Information Pack

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SO, WHO ARE MEZE? Meze Publishing is the vision of Paul Cocker, who has over 20 years experience in the publishing industry and has designed over 35 cookbooks and Phil Turner, who has run a successful publishing company for over 12 years. The desire to publish high quality cook books that sell has driven us to put together a talented team of individuals capable of publishing stunning, imaginative and cost effective cook books. With the design of many award-winning books in our portfolio, we’re ideally placed to make your cook book the one you’ve always dreamed of. Some would also say that we have an unhealthy obsession with cook books. We’d most likely admit this too. OLD FASHIONED – AND PROUD OF IT I’d like to think of our approach to customer service as ‘old- fashioned’ – that’s not to say we don’t embrace new technology or new ideas, it just means we like to talk to our customers and get to know you and what you want. When we shake hands on a deal, we’ll stick to it. Meze will always stand for high quality service. If you ever feel let down by our service – we insist that you tell us. You’re personal to us and are the key to our success. We want to connect with you, we want to work with you to help your own business grow and most of all we want to see you in print. a: Meze Publishing Ltd. Unit S8 & S9 Globe Works, Penistone Road, Sheffield S6 3AE w: www.mezepublishing.co.uk | e: [email protected] | t: 0114 275 7709 RESTAURATEURS INFORMATION PACK

Transcript of Information Pack

SO, WHO ARE MEZE?Meze Publishing is the vision of Paul Cocker, who has over 20 years experience in the publishing industry and has designed over 35 cookbooks and Phil Turner, who has run a successful publishing company for over 12 years. The desire to publish high quality cook books that sell has driven us to put together a talented team of individuals capable of publishing stunning, imaginative and cost effective cook books.

With the design of many award-winning books in our portfolio, we’re ideally placed to make your cook book the one you’ve always dreamed of.

Some would also say that we have an unhealthy obsession with cook books. We’d most likely admit this too.

OLD FASHIONED – AND PROUD OF ITI’d like to think of our approach to customer service as ‘old-fashioned’ – that’s not to say we don’t embrace new technology or new ideas, it just means we like to talk to our customers and get to know you and what you want. When we shake hands on a deal, we’ll stick to it.

Meze will always stand for high quality service. If you ever feel let down by our service – we insist that you tell us.

You’re personal to us and are the key to our success. We want to connect with you, we want to work with you to help your own business grow and most of all we want to see you in print.

a: Meze Publishing Ltd. Unit S8 & S9 Globe Works, Penistone Road, Sheffield S6 3AEw: www.mezepublishing.co.uk | e: [email protected] | t: 0114 275 7709

RESTAURATEURSINFORMATION PACK

Meze Publishing are specialists in producing cookbooks,providing a creative and professional publishing service– and most importantly – structuring the deal so thatyou receive the maximum benefit.

We have excellent contacts with book distributorsand retailers and a track record of negotiating favourablerates in order to ensure you get the best possible returnon your investment.

LET’S COOK!We don’t operate like most other publishers. We know that your recipes are unique to you, and we also believe that any recipe book featuring your recipes has to feel like your recipe book. Yes, we’ll help provide the words, the pictures, the design and the finished books, but really without your input the book would be empty.

Essentially, we’ll provide the raw ingredients and with your know-how and expertise together we will produce a finished dish to reflect your business.

HOW DOES IT WORK?Simple really. We charge an upfront fee to create your book. We appoint our writers, photographers, designers and printers to produce the book you have always dreamed of, one that truly reflects your food and business. We then take 20% of sales once you have broken even – leaving the vast majority for you. So not only can you expect to have a high quality marketing and PR tool – but most importantly, you’ll also have something that will make you a healthy profit.

GREAT PHOTOGRAPHY IS VITALGood cook books are much more than a source of great recipes, with stunning photography and great design they’ll become something you use again and again. We recommend every recipe is photographed; the old adage of a picture paints a thousand words is certainly true when it comes to displaying stunning dishes, or the frantic movement of a busy kitchen at full service. We’re happy to work with your favourite photographer, alternatively you can work with one of our team.

STRONG DESIGN IS KEYA strong and stunning visual design delivering your message clearly – that’s part of the key to selling your book.

Something that appeals, feels comfortable to read yet constantly challenges the reader to turn the page and discover more … sounds easy when you put it like that but it takes an experienced eye that understands the marketplace to deliver on every project.

Get the design wrong and all your hard work can be for nothing. Get the design right and you can have a best seller on your hands.

JUST 2 SECONDSThat’s the time you have to grab your readers interest with the front cover. So make sure your imagery and layout is eye catching – or they’ll be on to the next title on the shelf.

