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F&B CONCEPTS • F&B PLACEMAKING

F&B CONCEPTS • F&B PLACEMAKING

FOOD & BEVERAGE PLACEMAKING

FOOD & BEVERAGECONCEPT DEVELOPMENT

FOOD & BEVERAGE PERFORMANCE & GROWTH

Home madefresh ideas

ConceptionalIntroduction

We are F&B Concept developers and

Performance & growth specialists

We love food and everything that has to do

with F&B challenges.

Or even better: we eat F&B challenges for

breakfast and love to solve them! That’s our

job and we re good at it.

Understanding and surprising you

and your guests

Our experience has taught us that a

good F&B concept consists of two main

ingredients: the head and the heart. The

head provides research, a logical way of

working, practical thinking and commercial

value. From all these, we gain greater

understanding. At the same time, the heart

gives us creativity, flavour, feeling, empathy,

the inexplicable, emotion, the human

factor. These add the surprise factor.

Together, they are irresistible, enabling us

to comprehend and delight you and your

guests by developing concepts that more

than justify your investment.

We are able to develop and implement

everything from one single concept or

formula (F&B Concept development) to

total concepts for complete F&B areas (F&B

Placemaking), within airports, amusement

parks, shopping centres, or wherever you

want them. We can help you with anything

from catering for a small group in a luxury

hotel restaurant to serving 1,000 people in

one hour in a huge F&B area.

Optimizing performance and enter

pathway to growth

The Food Service industry is characterised

by its extremely localised brand delivery

and financial performance. Companies

that operate within this sector are also in

search of an improved balance between

optimising their portfolio performance

and achieving growth through opening

new restaurants. That’s where we come

in. Together, we will work with you on

optimising the earning potential of your

existing portfolio, laying the foundations

for future growth and choosing the right

pathway to sustainable growth. While doing

so, we will keep a watchful eye on crucial

factors such as your sales results and the

number of restaurants you operate.

From appetite to satisfaction

You can be sure that we do everything to create the

perfect F&B concept solution. We work according

to our proven F&B Placemaking model© and F&B

Concept model©. Mixing the right ingredients (such

as products, preparation, design, materials, colour,

lighting, experience, music, smell, touch, taste, service,

prices, signage) for the perfect concept recipe, making

your guests want to stay and inviting them to return.

We make this available to the right audience at the

right moment with a made-to-measure offer.

As a true team captain, we make it happen from

analysis to implementation. So, if you work with

Conceptional, you can be sure that we do everything

to create the perfect F&B concept and place.

From brand promise to brand delivery

Every day in the Food Service industry, we take the

journey from brand promise to brand delivery and

back again. There is a need to add value to your brand

by giving it the right concept, communication, product

development, pricing, processes and everything else

it requires to give your teams on the ground a fighting

chance in their competitive environments. Every day,

your teams need to deliver on these promises. In doing

so, they must focus on exceeding guest expectations

while simultaneously managing their top- and

bottom-line performance. It’s a complex juggling act

that takes a lot of skill.

At Conceptional, we understand the complex

relationship between promise and delivery. We focus

with you on optimising the performance of your

existing portfolio to maximise cost efficiency and

stimulate brand performance. We re-evaluate your

brand and strengthen the basis for future growth by

looking at your organisational capability, processes

and materials. We also do a stress test and re-engineer

your current business strategy if necessary. After that,

we analyse all growth options and choose the right

pathway to sustainable restaurant growth.

That’s ConceptionalWe analyse, amaze and make it juicy…for you.

analyse. amaze. juicy.

We believe food deserves the best attention and care. We believe you and your guests deserve the best attention and care.

COMMERCIAL & CREATIVE

TEAM CAPTAIN

WINNER’SMENTALITY

EYE FOR DETAIL

Conceptionalvalues

HANDS-ON PERSONAL

That is why we want to develop F&B concepts and places that work.

