status: ready to publish (Section 3 EN + NL descriptions signed off 2026-05-09 evening; pending live GBP UI work — see "What still needs" below) created: 2026-05-06 updated: 2026-05-09 depends_on: copy-assets, messaging-matrix, brand-guidelines, client-profile, bridge-brand-strategy needs_validation:

• 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 8a (A5 Wagyu) price
• Confirm hero-dish 8b (sashimi selection) price + whether per-piece, omakase, or moriawase
• Confirm hero-dish 8c (Cantonese sharing) — actual menu name + price
• Confirm hero-dish 8d (signature rolls) — Spider Roll / Dynamite Roll naming + per-roll pricing
• Confirm hero-dish 8e (dim sum) — which items to highlight (har gow / siu mai / custom) + pricing
• Set GBP structured price-range attribute (€€€) to the tier matching €70–90pp
• Verify accessibility attributes against the actual building 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:

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

1. Basics — the non-negotiable facts

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:

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]]; description signed off 2026-05-09 evening after owner review). Drops the canonical "we remember you" / "alive room" slogan / "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; five of six bridge operational pre-conditions are now in motion per _M-Brand Strategy/Honest-Current-State.md "Currently in motion (2026-05-09)").

Key positioning calls baked in:

• Heroes: sashimi · sushi (incl. signature rolls — Spider Roll, Dynamite Roll — as the maki subset) · dim sum · A5 Wagyu, in that order. Climax on Wagyu.
• Three-mode service framing: Mon–Thu quiet · Fri–Sat more alive · Sun yum cha
  • family night. Sunday cultural anchor distinguishes Michiu from the field.
• Shared dining as brand-wide format, not Sunday-only. Tagline: "built for sharing" (EN) / "voor de hele tafel" (NL).
• Lunch Mon–Fri surfaces in copy. Kitchen already serves it; sets expectation honestly without committing to the full Lunch-Strategy daypart launch.
• Daily-fresh sourcing: "personally sourced and fresh daily" — Tier-2 Connoisseur signal.
• Spend-per-person stays out of prose. GBP's structured price-range attribute (€€€) carries that signal; €70–90pp number lives on TheFork + michiu.nl.
• DJ stays out of prose. Not always present during slow weeks; "more alive" framing is general, not equipment-specific.
• EN names "RAI Congress Center" for international readers; NL keeps "RAI" alone (Dutch audience knows the venue).
• NL replaces "zaal" with "sfeer" (atmosphere — multi-sensory, beats physical-room reading).

EN (reference / cross-platform use) — 743 chars

EN stays in the doc for cross-platform reuse (TheFork "About," michiu.nl, ad copy, social bios where English fits). It is not the live GBP primary — see NL below.

Michiu is a Cantonese-Japanese restaurant in Amsterdam-Zuid, 400m from RAI Congress Center. Asian dining, casual atmosphere.

The kitchen leads with what it does best: sashimi cut to order, sushi and the signature rolls (Spider Roll, Dynamite Roll, the creative plates Michiu is known for), dim sum, and A5 Wagyu. Cantonese and Japanese share the menu, personally sourced and fresh daily, prepared without compromise — built for sharing.

Monday through Thursday: a quiet evening. Friday and Saturday: the room comes more alive. Sunday: yum cha night, family night — kids welcome.

Casual, no dress code. Lunch Monday through Friday; dinner every day. Groups of 6+ welcome — tell us what you're celebrating and we'll shape the table around it.

NL (PRIMARY — live on GBP, owner-decided 2026-05-09 evening) — 748 chars

GBP shows one language only. NL chosen as the live "From the business" description. Reasoning: Dutch-language search match (Tier-2 Connoisseur funnel — "Cantonees restaurant Amsterdam Zuid", "zakenlunch RAI") wins over international discovery on this surface, since Google's auto-translate fills the gap for non-Dutch viewers without breaking SEO. International / RAI Corporate audiences are reached through other channels (LinkedIn, Google Ads, TheFork English listing, michiu.nl).

