status: draft (bridge-period framing applied — see Bridge-Brand-Strategy in vault) created: 2026-05-06 updated: 2026-05-06 depends_on: copy-assets, messaging-matrix, brand-guidelines, client-profile, bridge-brand-strategy needs_validation:

Confirm price-tier band — €90–120pp (current draft) vs €85–110pp / €85–120pp depending on actual avg-check
Owner sign-off on the bridge-period EN + NL short descriptions
Phone verified — +31 20 671 9221 (cross-checked against michiu-website repo)
Email verified — info@michiu.nl
Add 6 mo. of "regular hours apply" confirmations on NL public holidays
Confirm hero-dish 8c (Cantonese sharing) — actual menu name + price
Confirm hero-dish 8a (45-day Wagyu) price
Confirm hero-dish 8b (sashimi selection) price + whether per-piece, omakase, or moriawase
Verify accessibility attributes against the actual building
Owner-side check: avg current bill matches the named price-tier band related_runbook: google-business-profile-setup.md related_strategy: Bridge-Brand-Strategy.md (vault — _M-Brand Strategy/)

Google Business Profile — content fill-in kit

Sister doc to google-business-profile-setup.md. That doc covers the technical API integration for review imports. This doc covers the content that lives on the public profile — every field, drafted in brand voice from the messaging matrix and 12 core copy assets.

Audience: whoever claims/optimises the profile in Google Business Profile Manager.

Status of the listing

Michiu already has a Google Business Profile (4.3 ★ / ~396 reviews, verified owner csprkrn@gmail.com). The work is claim + optimise, not create-from-scratch.

If a fresh listing ever needs to be created, flag two extra concerns the checklist below doesn't cover:

Verification (postcard / video) takes 5–14 days
NAP (Name / Address / Phone) consistency across TripAdvisor + TheFork + Foursquare must be re-checked, otherwise Google flags duplicate listings

1. Basics — the non-negotiable facts

Field	Value
Business name	`Restaurant Michiu` (exactly this — no "Lounge" or "BV" suffix; suffixes trigger keyword-stuffing suspension)
Address	Maasstraat 102, 1078 HD Amsterdam, Netherlands
Primary category	`Asian Restaurant` (broad enough to cover both cuisines)
Additional categories (max 9; recommend ~5)	`Cantonese Restaurant` · `Japanese Restaurant` · `Sushi Restaurant` · `Restaurant` · `Fine Dining Restaurant` ⚠️ (see note)
Phone	`+31 20 671 9221` (verified against `michiu-website` repo — `src/lib/seo.ts` + `Footer.astro` + `visit.astro` + `privacy.astro` + `terms.astro`. When the website changes, update GBP + TheFork + TripAdvisor in the same session — drift is the #1 trigger for "duplicate listing" suspension.)
Email	`info@michiu.nl` (verified same source. GBP doesn't expose a public email by default; only relevant for the contact-method service description in Section 9.)
Website	`https://www.michiu.nl`
Reserve with Google	activate via the Zenchef integration once Zenchef is live (see `guest-intel` lane)

Source of truth for contact + hours: www.michiu.nl. Whenever those change on the website, update GBP + TheFork + TripAdvisor in the same session. Drift between platforms is the #1 trigger for Google's "duplicate listing" suspension.

⚠️ Note on "Fine Dining Restaurant" category: It is an official GBP category and matches the €65–120pp band, but the phrase "fine dining" sits on Michiu's internal banned vocabulary for guest-facing copy. The category is a Google classifier (not visible copy), so semantically OK. If strict brand-purity is preferred: omit it.

2. Hours

Michiu is open every day of the year (no annual closures). Enter as regular hours on GBP:

Day	Hours
Monday	12:00 – 22:30
Tuesday	12:00 – 22:30
Wednesday	12:00 – 22:30
Thursday	12:00 – 22:30
Friday	12:00 – 22:30
Saturday	16:00 – 22:30
Sunday	16:00 – 22:30

These should match www.michiu.nl exactly. If the website ever drifts, the website is the source of truth — re-sync GBP from there.