Commercial and creative, that’s exactly what you can expect from us. We

always search for perfection in balancing these two ingredients. With

our hands-on approach, we make ideas come to life from analysis to

implementation. We become your partner and give you and your guests

the best attention and care.OWNERSHIP IMPACT

I C O N S

TA R G E T G R O U P S

MALL

I C O N S

TA R G E T G R O U P S

MALL

Airports / Shopping experience Food Service Concepts / LeisureHospitality & Catering / Education Fairs & Congresses

Markets

Travel Education Fairs &Congresses

Shoppingexperience

Hospitality& Catering

understand.surprise.yummy.

LeisureFood Service Concepts

1. F&B Concept development page 14

2. Process page 16

3. We offer you page 18

4. Portfolio highlights page 20

1. F&B Placemaking page 28

2. Process page 30

3. We offer you page 32


F&B Concept development

F&B Placemaking

1. F&B Performance & Growth page 40

2. F&B Performance process + offer page 42

3. F&B Growth process + offer page 48


F&B Performance & Growth

Cooking up concepts serving

satisfaction

F&B Concept development Introduction


Your customers are satisfied.

Your staff is enthusiastic about

the business. Your location

meets all your expectations. Your

investment is paying dividends. As

an entrepreneur you simply want

a good Food & Beverage concept

that ticks all the boxes.

We are keen to work with you and

your team to achieve the absolute

best result. Conceptional succeeds

in getting the most out of your

square meters, investment and

employees. The outcome is

a healthy long-term return. We

help you develop concepts and

formulas that more than justify the

investment and needs.

Usp’s

• From analysis to

implementation

• Years of (inter)national

experience

• Knowledge of (inter)national

trends & developments

• Team captain with access to

the best specialists

• The right mixture of creativity

and commerce

• Committed partner

Get the most out of your square meters.

Conceptional brochure | 14

F&B Concept development processOur proven Food & Beverage concept process guides us through different

stages of concept development. This gives you insight into budgets, what

needs to be done and time to anticipate upcoming activities.

From analysis up to

implementation

When developing or optimizing

your concept, we work with a

proven model. After the first

thorough analysis, we map out

the potential of your location. We

make sure the concept is based on

the agreed values and appeals to

all senses. Extensive briefing and

development of the functional

layout and design are followed

by the implementation phase

in which attention is paid to all

details. We believe that a hands-

on mentality is key to a successful

concept, so we are even prepared

to get your concept up and running

for you!

Concepts that appeal to sight, taste, smell, hearing and touch.

Most of the time, it starts with an idea, but we first need to understand you, the location and your guests. That’s why we start with an analysis.

1. ANALYSIS


Package 2

• Brief analysis current (P) (Q) (€) • Site Visit • GAP analysis (insights)

QUICK SCAN

Package 3

• Detailed analysis current (P) (Q) (€) • Site Visit • Conceptional Trend Card ®

Conceptional Score Card (KPI’s) • GAP analysis (insights) • F&B Concept plan

CONCEPT PLAN

Package 4

• Detailed analysis current (P) (Q) (€) • Site Visit • Conceptional Trend Card ® • Conceptional Score Card (KPI’s) • GAP analysis (insights) • F&B Concept plan • Indicative menu matrix • Capacity calculation • Kitchen lay-out and equipment • Preliminary and final design • Signage and communication • Concept manual

CONCEPT DEVELOPMENT

Package 1

• Coaching on director base

COACHMENU DEVELOPMENT • Recipe development in

collaboration with a chef

BAdd-on+

GUIDANCE IN SELECTING PARTNERS • Tableware/disposables presentation

material • Staff clothing • Marketing & PR • Visual Merchandising • F&B suppliers

CAdd-on+

AUDITING • Audit quality and finance

FAdd-on+

IMPLEMENTATION • Guidance kitchen suppliers • Guidance interior designer • Guidance signage & communication • Guidance start-up stage and launch

DAdd-on+

TRENDTOUR AAdd-on+

OPERATIONS • Operational planning • Operational manual • Bar, kitchen and restaurant support • Staff training

EAdd-on+We offer youBased on your specific needs and requirements we

can offer you a made-to-measure package.


PIT FOODCONCEPTAlbron

Breaking away from the standard

hospital Food & Beverage offerings,

Albron, together with Conceptional,

created the new food concept PIT

which focusses on healthy and

comfort food. When it comes to

food, PIT provides for the needs of

convalescing people. Right now,

the PIT concept is being introduced

throughout the Netherlands.

