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Bookatable Academy 2016
Brand building and reputation for the modern restaurant
Today’s line up2
Michael Ellis
Managing Director
Michelin Guide
Richard Alford
Partner
M&C Saatchi Accelerator
Emelie Swerre
Research Manager
EMEA & APAC
Brandwatch
Keith Newton
Managing Director
AfternoonTea.co.uk
Delivering Awareness, Revenue and Loyalty to Restaurants For 116 Years
1900 1926 2003 2016
Delivering Millions of Diners to Restaurants of All Types
€21 billion
110 three star
restaurants in the world
15,000 restaurants
in Europe
3 milliondiners every month
> € 750 million
Increasing Revenue and Profit by Optimising the Reservations Management Journey
Attracting
New DinersManaging
Reservations
Continuous
Improvement
Personalised
Experience
Improving
Yield
Building
Loyalty
Managing TablesIncreasing Revenue
by Diner
The Business Pains We Solve
New Diners Right Diners
Cut Costs More Control
Repeat Diners
Four Ways We Remove Your Pains
Controlling
DataStreamlining
Processes
Building
Brands
Personalising
Experiences
Michael Ellis
Managing Director – The Michelin Guide
9
le guideMICHELIN
In 1900, when there were fewer than 3,000 cars all around of France, traveling by car was definitely an adventure.
The Michelin brothers firmly believed that the automotive industry was very promising. To drive its development as well as that of Michelin, they decided to provide drivers with a booklet that would be helpful for both traveling and increasing mobility.
That booklet is now the well-known MICHELIN Guide.
The first MICHELIN Guide was published in August 1900 with a print of nearly 35,000.
Over the past century and more, the MICHELIN Guide has rated restaurants and hotels with a precise and independent rating system, which has gained popularity among its users. Its “inspectors” have become the most mysterious food critics in the world.
110
19 700
15 M
116
Savor the world, our footprints all over the world
13
Gustav – Berlin
Experienced in quality
Whether they are in Asia, America or Europe, our
inspectors apply the same criteria to judge the
quality of each restaurant or hotel they visit.
Exceptional cuisine, worth a special journey!
High quality cooking, worth a detour!
Excellent cooking, worth a stop!
Good quality, good value for money
Good value cooking
Our most delightful places to stay
o 113 Restaurants410 Restaurants
2 155 Restaurants
POTENTIAL OF QUALITY RESTAURANTS
14 000 Restaurants
n
m
MICHELIN GUIDE SELECTION
FOO
D Q
UA
LITY
STA
ND
AR
DA
BO
VE
STA
ND
AR
DU
ND
ER S
TAN
DA
RD
THE 2015 MICHELIN GUIDE RESTAURANT SELECTION WORLDWIDE
STANDARD QUALITY
RESTAURANTS
LOW QUALITY RESTAURANTS
2015 MICHELIN guide selection
Stars
16
Kei – Paris
Quality of the raw
ingredients
Clarity of flavoursTASTE
Compatibility of the
ingredients
Technical skill and flair in the
preparation
Value for money
Criteria of stars attribution
The Golden Rules
INDENPENDENCE : Inspectors are professional culinary critics and full time employees of
the Michelin firm. This Unique status guarantees the Guide total independence and
impartiality.
ANONIMITY : Inspector behave like any other customer in total anonymity including
setting their own bills.
INTEGRITY : All expenses (travel, lodging and food) have to be paid by the Inspectors.
Michelin Guide inspectors accept no money from the restaurants
CONFIDENTIALITY : Confidentiality is Key in the Michelin Methodology and a guaranty of
our full editorial independence.
18
TRENDS IN FINE DINING
19
Madrid - Diverxio
1) What is happening off the plate can be as important as what is happening on the plate
20
2) It’s about the product, but not too much information please
Oslo – Maaeme
21
3) People still want to dress for dinner…just not all that often.
Paris - Le Meurice Paris – Septime
22
4) No holds barred : Ingredients, cooking techniques, seasonings and spices have gone global.
Paris – Kei
23
CHALLENGES CHEFS FACE TODAY
24
1) Staffing : stiff competition for the best talent
25
2) Managing your e-Reputation in the age of Trip Advisor and Twitter
26
3) Sourcing: how can you assure reliable supply of the best products
27
4) CRM : Customer Relationship Management
28
29
le guideMICHELIN
Bookatable Academy 2016
Richard Alford
Partner – M&C Saatchi Accelerator
Richard Alford Partner
M&C Saatchi Accelerator
We advise growth businesses,
including hospitality, hotels and restaurants,
how to use advertising and communications
to achieve exceptional returns.
1. Kim Kardashian’s bum
2. Jean Claude Van Damme’s groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Kim Kardashian’s bum
2. Jean Claude Van Damme’s groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Kim Kardashian’s bum
2. Jean Claude Van Damme’s groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Jean Claude Van Damme’s groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Jean Claude Van Damme’s groin
groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Jean Claude Van Damme’s groin
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
http://andywheatley.com/wp-content/uploads/2015/01/SSE_HeaderBanners_958x440.png
Irrelevance Accidentally emphasize negatives Get in the way
1. Be bold
2. Be unexpected
3. The sad orangutan
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Whassup?
