Brief from Restaurant Scandinavia and Night

Flight Club
Partner: Advertising Group Concept-Line
Project: Redesign and reconstruction of sites and administration of
www.scandinavia.ru and www.nightflight.ru

1) Background

Night Flight Club and Restaurant Scandinavia are two of the most well-
established restaurants and clubs in Moscow.
Night Flight was the first place of its kind to open in Moscow back in
1991. Restaurant Scandinavia followed four years later, 1995.
Both venues are located on Tverskaya Street. Night Flight on
Tverskaya n:o 17 and Restaurant Scandinavia on Tverskaya n:o 19
(through the arch at Mala Palashevskaya).

Both venues have since they opened been owned by a Swedish-

Russian joint venture. Both Rest. Scandinavia and Night Flight are
managed by Swedish managers and run after Scandinavian tradition.

As the name propose Sweden and Scandinavia goes as a red line

though the two businesses. Especially regarding the food (all food is
transported from Sweden), but also when it comes to design, service,
interior, etc.

Since many years the two businesses have www-sites;

www.scandinavia.ru and www.nightflight.ru.
The sites are though obsolete, non-fashion, and are very complicated
to update.
2) Purpose

The purpose of this brief to find an agency/a partner that will develop
modern, fashionable, easy-navigated and easy-administrative www-
sites for Restaurant Scandinavia and Night Flight Club.
The agency/partner should – in cooperation with Scandinavia and NF -
be the one that helps Scand and NF in the ambition to create a clear,
strong and informative brand on the Internet as well as creating the
“best” sites for food and entertainment in Moscow.

Concrete this means:

∙ the partner/agency shall make research in the fields of Restaurants
and Clubs and follow the brief as well as using its own
competence/experience to re-develop and re-design the www-sites.
∙ give advice and recommend the easiest and best administrative tools
for supporting the sites on day-to-day basis. The purpose is that
manager/managers shall be able to make easier updates and changes
themselves.
3. Today

Both www.scandinavia.ru and www.nightflight.ru are today obsolete

and not very user-friendly.
Scandinavia.ru is built within a small frame with black surrounding.
This means the actual information-window is small and requires a lot of
scrolling. The menus are simple and do not fit the profile of restaurant
and the brand…
Shortly, the site is not very user-friendly

Since the guests are a mix of Russians and foreigners… that should
also reflect the site. It does not do that today.

The same as above could be said about Nightflight.ru.

Today none of the sites reflects the quality and popularity the places
and brands stand for.
4) Target groups

Night Flight:

* Business men
- foreigners in Moscow temporarily for business,
- expats and locals (Russians) taking out guests/business
partners on representation.

Scandinavia:

* Russians and foreigners that want to enjoy the best meal in Moscow.
People that brings colleagues, friends, family or business partners for
dining – ranking the food, the atmosphere, the quality and the service
above everything.
5. The brands

“Quite simply the best place to be…” is the slogan that Night Flight
uses.

It stands for what Night Flight is: The best place in Moscow for its
target group when it comes to dining, drinking, and entertainment.

Night Flight offers what ever the guests want during a Moscow evening
and night;
* one of Moscow´s best kitchens and the best meat in town,
* full variety of drinks in the bar with the most famous brands of
champagne, wine, vodka, etc,
* night club with three different bars

To make promises is easy. To fulfill these is more difficult.

Night Flight stands for what the club promise, and these promises
have been the backbone of the business since the opening in 1991 –
and will continue to be also in the future.
1) Night Flight offers high quality
 a. high quality in terms of service
b. high quality thanks to its staff
c. high quality on the food and products
d. high quality on beverage
e. high quality on entertainment

2) Night Flight offers what the guests need for a enjoyable

Moscow evening and night:
a. wining and dining in the restaurant upstairs
b. entertaining in the night club after the dinner

3) The most professional and service-minded staff in Moscow

Main promise:
Guest should always be satified when they leave Night Flight, no
matter if they have been there for wining, dining and pleasure or only
for pleasure

“Your favorite Restaurant in Moscow…” and “Your favorite Summer

Café in Moscow…” and “It’s atmosphere, it’s quality, it’s
Scandinavia”… are slogan that Scandinavia uses.

It stands for what Scandinavia is: The best place in Moscow for its
target group when it comes to dining and wining. Restaurant
Scandinavia provides atmosphere and a dining experience.

Located next to Pushkinskaya… Restaurant Scandinavia offers a

unique atmosphere and what ever guests want for a culinary and
enjoyable Moscow evening;
* one of Moscow’s best kitchens and the best meat in town,
* full variety of drinks and the most famous beverage brands,
* “garden atmosphere” and the most popular Summer Café in Moscow,
* corporate dinners and events

To make promises is easy. To fulfill these is more difficult.

