Concept development

We will forge that creative path with you developing fresh and competitive concepts that stand the test of time.

We support you to develop your vision from inception to execution, as whatever you dream of – it needs to be relevant, it needs to connect with the market and it needs to stand out.

We guide you throughout F & B masterplanning, assessing the market, reviewing feasibility and refining the brand & concept into a solid business and growth proposition. We stay ahead of the trends, are bold, imaginative and breathe life into every element, creating exceptional culinary experiences and brands.


  • Context & market analysis
  • Food & beverage direction
  • Signature programming
  • Experience – music, uniforms, OS & E
  • Zonal & spatial planning
  • Operational considerations
  • Brand level F & B guides
  • Program / amenity strategy

F & B execution

  • Culinary development
  • Beverage / cocktail development / wine list
  • Concept manual

Market studies, Commercial forecast

  • Competitor analysis for suite of brands – exploration of local, national, global positioning, offering, pricing structures
  • Market assessment & feasibility studies
  • Commercial forecasts – assumptions across covers, $ per cover, turnover, cost of goods, labour for each brand and consolidated 5-year P & L
  • SWOT analysis
  • Independent review of existing commercial forecast, concept, positioning for property / project valuations


Project Management

We specialise in full-circle hospitality projects, guiding them from concept to execution & successful launch. Whether you need comprehensive support or a boost during your launch phase, we bring energy, passion, and bold ideas to the table.

Once we have a solid, focused concept and clear business proposition, we work on creating distinctive, memorable spaces and branding and align this seamlessly throughout design.

We cover every element throughout this process – from the P & L, to the music brief, to the kitchen and bar design, collaborating with the interior fit out and styling team, engaging PR & marketing teams, recruiting the senior team, right down to the hand soap in your bathrooms, every touchpoint is covered ensuring your brand ethos is holistically reflected throughout the space.

We identify creative solutions, navigating the obstacles that appear during the pre-opening stages of your project or act as sounding board – let’s face it, a fresh set of eyes goes a long way and we all know what it takes to keep a project on track and on budget. We’ll mitigate risk, streamline the process, provide robust commercial outcomes and deliver spaces with serious ‘wow factor’.

We offer personalised services & end to end solutions for restaurants & bars, multi-site groups property developers, hotel owners, and clubs looking to launch their new project. We offer tailored scopes, specific to your project and goals.

Maximising your investment and minimising risk = win win

Phase one: Brand creation and operational flow

  • Market & trend analysis
  • Concept summary, national & global competitors’ analysis
  • Full branding package including brand values and collateral
  • Brand experience
  • Naming
  • Concept branding
  • Graphics pack
  • F & B venue zonal & spatial planning advisory & support
  • Sample food and beverage menus

Phase two: Specialised Design & Operational Technical Services

  • FF & E advisory – operational brief
  • Interior design mood boards
  • Kitchen & bar design and zonal plan support
  • Specialist bar & kitchen equipment advisory & support
  • Kitchen & bar equipment review & feedback
  • Project support & coordination with owners consultants’ teams

Phase three: F & B Set up and Launch Services

  • Tabletop OS & E guidelines and selection
  • Kitchen & Bar equipment OS & E list
  • Finalised F & B menus
  • Menu tastings & engineering
  • Final recipes & plating guide / procurement support
  • Recipes (food, mixology) with theoretical costings
  • Wine list brief
  • Forecasting & P & L support
  • Training manuals, service menus & SOP’s
  • Pre-opening launch support & strategy


Brand development

We will uncover the core essence of what makes your idea or business unique and why. We design branding to deliver your message where people can’t help but take notice.

Brands have many more touch points than ever before and the guest experience of any brand is influenced by not just how it looks, but by what it says about your values and how you want to make people feel.

Whether you’ve got a project set to launch, or you have a successful business that needs a little freshen up, our design team will create a sustainable culinary brand for your project that is true to you.


  • competitive analysis
  • market research
  • audience studies
  • brand / design audits
  • strategic planning
  • creative workshops
  • pre-design exploration

Brand strategy:

  • positioning / repositioning
  • brand definition
  • brand architecture
  • naming
  • verbal identity
  • brand guidelines

Brand design:

  • visual identity
  • creative direction
  • print & digital collateral
  • environmental graphics
  • website design
  • digital art direction
  • production management

Experience strategy

  • signature touchpoints
  • guest experience
  • customer journeys
  • feasibility studies
  • vision & master planning
  • amenity strategy



Business Advisory

We provide strategic advice, drive growth, improve efficiencies and deliver higher returns for  hospitality businesses of all shapes and sizes.

We work with a range of existing businesses from independent restaurants, food & drink brands, clubs and fast casual operations, through to multi-site groups and hotels, sharpening hospitality performance to maximise growth and bottom -line results.

We love the world of food! We combine this passion with a sharp commercial and creative mind, working alongside you to deliver effective solutions to a range of food and beverage operations. Kelly, the founder and Director of Spitfire Fox has an excellent record of results in the industry, having worked for 20 + years developing and transforming businesses globally.

We provide strategic advice across our ‘growth’ or ‘accelerator’ packages or one-on-one strategy sessions, sharing recommendations on opportunities for your business to fast track growth and improve profit. We can help with everything from food and beverage menu development, engineering and pricing, to tweaking service styles to fit your brand and help you find your rhythm, analysing your numbers to target specific areas that are under performing and full operational reviews & strategic plans for businesses.

Collaborating with owners & operators or mentoring your senior team, we stay ahead of the trends, providing insight for multi-site restaurant groups, independent restaurants & bars, clubs and fast-casual brands, helping you build a more successful food and beverage operation to ensure long-term sustainability and greater profitability.

Strategic business advisory & coaching sessions: 90 minutes / 1/2 day

Grow: 8 week audit, business review & strategic plan

  • Concept & business audit
  • Market research & competitor analysis
  • Mystery diner visit & report
  • Strategic recommendations – F & B , brand, interiors, operations
  • Financial / P & L review, COGS and revenue targets
  • Includes 2 x 90 minute face to face or Zoom meetings & 1 x 60 min Zoom meeting (Aus & Int travel rates apply outside Syd)

Accelerator: 12 week audit, business review & strategic plan

  • Concept & business audit
  • Market research & competitor analysis
  • Mystery diner visit & report
  • Strategic recommendations – F & B , brand, interiors, operations
  • Menu tasting, pricing structure, food COGS master & engineering
  • Operational procedures & templates – daily reporting, briefing tools, weekly meeting agendas, menu change protocols, daily staff run sheet
  • Organisational Structure, labour review & manning guide
  • Cover & average spend analysis & targets
  • Financial / P & L review, COGS and revenue targets
  • Includes 2 x 90 minute face to face or Zoom meetings & 1 x 60 min Zoom meeting (Aus & Int travel rates apply outside Syd)