egg soldiers case study

BrewDog:
Elevating the fresh beer pioneer's distinctive food identity

BrewDog partnered with Egg Soldiers to redefine its food offer - supporting the brand’s drink-led concept with a dynamic, scalable menu and bold culinary direction

Project Overview

Egg Soldiers was brought on board by BrewDog to help evolve its food menu in line with its distinctive brand personality - disruptive, independent and unapologetically bold.

With venues ranging from iconic bars to local taprooms and food-focused pub formats, the project called for a strategic, segmented approach that would honour the BrewDog DNA while unlocking new revenue opportunities through food.

Egg Soldiers x BrewDog:
Our Approach

Stage 1: Defining the Food Vision

We began with a full immersion into the BrewDog world — its venues, customers, operations and food offer - through data analysis and site visits across the UK and Ireland.

This gave us the insight to guide a series of collaborative workshops with the BrewDog team.

Together, we established a clear and ownable food identity and supporting menu architecture that could flex by site type, customer occasion and daypart.

We aligned every element to operational capabilities, branding, and the primary goal of enhancing the drink-led experience.

Stage 2: Bringing the Menu to Life

With strategy and structure in place, we moved into creative development - translating BrewDog’s new food identity into a suite of deliverables designed for real-world application across the estate.

Across this stage, Egg Soldiers and BrewDog's culinary team co-created:

20 bespoke recipes, capturing ingredients, prep methods and serving guidance
Batch recipes to support kitchen efficiencies and scaling
Finalised menu names and dish descriptors aligned to BrewDog’s brand tone
Plating photography and serveware recommendations to maintain visual consistency

All recipes were designed with commercial performance, craveability and operational practicality in mind, supporting everything from burger joints to food-led pub venues.

Stage 3: Training & Implementation

To ensure a smooth rollout, our development chefs led a programme of on-site support—delivering "shoulder to shoulder" training with front and back-of-house teams.
These sessions focused on:

Dish builds and recipe consistency
Plating and serveware presentation
Embedding the new menu identity in service culture

The result was a confident and skilled operations team ready to deliver the new food offer at scale, without compromising the character that makes BrewDog so distinctive.

Client Feedback

"BrewDog was ready to take its food offer to the next level and needed a partner who could challenge, create and deliver - Egg Soldiers did exactly that.

"From redefining our food identity to developing killer dishes and training our teams shoulder to shoulder, they handled every phase with clarity and energy.

"The impact on both the customer experience and internal confidence has been huge. Also, genuinely great people to work with!"

Martin Keith, Managing Director - Brand & Customer at BrewDog Bars