Like many people I want to learn more about artificial intelligence (AI). This post is part of a series where I experiment with AI tools, share what I build and learn. My hope is that these posts will create discussion around this transformational technology, its use cases and maybe even help others on their journey of AI discovery.
The focus of this experiment is to use AI tools to launch a fictional Texas BBQ restaurant called “Ember & Smoke” that is located in Kødbyen, Copenhagen's historic meatpacking district. I’ve used several tools including Claude, Midjourney, Gamma and Getimg to create the following:
We’re now in the era of the one hour business. To create these essential assets would typically take days or weeks, but AI created them in less than one hour. While today they’re not perfect, they’re a great first draft, and tomorrow the AI will be even better.
The Brief
This experiment showcases how AI tools can be used to conceptualize and launch Ember & Smoke, a fictional Texas BBQ restaurant set in Kødbyen, Copenhagen’s historic meatpacking district. The project explores the potential of generative AI to rapidly build a distinctive culinary brand that merges Southern U.S. barbecue tradition with Scandinavian design sensibilities.
From naming and brand identity to menu creation, visual storytelling, interior design, and digital presence, every element of Ember & Smoke is crafted using AI. The restaurant is imagined as a stylish, smoke-filled homage to brisket, ribs, and firewood, served in a minimalist, industrial-chic setting that reflects Kødbyen’s gritty charm and creative energy.
Targeting Copenhagen’s design-conscious food lovers and international crowd, this project illustrates how AI can help reimagine global cuisines through a local lens. Ember & Smoke is a case study in blending cultural authenticity with cutting-edge technology to launch hospitality concepts with speed, style, and soul.
Business Plan
Ember & Smoke brings authentic Texas BBQ to Copenhagen's vibrant Kødbyen district, creating a unique culinary experience that marries slow-smoked American traditions with Nordic sensibilities. By establishing a premium BBQ destination in Denmark's culinary capital, we will introduce locals and tourists alike to the rich, complex flavors of properly executed Texas-style barbecue while honoring the industrial heritage of Kødbyen's meatpacking district. Our concept bridges two distinct food cultures, offering a meticulously crafted dining experience where Texas tradition meets Scandinavian design and hospitality excellence.
MISSION STATEMENT
Ember & Smoke is committed to honoring the time-tested traditions of Texas BBQ while creating a distinctly Copenhagen dining experience. We pledge to maintain unwavering authenticity in our smoking techniques and preparations, sourcing premium local Danish ingredients whenever possible, and fostering a warm, communal atmosphere that celebrates both cultures. Every plate we serve aims to transport diners to the heart of Texas while remaining firmly rooted in Danish soil.
MARKET OPPORTUNITY
Kødbyen represents the ideal location for this concept, having transformed from a working meatpacking district to Copenhagen's premier food destination. The area's industrial architecture and rich meat-processing history provide the perfect backdrop for our smoke-centric concept. Market research indicates growing Danish interest in authentic international cuisine, particularly American food concepts that offer depth beyond familiar fast-food representations. The Danish market shows strong appreciation for craft processes and artisanal food production, aligning perfectly with the labor-intensive, craft-focused nature of authentic barbecue. With limited competition in the authentic American BBQ category, Ember & Smoke will fill a significant gap in Copenhagen's otherwise sophisticated food landscape.
COMPETITIVE ADVANTAGE
Ember & Smoke distinguishes itself through uncompromising authenticity rarely found outside Texas. Our competitive edge stems from:
Genuine 12-18 hour oak-smoking processes using custom-built smokers
House-developed dry rubs and sauces that balance Texas tradition with Nordic flavor profiles
Partnerships with local Danish farmers for premium, sustainable meat sources
An experienced American pitmaster working alongside Danish culinary talent
A unique beverage program pairing Danish craft beers with American whiskeys
Educational dining experience that tells the story of both Texas BBQ and Danish food traditions
SIGNATURE OFFERINGS
Our focused menu celebrates barbecue essentials executed with precision:
Dry-rubbed brisket, smoked for 14+ hours until perfectly tender
Massive beef ribs featuring Danish-raised beef
Succulent pork shoulder pulled to order
House-made sausages incorporating Danish pork traditions
Nordic-inspired sides like smoked potato salad with aquavit dressing
Danish craft beer selection and comprehensive bourbon list
Seasonal specials showcasing local Danish produce
DESIGN AESTHETIC
The 80-seat restaurant will feature a thoughtful blend of Texas smokehouse warmth and clean Danish design:
Exposed brick walls and original meatpacking district architectural elements
Custom woodwork featuring reclaimed oak from Danish barns
Open kitchen showcasing the smoking process
Industrial lighting fixtures and concrete floors honoring Kødbyen's heritage
Communal seating options alongside intimate tables
Outdoor seating area with custom fire pits for year-round use
FINANCIAL PROJECTIONS
Initial investment: 2.8 million DKK, covering renovation, equipment, initial inventory, and operating capital.
