Get Fresh With Us!
Every crowd has a silver lining – PT Barnum ˚ What you want, baby I got it – Aretha Franklin ˚ Tomorrow belongs to the people who prepare for it today – Malcolm X ˚ You miss 100% of the shots you never take – Wayne Gretsky ˚ I am here to live outloud – Emilie Zola ˚ From small beginnings come great things – proverb ˚ I am not afraid; I was born to do this – Joan of Arc ˚ Every crowd has a silver lining – PT Barnum ˚ What you want, baby I got it – Aretha Franklin ˚ Tomorrow belongs to the people who prepare for it today – Malcolm X ˚ You miss 100% of the shots you never take – Wayne Gretsky ˚ I am here to live outloud – Emilie Zola ˚ From small beginnings come great things – proverb ˚ I am not afraid; I was born to do this – Joan of Arc ˚ Every crowd has a silver lining – PT Barnum ˚ What you want, baby I got it – Aretha Franklin ˚ Tomorrow belongs to the people who prepare for it today – Malcolm X ˚ You miss 100% of the shots you never take – Wayne Gretsky ˚ I am here to live outloud – Emilie Zola ˚ From small beginnings come great things – proverb ˚ I am not afraid; I was born to do this – Joan of Arc ˚ Every crowd has a silver lining – PT Barnum ˚ What you want, baby I got it – Aretha Franklin ˚ Tomorrow
Let’s talk about
…
What you want, baby I got it – Aretha Franklin
We’re on a mission! Our goals are very simple. To provide one-on-one consulting, build awareness and generate revenue for our clients. We focus on the areas that we have expertise in and are passionate about restaurants & wine, travel & hotels, and lifestyle personalities & products.
Why
?
Our Approach We become a part of your team!
Our Spirit Get it done now. We are big on results – not on reports.
Our Philosophy Life is one big show! Everyday we are on stage – and expected to perform. Rave reviews come from wellwritten scripts, clear direction and well-rehearsed players. Social responsibility is also very important to us. We only like to work with companies that support our dedication in making the world we live in a better place.
Our Passion We work with clients that we believe in – their success is what turns us on!
Why
?
Our Services • • • • • • • • • • • • •
Development of Innovative Brand Concepts/Identities – Brainstorms and Clarity Exercises Public Relation Services Marketing Services Restaurant and Hotel launch/re-launch strategies and programs Powerful Promotions and Partnerships Project Management Sales and Service Training Personality and Image Development Comprehensive Site Surveys and Competitive Set Analyses Design Style Packages (music, collateral, uniforms) Chef/Restaurateur Consulting (Concept/Menu Development and Openings/Launches) Recruiting Motivational Speaking
Why
?
Client Objectives • • • • • • • •
Increase the value of your business to ensure long life Evaluate and develop successful concepts Heighten image of products and services through innovative ideas Create sales plans that build awareness and sales Define, pitch and place press opportunities Develop high profile dynamic programs and events Personalize the guest experience – structure and training Build mutually beneficial partnerships (community, local business and vendor)
Why
?
How We Work Flexible programs are developed to meet each client’s needs
Measuring Results Quantitative and qualitative results matter. Increased revenues and guest counts, media placements (consumer & trade) and positive consumer/employee feedback
Current Clients
About Andrew Freeman • Over 20 years in restaurants, hospitality, public relations and marketing •
Experience − Board member, San Francisco chapter of Dress For Success − Advisor, American Airlines LGBT committee − Advisory board member, Richmond Ermet AIDS Foundation − VP, Public Relations & Strategic Partnerships, Kimpton Hotels & Restaurant − VP, Sales & Marketing, Kimpton Hotels & Restaurants − VP of Public Relations, Windows on the World & Rainbow Room − Russian Tea Room, MTV, French Culinary Institute − Tourism Advisory Council, San Francisco Convention and Visitors Bureau − Board of Advisors, San Francisco Symphony
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Launched and re-concepted over 40 restaurants and lounges
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Launched the Kimpton brand
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Managed on-going restaurant PR and marketing efforts
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Launched over 30 new hotels nationwide including the Hotel Palomar brand
Why The Buzz …
?
Brand Campaigns
Brand Campaigns
Restaurant Programs
Beverage Program
Gold Service Award
Dining Guide
Marketing Campaigns
Public Relation Campaign
Carneros Bistro & Wine Bar in San Francisco Chronicle
Hotel Shattuck Plaza in Budget Travel
Magnolia Bakery in New York
Overview & Approach To ensure that restaurants are financially sound and successful. •
Provide trouble shooting support (operations, marketing, public relations)
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Assist with budget management and review of P&Ls. Review and evaluation of existing restaurant sales and marketing budget structure and Restaurant Manager bonus structure as it relates to topline (revenue and covers) success.
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Provide service training – for the ultimate service experience.
