Overview of the Presentation

WELCOME TO THE MAGICAL WONDERLAND: Core mission, history, brand positioning, pricing strategy, target customer and competitive analysis

MIGRATING THE FAT DUCK: Macro trends, micro trends, PEST analysis, city analysis, location analysis, competitors, customer alignment, SWOT analysis, pricing alignment and laws

DOWN THE RABBIT HALL: Beginning of an experience, reservations, interior design and operations

PROOF IN THE PUDDING: Tasting menu, launch and project calendar, opening and operating budget, sales projection and inventory turnover

THROUGH THE LOOKING GLASS: Human capital and integrated marketing plan

APPENDIX

SOURCES The World of Heston

British celebrity chef Born and raised in London Inspired as a teenager by trips to French Michelin-starred Taught himself classical French cooking

Adopted a different attitude towards cooking practices: “Question Everything” Advocates a scientific understanding in cooking Pioneer of multi sensory cooking, food pairing and flavor encapsulation

Pioneer of multi sensory cuisine Celebrity status: TV shows and cookbooks The

Most reputed guide worldwide Established in 1926 Inspected by anonymous professionals Paid by Michelin, not the restaurant to maintain authenticity The addition or loss of a star can have dramatic effects on the success of the business The Rating System

Very good restaurant

Worth a Detour

Exceptional Cuisine, worth a special journey

CRITERIA:

Quality of products Chef’s mastery of flavor and cooking techniques Chef’s ability to infuse the cuisine with their culinary personality Consistency between visits and the overall dining experience Heston’s Brand Umbrella

The Fat Duck (Bray, Berkshire)

Dinner by

The Hind’s Head (Pub in Bray)

The Crown (Pub in Bray) The Perfectionists’ Cafe (London Heathrow Terminal 2) Dinner by Heston Blumenthal () The Fat Duck

Founded: 16 August, 1995 Food type: British/French Gastronomy Culinary Status: 3 Michelin star Location: 1 High Street, Bray, Berkshire, Large suburban village - About an hour drive from London Housed in a 16th century historic building Logo Design Analysis

BEAK FEATHER FOOT (Spoon) (Knife) (Fork)

Core Mission The Fat Duck is a restaurant unlike any other, a place where food is not what is seems. We focus on providing a high quality gastronomical and multi sensory experience focused on innovation and consistency.

The Fat Duck aims to create sheer and utter nostalgic happiness in every diner’s head, mind and body. We take the diner on an enchanting journey by providing an enhanced and immersive dining experience focusing on all of the five senses. History of The Fat Duck

1994: Bought a run-down pub in Bray called The Ringers for £240,000

1995: Re-opened it as The Fat Duck with only 2 chefs French bistro style with influence of science Iconic dish ‘Triple Cooked Chips’ earned the attention of food critics

Restaurant came close to going bankrupt – Heston sold his house, car and other possessions. Embraced innovation and changed the menu

1999: Earned first Michelin star Developed unconventional techniques to cook 2001: Earned second Michelin star

2004: Earned third Michelin star It was the fastest that a restaurant had gone from one to three stars in the UK Became one of three restaurants in the to have three stars

2014: Announced closing of the restaurant for renovations for 6 months

2015: Temporarily relocated to Melbourne, Lost its 3-starred status - Became ineligible for assessment by the Michelin Guide

Later this became ‘Dinner by Heston’ – Permanent location in Melbourne

2016: Regained its 3-star status Brand Positioning Pioneer of multi sensory cuisine Quality and reputation Dining experience meets magical theatre Heston Blumenthal’s celebrity status Highly exclusive Strives to challenge and shake convention Visually appealing, a mosaic of both flavors and textures One of only five 3 Michelin star restaurants in UK

Competitive Advantage Unique offering: multi sensory cuisine Unique culture identity 1:1 Staff to diner ratio Precision and consistency One of only five 3 Michelin star restaurants in UK Intellectual property Named one of the 175 greatest chemists of all time Business Details

FINANCIAL DETAILS: The Fat Duck has cost Heston Blumenthal a fortune over the years Initially took 8-9 years to start making a profit Continuously adopting practices to reduce cost and improve efficiency Annual revenues: Private company Estimated annual revenues: $10 million 20% of revenues invested back into all businesses

SIZE OF THE BUSINESS: Estimated market share: 15-18% in terms of 3 Michelin star restaurants in the UK Estimated market share: 30-35% in terms of multi sensory cuisine worldwide

PRICING STRATEGY: Sets its own prices based on innovation, ingredients, and elements of experience Pioneer of multi sensory cuisine Category creator Target Customer

