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BOISDALE
www.boisdale.co.uk
CONTENTS
The Boisdale Legend ............................................... 5
The Cunning Concept ............................................. 6
Simply the Food ........................................................ 8
Whisky at Heart ...................................................... 13
All That Jazz ............................................................ 14
Hand Rolled Cigars ................................................ 19
The Restaurant Seen ............................................. 22
Five Bars Named Boisdale .................................. 25
Boisdale Abroad ...................................................... 26
Branding .................................................................... 28
Boisdale vs competitors ....................................... 30
Management and Staff .......................................... 33
Marketing and Media ............................................ 34
Special Relationships and Sponsorship .......... 40
The Know How ........................................................ 43
Boisdale History ..................................................... 44
THE
BOISDALE
LEGEND
Boisdale captures the essence of centuries of proud tradition with its warmth,
informality and end of empire atmosphere, reminiscent of a highland country
house. today, ranald Macdonald, the eldest son of the 24th chief of clanranald
hosts Boisdale’s restaurants and bars.
Boisdale is named after the remote port on the beautiful isle of South uist in the
outer hebrides, off the northwest coast of Scotland. Boisdale was home to the
Macdonalds of Boisdale – the senior cadet branch of the Macdonalds of clanranald,
the largest and most anciently royal of all the highland clans. there are more than
three million Macdonald clansmen throughout the world – all of whom can lay
claim to this magnificent heritage, which has been charted down the generations.
the Boisdale emblem is derived from the family crest - a seal stamped into the
molten glass of an 18th century claret bottle found in the vicinity of castle tioram,
ancient 13th century home to the Macdonalds of clanranald. the seal depicts the
crest, a hand holding a sword, representing clanranald’s legendary fighting
strength. it indicates the vintage as 1780 and has the crest and the family motto in
gaelic “dhandeon co heiragha” that translates as “he who dares wins”. it is now
the regimental motto for the SaS, Britain’s elite military fighting unit.
PiPe Major in one of Scotland’S MoSt faMouS regiMentS, the King’S own ScottiSh BordererS, willie cochrane PlayS outSide BoiSdale on BurnS night in january 2007.
boisdale | 5
CUNNING
THE
CONCEPT
Since 1989 an eclectic crowd of regulars and destination diners have come to
Boisdale to enjoy the superb Scottish fare, the best of whatever you could possibly
want to drink (including the finest selection of malt whisky), classic hot jazz and
handmade cuban cigars. around this core of truly excellent produce, wonderful
entertainment and relaxing atmosphere revolves the bustling social life of Boisdale
customers and the Boisdale jazz & cigar club members. it is the customers who
are the real stars of the show and it is their place. it is not possible to typecast the
Boisdale customer in terms of age, background, dress or profession – the only clearly defining characteristic is a love for what Boisdale has to offer. the “story” that
contributes to Boisdale’s Scottish heritage and concept is engrossing and
unequalled, providing customers with a true sense of authenticity, originality
and provenance.
Boisdale is a unique and successful Scottish restaurant, bar and jazz & cigar
club formula, combining distinctive food, drink and entertainment within a warm,
welcoming environment.
‘‘
Boisdale fulfils the wildest Jacobite
fantasies with its tartan extravaganza
and celebration of Scottish food and
whisky… it has a terrific atmosphere
and different areas to eat, drink,
smoke fine cigars and listen to live
music in.”
harpers & Queen
Macdonald Bar, BoiSdale of Belgravia
6 | boisdale
SIMPLY
THE
FOOD
wherever possible, Boisdale ingredients are sourced directly from Scotland – one of
the world’s most magnificent larders with an unrivalled reputation for the finest beef,
lamb, game and seafood. the most famous Scottish export after whisky - smoked salmon
- comes to Boisdale from award-winning, small family-owned farms and smokehouses.
lochcarnan hot-smoked salmon from the isle of South uist, dunkeld oak-smoked and
wild Scottish salmon have won many awards and form an integral part of the Boisdale
menu. Boisdale is in discussion with these two exemplary producers for exclusive contracts of supply for various international markets.
other fish specialities include the diver-gathered orkney King scallops (for example,
the famous Boisdale classic dish of pan-fried scallops, rosemary infused mashed potato,
roast haggis and crispy bacon), loch ryan native oysters, organic west Minch salmon
from South uist, sweet dill-pickled herring from the Summer isles, as well as abundant
varieties of other seafood.
gourmets can also delight in arguably the best beef in the world: 28-40 day matured
purebred dry aged aberdeenshire steak as well as other remarkable meat that includes
highland Black-face lamb which has grazed on salt-licked pastures of wild grasses and
herbs and heather.
Sourcing the greatest grass-fed aberdeenshire beef is crucial to Boisdale but equally so
is the attention to detail involved in the dry ageing and the actual cutting. in this day and
age these skills are fast being lost and the vast majority of British beef is poorly
butchered, vacuum-packed and not aged on the bone, which is essential to achieve the
real beef flavour that lingers for minutes on the palate. the very finest quality does come
with a price, but once tasted it is undeniably worth it. consider alone the cost of transporting and storing beef on the bone compared to “vac” packed slabs of meat, cut in the
abattoir immediately after slaughter. great beef is very labour and capital intensive.
there are also so many shortcuts in the beef industry and even “Scottish” could simply
mean that the cattle was “finished” in Scotland for the last three months. all the beef
supplied to Boisdale is from the very best certified beef suckler herds of aberdeenshire.
