CULINARYON
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Welcome to CULINAYON
First of all let me welomce you to CULINARYON team, I am sorry that on your first weeks with us I was not able to be with you to personally onboard you.
The Marketing function
To be the leading chain of recreational cooking schools in the world
Vision
Create a kitchen out of home, where people bond and celebrate meaningful relationships, like in a family. A place where people discover that cooking together is FUN:)
Mission
Priorities
SWOT Analysis
The Market

The addressable market goes well beyond the cooking school one
The potential of CULINARYON is Global, with an expansion strategy based on Regional HUBS
In the graph number of potential studios/room estimate
Geographical scope
(10) New York, (6) Los Angeles, (6) Chicago, (6) Huston, Other 6 cites above one million average of 4 Rooms (24), 2 Rooms in 24 Cites > 500.000 to 1 M inhabitants
(10) Moscow, (10) London, (10) Paris,
(3) on average in other 30 cities > 1 million inhabitants
(4) Sydney, (4) Melbourne, (2) Brisbaine
Brasile:
(8) San Paolo, (6) Rio, (3) Brasilia, 2 Rooms in 10 cities above 1 Million (20)

Mexico (10) in Mexico City, (3) Ecatepec, (3) Guadalajara
Argentina: (4) Buenos Aires, (2) Cordoba
Peru: (6) Lima

3 rooms between Bogota, Santiago etc.
(3) Dubai, (2) Abu Dhabi, (2) Doha , (3) Tel Aviv, (4) Cape town, (6) Cairo
India: (8) Mumbai, (8) Dheli, (8) Bangalore, (4) in other top 4 cities, (7) in smaller cites
China: 8 Rooms x top 10 cites (>10 M inhabitants each), 7 rooms in smaller cites
Japan: Tokyo (8), 12 cites > 1 Million with 4 rooms (48)
Singapore (4), Thailand (6)
Vietnam: (6), Kazakhstan (6)
Marketing Scope
A very wide scope of work indeed.
  • Social Media Management
    With one brand only our client acquisition cost was high considering the low frequency of purchase and low number of recurring client . A multi-brand / multi-Experience offer should allow us to extract more value and increase recurring clients.
  • SEO and WEB
    Each channel has its own specificity in terms of message, commercial approach and marketing. Channel specific approach might help us address the different needs and the different client groups. E.g. - A brand relevant to Kids Party might lose relavnce if applied to B2B and viceversa.
  • Product Marketing
    This includes:
    • Product design
    • Marketing & sales material
    • Pricing
    • Promotions
    • Coordination of Menu creations
  • Brand Management
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
  • Product marketing
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
  • International coordination
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
  • Public Relations
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
  • Competitive and Market Analysis
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
Brand Management
A headline's purpose is to quickly and briefly draw attention to the story. It is generally written by a copy editor, but may also be written by the writer, the page layout designer, or other editors.
With the launch of PAINTON we have passed from being a mono-brand to a multi-brand experience provider. This forces us to design a brand architecture and brand portfolio strategy.
Brand Portfolio strategy & brand architecture
Goals of brand portfolio strategy and architecture
How many brands? How many Experiences? How do we manage the interaction among brands to decrease cannibalization & maximise synergies?
  • Facilitate cross-sell across brands / experiences
    With one brand only our client acquisition cost was high considering the low frequency of purchase and low number of recurring client . A multi-brand / multi-Experience offer should allow us to extract more value and increase recurring clients.
  • Channels Management
    Each channel has its own specificity in terms of message, commercial approach and marketing. Channel specific approach might help us address the different needs and the different client groups. E.g. - A brand relevant to Kids Party might lose relavnce if applied to B2B and viceversa.
  • Decrease cannibalization
    Design a commercial and marketing strategy that allows to minimise cannibalization among brands and that maximise the potencial synergies.
  • New opening strategy
    How to approach new markets where both CULINARYON and PAINTON brands start from zero awareness. This include holding company brand, commercial brands, sales force brand etc.
Brand Standards & brand Book
Ensure that the brand is kept consistent among markets and that is evolving at the proper pace to keep its relevance.
  • Brand Consistency & Standards
    As we grow in different market we need to ensure the brand remains consistent & recognizable. We need to structure, reinforce and apply brand standards across markets.
  • Brand Relevance & Evolution
    A brand will eventually age if it is not evolving with time. We need to keep our brands relevant catching new trends and making cultural specific adjustments whenever we open.
We have passed from being a mono-brand to a mutli-brand experience provider.
Brand Portfoilo
We are pioneering the experience economy as described in the short video below by author Joe Pine

Experience economy
Guests & Events

In 2018 we served more than 90.000 guests, enough to fill the WEMBLEY stadium
in 4.500 Room Events
• Millennials are predominant
• 75% of our guests are women
• The majority are employed


