the brand Kenzo. Page 12 of 37
Know the managers by their name. Avoid any long conversations at any table. If you get behind, ask for assistance. You will never get in trouble for asking. Don't stand around or lean on anything. You can always clean something or help somebody. Always be sure that all your food is safe when you leave the kitchen. Never try to carry too much. Always ENTER the kitchen to the right. Always walk fast. But never run! If an order is delayed in the kitchen, first inform the manager on duty, and then tell the customers. The manager will go to the table and explain the situation. Learn how to use your time efficiently. Always try to take out complete orders. If your entire section clears at one time, don't take orders from four or five new hits at once. You'll end up running yourself to death for twenty minutes, and then have nothing to do for ten. Take one order, then go to the next table and tell them you will be right back to take the others orders. Take drinks and appetizers out to the first table, and go to the others after. You won't believe how patient people will be if they just see you. Don't hide from your customers. Anytime you are waiting on a customer, put yourself in their place and ask yourself if you would be happy with the job you done. If one person asks for something at a table, make sure you ask everyone at the table if they would like it too. When serving coffee or hot tea, always turn the coffee cup so the handle is facing the customer. Whenever you are reaching across somebody or serving in front of someone, apologize. Always keep your fingers and thumb off the plates you serve. Punctuality is very important. If you get to work late, call the manager on duty. We know that servers work for tips. All people do not realize this. If you get slighted on a tip, it may be because people think the tip is included in the bill or because they just don't like to tip. Tip is not an obligation in France. Never sit with a customer or friend during your shift, even if they ask you to. When waiting on parties of one, or an ace as they are called in the restaurant business, special attention should be paid to them. They are generally in and out quicker than other parties, and they are usually the best percentage tippers. If a customer leaves you an offer to buy you a drink, just tell them you will be happy to accept the offer another time, when you are not on duty. People who come in the last few minutes of the evening are usually the best tippers. They don't care how busy it was or how tired you are. They are here to enjoy themselves. They may sit there and enjoy their meal as long as they wish. Treat them as though they are the first customers of the evening. A tip should never be removed from a table while the customer is still there. Unless, however, the customer hands it to you. If you are having a problem with a door hostess or another employee, go directly to the manager. Do not harass the employee.
Page 13 of 37
If you must go to the bathroom during the shift, ask someone if they will please watch your station while you are gone, and inform a manager so that they are not looking for you. And dont forget to wash your hands! Unauthorized persons are not allowed in the kitchen. If one appears, politely but firmly escort them out and get the manager, or whomever it was they wanted to speak to. No eating or drinking in front of the house during operating hours. No gum chewing or smoking. Serve food from customer's left. Serve beverage from customer's right. Serve women and children first, then men. Whenever serving a course, position the plate as the chef show you. Remove soiled plates and silver after each course.
b. Server Opening Procedures - At the beginning of each shift : 1. Conduct your station check points such as your glasses, silver and sheets 2. Clean the window sills of the dining room and of the patio 3. Table base are clean and stay on their position 4. Check if the chairs are wiped 5. Salt and pepper shakers are clean and full 6. Floor is clean
c. Server Closing Procedures - At the end of each shift : 1. When station closes, perform the following 2. Wipe tables 3. Clean chairs - seats, backs and legs 4. Wipe window sills 5. Clean table bases 6. Salt and pepper shakers are clean and full 7. Clean the floor
Page 14 of 37
2. The
Guest
a. Service
Never
underestimate
the
importance
of
a
guest!
The
guest
is
not
dependent
upon
us;
we
are
dependent
upon
him
(or
her).
The
guest
is
the
main
purpose
of
our
work.
The
guest
does
us
a
favour
when
he
comes
in
our
restaurant;
we
are
not
doing
him
a
favour
by
serving
him.
The
guest
is
part
of
our
activity.
The
guest
is
not
a
bill
or
a
tips,
he
is
a
human
being
with
feelings
like
you.
The
guest
is
a
person
who
brings
us
his
needs,
it
is
our
job
to
fill
those
needs.
The
guest
is
deserving
of
the
most
polite
and
attentive
treatment
we
can
give
him.
