name: michiu-nl-rewrites-q1-2026 type: brand-asset / deployment-copy status: Yue-do approved by Michelle 2026-05-13 (master gate cleared). Section-by-section copy still pending Michelle's per-piece sign-off + Carlos's site-deployment slot for the §4.6 P0 #1 / #6 / #7 Wave 2 work. applies_to: Q1 2026 deployment per docs/strategy/2026-baseline.md §4.6 P0 #1 + #6 + #7 + §5.5 Q1 P0 helpers_must_consult: Penn (drafts, owns this doc) · Carlos (ships site changes) · Zuck (ships IG/TikTok bios) · Michelle (approves) references:

docs/yue-do.md (canonical philosophy-name reference — every phrase here uses Yue-do per its §5 anti-pattern rules)
docs/copy-assets.md (existing brand voice baseline, drafted 2026-05-01)
docs/strategy/2026-baseline.md §4.6 (Q1 P0 fixes 1-7)
docs/strategy/2026-baseline.md §5.0.2 (current-state audit of each surface)
docs/strategy/2026-baseline.md §9.4 (Q1 P0 sequencing)

Michiu.nl + key-surface rewrites — Q1 2026 deployment copy

This is the exact copy Penn proposes for each of the §4.6 P0 fixes. Michelle approved Yue-do on 2026-05-13 — master gate cleared; the per-piece sign-off below is now the remaining step. Each section: the current copy (what's there now per the §5.0.2 audit), the proposed copy (verbatim, ready to paste), and the rationale tied back to the strategy doc. Once Michelle signs off on each piece below, Carlos ships in the §9.4 Q1 P0 Wave 2 sequence.

1. `michiu.nl` `<title>` tag (§4.6 P0 #1)

1.1 Current state (verified May 2026)

MICHIU Lounge • Culinary Asian Cuisine - Amsterdam

Three problems (per §4.1.1 audit):

"Lounge" — outdated brand suffix carried over from a prior positioning
"Culinary Asian Cuisine" — the §1.1 / §3.3 / §3.4 banned AI-slop framing
Generic geographic anchor ("Amsterdam") — does not surface for Amsterdam-Zuid / Maasstraat / near-RAI queries

1.2 Proposed (≤ 60 chars Google-display safe)

EN (default / international + EN-routed locale):

Michiu · Yue-do · Cantonese-Japanese · Amsterdam-Zuid

Character count: 52 characters (Google displays ~50-60 in SERP without truncation).

NL parallel (NL-locale-routed pages):

Michiu · Yue-do · Cantonees-Japans · Amsterdam-Zuid

Character count: 51 characters. Same shape; cuisine token localised. Routes to NL-locale pages via hreflang per the §8 deployment checklist.

1.3 Rationale

Brand name first per §1.1 specificity (the venue is the noun)
Yue-do as the philosophy-name anchor — appears in every cardinal surface identically per §5.0.1 rule 1
Cantonese-Japanese as the disambiguator — the AI-slop term "Asian Cuisine" replaced with the named cuisine position, Cantonese-first per §1.7
Amsterdam-Zuid as the geographic anchor — replaces the generic "Amsterdam" and corrects the Centrum-vs-Zuid misalignment surfaced in §5.0.2

2. `michiu.nl` `<meta description>` (§4.6 P0 #1 — companion to title)

2.1 Current state

Not verified in pass-4 audit (site 503-blocking direct WebFetch). Search-result snippet implies a generic Asian-cuisine description matching the title.

2.2 Proposed (NL primary, ≤ 155 chars)

Michiu · Yue-do — Cantonese traditie, verfijnd door Japans vakmanschap. In Amsterdam-Zuid, 5 min van de RAI. Reserveer.

Character count: 144 characters.

2.3 Proposed (EN secondary, ≤ 155 chars)

Michiu · Yue-do — Cantonese tradition sharpened by Japanese craft. In Amsterdam-Zuid, 5 minutes from the RAI.

Character count: 138 characters.