• Amsterdam Academisch

Medisch Centrum

• Zaans Medisch Centrum

• Rode Kruis Ziekenhuis

• ZorgSaam Terneuzen

Services


Implementation

Do you want to see more?Check conceptional.nl/cases for our latest projects.

LOUNGE 2AMSTERDAM AIRPORTHMSHOSTHMSHOST appointed Conceptional

to create new concepts for

Amsterdam Airport Schiphol,

tailored to international travellers

in Lounge 2, with the focus

on national and international

passengers.

STREET FOOD MARKET

Street food market eating, the new

food court concept, brings the

outdoor vibrancy of an urban street

food market indoors. When looking

at the markets of Amsterdam for

inspiration, it becomes apparent that

the market feeds the senses and lifts

the spirits.

CAFÉ COCO

The challenge was to blur foodservice

and retail. This creative process

evolved into an upmarket food

boutique, offering luxury chocolates

& champagne, a variety of bites and

different seating areas – a unique

viewpoint area where you can watch

aircraft arrivals and departures on the

runway.

AMSTERDAMBREAD COMPANY

The briefing was to create a

traditional bakery producing round

the clock. This creative process opens

our vision as to how we make bread

and its foundation is even based on

the centre of an authentic windmill.

Amsterdam Bread Co. offers fresh-

baked bread, topped with seasonal

products, a healthy breakfast, tasty

lunch or delicious dinner.

FRAMES BAR & BITES

The challenge was to blend travel

and culture into a unique bar

concept. This set the stage for

a centre-piece bar, offering an

international selection of wines, a

variety of bar food and different

seating areas. A multi-layered

travel and cultural experience in

cooperation with the Stedelijk

Museum Amsterdam.


BAKERY CAFÉ & DELI KITCHENAlbert HeijnAlbert Heijn is the largest

supermarket chain in the Netherlands

and owned by Ahold Delhaize.

Conceptional has been asked to

develop a concept which responds

to the blurring trend that combines

foodservice and retail. The two

modules are designed in a way that

they can be customized for each

store. The aim is therefore to surprise

customers in a dozen Albert Heijn

stores with great products from the

Bakery Café and the Deli Kitchen.

The Bakery Café is a welcoming place

at the entrance of the Albert Heijn

store where customers can enjoy a

cup of coffee and a sandwich either

before or after having gone shopping.

The Deli Kitchen features an extensive

assortment of salads, meals, pizzas

and grilled chicken to be eaten right

on the spot or to be taken home.

Services


Menu development


Services


Menu development Implementation

Operations

SPEYSJaarbeurs Utrecht

The Jaarbeurs is the place for

inspiration, motivation, activity and

facilitating valuable meetings by

connecting people, markets, dealers

and manufacturers. Conceptional has

been asked to create a food court

where people can eat, drink and

meet.

Speys eten & drinken is a fast, casual

food court - a place with the vibrant

colours of five food stations and open

show kitchens with canopies. This

creative process of dealing with peak

(lunch) times during events at the

Jaarbeurs and stimulating evening

hours in cooperation with cinema

Kinepolis opens our vision about the

set-up of the different food stations.

The concept foundation is based on

the history of the Jaarbeurs and looks

back at its origin of trading spices

and ingredients.


F&B PlacemakingIntroduction

F&B Placemaking

As a property owner or

entrepreneur you are constantly

looking for ways to increase

capture rates, enhance experiences,

create longer dwell times and, in

doing so, maximize rental income.

This demands placemaking for

which we make sure F&B plays its

part.

Placemaking focuses on the

target group’s needs and desires.

But what makes a space a place?

Places are normally community-

driven and it’s a case of ‘function

before form’. We always keep this

in mind when developing a new

F&B place. Who is your target

group, what do the surroundings

need to offer or what makes the

place unique? With the right mix of

different F&B concepts and brands,

together with other peripheral

activities, the right design and a

pleasant atmosphere, we create a

destination to aim for and spend

time in.

