The concept began with creating specially designed “menus” art-directed to look like bona fide menus at first glance. However, reading the copy would then reveal how they were actually “manifestos” on true Taste, Stye, and Class—ideals which Chateau 1771 were truly offering to their customers.It was further decided that the best way to implement these menus would be through a direct-mail promotion. They were sent to a list of clients culled from their database, with the offer of a 10% discount and a free glass of wine when they made a reservation within the promotion period.

Response hit 80% in in the first month of sending, and table occupancy increased 500% in their first two months—their highest in three years.