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This Pizzeria’s History is in 3D 这家比萨店的历程是3D的

Posted by Xiao Bizzle on 22. Jan 2011

Olav Kristoffer “Kro” Bauer has re-launched his new restaurant brand through an innovative space that gives its Beijing diners a taste of the West while keeping true to its grassroots origins. It's called The Kro's Nest. The design of Kro’s new restaurant provides a three-dimensional history of his company (life) through its varied multi-purpose sections. After mixing friendship with business and relying on oral agreements proved to be a recipe for disaster, Kro is now using his new investments to provide diners something new with his designs and concept. The restaurant itself grows up as you walk through it; just as the company (and the man) has matured over years of highs and lows. His story is the western entrepreneur in China's guide on what to do and lots of what not to do, but for now Kro focuses on how to eat in the meantime.

In May 2010, Olav Kristoffer Bauer’s career was dead in the water. His unscrupulous business partner had stolen his namesake brand; friends flew as fast as the money, except a loyal few; and bills were piling up.

His family back home was calling everyday to tell him to cut his losses and return to his home in the States. But, Kro (as he’s known to friends and family) says, “that felt like quitting to me. I thought to myself: I’ve worked to hard at this to run with my tail between my legs.”

So Kro got to work, compiling an experienced international restaurant management team and a group of reliable investors. With time on his side, Kro came up with expansive vision for the new Kro’s Nest. “I wanted the new Kro’s Nest to tell a story,” he explains.

With a small team of designers, Kro built up the new Kro’s Nest with a nod to its history. One of China’s first pizzerias, the old Kro’s Nest started near Bei Da, in Beijing's bustling college neighborhood. Years later, another Kro’s Nest sprung up in the central clubbing and nightlife center of Beijing: Gongti Worker's Stadium.

But with the split, these two plus another less well known branch opened in Bei Tai Ping Zhuang are no longer owned by Kro’s group. Kro marked the three restaurants as part of his losses when he and his Chinese business partner split this year.

Despite the bad blood, Kro didn’t want to erase the Kro’s Nest story. He built the new Kro’s Nest in a combination of its legacy and its future because, he says, “I’m proud of the trailblazing history of Kro’s Nest, and I’m proud of where we’re headed.”

The end result is a new independent restaurant with a story to tell. The prologue is the lobby, which is designed as a gaming area with arcade games and interactive multimedia. Kro left the ceilings unfinished and placed left-behind shipping containers to represent the work-in-progress stages of Kro’s Nest during its early Bei Da era.

The bar area is dominated by its DJ booth and stage for live music—a clear nod to the Gongti era. The dining area—with its glass ceilings, living tree, and spiral staircases enclosed in a mock “nest”—represents the new growth and the future of Kro’s Nest. This area defines Kro’s Nest’s new era: its heavy emphasis on encouraging positive business practices and community involvement by providing a clean, welcoming, and environmentally friendly restaurant.

Less than a year from being dead in the water, Olav’s bills are paid and his new restaurant is already in soft openings and preparing for the grand hard opening of its Xiao Yun Lu branch. “While providing a fun place was crucial to our business plans, we feel we are China’s first pizzeria: not just another place that has pizza on the menu, but a place where the importance on development and growth of our pizza flavors and our new pizza-related items are paramount,” says Kro. Regarding his previous business breakdown, Kro simply says, “I learned a lot of lessons on how to put together a business and how to conduct myself as a boss and business partner…obviously I plan to use these lessons now.”

The new restaurant is located in the San Yuan Qiao area, a developing business center outside the usual bustle of Beijing’s popular Sanlitun Embassy areas and CBD districts. About the new location, Kro’s Nest F&B Group’s VP of Sales and Market Communication explains: “being an American-style restaurant and with Kro and I being Americans ourselves, we saw being near the American embassy as something cool for our first flagship store of the re-hatched Kro’s Nest brand. This area is the future of Beijing, and with our design and marketing in the mix, it won’t be long before the competition catches on.”

