Concepts, menus & brands that perform

Case study 01

Marugame Udon UK

Fresh Sanuki udon casual restaurant — UK & Europe arm of a 1,500-site global franchise

Sites

8

Brief

Review the inherited Japanese menu and align it to the UK palate and aesthetic; create seasonal specials throughout the year.

Outcome

• Successful core & seasonal menu launch
• Created LFL dishes with wow factor for diners and social media
• Enhanced flavours to suit the UK palate whilst keeping authenticity
• Created interesting vegan dishes

Case study 02

Tiger & Rabbit (Sessions)

Food market, delivery and dark kitchens

Sites

—

Brief

Curate a unique-to-market casual Korean brand that works through a dark kitchen network for delivery and dine-in.

Outcome

• Successful launch through the kitchen network
• Two high-profile residencies
• 5★ reviews on Deliveroo

Case study 03

ONGGI — KellyDeli (Sushi Daily)

Korean QSR kiosk

Sites

Waitrose Bath (July 2025), followed by Paris

Brief

Design and create a fully operational Korean kiosk: menu design, concept, brand and SOPs.

Outcome

• Successful launch of the brand
• Margin stability for the franchise partner
• Low labour cost model
• Robust SOPs for UK & international roll-out

Case study 04

Kelly's Market — KellyDeli

Commercial transformation & franchise readiness

Sites

KellyDeli portfolio

Brief

Transform a loss-making company-owned concept into a commercially viable franchise proposition.

Outcome

• Created a profitable franchisable business
• Optimised recipe processes and streamlined SKUs
• Reduced supplier base and labour costs
• Stabilised cost of goods

Case study 05

Vagabond Wines

Executive Consultant Chef — May 2019 to October 2021

Sites

Multiple sites, including travel & Paddington

Brief

Lead culinary direction across multiple sites and redevelop the menu to support longer guest visits, lunch and dinner occasions.

Outcome

• Redeveloped lunch and dinner menu options
• Developed breakfast ranges for travel and Paddington sites
• Aligned food with the wine-led guest experience

Case study 06

Mamma Pastrama

Head of Food — May 2021 to August 2022

Sites

Modern American restaurant concept

Brief

Create a modern American food concept, develop the menu and lead its culinary delivery.

Outcome

• Concept creation and menu development
• Managed the head chef and kitchen team

Case study 07

Hey Bartender / The Clubhouse

Menu development & events — January 2023 onwards

Sites

On-site, delivery & events

Brief

Develop a food offer for on-site dining, delivery and events.

Outcome

• Developed and implemented taco, burger and canapé menus
• Adapted the food offer across service formats

Case study 08

Jinro × Honest Burgers

Korean soju drinks brand

Sites

—

Brief

Create a food-based collaboration between Jinro and Honest Burgers.

Outcome

• Successful LTO menu launch
• High social engagement
• Established Jinro in the UK market

Case study 09

Franklin & Sons

Drinks mixers and sodas

Sites

—

Brief

Create a food pairing workshop as part of the brand's advocacy programme for young bartenders.

Outcome

• Future template for further advocacy programmes
• Empowered up-and-coming bartenders
• Developed a bank of unique dishes and drinks for Franklin & Sons