Consultancy

From napkin sketch to first service

We build restaurant and delivery brands for operators and investors: research, recipes, costing, identity, packaging, training and launch, in about 11 weeks per brand. Then we stay for the first 3 months.

Book a call See the plan

Three ways to work together

Pick how much of the kitchen you want to own

Hire us to build it, build it with us, or run our brands from the kitchen you already have.

Built for you

Brand consulting

Project-based. We build a new brand for you, or rebuild one that isn’t working.

You bring: The investment, the site, the team.
We bring: Concept, menu, brand, packaging, SOPs, training and launch.
Best for: Operators and investors with a site and a plan.

Built together

Joint venture

We co-invest and co-build a brand with you, with our own resources behind it.

You bring: Capital or a site, and a seat at the table.
We bring: The whole build, plus our kitchen, suppliers and people.
Best for: Partners who want skin in the game on both sides.

Our brands, your kitchen

Host a Pod

We develop and launch brands in your facility. You run the space and the service.

You bring: Facility, equipment and staff, set up on our advice.
We bring: Concepts, recipes, training, launch and ongoing support.
Best for: Kitchens with spare capacity, such as bakeries, cafés, hotels and cloud kitchens.

The build plan

An 11-week plan from discovery to opening

Every brand runs the same plan. Open any step to see exactly what happens in it.

8 stepsCore steps in 3 phasesConcept design, brand development, brand launch

3 monthsSupport after openingStep 8: weekly check-ins and menu tweaks

Months 6–12Optional audit windowStep 9: an audit between months 6 and 12 after opening

Concept designWeeks 1–4
1. 01Ideation and market researchWeeks 1–3Vision, benchmarking, trends, suppliers
  - Discovery sessions to pin down the vision, target market and goals
  - Global trend analysis and competitor benchmarking
  - Feasibility across dine-in, delivery and ghost-kitchen formats
  - Demographic and psychographic research on local diners
  - Competitor audits: pricing, menu structure, format, marketing
  - First supplier sourcing and vetting
2. 02Concept developmentWeeks 3–4Brand narrative, concept book, moodboards
  - Menu pillars defined
  - Moodboards for visual and culinary direction
  - Storytelling that sets the brand’s personality
  - A concept book ready for landlords and stakeholders
Brand developmentWeeks 5–9
1. 03Menu engineering and R&DWeeks 5–6Recipes, tastings, costing, suppliers
  - Chef-led R&D sprints for every SKU category
  - Formal tastings for flavour, presentation and commercial sense
  - Full costing: ingredients, supplier price comparison, margins
2. 04Branding and packagingWeeks 7–8Naming, identity, packaging, guidelines
  - Naming workshops
  - Identity: logo, colour system, brand guidelines
  - Packaging dielines for dine-in, delivery and bulk boxes
3. 05Menu documentationWeek 9Active menu, recipe cards, visuals
  - Sample and active menus with item descriptions
  - Recipe cards and ingredient specs
  - Photography and content for menu assets
  - Full supplier shortlist with logistics plans
Brand launchWeek 10 onwards
1. 06Staff training and set-upWeek 10SOPs, on-site training, stations
  - SOP manuals for prep, service, packaging and hygiene
  - On-site staff training
  - Station set-up
2. 07Launch supportWeek 11Opening, aggregators, first campaign
  - Operations planning and opening service
  - Delivery-app onboarding, promotions and compliance
  - Influencer campaign planning and content
  - Google and Meta set-up beyond the aggregators
  - Feedback systems from day one
3. 08Post-launch managementMonths 1–3Weekly check-ins, menu refresh
  - Weekly check-ins
  - Menu tweaks from real sales
  - Operational troubleshooting
4. 09Brand auditOptionalMonths 6–12Culinary, menu and operations audit
  - Full culinary, menu and operations audit
  - KPI analysis
  - Refresher training visit

Timeline for one brand. Opening service lands in week 11.

BADDIES packaging on a steel tray: a paper carrier bag, a lidded coffee cup and a burger wrapped in branded paper

Our own pod

Built on our own brand first

Pod 1American dinerOpening soon

BADDIES is our own diner, opening in Jumeirah Village Circle (JVC), Dubai. We built it the way we’d build yours: research, recipes and a 44-page brand book. We sell the process we trust with our own money.

A menu that flips at 5pm: bagels, eggs, pancakes and bottomless coffee by day; smash burgers, dogs, loaded fries and shakes after dark.
One box, two menus: the box folds inside-out for burgers, so there’s no second SKU.
Designed to flip, not duplicate: the sign, the light, the playlist and the apron all change with the menu.

Meet BADDIES

Our expertise

Michelin-level craft, high‑volume discipline

Menu R&D and concept incubation, central-kitchen design, cost and SKU engineering, SOPs, food safety and training. Pre-openings across Dubai’s leisure destinations and high-volume delivery platforms, and kitchens in Japan, Peru, Ibiza and elsewhere in South America and Europe.

Culinary

Kitchens include: The Meydan Hotel, The H Dubai, Aloft City Centre Deira, Madinat Jumeirah and Mina A’Salam.

Cuisines: Steakhouse, Seafood, Mediterranean, Arabic, Contemporary international, Nikkei, Italian and pizzeria.

Brand and design

Culturally resonant F&B brands, including Sweetgreen’s Middle East adaptation, the Hotbun revamp and the launch of Halapop.

We’ve developed 15 concepts, from street food to bakery boxes

For dine-in, delivery and ghost kitchens.

Smash burgers
Breakfast and bagels
Hot chicken
Wings
Shawarma
Manakeesh and wraps
Falafel
Chargrilled chicken
Mexican street food
Neapolitan-style pizza
Italian sandwiches and pasta
Gourmet cookies
Cinnamon rolls
Croissant boxes and coffee
Sushi and poke

Before you ask

A fixed fee per brand, scoped before we start

Something we haven’t covered? Ask it on the discovery call.

Ask us directly

How long does it take?

About 11 weeks from the first discovery session to opening service, per brand. We then stay involved for the first 3 months, with an optional audit between months 6 and 12.

How is it priced?

A fixed fee per brand, paid in stages against milestones. We scope it properly after a discovery call, so you know exactly what you’re getting before anything starts.

Who owns the recipes and the brand?

On a consulting project, once the fees are settled you get the rights to use your concept’s menus, recipes and SOPs. Joint ventures and hosted Pods are agreed deal by deal.

Do you buy the equipment?

No. We give you the equipment list and kitchen layout guidance, and point you to suppliers we trust. You buy directly.

Can you recruit my team?

We advise on staffing and refer people we know, and we train whoever you hire. We don’t act as a recruiter.

Do you only work in Dubai?

Dubai is home, and we work across the UAE and the wider region. Travel, logistics and accommodation are billed on top.

Discovery call

Start with the idea

A few lines is enough. We’ll come back to set up a discovery session, usually with a chef in the room.