Year 1: 3.2 million DKK revenue, operating at 10% loss while establishing reputation Year 2: 4.5 million DKK revenue, breaking even by Q3 Year 3: 5.8 million DKK revenue, achieving 15% profit margin
Expected timeline to profitability: 18-24 months
MARKETING STRATEGY
Our approach will leverage Copenhagen's sophisticated food scene through:
Collaborative events with neighboring Kødbyen restaurants and food markets
Strategic partnerships with Danish craft breweries and distilleries
Strong digital presence with content focusing on our smoking process
Masterclasses and ticketed special events showcasing Texas BBQ techniques
Relationships with local food influencers and journalists
Participation in Copenhagen food festivals and cultural events
STAFFING PLAN
Our team will feature:
American-trained pitmaster as head chef
Danish sous chef with strong local connections
Six kitchen staff trained in BBQ techniques
Eight front-of-house staff focused on hospitality and BBQ education
Restaurant manager with experience in Copenhagen's premium casual dining sector
CHALLENGES & SOLUTIONS
We anticipate and will address several key challenges:
Ingredient sourcing: Establishing relationships with Danish farmers for consistent, high-quality meats that respond well to long smoking processes
Cultural adaptation: Educating Danish customers on Texas BBQ traditions while respecting local dining preferences
Seasonality: Developing winter-focused offerings and creating a cozy environment to maintain business during colder months
Regulatory compliance: Navigating Danish smoking regulations through proper ventilation systems and neighborhood relations
Work-life balance: Implementing shift systems that accommodate the 24-hour nature of BBQ production while respecting Danish work culture
Through thoughtful execution of this plan, Ember & Smoke will establish itself as Copenhagen's premier destination for authentic Texas BBQ, creating a unique culinary bridge between American traditions and Danish sensibilities.
Investor Deck
Competitive Landscape Analysis
DIRECT COMPETITORS ASSESSMENT
Copenhagen's American BBQ scene remains notably underdeveloped compared to other international cuisines. The primary direct competitors include War Pigs in Vesterbro, which offers American-Danish fusion BBQ but focuses primarily on craft beer with BBQ as a secondary offering. Their 'brewpub' positioning creates inconsistent BBQ quality and limited smoking techniques. MASH and Warpigs Brewpub serve American-inspired dishes but lack true smoking expertise and authentic techniques. Ribhouse CPH in Nyhavn targets tourists with commercialized, inauthentic American food at premium prices. The recently opened Smokehouse in Nørrebro offers some American BBQ elements but emphasizes Danish interpretations rather than authentic Texas techniques.
These competitors universally exhibit critical weaknesses: inadequate smoking times (typically under 6 hours versus Texas standard 12+ hours), over-reliance on sauce rather than dry rubs and smoking technique, and lack of specialized equipment. Most importantly, none employ genuine pitmasters with Texas training. Their price points range from moderate (225-275 DKK average check) to premium (350+ DKK), yet customer reviews consistently highlight authenticity concerns and value discrepancies.
INDIRECT COMPETITORS ANALYSIS
Kødbyen hosts several high-quality meat-centric restaurants that will compete indirectly with Ember & Smoke. Establishments like Fleisch and KØDBYENS FISKEBAR emphasize Nordic preparations of premium meats and seafood, attracting affluent diners seeking quality protein-focused meals. Their Nordic-focused flavor profiles and techniques differ fundamentally from our approach, though their price positioning (325-450 DKK average check) establishes the neighborhood's premium dining expectations.
