4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development ZABÓ OBSERVATIONS & SUGGESTIONS
I remember the original establishment in Casa Candina where the bar was one of my favorite places to meet with friends, it was designed as a small wooden cottage. The property was not very visible from Ashford Avenue, and that was part of its charm. The environment was very casual
RESTAURANT PRICE RATINGS
Inexpensive: $ Moderately priced: $$ Expensive: $$$
FIVE STAR QUALITY RATING SYSTEM
µµµµµ (up to 5 stars)
Me and my wife visited often, were invited to private parties on several occasions and even held a pre-wedding cocktail party for my youngest sister in law, in the year 2003. ¡Great memories! The purpose of this document is to analyze the restaurant offer and experience, to understand the complexity of the opperation, identify opportunities, define the brand, and start a conversation about what Zabó is today. Zabó is synonymous of Chef Paul Carroll, whom I have yet to meet. Zabó is simple and yet sophisticated, set in a quiet environment with loud flavors. We need to work in defining and communicating what is the restaurant personality to differentiate from the crowd and be remembered. What are the ideal customers we want visiting Zabó whether they are in town visiting or regulars, what are their personalities and what do they like. The restaurant has to have more than just a melancholic recall, it needs to cater and be relevant in a new era of brands. Some suggestions and alternatives are presented in this document for consideration. My comments are not meant to be offensive but to share ideas, document observations, and identify opportunities for improvement.
4/17 Manuel Olmo for SOFO Hotels
All images are for presentation purposes only.
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development FIRST VISIT (Table for two)
Thursday March 23rd Dinner with my wife at 7:30 p.m. Seated at the far end table right next to the original entrance. We ordered: El yerbatero and Gingertini Olives, pepitas & almonds Beef wellingtons Greek couscous tuna salad Mahi Mahi over coconut rice Old fashion Chocolate dome On our first visit the highlight of the night was the greek couscous tuna salad, it was absolute perfection. Drinks and all other dishes were delicious, carefully prepared and had great presentations. Although it has a great concept, we found the dessert too sweet. SECOND VISIT (Table for five)
Saturday March 25th Brunch with family (5) at 2:00 p.m. Seated at the first table (round) to the left right next to the chalkboard menu wall. We ordered: Benedict eggs Chicken and waffles (2) Steak & eggs Zabó Burger Bloody Mary (2) Having enjoyed our first experience we invited our son and daughters to share the experience for brunch. This time the highlights were the burger and bloody mary, and we enjoyed all the dishes. We also received complimentary lime drinks (shot size), and although it was a bit too sweet, this gesture added an unexpected detail of comfort to the whole experience.
ZABÓ
We aim to provide a comforting environment WHY
We aim to provide a comforting environment to be shared with friends and family, while enjoying great food. HOW
Delighting our guests with share size dishes in a cozy environment. WHAT
International comfort food dishes cooked to perfection and great service. PARKING
No self parking Valet parking $7.00, great service (should be prepared with umbrella at hand when rainy and take the initiative)
SERVICE BY
Franklin (host), Adrian (intro), Steven (waiter) and brunch waitress (forgot her name) 4/17 Manuel Olmo for SOFO Hotels
All images are for presentation purposes only.
