Kus Pro: Module 3- Communication

This programme has been funded with
support from the European Commission
SESSION 2: THE CLIENTELE
MODULE1
COMMUNICATE ON YOUR CULINARY PROJECT
MODULE 3 - COMMUNICATION
"The support provided by the European Commission for the production of this publication does not constitute an endorsement of its
contents, which reflects the views only of the authors; the Commission cannot be held responsible for any use which may be made of
the information contained therein.

BACKING ENTREPRENEURIAL INITIATIVES IN THE CULINARY SECTOR
3 4
1 2 5
THE PITCH
CONTENTS
CULINARY
COMMUNICATION
The communication strategy
The communication plan
The axes of communication
The identity of my project
The pitch to introduce yourself
The pitch of the idea
The commercial pitch
The partnership pitch
COMMUNICATION
TOOLS
Print communication
Web communication
Social networks
The website
Customer reviews
MY IMAGE AS AN
ENTREPRENEUR
Evaluate my image
Build my image
Staying on standby
Talking about his adventure
EVENT
COMMUNICATION
Create your event
Asking the press

REVEAL YOUR PERSONALITY
What are my strengths and qualities?
What are the personality traits that distinguish me from others?
LIST YOUR ASSETS
What am I good at?
What fascinates me?
MY ENTREPRENEURIAL
IMAGE....
EVALUATE MY IMAGE
With a clear vision of who we are, what we are
worth and what motivates us, we can choose the
right opportunities and the right people. The
ones who are like us, who inspire us, who take
us forward... The first step is to understand what
makes you special.
1
2
3
BUILD ON YOUR VALUES
What are my values?
What do I believe I can contribute to society?
1

1
MY ENTREPRENEURIAL
IMAGE....
BUILD YOUR IMAGE
To enhance your image as an entrepreneur,
your ASSET is YOU!
Make choices that suit you and keep your
personal motivations in mind.
2
3
VALUE YOUR WORK
Use *simple tools to share your journey, your vision of cooking and
reveal your culinary identity.
*See the toolbox to start
STAY ON STANDBY
Your profession evolves and your vision grows with your experiences.
Follow your reputation as a culinary entrepreneur.
*See the toolbox to start
INSPIRE YOURSELF
To find your own strategy, stay inspired.
*See the inspiration checklist
9 tips to stay inspired

1
MY
ENTREPRENEURIAL
IMAGE....
STAY ON STANDBY
Today, you can find valuable information
without asking for it.
Staying on standby to anticipate,
observing what is being said about your
competitors, about you and about your
profession is an excellent way to stay
abreast of new trends. There are
monitoring tools available.
2
3
TO LOOK AFTER YOUR NAME
Google Alerts and Talkwalker Alerts
Mails that tell you what is being said about you.
TO LOOK AFTER YOUR BUSINESS
Online newspapers and papers, the observatory of
culinary trends
All reputable local sources in your region/country
TO WATCH OVER YOUR SECTOR
Mediatoolkit and Netvibes
Dashboards to analyse your online reputation.

1 2 3 4
LINKEDIN
It will allow you to manage
your visibility. It is your
personal space.
MEMO: Google sites, a free tool
(registration required)
A WEBSITE
This is your online
contact base and your
curriculum vitae.
MEMO: Login to Linkedin
BUSINESS
CARD
You should always
carry some with you!
MEMO: Canva, the free
tool to make your cards
THE
PRESENTATION
PITCH
A short presentation that
will suit your contact
person
MEMO: Check out the pitch
section. (registration required)
MY ENTREPRENEURIAL IMAGE.... The toolbox

Entrepreneurship is a human
experience that requires knowing
how to talk about one's background.
Talking about your adventure is to
contribute to the achievement of your
mission and your activity.
Here are the keys to success in this
exercise, which can be difficult.
TALK ABOUT HIS
ADVENTURE .... 1
2
3
WHY?
You have value
You will transmit
You have talent, getting started is good! It's better to let it be
known!
HOW?
Anecdotes, experiences, customer feedback, behind the
scenes, difficulties and successes.
WHEN?
To introduce yourself, to make your opinion known, to
inspire others...

