Dans le Noir ? Company:
From a small inclusive restaurant to an international project
Ethik Investment Group was founded in 2003 by Edouard de Broglie, a specialist and author about innovation and Social Responsibility. As an Entrepreneur, Edouard was successful on the IT and NTIC market and decided to reinvest its profits in a useful idea. He met many foundations all over Europe looking for a good fit. He finally met with blind foundations in France, Germany and Switzerland organizing dinner in the dark to raise awareness about disability.
The concept was originally developed in 1997 by Michel Reilhac in cooperation with Paul Guinot, a major blind foundation in France. As an ex-marketing expert for major communication groups as Young & Rubicam or Havas, Edouard immediately understood the high potential of the concept as a business useful for people. He proposed Paul Guinot foundation to set up a model for a profitable company employing a high percentage of visually impaired people.
A few months later, without any banks, investors, public or charity support, the first permanent private restaurant in the dark open in Paris, rue Quicampoix.
Success was really fast thanks to a huge national and worldwide press support for the venture and their clients did the rest with an intense word of mouth. Soon the restaurant will be booked up to two month in advance.
Dans le Noir ? expanded over Europe with permanent restaurant in London, Barcelona, St Petersburg, and all over the world with pop up restaurants in cities like New York, Bangkok, Riyadh, Nairobi, Geneva, Warsaw, …
As an independent group Ethik Investment / Dans le Noir ? is now expanding through different activities:
Dans le Noir ? Restaurant – Dining in the dark guided and served by blind people
Dans le Noir ? the Spa – Living a real moment of relaxation and well-being thanks to our professional blind masseur
Dans le Noir ? Sensorial Shops – Tasting in the pitch darkness high quality food selected by a team of sensory experts
Dans le Noir ? Blind Tasting Awards – The very first selection of sensory quality products based on blind tasting in the dark
Dans le Noir ? Otra Vista Social Club – Organize parties all over the world to mix people with difference through a brand new innovative concept.
Ethik Investment also develops a B to B expertise with 3 main departments:
Ethik Event – Events department with extensive expertises in blind tasting, other sensory experiences and inclusion of diversity
Ethik Management – Training and consulting to improve productive difference integration at work
Ethik Image – Communication through Social Responsibility and Difference / Strategic planning to transform social responsibility into a profitable business
The group has around 70 permanent staff members including management, not including franchises and temporary staff. 50% of our staff has a disability…but we prefer to say a difference as an opportunity!
After more than a million guests throughout our various experiences, Dans le Noir ? became one of the disability’s largest positive awareness experience in Europe and the world, and has remained a profitable and independent company since 2004.
“Even if New Zealand is very far from France, it is not a very different country culturally speaking! French and Kiwis share a lot of common interests such as wine, sailing and playing rugby… This was one of my old dreams: bringing pitch darkness to the All Blacks! In fact we are very proud to open the first restaurant in south pacific with Rydges Auckland. We were lucky to find here a great partner sharing most of our values.
I hope the restaurant will be as successful as in London and other cities where we are very famous. I think Kiwis are curious about taste and cuisine. I am also convinced that they are sensitive to social innovation and fair economy. Dans le Noir? is a fantastic environment to socialise with a more free and authentic communication, eradicating preconception and shyness. It’s a once life time experience. Like it or not … but come in and try it!
As we often say in our company: “A good experience is better than a long speech!”
Edouard de Broglie – Chairman Ethik Investment group – Founder of Dans le Noir ?