Copenhagen's robust food hall scene, particularly Broens Gadekøkken and the new Kødbyen Mad & Marked, captures casual diners seeking diverse culinary experiences. These venues offer varied international cuisines but typically feature hurried service, compromised dining environments, and assembly-line preparation methods incompatible with proper BBQ. The surrounding Vesterbro neighborhood also features several international concept restaurants (Mexican, Korean, Middle Eastern) targeting cosmopolitan diners who actively seek global flavors but currently lack a dedicated, authentic American culinary destination.
DIFFERENTIATION STRATEGY
Ember & Smoke will distinguish itself through uncompromising authenticity that existing competitors cannot match. Our primary differentiation begins with specialized equipment – custom-built offset smokers that maintain precise low-temperature smoking environments for the 12-18 hours required for authentic results. This equipment investment alone creates a barrier to entry that casual competitors cannot overcome.
Our operational approach further separates us from competitors by marrying authentic Texas techniques with Nordic quality standards. While competitors offer Danish interpretations of American concepts, we reverse the equation – maintaining authentic Texan smoking methods while incorporating premium Danish ingredients and aesthetic sensibilities. The result delivers the true, complex flavors of proper Texas BBQ within a sophisticated Copenhagen dining context.
The combined experience of our American-trained pitmaster and Danish culinary team creates a unique "best of both worlds" proposition unmatched in the market – technical smoking expertise paired with Nordic hospitality excellence and ingredient knowledge.
MARKET GAPS & OPPORTUNITIES
Copenhagen's dining scene exhibits a notable gap in authentic, specialized international cuisine concepts executed with technical expertise. While the city embraces global flavors, it lacks destinations where international techniques receive the same devotion as Nordic culinary approaches. This creates an opportunity for Ember & Smoke to pioneer a new category of international technical excellence.
The Kødbyen district specifically lacks concepts that honor its meatpacking heritage through specialized meat preparation techniques, creating perfect alignment with our smoke-centered approach. Tourist data indicates international visitors increasingly seek "destination dining" experiences that are simultaneously authentic to another culture while remaining distinctly Danish – precisely our positioning.
The significant winter tourism gap presents an additional opportunity, as our warming, substantial comfort food offerings align perfectly with Copenhagen's cold-weather dining preferences.
STRATEGIC RESPONSE TO COMPETITION
Ember & Smoke will maintain competitive advantage through continual education about authentic BBQ processes, positioning this knowledge transfer as part of our dining experience. We will implement seasonal menu rotations featuring limited-edition cuts and preparations unavailable elsewhere in Copenhagen. Strategic collaborations with Danish producers will create proprietary meat options exclusive to our restaurant. Most importantly, we will invest in ongoing team development through annual Texas BBQ pilgrimages for key staff, ensuring our techniques remain authentic while our Nordic interpretations continue evolving to maintain our first-mover advantage.
Marketing Strategy
BRAND POSITIONING & IDENTITY
Ember & Smoke embodies the authentic craft of Texas BBQ through a distinctly Copenhagen lens—where meticulous smoking techniques meet Nordic design precision and ingredient quality. Our positioning centers on being "curators of fire and time," emphasizing the patience and expertise behind true BBQ. Our visual identity pairs raw, textural elements (charred wood, smoke photography) with clean Scandinavian typography and negative space. The brand voice balances educational authority on BBQ traditions with warm, unpretentious hospitality. We aim to forge emotional connections through shared appreciation for craftsmanship, time-honored traditions, and the universal pleasure of gathering around fire-cooked food—values that resonate deeply with Danish cultural sensibilities despite the cuisine's American origins.
TARGET AUDIENCE SEGMENTATION
Copenhagen Culinary Enthusiasts (40% revenue focus) Local food enthusiasts aged 28-45 with above-average disposable income seeking authentic international culinary experiences. They follow food blogs, Copenhagen food critics, and Instagram gastro-influencers. Messaging emphasizes smoking technique authenticity, pitmaster credentials, and unique Danish-Texan ingredient story. This segment values education about traditions and represents our highest frequency potential.
