bookatable academy 2016 -...

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