The
guest
is
the
heart
of
the
Taste
By
Kenzo
Restaurant.
b. You
Must
Be
Able
To
Serve
Many
Different
Types
Of
Guests
The
Shy
Guest:
Patient
understanding
will
put
this
type
of
guest
at
easier
to
serve.
You
have
to
discuss
with
them
to
make
them
feel
comfortable.
This type must be handled in a polite and businesslike manner. Kindness and politeness can often change him into a steady and really nice customer.
Don't be drawn into arguments. Speak softly. Don't antagonize. Refuse to participate in criticism of management, the establishment, or other personnel.
3. Quality
Control
Page
15
of
37
Quality control is a primary responsibility of every employee serving food and drinks to the customer. You are the last person to come in contact with the food before the customer does. If something does not look right or is not presentable, DO NOT SERVE IT! The saying "People eat with their eyes" is very true. Make sure all of your products look good on the plates. a. Things to look for before leaving the kitchen: 1. HOT food. Check to see if your food is hot. Just because your plates are ready to be taken, does not mean that it is hot. If it is not hot, DO NOT TAKE IT OUT. Tell the manager. NEVER yell or argue with a cook. Go directly to the manager. This will alleviate a lot of problems. Especially at the bar where customer can see the cooks. 2. Clean plates. Always check any plates, mugs, silverware, and napkins before you present them to the customer. 3. Correct portions. Always check to see that the product is in the right portions. Make sure you are taking YOUR order. 4. When bringing out drinks, be certain the glasses are clean. 5. Cold food is as equally important as hot food. Make sure cold foods are going out cold, not warm or cool, but COLD. 6. Check back : Make sure everything is perfect. Say something like, "How's your filet cooked?" Be specific and sincere in wanting to know the answer. 7. If the customer is not satisfied: There is obviously something wrong at the table, i.e., cracked glass, foreign object in food, not cooked properly, etc. use the following steps: 1. Apologize. 2. Remove the items immediately. 3. Get a manager. Management will take the necessary steps in making sure that the problem is corrected and that the customer is 100% satisfied. b. Ordering Procedures - When approaching the table, be sure to have your pen ready, book open, and pad ready. - Ask the customer if they have any request or questions regarding either the specials or entrees. - After answering all the questions, if there are any, ask if you can take their order. - Wait for the eye contact or verbal address, and then start to take their order. Be sure to gather all information from each guest before continue to the next one. First you should take the order from women and children, and then the men. - Position numbers must identify customers; the orders should be written and ordered in relation to position #1. Position #1 is the seat closest to the first person to your left. Moving in a clockwise direction, continue to take the orders. We need to know who order what. Page 16 of 37
- We do not use a runner system but there's a chance someone other than you could be delivering the food to a specific table. This person must know where to place the food without asking the guest to dont interrupt their conversation. - Taking the order is the time for making suggestions. You can propose appetizers that will complement the guests meal. This is when wine can, and should, be proposed. Always get the cooking temperature for meats.
4. Dress Code
You
will
be
dressed
entirely
by
Kenzo.
Your
overall
image
is
our
image.
You
make
a
distinct
impression
on
each
of
our
guests.
The
image
you
create
can
enhance
or
detract
from
our
overall
concept
and
the
way
our
Restaurant
is
perceived
in
the
minds
of
the
guest.
When
you
walk
through
the
door
of
the
Restaurant,
"YOU
ARE
ON.
You
will
be
informed
of
the
dress
requirements
when
you
start
with
us.
Your
dress
attire
also
includes
a
CONTAGIOUS,
ENTHUSIASTIC
ATTITUDE
that
represent
the
Kenzo
brand.
Your
dress
attire
also
includes
the
following,
without
exception:
- At
least
two
pens
- Bottle/Wine
Opener
- Smile
Dining
room
dress
code
Shoes - Black shoes only with non-slip soles that permit walking safely on wet or greasy floors. Shoes must be clean. Socks must be dark. Pants & Belts - Black pants only. You will get one during your training day. Shirts You will get one during your training, always be sure to have a clean one before your next shift. Appearance - Clean and well groomed hair. Hair pulled back off the shoulder. Well- groomed hands, fingernails and fingernail polish. Facial hair should be neat. Accessories - No excessive cologne, perfume, make-up or jewelry.
