SYDNEY FISH MARKET

WHEN

March 2026

WHERE

Sydney Fish Market, Glebe, NSW

WHAT

As one of Australia’s most significant mixed-use hospitality developments, the new Sydney Fish Market engaged Spitfire Fox to provide an independent early-stage review of hospitality performance, supporting the broader planning objectives of the precinct.

The engagement combined precinct-level analysis with detailed assessment across selected food and beverage operators, providing an independent perspective on guest behaviour, venue positioning, hospitality performance and future strategic opportunities.

SERVICES

Hospitality Advisory & Performance Assessment:

• Precinct Hospitality Strategy
• Guest Experience Assessment
• Trading & Behaviour Analysis
• Hospitality Performance
• Commercial Recommendations

sydneyfishmarket.com.au

MONDRIAN GOLD COAST, VITALE PROPERTY GROUP

WHEN

Completed June 2025

WHERE

Burleigh Heads, Gold Coast, QLD

WHAT

Australia’s first lifestyle luxury hotel from the globally renowned Mondrian brand, celebrated worldwide for combining contemporary design with lifestyle-focused luxury. This iconic 24-storey dual-tower beachfront development comprises 208 luxury hotel rooms and private residences, blending visionary architecture with immersive, design-led spaces set against the vibrant, eclectic backdrop of Burleigh. The vibrant dining precinct features a lively all-day Italian restaurant, a lobby bar, a seafood restaurant, and an 25 metre resort style pool club, and 20 striking event spaces across four levels, while an innovative bio-wellness spa and striking event spaces capture the dynamic spirit of Burleigh.

SERVICES

Luxury hotel opening with multiple F&B offerings: full service hospitality strategy pre-post launch and project management – engaged as owners representative across all areas of the F&B space.

• Project Management & Delivery Oversight
• Commercial Modelling & Financial Forecasting
• Operational Advisory & Systems Setup
• Organisational Structure & Senior Team Recruitment
• F&B Direction, Product Strategy & Menu Development
• Menu Engineering & Pricing Strategy
• Experience Design & F&B Program Curation
• Development of Operational Processes & Guest Journey Touchpoints
• Training Matrix & Staff Onboarding Material
• Entertainment & Venue Activation Programming
• Strategic Brand Execution – Experience, Operations & Performance
• Post launch service refinement

mondrianhotels.com/gold-coast

25 HOURS HOTEL – CENTRAL ELEMENT

WHEN

Work Completed February 2023 and December 2024

Project currently under construction

WHERE

Paddington, Sydney

WHAT

Market & commercial studies completed for leading Australian property developers Central Element.

Paddington’s West Olympia Theatre is in the midst of an incredible transformation, evolving into Sydney’s 25 Hours Hotel. The hotel will boast 110 luxurious guest rooms, a breathtaking rooftop bar, a serene central courtyard, eclectic restaurants and cafes, live music facilities, a bathhouse for relaxation and wellness and ground floor retail.

SERVICES

Market assessment, commercial forecast & review:

• Market assessment and competitive set for four brands
• Commercial forecast for each venue, consolidated 5 year P & L, SWOT analysis
• Commercial feasibility review, brand positioning and price point review
• Commentary on existing assumptions and forecast

centralelement.com.au

SHOREDITCH HOUSE

WHEN

2013 to 2014

WHERE

Shoreditch, East London

WHAT

Part of the exclusive Soho House brand, this multi-level operation is comprised of a 26 room hotel, gym, barber, rooftop restaurant, swimming pool and events spaces, along with multiple drinking and dining offerings within this private members club space.

SERVICES

Oversaw a sizeable refurbishment program of the members club and back of house areas with significant repositioning of the brand and values:

• Advised on the design and layout of the restaurant, kitchen and bar spaces, played a key role in project managing the build.
• For the re-opening, conducted recruitment, training, member liaison, sat on membership committee and revamped all operational systems.

sohohouse.com/houses/shoreditch-house

PREFECTURE 48, AZABU GROUP

WHEN

Completed October 2024

WHERE

Sussex Street, Sydney CBD

WHAT

Every corner of Prefecture 48 reflects a commitment to showcasing Japan’s authentic cultural essence on a global platform. From the buzzy energy of the Robata grill at Ibushi, savouring rare whiskey amidst exquisite art in Whiskey Thief, to the theatrical  Kaiseki experience at Garaku, impeccable patisserie at Dear Florence, sushi at Omakase and modern European dining at Five – the groundbreaking dining precinct is a thriving showcase of premium F&B, Japanese culture, art and innovation.

SERVICES

Large-scale, exclusive dining precinct opening with six venues: full service package collaborating with owners, F&B Director and project team as an end to end solution across pre-opening and build, through to execution of concept to launch:

• Market assessment, commercial forecast & review
• Experience design, and concept development with project team
• Operational project manager on all elements across the critical path from design, build and brand to financials and strategy, delivery of all service, workflow and product elements, to development of operational processes and systems, covering the entirety of the project.

p48.com.au

SANA, MEDITERRANEAN FOR EVELEIGH

WHEN

January 2025

WHERE

South Eveleigh Precinct, Sydney

WHAT

Fast-casual Mediterranean eatery set within Redfern’s vibrant South Eveleigh precinct – where work, retail, and community intersect.

