Photo: jon.keane, Flickr
Moscow already has the Vogue Café, GQ Bar and Tatler Club.
Now, magazine company Condé Nast is looking to expand its magazine-themed restaurant business across Asia, the Middle East and Latin America, The Wall Street Journal reported. The move is part of the company's strategy to build its brands beyond print magazines, which have been suffering from drops in advertising.
"The idea involves only Condé Nast's international unit, so there are no plans for a Vanity Fair Café or a New Yorker Bar & Grill in the U.S.," says the Journal article. The licensing deal belongs to the company's international unit and U.S. magazines can reach their own licensing agreements for products, the Journal reported.
The company hopes to have one or two restaurants open in 2011 and as many as five per year after that, Jonathan Newhouse, Chairman of Condé Nast International, told the paper. At the top of the list are places like Hong Kong and Dubai. Istanbul and Kiev are also being considered.
In the beginning, Vogue and GQ will be the focus of the restaurant expansion, Newhouse told the Journal. Along with the restaurants comes a new division of the company, dubbed Condé Nast Restaurants, which will be based in Hong Kong.
"I think there's been a new openness in the entire organization to experimenting, trying new things, and I would say thinking about the business model in new ways," he was quoted as saying in the article.
The company's Moscow restaurant ventures -- the aforementioned Vogue Cafe, GQ Bar and Tatler Club -- have been a success.
"It's enhanced the image of our magazines in Russia," Newhouse said. "And we're convinced doing restaurants in the right way will strengthen the power of our brands [elsewhere]."