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How to launch a virtual F&B concept

In October, Branden McRill and his team at Philadelphia’s Fine-Drawn Hospitalitylaunched The Commons, a virtual food hall that allows diners to order from the group’s restaurants as well as three virtual concepts. From McRill’s earliest conversations with staff, The Commons took about six weeks to open. After brainstorming and determining the concepts, management coordinated with design professionals on branding, packaging, photography, and website design, the biggest upfront costs, according to McRill. Meanwhile, his kitchen team started recipe testing and the work of reconfiguring purchasing and receiving, storage, and hot lines.? Virtual concepts need to make sense within the context of existing operations, so they don’t…
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