Le bar a Huitre: strategy of development

Thèmes abordés

Development, Garry Dorr, alcohol

Résumé du document

Our presentation is about export the concept: “le bar à Huitres”, the oyster bar in foreign countries. Garry Dorr took back “le bar à Huitres" in 2010. He chose to make the restaurant go upmarket. And now, he proposes the most beautiful seafood platters of Paris, and an exceptional choice of oyster. It is a work of several months of research on the French coasts for obtains this result. According to the newspaper's Le Monde it is: “the most impressive collective of oysters in the capital”. The Philosophy of the restaurant brand is making an allusion to Haute Couture or high-class fashion. Le bar à Huîtres is a high-class seafood restaurant.

First, the legislation in the United State is heavy and hard. It is necessary to make a lot of administrative procedure to obtain licenses to serve alcohol. And the laws differ from each state. The “on-license" allows selling alcohol only in the restaurant. Another license is needed: " license restaurant " who allows to sell all the alcohol, but you should not exceed 40 % of the turnover with the alcohol. If we exceed this turnover, we need to have a " license tavern ".

It's hard to choose well the license in USA. Sometimes, to obtain license it could be very long (almost one year), and they have to be to renew every year contrary to France every 10 years. We can meet difficulties at this level. To avoid this problem, we need to have someone to help you in USA.

Extraits

[...] We can also target the expatriates and we can easily sell to them. Furthermore, we shall not be afraid of having some competition of a Chinese entrepreneur - For the both: We can also have difficulty to attract customers, if you realize an inaugural night with some local celebrities, we can invite celebrities for free, and this commercial action can attract rich people, and expand its network. We also can have a problem, with the high price, and have enough customers, for this we need to make advertising and promote our concept. [...]

[...] And now, he proposes the most beautiful seafood platters of Paris, and an exceptional choice of oyster. It is a work of several months of research on the French coasts for obtains this result. According to the newspaper's Le Monde it is: most impressive collective of oysters in the capital”. The Philosophy of the restaurant brand is making an allusion to Haute Couture or high-class fashion. Le bar à Huîtres is a high-class seafood restaurant. Today, Garry Dorr pledges to travel to every corner of France to track down the most precious shells of our land. [...]

[...] Los Angeles The new restaurant will be at the crossing of Rodeo Drive and Wilshire Boulevard two of the richest streets in LA. It is the south of Beverly Hills. It is a new opportunity that corresponds totally to the Brand Personality (that is Quality and luxury) of Le bar à huitres The target market will be similar to the one in Paris. The aim is to satisfy people who want only the best in their plate. They want the exceptional. [...]

[...] And the laws differ from each state. The “on-license" allows selling alcohol only in the restaurant. Another license is needed: " license restaurant " who allows to sell all the alcohol, but you should not exceed of the turnover with the alcohol. If we exceed this turnover, we need to have a " license tavern It's hard to choose well the license in USA. Sometimes, to obtain license it could be very long (almost one year), and they have to be to renew every year contrary to France every 10 years. [...]

[...] Without this, Le bar à huitres is just another French Restaurant. Technical inputs The ipad remplacing the menu, is a concept that kind of comes from an Americanized way of life (Living the high-speed life thanks to technology. Always being connected This is part of the american values and it will without doubt be a real success if Le bar à huitres brings this to LA. We need to have a star endorsement, for attracting new rich customers in our restaurant, such as Scarlett Johanson. [...]