5. Wine
Service
a. Present
the
bottle
to
the
host.
Page 17 of 37
1. Host accepts 2. Host rejects (wrong wine, wrong vintage, changed mind) Using your wine opener cut the capsule and put it in your pocket. Remove the cork and present to the host. b. Ask the host to sample. 1. 2. 3. 4. 5. c. VARIATIONS Red Wines Bring it and open as soon as possible after the order, so it can breathe. Do not get it cool, unless the guest requested. Second Bottle - Same Wine Give the host or hostess the option Give the host or hostess the option of fresh glassware for everyone. Second Bottle - Different Wine Automatically present fresh glassware. Two Wines simultaneously Host or hostess gets two glasses. Host or hostess samples both wines. All members of party must be given a choice of either. Host accepts Host rejects (based on colour, smell, clarity, taste): ask for a manager. About 4 1/2 ounces per glass. Women first, then men. Place remainder of bottle in an iced wine cooler (only for white wines)
of
re-sampling.
Page 18 of 37
Throughout your training, you will receive information concerning proper temperatures of food serving, as well as, cleanliness standards, proper use of chemical cleaning, and disinfectant products. It is our objective to operate the restaurant at the highest level of cleanliness and sanitation for the benefit of our customers and employees and for the success of our restaurant. In addition to a clean and sanitary environment, the Taste B Kenzo Restaurant provides a safe environment. One of our goals here at the Taste By Kenzo Restaurant is to operate an accident- free restaurant. A safe restaurant takes teamwork and effort on everyone's part. Safety meetings will also be used to review information presented from the initial training session. Management's role is to provide the daily monitoring of safe work practice developed from these trainings. Whenever you see a potential hazard, or something you notice as unsafe, notify the restaurant manager immediately.
Conclusion
We
are
aware
that
there
is
a
lot
of
information
in
this
manual,
and
this
is
why
we
are
very
teamwork
oriented.
Please,
always
remember
to
ask
questions
if
you
have
not
understood,
the
entire
senior
staff
will
be
more
than
happy
to
answer.
You
are
now
part
of
the
Kenzo
family
and
will
gain
a
work
experience
like
nowhere
else.
We
are
expecting
you
to
follow
this
training
manual
but
also
to
stay
yourself
in
order
to
add
a
personalized
touch
and
fully
satisfy
the
guest.
This
restaurant
is
unique
in
its
kind
and
this
is
how
we
wish
our
guests
to
feel
when
coming
at
the
Taste
by
Kenzo
restaurant.
Once
again
congratulations
and
welcome
on
board!
Page 19 of 37
C. Uniforms
1. Hostesses
Uniform
Hostesses
will
be
wearing
a
sober
yet
classy
grey
tailleur
with
a
foulad
Kenzo
as
you
may
see
below.
Their
hair
will
attached
and
they
will
have
black
shoes
with
small
hills.
The tailor selected to design the hostesses uniform is the following: Apparence. http://www.apparence-couture.com/costume/tailleurs-sur-mesur/225/114/crEation-tailleur- laine-peignE.html Page 20 of 37
2. Waiters Uniform In order to choose an accurate uniform for the waiters we went to Les Galleries Lafayettes and looked for Kenzo clothes. Eventually, we agreed on the attire below. This uniform will also be worn with black shoes. 3. Cooks Uniform As the cooks will be facing the guests, we decided to have a special uniform for them too and chose a grey kimono like chef uniform. This will be worn with black trousers and black shoes.
Page 21 of 37
IV.
