HOW TO MAKE YOUR RESTAURANT STAND OUT IN 2023�

FB BOOT CAMP - Corporate Communications & PR

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WHO ARE THEY?

NUSR-ET (SALT BAE)

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Nusret Gökçe, nicknamed Salt Bae, is a Turkish butcher, chef, food entertainer and restaurateur whose technique for preparing and seasoning meat became an Internet meme in January 2017.

He owns Nusr-Et, a chain of luxury steak houses. As of 2021, he has Nusr-Et branches in Turkey, Greece, the United States, the United Kingdom, the United Arab Emirates, Qatar, and Saudi Arabia. The name of his restaurant chain comes from his own name and "Et", which means "meat" in Turkish.

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GORDON RAMSAY

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Gordon James Ramsay OBE is a British celebrity chef, restaurateur, television personality and writer. His restaurant group, Gordon Ramsay Restaurants, was founded in 1997 and has been awarded 17 Michelin stars overall; it currently holds a total of seven. Ramsay has opened a string of successful restaurants across the globe, from Singapore to the United States.��Gordon Ramsay has also become a star of the small screen both in the US and internationally, with four top-rated FOX shows that air in more than 200 territories worldwide. These critically-acclaimed shows include HELL’S KITCHEN, MASTERCHEF, MASTERCHEF JR., 24 HOURS TO HELL & BACK. ��

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DALE DEGROFF

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He is considered as the cocktail legend, king cocktail, the best mixologist of the world and is a two-time winner of the James Beards Awards. He is also the founding President of the Museum of the American Cocktail. DeGroff also known as "King Cocktail" developed his techniques to top and talent tending bar at great establishments, most notably New York's famous Rainbow Room, where in the '80s, he pioneered a gourmet approach to recreating the great classic cocktails. �

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WHO IS THE NEXT�NUSR-ET, GORDON RAMSAY AND DALE DEGROFF?�

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Strategies to build a loyal customer base, increase brand awareness,

generate buzz and publicity for hotel's food & beverage offerings:

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Focus on Local Cuisine/Classic Foods

Indonesian cuisine has gained popularity on social media, with many food bloggers and influencers sharing their love for traditional Indonesian dishes.

Develop a Social Media Presence:

Hotel chefs/FBM should create social media accounts to promote their food offerings. They should regularly post high-quality images and videos of their dishes, as well as behind-the-scenes footage of the cooking process.

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Partner with Influencers:

Chefs can partner with social media influencers to promote their food offerings to a broader audience. They can offer influencers complimentary meals in exchange for social media posts promoting their food offerings.

Strategies to build a loyal customer base, increase brand awareness, generate buzz and publicity for hotel's food & beverage offerings:

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• Create Unique Menu Items:�Chefs can differentiate themselves from their competition by focusing on unique offerings. They can experiment with new flavors and ingredients to create dishes that stand out from the crowd. They can also incorporate local ingredients and flavors into their dishes to appeal to customers who are interested in trying new and unique foods.�
• Offer Customized Experiences: �Chefs can offer customized experiences to their customers, such as personalized menus or private dining experiences. This can help create a unique and memorable experience for customers, which can encourage them to return to the hotel in the future.

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Strategies to build a loyal customer base, increase brand awareness, generate buzz and publicity for hotel's food & beverage offerings:

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• Create special menus : �Offer special menus for holidays or special occasions, such Wedding Anniversary, Valentine's Day or Mother's Day. This can help attract customers looking for a special dining experience.�
• Emphasize Quality: �Chefs can emphasize the quality of their ingredients and cooking techniques to differentiate themselves from their competition and create dishes that are not only delicious but also healthy and nutritious.

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Strategies to build a loyal customer base, increase brand awareness, generate buzz and publicity for hotel's food & beverage offerings:

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Host Food & Beverage Tasting Events:

Chefs can organize food tasting events to showcase their dishes and invite social media influencers, food bloggers, and journalists to attend.

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Create engaging social media content

Use social media platforms such as Instagram and TikTok to showcase your food and create engaging content that highlights your restaurant's unique features and offerings. This can help attract younger audiences who are active on these platforms.

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Partnership Collaboration with Chef

Use Partnership Collaboration Feature on Instagram. Chef & Hotels should collaborate as well to promote Hotel’s F&B , Restaurant and Other promotion as well. Chef create video on their own social media also partnership with the hotel.

