Michiu / marketing reference
For the team operating Michiu
Operational playbooks, brand strategy, competitive intel, content library, and dev setup for the team running Michiu. Each doc is a static rendering of source markdown — edit the file in the repo and Vercel auto-deploys.
Brand
Who Michiu is — guidelines, client profile, personas, messaging matrix, core copy assets, and the Yue-do cuisine philosophy.
Brand guidelines
Voice, tone, type, color, photo direction. The non-negotiables that make every output read as Michiu.
Read →
Client profile — Michiu
Who Michiu is as a business — concept, location, price, positioning, ownership context. Essential context for any new operator.
Read →
Target audience personas
The 3-tier model — Status Builders, Classic Connoisseurs, RAI Corporate Bookers — plus supporting personas.
Read →
Messaging matrix
Per-tier × per-channel messaging. Tells you what to say, where, in what register, for which guest mindset.
Read →
12 core copy assets
The reusable building blocks — hero lines, descriptors, dish call-outs, sign-offs, social hooks. Pull from here before writing from scratch.
Read →
Google Business Profile — content fill-in
Field-by-field fill-in kit for the public GBP listing — name, categories, description, attributes, posts, Q&A, photos.
Read →
Yue-do — cuisine philosophy
The canonical Yue-do (粵道) reference. Why the name, what it means, approved glosses in NL/EN, placement rules per surface, and what never to say. Read before writing any copy.
Read →
Yue-do one-pager
Quick-reference card for Yue-do. Approved phrases, banned phrases, surface-by-surface placement rules. Clip and keep open when drafting.
Read →
Competition
Verified competitor intel — landscape, positioning, pricing, reply behavior, press coverage, event capacity.
Competitive landscape
27 verified competitors across 7 geographic tiers (Scheldebuurt → Nederland) with metrics from Google, TripAdvisor, TheFork, Michelin, Lekker500.
Read →
Sentiment heatmap
What each peer "owns" verbally — the lanes Michiu can claim that no peer currently dominates.
Read →
Pricing ladder
Exact menu prices across the segment. The €140-160pp white-space and the recommendation for "The Michiu 7".
Read →
Reply behavior benchmark
Median Google reply rate across the peer set is ~0%. Reply quality is a wide-open competitive moat.
Read →
Press & editorial map
Where peers get covered, with what angle. The "Cantonese reframe" pitch and the best target outlet for Michiu.
Read →
Group & event capacity
Tier 3 RAI competitive position. Michiu's 5-7min walk to RAI is the structural advantage; missing /events page is the gap.
Read →
Reviews
The review-reply system in operation — playbook, platform inventory, Google Business Profile integration.
Reply playbook
How to operate the brand-voice reply system. Four behaviors that separate Sazanka-tier from the rest: real-name signatures, 48h response on negatives, language match, specific accountability.
Read →
Finding Michiu reviews across platforms
Where reviews live on each platform, owner-controlled vs aggregator-only, the four orphan Facebook pages, historical names.
Read →
Google Business Profile — setup
Six-step operator guide for the Google API integration: GCP project, API enable, access form, OAuth, auth dance, import.
Read →
Circle
Circle of Michiu — the loyalty program. Philosophy, mechanics, ROI, brand alignment, operational templates, gamification protocol.
The Circle of Michiu — program overview
The loyalty program. Philosophy (Guidara, Sutherland, Vaynerchuk, Godin), tier structure, member experience, strategic and emotional goals.
Read →
Program summary
The condensed version — what the program is, how members earn, how tiers move, what gestures look like. Read this before the full overview.
Read →
Bonus & multiplier system
Mechanics behind the program — points, multipliers, tier transitions, gestures, anniversary rewards. The full operational spec.
Read →
Brand alignment
How the Circle reinforces Michiu's brand voice and positioning — what gestures fit, what doesn't, why each rule exists.
Read →
ROI projections
Business case — projected uplift, behavioral assumptions, sensitivity analysis, payback timeline. The numbers behind the program.
Read →
Email templates
Operational copy — welcome, tier transition, anniversary, win-back, gesture confirmations. Drop-in ready, on-brand.
Read →
Synergized loyalty strategy
Long-form strategy doc — how the Circle plays alongside the rest of Michiu marketing (reviews, social, ads, B2B).
Read →
Lunch dice protocol
The gamification mechanic for the lunch daypart — how the dice/wheel gesture works, brand rules, felt-not-told execution. The first Circle gamification instance.
Read →
Social media
Channel strategies — Instagram (Tier 1+2), TikTok (Tier 1), Facebook (Tier 2), LinkedIn (Tier 3).
Instagram strategy
Visual brand hub — feed cadence, Reels strategy, Stories rhythm, profile optimization, content pillars.
Read →
TikTok strategy
Discovery-led channel for Tier 1 (Status Builders) — content formats, hooks, posting cadence, sound strategy.
Read →
Facebook strategy
Tier 2 channel (Classic Connoisseurs) — page operations, event posts, group dining promotion, ad targeting.
Read →
LinkedIn strategy
Tier 3 channel (RAI Corporate Bookers) — company page, posting angles for event planners, B2B content cadence.