THE METHOD IN 5 STEPS
1- Clearly identify what you want to share, and realise that it
is a truth.
2- Focus on an experience, a skill or a career path as a
whole.
3- Opt for a positive formulation
4- Training and adapting to the context: the presentation pitch
TALK ABOUT HIS ADVENTURE ....
Storytelling

1
This programme has been funded with support from the European
Commission. The author is solely responsible for this publication
(communication) and the Commission accepts no responsibility for any use
that may be made of the information contained therein.
2
3
4
The partnership pitch
The commercial pitch
LE PITCH ....
Presenting your project is an
essential step for its success. The
pitch is the mini-speech that will
enable you to convince your contact
person.
This is how you will have contacts
and opportunities to make your
business known and grow.
The pitch of the idea
The pitch to introduce yourself

It summarises the essential elements of your
project in a few words.
The content of a pitch is adapted to the phase of
the project: pitching your idea, pitching your
presentation, pitching your commercial activity.
You must always be ready to pit anytime. At any
time, you may have an opportunity to talk about
your project.
LE PITCH ....
The essential points
It must be convincing and easy to
remember.
It is an effective and striking
presentation of a project to
convince in a short time.
1
2
3
Example of pitch

Objectives
1- The catchphrase: Make the interlocutor understand what it's all
about.
2- The birth of the idea: Explain how you came up with the idea.
3- Your convictions: Explain why your idea should work.
4- The solution: Explain the problem it solves or the pleasure it brings
to your future customers. Specify who your customers will be
5-Adaptation: the relationship between you and this idea. The
meaning you give to this project.
6- The opening: Then indicate what you need to go further.
1- THE PITCH OF THE IDEA
• Present my idea
• Indicate what I need to turn it
into a project.
Contact persons
• Support structure for
creation
• Other project leaders
• Close

1- The catchphrase: Make the interlocutor understand what it's all about.
2- The need: Explain why your project is viable and who the customers are.
3- Meaning: Express the link between you and this project. Say a few words
about yourself and then mention the key points that motivated you. Explain the
meaning you give to this project.
4- The value of the offer: Explain what makes your project different from
others.
5- the advantage: What are your advantages as an entrepreneur compared
to others?
6- Partners: Name the partners and suppliers you will be working with.
7- The projection: Indicate how you expect to earn money (income flows, not
amounts).
8- Openness: Indicate where you are and what you still have to do to succeed.
2-THE COMMERCIAL PITCH
• Proving the viability of your
project
• Indicate what you need to
succeed.
• Prospects
• Suppliers,
• Banks,
• territorial representatives
• …
Objectives
Contact persons

1- The catchphrase: Make the interlocutor understand what it's all
about.
3- The vision: Express the link between you and this project. Say a
few words about yourself and then talk about the key points that led
you to create this activity.
4- The offer: Explain what you are proposing its differences and to
whom your offer is addressed.
5- Objectives: Briefly explain how you plan your activity in the short
and medium term.
6- Partners: Explain how you will manufacture, sell and
communicate.
7- Financial projection: Indicate your realistic financial objectives.
8- Openness: Explain what you want as a partnership (strategic,
commercial, sponsoring, financing...).
3-THE PARTNERSHIP PITCH
• Present your project
• Entering into a partnership
• partners
• Local press
• Territorial economic actors
• Local authorities
• …
Objectives
Contact persons

UPSTREAM
• Assess the target audience of your presentation
Your contact person is not necessarily your target.
• Assess the opportunity for the listener
You present yourself from an angle that makes more sense to your contact
person)
• What's in it for you?
The opportunity it can create for you)
• Where are you going to pit?
(Tel, e-mail, in the field, on social networks ...).
BUILD THE PITCH TO PRESENT YOURSELF
1- Value: What will you bring to your contact person?
2- The offer: Explain what you are proposing, the link between you and the
offer.
3- The promise: Briefly explain the benefits of your project.
4- Opening: Present where you are (a reference for customers, suppliers,
partners, event) then let the contact person ask questions.
4-THE PITCH TO INTRODUCE
YOURSELF
• Let people know that
you are a business
creator
• Talking about your
project
• Differentiate yourself by
enhancing your image
Anyone, anytime.
Objectives
Contact persons