International Visitors (25% revenue focus) Primarily American, British, and German tourists seeking distinctive dining experiences that remain authentically Danish. They research via travel platforms and guidebooks. Messaging highlights the cultural fusion story and positions Ember & Smoke as a "must-try Copenhagen original" rather than familiar comfort food. Photography emphasizes Kødbyen's distinctive architecture alongside our food.
Copenhagen Business Community (20% revenue focus) Corporate diners seeking memorable client entertainment venues and group dining opportunities. They discover restaurants through business networks and corporate concierge services. Messaging emphasizes our private dining capabilities, shareable feast formats, and Danish business hospitality traditions enhanced through our unique concept.
American/Texas Expatriates (15% revenue focus) The 5,000+ American expatriates in Copenhagen seeking authentic tastes of home with sophisticated execution. They connect via expatriate forums and American-Danish cultural groups. Messaging emphasizes uncompromising authenticity with knowing references to Texas BBQ culture that create immediate credibility and emotional connection.
PRE-LAUNCH CAMPAIGN
Our three-month pre-launch strategy begins with an enigmatic "smoke signals" teaser campaign featuring atmospheric visuals of smoke throughout Kødbyen and targeted social placements. We'll establish a countdown installation with a live-streaming "smoke cam" of our first brisket test cooks visible from the street, creating intrigue among passersby.
Media relations begin with exclusive access for three key Copenhagen food journalists to our pitmaster training process and recipe development, generating anticipated coverage in Politiken's food section and Gastro Magazine. We'll host four invitation-only preview events: one for food media, one for neighborhood businesses, one for hospitality industry professionals, and one for Danish-American cultural organizations.
Pre-launch success metrics include email list signups (minimum 1,000), Instagram follower acquisition (target 2,500 pre-opening), press coverage quantity (minimum 8 features), and pre-opening reservation bookings (target 85% capacity for first two weeks).
DIGITAL MARKETING STRATEGY
Our digital presence focuses on visual storytelling across platforms with differentiated approaches: Instagram showcases behind-the-scenes smoking process videos and final plate presentation; Facebook features longer-form content about Texas BBQ traditions and Danish ingredient partnerships; TikTok offers "smoke hacks" and pitmaster personality content targeting younger audiences.
SEO strategy prioritizes both English and Danish content optimized for "Copenhagen BBQ," "American restaurant Copenhagen," and "Kødbyen dining" searches. We'll secure Google Business profile verification early with comprehensive information and 360° restaurant tours.
Email marketing segments communications between reservation confirmations (with pre-visit preparation suggestions), post-visit feedback requests, and a monthly "Smoke Signals" newsletter featuring pitmaster tips and special events.
We'll partner with Copenhagen-specific platforms (AOK.dk, VisitCopenhagen) while implementing a proactive review management system offering personalized responses to all Tripadvisor, Google, and The Fork reviews within 24 hours.
EXPERIENCE MARKETING & PR
Our in-restaurant experience maximizes shareable moments through tableside carving presentations, dramatic smoke-reveal cloches, and branded butcher paper wrapping. Each table features unique "conversation starter" cards about BBQ traditions, and servers deliver mini-education moments with each course.
Professional food photography adopts a consistent visual style emphasizing smoke, texture, and dramatic lighting. We'll create dedicated "Instagram corners" with optimal lighting and backdrops, while incentivizing user content through weekly features and a quarterly "Best BBQ Shot" contest with dining prizes.
PR strategy extends beyond opening to maintain coverage through seasonal menu launches, Danish-Texas collaboration events (featuring Texas breweries, musicians), and participation in Copenhagen Cooking & Food Festival with dedicated master classes. We'll develop collaborative events with Mikkeller brewing and other Kødbyen businesses that extend our reach into their established audiences.
LOYALTY & COMMUNITY BUILDING
Our "Smoke Ring" loyalty program avoids transactional point systems in favor of unexpected privileges—priority reservations, complimentary pitmaster's choice appetizers, invitations to new menu tastings, and quarterly butchery or smoking workshops. The program tracks visit frequency rather than spend, encouraging regular engagement over high-value occasional visits.
Community connections include monthly "Kødbyen Industry Nights" offering late-service for hospitality workers, participation in neighborhood association initiatives, and a "Smoke School" educational program open to local culinary students. Customer feedback collection occurs through brief digital surveys, with implementation updates communicated directly to customers who provided actionable suggestions.