2.4 Rationale

Yue-do appears in the first clause per yue-do.md §3 surface table
Gloss matches the mid-register approved form (yue-do.md §4.1 #2)
Cantonese-Japanese disambiguator preserved
Geographic anchor names both Amsterdam-Zuid AND RAI proximity — the SEO surface for both Status Builder discovery queries and Corporate Booker "near-RAI" queries

3. `michiu.nl/en/about-us/` body rewrite (§4.6 P0 #7)

3.1 Current state (verified May 2026 via `businessrestaurants.nl` directory mirror)

The about-us body currently frames Michiu's cuisine as:

"Michiu is a restaurant dedicated to discovering the flavors of the Orient, including China, Japan, Thailand, and many other diverse Asian countries."

This is the §1.7 violation that produced the §4.1.1 baseline finding. Every LLM that read this body content concluded "there doesn't appear to be a specific Cantonese-Japanese restaurant in Amsterdam." The body copy is worse than the title tag because it explicitly broadens the cuisine framing across multiple Asian countries, undoing the named-cuisine position.

3.2 Proposed — Dutch primary (~280 words)

# Yue-do

*De Cantonese traditie, verfijnd door Japans vakmanschap.*

Michiu is een Cantonees-Japans restaurant aan de Maasstraat 102, in Amsterdam-Zuid — vijf minuten van de RAI. Wij koken volgens Yue-do: een gerecht in de Cantonese traditie, verfijnd door Japans vakmanschap.

Cantonees, omdat dat de lijn is waarmee Chef Michelle Zhang werd opgeleid: vuur dat je niet kunt zien, een wok die zwaarder is dan hij eruit ziet, en de getallen die niemand opschrijft maar die elke kok in een Cantonese keuken kent. Japans, omdat dat de techniek-grammatica is waarmee zij dat handwerk aanscherpt — een ritme, een protocol, een mes dat één ding doet en het beter doet dan twee dingen tegelijk.

Yue-do is geen fusion. Fusion is een blender. Yue-do is een discipline. *-do* hoort bij judo, sushi-do, chadō — niet bij vermenging maar bij oefening. We koken Cantonees. We verfijnen het met Japans vakmanschap. Dat is wat het woord betekent.

De keuken neemt zichzelf serieus. De zaal niet. Je hoeft niet aangekleed naar binnen. Je hoeft je niet te bewijzen. Je komt aan, wij onthouden je, en het eten doet de rest.

We zitten in de Scheldebuurt — vijf minuten lopen van de RAI, twintig minuten van Centrum, een kwartier van Zuidas. Voor een zakendiner, voor een familieavond, voor de keer dat je iemand iets bijzonders wil laten zien zonder een prestatie ervan te maken.

Reserveer hieronder. Voor groepen tot achttien personen, schrijf ons direct.

3.3 Proposed — English secondary (~280 words)

# Yue-do

*The Cantonese tradition, sharpened by Japanese craft.*

Michiu is a Cantonese-Japanese restaurant at Maasstraat 102, in Amsterdam-Zuid — five minutes from the RAI. We cook by Yue-do: a Cantonese tradition, sharpened by Japanese craft.

Cantonese because that's the line Chef Michelle Zhang was trained on: fire you can't see, a wok heavier than it looks, and the timings that nobody writes down but every Cantonese cook knows. Japanese because that's the technique-grammar she applies — a rhythm, a protocol, a knife that does one thing and does it better than two things at once.

Yue-do is not fusion. Fusion is a blender. Yue-do is a discipline. *-do* belongs to judo, sushi-do, chadō — not to blending, but to practice. We cook Cantonese. We sharpen it with Japanese craft. That's what the word means.

The kitchen takes itself seriously. The room does not. You don't dress for it. You don't perform for it. You arrive, we remember you, and the food does the rest.

We're in the Scheldebuurt — five minutes' walk from the RAI, twenty from Centrum, fifteen from Zuidas. For a business dinner, for a family evening, for the time you want to show someone something genuine without making a performance of it.

Reserve below. For groups up to eighteen, write to us directly.

