Rs restaurant 7 15-updated

R ESTAUR A NT LICENSING PROPOSAL

Presented by

3 Background Why RS / Objective Brand Information / RS Audience / Fit

7 Current Trends Food is the new Music–Chefs are the new Rock Stars Current Trends / Top 5 Drink Trends Music & Food Pairings Food & Alcohol Pairings Micro-distillery / Culinary Cocktails

17 The Restaurant Theme Options / Features Big Music Venue Concept / Micro-distillery Concept Pub Concept/ Airport Concept Potential Branding Options/Menu Concept Zones/Gift Shop Other Potential Features

27 Marketing Print Internet Strategy Cross Promotional Support PR E-mail Marketing Current On-Trend Marketing Possibilities Other Concepts for Consideration Philanthropic Efforts

FEATURES

CONTENTS

3 Background Why RS / Objective Brand Information / RS Audience / Fit

7 Current Trends Food is the new Music–Chefs are the new Rock Stars Current Trends / Top 5 Drink Trends Music & Food Pairings Food & Alcohol Pairings Micro-distillery / Culinary Cocktails

17 The Restaurant Theme Options / Features Big Music Venue Concept / Micro-distillery Concept Pub Concept/ Airport Concept Potential Branding Options/Menu Concept Zones/Gift Shop Other Potential Features

27 Marketing Print Internet Strategy Cross Promotional Support PR E-mail Marketing Current On-Trend Marketing Possibilities Other Concepts for Consideration Philanthropic Efforts

ro l l ingstone.com | Rolling Stone | 2

3 | Rolling Stone | ro l l ingstone.com

Why ?

LICENSING

Leverage Rolling Stone’s iconic reputation as the definitive authority and source of music and pop culture trends.

Allow Rolling Stone’s vast fan base to view the brand as not only a magazine, but as a life style choice, giving them new ways to experience/live the brand.

Available LicenseRolling Stone Restaurants, Bars and Airport LoungesThemeCapture the edgy-yet-elegant spirit of the world’s most iconic music magazine. A truly memorable and engaging experience for the inner rock star in you.


OBJECTIVE: OPPORTUNITY ROCKS...and rolls.

Brand Information


The Beginning• Founded in San Francisco in 1967 by Jann S. Wenner, who remains editor and publisher, and music critic Ralph J. Gleason.Themes• Rolling Stone is devoted to Music, pop culture, politics, and entertainment, circulation, biweekly publication with a circulation of 1.4 million per issue. Published in: US, Europe, Latin America, Middle East, Australia, Africa and AsiaStature• The world’s most famous and revered icons have graced its front cover.

“Rolling Stone is not just about the music, but about the things and attitudes that music embraces.” –Jann S. Wenner, Founder, Rolling Stone Magazine

Demographics

Adults 12.4MMale 7.4M 59%Female 5.0M 41%Age 18-24 3.4M 28%Age 18-34 6.5M 52%College Educated 7.8M 62%Employed 9.1M 73%Median Age 34.2Median HHI $66,674

The Fit

The Audience


Circulation (Top 10 States)

New York California TexasFlorida Pennsylvania IllinoisOhioMassachusetts North Carolina New Jersey

The Rolling Stone audience is in their prime spending years!

Brand Fit, Consumer Fit, Marketing Fit• Today’s customer is looking for a different dining experience one they can feel connected to that echo’s their current sentiments and the Rolling Stone brand and restaurant concept can deliver on those needs.• Rolling Stone Magazine consumers represent an ideal customer profile due to age, house hold income, and brand awareness that can be delivered to the owner(s).• A robust marketing program, both from RS and the owner, will drive consumers to the product.• RS consumers will be driven to try the restaurant due to their love of music, pop-culture, and political preference.

CURRENT TRENDS


Restaurant can capitalize on this concept


• Chefs are the new rock stars, recipes dominate the best sellers lists and reality cooking and baking shows litter the schedules.• Food really is the new rock n roll.• There is a generational shift in culinary awareness underway.• There is strong evidence that sound can influence the way we taste food, often dramatically. As food people and music people continue to find opportunities to work together, it will be interesting to see how one industry can affect the other. Plus, we’re holding out for food that can somehow make music. • Summer Food & Music Festivals • Sound Bites-an evening of music and food pairings where best chefs join forces and create the perfect iconic culinary combinations

Restaurant can capitalize on this concept

As with music, people are affiliating themselves more through their food choices.We eat what we think defines us, which governs our restaurant choice.Parallels between what is happening to the food scene and the music industry are stark • How it is made, where did it come from, were traditional methods used – see food the way it is 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 • Design is fresh and changes from site to site, and it tastes goodCulinary and Menu Trends are In Sync with Rolling Stone Magazine brand DNA • Casual, Healthy, Simple, Nutritional and Healthy, Balanced, Sustainable, Locally SupportedChefs are the new rock stars. • Chefs are starting bands. Musicians are tweeting what they eat. A&R guys are starting food blogs. Band managers are opening restaurants. More food-music genre blending can be found • Ref: at Eater New York, its Sound Bites series pairs “footage of the city’s most badass chefs crafting their signature dishes and pairing it with tunes from up- and-coming musicians.”