Usp’s

• Developing from

analysis up to realization

• Years of experience

in the international

foodservice market

• Speaking the language

of the operator

• Ensuring the right mixture of

commerce and creativity

• Keeping a close eye on

trends & developments

F&B increases dwell time.

From appetite to satisfaction


F&B Placemaking processOur proven Food & Beverage Placemaking process guides us through

different stages of F&B Placemaking. This gives you insight into what

needs to be done and time to anticipate upcoming activities.

From analysis up to

implementation

Most of the time, it starts with

an idea, but we also need to

understand you and your future

guest. That’s why we make a

thorough analysis of needs,

location, trends and developments.

In addition, we carry out feasibility

studies providing information

to scope the potential revenue

per square meter and indicative

commercial value.

We develop a Food & Beverage

masterplan based on positioning

(P), quality (Q) and commercial

value (€). We make sure we blend

the right mix of F&B brands and

concepts, layouts, other activities

and design. We plot the vision of

the place, the needs of the future

audience and all the requirements

of the operators.

To secure the F&B masterplan

implementation, we take care in

selecting the operators, making

them enthusiastic for leasing and

we are able to support them with

their concept by co-creating a

final design. Since we develop F&B

concepts ourselves, we speak the

same language. 1. ANALYSIS


Package 1

• Brief analysis current (P) (Q) (€) • Site Visit • GAP analysis (insights)

QUICK SCAN

Package 2

• Detailed analysis current (P) (Q) (€) • Site Visit • Workshop • Conceptional Trend Card ® • GAP analysis (insights) • F&B Vision

• Ambition

• General future indicative KPI’s • Principles F&B concept

F&B VISION

Package 3

F&B MASTERPLAN• Detailed analysis current (P) (Q) (€) • Site Visit • Workshop • Conceptional Trend Card ® • GAP analysis (insights) • F&B Vision

• Ambition

• Future indicative KPI’s per zone • Principles F&B concept

• Space planning • a.o. Schematic floor plan

• F&B concept and brand plan • a.o. Brand/concept mix proposal

• Design principles • Technical overview (E&W)

DESIGN GUIDANCE • Briefing to designer • Support designer

CAdd-on+

SUPPORT CONCEPT • Directing support concept tenants

(property owner)

• Concept development support plan (operator)

EAdd-on+

F&B LEASING • Principles head of terms • Negotiation with F&B brands / operators

DAdd-on+

ATRENDTOUR Add-on+

TRENDREPORT • Country, region and city

Add-on+ B

We offer youBased on your specific needs and requirements we

can tailor-made an appropriate package.


Located in the heart of the

Netherlands, Hoog Catharijne is the

largest and most popular shopping

mall in the country. To make it even

more attractive, Hoog Catharijne

is being transformed into a light,

futuristic shopping paradise

containing an amazing new Food &

Beverage area: City Square.

City Square is set to become the

place for shoppers, commuters, locals

and tourists alike to enjoy a drink or a

meal. Situated at the centre of Hoog

Catharijne and filled exclusively with

cafés, restaurants and other Food &

Beverage outlets, it is designed to

provide visitors with an environment

dedicated to Food & Beverage.

Services

F&B Masterplan

F&B Leasing F&B Design guidance

HOOGCATHARIJNECITY SQUAREKlépierre


Services

F&B Masterplan

F&B Support concept

MULTI SHOPPING CENTRESFood & Beverage masterplanMulti currently owns or manages

over 130 shopping centres, which

welcome more than 400 million

visitors per year. Conceptional

supported Multi with their vision on

food and set-up a Food & Beverage

masterplan for the following

shopping centres:

• St. Enoch Centre,

Glasgow United Kingdom

• Marmara Forum,

Istanbul Turkey

• Blanchardstown Centre,

Dublin Ireland

• Schuytgraaf,

Arnhem the Netherlands


DE EFTELINGKAATSHEUVELFood & Beverage activitiesDe Efteling is a landmark of

storytelling and a theme park to

wonder in a world of wonders. It’s

all about the customer journey,

from family to groups, experiencing

enchanting moments. Whether you

just want to have a drink or bite: in

the park you will find everything

from fast-food take aways to

medieval diners and tasty pancakes.

