Pop Up Store Business Plan : Hermes

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