3.4 Rationale

Opens with Yue-do as a header, plus the canonical formal gloss directly beneath — per yue-do.md §4.1 #1
Paragraph 1: positioning, address, philosophy-name in first sentence
Paragraph 2: answers the cuisine-order question per §1.7 (Cantonese first, Japanese-as-grammar second) — names dishes-through-tools (wok, knife) rather than dish-names directly, which lets the rest of the menu surface carry that load
Paragraph 3: pre-empts the fusion question — answers it before any journalist or LLM can route to "Asian fusion." The judo / sushi-do / chadō reference list does the disambiguation work; the Yue-do is not fusion sentence is the line every press cycle will pull
Paragraph 4: voice baseline from copy-assets.md Asset 1 + 2 ("serious kitchen / alive room") preserved verbatim — the existing voice is good; Yue-do augments it
Paragraph 5: geographic specificity — names three anchor points (RAI / Centrum / Zuidas) because each maps to a different audience tier query
Paragraph 6: action line. Reservation primary; group inquiry secondary. Eighteen-person cap from the businessrestaurants.nl listing per §5.0.2 (verify with Michelle — current listing shows 6-48 capacity)

Length: ~280 words NL, ~250 EN. Short enough to read in 90 seconds; long enough to do the LLM-grounding work.

What this body copy refuses to do:

Mention "fusion" except to disambiguate from it
Describe ingredients with adjectives (the menu does that surface; about-us is positioning)
Name Michelin or 50 Best aspirations (per §11.2 — not in scope)
Mention the Circle (felt-not-told per §1.2; the Circle members already know)
Mention any banned vocabulary from 0038_banned_phrases_2026_felt_not_told.sql

4. LinkedIn company-page launch copy (§4.6 P0 #6)

4.1 Current state

No Michiu LinkedIn company page exists per §5.0.2 audit (verified via direct search May 2026). This is a new-create, not a rewrite.

4.2 Proposed — Tagline (one line, 120 char max)

EN (default — LinkedIn company page is international-default-EN):

Yue-do — Cantonese tradition sharpened by Japanese craft. Maasstraat 102, Amsterdam-Zuid.

Character count: 93 characters.

NL parallel (for LinkedIn-NL audience pivot if pursued; Michelle's personal LinkedIn headline can use this register if she prefers):

Yue-do — de Cantonese traditie, verfijnd door Japans vakmanschap. Maasstraat 102, Amsterdam-Zuid.

Character count: 101 characters. Same shape, canonical NL formal-register Yue-do gloss per docs/yue-do.md §4.1 #1.

4.3 Proposed — About section (NL primary, ~260 chars + ~340 chars)

Michiu is een Cantonees-Japans restaurant in Amsterdam-Zuid, op vijf minuten van de RAI. Wij koken volgens Yue-do: de Cantonese traditie, verfijnd door Japans vakmanschap.

De keuken volgt de lijn van Chef Michelle Zhang. De techniek volgt de Japanse maatstaven. Voor zakendiners, groepsavonden, en de momenten die het overschrijdsel van een gewone reservering verdienen.

4.4 Proposed — About section (EN secondary, ~260 chars + ~330 chars)

Michiu is a Cantonese-Japanese restaurant in Amsterdam-Zuid, five minutes from the RAI. We cook by Yue-do — the Cantonese tradition, sharpened by Japanese craft.

The cuisine follows Chef Michelle Zhang's lineage. The technique follows Japanese craft. For business dinners, group evenings, and the moments worth more than an ordinary reservation.

4.5 Rationale

Tagline uses the formal gloss (yue-do.md §4.1 #1) — LinkedIn audience is primarily Corporate Booker tier, who read the formal register without flinching
About paragraph 1 mirrors the about-us body opening (consistent across surfaces per §5.0.1 rule 1)
About paragraph 2 names both Michelle and the technique baseline — Quintonil dual-brand pattern (§5.0.1 rule 3) suggests adding the FOH-lead's name here once §7.0.1 cast-roster confirmation resolves
The "moments worth more than an ordinary reservation" line is deliberately Corporate-Booker-flavored — they're not booking a casual dinner; they're booking a moment

4.6 Logo + cover image at launch

Logo: Use the current Michiu wordmark per brand-assets/01-logos/. Do NOT commission a custom LinkedIn variant — consistency across surfaces matters more than format optimization.
Cover image: Pre-brand_visual_identity.status='active' (per §6.8.2), use the highest-quality natural-light kitchen photo from brand-assets/04-photography/staff/. Wide aspect (4:1); no text overlay. Post-active state, switch to the signature-illustrator vocabulary.

