the Rijsttafel

Features :
- background
- current trends
- the restaurant
- marketing

Why ?

why ?

THEME :
CAPTURE THE EDGY VERSATILE FOOD WINE-CENTRIC A LA TAPAS STYLE, A TRULLY MEMOMARABLE ENGANGING INNER FOODIES IN YOU.

BACKGROUND : The Indonesian rijsttafel (Dutch pronunciation: [ˈrɛistaːfəl]), a Dutch word that literally translates to "rice table", is an elaborate meal adapted by the Dutch following the hidang presentation of Nasi Padang from the Padang region of West Sumatra.

Although the dishes served are undoubtly Indonesian, the rijsttafel’s origins were colonial.
Rijsttafels strive to feature an array of not only flavors and colors and degrees of spiciness but also textures, an aspect that is not commonly discussed in Western food. Such textures may include crispy, chewy, slippery, soft, hard, velvety, gelatinous, and runny

THE CUSTOMER FIT :
TODAY'S CUSTOMER IS LOOKING FOR A DIFFERENT DINING EXPERIENCE ONE THEY CAN FEEL CONNECTED TO THAT ECHO'S THEIR CURRENT SENTIMENT, AND "THE RIJSTTAFEL " RESTAURANT CONCEPT CAN DELIVER ON THOSE NEEDS

A ROBUST MARKETING PROGRAM , BOTH FROM THE RIJSTTAFEL AND OWNER, WILL DRIVE NYC FOODIES TO THE PRODUCT.

NYC FOODIES, INDONESIA- ENTHUSIAST , WINE ENTHUSIAST WILL BE DRIVEN TO TRY THE RESTAURANT , DUE TO THEIR LOVE OF FOOD, WINE, THEIR HERITAGE, INDONESIAN CULTURE AND POLITICAL PREFERENCE.

CURRENT TRENDS

the rijsttafel can capitalize on this concept

• Chefs are the new rock stars, recipe book dominates best seller lists, and reality cooking and baking shows litter the schedules.
• Food and wine really is the new rock and roll
• There is a generational shift in culinary awareness underway
• There is a strong evidence that wine can influence the way we taste food, often dramatically

As food people and wine people continue to find opportunities to work together, it will be fascinating to see how one industry can affect the other. Plus, we're holding out for restaurant that can somehow promote versatility of Indonesian cuisine with wine in to the world.

As with wine, people are affiliating themselves more through their food choices.
We eat what we think define us, which governs our restaurant choice. Parallels between what is happening to the food scene and wine industry are stark.
- How it is made, where did it come from, were traditional method use- , see the food the way it being cooked to your liking, with product sourcing well known; the guiding principles are simplicity, flavor and quality.

Marketing is predominantly online and you interact with the source, creating a sense of personal relationship.
Menu, design, wine selection are fresh and changes from month to month, and it tastes good.

the art of food and wine pairing

THE RIJSTTAFEL ;
WILL BE A SPOT ON FIT TO THE INDONESIAN FOOD AND WINE PAIRING MOVEMENT, BRINGING SURPRISING INNOVATIONS TO A TREND THAT HAS BEEN EXPLODING.

THE RESTAURANT; THEME, OPTIONS AND FEATURES

RESTAURANT FEATURES

• PRIMARY DINING AREA
• SOCIAL ZONE ; BAR, MUSIC STAGE ( OPTIONAL )
• OTHER POTENTIAL FEATURES : LIVE CONCERT BY LOCAL ARTIST, FAST ZONE ( TO GO/PICK UP ), WINE SEMINAR/TASTING, GIFT SHOP ( BOOKS, TSHIRT,MERCHANDISE, INDONESIAN CD MUSIC )

MARKETING

MARKETING

• Website / E-mail marketing
• Social media ; Facebook, Twittter, Instagram
• Print
• Indonesian community channel

the rijsttafel