Away Resorts:
Menu Offer Review & Food Identity

Project Overview
How do you ensure you're staying ahead of the game with your food and drink offer?

How do you know you're planning correctly for the future when, right now, your current menu and overall operation seems to be 'working'?

That's where Egg Soldiers come in, with leading holiday park operator Away Resorts bringing in the team to answer the above questions directly with a 'fresh-eyes' menu offer & operational review of five of its sites.

From this, we were tasked with co-creating a new, defined food identity for the brand across these sites - an identity that would allow its food team to develop multiple menus for its target demographics over the coming years.
Egg Soldiers x Away Resorts:
Our Approach
Menu Offer & Operational Review
We began the project with a comprehensive review of the five Away Resorts sites and their respective F&B offers.

Our task was to dig deep into the current concepts and kitchen capabilities of each of the sites, immersing ourselves in the brand proposition and food strategies while assessing the target customer needs and occasions to be met.

Our insights and conclusions would form the bedrock of phase two - a food identity and strategy workshop with the client to co-create a best-in-class approach to the new offer.
Food ID & Strategy Workshop
Our immersive strategy workshop covered every focus area from our review stage, allowing us to isolate the best culinary routes for its concepts across sites, bolstered by key market and customer insights, producing an actionable and lasting food strategy.

Together, we identified the right mix of restaurant concepts per site, with a particular focus on what 'premium' looks like compared to a standard offer at an Away Resort location, and what its customers look for within this segment.

Our co-created food identity for the sites would act as guiding DNA for the operator when developing successful menus and new concepts - offers that play directly to the evolving food & beverage needs of its customers.
Client Feedback
  • Jim Hamilton, Head of Commercial Operations
    "Toph, Stefan and their Egg Soldiers are not only clear experts in their fields, but they have a brilliantly collaborative nature - something I really appreciated during the project.

    "Being guided is far superior to being told, and their food ID workshops worked wonders for us in terms of future concept strategies across the project sites.

    "We came away with genuine confidence in both the new food strategies and in the ways in which we might implement them. And for both, I have to applaud the Egg Soldiers team."
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