RESTAURANT

CONCEPTS AND DESIGN

Boutique Restaurant Proposal

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

Mathilde BENETEAU Antoine NEYRET Violeta STOJKOVIC

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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

II. OVERALL PRESENTATION ........................................................................................................... 5 A. INFORMATIONS PRATIQUES .............................................................................................................. 5

Access Map............................................................................................................................................................................ 5 Opening Hours ...................................................................................................................................................................... 5 B. DESIGN AND LAYOUT .......................................................................................................................... 5 1. Restaurant and Patio plans...................................................................................................................................... 6 C. THE MENU AND THE CHEF(s).............................................................................................................. 9 1. Menu ............................................................................................................................................................................... 9 2. Chef(s).......................................................................................................................................................................... 10

III. HUMAN RESSOURCES ...............................................................................................................11 A. Organizational Chart .........................................................................................................................11

B. Staff Training.......................................................................................................................................11 Introduction ........................................................................................................................................................................ 11 1. Server function and responsibilities .................................................................................................................. 12 2. The Guest.................................................................................................................................................................... 15 3. Quality Control.......................................................................................................................................................... 15 4. Dress Code.................................................................................................................................................................. 17 5. Wine Service .............................................................................................................................................................. 17 6. Sanitation & Safety.................................................................................................................................................. 18 Conclusion ........................................................................................................................................................................... 19 C. Uniforms ..............................................................................................................................................20 1. Hostesses Uniform................................................................................................................................................ 20 2. Waiters Uniform.................................................................................................................................................... 21 3. Cooks Uniform........................................................................................................................................................ 21

IV. MARKET STUDY..........................................................................................................................22 A. Customer profile ................................................................................................................................22

B. Survey Answers ..................................................................................................................................22 C. Competitors ........................................................................................................................................22

V. MARKETING STRATEGY ............................................................................................................23 A. Opening event ....................................................................................................................................23

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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

VI. ANNEXES .....................................................................................................................................29 ANNEXE 1 : Dishes inspiration..................................................................................................................29

ANNEXE 2 : Survey distributed to the guest at the end of the meal .......................................30 ANNEXE 3: Survey prior to restaurant opening............................................................................31 ANNEXE 4: Tea Menu .............................................................................................................................34

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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.

CONCEPT PRESENTATION AND INSPIRATION

A. Our proposal, a co-branding with KENZO

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.

B. Inspiration for the concept

Our main inspiration for this concept came from three gourmet restaurants: - LAtelier de Joel Robuchon: the concept of cooking in front of the customers as well as the room organization inspired us to create a similar concept within our restaurant. - The M64 Restaurant in the Intercontinental Hotel: this restaurant has similarities with ours, among which the garden and the use of a few Kenzo products (in the guest rooms) which contributed to giving us the idea to choose Kenzo as our brand - The Ralph Lauren Restaurant: the idea of the co-branding came from this restaurant. We were also very impressed by the design of the garden, the fabric they used and the overall restaurants ambiance.

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 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.

B. DESIGN AND LAYOUT

In order to give a broad idea of the restaurant design, colors, atmosphere we have created a moodboard. As you can see we have both the gourmet restaurant with valuable Kenzo fabrics, colors, a little bit of furniture and on the other hand the patio where everything is designed to create a relaxing experience with sofas in a colorful and garden like environment.

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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.

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 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.

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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.

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C. THE MENU AND THE CHEF(s)

1. Menu For the menu our goal was to do something a little different. Therefore we decided to go for a fan shaped menu, which in the end, looks a like the one below. Regarding the content we chose to work on a food fusion with timeless and exclusive ingredients so our clientele may not grow tired of it. Yet we made our best to show creativity Refer to the Annexe a. Tea Service In order to add an extra Asian touch to our restaurant and menu, we have created les ths la carte with the cakes that will be presented on a dessert trolley we have created.

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 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

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III.

