GGD Global
GENEVA
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The Trinity Irish Pub Plaine de Plainpalais
Trinity Plaine de Plainpalais, Geneva
E: info@gddglobal.com | www.gddglobal.com | T: +44 (0) 7898 222 098
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GGD GLOBAL OPERATIONS
Executive Summary........................................................5
Demographics................................................................7
The Pub..........................................................................11 Design & Build................................................................13
Guinness.............................................................. ..........19
Products............................................................... ..........21
The Food........................................................................23
Brand Logo & Design........................................... ..........25
Market Analysis Summary.................................... ..........31
Strategy and Implementation Summary............... ..........33
Financial Plan.................................................................37
The Costs.......................................................................39
Trinity Plaine de Plainpalais, Geneva
E: info@gddglobal.com | www.gddglobal.com | T: +44 (0) 7898 222 098
EXECUTIVE SUMMARY The Trinity Irish Pub Plaine de Plainpalais
offers a comprehensive food menu straight from the Guinness Storehouse chefs in Dublin.
Executive Summary
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The Trinity Irish Pub - Plaine de Plainpalais aims to be a successful Irish bar in the heart of downtown Plaine de Plainpalais. This is an excellent opportunity to introduce a new entertainment and socializing experience in the center of Geneva. In order to successfully complete this idea, GGD Global’s objectives are to create its own piece of Ireland on-site and to offer superior kinds of beers and food than that of its competitors. THE COMPANY GGD GLOBAL Utilizing decades of experience in the design of quality Irish pubs, GGD Global was formed in 1980, quickly becoming established as Ireland’s leading pub designers with an unrivalled reputation for the quality of our design, glasswork, joinery and furniture.
During the 1980s, the Irish Pub Concept, based on the visual appeal and unique atmosphere of traditional Irish pubs, was developed to export the authentic Irish pub around the world. For the concept to succeed, quality, authenticity, creative flair and business expertise were essential. Little wonder that Guinness chose GGD Global as it’s first approved Irish Pub Concept design and build company.
GGD Global has designed, built and managed pubs for some of the biggest names in the commercial, retail, hotel and leisure sectors and has been granted approved supplier status from blue chip companies such as Guinness and Marriott hotels. From the versatile Snug Irish coffee bar to the grandest Irish pubs, they work with their clients every step of the way and bring the projects in on time and on budget. Trinity Irish Pub - Plaine de Plainpalais is located in one of the most outstanding downtown places in Geneva as it is strategically located to attract the middle-class and upper middle-class working public during lunch and after quitting time.
Trinity Irish Pub, “Our Signature Pub Concept”
THE PRODUCTS The Trinity Irish Pub - Plaine de Plainpalais offers a wide variety of spirits, from domestic and imported beers to hard alcohol with concentration on imports from Ireland. In addition, the pub offers a comprehensive food menu straight from the Guinness Storehouse chefs in Dublin. The Trinity Irish Pub - Plaine de Plainpalais customers will thankfully not now have to experience the cheap alternative and be able to finally enjoy real Irish surroundings and hospitality. Good food, great tasting beer and superior entertainment will drive the pub well ahead of its competitors and corner the market. The market segmentation is divided into the leading target markets.
The division reflects the differences in marketing strategy that will be used to target each different market.
Middle class, office workers, Professionals, Television personal, Students, Tourists, Live Festivals Street Carnivals, Street Circus, Art Exhibitions, Concerts to name but a few.
OBJECTIVES The Trinity Irish Pub - Plaine de Plainpalais aims to be not only the best and most traditional Irish Pub but to be a signature pub and entertainment venue in the whole city. In order to successfully become a new threat to other pubs and bars in the area, The Trinity Irish Pub - Plaine de Plainpalais objectives are to create its own piece of Ireland on-site and to offer superior beers, foods and entertainment than that of any of its competitors. MISSION The Trinity Irish Pub - Plaine de Plainpalais philosophy is to create a traditional Irish Pub style atmosphere that attracts high-end clientele that offers excellent customer service. With this strategy, The Trinity Irish Pub - Plaine de Plainpalais also plans to offer local and international brands of beer to attract a new type of customer. The food menu will offer a new high quality of cuisine to the area, ready to be enjoyed by our new clients with repeat custom inevitably wanting to experience more. THE MARKET Demand has grown for traditional Irish Pubs all over the world. Many bar owners and less-adequate pub builders attempt to recreate the Irish concept in their own way. KEYS TO SUCCESS To succeed The Trinity Irish Pub - Plaine de Plainpalais: •
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Implement a successful advertisement and marketing campaign to inform clientele and the public of our Irish Pub. Produce a traditional Irish Pub of genuine quality. Well-trained and well-presented staff Excellent food menu
Well stocked bar filled with quality beers and spirits Superior entertainment
Build brand image and brand equity through marketing
DEMOGRAPHICS
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The Trinity Irish Pub Plaine de Plainpalais
Several circuses such as the big Swiss national circus "Knie" appear here several times a year.