ADDRESS:
The Kro's Nest  乌巢
Sanyuanqiao 三元桥

35 Xiaoyun Lu (Opposite Renaissance Beijing Hotel, next to Kou Fu Ju restaurant) Chaoyang District
朝阳区霄云路35号(国航大厦万丽酒店对面, 口福居旁)
Daily: 11am - 1:00am (weekdays) 2:00am (weekends)
NOTE: Kitchen closes 2hrs before restaurant (11pm weekdays, 12am weekends)
Tel: 8391 3131

奥拉夫-克里斯多夫”Kro”-鲍尔正在准备他那具有创意的新餐厅品牌重新开张,并将继续带给北京的食客们原汁原味的美式比萨。Kro新餐厅的设计理念通过各个多功能区域展示了Kro的公司以及他生活的成长历程。事实证明了将友谊和生意混为一谈并轻信于口头协议可谓后患无穷,Kro目前正在通过他的新投资向食客们展示他的新设计理念。走进餐厅刹那,映入眼帘的有如展示餐厅历史的回廊,你可以了解并感受到公司(和Kro本人)在经历了多年起伏之后的成长与蜕变。Kro的故事则也成为了在中国的西方创业者们的指南----什么该做,什么不该做以及如何品尝比萨。 

 中国,北京(乌巢比萨),2011121日。

2010年的5月,奥拉夫-克里斯多夫-鲍尔的生意搁浅,不择手段的生意伙伴盗用了他的同名品牌“乌巢(比萨)”。世态炎凉,除了为数不多的衷心朋友,大部分人瞬息间弃他而去,Kro负债累累。

Kro在美国的家人一天一个电话劝他及时撤手并返回美国,但是Kro(也正如他的朋友和家人所了解的一样)说,“那就等于是放弃。我自己和自己说:付出了这么多,不能最后就这么夹着尾巴灰溜溜地走了。”

于是Kro开始着手工作,集结了一个富有经验的国际化餐饮管理团队和一群可靠的投资商。随着时间的推移,Kro为新乌巢比萨规划出了更广阔的前景。他阐释到,“我需要新乌巢比萨来讲述一个故事”。

Kro和一组设计师一致同意在乌巢原有的历史上建立新餐厅。作为中国的第一家专业比萨餐厅之一,之前的乌巢比萨开在了北京繁华的学院区域北京大学附近,几年之后,另外一家乌巢餐厅跃然出现在北京夜店及夜生活的繁华聚集地工人体育场。

但是由于生意合作上的破裂,这两家分店已经不在Kro的旗下。Kro则把这两家餐厅归为今年与他的生意伙伴分道扬镳后损失的一部分。

尽管心中愤恨,Kro仍不希望抹去乌巢比萨的历史,新的乌巢餐厅涵盖了乌巢的过去,同时也预展了未来,因为他说,“我既为乌巢比萨所具有的开拓性的历史而骄傲,又为我们正在努力朝着的新的发展方向而自豪。”

最后的成果呈现了一个带有渊源的而又全新的独立餐厅。餐厅的前段是集街机电子游戏区和互动多媒体于一体的前厅,裸露的天花放置了废弃的集装箱仅以代表早期乌巢北大店时期的工程进行阶段。

吧台区域以现场音乐舞台为主,是对乌巢工体店的致敬。就餐区的玻璃天花,屋中树和旋转楼梯围绕成为一个模拟的“巢”---代表了新的乌巢比萨的发展与未来。这个区域界定了乌巢比萨的新时代:一个着重振奋、积极的经营手法,提供正当、热情的社会参与及提倡环保的餐厅。

  Kro提到,“建造一个有趣有特点的餐厅是我们经营规划的关键。我们是中国第一家专业比萨餐厅,并不只是名义上在菜单上提供比萨的店,而是一个以发展和创新我们的比萨口味及新式比萨类菜品为重点的餐厅。”基于他之前经营上的失败,Kro简单地说到,“通过这件事情我学到了非常多关于如何整合经营,如何作为老板协调自己与生意伙伴间关系等事宜,很显然我现在要吸取教训,将这些经验运用到新乌巢餐厅的经营中来。”

新乌巢餐厅坐落于三元桥地区,一个紧邻于繁华的北京三里屯使馆和CBD区域的新兴发展商业圈。关于餐厅的新址,乌巢世家餐饮管理有限公司的市场销售副总裁白伟谈到,“作为美国人开创这样一家纯美式风格的比萨餐厅,我们认为餐厅落址于美国大使馆周边非常有利于打造东山再起之后乌巢品牌的第一家旗舰店。这个地区是北京的新兴发展地段,通过我们的前景规划和市场定位,餐厅不久就会处于业内的领军位置。

ADDRESS:
The Kro's Nest  乌巢
Sanyuanqiao 三元桥

35 Xiaoyun Lu (Opposite Renaissance Beijing Hotel, next to Kou Fu Ju restaurant) Chaoyang District
朝阳区霄云路35号(国航大厦万丽酒店对面, 口福居旁)
Daily: 11am - 1:00am (weekdays) 2:00am (weekends)
NOTE: Kitchen closes 2hrs before restaurant (11pm weekdays, 12am weekends)
Tel: 8391 3131




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