Boisdale is wild about game and all manner of chase and fowl find their way to
the tables, be it red grouse - the ultimate game bird uniquely indigenous to Scotland
8 | boisdale
‘‘
Aged steaks are repeatedly
deemed ‘incredible’, though the more
adventurous enjoy Scottish-sourced
treats, including fine haggis and offal.
An old-school classic for those who
enjoy the good life and absolutely love
their food.”
Square Meal
and northern england or highland venison, the regulars’ favourite served hot smoked
with a black truffle dressing. wild fowl, hare, partridge – all can be enjoyed in the
Boisdale restaurants when in season.
haggis, the unevolved medieval sausage, is the legendary national dish of Scotland,
immortalised by poet robert Burns in the 18th century. the dish is much loved all over
the world and at Boisdale it is served traditionally with mash & bashed neeps and a
noggin of Scottish whisky. Macsween of edinburgh haggis is always used - made
according to a family recipe handed down from generation to generation and which
finally came to market more than 120 years ago. to add more flavour and texture to the
haggis, we roast it rather than boil it.
at Boisdale we believe that there are textural and flavoursome delights to be
experienced from eating various parts of the animal and our chefs embrace snout to tail
eating with offal of the day featured permanently on the house Specialities Menu. great
Britain’s favourite dish of sausages and mash has reached new heights at Boisdale where
they are made on the premises.head chef colin wint’s recipe for organic pork, black
truffle, parsley and garlic sausages won restaurant Magazine’s award as the Best
Sausages and Mash in the uK 2006.
the Scots have always had an affinity for home baking as well as a sweet tooth, therefore puddings at Boisdale are taken very seriously. amongst many traditional desserts, a
toasted sultana & rasin bread with strawberries and cream or the more elaborate
cranachan made with toasted oatmeal steeped in whisky and folded into whipped cream
flavoured with fresh raspberries, regularly feature on the dessert menu. Scottish berries,
in particular raspberries and strawberries, are exceptionally tasty and present, in the
summer, a lighter option to a traditional pudding.
Boisdale is a luxury destination restaurant concept with little passing trade; the
pricing policy attracts an interesting cross-section of customers, drawn by one or more of
the aspects of the Boisdale concept i.e. design and ambiance, Scottish cuisine, live jazz or
the phenomenal range of cigars, whisky, quality spirits, wine and cocktails.
Boisdale customers recognise that Scotland is one of the world’s finest larders
and they are prepared to pay premiums for her produce.
AWARDS
• evening Standard Magazine
Top Three Burns Night Hotspots 2011
• Financial Times
Top Five Cigars’n’Bars 2011
• tatler
Top Eight British Restaurants 2011
• Imbibe
Top Seven Whisky Bars 2011
• evening Standard food Magazine
London Top Five Burgers 2011
• GQ Magazine
The Top Ten Political Restaurants 2009
• the restaurant Magazine
Winner - UK’s Best Game Dish Award 2007
• GQ Magazine
10 Top London Dinner Restaurants 2007
• the times newspaper
10 British Top restaurants in the UK 2007
• The Restaurant Magazine
Winner - UK’s Best Sausage Award 2006
• hotel & restaurant Magazine
Winner - Fish Dish Awards 2005
• Harpers and Queen Premier Cru Awards
• winner - independent restaurant of the year 1999
• Time Out Restaurant Guide
Critics choice in the British Restaurant section 1994 and 1998
the fineSt, naturally reared aBerdeenShire Beef MaKeS uP the SuPerB BoiSdale
SteaK cutS, which are dry aged and graSS-fed for excePtional flavour.
‘‘
the whiSKy Bar, BoiSdale of canary wharf
10 | boisdale
The Boisdale’s
Scottish theme
really begins and
ends with its
whiskies - a mind
boggling collection
of special blends
and Highlands &
Islands malts”
time out
WHISKY
HEART
AT
WHISKY FACTS*
• The value of Scotch whisky exports
surged by 22% in the first six months of
2011, with the equivalent of 570m bottles of whisky sold overseas after sales
soared in Asia and South America.
• Foreign shipments of blended and
malt whisky were worth £1.8bn, compared with £1.47bn in the first half of
2010, despite the global economic
downturn, the relative high cost of
whisky and depressed overseas sales
by other British exporters.
• The Scotch Whisky Association (SWA)
said that the strongest sales increases
were in Asia, rising by 33% to £423m,
and in Central and South America,
where the value of exports jumped by
nearly 50% to £214m. Sales in the US
hit £268m, up 14%, and in France rose
by 13%, up to £220m.
*Source: the Scottish
government website
September 2011
the BoiSdale liMited edition range of Malt whiSKieS: caol ila 1996, a Peaty iSlay Malt in a diStinctive atlantic green livery; the 1972 glen grant, a faMouSly rich
SPeySide in “heather PurPle”; and clyneliSh 1992 – a coMPlex highland draM froM the north eaSt coaSt diStinguiShed By itS livery of BoiSdale red.
