THE PORTFOILIO OF ASHLEY CHOI
This project is aimed to operate a pop-up store for extending customer experience and increase brand recognization in a different and creative way,aim to be the premier luxury-brand restaurant in Hong Kong.
Goals Expand to international Market.
Strategies
Objectives
S trategies based on creativity and
Higher number of transactions (*compare to Hermes regular stores )
quality of its products. Increase brand awareness and recognition
in Asia.
Expand target market to millennials
millennials specifically to those economically accomplished
Increase social media interaction with Asia market
Creative pop-up shop that offers unique dining experience, that would appeal to the millennials.
New stores adapts to social and culture of the location.
Social media interaction with Popshop example; - Instagram advertising - Instagram hashtag Location should be luxury fashion shopping district; catering to international customers
Higher brand recognition from international customers
Increase Traffic Volume Social Media account
POP UP STORE | HERMES
Expand target market to Asian
Open store in key location for our target customers
POLITICAL System
Grounded in The Basic Law Mini-constitution
Corruption Levels
78.48 pt avg
Luxury consumption
Dependent on tourist expenditure
cost of living
Avg; HKD 24,793/month for 900 sq/ft furnished apt in normal area
5
GDP
310 Billion
Corportation tax on profits (16.5%). No sales tax
Golbalization
Rely on Import
THE PORTFOILIO OF ASHLEY CHOI
Government stability (Out of 2.5)
1.13
Employment laws (5 as highest)
HONGKONG
Tax Regulations
LEGAL
Crime and Safety (maximum 80)
crime level;20.31 safety level;79.69
Advertising
No legislation in Hong Kong governing products
Import and Export
References armaniprive-hk numbeo MGMT Statista Market Forecast worldbank censtatd gov Kara Chan & Gerard Prendergast Census and Statistics Department HKEXnews
ECONOMICAL
Free trade policy hence no treade barriers
TECHNOLOGICAL
Ecommerce
USE$3.317M Revenue in 2016 Annual growth as 10.5%
ENVIRONMENTAL Crclical Weather
Tropical Wet
TARGET CUSTOMER Why millennials prefer to eat out? Necessity for wider social life
A competitive work evironment where they are challenged to prove themselves valid every day, have led millennials to life a hasty life, leaving them without time to cook. When they do have enough time there lack of expertise in the kitchen discourage them.
They are eager to have stronger relationship with partners, friends and co-worker. Going out to eat take-up to 80% of their social lives. In addition 60% of social media users shared their food or restaurant experience in some platform.
Searching for diversity
Demographic 2,342 generation y out of 7,167,403 in 2016
Size of the market According to the Frost & Sullivan Report, 15,760 restaurants in Hong Kong’s catering market in 2011.
Their high income has given them the opportunity to travel and be globally aware which have build up here yearn for international food, with higher inclination towards western food.
POP UP STORE | HERMES
Fast paced lifestyle
THE PORTFOILIO OF ASHLEY CHOI
SOHO We are looking to reach the young, wealthy, trendy, urban consumer in Hong Kong. Soho is a perfect place locates our pop up store since it offers various features that fits perfectly with our brand. Soho is located in the south of Hollywood Road in HongKong. It is part of the central district where full of art galleries, fancy restaurants, highend/street fashion stores and nightclubs.
References CNN The Upper House SEVVA ritzcarlton Yung Kee Carbone ayuthaiya
COMPETITORS AT LOCATION LEVEL Direct Competitors Our direct competitors are luxury cafes where offers similar attributes and prices in Soho, Hong Kong.
CafĂŠ Gray Deluxe
Indirect Competitors Our indirect competitors are the restaurants near our popup stores. Those restaurants can be our threat to attract our consumers at the location.
Ayuthaiya
A modern European cafe 100 people seats. The price range $301 HKD - $800 HKD
Michelin two-star French Cuisne cafe
New York based italian restaurant, a private dining reservation
77 seating The price range $801 HKD
SEVVA An afternoon tea cafe, The price range $301 HKD - $800 HKD
Yung Kee Signature cantonese cuisine
POP UP STORE | HERMES
Caprice, at Four Season Hotel
Thai lounge bar restaurants, they accommodate for functions or events
HUMAN RESOURCE
THE PORTFOILIO OF ASHLEY CHOI
Executive Manager
KITCHEN
MANAGERIAL
Executive Chef Anne- Sophie Pic
Bistro Manager
Exclusively hired from France and as a head of the kitchen
Sous Chef References erestaurant TheFork
Helpers
Directly under executive manager, who needs to have good conversation between floor staffs, kitchen staffs and executive manager, The bridge of the headquarter and store
Cashier
FLOOR
Waiters
Reception
COLLABORATION
Anne Sophie Pic
our executive chef to maintain luxury cafe image. She is from Valence, France, daughter of chef Jacques Pic, who is a famous chef in France. She spent entire childhood with cooking and now became a 3-Star Michelin Chef in 2007. She is the only female chef in France holds three stars and at the same time running family restaurant “Maison Pic� in Valence. We also offer training to chef helpers to keep the chef on top of her game.
POP UP STORE | HERMES
Our pop-up store will invite French Chef, Anne Sophie Pic as
Payment We will be using bindo pos equipment which is Hong Kong based register equipment. This equipment will allow us to manage cash and credit card register easily also table management, reservation, wait list, menu
THE PORTFOILIO OF ASHLEY CHOI
Licence Our pop-up store will contain liquors on our menu therefore we will be applying for temporary liquor license.
Health To maintain food safety, we will be checking food alerts each months to provide safe food to our consumers.
Working Visa According to Hong Kong general visa requirements, Hermes need to process visa application for our French main chef. The immigration department will consider the applicant’s education, job experience and other factors. Our company will ensure our employee’s salary, accommodation, medical, and educational provisions to process the visa. References shopBindo Centre for Food Safety GovHK LLB - Temporary Liquor Licence
TARGET CUSTOMER
wholesale food market in Graham Street, Central. The location of market is only seven minutes away from our store. Therefore, we can save our budget for supply transportation. Also, the wholesale market provides fruit, vegetables, meats, seafoods,and all variety of ingredients.
POP UP STORE | HERMES
We will be sourcing food ingredients from local
THE PORTFOILIO OF ASHLEY CHOI
ACTUAL STORE
References soho
FLOOR PLAN
57.55 7.11 m² m²
0.00 m²
POP UP STORE | HERMES
176.17 m²
THE PORTFOILIO OF ASHLEY CHOI
POP UP STORE DESIGN
References Created by Ashley Choi, Tiffany Pu, Ajandra Crespo, Ines Arimany
POP UP STORE | HERMES