Cakeshop ConsultingIntegrated Marketing, Branding & Business Consulting

About

Cakeshop Consulting is a boutique marketing and business consulting practice based in Beijing, servicing clients in various industries from all over the world. We advise our clients on access and approach to the China market through the intangible strength of their brand. Sometimes we’re a part of that approach as a functional resource in China.

Our strengths come in many forms including our service and skill backgrounds, creative and cultural backgrounds as well as actual time spent on the ground.

We’re here to help as your marketing counsel and business specialists in the Chinese market on a project-by-project basis or on a long-term partnership basis.

What’s with the name?

A cake shop evokes a comfortable and familiar place. With Cakeshop Consulting and the work that we do, we wanted a name that suggests familiarity and choice.

In a cake shop, the end result of type, size, shape and flavor of the cake is dependent on the ingredients, i.e., the inputs. Combine the needs of the customer, resources available, not to forget the overall goals of the project and you’ve got a solution that’s fully customized.

We think of Cakeshop as homemade business consulting.

Our core competencies.

MarketingStrategy

Optimization

Business Development

How can we help?

Campaign Development

Content

Mobile

Branding

Touch Points

PR + Communication

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Marketing Strategy

Social + Digital Media

Sales + Distribution

Values

Alignment

Culture

Skills TrainingService Delivery

Due Diligence

Optimization

How can we help?

How can we help?

Partnerships + Networks

Client Management

Research + Analysis

Sourcing + Procurement

Product, Service +

Experience Design

Project Management

Planning + Forecasting

Budget + Forecasting

Business Development

Where can we help?

Restaurants + Bars

Luxury Hospitality

Retail

~?~Film + Television

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Dining + Imbibing

Concept

Design

Planning

Construction + Fit Out

Licensing

Training

Sourcing

Pre-Opening

Management + Operations

Restaurants + Bars

Opened in September 2012 and originally from Hong Kong, Feast focuses on the philosophy of “simple things done well.” The restaurant covers 700m2 with an open kitchen, a main dining room that seats 182 persons and a private dining room for 12 diners. The bistro is open for breakfast, lunch, afternoon tea, and dinner. The international menu features the freshest seasonal ingredients available.

Our role in the project started from the very early stages of planning and development, interior design, construction, kitchen layout, training, licensing and operations to one year after opening. It was key to ensure these aspects were properly executed as they directly affect the operations of the restaurant, customer experience, and bottom line.

We were able to create a bustling new and popular restaurant in the Jiu Xian Qiao area of Beijing by keeping an eye on the hardware and carefully developing the soft skills amongst the team.

2013 – Outstanding Brunch, The Beijinger2013 – Reader’s Favorite, The Beijinger2013 – Best Brunch, City Weekend2013 – Korean Reader’s Favorite, Morning Beijing

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Janes & Hooch

Janes & Hooch opened in 2012 as an urban saloon that offers an intimate experience over 120m2 and comfortably serves about 100 patrons over two floors. The bar offers classic cocktails as well as signature cocktails, champagne and wines by the glass.

Cakeshop assisted with the development from the beginning: bar concept, brand alignment, interior design, and service experience. J&H offers ongoing training and development of its team and ensures a company culture that promotes high retention and a strong sense of loyalty to the brand. Cakeshop currently provides ongoing operational support for Janes & Hooch.

2013 – Best New Bars and Nightclubs (around the world), Condé Nast Traveler2013 - Best Cocktail Bar, Time Out2013 - Best Bar Merit Award, Time Out 2013 - Best New Bar Merit Award, Time Out

www.janeshooch.com

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Xiān

Xian opened in September 2012 as an expansive 1,300m2 space spread over two floors with a whiskey bar, live performance area, multiple lounge spaces, pizza bar, and outdoor seating. It comfortably holds about 600 people.

We helped successfully actualize Xiān from a simple concept to a venue that would attract patrons from the Jiuxian Qiao neighborhood appropriate for any night of the week. By dividing up the large space into more intimate areas, we were able to create a lounge-like atmosphere with a casual yet attentive service style that can accommodate individuals or groups looking for a quick drink or an revelers celebrating with bottle service.