Special hours

Because Michiu doesn't close on holidays, the trap is the opposite of the usual one: Google still surfaces "Hours may differ" warnings on holidays unless special hours are explicitly confirmed. For at least 6 months ahead, add each Dutch public holiday in GBP and enter the regular hours for that day (i.e. confirm-don't-close).

Holidays that need explicit confirmation in NL: King's Day (27 Apr), Ascension Day, Whit Monday, Christmas Day, Boxing Day, New Year's Day. (Liberation Day 5 May only every 5 years.)

Kitchen vs room hours

If the kitchen closes earlier than the room (e.g. last orders 21:30 with the room open until 22:30), use More hours → Kitchen on GBP separately.

3. Short description / "From the business" (750 chars max)

This is the only guest-facing prose field on the profile. Bridge-period framing applies (see [[Bridge-Brand-Strategy]] in the vault) — claim only what's earned today: the sashimi/nigiri quality the reviews already praise, the 45-day Wagyu that's actually on the menu, named price tier so wrong-audience walk-ins are filtered before they walk in. Drops the canonical "we remember you" / "alive room" / "you don't perform for it" framing until reviews show operational consistency on FOH attitude + plate temperature + course pacing

music curation (the four [[Review-Contradiction]] breaches).

Primary (EN)

Michiu is a Cantonese-Japanese restaurant in Amsterdam-Zuid, 400m from RAI. Asian dining without the formal-dining theater — €90–120 per person.

The kitchen leads with what it does best: sashimi cut to order, 45-day Wagyu, Cantonese cooking sourced personally and prepared without compromise. Cantonese and Japanese share the menu — classic dishes alongside the rolls and creative plates Michiu is known for.

Casual room, no dress code. Open every day for dinner. Groups of 6+ welcome — tell us what you're celebrating and we'll shape the table around it.

NL variant (parallel structure)

GBP shows one language only — choose one. The NL version is the right pick if the local Amsterdam/Zuid audience matters more than tourist discovery.

Michiu is een Cantonees-Japans restaurant in Amsterdam-Zuid, 400m van RAI. Aziatisch dineren zonder de formaliteit — €90–120 per persoon.

De keuken leidt met waar ze het beste in zijn: sashimi op het moment gesneden, 45 dagen gerijpte Wagyu, Cantonese gerechten persoonlijk ingekocht en zonder compromis bereid. Cantonees en Japans delen de kaart — klassiekers naast de rolls en creatieve gerechten waar Michiu om bekend staat.

Casual zaal, geen dresscode. Elke dag geopend voor diner. Groepen vanaf 6 personen welkom — vertel ons wat je viert en we vormen de tafel om je avond.

⚠️ Owner-verify before publishing: Is €90–120 per person the correct claim? Sourced from [[Review-Contradiction]] §6; Master Plan separately tracks €85pp current → €100pp Month-6 target. If actual avg-check is closer to €85, switch to €85–110 or €85–120 to stay honest. Picking the wrong band re-opens the "outrageous" pricing-complaint pattern the bridge is designed to close.

4. Attributes — the checkbox set

Selections motivated by the personas in messaging-matrix.md. ☑ = check, ☐ = leave unchecked.

Service options

☑ Dine-in
☑ Takeaway (only if actually offered)
☐ Delivery (off — doesn't fit the brand register)
☐ No-contact delivery

Highlights

☑ Cosy
☑ Romantic (triggers Celebrators)
☐ Trendy (off — banned register for Silent Sophisticates)

Offerings

☑ Vegetarian options
☑ Wine
☑ Cocktails
☑ Spirits
☑ Beer
☑ Coffee
☑ Healthy options
☑ Late-night food (if open after 22:00)

Dining options

☑ Dinner
☑ Dessert
☑ Seating
☑ Reservations required (Tier 3 signal — sets expectations)

Amenities

☑ Bar onsite
☑ Restroom
☑ Wi-Fi (verify)

Atmosphere

☑ Casual (important — counters the "fine dining" category)
☑ Cosy
☐ Upscale (off — clashes with the "no performance" positioning)

Crowd

☑ Groups (Tier 3 + Celebrators)
☑ Tourists
☑ LGBTQ+ friendly (unless owner indicates otherwise)