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LOCATION LOCATION, LOCATION,
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THE PLAINE DE PLAINPALAIS IS A VERY LARGE ESPLANADE IN THE CENTRE OF THE CITY OF GENEVA, OPEN TO THE PUBLIC. A FLEA MARKET IS HELD TWICE A WEEK, ALTERNATING WITH A FRESH FOOD MARKET.
A stone’s throw from our Pub site, you will find the large diamond-shaped esplanade, 78,000 square meters – a fantastic playground for young and old. In medieval times, this land was an island in the middle of marshes. In 1662, it became a recreational area. The food market sells its products on Tuesdays, Fridays and Sundays. The flea market is held on Wednesdays and Saturdays. Since 2007, the cultural project called Neon Parallax displays luminous artworks on the roofs of buildings around the Plaine de Plainpalais.
Restaurants / Bars / Discotheques: There are many Restaurants, Bars and Discotheques in the area. Most of the Restaurants and Bars are opened daily until 2pm. Many banks, insurance and law firms are situated in the area. Ample Parking Areas at Plainpalais just one minute from Pub, there are 761 car places. Main train station by bus or by tram five minutes to our site.
Major international Airport which carries over 3 millions tourists (+6% to 2011) a year into the city centre.
MANY EVENTS ARE HELD DURING THE WHOLE YEAR SUCH AS
Sports events on big screen (during the football European championships UEFA EURO 2008 there were on the Fan Zone UEFA EURO 2008 more than 40,000 people per day watching the football matches during three weeks). Several circuses such as the big Swiss national circus "Knie" appear here several times a year.
Fireworks on Swiss national day (1st August) and end of the year and many more.
Fun fairs for young and old are held several times a year, even during wintertime.
Television - The big tower of the Swiss National Television and Radio RTS, where more than 2'000 employers work, is a three minutes walk to our site.
Military Barracks is just a two minutes walk or 850 meters from our site. There are 4 companies (around 600 soldiers) based. The University of Geneva: There are three campuses between one and five minutes from our site.
Trinity Plaine de Plainpalais, Geneva
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DEMOGRAPHICS
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The Trinity Irish Pub Plaine de Plainpalais
Among the most popular sports in Switzerland is Ice hockey. Geneva is the home of the GenèveServette HC, who play in the Swiss National League A. In 2008 and 2010 the team made it to the league finals but lost to the ZurichSC Lions and SC Bern respectively.
Trinity Plaine de Plainpalais, Geneva
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Sports There is also a football team in Geneva. The Servette FC, a football club founded in 1890 and named after a borough on the right bank of the Rhône. The home of Servette is Stade de Genève. Servette play in the Swiss Super League, the top league in Switzerland. Servette was the only club to have remained in that league in Switzerland since its creation in the 1930s Servette earned promotion to the Swiss Super League after defeating Bellinzona in a relegation/promotion playoff on May 31, 2011 and have since re-established themselves in the elite of Swiss football. The club finished fourth in its first season back in the top flight, thereby gaining entrance to the Europa League second round qualification round for the 2012-13 season. Servette won 17 Swiss championship titles.
Among the most popular sports in Switzerland is Ice hockey. Geneva is the home of the Genève-Servette HC, who play in the Swiss National League A. In 2008 and 2010 the team made it to the league finals but lost to the ZurichSC Lions and SC Bern respectively.
Music The opera house, the Grand Théâtre de Genève, which officially opened in 1876, was partly destroyed by fire in 1951 and reopened in 1962. It has the largest stage in Switzerland. It features opera and dance performances, recitals, concerts and, occasionally, theatre. The Victoria Hall is used for classical music concerts. It is home of the Orchestre de la Suisse Romande.