Absolute & Aspirational category

Family & Friends Travelers

Reservation Inquiries: 35,000 per week

Demographics: Age: 38 to 60 years Gender: Male and female Income: $1.5 Million per annum Education Status: Undergraduates

Other details: Mostly British residents, specifically London based Own cars – 1.5 hour drive from London High amount of leisure time Food enthusiasts – knowledgeable and specific needs Macro Trends

Travel • Increase in global travel: Green travel, Solo travel, Small town travel • Foodie Tours Food • Potential for a meatless future Technology • Expanding options: • Multifunctional mirrors Fresh meals/kits, Personal chefs, • Rise of electric cars Subscriptions, Food trucks, Ready-to-eat • Internet of things boxes, Online grocery shopping • Importance of big data, analytics: Real time customer relationship management Social • Rise of everything going digital: • Creativity and self-expression Online shopping, Rise of Amazon, Farfetch • Connect locally and globally via social media • Hype around virtual reality, augmented reality • Increased use of social media by 2020, especially by the older demographics Spending • Instagram has the potential to become the • Increased interest to “experience things” in “home for brands” luxury • Millennial spending is expected to increase by 2020: Potential to become the largest spending generation by 2035 Micro Trends

Chef Collaborations: Pop-ups, Restaurant takeovers, International collaborations

Experience-oriented: Visual, Taste, Smell, Environment, Touch

Non-Alcoholic Drinks: Innovative drink pairings, Juice programs, Tea menus, Mocktail mixology

Mindful Food Choices: Shifting attitudes towards health and wellness, Sustainability, Farm-to-counter, Ethical issues, Transparency with food labels

Incorporating the use of technology: Digital menus, Mobile applications, Personalization and customization, POS ordering systems, Pay-at-the-table United States of America

Part of the top markets spending in luxury Largest predicted number of high net worth individuals by 2022 High growth potential Culture: Energetic, open minded, try new things PESTS Analysis

Political: Instability and uncertainty regarding foreign policies (NAFTA Agreement, China, North Korea), Reverse of a number of policies created by Obama, Policies on gun control, immigration, environment, and the Affordable Care Act

Economic: GDP expected to grow by a rate of 3.0% in 2018, 2.9% in 2019, and 2.1% in 2020, Employment rate is forecasted to decrease by 3.6%, Recent tax cut regulations and new federal spending plans, Clear and transparent legal system (pro-business)

Social: The labor market is flexible and dynamic, Higher education corresponds to high number of skilled graduates (Increased uncertainty with firms gaining visas for foreign employees), Violent crimes persist

Technological: Well-developed infrastructure to handle natural disasters, Future investments in infrastructure declared, Hub for technological innovation (ex. Silicon Valley), Global leader in science and technology

Sustainability: Active environmental movements (ex. pipelines), Withdrawal from the 2015 Accord of on Climate Change (protests for Trump to address issues on Climate change)

Number of millionaires: 465,000 (rose by 63% since 2009) Billionaire capital of the world - 103 billionaires (1% growth rate)

Close proximity to neighboring cities such as New Jersey, Boston, Philadelphia, etc. New York is the preferred location for those seeking a luxury blend of finance, culture, commerce, shopping, and real estate

Jet Traveler conducted a survey and inquired where millionaires liked to dine across the world: • The Fat Duck was #10 on the list • The readers (millionaires) had a median household income of $2.8million and net worth of $41million Midtown

Largest central business district • Many corporate headquarters located • Hotspots and niche locations • Three Michelin Star restaurants: 5 • In close proximity to Bryant Park, Times Square, Upper East/, Flatiron District, etc.

Beautiful Manhattan skyline Easy access via public transportation Competitor Analysis In terms of: SWOT Analysis: • 3 Michelin star restaurants - New York • Multi sensory cuisine - Worldwide Strengths: • Attracts a very international clientele CHEF’S TABLE AT BROOKLYN FARE • 7,000 bottle cellar Cuisine: Contemporary • Kitchen is at the center - Diners have the Location: Midtown West opportunity to see how top chefs are making Price: $394.36 (tasting menu) their foods Chef: César Ramirez • Communal dining experience About: Japanese cuisine, French technique Market share: 15-18% Weaknesses: • Ignore vegetarians & dietary restrictions • Chef is known for an “imperious behavior” • Outdated uniforms

Opportunities: • Number of courses offered change daily- offering variety of foods • Use of high-end ingredients

Threats: • Increasing prices: Dinner cost by 10% • The second most expensive restaurant ELEVEN MADISON PARK