MEASUREMENT & OPTIMIZATION
Core KPIs include customer acquisition cost by channel, reservation-to-visitor conversion rate, average check value, return visit frequency, and Net Promoter Score. Monthly marketing reviews will analyze performance against targets, enabling rapid reallocation of budget to highest-performing channels and messaging approaches. We'll implement A/B testing on all email campaigns and adjust social content strategy based on engagement analytics.
Brand Messaging Strategy
BRAND PROMISE
Ember & Smoke delivers authentic Texas BBQ transformed through Danish craftsmanship—where time-honored smoking techniques meet Nordic quality and design—creating a genuine cultural bridge that honors both traditions with equal integrity and respect.
CORE MESSAGING PILLARS
Craft of Time and Fire The foundation of our brand is rooted in the meticulous craft of traditional smoking techniques. We communicate the patience, expertise, and unwavering commitment required to maintain precise temperatures for 12-18 hours, emphasizing that true barbecue is defined by this devotion to process rather than merely a flavor profile or sauce.
Cultural Dialogue Our concept represents a meaningful conversation between two distinct culinary traditions. We present Texas BBQ not as an American import, but as a craft philosophy that finds natural resonance with Danish values of quality, simplicity, and respect for ingredients. This pillar frames the experience as cultural discovery rather than novelty or theme.
Elevated Authenticity We maintain unwavering commitment to BBQ authenticity while elevating the experience through Danish design sensibilities and hospitality standards. This pillar emphasizes that accessibility and refinement can coexist without compromising tradition, creating a sophisticated dining experience that remains true to BBQ's communal, unpretentious roots.
Ingredient Narrative Our sourcing philosophy connects Danish agricultural excellence with Texas BBQ tradition. We tell the story of how specific Danish ingredients respond to traditional smoking techniques, creating unique expressions that couldn't exist elsewhere. This pillar emphasizes our role in creating a distinctly Copenhagen interpretation of Texas BBQ.
BRAND VOICE & TONE GUIDELINES
Ember & Smoke speaks with the authority of a pitmaster and the warmth of a host—knowledgeable without pretension, passionate without preaching. Our voice balances reverence for tradition with openness to discovery, using straightforward language that occasionally reveals poetic appreciation for our craft.
Do: Use precise terminology when describing techniques ("slow-smoked for 14 hours over Danish oak"), speak with genuine enthusiasm ("we've been waiting since 4am to serve you this brisket"), and employ warm, inclusive language ("our table is yours").
Don't: Use clichéd Americanisms ("yeehaw, y'all"), overuse technical jargon without explanation, or adopt an overly formal, stiff tone that contradicts BBQ's communal spirit.
KEY BRAND NARRATIVES
The Patience Narrative We frame our cooking method as "the patient pursuit of perfection"—connecting Texas BBQ's time-intensive methods with Danish appreciation for craft and process. This narrative emphasizes that both cultures value transformation through careful attention and time, whether in furniture making or brisket smoking. This story appears prominently in our origin story and is referenced subtly throughout menu descriptions and server interactions.
The Craftsperson Exchange We tell the story of our pitmaster's journey from Texas to Denmark, and our Danish chefs' pilgrimages to Texas BBQ landmarks. This narrative emphasizes mutual respect between culinary traditions and showcases how techniques and perspectives were exchanged to create our unique approach. This narrative appears in staff introductions, website content, and is visualized throughout our space.
The Kødbyen Legacy We position our concept as a contemporary continuation of Kødbyen's meatpacking heritage. This narrative connects traditional meat-smoking preservation techniques with the district's historical purpose, framing our restaurant as both innovation and homecoming. This story is emphasized in location-specific communications and community initiatives.
STRATEGIC LANGUAGE FRAMEWORK
Key Terms to Use: "Slow-smoked" (not "barbecued"), "craft" (not "artisanal"), "Danish-raised" (not "local"), "oak-fired" (not "wood-fired"), "transformed" (not "cooked"), "Texas tradition" (not "American food").
Terms to Avoid: "Authentic American cuisine," "fusion," "cowboys," BBQ "sauce" (instead: "complement"), "fast food," "Southern."
Brand Playbook
Images of Restaurant
Website
Promotional Images
