Executive Summary
Anti-brasserie with Southern American charm and Parisian soul
Brand Identity
Communication Objectives
- Increase Instagram engagement by 25%
- Launch QR payment system & merchandise
- Strengthen brand collaborations
- Organize collaboration events
Monthly Budget: €500
Brand Voice & Key Messages
"No uniform tables or generic service"
Everything here has a story - authentic anti-brasserie experience
"Come as you are. You are always welcome."
Home away from home with homemade food, warm people, comfy corners
"Built on diversity"
In the team, the kitchen, and the customers - inclusive community space
SWOT Analysis
Strengths
- Unique French-Southern American identity
- Prime location by Luxembourg Gardens
- Homemade high-quality food
- International clientele
- Distinct anti-brasserie atmosphere
Opportunities
- Build stronger visibility among Parisians
- Leverage UGC and positive reviews
- Develop QR payment and merchandise
- New communication levers: newsletter, events
- Collaborate with existing partners
Weaknesses
- Not always identified by locals as go-to spot
- Communication irregularities in frequency
- Less visibility vs established brasseries
Threats
- Competition from established brasseries
- Seasonal tourism fluctuations
- Rising costs of organic ingredients
Budget Breakdown
Smart allocation of €500 monthly budget
Instagram Ads - €150 (30%)
High ImpactBoosted posts targeting locals in 6ème arrondissement
Content Creation Tools - €80 (16%)
Medium ImpactCanva Pro + scheduling tool (Later/Buffer)
Customer Incentives - €100 (20%)
High ImpactLoyalty rewards, giveaways, customer appreciation
Local Partnerships - €90 (18%)
Medium ImpactCollaborations with Piper-Heidsieck, Hendrick's, Oatly
Photography Props - €50 (10%)
SupportingSeasonal decorations, backgrounds, styling elements
Email Marketing - €30 (6%)
Growing ImpactMailchimp basic plan for newsletter
Lightspeed POS Implementation Tutorial
Complete step-by-step guide for QR payment system & email collection
Expected Benefits
Faster Table Turnover
15-20% increase in daily covers
Reduced Staff Workload
More time for customer service
Email List Growth
10-25 new emails per week
Order Accuracy
Reduced human error in orders
Step-by-Step Setup Guide
Access Lightspeed Restaurant Settings
Navigate to POS settings → Payment options
Time Required: 5 minutes
- Log into your Lightspeed Restaurant dashboard
- Go to Settings → Payments
- Look for "Pay at Table" or "QR Code Payment" options
Enable QR Code Payments
Activate 'Pay at Table' feature in Lightspeed Restaurant
Time Required: 2 minutes
- Toggle on "Pay at Table" functionality
- Configure payment processors (Stripe, Square, etc.)
- Test the payment flow with a small transaction
Generate Table QR Codes
Create unique QR codes for each table/area in your restaurant
Time Required: 15 minutes
- Generate QR codes through Lightspeed interface
- Label each QR code with table numbers
- Download high-resolution versions for printing
- Test each QR code to ensure proper table assignment
Design Table Tents
Create attractive QR code displays with Treize branding using Canva or similar
Time Required: 30 minutes
- Use Treize brand colors and fonts
- Include clear instructions: "Scan to order & pay"
- Add multilingual text (French/English)
- Ensure QR code is large enough to scan easily
Set Up Email Collection
Configure receipt emails to capture customer data in Lightspeed
Time Required: 10 minutes
- Enable email receipts in Lightspeed settings
- Customize receipt email template
- Add Treize branding to email template
- Configure automatic email sending
GDPR Compliance Setup
Add opt-in checkbox for marketing emails in receipt template
Time Required: 15 minutes
- Add newsletter opt-in checkbox to receipt emails
- Include clear privacy policy link
- Ensure customers can easily unsubscribe
- Store consent data properly
Staff Training
Train team on explaining QR system to customers
Time Required: 30 minutes
- Create simple training script for staff
- Practice explaining system to customers
- Troubleshoot common issues
- Set up backup payment methods
Test System
Run test transactions with different payment methods
Time Required: 20 minutes
- Test full customer journey from scan to payment
- Verify email receipts are sent correctly
- Check opt-in data is captured
- Test with different devices and browsers
Customer Email Collection Workflow
Scan QR
Customer scans QR code at table
Order
Order placed through QR system
Pay
Payment processed via Lightspeed
Receipt
Email receipt sent automatically
Opt-in
Newsletter signup option
Follow-up
Thank you email within 24h
Merchandising Integration
Treize Tea Blends
Add to digital menu for easy ordering via QR system
Branded Mugs
Display with QR code for instant purchase at table
Tote Bags
QR code checkout directly at customer table
Gift Cards
Digital gift card purchase and delivery system
Implementation Checklist
Technical Setup
Design & Marketing
Staff Training
Content Strategy - 4 Pillars
Sustainable content creation aligned with Treize brand voice
Signature Dishes & Drinks
2x per weekBeautiful close-ups, plating rituals, menu specials
Content Ideas:
- "What's cooking today?" daily specials
- Tea blend preparation rituals
- American-French fusion plating
- Seasonal menu introductions
- Homemade pastry process shots
Atmosphere & Décor
1x per weekTable setups, garden moments, cozy corners, natural light
Content Ideas:
- Mismatched furniture charm
- Lush greenery arrangements
- Sunlight streaming through windows
- Dogs welcomed atmosphere
- Luxembourg Gardens proximity shots
Community & Team
1x per weekTeam portraits, diversity celebration, personalities
Content Ideas:
- Team member spotlights with quotes
- Diverse personalities celebration
- Behind-the-scenes team moments
- Staff recommendations
- Inclusive workspace culture
Customer Love & UGC
2x per weekReposts, testimonials, tagged photos, shared memories
Content Ideas:
- Customer celebration moments
- Tagged Instagram photos reposts
- Written testimonials sharing
- Regular customer features
- Community gathering documentation
Brand Collaborations Strategy
Piper-Heidsieck
Type: Champagne
Ideas: Brunch champagne pairings, Sunday service, celebrations
Recontact NeededHendrick's
Type: Gin
Ideas: Gin & tea cocktails, garden-inspired drinks
Recontact NeededOatly
Type: Plant-based
Ideas: Oat milk specials, vegan brunch options
Recontact Needed3-Month Editorial Calendar
Detailed content planning with Voice of Treize posts
September Theme: Voice of Treize - Authenticity
Focus on authentic brand voice and welcoming atmosphere
Voice of Treize: Why every table tells a story
Voice: "No uniform tables here, y'all. Each piece has history."
