Our Hospitality Consulting Process

What can Fraser Consulting do for you? If you’re just getting started, we offer an 8-week New Concept Development Process that will ensure you are armed with the tools to move forward with your new venture, boasting a documented strategy created just for you. If you’re up and running, but not as profitable as expected, we offer a three-day Operations Assessment that will pinpoint improvements to your business and ensure its ongoing success.

01 Project Alignment

We begin by discussing your vision and ideas for the concept—including menu design, service model, desired launch location and decor direction—as well as your needs, budget and timeline.

02 Research

We then create a strategic list of competitive concepts to analyze on a Discovery Tour in either your home market or a saturated competitive market.

03 Discovery

Tour Together, we’ll spend a designated number of days on the Discovery Tour surveying the market and analyzing each concept. From ticket times to tableware, this detailed but collaborative process will illustrate best practices and failures. At this stage, we begin to understand unmet customer needs while also identifying opportunities in the market.

04 Strategy

In an all-day brand positioning session, we’ll distill insights and ideas from the tour while brainstorming your concept’s look and feel. Together, we’ll agree on strategies ranging from the menu shell and pricing to equipment needs and space requirements.

05 Documentation

Fraser works internally to produce the associated deliverables:

a) A Concept Book, rich with imagery, that brings to life your food and beverage strategy, facility direction, service approach, business goals, narrative journey of the guest and other details that will differentiate your concept.

b) A Financial Pro Forma to determine the financial feasibility of the concept, with a capital budget plan, breakeven analysis, real equipment costs based on the market and other key considerations for profitability.

c) A Business Plan, based upon the Concept Book and Financial Model, that outlines the market opportunity, brand culture, marketing framework, long-term growth plan and other crucial information for operating a viable business.

d) A Space Plan, a prototypical drawing with front and back-of-house space allocations and the number of desired seats, which will help determine suitable site locations and can assist with lease negotiations.

e) On an as-needed basis, we create a sales-focused PowerPoint deck that summarizes the above documentation for investors and landlords.