Guest profile
We reached more than 90.000 guests per year and in 2019 we plan to serve more than 110.000 guests
Guest count
The large majority of Competitors by being significantly smaller in size can't host events above 30 guests, leaving a significant part of the market to culinaryon
# of clients x event
Fortune 500 companies are regular clients of CULINARYON across different markets
B2B Clients
E.P.I.C. Experience

CULINARYON stages personalised and memorable experiences for its guests
World class net promoter score =85%, show extremely high appreciation by guest of the CULINARYON Experience.
Net Promoter Score
Moments of
 Elevation
Moments of
 Pride
Moments of
 Insight
Moments of
 Connection
Sensory elevation is provided by Food, Drinks, Music, Fun.
Pride of cooking amazing food, of being part of team.
Learning about team interaction & even learning how to cook.
We facilitate the event ensuring that people connect and bond with each other
Each Culinaryon experience is engineered to be EPIC, containing defining moments of:
Unique & differentiated offer
Our experiences are designed to be relevant for a wide audience, ranging from corporate team building events to kids birthday parties
Team building, client incentives, etc
Birthday parties, bachelorettes, etc
Themed birthday, baby showers, etc.
Corporate
teambuildings
Private
events
Kids
parties
There are multiple reasons to hire Culinaryon, maximising customer life time value
Cooking
classes
International cuisine
Example: Unique team building games
We have a large variety of highly differentiated experiences for clients to choose from, allowing for repeated purchases.
Corporate events have the highest margin due to higher spending power and higher number of guests per event
Margin by event type
By providing a differentiated range of experiences, CULINARYON is able to serve a wide clientele optimising saturation in different times of the day and in days of the week
Tilda Publishing
Optimising facility
saturation
Despite revenue streams varies widely between locations depending on culture, demographic and traffic, B2B is predominant.
In high traffic shopping malls we can expect higher sales of B2C and potentially of merchandise (Kitchen shop)
Revenue stream by Experience
Our average check per person confirms our premium positioning, ranging from approximately 130 USD in Moscow and Singapore to 100 USD in Bucharest and St.Pete
Average check
Premium Food

Zero waste & premium ingredients
CULINARYON has a database of over than 600 recipes and constantly growing. Our international menu sets are optimised to provide an engaging and tasting experience in a set amount of time.
International cuisine
CULINARYON never compromises on quality and freshness of its ingredients. We work only with fresh ingredients as we order food based on a booking system that allows to know exactly what is going to be consumed each day.
Premium Ingredients
We reduced food waste to zero. By working on pre-bookings only we can purchase exclusively the food that will be consumed, reducing food cost to 15%, up to 50% less that a restaurant.
Up to 50% less food cost
Signature design

A branded studio design that is modular & interconnected like a Jigsaw puzzle
Interconnected studios, like pieces of a jigsaw puzzle can be combined to created facilities ranging from one 1 to as many studios needed. This allows from agile franchise expansion, adapting it to different budgets & market needs
Tilda Publishing
Jigsaw like design
Singapore layout example below
Brick walls, metal, modern finishing
Unique design of the cooking stations ergonomically optimised for classes
A chef table that acts as a real stage for show cooking
Loft
design
Cooking
Stations
Chef
table
Branded design elements
CULINARYON has incorporated strong branding elements in the studio design. Branding of the studios is one key elements
Curated
zoning
CULINARYON design takes into account the function of each zone
Our design maximises the efficiency by minimising the back of the house. On average CULINARYON has 80% less back of the house than an average restaurant, limiting it to warehouse, dishwashing area and small office
Tilda Publishing
80% less back of the house
Systems & IT infrastructure

Scalable business model based on solid systems
In 2018 we have invested heavily in systems and IT platforms.
BPM is the most important one deeply changing the DNA towards analytical efficiency and transparency
The Problems we can help to solve for shopping centers
The founders

Committed leaders with skin in the game
  • Alexander Blanc
    Founder and CEO Russia
    20 years of experience in consulting, consumer goods and finance
    Harvard Business School alumni


    Alex@culinaryon.com
    RU: +7 (985) 999 2782

  • Giulio D'Erme
    Founder and CEO Singapore
    20 years of experience in consumer goods, restaurants and fashion retail
    Harvard Business School alumni


    Giulio@Culinaryon.com
    Whatsapp +7( 903) 228 3029
    SG: +65 9771 5407

  • Vladimir Sadovin
    Founder and member of the board
    CEO Azbuka, largest premium food supermarkets chain in Russia
    Entrepreneur of the year 08' (by E&Y)


    Sadovin@culinaryon.ru
    RU: +7 (916) 653 7752

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