Archeological Sites Fondation Baur and Museum of the arts d'Extrême- Orient, Parc et campagne de la Grange and Library (neolithic shore settlement/Roman villa), Bronze Age shore settlement of Plonjon, Temple de la Madeleine archeological site, Temple Saint-Gervais archeological site, Old City with Celtic, Roman and medieval villages.
Museums, Theaters and other Cultural Sites Conservatoire de musique at Place Neuve 5, Conservatoire et Jardin botaniques, Fonds cantonal d'art contemporain, Ile Rousseau and statue, Institute and Museum of Voltaire with Library and Archives, Mallet House and Museum international de la Réforme, Musée Ariana, Musée d'Art et d'Histoire, Museum d'art moderne et contemporain, Museum d'ethnographie, Museum of the International Red Cross, Musée Rath, Muséum d'histoire naturelle, Salle communale de Plainpalais et théâtre Pitoëff, Villa Bartholoni et Museum d'Histoire et Sciences
International Organizations United Nations Organization (UNO), International Labour Organization (BIT), International Committee of the Red Cross (ICRC), United Nations High Commissioner for Refugees (UNHCR), European Organization for Nuclear Research (CERN), World Meteorological Organization (WMO), World Trade Organization (WTO), International Telecommunication Union (ITU), World Alliance of Young Men's Christian Association
Museums Museums and art galleries are everywhere in the city. Some are related to the many international organizations as the International Red Cross and Red Crescent Museum or the Microcosm in the CERN area. The Palace of Nations, home of the United Nations headquarters can also be visited.
Trinity Plaine de Plainpalais, Geneva
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THE PUB
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The Trinity Irish Pub Plaine de Plainpalais
This is an outstanding site as it is located in one of the most modern, popular and sought after areas in Geneva
Trinity Plaine de Plainpalais, Geneva
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THE PUB
This is an outstanding site as it is located in one of the most modern, popular and sought after areas in Geneva When opened this establishment will be able to seat over 100 customers comfortably in one main room divided into two sections. There is a mixture of seating from Irish benches, high tops, traditional tables and bar stools.
The facilities will include one large, long traditional bar, medium sized kitchen, and plenty of room for entertaining make this an excellent attraction.
There will be additional space outside the pub also which will offer even more seating creating even more footfall thus creating a general buzz about the new Irish Pub. This outside area is excellent opportunity and will also be exploited.
The Trinity Irish Pub - Plaine de Plainpalais will boast Decorative timber pilasters, corbels and painted signage details to the Shop-front to enhance it’s visual statement as a true Authentic Irish Pub.
A Classic Timber Shop-front with Raised Lettering to the Signage to the External façade, which compliments the classic stonework of the existing building.
The line of the new Timber Shop-front conveys the Interior of the Pub through the large windows to Passersby.
Trinity Plaine de Plainpalais, Geneva
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THE PUB
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The Trinity Irish Pub Plaine de Plainpalais
GGD Global concept artist proposals
Trinity Plaine de Plainpalais, Geneva
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The Trinity Irish Pub - Plaine de Plainpalais GGD Global, at every step of the journey will walk you through everything including the visual concept of how, through our artists impressions, a GGD pub should look. • Screens to Bar Counter • Private Snug screens to Bar Counter • Aged paint effect to ceiling and walls • Mixture of Classic Irish Pub Flooring. • Internal Signage & Shop-front • Drink-shelf with Screen & Display • Comfortable Dining • Superior handcrafted Furniture
Trinity Plaine de Plainpalais, Geneva
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THE PUB Finishes
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The Trinity Irish Pub Plaine de Plainpalais
A picture of one of the many authentic, bespoke designed Victorian floors.
Opposite page - the many different styles of furniture, fixtures and fittings
Trinity Plaine de Plainpalais, Geneva
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Trinity Plaine de Plainpalais, Geneva
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THE PUB Finishes
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The Trinity Irish Pub Plaine de Plainpalais
A picture of a Pub Corner “Snug” enhanced with Bric a Brac and Irish Souvenirs
Opposite page - the many different styles of Bric a Brac and pictures that set of a GGD authentic Irish Pub
Trinity Plaine de Plainpalais, Geneva
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Trinity Plaine de Plainpalais, Geneva
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THE PUB & GUINNESS
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The Trinity Irish Pub Plaine de Plainpalais
GGD Global is the company who has studied the factors of authentic Irish pubs and bars and understand what it takes to recreate the small-town feeling that exists in Irish pubs.
