Kuuru
Client: Leylaty Group
Location: Riyadh, KSA
Date: March 2024
Cuisine: Nikkei
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Kuuru is a Japanese Peruvian concept that embodies an elevated casual atmosphere and is truly unique to the Saudi Arabian market. Kuuru’s aesthetics and the F&B offering have formed a unique and dynamic causal Nikkei concept that blends both cultures innovatively.
W Cairo
Location
Cairo, Egypt
Industry
Hospitality & F&B
Client
Accor
An F&B strategy and concept framework designed to position a new hotel within Cairo’s evolving dining landscape.
For the W Cairo, located in New Cairo, the scope covered market research, F&B strategy, concept development, and branding. The work spanned multiple venues—including lobby lounge, all-day dining, specialty restaurant, rooftop, and pool bar—defining the role, positioning, and identity of each within a new-build property entering a competitive market.
The challenge
Entering a fragmented and fast-moving F&B market without a clear benchmark for positioning.
From the client’s perspective, the difficulty was understanding where the opportunity sat within Cairo’s top-tier dining scene. The brief required more than a generic lifestyle positioning, it needed a grounded view of what local audiences respond to, how preferences differ across segments, and how a new hotel could structure its F&B offer accordingly, while leaving room for potential third-party operators.
The APPROACH
Reading the market through data, not assumption.
The work was built on an in-depth analysis of Cairo’s leading F&B venues, combining on-the-ground research with proprietary data to assess audience sentiment, preferences, and gaps in the market. This informed a cuisine strategy and the positioning of each venue within the hotel.
Pre-concepts and full concept documents were developed across all outlets, defining zoning, key features, and experience logic. The strategy also identified where third-party collaboration would add value within the mix. The final phase translated selected concepts into full branding, ensuring consistency between strategic intent and guest-facing identity.
HOW DID WE STRATEGIZE A PLACE THAT WORKS?
Market sentiment as a decision driver
Concept direction and cuisine strategy were informed by structured analysis of audience preferences, rather than trend-based assumptions.
Multi-venue clarity from the outset
Each outlet was defined with a specific role and positioning, avoiding overlap and ensuring the overall mix works as a cohesive system.
Built-in flexibility for partnerships
The strategy accounted for third-party operators from the beginning, allowing the property to integrate external brands without disrupting the overall logic.
THE RESULT
The project established a clear F&B framework for a new entrant in Cairo, grounded in how the market behaves rather than how it is perceived.
As New Cairo continues to develop, the structure allows the property to adapt its offer without losing its positioning.