Cuisine: Contemporary American Location: NYC- 24th street and Madison Avenue Price: $315 Chef: Daniel Humm and restaurateur, Will Guidara Market share: 21 - 23%

SWOT Analysis:

Strengths: • Good location: overlooks Madison Square Park Opportunities: • Personalized cocktail offerings • Opportunity for more pop-up and immersive dining • Three private dining space offerings, experiences accommodating up to 55 guests • International expansions • Cookbooks and gift card offerings • Opening restaurants at lower price tiers

Weaknesses: Threats: • During renovations, the restaurant shuts off • Using Tock, a third-party startup for restaurant completely - No temporary pop up restaurant reservations created • 4-person table requires almost $1200 upfront • High pressure to maintain standards charge • Long lead time to master dishes

Cuisine: Japanese Location: Time Warner Center Price: $595 per person Chef: Masayoshi Takayama Market share: 25 – 28%

SWOT Analysis:

Strengths: Opportunities: • First Japanese restaurant in the United States to • A lot of media attention and publicity - Appeared earn 3 michelin stars on “The Late Night with Seth Meyers” • Gratuities not accepted at Masa • Connections with other industries such as with the • Exceptional hospitality is integral in the Masa Gagosian Gallery experience, as reflected by Japanese culture

Threats: Weaknesses: • Most expensive restaurant in New York • Sibling restaurant, “Tetsu” has a arguably bad • Cancellation must be made 48 hours in advance, image - could damage Masa’s reputation $200 charge per person • Branch in Los Angeles recently shut down • Long lead time to master dishes EL CELLER DE CAN ROCA (GIRONA, SPAIN)

Cuisine: Contemporary Catalan food Location: Girona, Spain Price: 300 euros/350 dollars Chef: Jordi Roca Market share: 8 - 11%

SWOT Analysis:

Strengths: • Family run restaurant Opportunities: • Rich history • Annual tours in August to , Turkey, • Dishes focus on evoking memories and South America, and the United States for inspiration emotions • Exclusive pop up events at each destination - • Research and innovation site is across from “Gastronomic travelers” the restaurant

Threats: Weaknesses: • 11-month waiting list • Restaurant is completely shut off during the • Location: 116 kilometers away from Barcelona, a summer (annual tour) prime city in Spain • Menu features multiple fish courses • No intention to open a restaurant at a different • Highly reliant on the head chef location • Pressure to stay innovative SUBLIMOTION (IBIZA, SPAIN)

Cuisine: Gastronomy Location: Ibiza, Spain Price: $3000 Chef: Paco Roncero Market share: 15%

SWOT Analysis:

Opportunities: Strengths: • Gain attraction of tourists who are traveling to Ibiza • Stimulates the 5 senses all at once and are staying at the hotel • Located inside the Hard Rock Hotel Ibiza • Only 25 staff members are needed for the entire • Entertainment experience dining experience - Specialized roles • World’s most expensive restaurant • Opening restaurants at lower price tiers • Place designed to intensify the pleasure • High brand recognition and media attention Threats: • Technological infrastructure Weaknesses: • Economic uncertainty • Only 12 diners can eat at once • One tasting menu • Huge reliance on technology for the entire one-of-a-kind experience SWOT Analysis

Strengths: Opportunities: • Pioneer of multi sensory • Gain momentum to achieve 3 Michelin stars • 1 to 1 Customer to staff ratio for new location • Has 3 line up chefs reduces dependency on • Offer different menus for vegetarians, vegans, Head Chef etc • Constantly innovating - can keep up with • Offer different menus for different seasons trends • Inclusion of virtual reality • Celebrity status – Heston Blumenthal • Establishing a foundation for underprivileged • Highly consistent experience aspiring chefs • Fun and enticing ambiance • Partnerships with brands for high end • Location and accessibility culinary/equipment lines • Elaborate wine offerings • Partnerships with hotels, companies, etc for • Employee confidentiality contract major events

Weaknesses: Threats: • New and unfamiliar American produce • Presence of established 3 Michelin star • Highly machine and processes based restaurants • High pressure to maintain standards and • Political and economic uncertainty innovation • Rising real estate costs • Long lead time to master dishes • High financial investment Target Customer Alignment

Absolute & Aspirational category

Family & Friends Business & corporate professionals Travelers

Expected potential customers: 5000 reservation requests on a weekly basis, increasing by 8-10% on a weekly basis due to promotional campaigns in the future.

Demographics: Age: 34 to 55 years Gender: Male and female Income: $1.5 Million per annum Education Status: Post graduate degree

Lifestyle & psycho-graphics:

Geography: Our customers live in urban areas, specifically first and second tier cities all across the world, with substantial global and cultural influences.