THE PRODUCTION PROCESS

GIVE A LITTLEOur journalists would give most skilled interrogators a run for their money – and that’s their job. A proficient writer will seek out the interesting facts while interviewing you, your suppliers and staff, to give the reader of your book an insight into your business. The readers want to get to know you; they want your cooking tips and need you to hold their hand while cooking your recipes. Our team of writers are experienced in ensuring this information is relayed expertly in your book.

KNOW YOUR READEROne of the first things we need to establish when writing your book is who you’re writing it for. This may seem obvious; but you’d be surprised at how many people forget this very basic rule. If your readers are home cooks then including recipes that use alginate gels and protein-stabilised foams are going to annoy your readers rather than inspire them.

MAXIMUM EXPOSUREIn order to bolster sales, it’s important to have a coherent marketing plan to go hand in hand with the launch. We have an in-house PR team with an excellent database of food writers, bloggers and local press contacts – so we’ll distribute press releases, preview copies to press and websites, as well as arranging interviews with relevant media – in order to get you the biggest bang at launch.

IT’S ALL ABOUT THE SALESIt goes without saying, that all the hard work creating your book is irrelevant if you don’t sell copies. Our business model is built to maximise profit, and that means a two-tiered approach to the sales strategy.

• Direct sales through your business and online through your website, our website, Amazon and eBay etc.

• Sales through book retailers and distributors

Direct sales

The best way of making a large profit on your book is by selling direct to your customers through your restaurant, cookery schools, website, email database etc. We have a proven track record of working with businesses, many perhaps less established than yours, that have made excellent profits working that way. We also sell all titles on our website and through the likes of Amazon, eBay etc. fulfilling the orders ourselves to ensure you get the best possible return per book sold.

We provide a list of helpful hints and tips on how to maximise sales as part of the service.

Distributor and retail sales

Large distributors will be happy to consider your book for distribution, and will give you the chance to appear on the shelves of all the major retailers – but for a handsome cut of the profits (often around 50-60%). For this reason, we will manage the numbers of books sent to major distributors in the first instance in order to maximise your profit.

Where possible, we aim to deal directly with the major book distributors and retailers such as Waterstones, WH Smith and the large supermarkets on your behalf and negotiate the best deals on offer in order to try to get your title as widely distributed as possible but at a price we can all stomach. We will also seek to place your book in the independent book store network as well as at suitable food and cookware outlets close to you – a great resource and one that can see you gain a greater return.

We generally build our calculations based on selling at least 75% of the books directly to the reader and the remainder through a third party retailer, to give you a realistic and achievable sales projection.

5,000 £6.25 £93k 20% £47kQuantity of books printed Production price per book Potential financial return

(Allowing for 25% third party sales)Publishers commission

on break evenPotential net profit

POTENTIAL RETURN ON INVESTMENT? (Example: Hardback 224 pages, cover price £25.00)

The Sheffield Cook Book was such a success that we’ve reprinted three times to date, with the first print run of 6,000 copies selling out in just 4 weeks!

RECORD SALES ACHIEVED:-

The independent publishing business model is structured so that selling the books directly yourselves is the bestway of maximising revenue. Here is a guide on how tocreate as many sales opportunities as possible.

“Just wanted to give you some figures on the Nottingham Cook Book. Now sold well over three times more copies than Jamie Oliver which was the next bestselling cook book. It was

also the biggest selling title by volume for the shop as well over the previous 4 weeks.”Regional Commercial Manager – Waterstones Ltd.

SELLING YOUR BOOKS – HELPFUL HINTS & TIPS

PRE-ORDERS As soon as the book goes to print publicise it through your social media, website, point of sale and start taking pre-orders for signed copies. We can then get these sent out as soon as they come back from the printers – so these will be the first people to get their hands on the book. You can make these exclusive by offering numbered signed copies, or adding a personal message to each one.

POINT OF SALELots of clients have copies of the book on the bar or visible in the restaurant, but often they don’t ensure that the POS is clear. Use table cards, advertise it on the menu and have point of sale in the restaurant. We can supply any graphics you require.

SOCIAL MEDIA AND MAILING LISTSThis is a really valuable promotional tool and something you can control to run alongside the PR. Keep pushing the book – but change the story each time. One campaign will push the book launch, then run a competition, then pick recipes from the book etc. Sales from Twitter, Facebook and your website can really make a difference to book sales and aid the buzz around your new book.

LAUNCH NIGHTAs well as inviting the press make sure you invite your regular and best customers – it’s always best to have a more casual event serving canapés from the book rather than a sit down meal. It enables you to have greater numbers and thus bigger sales. Make sure you’re available to sign the books on the night with personalised messages.