Read →
Google Ads
Paid acquisition — campaign architecture, audience targeting per tier, bid strategy, creative tests.
Strategy
2026 master strategy, operator checklist, and cross-cutting biz-dev backlog. Read 2026-baseline first.
2026 marketing strategy baseline
1,700-line master strategy document — three-tier audience model, GEO action plan, Marketing OS roadmap, channel tactics, campaign archetypes. The strategic foundation for everything else.
Read →
Strategic presence backlog
Where Michiu should be visible but isn't yet. Biz-dev backlog grouped by audience tier.
Read →
RAI / Scheldestraat strategy
Tier 3 corporate booker playbook — Michiu sits 400m from RAI Amsterdam. The proximity advantage, target list approach, conversion plan.
Read →
Operator checklist — Q1 2026
Pending owner decisions and operator actions that gate the next wave of work — Michelle's sign-offs, platform tasks, external approvals.
Read →
RAI
Michiu sits 400m from RAI Amsterdam. Full corporate-booker playbook — master plan, funnel, competitive landscape, spend tiers, LinkedIn.
RAI × Michiu — master plan 2026
The full RAI corporate playbook — event calendar, outreach sequence, conversion funnel, revenue targets, and the 400m proximity advantage.
Read →
RAI full-funnel strategy
Top-to-bottom funnel for RAI corporate bookers — awareness (LinkedIn), consideration (email/direct), conversion (group booking), retention (post-event follow-up).
Read →
Competitive landscape — 400m from RAI
Every restaurant within 400m of RAI Amsterdam mapped by capacity, price, cuisine, and group-booking capability. Where Michiu wins and where it needs to close gaps.
Read →
RAI attendee spend-tier framework
How RAI event types map to spend tiers and booking behavior. Which events drive Tier 3 bookers vs casual diners, and how to tailor the pitch per event type.
Read →
RAI × LinkedIn strategy
LinkedIn-specific RAI playbook — event-triggered posts, company page, outreach templates for event planners, thought-leadership angles.
Read →
Content
Penn's essay library and press pitches. Long-form content planned for michiu.nl/posts — structural outlines awaiting Michelle's fill-in pass.
Press pitches — Q1 2026
Penn's press pitch library — Broekaert (NRC), Grimm (Het Parool), Versprille (Volkskrant), Time Out, AT5. Exact pitch text per journalist, angle, and timing.
Read →
Website copy rewrites — Q1 2026
Proposed michiu.nl copy across all key surfaces — homepage title, GBP description, IG bio, LinkedIn About, TheFork. NL + EN versions, Yue-do-compliant.
Read →
Sourcing essay — March 2026
Long-form essay on Michiu's sourcing philosophy for michiu.nl/posts. Structural outline awaiting Michelle's specifics (supplier names, origin stories, the weekly market run).
Read →
Position essay — September 2026
The Yue-do philosophy-defense essay for michiu.nl/posts/yue-do. The highest-stakes GEO piece — anchors the NRC Broekaert pitch. Awaiting Michelle's fill-in pass.
Read →
Sake program essay — May 2026
Structural outline for the sake-program essay. Frames the twelve-week pairing curriculum. Gated on sommelier identity (§7.1 cast-roster item).
Read →
Signature dish essay — July 2026
Essay on the dishes that define Michiu — structural outline for michiu.nl/posts. Awaiting dish confirmation from Michelle.
Read →
RAI corporate essay — November 2026
Long-form piece positioning Michiu as the default corporate-dinner venue for RAI events. Written for LinkedIn + michiu.nl/posts.
Read →
Retrospective essay — January 2027
Year-one retrospective — the story of Michiu's first full year under the Yue-do positioning. Planned for michiu.nl/posts as an annual anchor piece.
Read →
Penn outreach log — spec
Operational spec for tracking press and influencer outreach — fields, status lifecycle, follow-up cadence, and how Penn surfaces next-touch recommendations.
Read →
Build
Dev setup, repo architecture, schema ownership, vault sync pipeline, external approvals, and operational runbooks.
Dev setup & system overview
How the whole system works — principals, Claude Code, two-location dev setup (Mac + devbox), lanes, Marketing OS, hard rules, approval workflow. Start here if you are new.
Read →
Architecture
Three-repo split (website / marketing / operations), schema ownership, shared concerns.
Read →
External approvals checklist
What is still pending externally — Meta Business Verification, LinkedIn Marketing Developer Platform, WhatsApp templates, Google Ads dev token. Current status per item.
Read →
Vault mirror pipeline — runbook
How the Obsidian vault syncs to GitHub and into Supabase — LaunchAgent, webhook, Inngest, pgvector. Troubleshooting steps when sync breaks.
Read →
Mobile devbox setup — Hetzner + Tailscale + Blink
How to provision and connect to the Hetzner devbox from iPad/iPhone via Blink + Mosh + tmux. Full setup guide from scratch.
Read →
Marketing attribution strategy
Closed-loop attribution without pixels — how m_campaign tracking codes + GCLID flow through Zenchef reservations to revenue. The full organic + paid attribution model.
Read →