Accor Hotels launches millennial JO&JOE brand

JO&JOE is a vibrant living space, a home that is open to the external world and designed to meet the expectations of millennials and all those who value sharing, spontaneity and experience. JO&JOE rounds out the Group’s economy-brand portfolio, providing a made- to-measure solution for the vast international community of Millennial-minded trend- setters revolutionizing the market.

To cater to this new demand, JO&JOE aims to expand rapidly by opening 50 venues by 2020, with locations including Paris and Bordeaux (2018) as well as Warsaw, Budapest, Rio and São Paulo.

JO&JOE venues will take root in bustling city-center locations that are close to public transport and less than 15 minutes away from the major points of interest.

The project is an example of “excubation” led by AccorHotels’ Marketing Innovation Lab, which identifies, tests and shares customer- centric and disruptive solutions that can generate additional revenue for the Group. The JO&JOE brand is the result of a co- construction process with future guests, external experts, students, the shadow executive committee and AccorHotels teams, with the overarching aim of challenging conventions and imagining the future of hospitality, catering and social interaction.

The concept is designed to promote inter- action and foster positive community living thanks to common areas that are open to both the external and internal worlds. An integral part of neighborhood life, JO&JOE always has something going on, be it a concert, a yoga class or a DIY workshop. The JO&JOE team and the Townsters and Tripsters themselves help keep the venue active and buzzing, nota- bly thanks to the brand’s geosocial application, which helps bring people together.

Reflecting the Group’s overall strategy, JO&JOE’s catering is based on research and in-depth analysis into millennials’ aspirations. The result is an unconventional offering starting at €10 for a menu, with a focus on interaction, sharing and simple, healthy flavors:

• The bar is central to the JO&JOE social experience. Its unique design and high visibility from the street encourage local residents to join guests to enjoy a wide range of drinks, focused on a flagship product (wine, beer or cocktails), with a unique selection promoting local and craft products.

• Local, affordable craft cuisine delivers quality without the frills. JO&JOE offers a range of simple and authentic restaurant concepts with a warm atmosphere: grill, open flame barbecue, wok or wood fire pizzas.

• The collaborative kitchen offers guests a showcase for their culinary talents and a stage for sharing their best recipes. Guests wanting to keep their budget under control can use the space to cook meals, just for themselves or for a whole tribe.

Advertisements

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s