SOME ARE MADE OF MORE... Trinity Plaine de Plainpalais, Geneva
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Guinness Approval...
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During the 1980s, the Irish Pub Concept, based on the visual appeal and unique atmosphere of traditional Irish pubs, was developed to export the authentic Irish pub around the world. For the concept to succeed, quality, authenticity, creative flair and business expertise were essential. Little wonder that Guinness chose GGD Global as it’s first approved Irish Pub Concept design and build company.
The Importance Of Using a Guinness Approved Pub Designer
Just about every city has Irish bars and pubs and one of the reasons for their great success is their ability to re-create a piece of Ireland, regardless of where they are located. People who desire to open an Irish pub or bar need the expertise of Guinness bar designers such as GDD Global. We are the company who have studied the factors of authentic Irish pubs and bars and understand what it takes to re-create the small-town feeling that exists in Irish pubs.
GGD Approved Guinness pub designers will sit down with you, the potential pub owner and create a layout that includes traditional Irish motifs and workmanship. The idea is to create a welcoming environment that is reminiscent of the Irish spirit where strangers are always greeted like old friends.
Also important to GGD Approved Guinness pub designers is making sure that your Irish pub or bar is as authentic as possible. This means including elements such as wood bars, wood paneled walls, wood tables and chairs, and fixtures made of luminous brass. If the owners desire to have some modern elements, GGD Approved Guinness pub designers will work to include those elements while making sure they subtly blend into the background. Many times, Irish pub and bar owners will actually bring over structures that have been built in Ireland to create a more authentic feel to their new
establishment. Depending on the owner, decorative items such as photographs, old wooden signs, posters, bottles, and even clay jars will be imported from Ireland.
Pubs and bars have always been a fixture in Ireland and were primarily frequented by the working class. In these places, Irishmen could discuss local politics, the state of the country, horse racing, the progress of their crops, and other issues that were important to them. These local gathering places became an important icon in Irish life and are looked at as a retreat from the world and daily struggles. GGD Approved Guinness pub designers re-create the importance of the Irish bars and pubs by making sure that the floor plans include conversation areas. They invite in conversation by incorporating flat screens that broadcast Irish sports and by making sure there is an area for local bands to perform. Re-creating the unique atmosphere and environment of an Irish bar or pub is not an easy task but GGD Approved Guinness pub designers are passionate about bringing a taste of Ireland to cities all over the world. As a result, Irish pubs and bars exist in just about every country in the world. The designers’ dedication to keeping Irish bars and pubs as authentic as possible are a leading reason why these gathering places continue to be so popular in a modern age.
Trinity Plaine de Plainpalais, Geneva
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THE PRODUCTS
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The Trinity Irish Pub Plaine de Plainpalais
offers a wide variety of beers, spirits, wine and champagne, concentrating on J.J Taylors stock from Ireland like Guinness, Harp and Magners along with Irish whiskeys and Baileys Irish Cream.
In addition the Pub offers domestic and other imported beers by the bottles and a full bar for mixed drinks.
Trinity Plaine de Plainpalais, Geneva
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BAR STOCK: CHECKLIST FOR WHAT YOU WILL NEED BEHIND THE BAR EXAMPLES OF POPULAR INTERNATIONAL BRANDS
GIN Bombay Sapphire Hendrick’s Gin Tanqueray Gordon’s Pimm’s
VODKA 42 Below Absolut Belvedere Boru Ciroc Grey Goose Ketel One Vincent Van Gogh
IRISH WHISKEY Bushmills Connemara Crested Ten Irish Mist Jameson Knappogue Castle Midleton Paddy Powers Redbreast Tullamore Dew Tyrconnel RUM Appleton Estate Bacardi Captain Morgan Havana Club Malibu Mount Gay Myer’s
BOURBON Basil Haydens Gentleman Jack Jack Daniels Jim Beam Knob Creek Makers Mark Woodford Reserve SCOTCH Aberlour Caol Ila Cragganmore The Dalmore Dalwhinnie Glenfiddich
SCOTCH (Cont) Glenlivet Glenmorangie Highland Park Isle of Jura Johnnie Walker Lagavulin Laphroig Macallan Oban Talisker
IRISH CREAM Baileys Irish Cream
WINE White - Chardonnay. Sauvignon Blanc. Semillon. Moscato. Pinot Grigio. Riesling.