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development ENVIRONMENT
We arrived at The Wave Hotel’s main entrance where we could see a wall garden with the restaurant name/logo. The valet did not respond automaticaly, maybe because he has to screen who is a guest, but eventually he approached us to park the vehicle. The experience started with a french style blue door (no menu on the exterior). The interior space is small, casual, quaint and cozy. Some design details are positively surprising and unexpected like the coil round glass pendant lamps, and the corrugated zinc panel cover at the bar is very clever. The hanging pots, next to the front window, is a great idea but looks a little limp. Three hanging pots located next to the interior column and wall at the end seem a little dangerous and could easily be relocated for safety. The interior can show more history of what Zabó is and where it all started, like the top photograph on this page (found on facebook). This photograph is majestic and it should be included amoung images of the famous bar and others that add to the story. The two canvas with a gray tone collage of old photographs of previous customers may communicate the wrong idea of being washed out or forgotten. The blue tapestry on furniture and seats seems uncoordinated with the rest of the interior decor, but the entrance door is blue.. During daylight the interior light is very pleasant, and feels like being inside a glass garden. At night the illumination is dim and very cozy but makes it difficult to read the printed menu.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development
WOOD MENU BOARD
Size: 6.5” x 12”
PRINTED MENU
The menu format is very handy and lightweight. It’s printed on “natural white” paper stock, covered in plastic and written in English language only. The graphic style presents casual bar comfort food menu with a mysterious code of color dots explained in the “Chef’s whim” menu and the Kids menu. The presented mockup image is a visual reference that explores a simpler alternative and typographic approach using “bright white” paper stock for better contrast. A sample needs to be printed and tested to ensure legibility, readability, and to verify if this is the correct choice of menu format and type size. DAILY SPECIALS MENU
A large chalkboard wall presents the daily special dishes. This is a practical and contemporary approach for a menu that changes constantly. This wall also provides a great opportunity to introduce “lettering art” for seasonal offers and special occasions. The chalk board wall may be hard to see for some, but can be reorganized to improve visibility. Be careful with chalk colors, white reads well but blue is hard to read, better contrast can be achieved tracing over more than once.
RUBBER BAND
Add a different finish with a color rubber band. OBSERVATIONS
During our first visit, a customer (tourist couple) asked for a Spanish menu, inquired about local dishes, and then left. Other customers asked more information about the dishes, and some had their phone flashlight on to read. Some recommendations are: 1. Evaluate the posibility of having the menu available in Spanish language. 2. Rethink how items on the menu are described to be clearly understood. 3. Have a printed backup of the daily menu, or an extra chalkboard, for distant tables or blocked views (interior column).
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development REGULAR MENU
Beef wellingtons Brie & guava Caesar salad Charcuterie board Chevre bruschetta Citrus salad Coconut rice Crabcakes Croquetas Dumplings Meatballs Mediterranean platter Moo shu pork burrito Olives, pepitas & almonds Pulled pork quesadilla Puntitas Ribs Spinach salad Zabó burger KIDS
French fries Hot dog Nuggets Pizzete (pepperoni) Tomato sauce pasta LUNCH SPECIALS
Caesar salad Carne Frita Citrus salad Meat loaf Prosciutto pasta Pumpkin risotto Spinach salad Rosemary chicken Veggie plate
DAILY SPECIALS
Blackened tuna Ceviche Churrasco Coconut-lime rice Duck springrolls Ginger slaw Greek couscous tuna salad Kurobuta Pork Chop Lobster pancakes Jazmine rice with shallots and nuts Jumbo prawns Mahi Mahi sachimi Malanga cream Moroccan lamb Mustard salmon Pappardelle Porkbelly sliders Pumpkin risotto Red pozzole soup Ribeye steak Shalom brisket Short rib sliders Smoked truffle fries Sweet chili chicken sandwich Tuna tartare &c... DAILY VARIANT
Pizza Sandwich Soup Quiche
4/17 Manuel Olmo for SOFO Hotels
CHEFS WHIM
Blackened tuna Churrasco Ginger slaw Grilled veggies Jazmine rice with shallots and nuts Lamb tagine Mahi Mahi crudo Mahi Mahi escabeche Pappardelle Pumpkin risotto Ribeye steak Ribs Short rib Smoked truffle fries Spicy tuna Tandoori fries Truffle mash potatoes Yuca mofongo DESERT
Apple walnut cake Brownie Bread pudding Chocokalua mousse Creme caramel Gianduia hotcake Key lime pie Pecan pie Pot de creme &c...