‘Sana’ translates to ‘healthy’,’well’, and ‘to heal’ and while the name means many things, they are about all just one – simplicity. Sana prioritises whole foods and fresh ingredients to deliver well-rounded bowls and rolls that are as good for you as they taste. Real food for real people with zero boring bits.

SERVICES

Market assessment, Commercial modelling, F&B Concept Development:

• Market analysis, benchmark context, insights, opportunity
• Brand strategy & positioning
• Concept development
• Commercial feasibility review, business modelling
• Design & Operational Services, Menu tasting & engineering, Recipe costing

sanamediterranean.com.au

EMBR

WHEN

2020–2022 (Hospitality & Brand Strategy, Concept Development)
2025 (Launch Support & Advisory)

WHERE

Moama, Regional NSW

WHAT

EMBR was developed as the signature casual dining venue within the Moama Bowling Club hospitality precinct. Inspired by the glowing embers of a wood-fired oven, the concept reinterprets Italian hospitality through a distinctly Australian lens, combining Neapolitan pizza traditions, seasonal produce and an open kitchen designed around theatre, generosity and everyday connection.

SERVICES

EMBR was delivered through a close partnership between Spitfire Fox and Tushae Design. Spitfire Fox led the hospitality strategy, brand strategy, venue concept development, F&B strategy, operational planning and technical advisory for EMBR, while ensuring the concept aligned with the wider hospitality vision for the Moama Bowling Club precinct. Tushae Design led the creative execution and implementation of the visual brand identity across graphic design, menus, signage, uniforms, website and guest touchpoints.

• Market research & immersion with Tushae Design
• Brand strategy and positioning
• Hospitality strategy
• Naming with Tushae Design
• F&B concept and menu development
• Guest experience & operational planning
• Design collaboration and technical advisory
• Kitchen & service design advisory
• On-site launch support and advisory
• Pre-construction-phase design review & approvals
• Brand identity, graphic design, menus, signage, uniforms, website & brand implementation by Tushae Design

embrmoama.com.au

ALAND – ARCHIBALD

WHEN

Work Completed April 2024, Project currently under construction

WHERE

Gosford, Central Coast, NSW

WHAT

Mixed use development featuring luxury apartments, a 130 room Voco Hotel, and six F&B venues. Comprised of a ground-floor public bar with pizzeria and pasta bar, a signature restaurant on level five and the Central Coast’s highest rooftop bar on level 28, along with a swimming pool with swim up pool bar on outdoor podium level, multiple events spaces and state of the art gym.

SERVICES

Market Research and Immersion with brand partner Squad Studio:

• Alignment: R&D, Alignment on project, Workshops
• Vision & Objectives: Defining vision & success metrics for the project
• Assessment: Floor plan, Operational assessment & insights
• Data research: Gap analysis, Competitor analysis
• Market research: Demographics, Place & Cultural Context, Audience groups, Opportunities & Risks
• Market Positioning: Identifying opportunities to satisfy an unmet market need using insights gathered from research

Brand Development Scope with brand partner Squad Studio:

• Brand naming across five outlets
• Brand messaging and narrative collaboration

archibaldbyaland.com.au

WILDERGREEN

WHEN

2020–2022 (Concept Development)
2025 (Launch Support & Advisory)

WHERE

Moama, Murray River, Regional NSW

WHAT

Wildergreen was developed as the cornerstone hospitality destination within the Moama Bowling Club masterplan. Inspired by the Australian landscape, it brings together garden dining, wood-fired cooking and outdoor gathering spaces to create a relaxed destination designed for year-round visitation and community connection.

SERVICES

Wildergreen was delivered through a close partnership between Spitfire Fox and Tushae Design. Spitfire Fox led the hospitality strategy, brand strategy, venue concept development, F&B strategy, operational planning and technical advisory. Tushae Design led the creative development and implementation of the brand, including the visual identity, graphic design and rollout across guest touchpoints.

• Market research & immersion with Tushae Design
• Hospitality strategy and precinct concept development
• Brand strategy and venue concept development
• Naming with Tushae Design
• F&B strategy and menu development
• Design collaboration and technical advisory
• Kitchen & operational planning
• On-site launch support and advisory
• Brand identity, graphic design, menus, signage, uniforms, website & brand implementation by Tushae Design

wildergreenmoama.com.au

HARVEY’S HOT SANDWICHES

WHEN

Completed December 2020

WHERE

Parramatta Square, Western Sydney

WHAT

Influenced by milk bars and authentic retro diners of the 50’s, 60’s and 70’s, the interior design, memorabilia and art posters deliver an unexpected, modern expression of the era. Rolls are made hot to order, generously filled and pack a punch with hearty bold flavours. Signatures, classic favourites, salads, sides and soda’s make up the menu.

SERVICES

Fast-casual restaurant opening: full service package collaborating with owners as an end to end solution across pre-opening and build, through to execution of concept to launch and post open:

• Concept and brand development with client and agency
• Project lead on all operational elements from design, build and brand to financials, procurement, delivery of all service, workflow and product elements, to training and recruitment covering every detail across the entirety of the project.

harveyshotsandwiches.com