HUMAN RESSOURCES
A. Organizational Chart

OWNER
Restaurant Manager Assistant Restaurant Manager

Beverage Manager
Matres D'Hotel

Dining Room Manager

Welcome OfSice Manager Receptionnists Assistant Chef Bar Line Cooks Bar

Head Chef
Assistant chef Kitchen Line Cooks Pastry chef Pastry Cooks

Head Bartenders

Sommeliers Patio Head Waiters

Bartenders

Restaurant Head Waiters

Kitchen Help Bar Patio Waiters Cocktail Waiters Restaurant Waiters

Kitchen Help

Busperson Bar back

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.

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 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:

Kindness Energy Novelty Zen Outstanding

1. Server function and responsibilities

a. General Job Guidelines And Responsibilities

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.

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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

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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.

The Aggressive Guest:

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.

The Fussy Guest:

Try to stay one step ahead of him by learning the things that irritate him. Be sure to have everything right, before serving the fussy guest.

The Over-Familiar Guest:

Avoid long conversations. Stay away from the table, except when actual service is needed. Dont try to answer the negative remarks.

The Guest who is Alone:

Seat him where he can see what is going on. The guest may be lonely and want someone to talk to. Be friendly. This could be your most critical guest.

The Noisy Troublemaker:

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
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 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.

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 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.

6. Sanitation & Safety

The responsibility of management and front line is to protect the public from food diseases.

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 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!

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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.

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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

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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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C. Our Communication Strategy

1. Advertisement prior to the restaurants opening All Concorde Hotels and Resorts will advertise the Taste by KENZO restaurant 3 months before the restaurants opening. 2. Restaurant business card A business card will be distributed at the restaurants entrance and when the waiter will bring the check to the customers table. These are both sides of the business card that will be distributed to guests:

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

ANNEXE 1 : Dishes inspiration

Sadaharu Aoki: clair au sesame noir

Choco fraise gariguette, pectine de fraise et son jus concentr

Chocolats maquillage

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ANNEXE 2 : Survey distributed to the guest at the end of the meal

Dear Mr. Smith, I wanted to take a minute and thank you for selecting the Taste by Kenzo as your restaurant for this meal. We realize there are many restaurant choices in the area and we certainly appreciate your business. In order to improve our services, we would be delighted if you could answer this short survey. By giving us your opinion, we are able to continuously improve ourselves and serve you better. How would you rate the flavors of your dishes? qPoor qFair qAverage qVery Good qExcellent How would you rate the appearance of your dishes? qPoor qFair qAverage qVery Good qExcellent How would you rate the value for money? qPoor qFair qAverage qVery Good qExcellent Were your dishes what you asked for and how you asked for it? qUnacceptable qFair Good qVery Good qJust Right How would you rate the service efficiency? qPoor qFair qAverage qVery Good qExcellent Was the contact with the staff what you expect from a boutique restaurant? qYES qNO How was the food and beverages knowledge of the staff? qPoor qFair qAverage qVery Good qExcellent Was the atmosphere satisfying? qPoor qFair qAverage qVery Good qExcellent Will you come back for a meal or an event with us? qDefinitely not qSomewhat Likely qLikely Probably Will qDefinitely Will Again thank you for your business and we hope to welcome you back in a very near future. With gratitude, John Adams

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 Taste by Kenzo Restaurant Manager John.Adams@TasteByKenzo.com

ANNEXE 3: Survey prior to restaurant opening

I. YOUR BACKGROUND 1) Gender Male Female 2) Age 18 to 25 25 to 35 35 to 45

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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ANNEXE 4: Tea Menu

OUR TEAS Th du Hammam is a fruity blend which evokes the

fragrances used to perfume the hamman: roses, green dates, red fruit and orange flower water. (6.50) Yunnan is one of the best black teas in the world and with a fresh and delicate bergamot from Calabria, it gives a particularly fine and well balanced blend. An exceptional Earl Grey. (7.50) Th des Songes Blancs is a recipe created by Le Palais des Ths, combining white tea, flowers and fruit. Delicately scented, it evokes rose, orange blossom and red fruit. Safflower petals and strawberry pieces have been added to a delicious Bai Mu Dan, which is refined and delicate. (10)
An exclusive creation by Palais des Ths, Th des Vahins Th vert is a rich recipe combining the scents of vanilla and almond with marigold petals. This new recipe, based on green tea, contains rosebuds. Th des Vahins Th vert is a smooth, warm blend with a delicate bouquet, to delight the senses. Le

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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