What the fuck is Gourmet?
What the fuck is Gourmet?
What the fuck is Gourmet?
How a restaurant’s positioning shapes its future and drives occupancy.
How a restaurant’s positioning shapes its future and drives occupancy.
How a restaurant’s positioning shapes its future and drives occupancy.
Industry
Industry
Industry
TOURISM
Client
Client
Client
Alexander Herrmann
Category
Category
Category
Strategy
Country
Country
Country
Germany
Challenge
Challenge
Challenge
Alexander Herrmann is not only one of Germany’s most renowned Michelin-starred chefs but also one of the most charismatic. With his Posthotel in Wirsberg, the two-star restaurant Aura, the Future Lab Anima, and the bistro Oma & Enkel, he has built a culinary universe as diverse as his guests. But there's the challenge: Most guests stayed only one night at his hotel and found themselves overwhelmed by the choice of where to dine. A clear strategic direction was needed to refine the concepts and create a seamless, well-thought-out experience.
Alexander Herrmann is not only one of Germany’s most renowned Michelin-starred chefs but also one of the most charismatic. With his Posthotel in Wirsberg, the two-star restaurant Aura, the Future Lab Anima, and the bistro Oma & Enkel, he has built a culinary universe as diverse as his guests. But there's the challenge: Most guests stayed only one night at his hotel and found themselves overwhelmed by the choice of where to dine. A clear strategic direction was needed to refine the concepts and create a seamless, well-thought-out experience.
Alexander Herrmann is not only one of Germany’s most renowned Michelin-starred chefs but also one of the most charismatic. With his Posthotel in Wirsberg, the two-star restaurant Aura, the Future Lab Anima, and the bistro Oma & Enkel, he has built a culinary universe as diverse as his guests. But there's the challenge: Most guests stayed only one night at his hotel and found themselves overwhelmed by the choice of where to dine. A clear strategic direction was needed to refine the concepts and create a seamless, well-thought-out experience.
Idea
Idea
Idea
During a workshop, we arrived at a key insight: Gourmet is not just gourmet. While the bistro offers food that nourishes both the stomach and the heart, a Michelin-starred menu is food for the mind—an experience for true connoisseurs. But not every guest is looking for the same thing. Some want to be surprised, others enchanted, some thrilled, and a few simply crave timeless classics. So, we redefined Alexander Herrmann’s gourmet world into distinct experience types and asked: What kind of gourmet are you?
During a workshop, we arrived at a key insight: Gourmet is not just gourmet. While the bistro offers food that nourishes both the stomach and the heart, a Michelin-starred menu is food for the mind—an experience for true connoisseurs. But not every guest is looking for the same thing. Some want to be surprised, others enchanted, some thrilled, and a few simply crave timeless classics. So, we redefined Alexander Herrmann’s gourmet world into distinct experience types and asked: What kind of gourmet are you?
During a workshop, we arrived at a key insight: Gourmet is not just gourmet. While the bistro offers food that nourishes both the stomach and the heart, a Michelin-starred menu is food for the mind—an experience for true connoisseurs. But not every guest is looking for the same thing. Some want to be surprised, others enchanted, some thrilled, and a few simply crave timeless classics. So, we redefined Alexander Herrmann’s gourmet world into distinct experience types and asked: What kind of gourmet are you?
Development
Development
Development
With this concept, we posed a bold question: “What the fuck is Gourmet?” This idea wasn’t just a marketing gimmick—it became an integral part of the experience. Alexander Herrmann and his AH Dream Team, together with head chef Tobias Bätz, took it a step further, crafting an entirely new kind of overnight stay.
Instead of guests staying just one night and randomly picking a restaurant, curated packages now offer a seamless journey—combining gourmet workshops, tastings, and exclusive events with tailored dining experiences. The result? The average length of stay has nearly tripled, from a single night to almost three nights per guest.
With this concept, we posed a bold question: “What the fuck is Gourmet?” This idea wasn’t just a marketing gimmick—it became an integral part of the experience. Alexander Herrmann and his AH Dream Team, together with head chef Tobias Bätz, took it a step further, crafting an entirely new kind of overnight stay.
Instead of guests staying just one night and randomly picking a restaurant, curated packages now offer a seamless journey—combining gourmet workshops, tastings, and exclusive events with tailored dining experiences. The result? The average length of stay has nearly tripled, from a single night to almost three nights per guest.
With this concept, we posed a bold question: “What the fuck is Gourmet?” This idea wasn’t just a marketing gimmick—it became an integral part of the experience. Alexander Herrmann and his AH Dream Team, together with head chef Tobias Bätz, took it a step further, crafting an entirely new kind of overnight stay.
Instead of guests staying just one night and randomly picking a restaurant, curated packages now offer a seamless journey—combining gourmet workshops, tastings, and exclusive events with tailored dining experiences. The result? The average length of stay has nearly tripled, from a single night to almost three nights per guest.
Das Fazit
Das Fazit
Das Fazit
Gastronomy is more than just great food—it’s an experience that demands strategic thinking. With the right positioning, we didn’t just answer the question “What the fuck is Gourmet?”—we transformed it into a concept that gives guests clarity, enhances their experience, and provides the Posthotel with a distinct new USP.
Gastronomy is more than just great food—it’s an experience that demands strategic thinking. With the right positioning, we didn’t just answer the question “What the fuck is Gourmet?”—we transformed it into a concept that gives guests clarity, enhances their experience, and provides the Posthotel with a distinct new USP.
Gastronomy is more than just great food—it’s an experience that demands strategic thinking. With the right positioning, we didn’t just answer the question “What the fuck is Gourmet?”—we transformed it into a concept that gives guests clarity, enhances their experience, and provides the Posthotel with a distinct new USP.
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