Boisdale is arguably the greatest whisky bar on earth. with 1000 carefully
selected whiskies on its list, Boisdale serves its customers nearly 49,000 glasses of
fine malt whisky a year.this extraordinary selection of malt whisky is complemented by a wide range of single grain, premium blended, irish and american whiskies.
the menu is comprehensively annotated with tasting notes and bottling details
and also contains a guide to the Scotch whisky regions.worldwide consumers are
looking for brand led quality, sophistication and authenticity, which Scottish whisky
has in abundance and Boisdale is uniquely positioned to harness and exploit. royal
warrant holders, Berry Bros. & rudd, Britain’s most prestigious wine and spirit
merchant and one of the oldest in the world, has joined forces with Boisdale to
launch the Boisdale limited edition range of Malt whiskies.
ranald Macdonald of Boisdale and doug Mcivor of Berry Bros. combined their
love of whisky and their many years of expertise to produce caol ila 1996, a peaty
islay malt in a distinctive atlantic green livery; the 1972 glen grant, a famously
rich Speyside in “heather purple”; and the final member of this trio of exclusive
whiskies, clynelish 1992 – a complex highland dram from the north east coast
distinguished by its livery of Boisdale red. the individual whisky casks were
selected for their unique character and expression and each label indicates the
distillery, the date the whisky went into cask, the bottling date, the cask number
and the number of bottles produced.
these vintage whiskies have not been subjected to chill-filtering (so there is more
of the individual cask character). they are bottled at 42% vol. Boisdale whiskies are
akin to a live recording as opposed to the mechanics of digital studio recording where
a master blender of any particular distillery must blend all the casks available to
him to create the “house” style.
Boisdale has an unsurpassed whisky expertise and reputation. It is
perfectly positioned to spread across all borders as the world’s most
authentic Scottish whisky bar and restaurant.
boisdale | 13
ALL
JAZZ
THAT
Boisdale of canary wharf offers one of the most exciting live music line-ups in the
capital. jools holland, the legendary piano maestro and ex-Squeeze musician is the
Boisdale Patron of Music. with the ability to seat up to 220 guests, a world-class sound
and stage system and jools holland’s music guardianship, Boisdale of canary wharf is
set to become one of london’s most inspirational music venues to open in decades.
the programme highlights have included performances by the likes of eight-time
grammy award winner chucho valdes whilst regular nights feature Mojo Mondays and
jazz fM’s discovery Show.
Boisdale of Belgravia is home to the Boisdale Blue rhythm Band performing live jazz
from the '30s, '40s and '50s each evening from Monday to Saturday between 10pm and
midnight. importantly, there is not a “no talking policy” during performances at
Boisdale and the music is amplified at a sound level that does not prohibit conversation.
the Boisdale Blue rhythm Band is a traditional jam band which forms a quartet or
quintet each evening from a portfolio of over 100 of Britain’s finest jazz exponents
togetherwith regular guest stars from overseas. the music is always improvised as it
traditionally used to be in the golden age of jazz. a quote from richard Pite, Boisdale
Music director, best describes Boisdale jazz: "the line up and style changes nightly - i
mix and match the players so that when they walk through the door they usually have
no idea who they'll be working with (quite a few musicians have met for the first time
at Boisdale). i like this set up - it keeps the music fresh and spontaneous and every night
there's an infectious buzz on stage. customers at Boisdale don't come to the music with
a reverential attitude, they talk, laugh and often dance - i like to think that the atmosphere in the club is similar to what you would have found on new york's 52nd Street in
its heyday in the 30s and 40s."
Boisdale digitally record live performances and have produced a range of cds which
will soon be available to download from the internet. Boisdale is the most atmospheric
improvised hot jazz venue in london with music that does not exclude anyone - all
generations can enjoy it. conversation with friends or contemplative listening over a
glass of whisky – this relaxed quality brings Boisdale far closer to the classic bars and
clubs of old where the music was one of many great reasons to be out at night.
BritiSh MuSic icon, Singer, coMPoSer and televiSion
PreSenter joolS holland iS BoiSdale Patron of MuSic.
‘‘
One of the finest jazz
clubs in the land”
tatler Magazine
giBSon guitarS on Stage at BoiSdale of canary wharf.
‘‘
BoiSdale of canary wharf PreSentS the BeSt in jazz, BlueS and Soul Six nightS a weeK.
16 | boisdale
As if being the biggest restaurant
in Canary Wharf wasn’t enough,
this new drinking and dining
establishment also boasts the
world’s largest whisky bar and
a music venue backed by Jools
Holland which is willing to
compete with Ronnie Scott’s.”
harpers
HAND
CIGARS
ROLLED
Boisdale has probably the most comprehensive choice of handmade cuban cigars
of any restaurant in the world. Boisdale has nurtured relationships with suppliers
over the years that enable it now to offer old and rare cigars that simply cannot be
found elsewhere. its collection includes over 110 different sizes and vintages from
seventeen different brands and all stored in perfect condition.
a 16 square metre walk-in humidor (with members’ cigar lockers) contains one of
london’s finest selections supplied by hunters & frankau as well as one of the uK’s
best collections of vintage cuban cigars provided by Mitch orchant of c.gars ltd.
cigar shop customers are allowed to sample cigars indoors before making a purchase.
‘‘
cigar huMidor, BoiSdale of Belgravia
It is Boisdale’s extras that
transform a great meal
into an event... Anyone
would think they want
you to have a good time”
financial times
BoiSdale of canary wharf BoaStS the largeSt walK-in huMidor in
euroPe and a ShoP in which to taSte the fineSt hand rolled havanaS.
