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METHODOLOGY

1 - MARKET INTELLIGENCE SURVEY

a) Context

  • Geographical

  • Historical

  • Business

​

b) Local trends & life styles

  • Culture & habits

  • Movers & shakers

  • Guest segmentation

  • Trends 3-5 Years

  • Local market gap

 

c) Global consumer trends

  • Local impact

 

d) Competitor analysis

  • Stand alone/hotel restaurants

  • Position mapping

  • SWOT analysis

  • Focus on hits & misses

 

e) Conclusion

2 - RECOMMENDATION

Behind the scenes:

  • Our local inspiration

  • Our global inspiration

  • Out of the box : the big idea

#1 PRELIMINARY STUDY ↘

1 - CONCEPT DIRECTION & VISION
2 - MASTER PLAN & ZONING

Per outlet:

  • Working name

  • Outlet positioning

  • Target market 

  • Interior design inspiration

  • Food & beverage orientation

#2 CONCEPT BOOK ↘

1 - CONCEPT DIRECTION & VISION
4 - TARGETED CLIENTELE
2 - GUEST EXPERIENCE

  • ​The story 

  • Spirit of place

  • Signature experiences

3 - POSITIONING USP

  • Keywords

  • Pricing

  • Capacity

5 - DESIGNER BRIEF

  • Guest segmentation

  • Profile

  • Guest segmentation

  • Profiles

  • Zoning / layout

  • Interior design: key components

6 - FOOD & BEVERAGE CONCEPT
9 - MARKETING

  • Culinary direction

  • Beverage direction

7 - OPERATIONS

  • Functional requirements

  • Service experience

  • Manning cast

  • OS&E direction

  • Kitchen design principles

8 - BRAND IDENTITY

  • Naming

  • Visual identity guidelines & logo

  • Signage

  • Uniforms

  • Menus

  • Marketing collaterals

  • Launch strategy

  • Digital strategy & social media

  • PR

#3 DETAILED CONCEPT BOOK ↘

1 - STRATEGY
2 - INTERIOR DESIGN ASSISTANCE

  • Pre-selection

  • Kick-off meeting

  • Concept design stage, including final layout

  • Schematic design, detailed design

  • FF&E final choice

3 - ASSISTANCE TO KITCHEN DESIGN

Comments on plan and equipments proposed:

  • For bar/beverage stations

  • For kitchens

4 - OPERATIONS

  • Recruitment assistance

  • Review budget and projections

  • OS&E final selection

  • Key tasting sessions

  • Training if needed

5 - MARKETING

  • Implementation

  • Production validation

  • Opening plan assistance

  • First year operation strategy

#4 CONCEPT DEVELOPMENT ↘

1 - CONSULTING

  • Strategy

  • Operations

  • Marketing

2 - MANAGEMENT
& LICENSE CONTRACT

#5 CONCEPT FOLLOW-UP ↘

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