How we help
We help founders, CEOs, finance directors and F&B leaders answer the questions shaping their businesses - where to grow, where to invest, how to improve margins and what their operations need to deliver.
Hospitality & F&B Strategy Consultancy
F&B Strategy for Hospitality Businesses
We provide commercial and F&B strategy consultancy to restaurant groups, pub operators, cafés and multi-site hospitality businesses, helping them tackle strategic, financial and operational challenges.
From growth planning and operating models to menu profitability and board-level advisory, we help leadership teams make better commercial decisions.
Brilliant Brands We Work With
Our team combines commercial modelling, operator experience, consumer insight and food development. That means advice grounded in the numbers, the customer and what teams can actually deliver.
What our clients say
Trusted by leading restaurant, café and hospitality brands.
Client testimonial Ole & Steen
Leading the launch of Ole & Steen (Lagkagehuset) into the UK, I was looking for a strong food team to create and define a new food offer that complimented the high quality of our Danish baked goods.
Egg Soldiers were the standouts with their non compromising approach to quality, staff training and their out of the box creativity whilst having a clear commercial eye on how we could be fresh, new and truly stand out in the London food scene.
Top operators, couldn't recommend them highly enough.
Alastair GordonOperations Director - Ole & Steen
Client testimonial Loungers
Loungers undertook one of its largest and most ambitious projects ever and called on Egg Soldiers to help.
The resetting of our kitchens in terms of process, kit and standards was a mammoth task. The guidance, teaching and implementation was carefully curated and delivered; the results were game changing.
Loungers simply wouldn’t be the business it is today without the huge Back of House transformational project that Egg Soldiers was integral to.
Jake BishopCo-Founder - Loungers
Client testimonial Tortilla
Egg Soldiers came highly recommended, having worked with the Chilango brand for the best part of a decade. And they certainly lived up to their reputation.
The team went above and beyond in all aspects of the brief, and we would not hesitate in recommending them.
Megan Burton-BrownMarketing Director
Client testimonial EL&N
Egg Soldiers have been an invaluable partner in shaping our food philosophy, style, and operations since our early days.
With Elan Cafe's rapid growth and internal team development, we have gained confidence in our operations. However, we know we can always count on Egg Soldiers as trusted friends for support.
Their guidance has been instrumental in our journey, and we are grateful for their ongoing partnership.
Dan BoothHead of Global F&B & Development - EL&N LONDON
Client testimonial The Alchemist
Working with Egg Soldiers has really helped us to think differently about our offer. The team immersed themselves into our brand and sought out the latest food trends and techniques that worked for our business.
It absolutely isn’t a one size fits all approach. The experience is collaborative and we have really enjoyed the relationship formed working on our last two menu projects.
Jenny McPheeBrand Director - The Alchemist
Client testimonial Côte
The team showed remarkable attention to detail and a passion for the creative throughout. They guided us through every step with confidence and care, co-creating with our food team and delivering outstanding results that perfectly align with our food philosophy.
Toph and Stefan are both genuine experts, and I highly recommend them and their Egg Soldiers.
Steve AllenExecutive Chef - Côte Restaurants
Commercial & F&B Strategy
Commercial and F&B strategy services for restaurants and hospitality businesses.
From multi-site growth and operating models to menu performance, F&B strategy and board-level advisory, we help hospitality leadership teams turn commercial challenges into practical action.
01
Business Growth Planning
Building hospitality growth strategies for new and proven formats by assessing commercial performance and creating a practical model for multi-site growth
What this typically consists of
- Labour and productivity modelling
- Capacity and throughput analysis
- Site-level P&L reviews
- Central resource assessment
- Growth planning
What you leave with
- A growth plan covering the 3–5-year P&L outlook, multiple site profile targets, budgets and capex requirements
- A documented operating framework covering core standards, processes and systems
- The infrastructure to scale with confidence, not just ambition
02
Business & Commercial Strategy
Helping hospitality leadership teams improve commercial performance, F&B strategy, organisational effectiveness and strategic decision-making
What this typically consists of
- Commercial and financial modelling
- Feasibility studies and business cases
- Scenario planning
- Organisational structures and accountabilities
- Performance frameworks and KPIs
What you leave with
- Clear commercial recommendations backed by evidence
- Tested scenarios and investment options
- Defined organisational structures and accountabilities
- Commercial priorities and performance measures
- Practical implementation roadmap
03
Operational Strategy & Performance
Designing the operational models, systems and structures hospitality businesses need to improve productivity, performance and scalability
What this typically consists of
- Operating model development
- Labour and productivity modelling
- Capacity and throughput analysis
- Kitchen and service efficiency
- Cost-to-serve and operational economics
- Multi-site consistency and scalability
- Operational structures for growth
What you leave with
- A future-fit operating model with defined structures, responsibilities and standards
- A labour and productivity model aligned with trading patterns and capacity
- Recommendations to improve kitchen and service throughput
- A clear view of cost-to-serve and operational improvement priorities
- An implementation framework to support consistent multi-site growth
04
Menu & Margin Rationalisation
Simplifying complex menus to improve margin, operational efficiency and customer choice.