INCENTIVISE STAFFThe best way to sell books is by ensuring your staff are offering it to all your diners. These are your customers and fans and you have them right in front of you spending money. It’s by far the easiest sales opportunity and the best way to sell large quantities quickly. Obviously, you don’t want to be pushy, but in the same way that you would try to upsell coffees and liqueurs at the end of a meal, offer them a signed copy of the book – this is a really effective way of getting regular sales in good numbers. If it’s suitable, add the book to the menu and give the option of including a copy in the price.

Make sure you incentivise the staff by offering them a bonus and a little healthy competition.

LOCAL SUPPLIERSYou’ll have contacts through suppliers, friends etc. who would be successful in selling books on your behalf – it’s not just bookshops that stock books. Make a list and approach the people you know – we can provide a pricing structure and help with the pitch.

REGULAR TASTING NIGHTCan you do a regular Book Night Menu? Cook a set menu from the book and include a signed copy as part of the price. Ideal as a monthly event.

TARGETSIt’s important to set sales targets so you can track how you are doing. It means if the books aren’t selling as well as you’d like, you can address it by either changing tack or re-enforcing things that have slipped.

A CELEBRATION OF THE AMAZING FOOD & DRINK ON OUR DOORSTEPSome of our most successful publications are part of a series of regional cookbooks featuring the stories and recipes behind individual city’s and region’s finest food producers; restaurants, café bars, growers, gastro pubs, farm shops, delicatessens and food industry providers.

The full colour softback books showcase the best that each city or region has to offer from the thriving community of independent artisanal food lovers.

The initial print run is between 6,000 and 12,000 and 224 pages, with the books priced at £14.95 RRP.

The books go on sale at all of the participating outlets (between 40-60), online, as well as being stocked in Waterstones, WHSmith, Amazon, Costco and a range of independent bookshops and giftshops.

Clients purchase their chapter in the book, between 4-8 pages in length. As well as appearing in all the books, they will also receive between 100-200 books to sell, not only to recoup their investment, but to make a healthy profit. Each client chapter includes between 300-500 words, with full colour pictures; we supply a journalist and a photographer to ensure the process is smooth and the quality is of our usual high standards.

PROVEN SALES Feedback from customers in previous regional cookbooks.

“Just a quick message from the Elliott’s at Brown Betty’s, to say how absolutely delighted we are with Nottingham Cook Book, it has been an honour not only to be included in the book but to stock it, and share with the customers of this city it’s wealth of culinary and fine “foodie”establishments. Having already recouped our initial investment within one week of sales, I have to say, with regards to advertising this has been a no brainer.” Brown Bettys.

Beeches of Walkley ordered 100 books initially, sold these within 1 week and ordered 200 more copies. In total, between May 2014 and Nov 2014 they sold 500 copies of the book.

The Wortley Arms ordered 200 books and sold half in the first week, plus had customers book in just to buy the book.

Fischers of Baslow emailed to say “We are thrilled with the book and really happy with the sales so far.”

“Congratulations again on the project. We’ve already sold 15 of our 40 copies in the tourism centre, so doing well. I’m off to buy another one today, keep thinking of people they’d make great presents for.” Erin Huckle, Experience Nottinghamshire

EXPOSURE TO WIDER AUDIENCESAt the time of the book launch we will orchestrate an extensive PR campaign and a launch event to help raise awareness of the book, your individual businesses and also assist with book sales. Within the coverage we endeavour to include as many venues as possible with name mentions, featured recipes, interviews etc. so that you all individually benefit as well as the book as a whole. 

REGIONAL COOKBOOKS

OUR PORTFOLIO OUR PORTFOLIODining Through The SeasonsJustin Brown | 9780992898113

The North Yorkshire Cook Book9781910863121

The Liverpool Cook Book9781910863152

The Manchester Cook Book 9781910863015

The Lancashire Cook Book9781910863091

The Birmingham Cook Book9781910863107

The Sheffield Cook Book- Second Helpings | 9781910863169

The Lincolnshire Cook Book9781910863053

The Suffolk Cook Book9781910863022

The Bristol Cook Book9781910863145

The Derbyshire Cook Book9780992898175

The Newcastle Cook Book9781910863046

The Leicestershire & Rutland Cook Book | 9780992898182

The Oxfordshire Cook Book9781910863084

The Bath Cook Book9781910863176

The Cheshire Cook Book9781910863077

The Leeds and West Yorkshire Cook Book | 9781910863183

Smile or Get Out of the KitchenAdam Handling | 9780992898120

Henderson’s Relish CookbookPamela Freeman | 9780992898137

Chilli BananaMay Wakefield | 9780992898144

Blood, Sweat & BeersMatt Bigland | 9781910863008

A Table at The FieldsColin & Bex McGurran | 9780992898168

Everyone likes to cook seasonally. These days, home cooks like to ensure they are using the right produce at the right time of year, especially when it comes to entertaining. So, forget the stress and the thought process. It’s all in here. Featuring 48 big tasting dishes.

