EXPERTISE / 01
Concept & brand strategy
With perspective.
A clear point of view. A coherent food business.
THE CHALLENGE
Start with what
needs to change.
THE QUESTION
A new restaurant or food brand needs a sharper proposition.
A useful brief connects the immediate issue with the broader business context.
THE QUESTION
An existing business needs to reconnect its offer, audience and experience.
A useful brief connects the immediate issue with the broader business context.
POTENTIAL SCOPE
A connected set
of decisions.
01
Positioning & audience
Clarify who the concept is for, the occasion it serves and the difference it should make.
02
Concept architecture
Connect the core proposition to the format, offer and experience.
03
Guest experience
Consider the moments where the brand becomes tangible to a guest.
04
Launch priorities
Identify decisions to resolve before moving into execution.
THE WORKING BRIEF
Bring the context.
Build the conversation.
Useful inputs can include:
01 / Current idea, format and audience
02 / Business stage and locations
03 / Brand material or existing menu
04 / Goals, constraints and decision timeline
The final engagement, deliverables and timeline are agreed after the initial discussion.
ILLUSTRATIVE CONCEPT / SAMPLE CONTENT
See the format
in context.
A sample project story shows one way to organise the brief, decisions and outputs. It is not a completed Bobby Kapoor client project.
THE NEXT CONVERSATION
Let’s give the idea
a useful direction.
A concept, a menu, a venture or a new direction. Start with a conversation.