The Circle of Michiu — Program Summary

Quick Reference Document README

What Is The Circle?

The Circle of Michiu is a loyalty and recognition program designed to transform first-time guests into lifelong advocates by making them feel recognized, remembered, and rewarded.

Tagline: "Recognized. Remembered. Rewarded."

Program Structure at a Glance

Dual Currency System

Circle Credits (Lifetime Currency)

• €1 spent = 10 Circle Credits
• Never expire, never reset
• Redeemable for dining experiences
• 1,000 Credits = €8 value

Status Points (Annual Currency)

• €1 spent = 1 Status Point
• Resets January 1 each year
• Determines current tier benefits
• Non-redeemable (status only)

Three Membership Tiers

Member (Entry Level)

Gates: 0 Credits, 0 Status Points
Profile: Discovery phase guests
Key Benefits:

• Welcome email with brand story
• Birthday dessert
• Dashboard access
• Handwritten thank-you after 3rd visit

Recognized (Regular Guest)

Gates: 10,000 Lifetime Credits + 1,000 Annual Status Points
Profile: Loyal regulars (8-10 visits/year)
Key Benefits:

• Priority reservations
• "Welcome back, [Name]" greeting
• Quarterly sake tastings
• New menu previews
• Remembered preferences
• Spontaneous chef surprises

Economic Value: €95 average check

Honored (VIP)

Gates: 50,000 Lifetime Credits + 3,000 Annual Status Points
Profile: Top-tier loyalists (25-30+ visits/year)
Key Benefits:

• Golden Chopsticks (physical token)
• Chef's Table priority access
• Name on Circle Wall
• Private dining room (1x/year complimentary)
• Guaranteed reservations (even when full)
• Direct contact line (bypass normal booking)
• Hidden menu access
• Personalized printed menus
• Annual renewal ceremony

Economic Value: €120+ average check

Earning Accelerators

Status Point Multipliers

Referrals

• Bring a new guest: +150 Status Points + €15 Credits (for referrer)
• New guest also receives welcome bonus

Heritage Evenings

• Monthly themed events (Sake Night, Chef's Table, Cantonese Heritage)
• 1.5x Status Point multiplier
• Exclusive access for Circle members

How to Earn Each Tier

Becoming "Recognized" (From New Guest)

Requirement: 10,000 Credits + 1,000 Status Points

Scenario 1: Regular Diner

• €95 average check, 10-12 visits
• Timeline: ~3-4 months
• Total spend: ~€1,000

Scenario 2: High-Spender

• €150 average check, 7 visits
• Timeline: ~2-3 months
• Total spend: ~€1,050

Becoming "Honored" (From Recognized)

Requirement: 50,000 Credits + 3,000 Status Points

Scenario 1: Dedicated Regular

• €110 average check, 28 visits/year
• Timeline: ~7 months in year 1 (for Status)
• Lifetime timeline: ~5 years (for 50K Credits)

Scenario 2: VIP Frequent Guest

• €140 average check, 22 visits/year
• Timeline: ~6 months in year 1 (for Status)
• Lifetime timeline: ~4 years (for 50K Credits)

Redemption Rules

Circle Credits (Only)

• Redemption Rate: 1,000 Credits = €8 value
• Minimum Redemption: 2,500 Credits (€20 value)
• Maximum Redemption: 50% of bill
• Excluded Items:
  • Omakase experiences
  • Chef's Table bookings
  • Gift cards
  • Private events
• Bonus Windows: January-February = +25% redemption value

Status Points

• Cannot be redeemed
• Used for tier qualification only
• Create aspiration and competition

Annual Reset System

What Resets (January 1)

• ✅ Status Points → back to 0
• ✅ Tier status (must requalify)

What NEVER Resets

• ❌ Circle Credits (permanent)
• ❌ Lifetime purchase history
• ❌ Preferences and guest data

Communication

• November 1: "Your 2026 Status" email
• December 15: Final reminder + current standing
• December 20-31: Bonus Status Point weeks (encourage end-of-year visits)
• January 5: "Welcome to 2027" email with fresh goals

Key Program Principles

1. Recognition > Rewards

Status Builders want to be seen and remembered, not given discounts. Every benefit emphasizes personal attention over monetary value.

2. Experiences > Transactions

Connoisseurs value craft and access, not rebates. Benefits focus on exclusive tastings, chef interactions, and insider knowledge.

3. Emotional Resonance > Point Math

The program creates feelings (welcomed, valued, impressed), not just calculated value. Unreasonable hospitality moments are unannounced and unquantified.

4. Lifetime Security + Annual Competition

• Credits = "My loyalty is recognized forever"
• Status = "I'm motivated to stay engaged this year"

5. Tier Scarcity Protects Prestige

• Max 150 Honored guests annually
• Annual reset ensures only truly active VIPs maintain status
• Exclusivity is real, not manufactured

Program Economics

Investment

• Year 1 Setup: €12,500
• Annual Ongoing: €219,400
• Total Year 1: €231,900

Returns

• Year 1 Revenue Increase: +€240,000
• Year 2 Revenue Increase: +€420,000
• Year 1 Net Gain: €8,100
• Year 2+ Net Gain: €200,000+

Customer Lifetime Value Impact

• Casual Guest: €840 LTV
• Member: €1,584 LTV (+89%)
• Recognized: €3,360 LTV (+300%)
• Honored: €6,480 LTV (+672%)

Converting 100 casual guests to Recognized = €252,000 incremental LTV

Success Metrics (Year 1 Targets)

Implementation Timeline

Phase 1: Foundation (Weeks 1-3)

• CRM configuration
• Staff training (4 modules)
• Content creation
• Technical setup

Phase 2: Soft Launch (Weeks 4-6)

• VIP pilot (100 guests)
• Feedback collection
• System refinement

Phase 3: Public Launch (Week 7+)

• Full rollout
• Enrollment acceleration
• First Heritage Evening

Phase 4: Optimization (Months 4-6)

• Performance analysis
• Benefit scaling
• Circle Wall unveiling

Critical Success Factors

✅ Staff Buy-In: Team must genuinely believe in and execute recognition
✅ CRM Accuracy: Guest data must be perfect and accessible
✅ Consistency: Every promised benefit delivered, every time
✅ Emotional Authenticity: Warmth cannot be faked; guests sense it immediately
✅ Technical Reliability: System must work flawlessly or trust is destroyed

One-Sentence Explanation (For Guests)

"The Circle of Michiu is how we recognize and reward the guests who make us part of their lives—through priority access, personal attention, and exclusive experiences that celebrate your loyalty."

One-Sentence Explanation (For Staff)

"This system helps us remember and honor our guests in ways that turn meals into relationships and first-time visitors into lifelong advocates."

Related Documents:

• 01_Strategy/Brand_Alignment
• 02_Operations/Guest_Enrollment_Process
• 04_Staff_Training/Module_01_Philosophy
• 06_Financial/ROI_Projections

Last Updated: February 8, 2026