‘‘
The world’s most individualistic
style bar and restaurant.”
hot tickets
20 | boisdale
the terrace at BoiSdale of canary wharf overlooKing the fountainS of caBot SQuare offerS Stunning viewS to
the thaMeS and the city of london SKyline whilSt the tartan uPholStered arMchairS and SofaS Provide a coMfortaBle environMent in which to enjoy a lunch, dinner or SiMPly SMoKe a cigar or SiP a cocKtail.
THE
RESTAURANT
SEEN
the distinctive design of deep reds and greens and rich mahogany panelling with
the famous collection of classical and modern artwork and the offbeat memorabilia
(for example, amongst the 18th and 19th century rifles and swords hangs a
Kalashnikov rifle presented by general Kalashnikov in person to ranald
Macdonald at Boisdale in 2004), embellished with a dash of Macdonald tartan,
make Boisdale restaurants feel homely and welcoming. when candles and cigars
glow and the music swings hypnotically there is a definite fin de siecle feel in the
air. here, generations span and people meet for companionship and conversation.
from suited captains of industry, corporates and politicians to young cognoscenti in
jeans and destination tourists, Boisdale genuinely offers something for everyone.
‘‘
22 | boisdale
The English should plunder the
Scot’s treasures available in this
early 19th century townhouse
(Boisdale) whose dark rooms
evoke the air of a Scottish castle”
the financial times
the jacoBite rooM, BoiSdale of Belgravia
FIVE BARS
BOISDALE
NAMED
whereas they are often described as reminiscent of “a gentlemen’s club”, the bars
at Boisdale are never perceived as austere, stuffy, conservative or elitist. friendly
and comfortable, they are a welcoming and safe environment in which to have a
convivial drink for men and women alike. the bartenders know all the regulars and
a degree of networking takes place with many a deal and marriage started at
Boisdale. a careful low-key door policy is enforced to ensure an appropriate conduct
by all guests.
the styles of Bar, whilst all instantly recognisable as “Boisdale”, range from white
marble-topped oyster bar, to zinc cocktail bar and the traditional British pub.
Boisdale bars are famous for their whiskies and attract serious whisky
connoisseurs. nevertheless, lovers of beers, cask-conditioned ales, exceptional wine,
traditional cocktails or specialist spirits from aged rums to fine cognac or designer
vodkas will not be disappointed.
the Boisdale wine list features over 200 wines. from ripe, rich and round to crisp,
flowery and fruity, it offers some outstanding wines many of which are rarely seen
in the uK, made by independent growers too small to supply retail chains or
supermarkets. the wine list is ever-evolving, changed and updated at least twice a
week. each wine is individually tasted, selected and appreciated by ranald
Macdonald and the Boisdale staff and the tasting notes are mostly written in-house.
we ship directly from Burgundy, Bordeaux, champagne, rhône, the loire and
Southern france and also have an extensive selection of wines from the new world.
the oySter & chaMPagne Bar, BoiSdale of BiShoPSgate
additionally 20 grande Marques champagne houses are listed including
laurent Perrier, Bollinger, veuve clicquot, Besserat de Bellefon, louis roederer
and Pol roger.
Boisdale nv was registered in champagne as a Marque in 1987 and is made
by georges gardet in chigny-les-roses. it is a blend in equal proportions of
chardonnay, Pinot noir and Pinot Meunier from 98% Premier cru rated
vineyardsand aged for a minimum of six years.
‘‘
If you feel faintly intimidated
by the moneyed clientele monogrammed cufflinks and
club ties - you won’t be for
long; this is a laid-back place
that’s designed for relaxation.
Highly recommended”
time out Pubs & Bars
boisdale | 25
BOISDALE
ABROAD
THE BUSINESS OPPORTUNITY
founded in 1989, Boisdale has evolved slowly and matured gradually in a
much loved restaurant and bar group with a worldwide reputation for quality, congeniality and service. it is irrefutably original and authentic and stands out among
most other restaurants and bars because of its refusal to follow standard formulas
and fashion.
Boisdale brings together eclectic core elements that are stirred by dedicated staff
and civilised clientele: Scotland, cigars, jazz with fine food, whisky and wine; by
pure coincidence the principal loves of proprietor and founder, ranald Macdonald.
like many Scots before, Boisdale is now seeking new horizons. Business partners
and operators who are enthusiastic about Boisdale values and promise and who can
be as passionate in delivery as the home base will have the opportunity to develop
the first Boisdale restaurant and Bar in a number of selected international markets
and cities.
through these partnerships Boisdale has the potential to develop into a new
international brand in the principal Scottish whisky markets of the world within
major worldwide cities, faithfully recreated and skillfully managed at local level.
in a modern world, Boisdale offers the very finest from ages past.
‘‘
It’s hard to find a better venue in
London for food, drink, service...
and all that jazz.”