BRUNCH
Bacon Baked egg Benedict eggs Breakfast sandwich Chicken and waffles Crabcake sliders Eggs Fruit salad Home fries Mimosas Pancakes Sausage Steak & eggs Zabó burger ZABÓ CLASSICS
Beef wellingtons Churrasco Croquetas Puntitas Ribs Zabó burger CATEGORIES
Gluten Free Low Carb Vegan Vegetarian Zabó Classic Spicy?
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development FOOD PRESENTATION
Zabó offers a well varied menu with fresh ingredients, and the food presentation is very inviting. The product is cooked perfectly, presented with a visually creative approach and well put together. PRICE RANGE
There seems to be a disconnect between the main (bar) menu and the chalkboard wall menu, both in price and food theme. Prices on the chalkboard wall menu may surpass $50 and the dishes are more culturally diverse and upscale than the ones offered on the main menu, which are more casual and where the most expensive price is $18. Social media rates the restaurant from $$ to €€-€€€. Meaning the menu prices range from moderately priced to expensive. BURGER AS ICON
The Zabó burger is a showstopper and it should be highlighted as the iconic comfort dish it is. A good burger brings traffic. There are no images of the burger in social media and there are two great versions of this dish, regular menu and brunch menu. WINE MENU
Seems fine tome but there are some complaints saying is too limited. PRODUCT NAMES
Names of specialty dishes and drinks
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development THE LOGO & DESCRIPTIVE LINE
Zabó reopened with its original logotype. The logotype has four monotype style letters with an orange triangle accent on the last letter. The style is reminiscent with modern design trends from the 1990’s. In some applications the logo’s accent has a shadow that should be eliminated to look contemporary (flat colors). Also a new stencil version of the logotype was developed for one color applications. The logo can use a descriptive line to provide more information of what Zabó is. Here are four examples of descriptive phrases.
BRUNCH | LUNCH | DINNER | BAR
BY CHEF PAUL CARROLL
Although two brand colors were identified as pantone orange 021 and black, to soften the contrast, a lighter shade of black or dark gray is presented as a suggested alternative.
BY CHEF PAUL CARROLL
SHARE FOOD SHARE LIFE
GREAT COMFORT FOOD
The logo was recreated in vector format to improve letter spacing, soften its edges and optimize letter structure. 4/17 Manuel Olmo for SOFO Hotels
PANTONE ORANGE 021
PANTONE BLACK 7
CMYK M 70%, Y 100%
CMYK K 90%
RGB F36F21
RGB 404041
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development THE EMBLEM
Creating an emblem for the brand allows for the message and description to be combined. This version incorporates the logotype and presents an alternative use of logo as a label. It is important to communicate clearly and consistently what Zabó is. For our younger customers Zabó is a new restaurant experience to be discovered. Branding has to be flexible to allow for growth and diversity, it cannot be a straight jacket.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development THE SYMBOL
A new image or abstraction from the logo has organically been created and used on the cocktail menu, on the black chalkboard wall and as a favicon on the website. This symbol is a bolder adaptation of the letter “o” from the logotype with the iconic triangular accent. This icon can be used in many different ways but it should never be side by side the logotype to avoid redundancy. Here is an example of how this symbol can be used as an illustrative brand image.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development WEBSITE
Contrary to the printed menu, the restanrant’s website is written in Spanish with some English phrases. SOCIALMEDIA PRESENCE
facebook (3,692 likes) instagram (281 followers) linkedin (309 connections)
@zaborestaurant
INTERNET
DESCRIPTIONS
RATINGS
PRICE RANGE
citimaps
American Restaurant
N/A
$$
condadoinsider
Creative Cuisine
N/A
$30
elexquisitopr
Caribe Internacional
3.3µ
N/A
Fill your soul with comfort food. Com- 4.9µ/55 reviews fort Food Restaurant / Cocktail Bar
$$
Fusion Restaurant
4.3µ/12 reviews
N/A
Eat, Drink and Be Peaceful
N/A
N/A
opentable
Fusión / Eclectica
4.1µ/27 reviews
$31 - $50
opentable.co.uk
(Same as above)
4.2µ/18 reviews
N/A
paul carroll | linkedin
One heck of a good cook
2008 Stale
N/A
puertoricohotelesparadores
Criollo (Puertorriqueña)
N/A
N/A
restaurante.cybo.com
Americano, mediterráneo, caribeño
4.5µ
N/A
sal.pr
International
0 reviews
$$ $30 - $50
thewavehotel
(Not mentioned)
N/A
N/A
tripadvisor.com tripadvisor.com.nz
Americana, Internacional, Europea, Fusión, Mediterránea
4.3µ/23 reviews 4.5µ/23 reviews
$11 - $26
tripadvisor.es
(Same as above)
4.5µ/21 reviews
€€ - €€€
yelp
American (New), Modern European
4.5µ/17 reviews
$$
zaborestaurant
Share food, share life. A familiar oasis where all is well.
