Executive Summary
Anti-brasserie with Southern American charm and Parisian soul
Brand Identity
Founded by Laurel from Charleston • 5 rue de Medicis, 6ème • American-Parisian fusion
Communication Objectives
- Increase Instagram engagement by 25% over 3 months
- Launch pay-at-table QR system and merchandise
- Strengthen collaborations with key partners
- Organize collaboration events
- Improve local Parisian visibility
Realistic KPIs (3 Months)
Brand Voice & Key Messages
Anti-Brasserie
"No uniform tables or generic service, everything here has a story"
Home Away from Home
"Come as you are. Homemade food, warm people, comfy corners"
American-Parisian Fusion
"Southern-style biscuits with Parisian butter next to delicious quinoa salad"
Brand Voice: Authentic, Warm, Decontracted • Keywords: Y'all, Home, Jardin, Treize, Welcome, Homemade, Inclusive, Tea, Gather, Organic
SWOT Analysis
Strengths
Unique French-Southern identity, prime Luxembourg location, homemade quality, international clientele
Weaknesses
Not always identified by locals, communication irregularities, less visibility vs established brasseries
Opportunities
Build Parisian visibility, leverage UGC, strengthen partnerships, develop QR/merch services
Threats
Competition from established brasseries, seasonal tourism fluctuations, rising organic costs
Budget Breakdown
Smart allocation of €500 monthly budget with realistic expectations
Instagram Ads - €150 (30%)
High ImpactFocus on Reels and behind-scenes content boosting
Content Creation & Tools - €110 (22%)
Medium ImpactCanva Pro, scheduling tools, photography props for Voice of Treize content
Customer Incentives & UGC - €100 (20%)
High ImpactCustomer appreciation for tagged photos, small giveaways for community building
Collaboration Partners - €90 (18%)
High ImpactPartnership events with Piper, Hendricks, Oatly, Chandon, Fever Tree
Email Marketing & Newsletter - €50 (10%)
Growing ImpactMailchimp Pro for Voice of Treize newsletter and customer communication
Realistic 6-Month KPIs
3-Month Goals
6-Month Goals
Pay-at-Table QR System & Merchandising
Launch timeline: End of August 2025
Pay-at-Table Implementation
QR Code Partner Selection
Research and select QR code payment partner
- Compare Lightspeed, Square, and local French solutions
- Ensure integration with existing POS system
- Test customer experience and transaction fees
Table QR Code Design
Create branded QR code displays for each table
- Design table tents with Treize branding
- Include brief instructions in French and English
- Add merchandise promotion on display
Merchandise Integration
Connect merchandise ordering to QR payment system
- Add merchandise section to digital payment interface
- Set up table-side pickup system for merch orders
- Train staff on merchandise fulfillment process
Merchandising Strategy
Product Line (Launch: August 2025)
Revenue Projections
Content Strategy - 4 Pillars + Voice of Treize
3 posts per week with authentic brand voice
Signature Dishes & Drinks
2x per weekBeautiful close-ups, plating rituals, "What's cooking today?", menu specials
Content Ideas:
- Southern biscuits with Parisian butter close-ups
- Tea ceremony and specialty blend features
- Collaboration drink specials (Hendricks gin, Piper champagne)
- Plating ritual behind-scenes Reels
- Menu special announcements with Voice of Treize captions
Atmosphere & Décor
1x per weekTable setups, garden moments, cozy corners, sunlight, dogs, flowers
Content Ideas:
- Mismatched furniture storytelling: "Every chair has a story"
- Luxembourg Gardens views from terrace
- Golden hour lighting moments
- Lush greenery and plant care behind-scenes
- Cozy study corner setups for students
Community & Team
1x per weekPortraits, quotes, team moments, diverse personalities
Content Ideas:
- Team member spotlights with Charleston-Paris stories
- Founder Laurel sharing American traditions in Paris
- Customer celebration moments (birthdays, meetings)
- Diversity in team, kitchen, and customer stories
- Regular customer features and their "home away from home" stories
Customer Love & UGC
