status: draft created: 2026-05-01 depends_on: Brand Philosophy, Persona docs, 12-Core-Copy-Assets needs_validation: Owner sign-off on voice per persona

Messaging Matrix — Michiu

The single reference for every content decision. Before writing any caption, ad, or script — find your persona row, find your platform column, and write from there.

How to Use This

1. Know your persona — who is this piece for?
2. Know your platform — where does it live?
3. Apply the persona core message first, then shift tone with the platform modifier
4. Check the vocabulary rules — words to use, words to ban
5. Use the example copy as the benchmark — match that register

Section 1 — Persona Messaging Profiles

Persona 1 — Status Builders

Age 25–32 | Primary economic engine | 35% of guests | Avg €65–110pp

Vocabulary — Use: your table · recognized · serious food · alive · real · welcome back · your night · staff who know you · no attitude · no dress code · no performance

Vocabulary — Never use: exclusive · fine dining · jacket required · sophisticated · curated · elevated · discerning · connoisseur · bespoke · tasting ritual

What makes them stop scrolling: Recognition. The idea that spending money here makes them feel respected, not tolerated. Group energy. Things they can show off.

What makes them leave (and never come back): Any hint they're being judged — by the menu language, the staff, the dress code wording, or the other guests.

Persona 2 — Classic Connoisseurs

Age 45–70 | Margin anchor | 15% of guests | Avg €90–120pp

Vocabulary — Use: sourced · aged · heritage · crafted · considered · calm · depth · unhurried · technique · welcome back · the kitchen

Vocabulary — Never use: vibe · boss · flex · trending · social media · popular · you need to try · don't miss · foodie · Michelin-starred ritual

What makes them stop scrolling: Specificity that proves the kitchen knows what it's doing. A dish photo that says "serious" without needing white tablecloths around it.

What makes them leave: Two opposite failures. Either: cold formality that pretends to be sophistication. Or: casual that's mistaken for unserious. They want excellence without theater — and they can tell the difference.

Persona 3 — Cultural Explorers

Age 28–40 | Credibility builders | ~20% of guests | Avg €70–100pp

Vocabulary — Use: technique · tradition · origin · pure · heritage · authentic · sourced from · prepared the [Cantonese/Japanese] way · the reason this works is

Vocabulary — Never use: fusion · inspired by · Amsterdam twist · modern take on · elevated version of · East meets West

What makes them stop scrolling: An explanation of WHY something is done a certain way. A story behind an ingredient. Something they didn't know before they read it.

What makes them leave: Vagueness. "Asian-inspired" tells them nothing. They want to know if you actually know what you're doing.

Persona 4 — Celebrators

Age 25–50 | Occasion drivers | ~20% of guests | Avg €80–110pp

Vocabulary — Use: milestone · celebrate · your evening · together · we took care of it · remember this · made for tonight

Vocabulary — Never use: reservation · booking · package · deal · promotion · set menu · group rate

What makes them stop scrolling: A real moment. A table that looks like it was set for someone specific. A staff interaction that shows care. Emotional, not just beautiful.

What makes them leave: Generic party treatment. If it looks like every birthday gets the same sparkler, the magic is gone.

Persona 5 — Silent Sophisticates

Age 35–55 | Credibility validators | ~10% of guests | Avg €90–130pp

Vocabulary — Use: considered · restraint · depth · earned · precise · unhurried · quiet · right

Vocabulary — Never use: trendy · must-try · you need · incredible · amazing · obsessed · iconic · game-changer

What makes them stop scrolling: Visual restraint. A single perfect close-up. A one-word caption that says everything.

What makes them leave: Overselling. If the caption is longer than the dish deserves, they've already moved on.

Persona 6 — RAI Corporate Bookers (Tier 3)

Booker age 30–55 | Weekday revenue engine | 20% of weekday guests | Avg €80–120pp × group of 8–20

Vocabulary — Use: reliable · pre-arranged · private section · group menu · professional · walking distance from RAI · we handle the details · confirmed · single contact

Vocabulary — Never use: vibe · boss · flex · unforgettable · magical · hidden gem · must-experience · Instagram-worthy · any consumer marketing language

What makes them stop scrolling (on LinkedIn): A specific past success. "Last week we hosted 14 attendees from a fintech delegation — pre-arranged menu, private section, billing handled. The event planner sent us one message before the evening and nothing else."

