Michiu / marketing reference
For the team operating Michiu
Verified intel and operational playbooks across competition, reviews, Circle loyalty, social channels, paid acquisition, and strategy. Each section is a static rendering of source markdown — to edit or add docs, change the file in the repo and redeploy.
Brand
Who Michiu is — guidelines, client profile, target-audience personas, messaging matrix, the team's core copy assets.
Brand guidelines
Voice, tone, type, color, photo direction. The non-negotiables that make every output read as Michiu.
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Client profile — Michiu
Who Michiu is as a business — concept, location, price, positioning, ownership context. Essential context for any new operator.
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Target audience personas
The 3-tier model — Status Builders, Classic Connoisseurs, RAI Corporate Bookers — plus supporting personas.
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Messaging matrix
Per-tier × per-channel messaging. Tells you what to say, where, in what register, for which guest mindset.
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12 core copy assets
The reusable building blocks — hero lines, descriptors, dish call-outs, sign-offs, social hooks. Pull from here before writing from scratch.
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Competition
Verified competitor intel — landscape, positioning, pricing, reply behavior, press coverage, event capacity.
Competitive landscape
27 verified competitors across 7 geographic tiers (Scheldebuurt → Nederland) with metrics from Google, TripAdvisor, TheFork, Michelin, Lekker500.
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Sentiment heatmap
What each peer "owns" verbally — the lanes Michiu can claim that no peer currently dominates.
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Pricing ladder
Exact menu prices across the segment. The €140-160pp white-space and the recommendation for "The Michiu 7".
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Reply behavior benchmark
Median Google reply rate across the peer set is ~0%. Reply quality is a wide-open competitive moat.
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Press & editorial map
Where peers get covered, with what angle. The "Cantonese reframe" pitch and the best target outlet for Michiu.
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Group & event capacity
Tier 3 RAI competitive position. Michiu's 5-7min walk to RAI is the structural advantage; missing /events page is the gap.
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Reviews
The review-reply system in operation — playbook, platform inventory, Google Business Profile integration.
Reply playbook
How to operate the brand-voice reply system. Four behaviors that separate Sazanka-tier from the rest: real-name signatures, 48h response on negatives, language match, specific accountability.
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Finding Michiu reviews across platforms
Where reviews live on each platform, owner-controlled vs aggregator-only, the four orphan Facebook pages, historical names.
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Google Business Profile — setup
Six-step operator guide for the Google API integration: GCP project, API enable, access form, OAuth, auth dance, import.
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Circle
Circle of Michiu — the loyalty program. Philosophy, mechanics, ROI, brand alignment, operational templates.
The Circle of Michiu — program overview
The loyalty program. Philosophy (Guidara, Sutherland, Vaynerchuk, Godin), tier structure, member experience, strategic and emotional goals.
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Program summary
The condensed version — what the program is, how members earn, how tiers move, what gestures look like. Read this before the full overview.
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Bonus & multiplier system
Mechanics behind the program — points, multipliers, tier transitions, gestures, anniversary rewards. The full operational spec.
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Brand alignment
How the Circle reinforces Michiu's brand voice and positioning — what gestures fit, what doesn't, why each rule exists.
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ROI projections
Business case — projected uplift, behavioral assumptions, sensitivity analysis, payback timeline. The numbers behind the program.
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Email templates
Operational copy — welcome, tier transition, anniversary, win-back, gesture confirmations. Drop-in ready, on-brand.
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Synergized loyalty strategy
Long-form strategy doc — how the Circle plays alongside the rest of Michiu marketing (reviews, social, ads, B2B).
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Social media
Channel strategies — Instagram (Tier 1+2), TikTok (Tier 1), Facebook (Tier 2), LinkedIn (Tier 3).
Instagram strategy
Visual brand hub — feed cadence, Reels strategy, Stories rhythm, profile optimization, content pillars.
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TikTok strategy
Discovery-led channel for Tier 1 (Status Builders) — content formats, hooks, posting cadence, sound strategy.
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Facebook strategy
Tier 2 channel (Classic Connoisseurs) — page operations, event posts, group dining promotion, ad targeting.
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LinkedIn strategy
Tier 3 channel (RAI Corporate Bookers) — company page, posting angles for event planners, B2B content cadence.
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Google Ads
Paid acquisition — campaign architecture, audience targeting per tier, bid strategy, creative tests.
Strategy
Cross-cutting moves and biz-dev backlog — where Michiu should be visible, plus the Tier 3 / RAI corporate playbook.
Build
How the engineering side is wired — repos, schema ownership, deploys.