Adam Handling is inspiringly ambitious. Well-known as the ‘favourite to win’ finalist in MasterChef Professionals 2013, Adam won the British Culinary Federation Chef of the Year 2014, was listed as one of the ‘30 under 30’ to watch in The Caterer & Hotelkeeper and is Scottish Chef of the Year 2015.This beautifully illustrated book has 224-pages with over 80 delicious recipes and 200+ images.

The Henderson’s Relish Cookbook features innovative recipes submitted by chefs, famous figures and local enthusiasts, helping you to add a touch of Yorkshire spice to your food. This book delves into the mystery behind the sauce, while showcasing the wonderful works of art, music and literature it has helped to inspire along the way. Come and have a taste of Yorkshire’s best kept secret.

The Milestone has become synonymous with quality innovative food - having scores of loyal fans.Now their tasty secrets are out in this new 160 page delicious cook book, featuring dishes from their collection of successful restaurants and so much more...

Delicious authentic Thai cuisine inspired by a childhood of cooking among fields of lemongrass and basil in the Prachinburi district of Thailand, this book provides a unique insight into a vibrant culture, lifestyle and cuisine. Features over 50 recipes ranging from simple yet spectacular street food to show-stopping restaurant dishes.

Colin McGurran is famed for his stunning dishes packed full of flavour and flair.This, his first cook book, delves into the family enviroment of his successful restaurant with rooms, Winteringham Fields, and shares his famed dishes and his experiences on the hit TV show Great British Menu.

Meze Publishing’s recent chef and restaurant books include... Meze Publishing’s recent regional cook books include...

The Street Food Cook Book9781910863060

Britain has a rich heritage of multi-cultural cuisine. From Thai to Taiwanese, posh fish and chips to Taco trucks and lots more in between, modern British street food is an exciting and eclectic experience. The Street Food Cook book features stories and recipes behind some of the north of England’s finest street food traders.

At home with Simon WoodSimon Wood | 9781910863114

Simon Wood shares the recipes, tips and tricks that led to him being crowned the MasterChef Champion 2015.‘At Home With Simon Wood: Fine Dining Made Simple’ offers up a variety of dishes, with everything from how to make the perfect pasta to non-gluten meals, signature meat dishes, seafood specialties and a handful of delicious desserts to finish it all off.

4 Grosvenor SquareDanilo Cortellini | 9781910863190

From honing his skills at some of the finest Michelin-starred restaurants in the Italian Peninsula, to cooking for Europe’s most influential people and making the final of MasterChef: The Professionals, chef Danilo Cortellini’s exquisite approach to Italian cuisine has led him to the kitchens of 4 Grosvenor Square, the Italian Embassy in London.

Features Andrew Pern, Visit York, Made in Malton, Black Sheep Brewery

and lots more.

Features Glynn Purnell, The Smoke Haus, Loaf Bakery, Simpsons and lots

more.

Features Dean Edwards, Lido, Clifton Sausage, The Ox, and wines from Corks of Cotham plus lots more.

Features Mike North of The Nut Tree Inn, Sudbury House, Jacobs Inn, The

Muddy Duck and lots more.

Features Burnt Truffle, The Art School, Fraiche, Villaggio Cucina

and many more.

Features Jameson’s Tea Rooms, Craft & Dough, The Wortley Arms, The

Holt, Grind Café and lots more.

Features Chatsworth Estate, Fischer’s of Baslow, Thornbridge Brewery and

lots more.

Features David Campbell of The Royal Crescent Hotel, The Greenhouse, Mes Amis, Sign of the angel and lots more.

Features Aiden Byrne, Simon Rogan, Harvey Nichols and lots more.

Features Colin McGurran of Winteringham Fields,

San Pietro and lots more.

Features David Coulson of Peace & Loaf, Bealim House, Grainger Market,

Quilliam Brothers and lots more.

Features Simon Radley of The Chester Grosvenor, The Chef ’s Table, Great

North Pie Co. and lots more.

Features Andrew Nutter of Nutters Restaurant, Bertram’s, The Blue

Mallard and lots more.

Features Jimmy Doherty of Jimmy’s Farm, Gressingham Duck and lots

more.

Features Tim Hart of Hambleton Hall, John’s House, Farndon Fields, Leicester Market, Walter Smith and lots more.

Features Simon Gueller of The Box Tree, Buon Apps, The Three Acres,

Stockdales and lots more.