What makes them eliminate Michiu instantly:

• Slow email replies (>24h)
• No /groups page on the website
• Vague pricing ("starts from")
• Any history of cancellations
• Reviews mentioning service inconsistency
• No private section visible

Channel rule: This persona is never reached on Instagram, TikTok, or Facebook. They live on LinkedIn, Google Search, and direct email. Don't waste content on the wrong channel.

Section 2 — Platform Tone Modifiers

These don't change the persona message — they change how it's delivered on each platform.

Instagram Feed

Register: Elevated, visual-first, intentional Caption length: 1–3 lines for Status Builders/Celebrators, 3–5 lines for Connoisseurs/Explorers, 1 line (or zero) for Silent Sophisticates Format: Lead with the strongest line. Never bury the point. End with one CTA or no CTA at all. Hashtags: 3–5 max, in first comment not caption What the grid says about the brand: Consistency of visual style matters more than individual posts

Instagram Reels & Stories

Register: Immediate, motion-first, hook in 2 seconds Caption/text: Minimal on-screen text. Let the visual carry it. Hook rule: The first frame must answer "why should I keep watching?" before the viewer can swipe For Status Builders: Energy, group moments, reaction shots For Connoisseurs: Process, craft, quiet drama (flame, pour, knife work)

TikTok

Register: Direct, bold, zero preamble Hook rule: Word 1 to Word 5 must stop the scroll. Start with the payoff, not the setup. Authentic > polished: Slightly raw looks more real than overproduced. QC for errors, not for perfection. Length: 15–45 seconds. Sweet spot is 20–30 seconds. Status Builders dominate here: This is their platform. Write for them first on TikTok.

Facebook

Register: Warmer, longer, occasion-focused Caption length: Up to 150 words is fine here — this audience reads Best content types: Event announcements, occasion-focused posts, longer ingredient stories, staff spotlights Primary personas here: Connoisseurs (45-70 on Facebook), Celebrators (event discovery) Avoid: Anything that feels too young or too TikTok-native

LinkedIn

Register: Professional, narrative, hospitality philosophy Content angle: The business of doing things properly. Behind the decision, not just the result. Best use: Corporate events pitch, chef/operator perspective pieces, the business case for hospitality that's lived rather than advertised Primary personas: Connoisseurs, Corporate Bookers, industry peers Length: 150–300 words for text posts. Native video performs well.

Google Ads

Register: Intent-matching, benefit-forward, no brand voice needed Priority: Match the search query. If they searched "Japanese restaurant Amsterdam," the headline says "Japanese Restaurant Amsterdam." Descriptions: One benefit + one CTA. No adjectives unless they're specific ("Cantonese-Japanese" not "incredible"). All personas served here — Google captures intent at every level

Section 3 — Priority Matrix

Where to focus effort per persona × platform. ● = primary, ○ = secondary, – = minimal/none.

Reading the matrix:

• Reels/TikTok is almost entirely Status Builder territory. Don't dilute it.
• Facebook is where Connoisseurs and Celebrators live. Treat it like a different brand voice.
• Google is shared Connoisseur + RAI Corporate territory for intent, but captures all personas via search — match the keyword, not the persona.
• Instagram Feed serves consumer tiers — Tier 3 (RAI Corporate) is invisible here.
• LinkedIn is owned by Tier 3. No other persona is on this channel meaningfully. Treat LinkedIn as a single-tier platform.
• Direct B2B (event agency outreach, complimentary tastings, planner relationships) is Tier 3-only.

Section 4 — Example Copy Per Intersection

These are the benchmark. New content should match this register.

Status Builders × Instagram Feed

Caption:

The table goes quiet when the food arrives. You'll understand when you get here.

Reserve →

Why it works: No adjectives. No hype. Invites them to imagine themselves in the moment. CTA is minimal and confident.

Status Builders × TikTok

Hook (spoken, first 3 seconds):

"Staff here know your name before you sit down."

Follow-up (15–20 seconds):

B-roll: arrival, host greeting, table reveal, first dish landing. No voiceover needed after the hook — let the visuals close it.

