Note for Nielsen Norman Group

This is an excerpt from a proposal that our agency (Tequila Rapido) wrote to win a potential client, Café de l’Homme, a
restaurant located inside the Musée de l’Homme in Paris.
Our proposal was to work on the website and the social media of the restaurant.

I worked on the conception and definition of all the following elements - the benchmarks, the target audiences and their
customer journeys.

Thank you,
Carrie Tong
Café de
l’homme

octobre 2022
03

Benchmarks
Visit before reserving

Whether it’s for a personal dining

experience or a business lunch, users like
to check the restaurant before they dine.

The Bertrand Group lets its visitors discover

the beautiful and unusual spaces of its
restaurants on its website before deciding
where to book.

https://evenement.groupe-bertrand.com/o
ffres/
An immersive experience
that takes you on a virtual
visit of the restaurant
A video on the home page welcomes the viewer
through the grand entrance of the restaurant,
into the kitchen, their cozy banquettes, and their
other captivating spaces, all in under two
minutes.

Another way to experience the space is via a link

to google maps that takes you on a virtual tour of
the restaurant.

https://beefbar.com/
https://www.lobehold.com/overeasy
A minimalist left menu
bar with easy access to the
restaurant’s Instagram
The menu also allows the viewer to check the
restaurant’s menu.

https://www.sushinakazawa.com/washington-dc
A dedicated events
section
The Beaumarly group of Parisian cafes,
restaurants, and hotels have a dedicated section
on their website for New Year’s eve events. We
can take inspiration from them to create a special
events section for Café de l'Homme.

https://nye.beaumarly.com/
A unique concept that turns
every culinary experience
into a special event
The concept of Resident restaurant is to create a
unique culinary experience at each visit by inviting a
different guest chef every night. We can take
inspiration from Resident to create the Happenings
page.
Also, their press page uses quotes from different
reviews to highlight the unique experience at the
restaurant.

https://www.meetresident.com/press
A social wall with frequent
updates

A social wall with frequent updates keeps visitors

updated with the restaurant’s happenings,
special events, menu updates, and more.

Including user generated content adds a human

element, putting potential visitors at ease.

https://lecoucou.com/
https://www.rockefellercenter.com/weddings/
Presenting the team
behind the scenes
On their home page, Big Mamma shows not only
the dishes and drinks of the restaurant, but also
videos from behind the scenes, showing the
playful, human side of the team behind the food.

This lightheartedness is carried over throughout

the website.

https://bigmammagroup.com/en/accueil
A unique identity that’s
reinforced by a strong
partnership with a museum
It’s important to show a strong partnership with a
neighboring museum while keeping an
independent identity. The website of the Otium
restaurant in Los Angeles highlights the The Broad
contemporary art museum as one of its key partners,
with a link to the museum in the footer of the site.

The restaurant Nerua Guggenheim Bilbao integrates

the Guggenheim museum in its name and social
media but remains world-renowned for their unique
gastronomic experience.

https://otiumla.com/neighborhood/
https://www.neruaguggenheimbilbao.com/fr/
04

Target Audiences
 OUR INITIAL THOUGHTS

B to C Target Audiences
We have identified four priority target audiences, represented by those customers who
are looking for an unforgettable experience.

THE CULTURED THE CONNOISSEUR THE PARIS LOVER THE REGULAR

Fans of history, art, and architecture,
they come to be immersed in
culture. This group is mainly
composed of tourists that are
attracted to the museum and the
history of the restaurant.
Age : 35 - 65
The tastemakers that have a
passion for gastronomy, good
taste, and beautiful spaces. A
combination of tourists and locals,
they are looking for a classy space
to have a unique experience that
they can later share on social
media with their entourage.
Age : 25 - 40
Primarily tourists, this target
audience has a love affair with all
things Parisian and French. The
Eiffel tower is a legendary place
for them, amd the artisanal
details of the restaurant and the
menu are an added bonus for
their social media posts.
Age : 18 - 35
The Parisians who appreciate
beautiful and welcoming spaces,
including those looking for a place
to impress clients.
Age : 35 - 60
Needs: loyalty program, exclusive
events, excellent service

Needs: an ambiance full of history Needs: a gastronomic experience, Needs: Access to a dedicated
from wall to wall. an immersive a unique space, exclusive events photo space, an immersive
Parisian / French experience Parisian / French experience