hot tickets
26 | boisdale
the BacK Bar, BoiSdale of Belgravia
BRANDING
JAZZ & CIGAR CLUB
FOOD
MEMBERSHIP, EVENTS,
BRAND LOYALTY,
QUIRKINESS,
MERCHANDISE
SCOTLAND, THE
WORLD’S FINEST
LARDER
WHISKY
FRIENDLY,
PROFESSIONAL,
RELAXED
EXTENSIVE
SELECTION,
“THE AMBER WALL”
THE WORLD’S LEADING SCOTTISH
RESTAURANT WHISKY BAR AND
JAZZ & CIGAR CLUB
STAFF,
SERVICE,
HOSPITALITY
END OF EMPIRE AND
HIGHLAND COUNTRY
CUBA, LUXURY
PRODUCT
THE MACDONALDS
OF CLANRANALD
CIGARS
THE BEST FROM THE
WORLD’S CELLAR
BeSPoKe crocKery with the BoiSdale logo Made By french Porcelain Manufacturer Pillivuyt
WINE
DISTINCTIVE
DESIGN
AMBIENCE,
TIMELESS
APPEAL
THE LEGEND
& HISTORY
‘30s, ‘40s & ‘50s
HOT JAZZ
BoiSdale Brand eleMentS
28 | boisdale
boisdale | 29
BOISDALE
COMPETITORS
VS
MarKet
estimates are not available for steak sales in the restaurant sector. however,
according to research conducted on behalf of Knorr Bouillon in summer 2011 steak
restaurants are top choice for diners and steaks are one of the top five dishes eaten
out of home.
furthermore, consumers are happy to pay more for a steak in a restaurant
or hotel than in a pub, with almost half prepared to spend up to £17. 20% of those
surveyed said they would be comfortable paying up to £21 for a great steak dish.
consumer eating out habits have changed over the past 18 months with diners
being more price conscious than ever therefore less likely to take risks with food
when eating out and opting for favourites such as steak which is a top choice.
coMPetition
this trend has been reflected in recent months which have seen a string of new
london openings of popular steak-focussed restaurants, including hawksmoor
covent garden, jamie oliver’s Barbecoa at one new change, high timber near
St Paul’s, russian-owned goodman, wolfgang Puck’s cut at 45 Park lane and
34 grosvenor Square (opening in november 2011).
the newly open restaurants compete for business with well-established
30 | boisdale
steakhouses such as Smiths of Smithfields, Big easy and Sophie’s Steakhouse and
traditional establishments - the wolseley or the ritz.
there are several factors that contribute to Boisdale success and set us apart from
competitors in the tough london market:
• good reputation established over 23 years
• Super quality beef which does not come cheap but still is affordable
• Provenance - Scottish beef is perceived as superior to american or
argentine beef
• the full Boisdale offering and unique selling points; in addition to great beef we
serve fantastic shellfish, lamb, pork, fish, whiskies, cuban cigars and offer live
music which adds to the great ambiance
• Boisdale has a unique appeal and is not perceived as a chain despite having
three london outlets
‘‘
10 best steak restaurants in london as listed by Square Meal (november 2011)
Big easy, Boisdale of Belgravia, Buen air, gaucho Piccadilly, goodman,
hawsksmoore Spitalfields, Maze grill, rivington grill, Smiths of Smithfields,
Sophie’s Steakhouse.
BoiSdale of BiShoPSgate head chef neil churchill
Carnivore’s dream”
evening Standard
boisdale | 31
MANAGEMENT
AND
Boisdale Plc is a group that currently encompasses
the following companies: Boisdale of Belgravia,
Boisdale of Bishopsgate, Boisdale canary wharf,
Boisdale gastro inns ltd, Boisdale international ltd
and havana holdings guernsey ltd.* Boisdale Plc
has a successful track record in joint ventures and
co-branded business partnerships. with terence
conran and the conran group, the company
developed floridita which launched in london’s
west end in 2004 and in Spain with Sol Meliã in
2007. the Board of directors is fully supported by
operational heads of departments in charge of over
200 employees. Boisdale has a policy of developing
staff loyalty through a process of management and
paying above the industry average which results in a
very low turnover of staff and a relaxed rapport
between staff and customers. the employee training
encompasses many areas with a special focus on
team work, providing customers with an outstanding
experience as well as product knowledge, especially
when it comes to food provenance, whisky and cigars.
* for the corporate structure diagram
please refer to the appendix.
guy Monard, the longeSt Serving MeMBer of Staff with caMille laville, waitreSS at BoiSdale of Belgravia
the Boisdale international Management team includes:
Dag Palmer, Chairman: Boisdale Plc shareholder and
active investor for private family interests. track record
for backing successful early stage and growth invesments.
Background in corporate finance, tax and management
consultancy with KPMg, volvo and visa card.
Ranald Macdonald, Managing Director: he
established Boisdale as a wine merchant in 1985.
Boisdale evolved into the restaurant business which
started with six staff in 1989. Boisdale today employs
around 120 people and serves approximately 120,000
meals per annum. ranald and his wife Kate currently
own 51% of Boisdale.
Damian Riley-Smith, Director: damian joined
Schroder ventures, the uK’s first global venture
capital business in 1987, before moving to Britain’s
largest private magazine company, haymarket
Publishing, where he ran various divisions from 1990
to 1997. in 1998 he established his own business,
Paragraph Publishing, which publishes and manages
awards, events, magazines, books, customer magazines
and web sites in the drinks, travel and food sectors.
leading publications and web sites are whisky Magazine
and whiskymag.com, Scotland Magazine and
scotlandmag.com and worldbeerawards.com. the business also hosts the world’s largest series of drinks shows,
whisky live, now held in more than 20 cities worldwide.
STAFF
Andrew Macdonald, Director: ceo of havana
holdings ltd. after a few years in management consultancy with alexander Proudfoot inc, he spent the last ten
years overseas, initially based in eastern europe followed
by living throughout South america and most recently
the uSa. he spent a number of years working as a Project
director for Knox d’arcy assisting the chilean government in the diversification of the economy, later was
appointed latin american director for MaSt a consultancy company. he then became the americas ceo for a
canadian information technology company, jobshark inc.