Conceptional supported de Efteling

with their Food & Beverage plans and

concepts.

CONCEPTS

• Polles keuken

pannenkoekenrestaurant

• Het Wapen van Raveleijn

restaurant

• Steenbok

• Casa Caracol

• Proeftuyn pluk de dag restaurant

FRESH & SUSTAINABLE

• Several F&B sites

Services


F&B Masterplan F&B Vision


From brand promise to

brand delivery

F&B Performance & Growth Introduction

F&B Performance & Growth

Whether you’ve got a start-up, a

scale-up or an established brand,

your concept and F&B operation

both need to perform equally well.

We also understand that many

complex and dynamic variables

– both strategic and operational –

affect each day’s results. Because of

this, we focus not only on financial

performance but also on the

performance of the operation itself,

the people who work for it and the

brand as a whole. And why? Because

all of these aspects feed in to that

one specific moment when the

promise made by the concept is

delivered to your guest.

Of course, for Food Service concepts,

visibility and accessibility are big

parts of the brand story and strength.

However, when growth is not based

on strong financial performance,

or if your concept, organisation,

processes and brand are not yet

scalable and robust, growth may be

impaired. Even worse, the sustainable

performance of your current

organisation may be threatened.

Aiming for growth may never be

an excuse for not optimising your

current performance.

Although we believe that

optimisation, strengthening and

growth form a continuous cycle

for a Food Service concept or F&B

organisation, we understand the

difference in focus that these require.

Therefore in our approach we make

the distinction between a Plan to

Win (F&B Performance) and Plan to

Grow (F&B Growth). Together, this

combination will deliver a sustainable

strong brand performance.


F&B Performance process Plan to win

Our Food & Beverage Performance process guides us through different

stages of F&B Performance. This gives you insight into what what needs to

be done and time tot anticipate upcoming activities.

From analysis up to successful

operation

We will work with you and

your team to optimise your

organisation’s current performance

by examiningall angles,

benchmarking performance

against targets, checking internal

and external best practices and

reviewing cross-market concepts.

We will work diligently to

strengthen the foundations upon

which you can build growth, and

set out the best options upon

which to base your growth strategy.

While doing so, we will evaluate

the different possible scenarios

in depth. If required, we can also

provide you with any additional

support and guidance to carry out

your plans.

The journey towards sustainable profitibility & growth.

1. ANALYSIS2. CONCEPTIONAL PERFORMANCE MONITOR & SCORE CARD

3. PLAN TO WIN MASTERPLAN

4. EBITDA BRIDGE, INCL. ZERO BASED BUDGETING

5. MULTI- FUNCTIONAL ACTION PLAN & IMPLEMENTATION

6. EMBEDDING PHASE

7. BRAND MONITOR & SCORE CARD UPDATE


Quick Scan current

F&B Performance

Package 2

QUICK SCAN

a.o. Site Visit and GAP

analysis

In-depth analysis current

F&B Performance

Package 3

BRAND MONITOR & SCORECARD

a.o. Performance Score Card (KPI’s)

Full analysis F&B

Performance, Potential

and Improvement Plan

Package 4

PLAN TO WIN MASTERPLAN

a.o. Overall Action Plan

& derived Management by

Objectives

Coach Management

Package 1

COACH

Coaching on

Subscription Base

Start-up support new

concept

START-UP NEW CONCEPT

a.o. Training &

Coaching on the job and Trouble

Shooting

Package 5 TRENDTOUR AAdd on+

BEST PRACTICES & BENCHMARKING STUDIES

BAdd on+

PLAN TO WIN STORE LEVEL CAdd on+

CORPORATE GOVERNANCE DAdd on+

AUDITS & REVIEW EAdd on+

KITCHEN INNOVATION FAdd on+

CONCEPT DESIGN INNOVATION GAdd on+

OPERATIONAL EXCELLENCE HAdd on+

PRODUCT & MENU DEVELOPMENT IAdd on+




From Plan to win to

Plan to grow


F&B Growth process Plan to grow

Our Food & Beverage Growth process guides us through different stages

of F&B Growth. This gives you insight into what what needs to be done and

time tot anticipate upcoming activities.