Michiu is een Cantonees-Japans restaurant in Amsterdam-Zuid, 400m van RAI. Aziatisch dineren, ongedwongen sfeer.

De keuken leidt met waar ze het beste in zijn: sashimi op het moment gesneden, sushi en de signature rolls (Spider Roll, Dynamite Roll, de creatieve gerechten waar Michiu om bekend staat), dim sum, en A5 Wagyu. Cantonees en Japans delen de kaart, persoonlijk en dagvers ingekocht, zonder compromis bereid — voor de hele tafel.

Maandag tot en met donderdag: een rustige avond. Vrijdag en zaterdag: een levendigere sfeer. Zondag: yum cha-avond, familieavond — kinderen welkom.

Ongedwongen, geen dresscode. Lunch op werkdagen, diner elke dag. Groepen vanaf 6 personen welkom — vertel ons wat je viert en we vormen de tafel om je avond.

ℹ️ 2026-05-09 update (morning, post-PR-#69): Spend-per-person was removed from the prose per owner direction. GBP's structured price-range attribute (€€€) carries that signal on this surface; the €70–90pp number lives on TheFork + michiu.nl where reservation context warrants it. Fusion framing also updated — the previous draft softened fusion as a gap; the owner brief (Section 1) confirms Cantonese-Japanese fusion IS Michiu, so the rolls + dim sum are now hero items, not "alongside." DJ removed — not always present during slow weeks; the "more alive" framing is general, not equipment-specific.

ℹ️ 2026-05-09 sign-off (evening): Owner final review on Section 3. Substantive changes from the post-PR-#69 version:

• Lunch Mon–Fri added (kitchen already serves; sets expectation honestly without committing to the full Lunch-Strategy daypart launch).
• Daily-fresh sourcing — "personally sourced and fresh daily" / "persoonlijk en dagvers ingekocht" — Tier-2 Connoisseur signal owner asked for.
• RAI Congress Center in EN; NL stays on "RAI" alone (Dutch audience knows it).
• NL "zaal" → "sfeer" (atmosphere — multi-sensory beats physical-room reading).
• "Built for sharing" / "voor de hele tafel" — shared-dining tag baked in as a brand-wide signal, not Sunday-only.
• Three-mode service — Mon–Thu (was Tue–Thu) quiet · Fri–Sat more alive · Sunday yum cha + family night (cultural anchor; Cantonese yum cha tradition is the distinctive Sunday positioning competitors won't copy).
• Dish reorder: sashimi → sushi (signature rolls grouped under sushi as the maki subset, in parens) → dim sum → A5 Wagyu (climax). Sushi added as a distinct category from rolls; nigiri / traditional sushi belongs alongside sashimi as the on-brand praise theme.
• Tightening: dropped "considered" / "doordacht" + "all rooted in Asian craft" / "allemaal geworteld in Aziatische ambacht" + "Open every day for dinner" (replaced by lunch+dinner phrasing). NL also changed "van maandag tot en met vrijdag" → "op werkdagen" to fit char count.

Char counts (verified): EN 743 / NL 748. GBP limit 750.

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:

1. Menu URL — fast, weak SEO juice. Link to michiu.nl/menu once live.
2. 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]]; refactored 2026-05-09). Five hero dishes anchor the listing: 8a A5 Wagyu · 8b Sashimi selection · 8c Cantonese sharing dish · 8d Signature rolls (Spider Roll, Dynamite Roll — promoted to hero per owner 2026-05-09) · 8e Dim sum (added as hero per owner 2026-05-09). Hokkaido uni is dropped until it lands on the menu and stays ≥30 days. The original "Spider Roll / Spicy Dynamite as a hero" off-list entry is retired — they're heroes now, not deprecations.

8a — A5 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.