Red – Shiraz. Merlot. Cabernet Sauvignon. Pinot Noir. Zinfandel. Rose – Grenache. Pinot Noir. Gamay. Cabernet Franc. White Zinfandel. PORT Cockburn Special Reserve Port Taylors Vintage Port VERMOUTH Cinzano Dubonnet Martini & Rossi Noilly Prat TEQUILA Jose Cuervo Patron Sauza 1800
BRANDY/COGNAC Courvoisier Hennessey Remy Martin Korbel
BEER & CIDER (Bottle & Draft) Bass Becks Boddingtons Bulmers/Magners Budweiser Carlsberg Coors Light Corona Grolsch Guinness Harp Heineken Kronenberg Miller Newcastle Brown Ale Stella Artois Strongbow Cider LIQUEURS Amaretto (almond) Blue Curacao (orange) Chambord (raspberry) Cointreau (orange) Creme de Banana (banana) Creme de Cacao (chocolate) Creme de Menthe (mint) Frangelico (hazelnut) Galliano (herb) Godiva (chocolate) Goldschlager (cinnamon) Grand Marnier (orange) Jagermeister (herb)
Kahlua (coffee) Midori (melon) Rumple Minze (peppermint) Sambuca (anise) Schnapps (various flavors) Southern Comfort (peach) Tia Maria (coffee) Triple Sec (orange)
CHAMPAGNE Dom Perignon Veuve Cliquot Perrier Jouet Cristal Moet & Chandon Bollinger Louis Roderer Piper Heidsieck Laurent Perrier Cuvee Rose Brut MIXERS Angosturas Bitters Cola Cream Eggs Ginger Ale Grenadine Ice Cream Milk Orange Bitters Sour Mix Sprite/7-Up Tea (Black, Green, Fruit flavors) Water - Soda - Tonic Coffee FRUIT JUICE Apple Cranberry Grapefruit Lemon Lime Orange Pineapple Tomato FRUIT Apples Bananas Cherries Lemons Limes Oranges Pineapples Strawberries
GARNISHES/OTHER Cinnamon Ice Maraschino Cherries Nutmeg Olives (black/green) Salt/Pepper Sugar Sugar Syrup (Gomme) Tabasco Sauce Worcestershire Sauce
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THE FOOD
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The Trinity Irish Pub Plaine de Plainpalais
The pub has a good-sized kitchen that offers a unique menu of such things as Seafood Chowder, Pork & Leek Sausages, Fish and Chips, etc.
For St. Patrick's Day and other Irish holidays the pub offers traditional favorites such as Oysters or Mussels with Irish Wheaten Bread, Beef & Guinness stew, and traditional Bacon and Cabbage.
Trinity Plaine de Plainpalais, Geneva
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TRINITY SAMPLE MENU
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GGD Global also have a wealth of knowledge designing and running restaurants from introduction of menus to chef training etc. GGD Global has worked with some of the top Irish Chefs to compile superb fresh menus for all of our / your patrons - serving up great quality Irish food for thirty years and still going strong - it is yet another facet that allows GGD Global to truly stand out from the crowd. STARTERS Seafood Scallops Cheese Plate Beef Carpaccio Open Smoked Salmon Sandwich Dublin Seafood Fishcakes Bowl of Mussels Bowl of Oysters Wheaten Bread SOUPS Irish Seafood Chowder Cream Mushroom Soup SALADS Caesar Salad Greek Salad Trinity House Salad
STEAKS Three Various sized steak cooked to your preference Served with a choice of: Wedges, Champ, Roast Potatoes Choice of 3 sauces: Creamy pepper, Red Wine, Béarnaise
Sides Roast Potatoes Garlic and Herb Potato Wedges Irish Champ Potatoes Trinity Creamy Coleslaw Roasted Asparagus with Parmesan Cheese
TRINITY IRISH FAVOURITE’S Storehouse Beef & Guinness Stew Home-made Trinity Beef Burger Pork & Leek Sausage Guinness Batter Cod Fish & Chips Irish Sautéed Salmon Fillets Traditional Bacon & Cabbage Traditional Irish Chicken Pie Fisherman’s Pie Traditional Irish Breakfast
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BRANDING
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The Trinity Irish Pub Plaine de Plainpalais
The GGD Global Design Department understands “Branding� and Irish Bars more so than our competitors.