A short format, whatever the phase of your
project. Learn the hanging phase by heart.
Be specific. Give quantitative information when you
can.
Ex : After 6 months, we will make a commercial balance sheet, the
forecast is xxx and we will adjust XX".
Provide business cards or other communication
tools as you deem necessary.
LE PITCH ....
You must always be ready to pit
anytime. Every presentation is an
opportunity to talk about your project.
Please note that whatever the pitch, it
should not be centred on you alone.
1
2
3

1
2
3
4
To make known
Examples: announcing the opening of my company, announcing my
card, my menu...
To make people love
Examples: Presenting your culinary specialities in photos, sharing your
recipes...
Conferring a positive image
Examples: Talking about my career path, enhancing my image as an
entrepreneur, sharing my values...
Taking action
Examples : Inform about local products, propose events, propose a
seasonal menu...
CULINARY
COMMUNICATION
....
The success of your project also lies in
the image you will convey. Culinary
communication is based on four main
objectives. Each of your
communication actions responds to
them.
3

The communication strategy is
based on a set of areas of
action designed to develop
your business.
This simplified approach will
allow you to take the first step
in your strategy.
1
ENVIRONMENTAL ANALYSIS
What are the elements that threaten my business?
What are the opportunities in my market?
2
COMPANY ANALYSIS
What are the advantages of my project?
What are the areas for improvement in my project?
3
THE SCENARIOS
What should be done according to opportunities and threats? What
can I do to capitalise on my strengths?
What can I do to reduce my weaknesses?
COMMUNICATION
STRATEGY....
COMMUNICATION STRATEGY
The scoreboard of my
communication strategy

The
product/consumer
3 4
1 2
The cost/time Promotion/commu
nication
Dissemination
COMMUNICATION STRATEGY
• What is your kitchen
type?
• What rhythm for my
menus?
• The cost of
communication for the
company
• The time allocated to
communication
• The media: press, radio,
television, internet, billboards,
etc...;
• Frequency: continuous, event-
driven...
• Web: social networks,
website, blog...
• Print : Business cards,
menus, stop-stops,
flyers...
Step by step...
The dashboard

1
RESOURCES
It is all the material, immaterial, intangible and tangible means at your
disposal to undertake your communication actions.
Examples: Computer, smartphone, wifi, budget, knowledge ...
2
THE COMPETENCES
This is the set of capacities that you can mobilise to implement your
communication actions.
Examples: Publishing on social networks, taking photos, writing...
3
STRATEGIC CAPABILITIES
It's the set of resources and skills you need to survive and prosper.
Examples: A training course, an external resource...
THE INTERNAL
ANALYSIS....
You have established your
communication strategy (see
scoreboard). You need an action
plan called a communication
plan. Where do you start to
implement it?
Here, it is important to make an
inventory of your communication
resources. An assessment to
identify your resources.

1 2 3 4
THE COMMUNICATION PLAN....
• Who are the targets?
• How can my strengths
contribute to my image?
• Which communication tools
best promote my activity to
my targets?
• What are my constraints?
Analysing the context Projecting
yourself
Define your plans Tips
• What should be done
about the threats?
• How can I seize the
opportunities?
• How can I play on my
company's strengths,
weaknesses and values?
• How can I communicate?
• What are my objectives in
communicating?
• What is my budget?
• Which actors can help me?
• How can I evaluate my
actions?
• Remaining consistent
• Prioritising my actions
• Moving at my own pace
• Arbitrate according to my
resources
the communication plan to be
completed
The checklist

In order to make your cuisine
known and appreciated, it is
necessary to carry out
communication actions to build your
culinary identity
3 axes of communication are to be
differentiated.
1
REPUTATION
It is the image conveyed and/or suffered by a company. It is
composed of image and notoriety.
2
THE IMAGE
It is the public's representation of a company. It mixes objective
criteria (price, quality of your kitchen) and subjective criteria
(reputation, advertising, received ideas, sharing of experiences,
customer opinions).
3
THE NOTARY
Refers to what customers say about your kitchen, your
business.
THE AXES OF THE
COMMUNICATION....