Planning

☑ Accepts reservations
☑ Good for groups
☑ Good for special occasions (direct Tier 4 — Celebrators)

Payments

☑ Credit cards (Visa, Mastercard, Amex)
☑ Debit cards
☑ Mobile payments (Apple Pay / Google Pay)
☐ Cash only

Children

☑ Good for kids (unless owner explicitly not)
☑ High chair

Accessibility (verify factually)

☑ Wheelchair accessible entrance
☑ Wheelchair accessible restroom
☑ Wheelchair accessible seating

5. Menu

Two options:

Menu URL — fast, weak SEO juice. Link to michiu.nl/menu once live.
Menu items entered individually in GBP — more work, but each dish gets its own photo + description that Google indexes.

Recommendation: do both. Seed with the three hero dishes from copy-asset 8 (replace [DISH NAME] with actual menu names — pending owner sign-off).

Bridge-period framing applies (see [[Bridge-Brand-Strategy]]). The original draft led with Wagyu / Hokkaido uni / sharing centrepiece — but uni isn't on the menu yet. The bridge replaces uni with the on-brand signal already showing in reviews: sashimi quality. Wagyu stays (it's real). 8c gets reframed around an actual Cantonese sharing dish; placeholder until owner names it.

8a — 45-day Wagyu (unchanged from canonical — already real, already on-brand)

A5 Wagyu, dry-aged 45 days. The marbling is the result of patience — fat integrated so deeply into the muscle that the first bite dissolves before you're ready for it to. Finished tableside. Seven portions available each evening.

Price: €[fill]

8b — Sashimi selection (replaces uni — anchored in [[Review-Contradiction]]'s on-brand praise theme)

Cut to order from the day's fish. Each piece lands on the rice the way the kitchen wants it — tight, cold, precise. The detail guests notice first.

Price: €[fill]

ℹ️ Why this replaces uni: Hokkaido uni is named in the canonical brand doc as a hero specific, but it isn't on the Michiu menu today. Sashimi quality is the only praise theme [[Review-Contradiction]] flagged as already on-brand. Leading with it grounds the GBP claim in what guests are already saying. Restore uni as 8b once it lands on the menu and stays there ≥30 days.

8c — Cantonese sharing dish (reframed — owner names it)

Prepared the Cantonese way: rested overnight, glazed with five-year aged soy, roasted until the skin breaks clean. Designed for the table — not the plate. The dish people come back for.

Price: €[fill]

⚠️ Owner-verify before publishing: what's the actual menu name for the Cantonese sharing dish you want featured here? If there isn't one with this exact prep, swap the description for the dish that IS on the menu and matches the "Cantonese, slow, designed-for-the-table" frame.

Off the GBP hero list (per the bridge):

❌ Hokkaido uni — return when on the menu
❌ Spider Roll / Spicy Dynamite — they live on the menu without becoming the public headline. Avoid surfacing them as a hero on Google; they pull the wrong audience and make the brand pivot harder to read.

6. Posts — the starter set

GBP Posts expire after 7 days, so this is an ongoing channel. Start with these four — pulled from copy-assets.md + messaging-matrix.md so the tone is consistent with social.

Post 1 — "What's New" (always-on brand)

The kitchen is serious. The room is alive. Cantonese-Japanese in Amsterdam, 400m from RAI.

CTA button: Reserve

Post 2 — Hero dish spotlight (rotate weekly)

Hokkaido uni. Start of its season — when the brine is sharpest. On the table tonight.

CTA: Reserve

Post 3 — Group bookings (Tier 3 + Celebrators)

Groups of 6+: tell us what you're celebrating. We shape the table around the occasion.

CTA: Learn more → /groups page

Post 4 — Off-peak filler (only if lunch is served)

Quiet Tuesday and Wednesday evenings — the way the kitchen prefers them.

CTA: Reserve

7. Q&A seed

Critical hack: GBP allows anyone to post questions and answer them. If the owner doesn't seed the top questions, a random Maps user will — often with the wrong answer. Post these from a second Google account, answer from the owner account.