2x per weekReposts, testimonials, tagged photos, shared memories
Content Ideas:
- Repost customer brunch and study session photos
- Customer testimonials about "feeling at home"
- Tagged photos with Voice of Treize appreciation captions
- Customer anniversary celebrations (first visit vs regular)
- UGC highlighting American-Parisian fusion experience
Voice of Treize Content Strategy
Authentic Voice Posts
Tone: Funny, heartfelt, honest captions using "Y'all", "Home", "Jardin" keywords
Example: "Y'all, this is what home feels like - mismatched chairs, perfect coffee, and the kind of welcome that makes tourists feel local and locals feel on holiday ✨"
Anti-Brasserie Messaging
Positioning: "No uniform tables or generic service, everything here has a story"
Example: "We're the anti-brasserie and proud of it! Every chair, every corner, every story is different - just like our beautiful community 🪑"
Charleston-Paris Fusion
Cultural Bridge: Southern American traditions with Parisian sophistication
Example: "From Charleston to Paris, bringing y'all the comfort of home with that unmistakable French touch 🇺🇸🇫🇷"
Detailed 3-Month Editorial Calendar
September - November 2025 with special Thanksgiving campaign
September Theme: Back to School & Autumn Launch
Focus on welcoming students and introducing autumn flavors with Voice of Treize authenticity
Back to school y'all! Welcome students to our cozy study corner
Voice of Treize: "That feeling when your favorite study spot becomes home again 📚"
Hashtags: #BackToSchool #StudySpot #Home #YALL #TreizeFamily
Morning prep ritual: Southern biscuits meet Parisian butter
Pillar: Signature Dishes
Hashtags: #MorningPrep #SouthernBiscuits #ParisianButter #Homemade #Fusion
Garden moments: Luxembourg Gardens autumn colors from our terrace
Voice of Treize: "When your office view includes centuries of French garden magic ✨"
Hashtags: #LuxembourgGardens #GardenMoments #AutumnColors #TerraceMoments
Meet the team: Our barista's story from Brazil to Paris
Voice of Treize: "Diversity isn't just our ingredient list – it's our superpower 💪"
Hashtags: #MeetTheTeam #Diversity #BrazilToParis #TeamStory
What's cooking today: Autumn quinoa salad with Southern cornbread
Collaboration: Featuring Oatly plant-based options
Hashtags: #WhatsCoookingToday #AutumnSalad #SouthernCornbread #Oatly
Local love: Featuring neighborhood regulars and their favorite spots
Voice of Treize: "When locals become family, that's when magic happens ❤️"
Hashtags: #LocalLove #Neighborhood #Regulars #Family
October Theme: Cozy Season & Merchandising Launch
Embrace cozy atmosphere and launch merchandise with collaboration highlights
Pumpkin spice everything! Southern autumn flavors meet Parisian elegance
Collaboration: Piper-Heidsieck champagne pairing
Voice of Treize: "Basic? Never. Delicious? Always. Our pumpkin spice story 🎃"
Merch launch preview: Treize branded tea blends and mugs
Voice of Treize: "Take a piece of home, well... home! Merch drop coming soon 🏠"
Hashtags: #MerchLaunch #TeaBlends #BrandedMugs #TakeHomeHappiness
Pay-at-table launch: Introducing our new QR code system
Voice of Treize: "Less waiting, more savoring. Welcome to the future, y'all! 📱"
Hashtags: #PayAtTable #QRCode #LessWaiting #MoreSavoring #Future
What's brewing: Hendrick's gin and tea cocktail collaboration
Collaboration: Hendrick's gin partnership
Voice of Treize: "When tea meets gin, magic happens in a glass 🍸"
November Theme: Thanksgiving & Gratitude
Celebrate American Thanksgiving traditions with 4-day special campaign
🦃 Special Thanksgiving Campaign - 4 Posts
THANKSGIVING EVE DINNER
Content: "Welcome to our pre-thanksgiving celebration! Tomorrow we give thanks, tonight we gather as community."
Voice of Treize: "The warmup act that steals the show. Thanksgiving Eve magic begins! ✨"
Hashtags: #ThanksgivingEve #PreThanksgiving #WarmupAct #StealsTheShow #MagicBegins
Story Series: Behind-scenes prep, table setup, first guests arriving
THANKSGIVING DAY DINNER
Content: "Gratitude, community, and incredible food. This is what Thanksgiving means to us at Treize."
