7 Dwarfs Agency

The French Market

The Key Audiences

Objectives

Key Messages

Shop Locations

ATL Strategy

BTL Strategy

Digital Strategy

Timescale

Draft Budget

SUMMARY

The French Market

The snaking food market

• €82 bn for the outdoor restoration

• Average expenses per year: € 1,250

• 12 meals per month out of home

• Theme restaurants number increased

• Arrival of the convenience food: user-friendly products

• The consumers habits:

Time reduction of the lunch break (30min)

Development of new habits such as the “nomadism” and the“snacking”

Growing interest for what has to be called “world food” and “fusion food”

MappingRestaurants

Asian Restaurants

Brasserie / Sandwich & salad bars / Bakery

Japanese top-class restaurants

The Key Audiences

Insights

“I want a dazzling place where I can get nice food”

“I want to be able to say yummy even before

tasting the dish”

“I want a menu that inspires me and that makes me coming back to discover the other dishes on it”

“I will not come back if the service level does not

match the quality of food!”

“I want a place both stylish and clean, where

the waiters are competent and friendly”

“Limited vision of the Japanese food”

Core Target • Around 20-35 years old• Young professionals• Students with an higher education• Trendy• In the rush

Extended target • Families

Secondary Target• Tourists and people over 35 year old

We target people who are dynamic, who enjoy the good side of life, and are openminded as they are willing to discover a new food experience.

CommunicationObjectives

1. Generate buzz and word-of-mouth promotion (6months)

2. Create wide-spread, far-reaching awareness of the new Wagamama location (all year long)

3. Drive foot traffic into the restaurant and reward repeat customers

Opportunities

Culture Audience

Brand CategoryHype and modern

restaurants with a unique

and quick service

Healthy and quick

Difficulty to have a balance

diet

Experience combining both exotic food and

conviviality

Key Messages

Positioning Wagamama, the mix between pan-Asiatic food and a western trendy place

Promise

“A new food experience in a stylish and friendly place”

The mix between Pan-Asiatic food and Western design

Creative Idea

Shop Locations

Shop Locations

Target: White collars (Workers)

Europe’s first business district

180 000 employees

20 000 residents

3 600 firms

“Quatre Temps” 2nd most visited shopping center in France.

+ UGC Movie Theater

La Defense Esplanade

Etienne Marcel Montorgueil street

Target: tourists & fashionistas

Trendy shops and restaurants

+ Close to Châtelet-les-Halles which is one of the top spots for shopping in Paris

Target: students & tourists

5th and 6th districts

Higher education facilities: universities, libraries, high schools and monuments ( Luxembourg Garden, Pantheon, Sorbonne), bars bistros, clubs, touristic area

The Latin Quarter Saint Michel Boulevard or Saint-Jacques street

ATLStrategy

Advertising on Bus Stops in ParisTwo periods of two weeks

“Réseau Privilège”Paris JC Decaux with 650 billboards

Goal: increase awareness and inform about the restaurants locations 

 

Outdoor

• The day before the opening : Friday 14th of September• The newspaper additional cover 

Newspaper advertising space

• 7 days : 17 to 23 September 2012• 15 buses lines• Underground : line 1• Suburb train: RER A• Tramway : line 2• 500 000 users per day

La Defense Underground Station

BTLStrategy

• Two different storefronts: July and August

• Goal: Tease consumers during the building work period

Storefront

Takes place at the “Wagamama Bowl” The Back to Work/School Event

• First Exhibition • Gifts: Manga portraits, Wagamama cookbook and Wagamama presentation

DVDs• 70 Journalists : 6 PM – 8 PM• 30 Bloggers : 8.30 PM – 10.30 PM

PR Event

LOGOS

« The Wagamama Bowl »Different spaces:

Tasting areaExhibition (young contemporary artists) & A French library area with Mangas (partnership with “La Maison du Japon”)Manga satirical cartoon area

Goals: Creating interactivity between the brand and the consumer, brand awareness, press coverage, start the WOM and increasing the traffic at the “Wagamama Ball” - Rickshaws with hostesses distributing flyers with integrated

coupons + pins.They also can bring in people to the Wagamama Bowl”

15th September• Promotion cards, flyers and pins distributed around the

3 restaurants areas

The Openning Day

Noodle boxes to take away at lunchtimeAnd promotion cards given with the box

• Gallerie Lafayette • Concorde • Marcel Sambat • St Germain  

Corner Shops

Goal: increase the awarness, inform about the shop locations and discover the recipes

• One artist per season• Possibility for the consumers to buy the art pieces• Goal: Create a real Brand Equity by putting under the light young

artists without looking for any financial returns

Partnership artists

Example of partnership : JR Art

• Customer Relationship: a loyalty card: 5 meals = 10% discount on the 6th meal

• All year long

Digital Strategy

Ad words + web referencing

restaurant asiatique

asiatique

Japonais

restaurant Japonais

wok

nouillescuisine

bouffe

asiat

cuisine saine

santé

bien manger

nourriture

gyozakatsudon

recettespas cher

manger pas cher

resto pas cher

Paris

La Défense

Etienne Marcel

Quartier Latin

ArtModerne

Design

ramen

The Website

• A French official Facebook fan page: • Creating a real community around the events and contest, sharing

pictures and information about the restaurants and the exhibited artists, sharing your best moments in Wagamama, special tab for the seasonal exhibitions

• The Facebook contest: “Share your own noodle recipe”• The winner is the one who will get the highest number of “likes”

Award: The best recipe will be published in the next Wagamama Cookbook + Publishing in a cooking magazine

Facebook

Foursquare

Restaurants, corner shops, events…

• A single App to book your table, get the itinerary, having a look at the menu and having up to date information about Wagamama restaurants, and there is even a game

• Developed on the following platforms: iOS, Windows Phone OS, Android, Symbian OS and Blackberry OS

Smartphones App

Schedule

Draft Budget

Outdoor : € 740,000“Privilège network” Paris JC Decaux / 650 billboards for 7 days / € 185,000

Customization of La Defense underground station: € 70,000Metrobus / 7 days

Newspaper additional cover : € 255,900 20 Min : € 103,900Direct Matin/Soir : € 152,000

ATLATL

TOTAL : € 1,065,900 TOTAL : € 1,065,900

Website : € 20,000

Facebook Page : € 5,000

Facebook contest : € 500

Ad words + web referencing : € 30,000

Foursquare : € 7,000

Application for Smartphones : € 40,000

Digital StrategyDigital Strategy

TOTAL : € 102,500TOTAL : € 102,500

« The Wagamama Bowl » : € 90,000

4 Corner Shops : € 30,000€ 7,000 each / 4 chefs for 1 week (3h/day) : € 2,000

PR Event : € 3,500 70 journalists + 30 bloggersInvitation cards printing + Press kit : € 1,000 4 chefs for 6h : € 720 / 4 hostesses for 5h : € 200 Cocktail : € 1,500

3 auto rickshaws : € 16,200Buying: € 6,000 Customization: €3,000Employees (1 week + 2 days): € 3,24015 000 flyers and pins: € 4,000

Storefront : € 60,000 2 month / 3 restaurants

BTLBTL

TOTAL : 189 700 €TOTAL : 189 700 €

TOTAL ATL : € 1,065,900 TOTAL BTL : € 189,700TOTAL Digital Strategy : € 102,500

€ 1,493,910€ 1,493,910

Agency Fees (10%) : € 135,810

Thank You

Jérémie Arditti, Anne Cauvin, Côme Desbarres, Elodie Fonteau,

Elsa Grandpierre, Alexandre Grela, Anne-Laure Houéry