5. `businessrestaurants.nl` directory listing update (§5.5 Q1 P0)

5.1 Current state (verified May 2026)

The directory listing markets Michiu as:

"Oriental/Japanese cuisine" with offerings from "China, Japan, Thailand, and many other diverse Asian countries"

with capacity 6-48 and packages priced at "€25 per person."

Two §5.0.2 problems: cuisine framing identical to the about-us §1.7 violation, AND no RAI / Zuid / corporate-district geographic hook despite the directory being explicitly B2B-targeted.

5.2 Proposed — cuisine field

NL (primary — businessrestaurants.nl is an NL-primary B2B directory):

Cantonees-Japans (Yue-do) — de Cantonese traditie, verfijnd door Japans vakmanschap

EN parallel (if the directory's EN-locale variant exists or the listing is mirrored on an international platform):

Cantonese-Japanese (Yue-do) — Cantonese tradition sharpened by Japanese craft

The directory's category filter still resolves on "Cantonees-Japans" / "Cantonese-Japanese" (whichever taxonomy the platform uses); the philosophy-name appears beside it.

5.3 Proposed — venue description (NL, ~430 chars)

Michiu is een Cantonees-Japans restaurant in Amsterdam-Zuid, vijf minuten van de RAI en een kwartier van Zuidas. Wij koken volgens Yue-do: de Cantonese traditie, verfijnd door Japans vakmanschap — geen fusion, maar oefening.

Voor zakendiners, klant- en partneravonden, en groepsbijeenkomsten tot achttien personen bieden wij een privégedeelte met aandacht voor protocol én warmte. Pakketten en menu-opties op aanvraag.

5.4 Proposed — venue description (EN, ~420 chars)

Michiu is a Cantonese-Japanese restaurant in Amsterdam-Zuid, five minutes from the RAI and fifteen from Zuidas. We cook by Yue-do — the Cantonese tradition sharpened by Japanese craft. Not fusion; a practice.

For business dinners, client and partner evenings, and group bookings up to eighteen, we offer a private area where protocol and warmth co-exist. Packages and menu options on request.

5.5 Rationale

Cuisine field uses the canonical "Cantonese-Japanese (Yue-do)" form — the directory's category filter still works (Cantonese-Japanese), and the philosophy-name appears beside it
Description opens with the geographic anchor (RAI + Zuidas) — the primary B2B-targeted surface needs this hook upfront, per §5.0.2 audit
The "Not fusion; a practice" line is the canonical Yue-do disambiguator on this surface
Group cap framed as "up to eighteen" matches the about-us body — confirm with Michelle whether the actual cap is 18 or higher (businessrestaurants.nl current listing says 48, which is the whole-venue private cap, not the private-room cap)
The €25/p package question stays open per §11.1.1 #4 — this draft assumes packages remain on request rather than published at a fixed €25/p price. If Michelle wants to retire the €25/p offering, no change to this copy needed. If she wants to keep it, add a separate line: "Standaard avondpakket vanaf €25 p.p." and a parallel English version. Owner decision required before this listing copy ships.

6. Instagram + TikTok bio rewrites (§4.6 P0 #2)

6.1 Current state (verified May 2026)

IG bio location reads "Amsterdam Centrum" — incorrect. Actual address is Maasstraat 102, Scheldebuurt / Rivierenbuurt, Amsterdam-Zuid. TikTok bio not directly verifiable but likely mirrors the IG language.

6.2 Proposed — Instagram bio (max 150 chars)

NL/bilingual-mix (deployment — the IG audience is primarily NL-language Status Builders per §6.4):

Yue-do · Cantonese tradition · Japanese craft
Amsterdam-Zuid · Maasstraat 102 · 5 min van RAI
↓ Reserveer

Character count: 110 characters (well within IG's 150 limit).

