A summary of the n+k approach to developing and implementing a new brand concept for the hospitality or food service industry.

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How to manage the realisation and
implementation of a new hospitality or food
service concept.
Contact us for a free consultation.
Michael Neuner – michael@neunerkennedy.com
John Kennedy – john@neunerkennedy.com
www.neunerkennedy.com

2. SCOPE.
neuner + kennedy (n+k) have a combined 45 years of hospitality and food service
experience that provides a huge bank of knowledge for:
i). Market research and financial feasibility studies.
ii). Brand concept development.
iii). Implementation and operations planning.
iv). Staff training and development planning.
v). Post-opening support with on-going consulting.
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3. Concept
delivery.
n+k
Roadmap.
On-going
consulting.
Staff
education &
training.
Project
expertise.
Phased
milestone
planning.
n+k 7x
“P’s”.
THE N+K APPROACH.
① n+k Roadmap to Map, Discover, Explore,
Evaluate, Manage & Deliver strategy.
② n+k 7x Operational “Ps” of Price, Promotion,
Positioning, Packaging, Place, Product &
People to deliver a concept.
③ n+k phased milestone planning & project
expertise to manage a project.
④ Post-opening consulting plus access to a
hospitality & food service education & training
programme.
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4. PHASED DELIVERY OF PROJECT MILESTONES.
Planning phase
Carry out a full financial feasibility and marketing study to help select the right
strategy for entry and development of your new concept.
Pre-opening
Support the realisation and implementation of a new concept, and prepare
management by developing and transferring the necessary know-how and skills to
operate and manage the project successfully.
Post-opening
n+k will deliver on-going consultancy services to help a company achieve it’s
objectives and provide access to educational tools and a staff training programme
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5. Scope of work,
budgets &
processes.
Financial
feasibility &
goals.
Brand strategy.
Organisation
structure.
Benchmarks &
metrics.
Job profiles &
training.
Training &
recruitment.
Operations. Roll out Plan.
MAP
DISCOVER
EXPLORE
EVALUATE
MANAGE
DELIVER
Business
Planning.
Research.
Situational
analysis.
Brand identity.
Commercial
strategy.
Concept
validation.
Brand
guidelines.
TYPICAL N+K DELIVERABLES.
n+kRoadmapUsen+k7xP’s
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6. N+K ROADMAP – MAP.
1. Stakeholders’ goals and objectives.
2. The decision making framework, process and milestones.
3. Operational budgets, procedures and guidelines.
4. Confirm financial and cost management procedures.
5. Sign-off financial feasibility studies and return on investment projections.
Working with key stakeholders MAP out the following key decisions:
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7. N+K ROADMAP – DISCOVER.
1. Customer and market research.
2. Prepare customer value proposition.
3. Competitor environment and situational analysis.
4. Preparation of a Business Plan, customer journey and decision mapping.
5. Propose new brand or concept attributes and strategy.
Identify the critical aspects of the project needed to DISCOVER success by
gathering key operational data and information:
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8. N+K ROADMAP – EXPLORE.
1. Establish benchmarks for staff and customer satisfaction metrics.
2. Customer purchase journey and level of service experience.
3. Job profiles and qualifications.
4. Job knowledge required, structured career path and training framework.
5. Agree appropriate business model for the concept after the business planning
process.
Review the working practices to EXPLORE what is needed for an
effective organisation:
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9. N+K ROADMAP – EVALUATE.
1. Concept validation through market testing.
2. Brand identity and visualisation discussion.
3. Rate, price or added value setting and valuation.
4. Budget and performance goals setting.
5. Present concept/product design documentation for approval.
Work through all the variables to EVALUATE the concept:
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10. N+K ROADMAP – MANAGE.
1. Organisation structure, search and recruitment of key staff.
2. Revenue, distribution, marketing and sales strategy.
3. Competitor benchmarking.
4. Preparation of the Standard Operating Procedures.
5. Development of the learning process and techniques.
Working with all the commercial principles to MANAGE the business:
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11. N+K ROADMAP – DELIVER.
1. Provision of Brand guidelines for communication, signage and graphical purposes.
2. Brand book for visual identity and tone of voice for delivery of a brand
experience.
3. Prepare operational team for opening of concept.
4. Set up business intelligence and on-going data analysis.
5. Ensure interaction and up to date content between the stakeholders of the
Standard Operating Procedures.
Provision of tools, standards and structure DELIVERED for pre-opening:
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12. STAFF EDUCATION & TRAINING PROGRAMME.
1. Training of executive team.
2. Development of the training manual.
3. Train the trainer for local training.
4. Source training programme content, processes and delivery framework.
5. Implement tools to assess students on progress and course suitability.
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13. ON-GOING CONSULTING SERVICES.
1. Asset management, ensuring best return on investment possible.
2. Review and evolve sales and marketing plans, and distribution strategy as
business develops.
3. Support business development strategy with creative marketing material to help
grow the pipeline of potential new sites for the concept.
4. Annual strategic performance reviews and brand audit.
5. Owner representations of the concept.
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We would love to hear from you if you need
support with a concept to be delivered on time
and to budget.
Contact us for a free consultation.
www.neunerkennedy.com
Michael Neuner – michael@neunerkennedy.com
John Kennedy – john@neunerkennedy.com