8d — Signature rolls (promoted to hero per owner 2026-05-09)

The rolls Michiu is known for. Spider Roll, Dynamite Roll, and the creative plates the kitchen has built around the cross-over. Asian by intent — Cantonese and Japanese technique applied to a single plate, not blended into something neither.

Price: €[fill]

⚠️ Owner-verify before publishing: which specific rolls to feature? Spider Roll + Dynamite Roll were named explicitly; the program may include others. Confirm the 2–3 rolls worth surfacing as the public hero set, plus per-roll prices.

8e — Dim sum (added as hero per owner 2026-05-09)

Cantonese craft in small format. Steamer baskets and cooked-to-order plates the kitchen is proud of — the clearest Cantonese anchor on a menu that also reaches into Japan.

Price: €[fill]

⚠️ Owner-verify before publishing: which dim sum items to highlight? Har gow / siu mai / cha siu bao are the canonical photogenic three; custom dim sum unique to Michiu may be worth featuring instead. Confirm the 2–3 dim sum worth surfacing + pricing.

Off the GBP hero list (per the bridge):

• ❌ Hokkaido uni — return when on the menu and stable ≥30 days

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 across the 5 heroes)

Sashimi cut to order. The detail guests notice first. On the table tonight.

CTA: Reserve

ℹ️ Rotation set (per 2026-05-09 bridge refactor): A5 Wagyu · Sashimi selection · Cantonese sharing dish · Signature rolls · Dim sum. Each rotates weekly with a 2-line copy block + photo. Hokkaido uni returns to the rotation only when it lands on the menu and stays ≥30 days.

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 — Two-mode service signal

Tuesday through Thursday — a quiet evening, considered. Friday and Saturday — the room comes more alive.

CTA: Reserve

ℹ️ Two-mode service framing (per 2026-05-09 bridge refactor): Tue–Thu and Fri–Sat are different services, not a contradiction. Both are on-brand. DJ stays out of the post copy — not always present during slow weeks. Note: Section 3 description was bumped to Mon–Thu / Fri–Sat / Sun yum cha framing on 2026-05-09 evening. Post 4 still reads Tue–Thu — bring it into sync in a follow-up pass when the rotation cycles.

Post 5 — Event post (worked example: Live at Michiu — Robert Leroy, 17 May 2026)

Template for time-bound special events. Repurpose by swapping artist · chefs · suppliers · date · price; structure stays the same.

• Post type: Event (not "What's New") — gives start/end date fields, calendar integration, event-filter visibility on Google
• Dates: 17 May 2026, 13:00 → 17 May 2026, 18:00
• CTA: Call now → +31 20 671 9221 (no event landing page on michiu.nl yet; if one lands, switch CTA to "Learn more" with that URL)
• Image: Live-action ceremony shot preferred (Jakob Doorn mid-tuna-cut, or Chef Chau (Yama) plating wagyu tableside). Composed tasting setup as fallback. No stock photos. No AI-generated food shots — Google detects them and lowers trust.
• Posting window: Posts expire after 7 days. For maximum visibility before the event, post between 10–14 May (3–7 days before).

NL — primary (~620 chars of 1500 GBP Post limit)

LIVE AT MICHIU — Robert Leroy

Eén middag, één tasting menu. Zaterdag 17 mei, 13:00 tot 18:00.

— Live muziek van Robert Leroy — Tonijn cutting door Jakob Doorn — Wagyu presentatie door Chef Chau (Yama)

Een Cantonees-Japans programma, samengesteld uit wat de zee en de keuken die dag het beste laten zien. Aan tafel met de hele groep — geen dresscode, één zitting voor de hele middag.

Mogelijk gemaakt door o.a. Vishandel Jan van As en Yama producten.

€150 per persoon, dranken niet inbegrepen.

