F&B Placemaking Process

Our way of working

Our F&B Masterplans are based on positioning, quality and commercial value. We make a thorough analysis of needs, location, trends and developments, as well as carrying out a detailed feasibility study. To turn a space into a perfectly operating place, we support the leading architect in making his choices. To successfully implement the F&B Masterplan, we select enthusiastic operators. As concept developers ourselves, we speak the same language and can support them in creating a final design that serves to elevate your place.

– See our Placemaking projects – 

Quick Scan

The Quick Scan is a review of your current situation and available market research reports that helps to scope future F&B activities and developments. Conceptional reviews current plans for different components, including F&B areas, target audiences for each category, guest experience, as well as concept capacities, mix, seasonality and operational hours.

Feasibility Study

A comprehensive feasibility study is a key resource in making appropriate decisions on investment and future developments. Conceptional touches on the following topics: status of the F&B offer, potential F&B capture, needs of target audience, potential incremental F&B sales & income and (im)possibilities of the assets. These assessments inform the gap analysis, SWOT analysis and specific recommendations for your case.

F&B Vision & Strategy

We develop the F&B vision & strategy for your area. This long-term strategy serves as a guideline for all your F&B zones for the upcoming years. The final F&B vision plan is wide-ranging, giving guidance and direction for areas including ambition, positioning, concept anchors, concept direction and placemaking principles.

F&B Masterplanning & Space Planning

The masterplan is an overview of the commercial value of indicative proposed F&B brands and/or concepts for each service category. This covers number of restaurants, needed square meters (indoor and outdoor) and indicative infrastructure per location. Conceptional creates a matrix with indicative locations and surfaces of proposed brands and/or concepts. This includes an indicative schematic floor plan and needed infrastructure.

F&B Concept-Brand Curator & Leasing Support

We develop an initial F&B concept and brand mix based on positioning, quality and commercial value. We ensure the optimal blend of F&B brands and concepts that match the F&B vision and reach target groups. The matrix with locations and surfaces of proposed brands and/or concepts (preferred and 1 option) will be finalised based on final choices.

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