EN parallel (press-kit reference + future audience-pivot hedge — NOT for deployment-replacement; the IG bio stays NL/bilingual-mix per the §6.4 rationale):

Yue-do · Cantonese tradition · Japanese craft
Amsterdam-Zuid · Maasstraat 102 · 5 min from RAI
↓ Reserve

Character count: 109 characters. Use when: Penn references the IG bio in international press kits; Michelle's personal IG bio formatted for an EN-primary audience; future decision to pivot IG audience targeting.

6.3 Proposed — TikTok bio (max 80 chars)

NL (deployment — TikTok @michiu_nl audience is primarily NL-language):

Yue-do · Cantonese · Japans · Maasstraat 102 · Amsterdam-Zuid

Character count: 62 characters.

EN parallel (press-kit reference + future audience-pivot hedge — same use-case shape as the IG bio EN parallel; not for deployment-replacement):

Yue-do · Cantonese · Japanese · Maasstraat 102 · Amsterdam-Zuid

Character count: 63 characters. Single-token swap (Japans → Japanese); same compression rule + the §6.4 bios teach the phrase themselves rationale applies identically.

6.4 Rationale

Phrase first, geographic anchor second, action third — per yue-do.md §4.2
Bilingual mix (Dutch "Reserveer" + the philosophy-name) is intentional — the IG audience is primarily NL-language Status Builders
TikTok bio is more compressed because TikTok's character limit is tighter AND the audience signal there is more about who we are than what we do (the videos do that work)
Both bios deliberately do not include the formal gloss — the bio surface is where the phrase teaches itself; the post captions + story stickers carry the gloss when needed

6.5 Update sequence

Zuck updates IG bio first (no dependency on Michelle approval — the location-fix half is independent of the Yue-do half)
Wait for Yue-do final approval before adding the Yue-do half — until then, ship just the location correction: Amsterdam-Zuid · Maasstraat 102 · 5 min van RAI
Yue-do is approved 2026-05-13 — Zuck can append the leading line now (no further gate)

7. Schema.org `Restaurant` markup (§4.2 audit row)

7.1 Proposed JSON-LD (paste into `michiu.nl` `<head>`)

{
  "@context": "https://schema.org",
  "@type": "Restaurant",
  "name": "Michiu",
  "alternateName": "Yue-do",
  "description": "Cantonese-Japanese restaurant in Amsterdam-Zuid, 5 minutes from RAI. We cook by Yue-do — the Cantonese tradition sharpened by Japanese craft.",
  "servesCuisine": ["Cantonese", "Japanese"],
  "priceRange": "€€€",
  "address": {
    "@type": "PostalAddress",
    "streetAddress": "Maasstraat 102",
    "addressLocality": "Amsterdam",
    "addressRegion": "Noord-Holland",
    "postalCode": "1078 HM",
    "addressCountry": "NL"
  },
  "geo": {
    "@type": "GeoCoordinates",
    "latitude": 52.347,
    "longitude": 4.901
  },
  "containedInPlace": {
    "@type": "Place",
    "name": "Scheldebuurt, Amsterdam-Zuid"
  },
  "telephone": "+31 20 671 9221",
  "url": "https://www.michiu.nl/",
  "acceptsReservations": true,
  "openingHoursSpecification": [
    { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Monday","Tuesday","Wednesday","Thursday","Friday"], "opens": "12:00", "closes": "22:30" },
    { "@type": "OpeningHoursSpecification", "dayOfWeek": ["Saturday","Sunday"], "opens": "16:00", "closes": "22:30" }
  ]
}

7.2 Rationale

servesCuisine lists Cantonese first per §1.7 (cuisine order is part of the markup, not just the prose)
alternateName: "Yue-do" lets LLM crawlers index the philosophy-name as a primary lookup token alongside the venue name — important for queries like "what is yue-do?"
containedInPlace names Scheldebuurt, Amsterdam-Zuid — gives the LLM the correct geographic taxonomy beyond just street address
priceRange: "€€€" per the §0 shift #2 premium positioning (replaces any prior € or €€ framing that would have aligned with the €25/p package framing flagged in §11.1.1 #4 — verify with Michelle)
Opening hours verified via Google snippet in §5.0.2 audit (M-F 12-10:30 / Sat-Sun 16-10:30)
Lat/long are approximate for Maasstraat 102; Carlos should verify in Google Search Console or directly from Maps
Missing fields that should be added when content exists: image (gallery URLs once visual-identity vocabulary is active), hasMenu (link to menu page), review (AggregateRating once feed is wired)