Hashtags: #VoiceOfTreize #AntiStandard #EveryTableTellsAStory
Morning prep: Setting the stage for authenticity
Voice: "Every morning we create a space where y'all can just be."
Hashtags: #MorningRitual #HomeAwayFromHome #Treize
Voice of Treize: What "Come as you are" really means
Voice: "Dressed up or casual, working or chatting - you belong here."
Hashtags: #ComeAsYouAre #Welcome #Inclusive
Voice of Treize: The beauty of mismatched
Voice: "Perfectly imperfect, just like real homes should be."
Hashtags: #MismatchedFurniture #RealHome #Authentic
Voice of Treize: Why we say "y'all" in Paris
Voice: "Southern warmth meets Parisian spirit - that's our magic."
Hashtags: #SouthernCharm #ParisLife #YallInParis
October Theme: Voice of Treize - Community
Celebrate community connections and gatherings
Voice of Treize: Built on diversity
Voice: "Our strength is in our differences - team, kitchen, customers."
Hashtags: #Diversity #Community #Strength
Voice of Treize: Where locals feel like tourists
Voice: "Just off the Luxembourg, everyone gets a little vacation feeling."
Hashtags: #LocalsAndTourists #LuxembourgGardens #Escape
Voice of Treize: The art of gathering
Voice: "Tables that bring people together, conversations that matter."
Hashtags: #Gather #Conversations #Connection
Voice of Treize: Halloween with Southern flair
Voice: "American traditions, Parisian style, Treize hospitality."
Hashtags: #Halloween #AmericanTraditions #ParisianStyle
November Theme: Thanksgiving & Gratitude
Celebrate American Thanksgiving traditions with Treize voice
🦃 Thanksgiving Week Campaign - Voice of Treize
VOICE OF TREIZE: Thanksgiving Eve Welcome
Content: "Y'all, tomorrow we give thanks, but tonight we gather as the community we've become. Welcome to our pre-Thanksgiving celebration."
Voice Elements: "Y'all", "community we've become", warm welcome
Hashtags: #VoiceOfTreize #ThanksgivingEve #CommunityGathering
VOICE OF TREIZE: Thanksgiving Day Gratitude
Content: "This is what Thanksgiving means at Treize - gratitude for every story shared, every friendship made, every moment of home we've created together."
Voice Elements: Authentic gratitude, community focus, "home we've created"
Hashtags: #VoiceOfTreize #Thanksgiving #Grateful #HomeCreated
VOICE OF TREIZE: Extended Family Celebration
Content: "Because gratitude deserves more than one meal, y'all. Our Paris family keeps celebrating - kids, laughter, and all."
Voice Elements: "Y'all", "Paris family", inclusive celebration
Hashtags: #VoiceOfTreize #ParisFamily #ExtendedCelebration
VOICE OF TREIZE: Closing with Full Hearts
Content: "Four days of thanksgiving, countless moments of joy. This is how we close our annual celebration - with full hearts and plans for next year."
Voice Elements: Reflective gratitude, forward-looking, "full hearts"
Hashtags: #VoiceOfTreize #FullHearts #AnnualTradition
Quick Wins (Week 1-4)
Immediate actions requiring little time or budget
Google My Business Optimization
Complete profile optimization for maximum local visibility
Tasks:
- Update business hours and contact information
- Add high-quality photos of food and atmosphere
- Write compelling business description with keywords
- Enable messaging and respond to reviews
Instagram Story Templates
Create 5 reusable templates to maintain consistency
Templates to Create:
- "What's Cooking Today" - daily specials
- "Behind the Scenes" - prep work
- "Customer Spotlight" - UGC reposts
- "Team Moment" - staff features
- "Voice of Treize" - brand messages
UGC Collection Strategy
Encourage and systematize user-generated content
Implementation:
- Create branded hashtag #TreizeMemories
- Ask customers to tag photos
- Set up daily UGC monitoring
- Create story highlights for customer content
Email Collection Launch
Begin building email list for customer relationships
Setup Steps:
- Set up Mailchimp account
- Create welcome email template
- Add newsletter signup to receipts
- Train staff to mention email list
Long-term Strategy (3-6 Months)
Sustainable growth projects aligned with brand values
Voice of Treize Content Series
Develop authentic brand voice through consistent storytelling
Series Components:
- Weekly Voice Posts: Authentic brand messages in Treize voice
- Staff Stories: Team member features with personal quotes
- Customer Connections: Real stories from community members
- Behind Philosophy: Why we do what we do posts
Signature Annual Events
Establish Treize as community gathering place through events
Annual Event Calendar:
- Thanksgiving Week: 4-day community celebration
- Summer Garden Gathering: Outdoor community event
- Back-to-School Welcome: Student community kickoff
- Holiday Cookie Decorating: Family community event