MARKET
STUDY
A. Customer
profile
France is known for its excellence in cooking thanks to a knowledge in ingredients, cooking techniques and recipies that has been improved for centuries. That is the reason why, food consumption outside home is steadily increasing in France. There were 88 870 restaurant in France in 2006 instead of 5 600 in 1983. Bar and restaurants in France have a Turn Over of 54,5 billion euros per year and employ 392 489 people. French people enjoy going out and enjoy a nice meal regardless of the economic downturn. In 1980, French people consumed 14,2% of their meals in a restaurant, which means 1 meal out of 7. In 2011 French people consume 22,3 % of their meals outside their home. La restauration traditionnelle reprsente 25% du march de la restauration en France en 2011. Ces recettes sont principalement gnres par les cadres et professions intellectuelles suprieures (dpense moyenne en restauration par an : 947),
B. Survey
Answers
Annexe
3
Our direct competitors are the following: - Le France, which is just in front of our restaurant. This restaurant offers cheaper food. However we attract a wealthier clientele looking for a unique experience. We also have the opportunity to serve our customers a lot quicker than they do, thanks to our bar/restaurant, where guests have can eat in less than 40 minutes. This is a real asset in Montparnasse, as it is mainly a business district where a majority of our guests are corporate business customers. - Le Petit Journal - Novotel Caf - Pullman restaurant
C. Competitors
Page 22 of 37
V.
MARKETING
STRATEGY
A. Opening
event
To launch our restaurant, we have decided to create an opening ceremony. Our goal during this ceremony is to create an emotional event for our VIP guests so they may contribute to our advertising campaign by talking about our restaurant and come back. 1. Guests list This ceremony will mainly target VIPs and the press. In order to choose the right people we have looked on the previous events such as Kenzos 20th anniversary or Kenzo runway shows. The guests of honor will of course be: - KENZO Takada and his relatives. - Humberto Leon and Coral Lim, the brands designers We have selected a list of VIPs as mentioned below: Ichiro Komatsu, Japans Ambassador in Paris Philippe Starck, as we are using a significant number of products that he has designed within our restaurant. Carine Roitfeld, Vogue magazine Editor in Chief Bernard Arnaud, LVMH CEO as Kenzo brand is part of the LVMH group Jean Dujardin, we thought about this French actor as he has recently received an award. He is therefore very famous and having him will in our restaurant will of attract his fans. Rinko Kikuchi and Kiko Mizuhara, who are two famous Japanese actresses Lika Minamoto, a famous model staring in the Flower by Kenzo advertisement Marion Cotillard, she is known to wear kenzo outfits. She is very famous worldwide and has received and has won the best actress award in 2008 Nolwenn Leroy, She happens to be a very famous singer in France and fancies Kenzo. She attends Kenzo runway shows. Omar Sy and Francois Cluzet, these two actors are very popular with their last movie les intouchables. We believe that inviting them will have an impact on many people. Cme de Cherisey Gault Millau magazine executive editor Serge DASSAULT Lefigaro executive editor Yves Thuris Thuries magazine executive editor Bruno Lecoq Lecoq Gourmand magazine executive editor Orianne Nouailhac 3toiles magazine executive editor Joost van Roosmalen Culinaire Saisonnier magazine executive editor Jean Francois Mesplde and Philippe Rossat toile magazine executive editors Page 23 of 37
2. Invitations
The following invitation will be sent to the list of people mentioned above. We have decided to create a simple yet refined invitation, which represents the joyful colors of our restaurant (with the red poppies in the background) and only use 3 colors
3. Closing the Opening Event At the end of the opening ceremony, after a beautiful firework, guests will light sky lanterns. All these will create an emotional link with the guests. These lanterns have Asian origins as they first appeared in Thailand. Sky lanterns are some kind of balloons that use hot air coming from the flame to fly in the air. When many are lighted at the same time it creates a magic atmosphere. The tradition says that if you make a wish before sending a sky lantern in the sky, it will come true. Launching sky lanterns will create an emotional link with our customers. It will be an evening to remember.
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B. Distribution
Strategy
1. Packages
In
order
to
please
our
clientele
and
create
awareness,
we
have
decided
to
create
a
partnership
with
la
Bulle
de
Kenzo
which
is
a
Kenzo
spa
in
the
first
district.
These
packages
will
include:
- Body
and
face
treatments
for
two
people
at
the
Bulle
de
Kenzo
Spa
- A
dinner
for
two
at
the
famous
restaurant
Taste
by
Kenzo
included
the
menu
Flower
by
Kenzo
- One
night
and
breakfast
for
two
at
the
Hotel
Concorde
Montparnasse,
Deluxe
room
included
These
packages
will
be
on
sale
on
both
our
website
and
social
medias.