Classic Connoisseurs × Facebook

Caption (longer format):

The Cantonese method of ageing soy takes years to develop the depth we use in this dish. Most restaurants don't bother. We can't imagine it any other way.

Tuesday and Wednesday evenings, early seating. Reserve your table.

Why it works: Specificity ("years," "Cantonese method") signals expertise. "We can't imagine it any other way" is quiet confidence, not a brag. Timing detail (Tue/Wed early) speaks directly to their behaviour pattern.

Cultural Explorers × Instagram Feed

Caption:

Hokkaido. Harvested in April, when the brine is sharpest. On your table tonight. This is what pure tastes like.

Why it works: Origin + season + moment. Three lines, three facts. No filler. The last line reframes a uni dish as a statement about the whole restaurant's philosophy.

Celebrators × Instagram Feed

Caption:

She didn't know we knew. We did.

Tell us what you're celebrating. We'll take it from there.

Why it works: Implies the hospitality without explaining it. The CTA is an invitation, not a booking instruction.

Classic Connoisseurs × Google Ads

Headline 1: Japanese Fine Dining AMS Headline 2: Reserve Michiu Tonight Description: Pure Cantonese-Japanese fine dining in Amsterdam. Obsessive ingredients. Personal hospitality.

Silent Sophisticates × Instagram Feed

Caption:

Patience.

(Single word. Underneath a close-up of a dish element — a sauce reduction, a resting cut of meat, a glaze.)

Why it works: One word that says everything about the kitchen's ethos. No explanation needed. The image does the work.

Celebrators × Facebook

Caption:

Michiu is where Amsterdam marks its moments.

Birthdays, deals closed, anniversaries — the evenings that become stories. For groups of six or more, we build the table around the occasion.

Tell us what you're celebrating →

RAI Corporate × LinkedIn — Thought Leadership Post

Caption (long-form):

The restaurant you choose for a client dinner says more than the meeting did.

After 10 years of hosting corporate groups in Amsterdam, three things matter to event planners and matter to almost no one else:

1. Reply speed. If we don't respond in 4 hours, we've already lost the booking.
2. Pre-arranged everything. The planner's job is to make the evening invisible to her boss. Our job is to make the booking invisible to the planner.
3. Allergen handling. One mistake costs us not just this booking but every future booking from this planner's network.

If you're booking a group dinner near RAI for an upcoming event — happy to share our group menu and availability.

400m from RAI Amsterdam.

RAI Corporate × LinkedIn — Event-Triggered Post

Caption (short, before a major RAI event):

Money20/20 Europe is at RAI next week. 400m from our door.

We have availability for groups of 8–20 on Tuesday and Wednesday evenings.

Pre-arranged menu, private section, billing handled — DM if it's useful.

RAI Corporate × Direct B2B (Email)

Outreach to a new event planner contact:

Hi [Name],

Saw you book corporate dinners in Amsterdam — I run group bookings for Michiu, the Asian fine dining restaurant 400m from RAI.

Not pitching anything specific. Just wanted to be on your radar for the next time you're sourcing a venue for a group of 8–20.

If you're ever curious, you'd be welcome for a complimentary tasting — no obligation, just so you know what you'd be recommending.

Either way, good to connect.

— [Name]

Why this works: No urgency, no hard sell. Acknowledges their workflow, offers a low-stakes way to evaluate Michiu. The complimentary tasting is the actual conversion mechanism — the message is the door opener.

Section 5 — The Rules That Never Change

Regardless of persona, platform, or campaign:

1. Never use food clichés. No "flavor explosion," "foodie heaven," "taste bud," "culinary journey," "game-changer."
2. Never explain the joke. If it needs a paragraph to land, cut it to one line.
3. Never use "exclusive." It signals judgment. Use "yours" instead.
4. Always be specific. "Cantonese aged soy, reduced for three hours" beats "our signature sauce."
5. First person plural. "We" and "Our kitchen" — not "the team" or "the chef."
6. One CTA per post. Reserve, or enquire, or tag someone — not all three.
7. The North Star check: Does this make the core guest feel more welcomed, valued, and impressed? If no, rewrite it.

Related

• 12-Core-Copy-Assets
• 🎨 Brand Guidelines
• 👥 Target Audience Personas
• M-Brand-Strategy-Master-Plan