egg soldiers case study
Big Penny :
Co-creating a defined food identity and menu strategy for one of London’s largest social venues
Co-creating a defined food identity and menu strategy for one of London’s largest social venues
Big Penny partnered with Egg Soldiers to reset and redefine its food offer – crafting a compelling food identity, operational framework and versatile menu system to reflect the brand’s values while serving at serious volume
Project Overview
As a hybrid space blending pub, entertainment and events for up to 1,400 guests, Big Penny needed a food offer that was fast, flexible and full of character.
Our challenge was to create a future-facing food proposition - rooted in community, seasonality and sociability – that could meet the demands of peak service, private hires and everyday dining, while standing out as a reason to visit in its own right.
Our challenge was to create a future-facing food proposition - rooted in community, seasonality and sociability – that could meet the demands of peak service, private hires and everyday dining, while standing out as a reason to visit in its own right.
Egg Soldiers x Big Penny:
Our Approach
Our Approach
Phase 1:
Defining a Food Identity That Fits
Defining a Food Identity That Fits
First, we focused on fully immersing ourselves in Big Penny's unique brand and business - a huge, multifaceted space combining hospitality, events and entertainment.
This included conducting a deep dive into site operations, guest occasions, brand values, competitor landscape and the current kitchen setup.
From this, we co-created a new food identity and vision rooted in Big Penny’s values - sociability, seasonality and sharing.
This work guided the design of a new menu suite, tailored to suit dayparts, occasions and customer groups.
We also delivered a detailed operational framework to bring the offer to life, including kitchen layout plans, team structure guidance, equipment schedules, prep and service models, and a recommended supply chain.
This included conducting a deep dive into site operations, guest occasions, brand values, competitor landscape and the current kitchen setup.
From this, we co-created a new food identity and vision rooted in Big Penny’s values - sociability, seasonality and sharing.
This work guided the design of a new menu suite, tailored to suit dayparts, occasions and customer groups.
We also delivered a detailed operational framework to bring the offer to life, including kitchen layout plans, team structure guidance, equipment schedules, prep and service models, and a recommended supply chain.
Phase 2:
Recipe Development & Dish Creation
Recipe Development & Dish Creation
Egg Soldiers and the Big Penny team then designed a food offer as varied as the venue itself - from mummy-and-baby yoga to Fight Nights and Musical Bingo.
We love a complex brief to nail, and our job here was to capture Big Penny’s home-style, sharing-led spirit while flexing between slow, convivial moments and high-energy, high-churn service.
The solution was a two-tier menu: a “Virtual Canteen” of beautiful plates for sharing (or not) to create a warm, convivial feel, alongside a line-up of crowd-pleasers - pizzas, burgers and salads - built for speed and consistency at peak times.
Over 70 dishes were created, each with a clear purpose, ensuring Big Penny’s menu combined operational smarts with soul, with the development outputs/process including:
We love a complex brief to nail, and our job here was to capture Big Penny’s home-style, sharing-led spirit while flexing between slow, convivial moments and high-energy, high-churn service.
The solution was a two-tier menu: a “Virtual Canteen” of beautiful plates for sharing (or not) to create a warm, convivial feel, alongside a line-up of crowd-pleasers - pizzas, burgers and salads - built for speed and consistency at peak times.
Over 70 dishes were created, each with a clear purpose, ensuring Big Penny’s menu combined operational smarts with soul, with the development outputs/process including:
- Multi-round tastings and dish iteration
- Full recipe spec creation with costings and photography standards
- Supplier sourcing and GP optimisation
Phase 3:
Training & Launch Support
Training & Launch Support
To ensure a confident and consistent rollout, we delivered a comprehensive kitchen and front-of-house training programme, which included:
- A 2-day, shoulder-to-shoulder BoH training for key staff
- FoH briefings with menu tastings and Q&A
- A ‘Train the Trainer’ cascade model to embed knowledge across teams
- Dish cards, SOPs and reference materials to support daily delivery
Big Penny: Testimonial
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Our track record for success spans multinational retailers, global QSR, manufacturers and F&B brands, delivering outstanding culinary narratives that reach consumers in a big way
Helping you turn your F&B vision into a successful reality.
Create the ideal, on-trend menu for your brand and kitchen.
An external, expert, fresh-eyes view on your hospitality business performance
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Partner with the food experts for longer term F&B strategy solutions
Cutting-edge food trend analysis to drive innovation and winning strategies for your business.
The perfect stimulus for honing focus and supercharging creativity
Unique food tours - immersive learnings, innovation thought starters and genuine 'eureka' moments
Comprehensive graphic design across both digital and print media.
Insightful research for a competitive edge in the hospitality industry
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