Awards2013 - Best Hotel Bar Merit Award, Time Out 2013 - Best Hotel Bar Reader Choice, Time Out2013 - Best Specialist Spirit Bar Merit, Time Out2013 - Best Hotel Bar Editors Choice, City Weekend2013 - Outstanding Hotel Bar, The Beijinger www.xian-bar.com

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Sureño

Opened in August 2008, Sureño offers Mediterranean fare and and extensive wine list. The 350m2 space seats 92 diners for lunch or dinner with a 10 person semi-private dining room auspiciously named Table 88.

To create a sophisticated dining experience appropriate for frequent visits, we looked at the design and also considered service sequence, pacing, and styling. Staff development of soft skills and product (menu) knowledge was also key. The eight months of pre-opening included two months of training.

Another element to the restaurant’s success was the menu’s pricing reflected market rates to emphasize Sureño as an independent venue while ensuring profitability. Sureño has become a mainstay in Sanlitun with a mix of foreign and Chinese customers on a nightly basis.

2013 – Best Mediterranean, Time Out CN2012 – Best High-End Italian, The Beijinger2009 – Best Wine Selection, City Weekend2009 – Best New Restaurant of the Year, Time Out2009 – Best Service of the Year, Time Out

www.surenorestaurant.com

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Hospitality

Concept Creation

Experience Design

Service Design

Brand Activation

Marketing Campaigns

Content Creation

Luxury Hospitality

Sales Strategy

Azur

Based in Queenstown, New Zealand, Azur’s luxury villas and lodge cater to high net worth individuals looking for a low key experience surrounded by the picturesque mountains of The Remarkables and Cicil & Walter Peaks.

Cakeshop was brought in to realign the website’s copy with the simplicity of the brand by reworking the language and removing unnecessary extras that had been added over time.

We reduced the bloat by 80% and delivered an informative, informal, and sophisticated feeling to the language for the site include room features, dining options, bespoke services, complimentary amenities, and an introduction to the many activities in Queenstown.

www.azur.co.nz

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Housevibe App

Available for download in Apples iTunes, Housevibe by The Opposite House features the team’s favorite places to eat, shop, explore and experience the culture in Beijing.

The app uses intriguing images that invite the user to explore. With this experience in mind, we helped craft the content from the concept stage to distribution. Targeted social media and and awareness initiatives were created for the app to guests checking into The Opposite House.

Housevibe allows users to stream music from Oppositehouse Volumes 1-5 and organize their itinerary with an interactive day planner. Users can also pinpoint favorite locations in the city on the included map. The app also features jokes and insider tips from the team to add a personal touch to the project.

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Rediscovered

Launched in September 2013, Rediscovered is a luxury membership club offering exclusive access to an eye-opening array of destinations with a collection of curated residences, hand-crafted adventures and tailored personal travel concierge service across the globe.

Cakeshop was brought in to leverage its network throughout Asia and develop luxury products and design experiences for discerning travelers in Sri Lanka, Indonesia, Singapore, Thailand, and Japan.

The result was a unique blend of highly customizable experiences specific to the location with access to local journalists, entrepreneurs, conservationists, and thought leaders in the areas. Traditional services like helicopter transfer, leopard safaris, and spa treatments from qualified partners rounded out the Rediscovered membership packages.

www.re-discovered.com

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The Opposite House

Opened in 2008, The Opposite House is a boutique luxury hotel based in the Sanlitun diplomatic area of Beijing’s Chaoyang District.

We were asked to help create a guest amenity to complete the departure experience. The result is a series of six luggage stickers designed in the Art Deco style of the 1930’s and 1940’s. The distribution of each sticker began in May 2012 and was spaced out over the course of six months with one new sticker each month.

A social media contest held on Sina Weibo, Facebook, and Twitter accompanied the distribution of stickers. Cross-posting by fans of the hotel appeared on Facebook, Instagram, and travel blogs.

Repeat visitors (and quite a number of non-guests) have requested full sets of stickers. Collectors have shared photos of their hard-shell suitcases from all over the world prominently featuring the stylized stickers. The stickers are still considered favorite from the mix of guest departure amenities

www.theoppositehouse.com

www.cakeshopconsulting.comhello@cakeshopconsulting.com

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