Work and leisure: Our customers are high-level ambitious professionals. Leisure time is rare, and they prefer quality experiences.

Interests: Our customers are social and enjoy staying connected. Travel and food is high on their preference list, for business and pleasure purposes. Customer Behavior:

Use of technology: Our customers are smart phone users, addicted to staying connected and updated with the world. They value innovation and convenience at all times.

Media consumption: Customers want regular news via newspapers, online articles and social media. This influences their personal preferences with respect to politics, business, culture and technology.

Spending behavior: Our customers grew up in a globalized world and have a strong desire for new experiences. They are knowledgeable about luxury food and beverages, and enjoy fine dining. Pricing Strategy Alignment Sets its own prices based on innovation, ingredients, and elements of experience • Pioneer of multi sensory cuisine - category creator

Tasting menu: $350 per head • Base price – does not include alcohol, beverages, tax, etc. • Mistake is not an option - know that people are expecting a lot

Capturing market share for The Fat Duck New York: • Estimated market share: 11-14% in terms of 3 Michelin star restaurants in New York • Estimated market share: 15-18% in terms of multi sensory cuisine worldwide

Laws and Regulations According to the New York restaurant grading systems, the following categories need to be looked into: • Health Care • Intellectual Property Rights • Data Security • Menu Labeling • Food Waste • Wages and Overtime • Restaurant Tax Laws • Health and safety laws • Licensing and Operating Laws: Food safety (inspections and permits), Liquor license • Anti-Discrimination Laws Beginning of an Experience

RESERVATION MAIL

• Details: Date, Time, Number of guests

• What happens next: Reservations team Make a reservation - taken up to 2 months in advance will call for confirmation, 3 calls before Receive an email from The Fat Duck New York cancellation, Base payment in advance Confirm reservation • A quick reminder: Health or allergy Advance payment ($350) through online transaction related dietary requests, 14-day Payment after meal: Credit card payment cancellation policy (Before 14 days, Valet parking at The Fat Duck money will be returned), Late policy (courses might be reduced if 30+ Embarking on the journey: minutes late) • Diners will receive a map, not a menu • With a magnifying glass • Front-of-house staff will help them navigate Interior Design

Area: 5,000 square feet ($200 per sq. ft.) Bespoke restaurant space Massive investment Ambiance injects magic Sense of fun and excitement

Plushy decor Wooden flooring Seating - Italian leather & French velvet Mood lighting – changing colors A beautiful wine cellar Dining area - Clear path for service Kitchen, pantry - Clean, functional design

Wheelchair accessible Parking – valet services Operations 40 covers = 40 seats (by reservation only) Expected customers per service: Restaurant timings: • Lunch – 60 dinners • Lunch – 11:00 am – 3:00 pm • Dinner – 80 dinners • Dinner – 6:00 pm – 10:30 pm Tasting Menu 16 courses – split into 8 chapters Tasting takes 2 – 2.5 hours Carefully paired wine with each course (costs extra)

Heston’s childhood – Split according to times of the day Bringing a sense of humor and wonder to the table Innovative food to play with all the senses and mess with the mind

Playing with dinner’s senses: Touch, smell, sight and sound Importance of story telling – evoking memory and emotion Experience is as important as taste Taste buds are tickled, senses are heightened

Menu has a precise rhythm and pace Menu is a constant work in progress Progressive and unorthodox cooking style Contrasting textures, temperatures and flavors Dishes draw on art, literature and science to enhance the eating experience Some dishes take over 3 days to prepare Deliberately peculiar names designed to delight and surprise the diner Chapter One Nitro Poached Aperitifs

First course served Cleans the palate for whats to follow Options: Vodka, Gin Cooked in front of the guest in liquid nitrogen Meringue with a crispy exterior and creamy interior Light as air - melts in the mouth Bacon and Eggs Ice Cream

Nitro scrambled eggs and Turns breakfast into desert With a strip of pressed bacon Creamy slice of savory brioche Chapter Two Snail Porridge

Developed in 2003 One of Heston’s most iconic dishes Trimmed and braised Roman snails Cooked with thin shaves of garlic, parsley butter, fennel and oats Chapter Three Popsicle Canapes

TWISTER ROCKET Apple, celery & walnut Tea smoked salmon & avocado mousse

FEAST Chicken liver pate, fig, red wine & cocoa nibs Prawn Cocktail

Prawn cocktail starter with a twist of seaweed crisps Chapter Four Mad Hatters Tea Party

