Otto:
Food Concept & Menu Development
Project Overview
Otto was born from a vision for a new fast-casual restaurant brand in the UK, with the founders partnering with Egg Soldiers to develop a modern Levantine-inspired food identity built around a hero product—grilled chicken.
Egg Soldiers supported the team from concept to execution—shaping the entire menu in Stage 1 and bringing it to life in Stage 2 through development, training, and launch support.
The result: a distinctive, operationally-efficient offer designed for fast-casual success.
Egg Soldiers supported the team from concept to execution—shaping the entire menu in Stage 1 and bringing it to life in Stage 2 through development, training, and launch support.
The result: a distinctive, operationally-efficient offer designed for fast-casual success.
Egg Soldiers x Otto:
Our Approach
Our Approach
Immersion & UK Food Identity
Otto had already established early creative foundations, including brand visuals, interiors, and initial food ideas.
Our first step was to immerse ourselves within this early thinking—evaluating existing UK concepts and identifying the refinements needed to strengthen the brand’s competitive positioning.
We worked to align Otto’s brand vision with key customer profiles and dining occasions, ensuring relevance across day parts.
In parallel, we defined the guiding principles behind Otto’s food identity—setting a framework for menu architecture, storytelling, and differentiation.
Our first step was to immerse ourselves within this early thinking—evaluating existing UK concepts and identifying the refinements needed to strengthen the brand’s competitive positioning.
We worked to align Otto’s brand vision with key customer profiles and dining occasions, ensuring relevance across day parts.
In parallel, we defined the guiding principles behind Otto’s food identity—setting a framework for menu architecture, storytelling, and differentiation.
Menu Development & Operations
Through a series of hands-on workshops focused on food identity and menu planning, we co-created early-stage dish ideas, operational frameworks, and culinary guardrails.
These sessions provided the foundation for a scalable, chicken-led menu that captured Levantine flavours while remaining accessible to a wide audience.
Our chef team developed every aspect of the menu—from recipes and ingredient specifications to production methods and kitchen workflows.
We also produced a comprehensive suite of training materials and delivered in-person sessions with the Otto team, equipping them to execute with confidence and consistency from day one.
These sessions provided the foundation for a scalable, chicken-led menu that captured Levantine flavours while remaining accessible to a wide audience.
Our chef team developed every aspect of the menu—from recipes and ingredient specifications to production methods and kitchen workflows.
We also produced a comprehensive suite of training materials and delivered in-person sessions with the Otto team, equipping them to execute with confidence and consistency from day one.
Our Outputs
33 Launch-Ready Dishes
We created a bold, well-balanced menu of 33 items, each built to reflect Otto’s brand values and culinary vision.
From signature grilled chicken to vibrant sides and accompaniments, the range was designed to foster connection and ease of sharing.
Service-Ready Team
Otto’s kitchen team were fully prepared for launch, thanks to hands-on training and a complete set of recipe packs and operational documentation tailored to a high-energy, fast-casual environment.
Operational Foundations for Growth
We established clear operational processes and best practice principles to help Otto scale while maintaining consistency, efficiency, and quality—key to future site rollouts.
We created a bold, well-balanced menu of 33 items, each built to reflect Otto’s brand values and culinary vision.
From signature grilled chicken to vibrant sides and accompaniments, the range was designed to foster connection and ease of sharing.
Service-Ready Team
Otto’s kitchen team were fully prepared for launch, thanks to hands-on training and a complete set of recipe packs and operational documentation tailored to a high-energy, fast-casual environment.
Operational Foundations for Growth
We established clear operational processes and best practice principles to help Otto scale while maintaining consistency, efficiency, and quality—key to future site rollouts.
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