Jackie Elliot, Brand Director of Boisdale
International: formerly Marketing director of rolex
worldwide and prior to joining rolex, an executive vice
President of Manning Selvage & lee, the global public
relations firms within the Publicis group. also, a chairman of the uK’s Public relations consultants association
(Prca) she now heads the corporate and marketing communications company, cathcart consulting, with clients
including tottenham hotspur and the gala coral group.
Barbara Widera, Marketing Director: over 10 years
marketing restaurants, hotels and private members clubs
including the conran group (opening of Mezzo and
Bluebird, london), hilton hotels (launch of aquasia complex at the conrad international in chelsea harbour) and
Soho house plc (opening of Soho house, electric house,
and Soho house new york amongst others).
boisdale | 33
MARKETING
MEDIA
AND
advertiSing and Pr
Boisdale receives a substantial amount of press coverage because it provides
diverse Pr angles for bar, restaurant, lifestyle, food, drink, travel and design media.
we have a good relationship with the local, national and some international press
and Boisdale jazz & cigar club has a long list of members many of whom are
journalists and enthusiastic ambassadors. relationships are developed with a small
number of key media calculated to reach customers of fine dining as well as jazz or
cigar enthusiasts.
in the uK Boisdale uses advertising tactically to draw attention to specific events
or seasonal activity. Public and media relations play an important part and would
be expected to provide the same useful exposure in other markets through reaching
out to press, magazine and broadcast commentators via a host of different activities
across a variety of different subjects such as whisky expertise, restaurant reviews,
wine tastings, events and listings and so on.
MarKeting toolS
the Boisdale jazz & cigar club and events: the Boisdale jazz & cigar club is a hub
around which revolve social lives of its members.
the club’s events - often three or four a month - introduce new, potentially high
profile individuals to Boisdale and provide an additional source of income at quieter
trading times (e.g. Monday nights). the Boisdale jazz & cigar club and events build
and encourage loyalty and provide sponsorship and partnership opportunities for
high profile drinks, food and lifestyle brands.
Boisdale events create an opportunity for press coverage and through them
Boisdale also reaches the membership bases of its other marketing partners:
Quintessentially (350,000 members), innerplace (3,000 members) and the
renaissance club (10,000 members).
34 | boisdale
exaMPleS of BoiSdale eventS:
Annual Events
• england vs Scotland rugby
calcutta cup
• the grand national
• the Boisdale derby
• the grouse dinner
• Boisdale Boules doubles
open
• valentine’s day
• havana cigar festival jaunt
• Burns night / week
• the great Scot award
Special Events
• Polo days
• golf days
• Sabrage parties
• charity auctions
Regular Events
• celebrity jazz guest Star evenings
• wine, Sherry, Port, champagne and cognac
dinners hosted by winemaker / producer
• whisky tastings hosted by master distiller
• fine chocolate tastings
• cigar dinners and tastings
BoiSdale ShoP – MerchandiSe
the current range of Boisdale merchandise includes: Boisdale labelled whisky
and champagne * cds of live Boisdale jazz recordings * Polo shirts and umbrellas *
cigar cases and humidors * china * Silver and glassware * wine * cigars
Since its inception in june 1999, the Macdonald Bar at Boisdale of Belgravia has
been home to some of london’s finest hot jazz performances recorded live for
posterity on Boisdale branded cds. the cds and other merchandise, including
branded whisky and champagne, proved to be an invaluable marketing tool as they
increased the Boisdale brand exposure, enhanced our image and led to opening of
new markets. Boisdale cds were also an effective tool in attracting sponsorship for
several special events including the annual jazz festival in august.
Boisdale clothing like caps, polo shirts and club ties help to foster a sense of
belonging amongst the Boisdale jazz & cigar club members and provide an
additional source of revenue; most of the sales take place online requiring little
administration, time and effort on part of the staff.
BoiSdale liMited edition highland Malt whiSKy waS
featured in aPril 2007 iSSue of wallPaPer* Magazine
weBSite & eMailS
the Boisdale website is a carefully constructed and targeted advertisement
designed to attract potential new customers as well as build awareness and provide
information and support for the existing clientele with up-to-date menus, wine lists,
current events, etc. (in-house managed). the website receives an average of 21,000
hits and 41,000 visits per month. visually appealing, fun, informative and easy to
navigate it acts as a genuine brand enhancement.
the website has a sign-up facility which is an excellent way of attracting new,
mostly younger, clientele to the company and provides valuable database and
statistics on how people hear about us. the website is a good direct sales tool offering
a shopping facility for purchasing Boisdale food, whisky and merchandise.
the event emails and online version of the Boisdale telegraph (the club
newsletter) reach over 18,000 people on the Boisdale database and 363,000 per
year on affiliated databases. the online newsletter is an effective reminder as well
as an excellent sales tool.
for many years Boisdale explored the opportunities of third party marketing
which resulted in establishing good working relationships with various companies
from top table, Square Meal and last Minute through credit card partners
including american express and centurion to lifestyle management companies like
10uK and Quintessentially. the tailor-made events, promotions and offers resulted
in reaching new audiences and providing additional revenue streams for Boisdale.
