Marketing at Manchester United Cafe in Indonesia

January 11, 2009
Manchester United Football Clubs, one of the big four in The English Premier League has many extended business outside football competitions, such as merchandise, clothing and cafe.

Lets talk about The MU Cafe, in Paris Van Java Mall in Bandung, Indonesia, we can see one of MU cafe in Indonesia. This cafe is under licensed of Manchester United Food and Beverage (MUFB) is a Singapore holding company awarded the exclusive rights by Manchester United Football Club (“MUFC”) to own, operate, license and develop a chain of Manchester United restaurants & bar concept in Asia Pacific region. Territories include China, Singapore,Malaysia, Brunei, Indonesia, Thailand, Hong Kong, Taiwan, Korea, Japan, India, and the Philippines. These restaurant & bar outlets mark MUFC’s first foray into casual dining business on an international scale.

Our goal is to establish Manchester United Restaurant & Bar as a leading operator and license of casual dining restaurant and bar in the Asia Pacific Region.For our venture In Indonesia – PT Manchester United Food & Beverage, our major local joint venture partner is Mr Tomy Winata of the Artha Graha Group.

Marketing at The Cafe

Manchester United Cafe promoted a Food and Beverages beside any kinds about MU at the cafe, sometimes MU cafe invite many artist to opened the event (big match or champion league final). This all about marketing, MU cafe also promoted they stuff will a different style, uniquely, and branded football things like history of manager, players and MU moments.

  • Then, they’re so many question about using Manchester United Brand is only focus to Manchester United Fans ? maybe this statement will answer the question…
“We understand the natural indifference that an outlet using the ‘Manchester United’ brand may bring to some which is why our focus will not be just about catering to Manchester United fans, but delivering great service and food standards to our customers – something which both groups of people would definitely value as part of their experience at any food and beverage outlet,” Andy Yun, CEO for MUFB, said.
  • Why Indonesia?..
Mr Peter Draper said, “Manchester United is one of the most famous names in world sport with a fan following of over 70 millions..44.many of whom live in Asia. We hope that with the opening of MURB (Manchester United Restaurant and Bar) in Jakarta, football fans in Indonesia will feel even closer to English football and the Red Devils. We think the enthusiasm for this project in Jakarta speaks volumes for the dynamism of the Indonesian people and their love of football. We’re obviously delighted to have such a flagship for the Club in one of the world’s fastest growing economies.”

“Jakarta was the obvious choice for expanding in this region as we are confident about the prospects of Jakarta, being the capital of Indonesia, and the excellent growth prospects due to the rising affluence of its population. Our restaurant and bar will also present the local and international community here with a brand new experience in sports themed dining and live entertainment”, said Mr John Lim, MUFB’s Chief Executive.

Sources :
http://www.manutd-cafe.com/media/PT_MUFBPressRelease_17Jan2006.pdf

http://www.marketing-interactive.com/news/10202