Brand Tone

Sophisticated & Innovative

Brand Values

• •Culinary Excellence & Innovation
• •Exceptional Experience
• •Quality & Elegance
• •Warm Hospitality

Best Practices

• •Always Sell the View: The panoramic view is a primary, unique selling proposition. It should be mentioned or shown in almost all marketing communications. Phrases like "Dine above the rooftops," "Views as incredible as the food," or "The horizon is your backdrop" should be staples.
• •Lead with Sophistication: Use an elegant and evocative vocabulary. Words like "curated," "artfully prepared," "symphony of flavours," and "bespoke cocktails" will reinforce the high-end positioning.
• •Highlight the "Why": Focus on the benefit to the customer. Instead of just "Asian Fusion," write "Embark on a culinary journey through Asia." Instead of "8th Floor," write "An elevated escape from the everyday."
• •Embrace the Chef's Story: The chef's unique background in science is a powerful differentiator. Weave this into the narrative to explain the "innovative" aspect of the cuisine and build a personal connection with the audience.
• •Be Confident and Reassuring: Given the past closure, new copy should project stability and confidence. Use phrases like "We're back and ready to serve you" or "Your favourite table is waiting" to build trust and signal that the operational issues have been resolved.

Social Perception

The public perceives Milltower as a high-quality restaurant with excellent food, outstanding service, and an unbeatable view. It is seen as a desirable location for a special dinner or occasion. However, its reputation is also marked by recent, publicly-known operational struggles, specifically staffing shortages that forced a temporary closure. This creates a dual perception: a brand that delivers a premium product but has faced reliability issues.

Copy Examples

• •The best table in Thurgau is above the rooftops. Experience a sunset that melts into flavour. Our 360° panoramic view is the perfect pairing for Chef David Joh's innovative Asian-fusion creations. Reserve your journey to the 8th floor. #Melltower #Roggwil #SwissDining #PanoramicView #AsianFusion
• •Where Culinary Art Meets the Horizon. An unforgettable evening awaits. Discover the perfect symbiosis of taste, style, and hospitality. Book your table for a unique dining experience at Milltower. Reserve Now
• •A New Season, A Renewed Experience at Milltower. We are thrilled to welcome you back to the top of the kybun Tower. Chef David Joh has spent the season perfecting new creations that fuse tradition with innovation. Be the first to taste our new menu and enjoy the breathtaking views you've been missing. We are back, stronger than ever.
• •Milltower Restaurant | Asian Fusion & Cocktails in Roggwil. Elegant dining with stunning panoramic views from the kybun Tower. Experience unique sushi, dumplings, and craft cocktails. Book your table online today.
• •Elevate Your Next Event. Impress your guests with more than just a meal. Milltower offers an elegant ambiance, sophisticated Asian-fusion cuisine, and breathtaking views for your private party or corporate event. Let us make your occasion unforgettable.