DID - Dine in the Dark (Conceptual Overview)

a business opportunity

International relationsGlobal politics

World trade organizationSecurity think tanks

Global healthUnited nations development programme

Rural developmentAccess to energy

CondomsToys

Branding Innovatio

n Social impact

Market opportunity

CONCEPT OVERVIEW

Dine in the dark restaurant …

... a unique culinary experience

... heightens taste and non-visual senses

... raising awareness for the visually impaired

BENEFITS

Financial

… profit making

… low investment costs

… proven success

… key-in-hand concept

Social

… employs the visually impaired

… trains the visually impaired

… raises awareness

… mainstreams a quality SE model

EXISTING LOCATIONS

Bangkok

… At the Sheraton Grande Sukhumvit since 2014 (A Luxury Collection - Starwood)

… Partnership agreement

… First opened in 2012 at the Ascott Bangkok Sathorn

Phnom Penh

… On the upper floor of an stand-alone venue in the city center

… 100% owned by DID – Dine in the Dark

… Opened in 2013

DID – Dine in the Dark has quickly become the Asian leader of dark restaurants

OUR STANCE

One approach to social enterprises

... oriented towards modern lifestyle

… sophisticated image and trendy image

... high media exposure and word-of-mouth

... higher price level

… business oriented and focused on awareness raising

OUR STANCE

quality of service+

no direct emphasis on the social components

BACKGROUND

Restaurants in the dark: a highly successful concept

Started in 1999

Switzerland... “Blinde Kuh” Zürich, Basel

Germany... “Nocti Vagus”... “Unsicht Bar”

Berlin, Köln, Düsseldorf

France... “Dans le Noir?”

Paris

London... “Dans le Noir?”

London

USA... “Opaque”: California

Canada... “O.Noir”: Montreal

Spain... “Dans le Noir?“

Barcelona

BACKGROUND

Bangkok

“Dans Le Noir?„ Paris, London, Warsaw, Madrid, New York

Opened in early 2012… most successful restaurant of the

year … up to 70 people per night

… often fully booked

Competitor… lasted for 2 months

SPACE DISTRIBUTION Two areas

Trendy and visually unique lounge bar

Separate dining areain complete darkness

PROCESS

. lounge area

.. selection of four set menus… locker… . introduction to the blind waiter… .. leading to the seats in the dark dining area… … introduction to the surroundings… … . serving of 3-4 courses… … .. additional drinks… … … leading out and additional show… … … . payment

MENU

4 surprise menus … Thai cuisine … International cuisine … Vegetarian … Discovery menu

Selection of wine, surprise cocktails, beer and soft drinks

Excellent quality Change of menu

… every 2 months

LOUNGE AREA

FEATURES – DINING AREA

Pitch dark

Scents diffusion

Background and live music

Interactive objects playing with senses

PRICING

IN BANGKOK

Four course menu:… not including drinks: THB

1,450++

Average total dining revenue per person:

… THB 2,000

Drinks can be ordered in the lobby and inside the dining area

SOCIAL COMPONENTS

Cabbages & Condoms Restaurant, Bangkok

Social enterprise:

increasingly popular… worldwide… Asia

strong media attention

THE MARKET

Increasing demand for higher level gastro restaurants

Three strategies to make profits:… outstanding food… trendy and hip place… novelty in form or content

… certain concepts can be more cost-efficient

… creates a buzz / attracts customers’ attention

… low risks if proven concept and team

THE MARKET

Innovative + hip + quality culinary experience

…no direct competitors

TARGET CUSTOMERS

… middle and upper-middle class locals

(25 to 45 years old)

… long-term expatriates of all origins with disposable income

(20 to 65 years old)

… tourists seeking an original experience

(20 to 65 years old)

Sustained demand:… word of mouth process… renewed menu offers… special events… a must-do attraction

Successful concept internationally

All gains to the first mover

Strong yet untapped markets in Asia

Among the world’s best ranked brands of dark restaurants

GROWTH POTENTIAL

Barriers for high profit margin restaurants:… high initial investment for interior decoration solution: cost-efficient pitch darkness… high running costs

solution: use of unused spaces and staff/kitchen-sharing … slow start to make the restaurant popular solution: originality of the concept and word-of-mouth

buzz

Required set of skills for a dark restaurant:… recruitment and training of visually impaired waiters… operation and management of a restaurant in the dark… experience in launching and developing an innovative concept… dual business and social mindset… dedication to a high quality customer experience… strong and established brands

solution: our team

BARRIERS TO ENTRY

BRANDING

… strong… distinct… trendy and cutting-edge… classy… plays with all senses… underlining discrete social component

where are we now?

The venue in Bangkok at the Sheraton Grande Sukhumvit

The must-do attraction in Bangkok

Atmospheres and events

High international exposure

… High media coverage… Marketed internationally… Visitors from all around the

world… Marketing support from the

TAT… Academic attention

a vision…Asian leader of dark dining restaurants by

2015…world leader of dark dining restaurants by

2020…consolidate a strong and committed team…progressively develop a rigorous franchise

system…significantly increase the social impact

Comparative advantageBe social / be business

No "charitywash" / "blindwash"Branding Innovation

Quality of servicesImportance of a team

be socialbe win-winbe trendy

be successful

a business opportunity