WEBSITE + EXPERIENTIAL

AGENDA S.W.O.T. Analysis Core Audience Brand Positioning Website Experiential Elements Marketing Plan Email Marketing PR Social Media The Cagen Experience (events) 2

BRAND ACTIVATION / MARKETING BRAND BUSINESS MODEL 3

BRAND ACTIVATION / MARKETING A balance of traditional + nontraditional Website Email Social media PR Event series starting March 15 BRAND BUSINESS MODEL A perfect balance of classic + contemporary Name Logo Visuals Colors Design Premium Japanese cuisine Product Pricing Service Operations 4

DISCOVERY BUSINESS Who are we and what s our purpose? AUDIENCE Who de we serve, and what do we know about them? OPPORTUNITY SOCIAL CONTEXT What s happening in our world that s impacting how we do business? COMPETITIVE CONTEXT Who are they and why do we care? 5

SWOT ANALYSIS: STRENGTHS Unique position of serving kappo style Japanese cuisine (very different proposi tion from sushi-only omakase) Highest quality ingredients sourced from best, story-worthy locations Extra care for details to create the best version of fundamental dishes (wasabi, nori, soba, etc) Personalized omakase experience, tailor made by the chef to be just right for each diner High caliber of Chef Tomita: his long training, authentic knowledge of culture, respectable career at Nobu Unique personality and presence of Chef Tomita: an artist and a story teller. Father-son working the restaurant, the authenticity and intimacy of the relationship Meditative, minimal, but intimate ambience that feels uniquely Japanese Great reviews from restaurant critics of prominent press, superb yelp rating 6

SWOT ANALYSIS: WEAKNESSES Website not creating a great first impression that reflects the brand Lack of marketing efforts, no marketing personnel No means to measure customer retention Menu design (both contents and visual) is a bit confusing for those unfamiliar wit h the idea of omakase The interior, furniture, and décor don t clearly convey a consistent image or ident ity There were some bad reviews regarding wine selection (of course it s not what t he restaurant specializes in, but most customers would expect certain level of qu ality for high end establishment) 7

SWOT ANALYSIS: OPPORTUNITIES Increased interest in tasting menu and omakase, NYC customers heightened awareness towards multi-course cuisine Ever increasing emphasis on the authenticity of brand/product, especially in relat ion to food authentic pursuit of a brand results in customer perception of value (e.g. heritage, family business, traditional methods) Increasing hype towards the notion of artisan both in finished product and production process Increasing demand for dining options that are customized and personalized to individual needs (gluten free, vegan, paleo, macrobiotic etc) and the kind of cuisi ne that can accommodate these needs Share of wallet is more important than market share current marketing shoots for the right niche for the right customers, ample opportunities without marketing for the masses 8

SWOT ANALYSIS: THREATS Located in Little Tokyo in EV, both high and low end Japanese restaurants are clustered here, risking higher competition. Also relatively off-the-beat for highend diners Competition against more known/established high-end Japanese restaurants (see COMPETITORS below) Recent surge of restaurants serving tasting menus and omakase in similar or lower price range Despite the recent movement towards tasting menus, large number of customers are not familiar with / accustomed to the concept of omakase 9

WHO ARE WE UP AGAINST? How do they position themselves? What are they saying?

COMPETITIVE CONTEXT Kyo ya (7 th St. btw 1 st Ave & Ave A) Elaborate kaiseki (multi-dish Kyoto style cooking, similar to w hat we call Kappo ) in a sumptuously decorated Japanese lux atmosphere. Courteous yet impers onal service. Chef s presence not as much highlighted as the food. Hideaway location in EV. Kura (St. Marks btw 1 st Ave & a Ave A) Exclusively sushi omakase. Chef s personality is a big dra w, a jolly Santa-type, with no English skill he doesn t converse with guests unless in Japanese. Japanese customers feel home at this restaurant. Minimal, dim, casual, intimate, tiny, lively the place could almost feel like a speakeasy joint for sushi. Hideaway location in EV. Shuko (12 th St. btw Broadway and University Pl) Exclusively sushi omakase. Gathering hype, wit h two young talented chefs previously of Neta (Nick Kim, Jimmy Lau) and enormous investors beh ind. Likely to attract power suits and semi-celebrities. Sushi Nakazawa (West Village) Made doubly famous for the incredible documentary Jiro Dreams of Sushi. Understandably the caliber of chef (training, authenticity, tradition) is the main draw to th is restaurant. Morimoto (Chelsea) Pricey, spaceship-like restaurant and lounge. High-end Japanese cuisine ma de for meatpacking-prawling scene-y types. Menu features standard fare a la carte items made fa miliar by other sushi restaurants, as well as omakase. Chef s celebrity status also is emphasized it restaurant s marketing.

THE GENUINE SOPHISTICATE

CORE AUDIENCE: GENUINE SOPHISTICATES Sophisticated diners seeking out an authentic culinary experience. They care more about having a unique sensory/ cultural experience rather than dining in a hot spot. Appreciate the skills and mastery of a chef, and see the chef s pursuit as an art form unique to his vision and experience. Are interested in learning about the cuisine and its culture, innovative skills, exotic ingredients and their sources They value insider information and connections to the Chef and staff; it s a form of social currency Live primarily in metropolitan areas and nearby Enjoy being in the know and are often early adopters of new eating establishments and drinking venues They re avid users of social media and staying connected is a source of recognition and status They actively share new discoveries and experiences with friends and family 13

A REALLY POWERFUL BRAND IS MADE NOT WHEN A BUSINESS IS MERELY BETTER, BUT WHEN IT IS DIFFERENT, WHEN IT STANDS FOR SOMETHING SIMPLE AND POWERFUL IN PEOPLE S MINDS. 14

POSITIONING 15

It means "just right. It speaks to an unwavering commitment to striking the perfect balance between classic and contemporary. Between bowing to one s roots while bending and shaping one s own path. To living a life in pursuit of that just right harmony between the richness of one s past and the promise of one s future. 16

OBJECTIVES 120 Private STAGE 4 (back dining room/event space) establish personal relationship with the brand Kitchen 83.5 WC STAGE 3 (main corridor area) reinforce brand through immersive ambience Prep area STAGE 2 (dining area) provide commentary to the dining experience 110 184 Coat room STAGE 1 (entrance & coat check area) build favorable impressions and expectations ENTER

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