Scandinavia stands for what the restaurant promise, and these
promises have been the backbone of the business since the opening in
1995 – and will continue to be so in the future.
4) Scandinavia offers high quality
a. high quality in terms of service
b. high quality thanks to its team members
c. high quality on the food and products
d. high quality on beverage
e. high quality on service

5) Scandinavia offers/provides what the guests need for a

memorable and culinary Moscow evening:
a. wining and dining
i. in the restaurant upstairs
ii. on the terrace
iii. in the Summer Café
iv. for specific/tailor made occasions

6) The most professional and service-minded team members in

Moscow

Main promise:
Guest should always be satisfied when they leave Scandinavia, no
matter if they have been there for
* business lunch,
* a glass of beer or wine in the bar or in the Summer Café
* a romantic dinner on the terrace
* degustation menus
* corporate evenings in The Green Room
6. www.nightflight.ru and www.scandinavia.ru

The Internet sites should mirror what Night Flight and Scandinavia
stands for, according to the text above.
It is important that the Internet correspond to the target groups, and
that the sites meet the following requirements:

∙ Night Flight Club and Restaurant:

- functionality
- design
- informative
- easy and effective to promote on the Internet to attract new
guests

The website should be bi-languagal (English and Russian) with a clear

choice of language on the opening page together with some generic
logotypes, pictures, texts…
The tone on the website should be… style, class, quality and user-
friendly.
This means that the use of heavy graphic and flash should be
minimized. It is also important that the design is made so that pictures
of people fit naturally on all pages of the site.

It is also very important that the website has an integrated (and easy-
to-use) content management system, so that responsible Night Flight
personnel could update the site with texts (mainly menus and
information) and pictures.

The menu system (today on the left side on the pages) must be
modernized and re-design.

It should be easy to book a table via Internet.

Guestbook

∙ Restaurant Scandinavia:

- functionality
- design
- informative
- easy and effective to promote on the Internet to attract new
guests
- should clearly express that Restaurant Scandinavia is…
quality, has atmosphere and is Swedish/Scandinavian.

The website should be bi-languagal (English and Russian) with a clear

choice of language on the opening page together with some generic
logotypes, pictures, texts…
The tone on the website should be… style, class, quality and user-
friendly.
This means that the use of heavy graphic and flash should be
minimized. It is also important that the design is made so that pictures
of people fit naturally on all pages of the site.

It is also very important that the website has an integrated (and easy-
to-use) content management system, so that responsible Scandinavia
personnel could update the site with texts (mainly menus and
information) and pictures.

The menu system (today on the left side on the pages) must be
modernized and re-design.

It should be concentration on the food… business lunch, dinners

menus, etc.

It should be easy to book a table via Internet.

Easy-to-print PDF-menus should also be available.

Guestbook
7. Goals

The goal of this project is to re-design and re-develop

www.scandinavia.ru and www.nightflight.ru to be the most attractive
and informative websites in Moscow within its targets groups.

It is also a clear goal that the websites should be an important tool to

attract new guests to Night Flight and Scandinavia… but also to keep
current guests updated and informed.

Business men, foreigners and Russian, should take colleagues and

partners for representation to Night Flight, both for dinner in the
restaurant and entertainment in the night club.

Local Russians as well as foreigners should go to Scandinavia for

business lunch during daytime… and come with colleagues, friends,
families, etc. in the evening for drinks in the “green oasis in the middle
of Moscow” (the Sumer Café), for dinner in the restaurant, corporate
evenings in the green room, etc.

When somebody enters www.scandinavia.ru and www.nightflight.ru...

They should get an “aha-feeling”, which will make them take the
decision to visit the places.

Guests come to Night Flight and Scandinavia for the quality, for the
atmosphere, the service and for a fantastic dinner experience.

Night Flight is a combined night club and restaurant… but the tone of it
is not neon lights, etc. but style, class, quality, and discretion.

Scandinavia is a classy restaurant, which means that guests that come

there not look at the price in the first place, but on the atmosphere,
the quality, the food and the service.
8. Time schedule for reply to this brief

• As soon as possible

9. Others (1)

• Be creative and use your experience, knowledge and competence

10. Others (2)

∙ To get inspiration from others is never wrong. So keep asking

questions, make research and get inspired from other sites on the
Internet.
There are many restaurants and night clubs around the world, which
have good ideas that can be used also in this project.

www.lescavesduroy.com
www.sthlmfinest.se (and then links below “Nattklubb”)
www.aquavit.org
www.bras.fr
www.blackbirdrestaurant.com
www.alinearestaurant.com
www.fredsgatan12.com
www.wd-50.com
www.mugaritz.com
www.thefatduck.com
www.pierregagnaire.fr
www.sthlmvip.com

etc, etc, etc…

There are many, many, many out there. Do not take the above sites as
recommendations… it is only sites that you can look at to see and
maybe get some inspiration.