Inspired by Alice in Wonderland Draws on childhood nostalgia Gold leaf plated pocket watch dissolves to form a beef consome This is poured over a mock turtle egg The white is panacotta, the yolk is sweet jelly Eaten with Victorian toasted sandwich – bone marrow, ketchup, black truffle Meat Fruit

A velvety chicken liver parfait. Dipped in mandarin jelly with paprika extract and set overnight. Served with grilled sourdough bread with herb oil. Chapter Five Sound of the Sea

Multi sensory fish course Evokes seaside memories Finely sliced, lightly grilled fish and pickled seaweed Foam of shellfish made of white wine broth and seaweed Edible sand made from crushed ice cream cone, miso and tapioca Sea shell conceals an ipod – playing the sounds of seagulls Bringing the beach directly to the table Rock Pool

Crab is made from white chocolate Hot mussel veloutte is poured on top and the crab disappears Salt compressed cucumber and pickled lemon at the base of the bowl Clam flavored jellies at the bottom of the bowl On top some lightly smoked caviar Hot and Cold Tea

A cup of rabbit tea Contrasting temperatures in 1 sip Chapter Six Walk in the Woods

Mimics the sights, sounds and smells of the forest floor Creates magical memories of discovery The base is a mushroom purie, blackberry gel and lovage emulsion Muddy soil is made from mushroom and beetroot powder Crunchy woodland log made from edible paper no sweetness sugar The vegetation is edible flowers and baby beat roots A woodland aroma fills the air Whiskey Gums

Gummies made of whiskey Whiskey from different regions of Europe Chapter Seven Botrytis Cinerea

Uses the technique of flavor pairing – taking foods with similar compounds Combines flavors of a sweet desert wine with contrasting textures and temperatures Peach, fenugreek, citrus, honey and orange flower blossom All contained within sorbet, jelly, biscuits, ice creams and meringue Sitting on top of blue cheese soil and vanilla salt Eggs in Verjus

Eggs in verjus, Verjus in eggs A large brown egg placed on a bed of golden straw and orange jelly. Chocolate shell with white mousse with an orange liquid center Chapter Eight Counting Sheep

Evokes memories of bedtime Calm and tranquility A levitating pillow hovers over a music box Meringue with soothing milky flavors Lavender mousse, vanilla sponge, orange flower water and coconut ice cream Fluffy spoon Sweet Shop

Sneaking candy at night Queen of the Hearts card White chocolate and wild berry Made using an edible ink printer Human Capital

OWNERSHIP: SOLE PROPRIETORSHIP Ultimate decision maker Directs the business Active role in operations, not on a daily basis Creates new menu items Determines dish prices

FOR THE US: Driving force behind new restaurant launch (includes site location, interiors, budgeting, promotional campaign, etc) Face of the brand for promotional purposes Active role in hiring human capital Lead the restaurant service for six months Review operations on a daily basis for six months RESTAURANT MANAGER (DIMITRI BELLOS) In charge of Front of House staff Day-to-day operations of the restaurant Hires, trains and oversees front-of-house staff Maintenance and smooth running of The Fat Duck, Bray

FOR THE US: Hire a Restaurant Manager with at least 3 years experience in a Michelin star restaurant in America, preferably New York Train the new RM in Bray for 3 months to maintain standards Educate on history of the restaurant and all dishes in detail Train to further recruit and uphold brand culture Creative contribution to interiors and uniform selection

Head Chef and Restaurant Manager need to have a good and frank relationship dedicated to perfection FRONT OF HOUSE STAFF (14 MEMBERS) Responsible for restaurant’s dining area Setting up service, waiting on customers, interacting with kitchen staff Essential qualities: patient, charming, attentive Represent the brand - Take a great experience to beyond amazing Must provide impeccable levels of service Must have full detailed knowledge of each dish – ingredients, process, etc Skillful usage of liquid nitrogen and pressurized siphons Service is as important as food - Menu takes 2 hours to serve Busboys – remove used dishes and cutlery

FOR THE US: Hire American servers who have at least 2 years experience in Michelin star restaurants 1 month training session in Bray Servers need to have worked with international diners & understand cultural differences 30% of front-of-house staff must be from TFD, Bray HEAD CHEF (JONNY LAKE) Responsible for Back-of-House operations Hiring and training kitchen staff Creating new menu items Sourcing and purchasing food Maintain a strong rapport with Heston and Dimitri Set the pace and tone for every service

FOR THE US: Chef Ashley Palmer-Watts becomes Head Chef, previously Sous Chef at TFD, Bray Needs to interact with professionals in the American luxury food industry (chefs, inventory managers, food critics, suppliers, market analysts) Hire and train sous chef with Heston Educate sous chef and chefs on history of the restaurant and all dishes Collaborate on interior design of the kitchen Purchasing equipment and source food Create menus with Heston BACK OF HOUSE STAFF:

