Selected work · Food & entertainment
Grills In & Out / Cocktails In & Out
Own your food. A brand that runs without its founder in the room.
The result
150%
Revenue growth following relaunch, with a sustained 5-star customer experience rating.
01 · Overview
Two sibling hospitality brands with a loyal premium following, rebuilt as one system: a sharper position, a dual identity and the founder's standards written down so the team can deliver them.
Grills In & Out was the first Mongolian restaurant in Abuja. With its sibling, Cocktails In & Out, it built a loyal premium customer base around a unique experience model and a slogan that says everything: Own Your Food.
The fundamentals were strong. What the brands lacked was a structured brand system, a consistent presence and an operating framework that did not depend on the founder.
02 · Challenge
When the founder is the system, the brand can only grow as fast as she can.
The founder was the brand's strategist, quality controller, content creator and customer experience manager. That is a strength until the business needs to scale.
Two brands also needed to feel like siblings, not strangers: sharing DNA, each with its own personality.
03 · Solution
Position, identity, codification, relaunch.
Own Your Food became a category position, not just a slogan: participatory dining, where the customer is co-creator of the meal. Every brand decision now reinforces it.
The dual brand architecture gives Grills In & Out the experience (craft, fire and ownership) and Cocktails In & Out the celebration (nocturnal, cinematic and luxurious), with a full logo system for both.
Founder codification turned the founder's knowledge and standards into documented systems: a brand standards manual, a customer experience playbook, a staff training framework, a quality control checklist and a social media execution guide. A founder-led content system relaunched the brands where their customers already were.
The system in this work
- 01Clarify™
- 02Construct™
- 03Connect™
- 04Convert™
04 · Result & conclusion
Following the relaunch, the brands recorded 150% revenue growth and sustained a 5-star customer experience rating, delivered by a team that now runs on documented standards.