BoiSdale telegraPh
the Boisdale telegraph is a quirky bi-monthly vintage-looking newspaper
containing news, events information and articles on various subjects relating to food,
drink and entertainment. the newspaper fulfils several functions:
• it is the Boisdale jazz & cigar club newsletter
• it is a valuable sponsorship raising tool (the print & design costs have been fully
sponsored in the past years, six issues per year)
• it acts as a press release, enhances the company’s exposure and acts as
an advertisement
• the Boisdale telegraph serves as a members’ forum and effectively promotes
the club events and Boisdale merchandise
whiSKy
Boisdale serves its customers nearly 25,000 fine whiskies a year and the
restaurants and bars are where aficionados of fine whiskies gather. Scotch whisky,
along with champagne, is the ultimate aspirational and celebratory drink in the
world and Boisdale offers a perfect environment in which to enjoy it.
whisky has great marketing potential due to its universal appeal and
sophisticated image and it offers a perfect link into corporate activity through
tastings and events. it is increasingly appealing to new and younger markets
including women, mainly through being used in cocktails. as a spirit, it has a
peerless reputation for purity (malt Scotch whisky in particular) and its production
standards set a benchmark by which all others are measured. for example, malt
whisky can only be made from three natural ingredients - malted barley, yeast and
pure water and no distillery on Speyside (Scotland’s whisky region) takes the water
for distillation directly from the river Spey; it is sourced only from springs and burns
(streams) to guarantee the highest product quality. Boisdale has close relationships
with the whisky Magazine and the whisky live show both of which have a
worldwide audience and appeal as well as strong working relationships with the
most prestigious whisky brands, such as Macallan, highland Park and glenrothes.
the BoiSdale jazz and cigar cluB MeMBerS on their way to the ePSoM derBy 2006
boisdale | 37
‘‘
the johnnie walKer Blue laBel great Scot award 2011 at BoiSdale of canary wharf. annie lennox oBe
accePted the great Scot award for charity. lifetiMe achieveMent award went to Songwriter Bill Martin
(right). the event waS co-hoSted By the inaugural winner racing legend Sir jacKie Stewart (left).
Boisdale brings together
eclectic core elements that
are stirred by dedicated
staff and civilised clientele:
Scotland cigars, jazz with
fine food, whisky and wine”
the aBSolute BoiSdale Bloody Mary coMPetiton 2005
SPECIAL
RELATIONSHIPS AND
SPONSORSHIP
Boisdale has special relationships with many food, drink and lifestyle luxury
brands. these brands have provided sponsorship and support in the past in
the uK and we would expect these relationships to continue and evolve in
international markets.
Most of the associate brands (listed below) see Boisdale as the perfect
environment in which to experience their product and provide a direct
one-on-one interaction with customers.
associate brands:
ASSOCIATES:
PARTNERS:
MARTELL XO
PERRIER-JOUET
BERRY BROS. & RUDD
THE MACALLAN
HIGHLAND PARK
JOHNNIE WALKER
KETEL ONE
THE FAMOUS GROUSE
VEUVE CLICQUOT
CHARLES HEIDSIECK
40 | boisdale
POL ROGER
RUSSIAN STANDARD
ABSOLUT
FINLANDIA
YOUNGS BREWERY
DUNKELD SMOKED SALMON
HUNTERS AND FRANKAU
TAYLOR’S PORT
MAISON SICHEL
LOUIS LATOUR
ARDBEG
BAILIE NICOL
GLENMORANGIE
GLENFIDDICH
CHIVAS REGAL
DALMORE
JURA
WHYTE & MACKAY
BOWMORE
LAURENT-PERRIER
PERRIER JOUET
SCHWEPPES
HAVANA CLUB
QUINTA DE LA ROSA PORT
PLYMOUTH GIN
REMY MARTIN
COINTREAU
SCOTTISH COURAGE
BREWERY
WEST MINCH ORGANIC
SALMON
SALA HOT SMOKED SALMON
MCSWEEN HAGGIS
KEZIE HIGHLAND GAME
KALLIN FISHERIES
SUMMER ISLES FOODS
ROSSMORE OYSTERS
HABANOS
the BoiSdale encloSure at the ePSoM derBy 2007
KNOW HOW
SUPPORT FOR THE NEW BOISDALE PARTNERS
our experienced and knowledgeable team will devote the necessary time and
provide the required support for the partner to set up the Boisdale concept abroad.
the assistance will be given in the following areas:
Brand rights
operational brand manuals
Menu development, design and sourcing of the principal Scottish ingredients
whisky and wine list development, design, content and sourcing
restaurant / bar design layout
Sourcing original artwork
Sourcing antique fixtures and fittings e.g. panelling, chandeliers, stags heads, etc.
training
launch team and long term staff selection
jazz musicians
cigar or cuban cigar selection (in the uS after the embargo is lifted)
existing merchandise and merchandise development
Boisdale branded crockery, silverware, china and glassware
launch and ongoing marketing and Pr expertise
Pre-launch marketing and Pr activities are planned as follows:
• recruit members of the Boisdale jazz & cigar club – a number of founder
members with lifelong membership who will form the nucleus of the club and
members with an annual renewable membership, distribute welcome letters,
packs and membership cards
• Build awareness amongst the corporate clientele (third party promotions and
companies direct) and local businesses and community through a series of
sumptuous Scottish banquets, dinners, lunches and tastings focused on food,
whisky, cigars, wine and when appropriate, jazz (sponsored by the Boisdale
associate brands e.g. Macallan, veuve clicquot, habanos, etc.)