...worth waiting for... Trinity Plaine de Plainpalais, Geneva
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YOUR PUB, YOUR BRAND... IS OUR BUSINESS.
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CORPORATE ID is the face of a company to the world it creates trust, a strong brand, value and perception of the services that are provided. It can build confidence and pride in the work force, and should never be undervalued - as an aside, (EG: When Rowntree sold out to NestlĂŠ they received zero for the trading business but ÂŁ800 million for the brand names and images - that is real brand value). CONSISTENCY is important, because it reinforces the brands key messages, attributes and again conveys trust - but consistency does not mean that everything has to look the same! The GGD Design Team knows that good design is a solution to a particular task - by looking at the requirements, call to action and aims of the collateral inevitably each piece of collateral will be varied, as it has its own function, which helps determine its form.
PROPER BRANDING can result in higher sales of not only one product, but on other products associated with that brand. For example, if a customer loves GUINNESS and trusts the brand, he or she is more likely to try other products offered by the company such as chocolate chip cookies. Brand is the personality that identifies a product, service or company (name, term, sign, symbol, or design, or combination of them) and how it relates to key constituencies: customers, staff, partners, investors etc.
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BRANDING
BUSINESS LITERATURE
Letterheads Compliment Slips Business Cards Gift Vouchers Waitress Docket Books
Business / corporate literature is just as important as your brand, it helps reinforce your business company outside of your premises
$87+(17,& , 5,6+
928&+(5
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BRANDING MENUS
Restaurant Menus The main restaurant menu encompasses great branding with an Irish themed design AND an Irish themed menu
Bar Snacks Menus POS The Bar Snacks Menu is designed to be a “Toblerone” shape and sits on ALL tables and bar it not only functions as an all day express menu but is a great POS (point of sale) as well
Beverage Menus These menus again encompass the brand and display all beverages on offer from wines, beers, coffees and soft drinks Cocktail Menus POS The Cocktails Menu is designed to be a “Toblerone” shape and sits on ALL tables and bar it is designed only to sell cocktails / spirits, A great POS (point of sale)
Bar Staff Uniforms These, if designed and manufactured correctly can even be sold as merchandise for your Trinity Pub
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BRANDING
COMPANY WEBSITE Home Page / Landing page A great POS with an “Enter Site Function”
About Us Company / Business overview - a sales pitch that is second to none Menus All Menus appear online alongside restaurant photographs - let potential customers see the extravagance of your restaurant - leaving them looking forward to a unique Irish dining experience
Gallery Upload new photos every time you have a great day or live event - get people commenting on themselves through your website Promotions / Events Constantly refresh your site with the latest Live Music Event, Sport Event, Charity Event - the sky is the limit
Contact us Appears on every page - this reacts like a “Call To Action” make people lift the phone, book a table etc.
Resource Pack Only available to you - the client - a link on your website that has al your Media and Artwork stored, so you can retrieve it when desired
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BRANDING
PRESS & MEDIA KIT
Now that you have a GGD Global Pub the all important advertising or as we like to call it PRESENCE needs to begin The press and media kit is in your Resources folder on your website that only you or a trusted media expert such as a commercial printer can access - all the files are editable and can be amended to suit whatever event that your company is undertaking.
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MARKET ANALYSIS
The Trinity Irish Pub Plaine de Plainpalais
Many customers are taking advantage of the many pub & bar varieties by seeking establishments that have unique styles
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MARKET ANALYSIS
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Do not mess with the concept ! MARKET ANALYSIS SUMMARY Trinity Irish pub wants to bring a new experience to Geneva. Many customers are taking advantage of the many pub & bar varieties by seeking establishments that have unique styles. Delivering a traditional, well presented, professional and enjoyable Irish pub will stand out from the competition. Do not mess with the concept! MARKET SEGMENTATION The market segmentation is divided into the leading target markets. The division reflects the differences in marketing strategy that will be used to target each different market. Middle class, office workers from this prominent sought after area:
These are people seeking to have a drink or some quick food during lunchtime and sometimes want to show out-oftowners some of the local highlights. In addition, the pub can expect to see these types of customers dropping in for some hours after work to unwind. LATE NIGHTERS AND WEEKEND PARTIERS: These are the folks that drop by and stay for many hours socializing and drinking. Growth of this segment is based on the estimated population growth of Geneva itself.
