👥 Target Audience Personas

Persona 1: "The Amsterdam Explorer" (25-35)

Platforms: Instagram, TikTok Behavior: Discovers restaurants through Reels, TikTok food videos, and Instagram Stories. Screenshots menus, saves posts. Looks for "Instagrammable" moments. Goes where friends go. Triggers: Visually stunning food, unique dining experiences, trending hashtags, friend recommendations. Content that works: Short-form video (dish reveals, ambiance tours), carousel posts with menu highlights, Stories polls ("Would you try this?"). Ad targeting: Amsterdam-based, interests in food, dining out, travel. Lookalike audiences from competitors.

Persona 2: "The Local Regular" (30-50)

Platforms: Google Search, Instagram, Facebook Behavior: Searches "best [cuisine] restaurant Amsterdam" or "dinner near [neighborhood]". Reads Google reviews. Values consistency and quality over trends. Triggers: Positive reviews, word of mouth, convenient location, seasonal menu changes. Content that works: Google Ads (search + maps), Facebook event posts, review highlights, seasonal specials. Ad targeting: Radius targeting around Michiu (2-5 km), dining intent keywords, frequent diners.

Persona 3: "The Corporate Booker" (35-55)

Platforms: LinkedIn, Google Search Behavior: Books team dinners, client lunches, corporate events. Needs a reliable, impressive venue. Makes decisions based on professionalism and ambiance. Triggers: Private dining options, group menus, easy booking process, professional presentation. Content that works: LinkedIn articles about food philosophy, corporate event showcases, professional photography of private dining setup. Ad targeting: LinkedIn job titles (Office Manager, Executive Assistant, HR, Team Lead), Amsterdam area.

Persona 4: "The Older Foodie" (50-65)

Platforms: Facebook, Google Search Behavior: Prefers Facebook over newer platforms. Shares restaurant experiences with friends. Values ambiance, service quality, and classic dining. Reads longform reviews. Triggers: Warm ambiance, quality service, good wine list, special occasion dining. Content that works: Facebook posts with stories, photo albums from events, chef profiles, wine pairing highlights. Ad targeting: Facebook age 50+, Amsterdam metro, dining interests, wine & food groups.

Persona 5: "The Tourist" (All ages)

Platforms: Google Search, TripAdvisor, Instagram Behavior: Searches "where to eat in Amsterdam" before or during their trip. Influenced by rankings, reviews, and visual content. Often books spontaneously. Triggers: High Google/TripAdvisor ranking, English-language content, central location, authentic experience. Content that works: Google Ads (tourist-intent keywords), Google My Business optimization, English-language Instagram content. Ad targeting: Travelers recently arrived in Amsterdam (geo-targeting), hotel/tourism interest overlap.

Platform-Persona Matrix

● = Primary channel for this persona | ○ = Secondary/minimal

Related Notes

• 🍽 Client Profile — Michiu
• 📢 Service Offering
• 🔍 Google Ads Strategy