F&B Brand & Concept Development


Strategy development in F&B layout for a functional kitchen and bar.

CitizenM – International
Hospitality & catering

CitizenM is a disruptive hotel chain with “inspiring a new generation of modern travellers in the big cities of the world by offering an affordable luxury lifestyle” as its mission. The chain has implemented its own F&B concept within their hotels, called canteenM. To keep up with the ever-changing needs of the modern traveller, this concept has continually evolved throughout its lifespan. This means that the concept now sports a 24/7 barista coffee offering and that it offers all of its F&B services in one location. Conceptional has analyzed the current canteenM portfolio and has optimized the concept for future roll-out in new citizenM locations. To do this, the F&B strategy of the concept has been revitalized and standards have been created that will facilitate an effective and efficiënt roll-out to new locations. Lastly, Conceptional will guide the implementation of the optimized canteenM concept within future citizenM locations. 

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