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Strategies to build a loyal customer base, increase brand awareness, generate buzz and publicity for hotel's food & beverage offerings:

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• Engage with Customers: �Chefs can engage with their customers who came to the restaurants or for marcomm on social media by responding to comments, answering questions, and sharing recipes. This can help build a relationship with customers and keep them engaged with the brand.�
• Host an Instagram contest: Link Video Here�Invite your customers to post pictures of their favorite dishes on Instagram, tag the chef and the restaurant, and use a specific hashtag. Offer a prize for the best picture, such as a free meal or a discount on their next visit.�
• Partner with local businesses: �Collaborate with local businesses, such as nearby travel agents, supermarkets or tourist attractions, to offer package deals that include a meal at your restaurant. This can help attract new customers and increase your visibility among tourists.

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Strategies to build a loyal customer base, increase brand awareness, generate buzz and publicity for hotel's food & beverage offerings:

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• Increased focus on health and wellness: �The pandemic has heightened awareness about the importance of maintaining good health, and this trend is reflected in the food and beverage industry as well. Consumers are looking for healthier and more nutritious options, including plant-based and organic foods. Companies are responding to this demand by offering more healthy and wellness-focused products.

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• Supporting local products: Link Video Here�With the pandemic impacting global supply chains, there has been a growing emphasis on supporting local products and suppliers. Consumers are looking for locally sourced and produced food and beverage products, and companies are responding by sourcing more locally and promoting their local suppliers.

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• Listen to customer feedback: �Listen to your customers and take their feedback into account. Whether it's positive or negative feedback, use it to improve the quality of your food and service.

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2021-2022 ARCHIPELAGO FOOD FESTIVAL ROADSHOW

2021

#1 - ASTON INN GRESIK, 19 OCTOBER 2021

#2 - ASTON INN BATU, 3 NOVEMBER 2021

#3 - THE ALANA HOTEL & CONFERENCE CENTER

MALIOBORO, 12 DECEMBER 2021

#4 - ASTON BANYUWANGI HOTEL & CONFERENCE CENTER,

18 DECEMBER 2021

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2022

#5 - THE ALANA HOTEL & CONVENTION CENTER SOLO,

22 JANUARY 2022

#6 - ASTON SAMARINDA, 19 FEBRUARY 2022

#7 - HARPER PURWAKARTA, 17 MARCH 2022

#8 - THE ALANA YOGYAKARTA HOTEL & CONVENTION

CENTER, 23-24 APRIL 2022�#9 - HARPER PERINTIS MAKASSAR, 11-12 MAY 2022�#10 - ASTON CIREBON, 31 MAY 2022

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2022

#11 - HARPER MT. HARYONO CAWANG, 9 JUNE 2022

#12 - ASTON MADIUN, 9 JUNE 2022

#13 - ASTON BOJONEGORO CITY HOTEL, 5 JULY 2022

#14 - ASTON INN PANDANARAN SEMARANG, 6 AUGUST 2022

#15 - ASTON PASTEUR, 26 AUGUST 2022

#16 - ASTON BANUA BANJARMASIN, 10 SEPTEMBER 2022

#17 - ASTON BATAM, 1-2 OCTOBER 2022

#18 - QUEST SAN DENPASAR, 15 OCTOBER 2022

#19 - ASTON INN GRESIK, 20 NOVEMBER 2022

#20- ASTON BANYUWANGI, 3 DECEMBER 2022

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Plans for Archipelago Food Festival 2023

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1. February - Alana Malioboro, 3 February
2. March - ASTON Sorong, 10 March
3. March - Alana Yogyakarta, 30 March
4. May - ASTON Makassar, 10 May
5. May - Chef Collab at ASTON Mojokerto, 25 May
6. July - Alana Surabaya, 15 July
7. July - ASTON Denpasar, 22 July
8. July - AFF Pamanukan, 28 July
9. August - ASTON Jember in collaboration with Jember Festival
10. Sept - Harper Cikarang
11. October - Royal Malioboro
12. November - Aston Kemayoran
13. December - Aston Banyuwangi

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ARCHIPELAGO FOOD FESTIVAL SUMMARY

Media Value 2021 - 2022�Total clippings : 311 clippings

Total value : IDR 2,729,413,334

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Event summary : AFF 2021-2022

2021-2023

Media Value 2023�Total clippings : 22 clippings

Total value : IDR 368,500,000

Event summary : AFF 2023

SUMMARY

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• The food and beverage industry in Indonesia is increasingly influenced by social media trends, with a focus on aesthetics, convenience, and health-conscious options.

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• Actively joined the F&B competition such as Archipelago Young Chef Challenge, Archipelago Black Box Battle, and Salon Culinaire.

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• Actively involved in organizing Archipelago Food Festival

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THANK

YOU