Consists of sous chef and other chefs who specialize in deserts, pastry, proteins, sauces, etc. Understand the concept of multi-sensory dining experience

SOUS CHEF: CHEFS (20 CHEFS)

Hire an American sous chef, with previous Hire chefs in New York with at least 3 years experience in a 3 Michelin star restaurant experience in a 2 Michelin star restaurant Train new Sous chef in Bray for 3 months to Train new chefs in Bray for 3 months to maintain maintain standards standards 30% of back-of-house staff must be from TFD, Bray MASTER SOMMELIER 1 of only 200 master sommeliers in the world Gate keeper to a treasure trove of fine wine 3,500 bottles in the cellar Selects wine based on the balance of 5 key characteristics: Acidity, Tannin, Body, Fruit and alcohol Pairs wine with each course

FOR THE US: Hire 1 master sommelier Train master sommelier in Bray for 2 months Responsible for sourcing and testing wines in New York

BAR MANAGER: FOR THE US:

Responsible for beverages and bar area Hire 1 bar manager Responsible for stocking the bar Train in Bray for 2 months Adapting new trends in beverages Hire 5 bartenders with over 2 years experience in 2 Michelin star restaurants Responsible for sourcing and testing new alcoholic trends Launch and Project Calendar Launch Date: December 6, 2019 Date Rationale: • Capitalize on the festivities of December • 1.5 years of planning • Matching the expectation to the experience Budget OPENING BUDGET (COMPREHENSIVE):

OPERATING BUDGET (COMPREHENSIVE): Sales Projection

RECOVERY:

It will take The Fat Duck New York two years to recover its initial capital investments. Inventory Turnover

The Fat Duck New York’s inventory turnover for food: 16 times a month, roughly 4 times a week.

The Fat Duck New York’s inventory turnover for alcohol: 3 times a month.

Proposed suppliers: • Gourmet Foods International: Specialty and gourmet food • Stark Foods: European specialty food distributor

High quality Consistent supply and delivery – quantity, specification, freshness & authenticity Integrated Marketing Plan

Objectives: 1. Create brand awareness about The Fat Duck New York reaching 50,000 millionaires before December 6, 2019. 2. Create momentum using digital and traditional promotional tools to sustain a steady flow of customers after the grand opening. 3. Maintain customer acquisition rate at 10% per week combining all platforms

Strategy for Promotional Activities: A combination of traditional and digital marketing tactics for customer acquisition and retention.

Major emphasis on: • Heston Blumenthal – A celebrity in the culinary world • Menu item – multi sensory experience • The Fat Duck – company culture

Promotional message across all platforms: • Welcome to Heston’s wonderland • Spread passion, make magic and create memories IMC Time and Action Calendar IMC Budget

* Communications team’ salaries have been included in the operating budget Digital Marketing

Multi-level approach to online brand us awareness • Website, search engine optimization • Social Media: Facebook, Instagram, Twitter

WEBSITE: Launch Date: March, 2019 Date rationale: Provide information about the restaurant in advance. Countdown clock until the opening.

Responsibilities: Developments will be SEARCH ENGINE OPTIMIZATION: overseen by Heston Blumenthal and Optimizing The Fat Duck New York website for search Communications Manager engine results • A separate website for America Search words relevant to Heston Blumenthal, The Fat • Similar aesthetics to the main website Duck’s concept, story, type of food, history of the dish • Responsive design – Desktop and and location mobile friendly Examples: The Fat Duck New York, Heston Blumenthal, • Showcase the entire menu online multi sensory cuisine, experience food, Michelin stars • Highlight story, photos & events • Reservations platform needs to be user friendly Social Media Strategy

The Fat Duck will focus on only 3 social media platforms: Facebook, Instagram, and Twitter

Reason for strategy: 2018 United States Social Media Statistics: Facebook – 73% Instagram – 35% Twitter – 24%

Date: March 2019 Date Rationale: Create a buzz around The Fat Duck and its multi sensory dining experience over a period of 9 months before the grand opening

Highly responsive on social media Social media management tool – HootSuite Keeps tabs on social media networks and engagement

Responsibilities: Communications Manager FACEBOOK: Objective: Reach a minimum following of 35,000 followers (across all income groups) with an increase of 10% per month from March 2019 to December 2019

Target: Older customers (mostly 35 years and above)

Will be used for: • Maintaining customer relationships • Customer service • Attracting new customers • Directing traffic to website Welcome to the Wonderland