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Beautiful
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Are you beach body ready?
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Caitlyn and Jeremy
5. Protein World Ltd
380 complaints - Not upheldBefore investigating complaints that a poster featuring a woman in a bikini was offensive, the ASA
told Protein World that, due its ASA’s concerns about a range of health and weight loss claims,
the ad could not appear again in its current form. The ASA concluded, however, that that ad was
unlikely to cause serious or widespread offence
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Caitlyn and Jeremy
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Be yourself
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Be yourself
1. Be bold
2. Be unexpected
3. Be relevant
4. Be itchy
5. Be optimistic
6. Be sensitive
7. Be yourself
Make an IMPACT
Bookatable Academy 2016
Emelie Swerre
Research Manager EMEA & APAC - Brandwatch
Utilising social listening to build and improve brand reputationThe Bookatable Academy 2016
EMELIE SWERRE | RESEARCH MANAGER EMEA & APAC
BRANDWATCH.COM
Qualitative
Methods
Social
Media
Analytics
DETAILSCALE
Quantitative
Methods
WHERE SOCIAL LISTENING FITS
BRANDWATCH.COM
Where do I start?
IDENTIFY YOUR AUDIENCE
WHAT SHOULD YOU SAY/ NOT SAY?
WHERE/ WHEN SHOULD YOU BE ACTIVE?
Focus on the positives, avoid/ address the negatives
When you know these things you can start to create your social strategy…
Proving ROI
Listen Plan Engage
ListenROI
BRANDWATCH.COM
BRANDWATCH.COM
WHO?
Eating Out with Kids: The
Rusty Cutter, Havant
@beefeatergrill #review
#eatingout #Hampshire
BOOKING A
TABLE
DINING OUT@ATTACHMENTMUMM
A
Identifying target groups
BRANDWATCH.COM
Out for dinner with my fabulous
husband, wedding anniversary
tomorrow couldn't
be happier
…A nice small place to bring
the family as they are open 7
days a week. save room for
dessert as the ice cream tastes
like...
COUPLES GROUPS
@RACHJCHADWICK
182ROSALIEH/
TRIPADVISOR
BRANDWATCH.COM
WHAT?
Their ommelettes are as
good as any Ihop's (leaning
towards 'great'), but the
service is consistently slow.
Sometimes only a shift of
one serving al tables. And
the cleaning lady will mop
your shoes (free of charge) if
you don't get out of the way.
RICHPM20/ TRIPADVISOR
10%
70%
20%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
DINING OUT - SENTIMENT
PositiveNeutral
Negative
BRANDWATCH.COM
CO
UP
LE
S
GR
OU
PS
BRANDWATCH.COM
WHERE?
BRANDWATCH.COM
WHEN?
0%
1%
2%
3%
4%
5%
6%
7%AVERAGE TIME OF DAY
5%
7%
9%
11%
13%
15%
17%
19%
Mon Tue Wed Thu Fri Sat Sun
AVERAGE DAY OF WEEK
Customers
And then what…?
• Shape overall social strategy
• Create engaging content
• Tailor messaging
• Evaluate campaign/ promotion
• Competitor benchmarking/ learn from competition
• Inform further research
• Improve products/ service
• Find collaborators/ influencers/ ambassadors
BRANDWATCH.COM
HOW?
Case study 1: Dining outThe brand: Agency with restaurant clients
The need: Creating a better understanding of how the dining out
culture has developed and changed over the past few years
Our approach: Comparing conversations around 20 existing
brands/restaurants. General dining out conversation was also explored
to create a ‘bigger picture’.
BRANDWATCH.COM
52%
24%
18%
6%
Dinner Lunch
The findings
BRANDWATCH.COM
TOP DISCUSSED
• Food cost/ bills
• Special treat
• Healthy eating/ body
• Celebratory mealM
EA
L T
YP
ES
2300
1500900 780
600
300
290 457
0
500
1000
1500
2000
2500
3000
3500
Brand 1 Brand 2 Brand 3 Brand 4
Excitement
TOP BRANDS
My husband loves the homemade hash and eggs.
The have healthy fresh juice drinks and light menu
options as well. I would recommend trying this place.
Case study 2: Whisky Drinkers
The purpose: Create compelling research around a consumer
category with input from a spirit brand customer.
Our approach: Looked at demographics and behaviour of
whisky drinkers. The audience was also segmented into whisky
enthusiasts vs. standard drinkers to spot any differences in
personalities and habits.
BRANDWATCH.COM
The findings
BRANDWATCH.COM
Cocktail 43%
Neat 32%
On the rocks 18%
With water 7%
WAYS TO CONSUME
15%
11%
11%10%
8%
4%
4%4%
4%
Food & Drinks SportsMusic BooksFamily & Parenting Games
BRANDWATCH.COM
TOP INTERESTS
28%43%
72%57%
0%
20%
40%
60%
80%
100%
WhiskeyEnthusiasts
Standard Drinkers
GENDER
BRANDWATCH.COM
WHISKY ENTHUSIASTS STANDARD DRINKERS
Thank You
BRANDWATCH.COM
Bookatable Academy 2016
Keith Newton
Managing Director – AfternoonTea.co.uk
Keith Newton – Managing Director
Bookatable Academy 2016
Thank you