Current Trends


TOP 5 Predicted Drink Trends1. On site barrel- aged drinks2. Food-liquor/ cocktail pairings3. Culinary cocktails (e.g. savory, fresh ingredients)

4. Micro-distilled/ artisan liquor5. Locally produced spirits



Music & Food PairingsDifferentiate the restaurant and capitalize on a new trend - rounding out your wordly plates by trying new dishes while listening to musical offerings you might not have otherwise found. Concept can range from preparing the favorite meals of musical artists to actually offering a cultural night/week of music behind the food (ie. Luck o’ the irish meals with Celtic melodies).

*nightly live music


Food & Alcohol PairingsThe RS Restaurant will be a spot on fit to the cocktail pairings movement (going well beyond the traditional food and wine concepts), bringing surprising innovation to a trend that has been exploding. This spike in popularity and visibility is just the beginning of a new frontier in cocktail pairings, as both chefs and mixologists continue to blur the lines between kitchen and bar.

ART OF FOOD AND ALCOHOL PAIRINGS

Micro DistilleryThe craft distillery industry in the US is underingoing explosive growth right now - recording 24 in 200 to over 300 at the beginning of this year. With the philosophy that you control the process of making something that alters consciousness then you control a kind of magic - there is allure in that. Concepts can range from small batch production of quality alcohol to fruit infused alcohol in glass containers



Culinary CocktailsAn absolute top 10 trend - beverages quench the thirst for differentia-tion. Fresh fruit (especially tropical fruit) beverages, natural energy drinks, housemade sodas, cocktails made with candy-like flavored vodkas, micro-distillery liquors that promote drinking locally, and the rise of hard ciders.

*bourbon glazed shrimp

*beer infused rotisserie chicken


RESTAURANT


The Restaurant: Theme Options & FeaturesNot a Hard Rock Copy Cat • Better than Hard Rock • Exceed expectations with location, food, and servicePotential options sizes to consider • Big Music Venue • Micro/Craft Distillery/Pub • Pub • Airport Venue • Sports and Entertainment VenuesOptions to Consider if Music/Entertainment Venue considered • Minimal • DJ • Venue for Live Performances


BIG MUSICVENUECONCEPT

MICRO/CRAFTDISTILLERYPUB CONCEPT



PUBSMALL MUSICCONCEPT


AIRPORT CONCEPT

RESTAURANTFEATURES

Primary Dining AreaSocial Zone Bar Optional music area • DJ • Stage for live performances

Linger Zone A wi-fi friendly area with lounge chairs Gift Shop

Fast Zone Take-out Pick-up area from on-line orders

ZONES


RESTAURANTFEATURES


ZONESGift Shop

Rolling Stone Licensed products • Apparel, tech accessories, souvenirs, • If licensed to sell take out alcohol Wine, Liquor (if micro distillery concept involved)Posters Memorabilia Magazines

Other Potential Features Live Concerts by Local Artists Step and Repeat Photo Ops Headphone Listening Stations with RS music compilations Guitar Hero / Karaoke RS “Best of” list for iTunes Download

Alternate Logo Options

MUSIC, FOOD, & WHISKEY


Restaurant Bar Lounge


Distillery Pub

RESTAURANT BAR LOUNGE





RESTAURANT OF LEGENDS

HOUSE OF LEGENDS LEGENDS BAR & GRILL

LEGENDS EATERY WHERE LEGENDS EAT

LEGENDS SMOKE HOUSE LEGENDS SMOKE HOUSE

MUSIC FOOD WHISKEY






Distillery Pub










MUSIC FOOD WHISKEY






Distillery Pub










MUSIC FOOD WHISKEY






Distillery Pub










MUSIC FOOD WHISKEY






Distillery Pub










MUSIC FOOD WHISKEY






Distillery Pub










MUSIC FOOD WHISKEY


ALTERNATE LOGOOPTIONS


Alternate Logo Options



MENU

A robust marketing program, both from RS and the owner will drive consumers to the restaurant

National Publicity Strategy Company XYZ, widely recognized as one of the nation’s publicity firms, is the RS publicist of record ______ will roll out comprehensive national publicity campaigns for each new restaurant launch targeting print, ad hoc radio, TV and on-line media outlets. Satellite media tours, blog giveaway networks (reaching 4.5MM monthly unique viewers), events, food festivals, and more are all components of their efforts.