TARGET MARKET SEGMENT STRATEGY Trinity Irish Pub exists in a highly competitive industry whose environment creates low margins due to the high amounts of pressure placed upon participants from customers, suppliers, other rivals, potential entrants, and participant’s products. This has created a fragmented industry in which no one participant has significant market share. Customers have a great deal of power and influence in this industry since there are virtually no switching costs.
Customers regularly go to more than one pub or bar to socialize and drink. In addition, while this pastime is very popular, the overall quality of the customer's life is unaffected if they choose to forgo pursuing it.
Suppliers also have a great deal of power in relation to the pubs and taverns. Almost all suppliers are regional companies that have a wide variety of customers including grocery stores, liquor stores, restaurants, caterers, etc.
This means that any one customer of these distributors makes up a fraction of their sales and has little influence on their prices, quality and terms.
Furthermore, while these distributors often sell a wide variety of products such as produce, poultry and meat products, tobacco, and others, pubs and taverns are solely dependent upon the distributors for all their merchandise.
The rivalry among other taverns, bars, pubs, etc. is especially intense. This is because there is a large number of them in the Geneva area who are more or less equally balanced in terms of size, popularity, and resources.
Since industry growth is small, there are strong moves by all competitors to gain market share at the expense of others. The lack of a differentiated product or service by most pubs or taverns only makes this worse.
In this type of environment, each firm tries to cut prices, increase services and products and cut costs. This in turn creates retaliation among rivals and leads to lower profits. There are relatively few barriers to entry in the pub/tavern industry, making the threat of more new entrants to the market very real. The capital costs of starting up a bar or tavern is low and access to distribution channels is quite easy.
Where firms seek advantages is in gaining a favorable location, building brand equity through customer loyalty, creating a unique environment, or backward-integration by producing unique products. All this takes luck, persistence, and awareness of customer needs. Finally, the existence of substitutes creates a great deal of pressure on pubs and taverns to attract and retain customers. Restaurants, breweries, and any other place where drinking and socializing goes on is a direct threat to Trinity and other rivals.
In addition, grocery and liquor stores that sell alcohol are an indirect threat that offers alternatives to potential customers. These substitutes, who often offer lower costs, decrease the overall potential of the pub and tavern industry as a whole.
Trinity Plaine de Plainpalais, Geneva
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STRATEGY AND IMPLEMENTATION SUMMARY
GGD Global
The Trinity Irish Pub Plaine de Plainpalais
Trinity's strategy is to leverage the advantages of location, attractive social times, both am and pm, traditional interior, unique menu, well-trained staff all to create a highly valuable product/service experience to new customers and to enhance the appeal to keep these customers as regulars that talk!
Trinity Plaine de Plainpalais, Geneva
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TRINITY IRISH PUB - AM:PM
STRATEGY AND IMPLEMENTATION SUMMARY Trinity's strategy is to leverage the advantages of location, attractive social times, both am and pm, traditional interior, unique menu, well-trained staff all to create a highly valuable product/service experience to new customers and to enhance the appeal to keep these customers as regulars that talk!
The Trinity Irish Pub Will create a value added approach to this unique entertainment establishment. While bringing in new customers achieving a higher margin thus increasing profitability.