Voice of Treize: "This is what home feels like, y'all. Pure thanksgiving magic! 🏠✨"
Hashtags: #ThanksgivingDay #Gratitude #Community #IncredibleFood #HomeFeelsLike #ThanksgivingMagic
Story Series: Live coverage of dinner service, guest reactions, team moments
THANKSGIVING LUNCH
Content: "Extended celebration for our Paris family - because gratitude deserves more than one meal."
Voice of Treize: "Because one thanksgiving isn't enough for this much gratitude 🍽️"
Hashtags: #ThanksgivingLunch #ExtendedCelebration #ParisFamily #OneIsntEnough #ThisMuchGratitude
Story Series: Family moments, children's reactions, leftover creations
THANKSGIVING WEEKEND DINNER
Content: "Closing our annual celebration with joy, full hearts, and new memories made."
Voice of Treize: "Grand finale vibes! Thank you for making this thanksgiving legendary 🎭"
Hashtags: #ThanksgivingWeekend #AnnualCelebration #GrandFinale #MakingItLegendary #ThankYou
Story Series: Weekend reflections, team appreciation, planning next year
Quick Wins (Week 1-4)
Immediate actions to strengthen local visibility and communication
Google My Business & Local Visibility
Optimize for Parisian local searches and address weakness in local identification
- Update GMB with "Anti-brasserie" and "American-Parisian fusion" keywords
- Add high-quality photos of mismatched furniture and cozy atmosphere
- Encourage UGC reviews highlighting "home away from home" experience
- Respond to all reviews with authentic Voice of Treize tone
Voice of Treize Content Templates
Create authentic, reusable templates with brand voice and keywords
- Design 5 story templates with "Y'all", "Home", "Jardin" language
- Create anti-brasserie positioning templates
- Develop collaboration partner highlight formats
- Set up story highlights for 4 content pillars
Collaboration Partner Outreach
Reconnect with existing partners to strengthen relationships
- Recontact Piper-Heidsieck for champagne collaborations
- Reach out to Hendrick's for gin & tea cocktail partnerships
- Connect with Oatly for plant-based content features
- Contact Chandon and Fever-Tree for partnership opportunities
Enhanced Tea Program Communication
Leverage tea as unique differentiator and community builder
- Create tea education content series
- Develop seasonal tea blend announcements
- Design tea ceremony behind-scenes content
- Plan tea and food pairing features
Track Your Progress
Week 1 Goals
Week 2 Goals
Long-term Strategic Projects (3-6 Months)
Building sustainable growth and stronger community connections
Collaboration Events & Partnership Strategy
Strengthen partnerships with premium brands while maintaining authentic brand voice
Partner Event Ideas:
- Piper-Heidsieck Brunch Series: Monthly champagne brunch with Charleston-inspired menu
- Hendrick's Garden Party: Gin & tea cocktail evening in collaboration with gardens theme
- Oatly Plant-Based Week: Showcase plant-based American-Parisian fusion menu
- Chandon Celebration Packages: Special occasion dining with sparkling wine pairings
- Fever-Tree Cocktail Masterclass: Premium mixer education with tea-infused cocktails
Local Parisian Visibility Enhancement
Address weakness in local identification through neighborhood integration
Local Integration Strategies:
- Neighborhood Partnership Network: Connect with nearby businesses in 6ème arrondissement
- Local Regular Recognition Program: Feature neighborhood regulars in content
- Luxembourg Gardens Collaboration: Leverage proximity with garden-themed content
- French-Language Content: Develop bilingual Voice of Treize content for locals
- Local Food Writer Outreach: Connect with Parisian food bloggers and critics
Tea Program & Educational Content
Expand tea offerings as unique differentiator in anti-brasserie positioning
Tea Program Development:
- Signature Tea Blend Creation: Develop Treize-branded seasonal blends
- Tea Ceremony Content Series: Educational content about tea traditions
- Tea & Food Pairing Workshops: Monthly educational sessions
- Tea Merchandise Integration: Connect tea blends to merchandise strategy
- Tea Garden Content: Leverage gardens location for tea-focused storytelling