Frequency: A maximum of two times per day to avoid overwhelming the customers

Content to post on Facebook: • New menu items • Special dishes and menus • Special events • Videos • Media coverage INSTAGRAM: Objective: Reach a minimum following of 50,000 followers (across all income groups) with an increase of 15% per month from March 2019 to December 2019 Target: Millennials

Will be used for: • Showcasing mouth-watering menu items The Fat Duck New York • Spreading awareness of the brand culture • Showcasing a fun and engaging culture

Frequency: Once or twice a day

Content to post on Instagram: • Images of food • Timelapses and boomerangs • Behind the scenes photos & instastories • Celebrity spotting • Chef stories • Signature dish experiences • Event photos

• Hashtags: #thefatducknewyork #downtherabbithole #aliceinwonderland #multi sensory #allsenses #midtownmanhattan #hestonblumenthal #foodgasm #throughthelookingglass TWITTER:

Objective: Reach a minimum following of 15,000 followers (across all income groups) with an increase of 5% per month from March 2019 to December 2019

Target: Business people and celebrities

@thefatducknewyork Will be used for: • Promotions Visit our website to know more about the

dining experience in Heston’s wonderland • Key announcements www.thefatducknewyork.com • Customer relationships and service

Frequency: Twice a day

Content to post on Twitter: • Post links to videos, events, and website

Reply to The Fat Duck New York... • Engage by retweeting • Search hashtags to participate in conversations • Hashtags: #thefatducknewyork #downtherabbithole #aliceinwonderland #multi sensory #allsenses #midtownmanhattan #hestonblumenthal #foodgasm #throughthelookingglass Traditional Marketing

Multi-level approach to raise media and customer awareness:

Press release Outdoor advertising PRESS RELEASE Press conference Grand opening

People Responsible: Heston Blumenthal and Communications Manager

PRESS RELEASE: Reason for press release: To reach out to the media to promote the • Concept and cuisine press conference and grand opening • Opening date • Short document that delivers news to the media • Location • Provide context, our story, and related information • Competitive advantage • No industry jargon • Why should dinners care? • Specialty Date: October 2019 • Ambiance Date Rationale: General industry standards (2 months prior to events) Target: All major publications in New York & national publications

Expected result: To gain attention of all publications about The Fat Duck New York and its opening. Build relationships in order to get featured in articles and news posts. OUTDOOR ADVERTISING: Objective: To promote The Fat Duck through 10 digital billboards and street furniture located in Manhattan. Reasons for strategy: • Cheaper than traditional billboards – no printing costs • Changing advertisements for one brand • Difficult to ignore - Increased visibility Date: October 2019 Date Rationale: Create a buzz on the streets of New York during the festive season.

digital billboards and street furniture PRESS CONFERENCE: Objective: To provide detailed information to the media and answer questions from reporters for positive new coverage (appear in newspaper and magazine articles)

Date: December 5, 2019 Date Rationale: According to industry standards (1-2 days before the main event) Location: Event will be led by Heston Blumenthal at The Fat Duck New York

Media List: • The Wall Street Journal • The New York Times • Daily News • New York Post • Conde Nast Gourmet • Gastronomica

Send a personalized invite to every member. Provide a press kit to the media - Fact sheet on business, menu, FAQs, press release and business card

Anticipated: 50 attendees from various publications GRAND OPENING: Objective: To officially open the doors to The Fat Duck New York in the presence of celebrities, industry members, key partners and media.

Date: December 6, 2019 Date Rationale: Taking advantage of the festive nature of the month of December. Additionally, December 6 is a Friday. Location: The Fat Duck New York

Reason for grand opening: To gain media coverage and introduce the restaurant to the Details: locals while creating goodwill • By invitation only – deliver printed invitation by hand Invitations sent to: • Offer sample appetizers • Media • Hire a live band • Local residents & influencers • A short speech by Heston – Thanking and • Food critics welcome note • Celebrities • Offer a guided tour of the facility • Business influencers • Will be reported through the media and official • Luxury restaurant and hospitality members The Fat Duck New York social media handles Anticipated: 200 attendees from various segments Conclusion

With an initial capital investment of $21 million, The Fat Duck New York faces a promising future in attaining market share in the luxury fine dining industry.

By focusing on traditional and digital promotional strategies, will engage customers and provide an exceptional and one-of-a-kind multi sensory immesive dining experience.