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Provide recommendations for concept clarity and branding, grassroots efforts, competitive survey form, public relations, advertising, collateral, direct mail, websites, partnership development, e-marketing, concept driven and seasonal promotions, training guidelines, menu marketing (specific to the concept), budget guidelines and ROI analysis program
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Provide comprehensive restaurant audit reports and supporting action plans to right the wrong
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On-call as needed
Event Planning • Served as strategic partner in the overall event • Managed the day to day event activity over 2 ½ years with a team of professionals with culinary, event, marketing and public relations expertise • Oversaw the branding piece • Managed charity partnerships with GGRA including Feeding America, San Francisco Food Bank, Meals on Wheels and Project Open Hand • Concepted and managed over 60 programs, 15 cooking demonstrations in the Grand Tasting Tent and large scale events • Drove the sponsorship outreach • Concepted and executed the media relations and outreach • Concepted and implemented the traditional and the Web 2.0 marketing strategy and integrated partners into the plan • Coordinated all the different public relations agents of the sponsors, presenters and partners to provide a consistent message from start to finish
Restaurant Launches
Bar Rouge Washington DC | Firefly Washington DC | Fifth Floor San Francisco | Southwater Kitchen Chicago | Absinthe Boca Raton | Rainbow Room New York | JSix & JBar San Diego | Park Place Cupertino | Square 1682 Philadelphia | B&O American Brasserie Baltimore | Barbacco San Francisco | Sable Chicago... to name a few
Restaurant Launch • Named the concept • Development of concept and launch strategy • Developed identity and branding program • Ensured the implementation of concept direction at all touch points (music, table top presentations) • Created collateral program • Project managed website development • Provided employee training on concept • Assisted with the recruiting process • Managed budgets and timelines • Provided menu support: tastings/testmeals , menu engineering and scripting • Developed unique cocktail program with local mixologist for local following and PR opportunities • Developed key community and charitable partnerships • Provided event planning guidance and support • Developed supporting marketing programs for the launch: collateral, website, email campaign, programs and promotions (Take Three Happy Hour, Industry Night, Morning After Brunch) • On-going marketing
Restaurant Launch • Provided operational support and guidance (menu, pricing, recruiting) • Development name, concept and launch strategy • Developed identity and branding program • Managed creative timelines, budgets and project management for the development of -
Website
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Collateral program
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Signage
• Managed testmeals and preopening launch activities • Developed plan for post-launch marketing activities
Restaurant Launch • Named the concept • Development of concept and launch strategy • Developed identity and branding program • Ensured the implementation of concept direction at all touch points (music, table top presentations) • Crafted public relations messaging for concept launch • Created uniform designs and collateral program • Project managed website development • Provided employee training on concept • Assisted with the recruiting process • Managed budgets and timelines • Provided menu support: tastings/testmeals , menu engineering and scripting • Developed unique cocktail program with local mixologist for local following and PR opportunities • Developed key community and charitable partnerships • Launched the concept! Partnered with 7x7 Magazine to throw launch party with key movers and shakers and influencers • Provided event planning guidance and support • Developed supporting marketing programs for the launch: collateral, website, email campaign, programs and promotions (Take Three Happy Hour, Industry Night, Morning After Brunch) • On-going marketing and public relations
Restaurant Launch • Named the concept • Development of concept and launch strategy • Developed identity and branding program • Ensured the implementation of concept direction at all touch points (music, table top presentations) • Created collateral program • Project managed website development • Provided employee training on concept • Assisted with the recruiting process • Managed budgets and timelines • Provided menu support: tastings/testmeals , menu engineering and scripting • Developed unique cocktail program with local mixologist for local following and PR opportunities • Developed key community and charitable partnerships • Provided event planning guidance and support • Developed supporting marketing programs for the launch: collateral, website, email campaign, programs and promotions (Take Three Happy Hour, Industry Night, Morning After Brunch) • On-going marketing
EAT – Case Studies • The Show Before The Show! (Theater District Dining) • Contemporary French California Brasserie • Petite Café vs. Grand Café – Local Favorites
• Wine. Dine. Lounge • Name and re-launch the restaurant • Complete project management • Destination dining positioned to appeal to the local demographics • Promote new chef
• Urban Chic – Ultra Sophisticated • Award-wining dining in San Francisco • Location challenges created need for destination restaurant • Stylish design coupled with chef /wine personalities
Concept Development: Collateral Wine-themed Restaurant Tag line : Give it a Swirl
Concept Development: Uniforms
Strategic Alliances Cause-Related Marketing
Strategic Alliances Partnership Marketing
Niche Marketing
Women | LGBT | Eco | Diversity
Seminars & Training
I am not afraid; I was born to do this – Joan of Arc
Andrew’s sense of humor. His presentations are never dry. - Seminar Attendee
Mr. Personality himself. - Seminar Attendee
Energy, info, variety of topic, the songs! Andrew was great! - Seminar Attendee
Andrew Freeman! Energy + Style + Communication Skills, 1st rate. - Seminar Attendee
Seminars & Training
I am not afraid; I was born to do this – Joan of Arc Restaurant Hospitality Magazine - Kids in a Fine Dining Setting - Concepts of Tomorrow Kimpton Hotels & Restaurants - Butts in Seats and Heads in Beds - How to Own a Room Council of Independent Restaurants of America (CIRA) - Marketing to a New World Hotel & Motel Show Futurist Conference - Take it to the Top Line
International Association of Culinary Professionals (IACP) - The Dish on Niche International Conference on Gay & Lesbian Tourism - Will & Grace Marketing - The Power of the LGBT Fork
The Process • What are your goals? - National vs. Local - Revenue/Covers - New products/Meal periods - Other
• What works and what doesn’t? • Review of— - Concept (past, present and future) - Current situation analysis and competitive set - Financial goals - Budget/bonus program - Current marketing strategies/actions plans - Current systems - Current partners - Current employee training - Public Relations
• Determine point of contact – role and responsibilities
Every crowd has a silver lining – PT Barnum
It’s All About You…
Situation & Needs Analysis Goals How can AF&Co. help? Timing
What would you attempt to do if you knew you could not fail? -
THANK YOU!
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