8. Deployment checklist for Carlos

Yue-do approved by Michelle 2026-05-13. Once she signs off on each piece above, ship in this order:

8.1 Verification (post-deployment)

Run the §4.5 quarterly test query suite again at end of Q1 2026 (1 month post-deployment)
Compare the §4.1.1 baseline (0.00 across 9 queries) — target any non-zero result on at least 3 queries
Insight's philosophy-name deployment coverage widget (per §10.4 dashboard, pass-4 health row) should read 100% across cardinal surfaces
Penn re-pitches NL press (Het Parool Mara Grimm) with the new Yue-do framing in subject line + lead paragraph

9. Open questions for Michelle's review

These should be resolved as part of the same review session that approves Yue-do — they affect the copy above:

Yue-do final sign-off — approve or pick a different candidate from the brainstorm (Yue-wa / Wok-counter / Maasstraat-omakase per the chat). If swapped, every "Yue-do" in this doc gets replaced.
Group capacity cap — businessrestaurants.nl current listing shows 6-48; this draft uses "eighteen" as the private-room cap. Confirm the right number.
€25/p package retention — keep (and add to §5 listing copy), retire (no copy change), or reposition (different price + framing).
Continuity since 2012 — confirm Michiu has been at Maasstraat 102 continuously since incorporation. If yes, paragraph 5 of the about-us body can add "Sinds 2012 op de Maasstraat" / "At Maasstraat since 2012" as a one-line heritage anchor.
FOH lead's name — the §4.3 / §4.4 LinkedIn about copy currently names only Michelle. Per the Quintonil dual-brand pattern (§5.0.1 rule 3 + §7.0.1), the named FOH lead should appear alongside her. Confirm name + role title for inclusion.
Logo + cover image — confirm brand-assets/01-logos/ has the current wordmark in the right format for LinkedIn (400x400 px logo, 1128x191 px cover). If not, Zuck commissions interim natural-light photo.

10. Decision log

2026-05-11 — Drafted by Casper (agency lead) following Yue-do philosophy-name selection. All copy in this doc assumes Yue-do is the canonical phrase. If Michelle swaps, the entire doc updates synchronously.
2026-05-12 — Locale-parallel gaps filled across 5 sections: §1.2 title tag (NL parallel added); §4.2 LinkedIn tagline (NL parallel added); §5.2 businessrestaurants.nl cuisine field (NL became primary, EN became parallel — reversed orientation since the directory is NL-primary B2B); §6.2 IG bio (EN parallel added for press-kit reference only, NOT for deployment-replacement); §6.3 TikTok bio (EN parallel added on same press-kit-reference basis). Operator-checklist Zuck items §4.1/§4.2 unchanged — the deployment bios remain NL/bilingual-mix per the §6.4 rationale. Each parallel uses canonical phrasing from docs/yue-do.md §4.1.
Pending — Michelle reviews + approves each section individually OR returns with edits.
Pending — Carlos ships per §8 deployment checklist.
Pending — Insight verification per §8.1 at end of Q1 2026.

11. Related references

Canonical Yue-do reference: docs/yue-do.md — every phrase here uses Yue-do per its §5 anti-pattern rules
Existing brand voice baseline: docs/copy-assets.md — Asset 1, 2, 3 are the pre-Yue-do voice baselines that this doc augments
Strategy doc: docs/strategy/2026-baseline.md — §4.6 (Q1 P0 fixes 1-7), §5.0.2 (current-state audit), §9.4 (Q1 P0 sequencing), §11.1.1 (owner-decisions)
Brand assets: brand-assets/01-logos/, brand-assets/04-photography/staff/ — source for logos + cover images
Banned phrases: 0038_banned_phrases_2026_felt_not_told.sql + admin UI at /admin/marketing-os/memory/banned-phrases — every paragraph in this doc has been hand-checked against the list