Q	A
Do you take reservations?	Yes — reservations are recommended. Book via [link] or call us.
Is there a dress code?	No dress code. Come as you are.
Do you cater for groups?	Yes — groups of 6 or more are welcome. Tell us what you're celebrating and we'll shape the menu around it.
Is the menu Japanese or Cantonese?	Both. Every dish is Cantonese and Japanese in its bones — sourced personally and prepared without compromise.
Are there vegetarian options?	Yes. Tell us in advance and the kitchen will build a menu around it.
Is parking available nearby?	Street parking is available on Maasstraat (paid). RAI parking is 400m away.
How close are you to RAI?	400 metres — about a 5 minute walk.

8. Photos — what to upload, in which order

Google's algorithm weighs whether photos exist in each category. Missing one drops the profile in ranking.

GBP photo category	Min. count	What
Logo	1	Square. Transparent background if possible.
Cover	1	Hero shot — dining room or signature dish. Landscape.
Exterior	3+	Façade by day, façade lit at night, streetscape from the RAI direction.
Interior	5+	Dining room from multiple angles, bar, table-setting close-up, candle detail.
Food	8+	The three hero dishes (8a/8b/8c) + 5 secondary. All natural light, warm, lightly desaturated per `brand-guidelines.md`.
At work	2+	Chef plating, knife work — not posed group shots.
Team	1–2	Optional. Only if it fits "no performance" — candid, not styled.

Rules:

❌ No stock photos
❌ No AI-generated food shots — Google detects them and lowers trust
✅ AI UGC is acceptable for lifestyle content per brand-guidelines.md, but never for the food shots on GBP

9. Services / Products

Each Service is a separately findable Google search object. Recommended set, mapped to personas:

Service	Brand line	Triggers
Dinner Service	Cantonese-Japanese dinner. Reservations recommended.	All tiers
Group Dining (6+)	We shape the table around your occasion. Pre-arranged menu, dedicated service.	Celebrators
Corporate Group Dining	400m from RAI Amsterdam. Pre-arranged menu, private section, single-contact billing.	Tier 3 — keyword "private section" matches recruiter search intent
Celebration Dinners	Birthdays, anniversaries, milestones. Tell us what you're celebrating.	Celebrators

10. Hard "do not put on the profile" list

A short ban-check against internal brand rules:

❌ "Fine dining" / "premium" / "elevated" / "curated" / "sophisticated" in descriptions
❌ "Asian fusion" / "East-meets-West" — clashes with messaging-matrix.md Persona 3
❌ "Unreasonable hospitality" — internal compass term, never guest-facing
❌ References to the Circle of Michiu — internal loyalty, never announced publicly
❌ Michiu in third person ("Michiu is known for…") — only "we" / "our kitchen"
❌ Stock or AI-generated food photography
❌ Suffixes in business name ("Lounge", "BV") — suspension risk

What still needs owner / operator input before publishing

Gap	Blocks
Confirm price-tier band — `€90–120pp` (current bridge draft) vs `€85–110pp` / `€85–120pp` depending on actual avg-check	Section 3
Owner sign-off on the bridge-period EN + NL short descriptions	Section 3
Actual dish name + price for 8c (Cantonese sharing dish)	Section 5
Prices for 8a (Wagyu) + 8b (sashimi selection — per-piece / omakase / moriawase + price)	Section 5
6 months of "regular hours apply" confirmations on Dutch public holidays	Section 2
Reserve with Google routing (TheFork interim vs Zenchef)	Section 1
Photo shoot covering all 8 categories	Section 8
Verify accessibility attributes match the building	Section 4

Resolved 2026-05-06

✅ Phone — +31 20 671 9221 (verified against the michiu-website repo, multiple files)
✅ Email — info@michiu.nl (same source)
✅ Hours — match the michiu-website seo.ts schema
✅ Bridge-period framing applied to Sections 3 + 5 — see [[Bridge-Brand-Strategy]] in the vault

Brand source: copy-assets.md, messaging-matrix.md, brand-guidelines.md
Bridge strategy (vault): _M-Brand Strategy/Bridge-Brand-Strategy.md — the in-between brand frame this doc is anchored against
Audit that necessitated the bridge: _M-Marketing/Reviews/Review-Contradiction.md
Technical sister doc: google-business-profile-setup.md (the API import flow)
Persona detail: target-audience-personas.md