• introduce event organisers to Boisdale
• Prepare press releases and media packs
• include Boisdale in the main bar and restaurant guides: speak to editors and
reviewers and submit information on the venues.
• target local, regional and national bar, restaurant, lifestyle, food, drink, travel
and design media: newspapers, magazines, online publications, radio, television
for lifestyle features, reviews and profiles on Boisdale
• design and launch the local website
• Produce any relevant collateral
• design and launch an online newsletter
• Put together an annual calendar of sponsored events e.g. Burns night,
St. andrews day, halloween
• Plan a timeline of activities and sponsored club events e.g. tastings, dinners, jazz
concerts, etc.
Staghead, BoiSdale of BiShoPSgate
42 | boisdale
boisdale | 43
BOISDALE
HISTORY
legend has it that an early King of dalriada in the 7th century from whom the
clanranald’s directly descend created a contest between his two sons to decide which
would succeed him to lead his war - torn kingdom. they were taken to the banks of
a sea loch (lake) and each given a coracle (a small hide and timber boat) and a
simple paddle. the first to reach a sacred island in the middle of the loch was to be
his heir. the old king favoured his younger son and had sought with the race to find
a way of diverting the succession from his eldest son and natural successor. it was
a still, solemn and perfect day and on a shouted order the two young men began to
furiously make their way towards the island. as they approached the final distance
to the island’s rocky shore the eldest son began taking a lead and was clearly about
to win. at this point the youngest son took his dirk (short sword) from its scabbard
and in one swift movement hacked his hand off at the wrist and then taking his
severed hand in his one remaining hand hurled his dismembered hand at the island
to win the contest as the first to touch the island. Since that time the clanranald
crest holds a particular poignancy to those who are aware of the history.
there are two family mottos – gaelic and english. the english motto, “My hope
is constant in thee” was said by robert the Bruce, King of Scotland, to angus og
lord of the isles, ancestor of the Macdonald’s of clanranald at the battle of
Bannockburn on 22nd june 1322. robert the Bruce supposedly shouted these words
in the heat of Scotland’s most famous battle. angus og had promised his support to
the Scottish King; he arrived late in the nick of time at the head of his force of over
1000 men from the isles saving the day and ensuring Scotland’s greatest victory
over the english. it is tempting to imagine that the sentence uttered, which was to
became the family motto, might have been said after the battle in the comfort of
victory and that in the midst of the fighting with fortune seemingly turning against
him the Scottish King on seeing angus og may well have said something more to
the effect of, “where the …. have you been.” from that time the clanranald’s always
fought in the position of highest honour to the right of the King.
44 | boisdale
the clanranald family played an important leading role in the most romantic, but
ultimately tragic, chapter in Scotland’s history: the jacobite rebellion in 1745, which
culminated in the routing of the highland army at the battle of culloden in 1746. it
was the younger of clanranald who was one of the first to offer support, with 700
fighting men, for the young pretender Prince charles edward Stuart (Bonnie Prince
charlie), whose father james iii had ennobled clanranald as lord clanranald,
Premier Baron of the jacobite court. the Standard for the jacobite army was raised
at glenfinnan in the heart of clanranald territory. clanranald’s daughter, flora
Macdonald, became a national heroine when she, with phenomenal courage, helped
the young Prince escape the english hanoverian army during a series of daring
escapades, during the process of which she supposedly won his heart. a bounty of
£5000 had been placed on his head and execution was the penalty for anyone
discovered to have assisted him. Bonnie Prince charlie eventually made it to italy
and though he was the rightful King of england, Scotland and wales he was never
crowned charles iii. Sadly, although his adventures spawned hundreds of melancholic laments, he did not produce an heir. as a result, no more claims were made
against the hanovarian succession of 1715 and their descendents, the current royal
family, now speak english rather than german as their mother tongue. the vast
clanranald territories were sold by reginald george Macdonald, the sixth Baron
clanranald and 20th chief and captain of clanranald, for £240,000 in 1837 to pay
gambling debts incurred whilst a Member of Parliament living in london.
ranald Macdonald younger of clanranald, eldest son of ranald Macdonald the
24th chief and captain of clanranald, in 1988 conquered a small territory in
london (a few minutes walk from Buckingham Palace) without force of arms.
wielding great Scottish culinary produce and stunning malt whiskies as the
weapons of war to the sound of classic jazz (instead of the bagpipes) Boisdale is now
established as the embassy for Scotland within the capital of the united Kingdom of
Scotland, england, wales and northern ireland.
ranald Macdonald and BaroneSS thatcher
APPENDIX
Oyster Bar menu
Menu - reverse
A La Carte menu
THE DISTINCTIVE
DESIGN
MERCHANDISE - THE
BOISDALE
ONLINE SHOP
BOISDALE OF BELGRAVIA
15 eccleston Street, Belgravia
london Sw1w 9lx
tel: 020 7730 6922
fax: 020 7730 0548
[email protected]
BOISDALE OF BISHOPSGATE
Swedeland court, 202, Bishopsgate
london ec2M 4nr
tel: 020 7283 1763
fax: 020 7283 1664
[email protected]
BOISDALE OF CANARY WHARF
cabot Place, canary wharf
london, e14 4Qt
tel: 020 7715 5818
fax: 0844 871 8283
[email protected]
W W W.BOISDALE.CO.UK
LAMB AT HINDON
the lamb inn, hindon
wiltshire SP3 6dP
tel: 01747 820 573
fax: 01747 820 605
[email protected]