For the stories, two strategic axes have been developed. The first is to promote interactions between the restaurant and the Internet to strengthen the links between the establishment and its community by creating content that lead users to give their opinion (votes, questions, etc.), organising contests and encouraging user-generated content.
The second is more one-sided: providing entertaining content incorporating the philosophy and humour of the restaurant using different concepts. Photo editing, offbeat employee introductions, the objective being to promote and reinforce the establishment's brand identity to its customers and its teams.