CLIENT: Winkorp AG / Tyler Brûlé

 

BRIEF: To devise an international development strategy and operating models for the Monocle branded F&B operations located in London. Clearly define the DNA of each brand and establish the scalable aspects whilst maintaining the core integrity and brand values of Monocle’s publishing and media business.

 

STRATEGY: We worked directly with the Monocle directors and operational managers to create detailed Operations Manuals for all aspects of the business including recipe specs, design brief, SoP documentation, packaging and personnel specifications. A full commercial strategy was developed for business expansion including; territory analysis, operating partners, commercial & legal terms and brand books.

The brands were then presented, in person to a targeted selection of operators, department stores, hotel groups and property developers for inclusion in their establishments and portfolios.

 

RESULTS: The new flagship Monocle Café, Kiosk and Shop launched in May 2018 in Zurich and the first franchise retail store has been launched with operating partner Lagardere in Hong Kong airport. Plans are now underway to replicate that success in Los Angeles, Japan and Germany.