N/A
N/A
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development SOCIAL NETWORKING
Zabó is present on Facebook, Instagram and Yelp. Developing a focused communications and digital strategy is important to Zabó restaurant. Social media users are influenced by reviews, food photography and online comments. It is vital to have the food featured prominently in the bio and photos, and speak directly to the customer. Some recommendations are: 1. Showcase menu specials and always provide a tasty description for those who are unfamiliar with the restaurant or just looking for reassurance. 2. Upload the menu to Facebook, add services like “good for kids,” “good for groups”, “take out”, and remember to respond quickly. 3. Start post conversations with questions to provoke dialogue, listen to guests and new connections. Promote posts at a designated hour to ensure that customers see special menu items before lunch or dinnertime. 4. Highlight what makes Zabó unique. 5. Create social media postings around Chef Carroll, and feature posts with stories about the mixologist, the bar and menu specialties. 6. Use known popular restaurant hashtags to attract viewers, and select a few custom Zabó hashtags to promote the restaurant and gain equity over time. 7. Combine social media feeds. 8. Program consistent postings of lunch and specials menu items and drinks. 9. Update Chef Carroll’s Linkedin profile to include the new restaurant. 10. Optimize the website’s SEO.
CUSTOM HASHTAGS
#chefpaulcarroll #feelthecity #foodtobeshared #housecocktail #keepcooking #letscook #newzabo #quezabó #sharefoodsharelife #sharelife #zabó #zabóbar #zabóbrunch #zabóisback #zabórestaurant #zabótoday
MOST POPULAR
#brunch #chef #comfortfood #condado #dinner #brunch #delish #drink #food #foodie #foodpic #freshness #gastronomia #goodeats #gourmet #meatlover #nomnom #puertorico #restaurante #sabor #sanjuan #tasty #yummy &c...
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development EXTERIOR SIGNAGE
To maximize visibility and presence, exterior signage should be reinforced to include the side street “Calle Luisa” where many cars wait in line for the traffic lights to change. The following mockup images are visual references that explore alternative signage ideas and/or identify high visibility areas.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development APPAREL, RIBS BIB & UNIFORM APRONS
Brand message continued reinforcement.
