CROWN PLAZA AMMAN

Restaurant Rebranding & Revenue Reinvention Proposal

Overview

This initiative aims to rebrand and reposition V-Lounge and Black Iris at Crowne Plaza Amman through content-driven culinary storytelling, curated guest experiences, and local market engagement — without extensive capital expenditure. The focus is to generate higher local loyalty, midweek occupancy, and social media visibility through innovative chef-driven activations.

1. Concept 1 — “Chef’s Kiss” Weekly Series

Objective: Strengthen the restaurant’s identity through cinematic, digital storytelling that highlights culinary artistry.

Concept:

• A vertical video series (for Reels, TikTok, and YouTube Shorts) showing the chef preparing exclusive, non-menu high-end dishes each week.

• Each episode focuses on the emotion and aesthetics of the kitchen — slow shots, flames, textures, plating — giving the restaurant a signature cinematic identity.

• Episodes titled “Chef’s Kiss — by V-Lounge” (or “Chef’s Kiss at Black Iris”), released every Thursday evening.

• Guests can later order the “Chef’s Kiss Dish” that same week — a temporary menu item available for 7 days only.

Implementation Details:

• Filming: 1-minute vertical shots, kitchen + plating aesthetic.

• Schedule: Weekly drops, 1 episode per week.

• Marketing: Posted on IHG Jordan accounts, reels promoted locally (Amman-based targeting).

• Add-ons: “Behind the Dish” mini-story in captions featuring ingredients, chef name, and concept story.

2. Concept 2 — “The Long Table” Private Dining Series

Objective: Create a new experience segment blending exclusivity, community, and gastronomy — appealing to locals and business clients.

Concept:

• Once-weekly exclusive dining night (Wed or Thu), hosted at one restaurant each week.

• One long communal table seating 10–14 people, curated by the chef with a custom tasting menu.

• Only pre-booked guests allowed (reservation via phone or private invite).

• Menu changes weekly — themed as “Mediterranean Fire,” “Jordanian Soil,” “French Dream,” etc.

• The chef presents each course live, building connection and brand storytelling.

Implementation Details:

• Brand Name: “The Long Table — by Black Iris” or “The Chef’s Table at The Captain.”

• Pricing: Premium ticket (e.g., 45–55 JOD per person).

• Filming: Capture guest reactions, ambience, plating, to use in next week’s promo video.

• Partnerships: Could occasionally feature guest chefs or collaborations (local pastry chefs, sommeliers, etc.).

3. Market Positioning Strategy

• Local Appeal: Build loyalty by blending familiarity (Jordanian-friendly menus, approachable pricing tiers) with aspiration (exclusive weekly experiences).

• Digital Engagement: Turn the chefs into recognizable local figures via the weekly series.

• Operational Flow: No heavy redesign required; adjust layout temporarily for Long Table nights.

• Cross-Promotion: Tie the experiences to IHG Rewards — guests earn points by attending.

4. Revenue Impact Projections