MY CULINARY IDENTITY TO SELL BETTER
Kitchen
Parcours
Values
Creativity
Budget
MY CULINARY
IDENTITY
"Your kitchen as a communication tool and a sign of trust".
Exercise defining
my culinary identity

1 2 3 4
The name of
your
business
There are no rules.
The right name is the obvious
one.
It must be memorable,
meaningful, singular and free
of rights.
The map/menu Packaging
THE IDENTITY OF MY PROJECT ....
This is your graphic sign. It
is not mandatory for a
culinary activity. A good
logo is legible, unique and
adaptable.
The logo
It is a commercial asset. If you
personalise the names of your
dishes (naming) it can make a
difference. A good menu is short
and enticing, it must be legible
when it is laid out.
It will help to enhance the
value of your brand. It is a
relational tool. It will play a
key role in your reputation
and in your communication
actions.

COMMUNICATION MATERIALS....
Although customer satisfaction* remains the best communication medium,
there are many other media specific to catering. See you shortly
afterwards for an update on the essential media.
• Sign/Showcase
• Map/Menu
• Business Card
• Flyers
• Website/Blog
• Social networks
• Dossiers and press release
• Specialist guides
• Reservation platform
• Place mat
• Packaging
• Pavement stop
• Mobile application
• Posters
• Tags....
COMMUNICATION
TOOLS ....
Crisis communication
* See glossary
4

1
2
3
COMMUNICATION
PRINT....
Print communication tools remain
the foundation of effective
communication.
They are relational means that
will enable you to stand out from
the competition.
Here are 3 essential tools to get
you started.
The business card
A business card contains the essential information of your restaurant/bar
such as logo, address, phone number, website, specialities...
The flyer
If you offer take-away sales or home delivery, this is an essential tool.
Examples :Decline your menu in the form of flyers by adding essential
information from the business card.
The sign
The front of your establishment is an element that strongly influences
the decision whether or not to enter your restaurant.
Example: In the case of a food truck, you will have to focus on the
attractive decoration of the vehicle.
The print food trend

1
2
3
WEB
COMMUNICATION
....
Web communication tools are favoured
by entrepreneurs. They are accessible
via the internet and many offer a free
version. In order to stand out from the
competition, the choice of these tools
is made in relation to the target
audience.
Here are 3 web tools to get you
started.
Social networks
Social networks are an effective way to create an active community that
will follow you and share your publications.
The website
A business card contains the essential information of your restaurant/bar
such as logo, address, phone number, website, specialities...
Customer reviews
Word of mouth is now amplified by the power of the Internet. In addition
to your media and arguments, there are also opinions published on the
web. They influence the purchasing decisions of your future customers.

COMBINE THE TWO
The perfect combination is to use both methods to hit as
many targets as possible.
PRINT VS
WEB....
Your choice of communication media
will have an impact on the buying
behaviour of your customers. There are
many advantages associated with these
media.
1
2
3
PRINT COMMUNICATION
This is all the printed materials
Advantages: Strong image, hand-delivery possible .
Examples: business cards, flyers...
WEB COMMUNICATION
This is the whole range of dematerialised media
Advantages: Targeting, interactions...
Examples: Website, social networks, statistical monitoring, news, etc.

1-THE WEBSITE ....
Creating your own website is not compulsory but it is advisable
to do so for :
- Making people want to
- Building customer loyalty
- Update your news
You will find solutions that will allow you to make your site
yourself. If not, you can entrust this task to a service provider*. If
you don't want to invest in a website right away, you can opt for
social networks.
Website editors
* See glossary

2-THE SOCIAL NETWORKS....
The "social media" platforms are openings on the diversity of
food and the world's culinary wealth. Eating habits are changing.
The relationship to food is changing. Food expresses itself with
its own language.
• Customer reviews, photo sharing, hastags*, stories*, articles
...
So much content that will have an impact on your project.
Some indications on the main social networks.
* See glossary

SOCIAL NETWORKS
Social networks
Federate a
community
Promote a
culinary
identity
Monitoring,
canvassing,
recruiting
Take part,
keep an eye
on information
Create a video
channel

DID YOU KNOW....
THE LATEST SOCIALFOOD PRACTICES
Food haul
The internet user is filmed unpacking the groceries he has just done
at the market. He shows each product and comments on his purchases.
The mok-bang
This practice comes from South Korea. The Internet user films himself
in real time eating large quantities. The people watching the video can
even give money .
Trashcooking
A major trend of the year, the principle is to show through videos or
photos how waste is reused. This type of kitchen is part of the flagship
approach of the anti-gaspi moment.