Website/E-mail Marketing According to our research, 37% of adults will choose a restaurant by receiving promotions via e-mail. 45% of adults say they are likely to use the internet to choose a restaurant. The numbers continue to grow concerning the internet use or various dining-related activities including viewing the menu, general information, placing dine-in, carry-out or delivery orders, making reservations, and nutritional information.


MARKETING

Print A natural benefit associating with a magazine • Print Ads • Editorial Articles about Food being the new music Articles about chefs - the new rock superstars Subscription trials from Loyalty programs Free publication

Rolling Stone Social Media Used for editorial space but indicative of RS social media popularity Rollingstone.com • 3.7 million unique users 27 million average page views Facebook • 1,010,964 fans and groups • Launched several years ago, Rolling Stone’s Facebook page is updated multiple times a day by RS editors. Twitter • 2,847,952 followers



Current On-trend Marketing Possibilities Online Reservations • Ref – OpenTable.com as has provided services to over 200MM diners Food Blogs • There are some 21,000 food related blogs. Over 40MM people visit the top 25 food- related web sites each month. • Ref – Chow, Chowhound, eGullet, Restaurantgirl, Amateur Gourmet, Tablehopper • A natural extension for the operation Customers Submitting Recipes • Offer this option on the RS Restaurant website, review quarterly and add 2-3 to the menu on a trial basis.


• Winning recipes can be collected and compiled in a cookbook that is distributed to stores and restaurant locations Online Reviews/Print Review • According to the Nat. Rst. Assn, 35% of U.S. adults have used online reviews to research a restaurant they have not visited • Ref – Citysearch.com and Yelp.com – both have about 4MM written reviews and 15MM visitors per month. • Print reviews are still valid as Zagat sells 5.5 MM print guides each year • Couponing • Contests

*frequent visits from food blogers keep RS standards high


Other Concepts For Consideration Loyalty programs Suggested to draw guests in and keep them coming back – Free trial publication for loyal customers Bi-weekly publication release events (provided by owner) Anything as casual as a magazine give-way to a personal appearance of an editor or article celebrity Farmers as Celebrities Salute farmers and artisans in highly detailed menu descriptions – more attention to the supply chain means more attention to food safety, product traceability, and local sourcing Pet-Friendly Patio Capitalize on a current trend as pets have become full-fledged members of the family Food Truck Yes even a RS branded food truck presents a winning culinary option. Bandmates Chef Ryan Hawkins and Matthew Chernus have maintained a top three best food trucks in L.A. for the last three years.


Integrating the Political aspect of Rolling Stone into the Restaurant Concept Charitable Sharing • This effort should become a seed of giving that grows into a core value built upon sharing – both in terms of providing guests with an opportunity to share a memorable dining experience with family and friends as well as encouraging it’s staff members to share their time, talents and treasures to benefit the communities they serve and charitable causes around the world Hunger • Fighting Hunger is a foundation with a dedicated mission of enhancing the wellbeing of its surrounding communities

PHILANTHROPIC

EFFORTS


Integrating the Political aspect of Rolling Stone into the Restaurant Concept Charitable Sharing • This effort should become a seed of giving that grows into a core value built upon sharing – both in terms of providing guests with an opportunity to share a memorable dining experience with family and friends as well as encouraging it’s staff members to share their time, talents and treasures to benefit the communities they serve and charitable causes around the world Hunger • Fighting Hunger is a foundation with a dedicated mission of enhancing the wellbeing of its surrounding communities

• Partner with organizations such as Feeding America, the nation’s leading domestic huger-relief charity that provides relief to children and adults in need – staff and customers would be made award of these efforts and encouraged to participate. • Collect and donate surplus food to local feeding agencies through organizations such as the Harvest Food Donation Program. • Set up programs for daily deliveries Production, Safety, and Distribution of Food • Communicate efforts such as sustainabilty, food sources, healthy choices, nutrition, wellness (gluten-free, food-allergy conscious, organic, and half portion options)

For more information, please contact:

John Meis VP Licensing 1075 Peachtree Street, Ste. 3300, Atlanta, GA 30309 [email protected] | 770-618-8425

Josh Romm VP Licensing 304 Park Avenue South, 5th Floor, New York, NY 10010 [email protected] | 212-774-4526

Today’s customer is looking for a different dining experience. They want a restaurant they can feel connected to that echo’s their current sentiments. The Rolling Stone brand and restaurant concept can deliver on those needs.

Rs restaurant 7 15-updated

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