From analysis up to successful

operation

When it’s your organisation’s

ambition to grow, we will first look

at the conditions for growth and

how best to achieve it. To pursue

the F&B growth process we will

then investigate the best route to

take. All the insights we gain then

result in a clear Plan to Grow.

Getting everyone involved in the

development and implementation

of these plans is very important to

ensure that it will will be supported

by the entire organisation. We

work according the 'two-levels-up

and two-levels-down' principle.

This means that wee stimulate

active engagement from the entire

organisation. As part of your team,

we will then implement the agreed

plans and give you the assurance

you require that they are operating

correctly.

Optimize. Strenghten.Grow.

1. ANALYSIS2. CRITERIA DEFINITION & FEASIBILITY- AND MARKET STUDIES

3. SELECTED DEEP DIVES PREFERRED SCENARIOS

4. BUSINESS CASE & ORGANIZATIONAL STRESS TESTING

5. PLAN TO GROW MASTERPLAN 6. MULTI- FUNCTIONAL ACTION PLAN

7. IMPLEMENTATION & REALISATION


NEW COUNTRY ENTRY EXECUTION & SUPPORT

AAdd on+

CORPORATE GOVERNANCE BAdd on+

STANDARDIZATION PROCESSES CAdd on+

FRANCHISING DAdd on+

ACQUISITION STRATEGY (M&A) EAdd on+

SITE PIPELINE DEVELOPMENT FAdd on+

Quick Scan current

F&B Growth

Package 2

QUICK SCAN

a.o. Concept and Market

Tour & Visit

Package 3

GROWTH MASTERPLAN

a.o. Deep Dive Analysis

on Top Development Priorities

In-depth analysis

current F&B Growth

Package 4

NEW COUNTRY ENTRY PLAN

a.o. Set up New Country

Entry Plan and Partner Selection

Package 1

COACH

Coaching on

Subscription Base

Coach Management Full materialization of

F&B Growth




BURGER KING Food & beverage

activitiesWe have gained over 13 years of intensive

knowledge and understanding of the

Quick Service Industry a.o. from within the

Burger King International System. Both

supporting the franchisor organisation

in its international expansion, optimising

restaurant and franchise performance

whilst focussing on entering new

geographic markets setting up tailored

made brand execution plans as well as

executing a management buy-out of the

dutch business, strengthening its earning

potential and as a result maximizing

enterprise value followed by a successful

exit of the investor. In this a balanced

approach on performance over different

functional platforms has been pivotal in

achieving the required results.

Services

F&B Performance

F&B Growth


CAFÉ AMERICAINEden Hotels

Café Americain is located at

Leidseplein in the vibrant heart

of Amsterdam. In the fifties, the

restaurant was the place to meet with

each other, this has been transformed

into a modern restaurant with a

classic twist. Both the menu and the

Interior has been transformed with

Class & Classics as starting point.

The bar is the central point of the

new Café Americain, the heart of

the matter. The bar is a stage for her

beloved Amsterdam, with tastings

of local spirits and products. The

menu has been developed by star-

chef Peter Gast. The dishes are classy,

presented in a modern way and

prepared with local products and

ingredients.

Services


Menu development Implementation

F&B Performance

Do you want to see more?Check conceptional.nl/cases for our latest projects.Conceptional brochure | 54

analyse. amaze. enjoy.

Do you also believe food deserves the best attention and care in your foodservice or leisure company? Do you think that your guests deserve the best attention and care? Looking for a reliable, experienced business partner to develop F&B concepts and places that work? We at Conceptional are keen to discuss options in more detail with you. Let us understand and surprise you and your guests!

Conceptional B.V.A. Saturnusstraat 60, unit 60

2516 AH The Hague

The Netherlands

T. +31 (0)70 20 55 688

E. [email protected]

W. www.conceptional.nl

Interested?

F&B PERFORMANCE & GROWTH

www.conceptional.nl

concepts placemaking · to our proven f&b placemaking model© and f&b concept model©....

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