Gilles Misrahi 29 TH 09 2009 Long tail inside

“ When you go in a Vietnamese restaurant, you have broadly the choice between 200 dishes. Isn't it ? Some shark, turtle and all sorts of stuff. On the arrival, you did eat egg or spring rolls, and lacquered duck or lemon grass chicken. If you go to this restaurant four times in a row, you will still eat the same thing. It does mean that more you give the choice people more they have the difficulty of choosing .” Pascal Nègre /Universal Music group CEO.

Vietnamese restaurants Paris No pre-existing studies Suspicion : 3 answers only Context Egg rolls Spring rolls Part of the global sales Margins Previsions Field* Questions *Bonus track : chicken salad

Vietnamese restaurants Paris

No pre-existing studies

Suspicion : 3 answers only

Egg rolls

Spring rolls

Part of the global sales

Margins

Previsions

Of total appetizers margin Of appetizers business margin

margin Of total appetizers margin Of appetizers business

Leading plates in appetizers Mass appeal products -------------------------------------------- Little margins Little added value in the chain Blockbusters of the non choice business Definition

Leading plates in appetizers

Mass appeal products

--------------------------------------------

Little margins

Little added value in the chain

“ Vietnamese restaurants are based on choice”. “The standards drive customers to other plates with margin”. “You have never seen an Egg rolls / Spring rolls / lacquered duck / lemon grass chicken restaurant because it doesn’t exist”. “You make good earnings when you serve every kind of customers”. Verbatim

Advertising Buy this ! EAT Queen of the queen of the non choice But nobody want it ! In all the menus margin

Egg rolls entrepreneurs are turning new plates inside or outside their classic restaurants Customers are trying new plates and new places

It’s a long time new concepts are apearing Sushis Buffet Phô Wok Tempura Barbecue… Owned by the old egg rolls entrepreneurs.

It’s a long time new concepts are apearing

Sushis

Buffet

Phô

Wok

Tempura

Barbecue…

Owned by the old egg rolls entrepreneurs.

Late 40 or more In the hurry Look at everything and price Coming mainly for lunch Doesn’t make advertising Not easy to serve Less and less customers

Late 40 or more

In the hurry

Look at everything and price

Coming mainly for lunch

Doesn’t make advertising

Not easy to serve

Less and less customers

Young couples and groups Discovering Take coffee and alcohol Come for lunch and diner Make advertising Happy customers New restaurants everyday

Young couples and groups

Discovering

Take coffee and alcohol

Come for lunch and diner

Make advertising

Happy customers

New restaurants everyday

29 TH 09 2009 Gilles Misrahi www.touslesmatins.com http://twitter.com/GillesMisrahi http://www.facebook.com/gilles.misrahi