MARKETING STRATEGY Trinity plans to advertise its new pub through newspaper and magazine articles, focusing primarily on entertainment and lifestyle publications. In addition the pub will run ads in local journals and plans to put up four billboard advertisements. Past experience with other taverns and pubs indicates that radio is an especially useful tool to this industry and management plans to run ads with three of the local radio stations most listened to by young professionals aged 25-40. The internet is especially important to promote the pub through media and social networking sites, especially Facebook and twitter. PRICING STRATEGY Pricing of our products must remain initially competitive with our rivals. This is typical within the industry and can create higher margins. If Trinity is able to capture a significant number of newer customers, then management will consider a rise in overall prices to reflect our established unique position. MANAGEMENT SUMMARY Trinity Irish Pub will have a number of employees including Owners / Manager with support from the GGD Global Team, Bartenders, Waiters/resses, Bar backs, Food Runners will be trained professionally
MANAGEMENT TEAM whoever has been chosen to manage the pub on behalf of the owner / investor. Mr. John Kernan is a native of Ireland. He has worked with a number of firms in the drink industry all over the world ranging from Singapore, Oman, Jordan, Australia, UAE and most importantly Ireland. His experience and education will optimise the professionalism this business will strive for. PERSONNEL PLAN Help with choosing the right staff member will be included with the Operations Manual.
Trinity Plaine de Plainpalais, Geneva
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GGD Global
STRATEGY AND IMPLEMENTATION SUMMARY The Trinity Irish Pub Plaine de Plainpalais
Trinity's strategy is to leverage the advantages of location, attractive social times, both am and pm, traditional interior, unique menu, well-trained staff all to create a highly valuable product/service experience to new customers and to enhance the appeal to keep these customers as regulars that talk!
Trinity Plaine de Plainpalais, Geneva
E: info@gddglobal.com | www.gddglobal.com | T: +44 (0) 7898 222 098
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experienced bartenders and waiting staff will find it easy to work under pressure !
A BARTENDER (ALSO KNOWN AS BARPERSON, BARMAN, BARMAID, BAR ATTENDANT, BARKEEPER, OR MIXOLOGIST) IS A PERSON WHO SERVES USUALLY ALCOHOLIC BEVERAGES BEHIND THE BAR IN A LICENSED ESTABLISHMENT.
A professional bartender will have developed a palate to distinguish different flavors, which in turn gives him or her an ability to mix those flavors in such harmony that it results in a very palatable cocktail.
Bartenders also usually maintain the supplies and inventory for the bar. A bartender can generally mix classic cocktails such as a Cosmopolitan, Manhattan, Old Fashioned, and Mojito.
Trinity Plaine de Plainpalais, Geneva
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GGD Global
FINANCIALS 5 YEAR SUMMARY
The Trinity Irish Pub Plaine de Plainpalais
Trinity Plaine de Plainpalais, Geneva
E: info@gddglobal.com | www.gddglobal.com | T: +44 (0) 7898 222 098
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GGD Global
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Trinity Plaine de Plainpalais, Geneva
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GGD Global
FINANCIALS 5 YEAR SUMMARY
The Trinity Irish Pub Plaine de Plainpalais
Trinity Plaine de Plainpalais, Geneva
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THE COSTS
GGD Global
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The Trinity Irish Pub Plaine de Plainpalais MARCH 2013 AREA
KITCHEN EQUIPMENT-LARGE
ESTIMATE COST
BAR AREA INCLUDING COOLERS 25,000.00
TV/MUSIC SYSTEM
17,500.00
MICROS SYSTEM
ANSOL/HOOD SYSTEM
MISC COST-LEGAL,LICENCES,ETC STRUCTURE WORK-PLUMBING /HVAC/ELECTRIC/FLOOR SUPPORT COST-INSURANCE, GAS/HEAT,ELECTRIC
GGD GLOBAL BUILD OUT (INTERIOR/FIXTURES/BAR ETC)
GGD GLOBAL BUILD OUT(FAÇADE)
SITE PREPARATION FLOORING PAINTING ETC
GGD GLOBAL OPERATIONS COSTS (INC MEDIA AND MARKETING) MAJOR COST ESTIMATE GRAND TOTAL
55,000.00
+/-
22,000.
KITCHEN/FRONT OF HOUSE SMALLWARE+UTENSILS
BEER TAP SYSTEM INC INSTALLATION
OTHER COST
18,000.00
20,000.00
17,000.00
50,000.00 75,000.00 16,500.00 200,580.56 28,750.44
81,919.44
22,750.00
481,000.44
169,000.00
Trinity Plaine de Plainpalais, Geneva
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650,000.44
GGD Global
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Trinity Plaine de Plainpalais, Geneva
E: info@gddglobal.com | www.gddglobal.com | T: +44 (0) 7898 222 098