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development
PACKAGING
Whether it’s left-over food or carry out, packaging speaks about Zabó and its message travels far. Product packaging presentation plays an important role in portraying information about Zabó, and also helps differentiate from other restaurants. It’s important to consider using recyclable, reusable and compostable packaging materials, communicating that Zabó makes a positive social and environmental impact. We can also plan how this presentation will travel, arrive, be presented, experienced and remembered by the customer. (Microwave safe packaging for carry out)
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development MESSAGES & COMMUNICATIONS
My recommendation is to up the description by highlighting positive and friendly messages about the restaurant’s success. Many times we disregard what we write about ourselves and our venues but it’s essential to bring it forward and outshine our assets. Here is a simple example (not final) of the proposed tone, eliminating what the restaurant lacks and strengthtening what we do have: UPDATED SAMPLE DESCRIPTION Zabó restaurant opened its doors for the first time in 1993, on a historic mansion at Candina Street in Condado, and establishing one of the first restaurants in San Juan to come out of the traditional sequence of courses. Chef Paul Carroll introduced the idea of sharing small plates and drinks in a relaxing environment. This made Zabó a favorite jaunt for locals and tourists alike. Faithfull to the original concept, in 2016 Zabó brings back its original concept in a modern and cozier space. Zabó is more than a restaurant, it’s a warm place where you can leave your troubles at the door and fill your soul with great comfort food. A familiar oasis where all is well! SHORT DESCRIPTION USED TODAY Zabó opened its doors for the first time in 1993, in an old mansion on Candina street in Condado. Chef Paul Carroll established there one of the first restaurants in San Juan that came out of the traditional sequence of courses and introduced the idea of sitting on a balcony to relax, share small plates and drink. This turned Zabó as the favorite jaunt for locals and tourist alike for more than a decade. Faithfull to the original concept, in 2016 Zabó reopens its doors in a modern and cozier space that bring back part of the history of the old house. Zabó is more than a restaurant. We are a warm place where you can leave your troubles at the door and fill your soul with our "comfort food" approach to great cuisine. A familiar oasis where all is well!
This is an example of what to say and what to avoid, for example let’s eliminate the word “old” from our jargon, and we don’t have balconies anymore. We bring more not less.
4/17 Manuel Olmo for SOFO Hotels
HOURS
Zabó opens from 11:30 a.m. to 11:00 p.m. from Tuesday to Friday Sundays from 10:00 a.m. to 11:00 p.m. Sundays from 10:00 a.m. to 10:00 p.m. CONTACT
Reservations 787-724-3714 opentable.com/r/zabo-reservations-san-juan zabó@thewavehotel.com Regular menu: $6 - $18 Daily specials: $9 - $50 Brunch Sundays from 10:00 a.m. to 3:00 p.m. $12 - $30 Zabó lunch specials Tuesdays to Fridays 11:30 a.m. to 3:00 p.m. $10.99 Kid’s menu: $6 - $9 Wine selections menu: $29 - $99 Cocktail selections menu: $8 - $12 Continental breakfast for hotel guests 7:00 to 10:00 a.m. 7 days a week Not open to the public PARKING
Valet parking $7.00 ADDRESS
76 Condado Ave., San Juan, PR 00907
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development MESSAGES & COMMUNICATIONS
My recommendation is to up the description by highlighting positive and friendly messages about the restaurant’s success. Many times we disregard what we write about ourselves and our venues but it’s essential to bring it forward and outshine our assets. Here is a simple example (not final) of the proposed tone, eliminating what the restaurant lacks and strengthtening what we do have: UPDATED SAMPLE DESCRIPTION Zabó restaurant opened its doors for the first time in 1993, on a historic mansion at Candina Street in Condado, and establishing one of the first restaurants in San Juan to come out of the traditional sequence of courses. Chef Paul Carroll introduced the idea of sharing small plates and drinks in a relaxing environment. This made Zabó a favorite jaunt for locals and tourists alike. Faithfull to the original concept, in 2016 Zabó brings back its original concept in a modern and cozier space. Zabó is more than a restaurant, it’s a warm place where you can leave your troubles at the door and fill your soul with great comfort food. A familiar oasis where all is well! SHORT DESCRIPTION USED TODAY Zabó opened its doors for the first time in 1993, in an old mansion on Candina street in Condado. Chef Paul Carroll established there one of the first restaurants in San Juan that came out of the traditional sequence of courses and introduced the idea of sitting on a balcony to relax, share small plates and drink. This turned Zabó as the favorite jaunt for locals and tourist alike for more than a decade. Faithfull to the original concept, in 2016 Zabó reopens its doors in a modern and cozier space that bring back part of the history of the old house. Zabó is more than a restaurant. We are a warm place where you can leave your troubles at the door and fill your soul with our "comfort food" approach to great cuisine. A familiar oasis where all is well!