These four groups are also important targets for Cafe de l’Homme
CORPORATE EVENTS
Companies are often looking for
spaces for their conferences,
seminars, and other events for
their employees and clients. They
need an adaptable space and the
right personnel to organized
different types of events, as well
as clear and responsive
communication. L
Budget : €€€
Touchpoints : Website,
specialized marketplaces
(kactus.com, snapevents.fr),
tradeshows
Besoins : Equipment,
accessibility, discretion, flexibility,
communication, service
OUR INITIAL THOUGHTS
B to B Target Audiences
PRIVATE EVENTS
For those individuals looking for a
space for events such as
marriages, baptisms, and
anniversaries, their priority is to
find an iconic space for the most
unforgettable experience. They
also need flexibility since there
will likely be third parties involved
and sometimes a tight budget.
Budget : € - €€€
Touchpoints : Website,
Instagram, Facebook, event
planners, tradeshows
Besoins : Flexibility, an iconic
space, communication
CREATIVE EVENTS
Some companies and
professionals from the creative
fields often need unique spaces for
events such as fashion shows, art
exhibits, or filming locations. These
clients are looking for a space that
has a story to tell, that is easily
adaptable with the equipment
that may be needed. .
Budget : €€-€€€
Touchpoints : Website, Instagram,
Facebook, agences RP, specialized
marketplaces, event planners and
specialists
Besoins : Equipment, adaptability,
an iconic space
PARTNERS
Event planners or specialists
and suppliers that could bring
potential clients. They are
looking for partnerships with
unique spaces that have
versatile and efficiency teams
to work with.
Budget : N/A
Touchpoints : Website,
Instagram, Facebook, Word of
mouth
Besoins : N/A
 CUSTOMER JOURNEY
Profile : The Cultured

Touchpoints: Tripadvisor, Google Maps, Facebook, Instagram, Tourist Guides

I’m on holiday in Paris for a few
days. I plan a visit to the Musée
de L’Homme. I see on their
website that there is a famous
restaurant in the museum, Café
de l’homme.
I check on TripAdvisor to see
the reviews from other
visitors, and I check their
photos.
Impressed by the reviews During the meal, I admire the
and photos, I reserve a dishes that are handmade by
table for lunch. a French artisan. The waiter
tells me that they are
available for purchase on the
restaurant’s website.
When I get back to the hotel,
I check the restaurant’s
website. I order a set of the
plates for home.
CUSTOMER JOURNEY
Profile : The Connoisseur

Touchpoints: Tripadvisor, Google Maps, Instagram, Magazines

I go on a 2-week trip to France
and a friend tells me to go to
the Café de l'homme for an
unforgettable experience.
I check on Google Maps to read
the reviews of the restaurant.
They seem to have good
reviews, so I reserve a table
from Google Maps.
During my visit, I discover dishes
that I have never tried before,
surprised by the quality and
unique flavors of the dishes. The
ambience makes me feel like a
real Parisian.
Extremely satisfied by the
overall experience, I write five
star reviews for the restaurant
on Google Maps and
TripAdvisor.
 CUSTOMER JOURNEY
Profile : The Paris Lover
Touchpoints: Tripadvisor, Google Maps, Facebook, Instagram, Tourist Guides
I search for a restaurant with a
view on Instagram for my
upcoming trip to Paris. I see a
sponsored post for Café de
l’homme which has a view of
the Eiffel tower.
I click on the sponsored link
and I end up on their
website. I reserve a table for
dinner, and request a table
with a view of the Eiffel
tower.
I check other posts on
Instagram about the Cafe de
l’Homme to see if the
restaurant is any good. I read
positive reviews from several
influencers and I decide to
keep the reservation.
Once I arrive at the We both share our best
restaurant, I have an amazing photos on social media, and
view of the Eiffel tower from rave about our amazing
my table. With my dinner experience at the restaurant.
companion, we take some
superb photos throughout
our dining experience.
 CUSTOMER JOURNEY
Profile : The Regular
Touchpoints: Google Maps, The Fork, FourSquare, Instagram, Magazines
I read an article in a local
magazine about the reopening
of Cafe de l;Homme, a
restaurant that is not far from
where I live. The article is about
a champagne event sponsored
by Veuve Clicquot.
I check reviews online on
Google Maps, and I use The
Fork to reserve a table for the
champagne event.
Once I’m at the restaurant, I
admire the history behind all
the details of the restaurant,
from the decoration to the
food. I’m impressed by the
view of the Eiffel tower and
the excellent service.
Before leaving, I subscribe to
their loyalty program and
their newsletter so I can keep
up-to-date with happenings
and events.
I share my experience with
my friends on social media,
and recommend that they
visit the restaurant.