Reserveren: info@michiu.nl · +31 20 671 9221

EN — for cross-platform reuse (Instagram English, LinkedIn, TheFork English listing)

LIVE AT MICHIU — Robert Leroy

One afternoon, one tasting menu. Saturday 17 May, 13:00 to 18:00.

— Live music from Robert Leroy — Tuna cutting by Jakob Doorn — Wagyu presentation by Chef Chau (Yama)

A Cantonese-Japanese program shaped around what the sea and the kitchen show best on the day. Seated as one group — no dress code, one seating for the afternoon.

Made possible by, among others, Vishandel Jan van As and Yama products.

€150 per person, drinks not included.

Reservations: info@michiu.nl · +31 20 671 9221

Brand discipline notes (brief)

• Concrete nouns over marketing adjectives — three named craft people (Robert Leroy · Jakob Doorn · Chef Chau), two named suppliers (Vishandel Jan van As · Yama)
• "Cantonees-Japans programma" — brand essence carried into event copy
• "Aan tafel met de hele groep" + "geen dresscode" — shared-dining + casual register held even at €150 (avoids "fine dining" framing)
• "Eén zitting" — factual scarcity, never "exclusive" or "limited spots — book now!"
• €150 transparent + drinks excluded — honest pricing, no bill surprise
• Deliberately NOT in the copy: "premium," "exclusive," "elevated," "exceptional," "refined," "sophisticated," "fine dining," "treat yourself," "indulge," "VIP," "members-only" — all banned vocabulary per Bridge-Brand-Strategy.md
• No reference to Circle of Michiu — per CLAUDE.md hard rule, never public

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.

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.

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:

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

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

Resolved 2026-05-09 (bridge refactor pass — morning)

• ✅ Sections 3 + 5 + 6 (Posts 2 + 4) updated to match the refactored bridge — see _M-Wiki/Decisions-Log.md 2026-05-09 entries
• ✅ Spend-per-person removed from prose — moved to the GBP structured price-range attribute (still owed: actually set the attribute to the €70–90pp tier — see open table above)
• ✅ DJ removed from prose — Friday/Saturday "more alive" framing is general, not equipment-specific
• ✅ Signature rolls (8d) + dim sum (8e) added as hero dishes per owner 2026-05-09
• ✅ "Spider Roll / Dynamite Roll as off-the-list" stance retired — they're heroes now
• ✅ Wagyu reference fixed — "45-day Wagyu" → "A5 Wagyu, dry-aged 45 days" matches brand canonical

Resolved 2026-05-09 (Section 3 sign-off — evening)

• ✅ EN + NL descriptions owner-reviewed and signed off (final char counts: EN 743 / NL 748, both under 750 GBP limit)
• ✅ Lunch Mon–Fri surfaces in copy — kitchen already serves, expectation set honestly
• ✅ Daily-fresh sourcing baked in ("personally sourced and fresh daily" / "persoonlijk en dagvers ingekocht")
• ✅ RAI Congress Center named in EN for international readers; NL stays on "RAI" (Dutch audience knows the venue)
• ✅ NL "zaal" replaced with "sfeer" (atmosphere reads multi-sensory; "zaal" reads as physical-room only)
• ✅ Shared-dining tagged brand-wide ("built for sharing" / "voor de hele tafel"), not Sunday-only
• ✅ Three-mode service framing: Mon–Thu (was Tue–Thu) quiet · Fri–Sat alive · Sun yum cha + family night
• ✅ Sushi added as a distinct dish; signature rolls grouped under sushi as the maki subset
• ✅ Dish climax order: sashimi → sushi (rolls inside) → dim sum → A5 Wagyu
• ✅ NL chosen as the live GBP primary language (owner-decided 2026-05-09 evening). EN retained in this doc for cross-platform reuse (TheFork, michiu.nl, ad copy, social bios). SEO trade reasoning: Dutch-language search match for Tier-2 Connoisseur audience beats international discovery on the GBP surface; international funnels run through other channels.

Related

• 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