On
the
opening
week,
our
customers
will
have
a
complimentary
Flower
by
Kenzo
cocktail
at
the
beginning
of
their
meal.
This
cocktail
will
be
made
with
Veuve
Clicquot
Champagne
and
a
candied
poppy
petal.
This
promotional
offer
will
be
advertised
on
our
website
using
the
following
advertisement.
2. Complimentary
Cocktails
on
the
Opening
Week
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3. Brochure 4. Advertisement
Partnership with websites and forums The restaurant, once opened, will appear on various websites such as: - la fourchette.com - resto.fr - carte sur table - Gastronomica - Zagat But also forums on which people interact and rate the restaurant such as: - Cityvox - lInternaute - maville.com. Customers must find as much information as possible when looking for restaurants in Paris.
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Articles published in high end magazines As mentioned earlier in the opening event ceremony, we will invite various personalities from high-end magazines such as toile, Gault Millau, Thuries, 3toiles the goal is to have them advertise us through various laudatory articles in the best gastronomic magazines and guides. 5. Social medias The restaurant will also have a Facebook and Twitter page with the following information: - Seasonal and new dishes on the menu posted with appealing pictures - Gift card program that can be directly sent to somebodys Facebook profile, email or mail. The gift card will have different Kenzo designs and may be personalized by the sender. - Special Events tab with pictures (ex: celebrities coming to the restaurant) - Job openings tab - Tab where customers may subscribe to the newsletter with the following questions: Email address First name Last name Member Number (when the customer has been to the restaurant he/she is given a member number, through which he/whe may access special offers) Address City Cell Phone Phone Number Birthday Frequent diner: Yes/No Member Number - Have an access to Twitter and the website at the end of the Facebook page - Have a media page on which all the glowing reviews are posted 6. Smart phone application The Restaurant will also have a smart phone application with the following information: Direction: Restaurants map with estimated time to get there with the estimated time of arrival, various ways to get there (taxi, metro) View menu Make reservations Have a "virtual" frequent diner card with point & euro balances in real- time Purchase gift cards Save favorite dishes Page 27 of 37
Post reviews to Facebook & Twitter Have this application available on App Store via iTunes but also via Android Market. This application will be mentioned next to the Facebook and twitter logos on all advertisements, website This application enables the guest to have an easy and quick access to information regarding the restaurant, his account and how to get there with his/her smartphone wherever he/she may be.
D. Hotels
Website
Faire
connaitre
notre
restaurant
travers
des
interviews
de
personalits
comme
des
photographes,
peintres,
des
acteurs
qui
viennent
parler
dun
nouveau
film
(ex:
Jean
Reno)
dans
le
Patio
=>
le
but
tant
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VI.
ANNEXES
Chocolats maquillage
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45 to 60
Above 60
3) Current situation Student Retired Manager Senior Manager Vice President Reseller Craftsman Blue Collar White Collar Unemployed 4) Total household income Below 30 000-50 000 50 000-70 000 70 000-100 000 Above 100 000 5) Current marital status Single Married with children Married without children Separated Divorced Widowed 6) Area of Origin Asia Europe Central and South America North America Australia Russia Africa
Other
7) Home place In home country Expatriate in Paris Expatriate in France Expatriate outsite France (please indicate country .......) 8) Going to restaurant per week Never x1 x2 x3 every day Lunch Dinner 9) Weekly budget allocated for restaurant Below 50 50-150 150-300 300-500 Above 500 10) What attracts you most to enjoy the Montparnasse district? Business Leisure Shopping Restaurant Ambiance History Family/Friends 11)Are you interested in luxury brands? Yes No 12) What do you like most about the Kenzo Brand ?