What this typically consists of
- Menu complexity and rationalisation
- Sales mix and dish profitability
- Menu architecture
- SKU/ingredient complexity
- Operational impact of the menu
- Margin improvement opportunities
- Customer and competitor analysis
What you leave with
- A business-level menu rationalisation plan
- A clear assessment of sales mix, dish profitability and margin opportunities
- Recommendations to reduce SKU and ingredient complexity
- A simplified menu architecture informed by customer and competitor needs
- A prioritised roadmap for menu changes that improve operational efficiency and profitability
05
Senior & Board-Level Advisory
Independent, founder-led F&B strategy and board-level advisory for hospitality founders, boards, investors and leadership teams making business-critical decisions
What this typically consists of
- Business strategy days
- Independent challenge and board-level counsel
- Quarterly planning sessions
- Business development objectives
- KPI and accountability reviews
- Leadership mentoring and coaching
- Fractional senior advisory support
What you leave with
- Confident, independently tested board-level decisions
- A fractional partner embedded in your business
- Quarterly to 3-year business plans
- Clarity and control over the growth of your business
One Team. Multiple Perspectives.
The strongest answers rarely come from looking at one part of a food business in isolation.
Egg Soldiers brings together expertise across Strategic Consulting, Commercial Strategy, Food Development and Insights & Creative.
That means we can build the right team around the problem.
01 A labour problem might actually be a menu problem.
02 A capacity problem might be a kitchen design problem.
03 A margin problem might be driven by complexity.
04 A great strategic idea isn't much use if the operation can't deliver it.
Senior experience behind the work.
Meet our wider team →Jon Green
Account Director - Commercial Strategy
Over 20 years in senior hospitality roles, including Managing Director at PizzaExpress International and Chicken Shop. Specialises in commercial planning, P&L optimisation and growth.
Stefan Cosser
Co-Founder | Managing Director
Formerly led the creative team at The Fat Duck Experimental Kitchen. Combines commercial thinking, strategic leadership and practical hospitality experience.
Toph Ford
Co-Founder | Creative Director
Previously Head of Food & Marketing at LEON and Head of Hospitality Product Development at M&S. Brings experience in food strategy, brand and concept development.
What our work looks like
From commercial models and growth plans to operational frameworks and menu analysis, our recommendations are grounded in evidence and designed to be used.
Commercial impact
Results that make a difference.
Selected commercial results from our work with hospitality brands.
+8%Year-on-year food sales
+1.4%Gross profit uplift
+12.5%Average transaction value
+8%Like-for-like sales
From Strategy to Execution
Unlike a traditional strategy consultancy, our involvement doesn't have to stop at the recommendation.
Our wider team can help turn strategy into concepts, brands, menus, products, operations, training and launch. We can be with you from that initial idea all the way through to launch and beyond.
Common questions
Commercial & F&B strategy FAQs.
A few practical answers about the businesses we support and what working with us can involve.
Who is Egg Soldiers' commercial strategy service for?
We support founders, CEOs, finance directors, F&B leaders and senior teams across restaurants, pubs, cafés, QSR and multi-site hospitality businesses. The work can focus on a specific challenge, a concept or a wider business.
How can you help improve restaurant or pub profitability?
We examine the factors shaping commercial performance, such as sales mix, dish margins, menu complexity, labour productivity, kitchen throughput and cost-to-serve. The aim is to identify practical opportunities to improve performance, based on the needs of the business.
Can you support multi-site growth and operational change?
Yes. This can include site-level P&L reviews, growth and investment planning, capacity and labour modelling, operating models and the systems needed to deliver greater consistency across an estate.
What will we receive from a commercial strategy project?
Outputs depend on the brief. They might include financial and commercial analysis, growth scenarios, operational frameworks, a menu rationalisation plan, performance measures or an implementation roadmap. The aim is to leave teams with recommendations they can use.
Can Egg Soldiers help put the strategy into practice?
Yes. Commercial strategy is one part of our wider food strategy and innovation work. Our team can also support concept, brand, menu and product development, alongside operational improvement, training and launch.