FUTURE PLANS AND PROSPECTS:

Continuous menu reinventions

Enhancing the multi sensory experience with the innovative use of virtual and augmented reality

The use of technology to enhance social situations

Personal participation by Heston: Dining with Heston, being personally served by him

CSR Opportunities: Auction tables, charitable foundations (sponsoring unprivileged aspiring chefs)

Launch of The Fat Duck New York’s Cookbook APPENDIX Celebrity Status

TV SHOWS:

2002: Kitchen Chemistry with Heston Blumenthal 2004 – 07: Heston Blumenthal: In Search of Perfection and Heston Blumenthal: Further Adventures In Search of Perfection

2009 – 10: Heston’s Feasts 2011: Heston’s Mission Impossible 2012: How To Cook Like Heston 2012: Heston’s Fantastical Food 2014: Heston’s Great British Food

COOK BOOKS:

Kitchen Chemistry (published by the Royal Society of Chemistry) The Fat Duck Cook Book MACRO TRENDS (CONTINUED):

Health “Hiking is the new yoga,” Customized and personalized diets, Healthier and transparent refrigerators

Fashion Blurred boundaries between formal wear and casual wear, “Seasonal versatility” - Clothes that are useful for multiple seasons and purposes, Sustainable fabrics

MICRO TRENDS (CONTINUED):

Veggie-Centric Cuisine: Carbohydrate replacements like cauliflower rice, Vegetarian meat, Vegetables treated as meat, Insects as a new source of protein

Authentic Flavors: Increase in the use of global spices, Rise in International cuisines such as Mediterranean food

Unusual Cuts of Meat: Vegas strip steak, Merlot cut, Oyster blade, Shoulder tender

Priority on value and service: Demand for sophisticated experiences

Importance of presentation: Eating in a bowl: Poke bowl, salad bowl, smoothie bowl, etc. DEVELOPMENT LAB:

New recipes are invented and tested by Heston Team of 6 development chefs High spirited and resilient – some dishes take more than 15 months to develop

FOR THE US:

Will not invest in a development lab in New York Will follow new dishes created in Bray

BOOKINGS TEAM:

No exceptions to reservations Receive thousands of calls daily Use an online booking system for all dietary requests Responsible for noting any food allergies, restrictions of guests and communicating them to the kitchen in advance

FOR THE US:

Hire two people for the booking team Must have 2 years experience in 2 Michelin star restaurants Send booking confirmations in advance to the customer via email COMMUNICATIONS MANAGER:

Responsible for the development of internal and external communication plans Point of contact for company leadership Multitasking in a fast paced environment

FOR THE US:

America based PR Manager who understands the industry and how to promote the brand to the new market Responsible for promotional events on television, radio and press conferences. Responsible for daily promotions on social media sites (Facebook, Instagram and Twitter) Hire a team of 2 professionals for the communications department EQUIPMENT IN THE KITCHEN: Top of the range pots, pans, digital scales, timers, knives and grinders Use a highly unconventional tool kit Tools take performance and precision to the next level Vacuum Oven: Polar Bear: • Handmade and completely modified oven • Used for precision heating and cooling • Weighs 5,000 kilos • Weighs 170 kilos per unit • Costs $12,000 to $15,000 per oven • Costs $20,000 per unit • 1 unit needed • 1 unit needed

Brochette: Centrifugal Evaporator: • Skewer system machine • Gentle evaporation of solvents • Used to intensify flavor in 6 of their dishes • Costs $55 per unit • Costs $7,000 to $8,000 per unit • At least 5 units needed • 1 unit needed Vacuum Sealer: Edible ink printer: • Used for sous vide in a water bath • Costs $350 per unit • Costs $2,000 per unit • 2 units needed • At least 3 units needed

EQUIPMENT NEEDED DURING SERVICE:

Used to prepare fresh elements Pressurized syphon Enhances the experience for diners • Costs $400 per unit • At least 14 units needed Liquid Nitrogen: • Freezes anything in 10 seconds • Integral part of fat duck cooking OPENING BUDGET (DETAILED): OPERATING BUDGET (DETAILED):

Assumptions and details: * Kitchen stationary equipment includes ovens, refrigeration systems, cooking stations, pantry, freezers, etc. This equipment needs to be set up and installed during the construction phase. ** Kitchen specialized equipment refers to pots and pans, knives, blenders, siphons, digital scales, timers, etc. This equipment is portable and quick additions can be made as required. SALES PROJECTION (FOOD AND ALCOHOL):

Assumptions and details: * 40 covers per services INTEGRATED MARKETING PLAN (CONTINUED):

Will not do the following: • Text/SMS marketing • Email marketing • Newsletters • Review sites • Referral programs • Contests (Photo contest, submit a recipe, etc) • Flyers • Coupons • Food events (offer food for lower prices in public) • Reservation apps Sources

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