3-THE CUSTOMER REVIEWS....
Giving customers a voice is an essential step in any good
marketing strategy. Positive feedback plays a key role in the
purchasing process*, but the importance of negative feedback
should not be overlooked. Even if they discourage the act of
buying, they also give more credibility to positive reviews.
What to do with these customer reviews, how to make the most
of them for your restaurant?
* See glossary

RATING AND CUSTOMER OPINION
PLATFORMS

• The press
• Advertising
• Personal media (See the section on enhancing your image as an
entrepreneur)
• Newspapers
• The radio
• The magazine press
• The display
• Television
• Blogs and e-magazines
• The regional press (paying)
• Sponsorship
• Sponsorship
• Co-creation
• Emailing
• Collaborations...
4-THE OTHER TOOLS....
Communication wants to influence the knowledge, attitude and/or
behaviour of the target audience. Other tools than those presented
exist:

You have the keys to identify and
choose the communication tools
that suit your target and your
concept. They are the levers for
convincing your target audience.
Combining print and web
communication tools is the best
option.
IN SUMMARY....
1
2
3
TO HIT A WIDER TARGET
Example: Presenting your new menu on a map and in stories
TO EXPERIENCE A DOUBLE IMPACT WITH
SOCIAL NETWORKS
Example: A flyer and sharing on social networks
FOR COMPLEMENTARITY
The print communication can be stored. It is easily stored. Digital
communication is more viral and faster. The web allows you to
analyse user behaviour.
CHOOSE YOUR
COMMUNICATION TOOLS
5 ideas for getting your mouth on social
networks

1
2
3
4
Conference
A gathering around a central theme for a targeted audience
(e.g. journalists, prospects, business community, etc.).
Examples: announcing the opening of my company, announcing my menu...
Cooking show
A succession of culinary demonstrations in several locations.
Examples: Announce your card, present your know-how
Trade fair
Event bringing together professionals from the same
economic sector in the same place and with the same
theme. The final objective is to develop your activity.
Launch evening
Organising a launch party is an opportunity to share a moment with
all your customers, prospects, suppliers or partners while conveying
a positive image of your company.
Examples: to announce the opening of your food concept.
Depending on what you have
previously established and especially
according to your target group, several
communication supports are possible.
Event communication aims to promote
your food concept. Events can take
different forms.
EVENT
COMMUNICATION
....
5
5 event ideas to launch your activity

1
2
3
CREATE AN EVENT
....
RECEIPT
For your event to be successful, it must be
a long-term event.
Preparation and promotion prior to the
event, communication at time T, then the
extension of the event.
How to add value to an event?
STEP 2: DURING
While the event is taking place, be vigilant!
• Take pictures
• Use and invite your guests to use a hastag on social networks.
STEP 1: UPSTREAM
• Communicate with your audience. Talk to your customers, your
suppliers, your partners...
• Mention your participation in the signature of your emails.
• Share information on the social media you have chosen.
• Specify the date of the event on your website.
STEP 3: DOWNSTREAM
• Share images/videos of the event on social media.
• Thank those who came
• Share your opinion, What did you like about the event?
• Contact the contacts met during this evening.

1
2
3
REQUEST THE
PRESS....
Among the many networks that exist
on the web, it is difficult to find one's
way around and to know which
channel to choose in order to contact
the press.
STEP 2: Take care of your introduction
• Contact your contact person on the platform of your choice
• Contact the journalist in your own name rather than via a company
profile.
STEP 1: Check the clarity of your digital identity
• Build a clear personal image to be identified
• Take care of your biography
STEP 3 : Avoid the "mass-contact" effect
• the key is personalisation
• Interested in the person you are talking to before starting the conversation?
• Limit your contact with exclusive content to be delivered

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