Selected thinking
Insight that drives decisions.
Short viewpoints, analysis and field notes from the work. One clear argument each. No essays, no jargon.
Research · White paper
The Breakfast Buffet Boredom Paradox.
Why a buffet holding more than 250 named dishes gets boring by day four, the mathematics of the hidden menu, and the playbooks for guests and for hotels. By Fadi Serhal.
The concept is not the strategy
Why beautiful F&B concepts fail without a demand thesis, and the three questions to answer before anyone opens a mood board.
Repositioning without renovation
The commercial levers available to operators when capital expenditure is off the table: narrative, F&B, service signature and channel mix.
Guest experience is an operating model
Experience programmes collapse when they live in marketing. They hold when they live in operations, with standards and measurement.
The boardroom test for creative work
A simple filter for hospitality brands: if the creative idea can't survive a commercial question, it isn't finished.
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