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CLIENT: Intercontinental Hotels Group plc


BRIEF: “Define the future of IHG’s luxury and boutique F&B business”.

IHG identified an opportunity to better define, and  potentially re-invent their approach towards F&B for these two key brands;  InterContinental Hotels and Hotel Indigo, in a way that not only improved  the performance of this business line, but also drives the awareness and  perception of the brand.


STRATEGY: We carried out an in depth audit of the European estate for  each brand to identify the issues and get a clear understanding of what  needed to be done in order to fully answer the brief. The next stage was  to fully develop the concepts and philosophy for the F&B of each brand  and this was achieved working with WhatIf? Innovation. Also as part of the  solutions we advised on the Organization Structure for F&B Europe as  well as marketing, training and implementation management.


RESULTS: The project is now in full implementation with the  InterContinental in Berlin and Hotel Indigo Kensington being the first  hotels to have a complete overhaul of their existing F&B outlets.

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