This is an example of what to say and what to avoid, for example let’s eliminate the word “old” from our jargon, and we don’t have balconies anymore. We bring more not less.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ RESTAURANT STORY Zabó opened its doors for the first time in 1993, in an old mansion on Candina Street in Condado. Chef Paul Carroll established there one of the first restaurants in San Juan that came out of the traditional concept of large dishes and the usual sequence of appetizer, main course, accompaniments and dessert. In Zabó, Paul introduced the idea of sitting on a balcony to relax with a glass of wine and share small plates, without falling into excesses and without being intimidated by the menu. Paul, a native of Boston and a hotel and restaurant management graduate from Boston University, came to Puerto Rico 26 years ago to learn Spanish. While working at the San Juan Hotel he became interested in cooking and began taking continuing education courses inspired by "master chefs" such as Julia Child, among others. It was thus that he began to learn from the cuisine of different countries, inspirations and to work the known, but with his interpretation. The original menu of Zabó was an offer not too extensive, but varied. Paul stayed true to the original concept until Zabó closed its doors in 2008. For summer of 2016, the developer company Interlink offers Paul to reopen the emblematic restaurant. It is so that later, the 3 of November of 2016, Zabó reopens its doors to the public in the Condado Avenue, in The Wave Hotel. Paul, although faithful to the original concept, has adapted Zabó and has brought part of the history of the old house where it located to a smaller but cozy space, which welcomes the diner and makes you feel at home with a comfort menu food, Zabó is now a place where problems are left at the door, where food is shared, where life is shared.
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development
BRANDED ITEMS & MATERIALS
There can be props and branded materials to increase memorability, being welcomed with an unexpected signature snack or treat can open the appetite and being treated special is always memorable. An assortment of items can be produced and presented in surprising ways to enhance the experience, ensure memorability and communicate what Zabó is all about. For example, having a staple pattern cloth napkin can become iconic, bringing a branded rib bib to anticipate a saucy, messy and delicious dish is thoughtful, serving a desert with a custom printed chocolate triangle as decor is a treat, wearing a custom t-shirt or uniform with a catchy message can be remembered, serving specialty drinks on a cool custom coaster will catch attention, and listening to popular 90’s music classics (not exclusive) of all genres can be comforting. There is no need to apply or produce all the ideas suggested in this presentation, but developing some branded items with a clear strategy is highly recommended.
4/17 Manuel Olmo for SOFO Hotels
ZABÓ@THEWAVE
New Venture Experience Study, Analysis & Development WHAT’S NEXT?
The restaurant is a landmark with all the right tools and skills. Zabó needs to define itself to grow a strong identity. Developing, enhancing and highlighting the restaurant’s personality is key for recognition and recall. What is Zabó? Zabó reopens in a different space and location and now caters to a new audience. The restaurant scene in Puerto Rico has evolved with many The developed artwork on this book is not included in the brand presentation and analysis, further rights must be acquired to use and manufacture the ideas presented and included in this document.
HOURS
Zabó opens from 11:30 a.m. to 11:00 p.m. from Tuesday to Friday Sundays from 10:00 a.m. to 11:00 p.m. Sundays from 10:00 a.m. to 10:00 p.m. CONTACT
Reservations 787-724-3714 opentable.com/r/zabo-reservations-san-juan zabó@thewavehotel.com Regular menu: $6 - $18 Daily specials: $9 - $50 Brunch Sundays from 10:00 a.m. to 3:00 p.m. $12 - $30 Zabó lunch specials Tuesdays to Fridays 11:30 a.m. to 3:00 p.m. $10.99 Kid’s menu $6 - $9 Wine Selections Cocktail selections $29 - $99 Continental breakfast for hotel guests 7:00 to 10:00 a.m. 7 days a week Not open to the public PARKING
Valet parking $7.00 4/17 Manuel Olmo for SOFO Hotels
4/17 Manuel Olmo for SOFO Hotels