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Colorful and Joyful Brand Japanese and French Culture Fun Relaxed yet Classy The mix of
13) What are the products you favor from the Kenzo brand? Perfumes Clothes Home/lifestyle Decoration Advertisements
Accessories Shoes
II. YOUR EXPECTATIONS REGARDING HIGH SCALE RESTAURANTS Please rank from low importance (1) to high importance (5) the criteria below that you apply to rank to classify your top choice restaurants (circle your choice). 1) How do you look for a restaurant? Social Medias 1 2 3 4 5 Word of mouth 1 2 3 4 5 Websites 1 2 3 4 5 Magazines 1 2 3 4 5 Colleagues/Friends/Family 1 2 3 4 5 Travel Guide 1 2 3 4 5 Travel Agency 1 2 3 4 5 2) What kind of atmosphere are you looking for? Warm and Cozy 4 5 1 2 3 Casual 1 2 3 4 5 Trendy 4 5 1 2 3 Changing 4 5 1 2 3 Formal 4 5 1 2 3 Traditional 4 5 1 2 3 Environmental friendly 4 5 1 2 3 Feeling home 4 5 1 2 3 Zen 4 5 1 2 3 3) What type of food do you prefer? Regional 4 5 1 2 3 World Cuisine 4 5 1 2 3 Traditional French Food 4 5 1 2 3 Organic Food 4 5 1 2 3 Customizable food 4 5 1 2 3 Veagan 4 5 1 2 3 Vegetarian 4 5 1 2 3 Seasonal Products 1 2 3 4 5 Page 32 of 37
Valet service Cloakroom service Childcare service Heated patio for smokers Lounge service 4) What type of additional services would you value? 1 1 1 1 1 2 2 2 2 2 3 3 3 3 3 4 4 4 4 4 5 5 5 5 5
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Th du Hammam is a rich, fruity tea created by Le Palais des Thes. This new recipe is an original combination of green date pulp, rich red fruit and the mellow roundness of Rooibos Our RARE TEAS DARJEELING CASTLETON
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DJ 117 - RECOLTE D'ETE 2011 Origin: India, Darjeeling Tea Estate: Castleton A truly magnificent plucking with floral, fruity (yellow fruit), honey, vanilla and woody notes that succeed one another seamlessly and harmoniously. Brewed leaves: Scents: geranium to start, with rose-floral notes, sweet hints of vanilla and fruit (cooked fruit, yellow fruit) topped with a fresh and heady accent of camphor and herbs. 45
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DARJEELING ORANGE VALLEY DJ 105 - RECOLTE D'ETE 2011 A really lovely plucking with woody, spicy and fruity (dried fruit, stewed fruit) aromas, sustained by a well structured liquor that is long in the mouth. Darjeeling Orange Valley DJ 105 MUSCATEL S.F.T.G.F.O.P.1 Origin: India, Darjeeling Tea Estate: Orange Valley Flavour: a touch of bitterness. Aromas: very woody to start, with tobacco, dried fruit, stewed fruit, spices, camphor and a hint of vanilla and cocoa. Aromatic profile and length in the mouth: the length is enhanced by the more astringent texture at the finish and the bitterness, leaving impressions of wood, spices, liquorice and dried fruit. DARJEELING HILTON DJ 1 S.F.T.P.G.F.O.P.1 The fresh, lively notes linger beautifully in the mouth. Perfect in the morning. Origin: India, Darjeeling Tea Estate: Teesta Valley Tea colour: black tea Grade: S.F.T.P.G.F.O.P.1 28 Scents: lovely and delicate: vegetal, raw vegetables, lively, zesty aromas, combined with rounder, heavier underlying notes of cooked vegetables. Aromas: very lively. Vegetal aromas (raw vegetables, peas, fresh leaves), very fresh and refreshing notes of wasabi and mustard leaves, an apparent sensation of warmth topped with almond and rose accents. Aromatic profile and lenght in the mouth: very long lively, fresh notes of raw vegetables. DARJEELING SINGBULLI DJ 835 AV2 - RECOLTE D'AUTOMNE 2011 Its delicious woody, fruity and sweet vanilla aromas linger in the mouth, while the supple, smooth texture is sustained by a delicate lingering astringency. Origin: India, Darjeeling Tea Estate: Singbulli
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Flavour: a sweet attack with an acidity that makes this a very lively tea. Aromas: woody, honey (beeswax), fruity (muscat grape, white fruit), a hint of dried fruit (raisin, dried apricot) combined with spicy accents (cinnamon, nutmeg) and hints of rose- floral, vanilla (vanilla sugar) and cocoa. Aromatic profile and length in the mouth: very well balanced. A perfect succession of notes with a lovely length in the mouth. 20
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