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Write your next great chapter

We have had the opportunity to work with world-class organizations to develop and assess a variety of hospitality programs. From full scale restaurant design to hospitality consulting for corporate and retail clients. 

Hospitality Lab’s multidisciplinary consulting team is a holistic, full service, business development unit with end-to-end capabilities. We have a proven track record, a deep bench of expertise, and the enthusiasm and creative spirit to help you build something new guided by the principles of Enlightened Hospitality. 

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Concept Development and Design

Hospitality Lab by Union Square Events will develop the concept with a hospitality point of view through a holistic brand narrative in conjunction with key stakeholders and then collaborate with the Architect of Record, Interior Designer, and Kitchen Equipment Designers to finalize programing, equipment, front of house & back of house plans, advancing the development into a holistic experience primed for maximum guest experience and operational success. Our capabilities include: 

  • Mood boards

  • Design direction

  • Floor plans & test fits

  • FOH studies

  • Key elevations

  • FF&E design direction

  • Signage, merchandising and menu design considerations

  • Guest experience and flow studies

  • Document review & comment

Culinary Development

The Culinary Refinement Plan and Menu Development will set the F&B program for maximum success understanding the brand’s goals for an elevated market offering and programming. Areas of support include:

  • Create menu structure and strategy (develop concept direction and guidelines)

  • Define a menu that works with new space conditions

  • Find ways to localize offer for market

  • Define the overall menu mix

  • Outline local / sustainable sourcing requirements

  • Refine number of menu items and offerings

  • Create example menus to further clarify concept direction

  • Menu training and execution


Building best-in-class execution. Whether training an existing team, developing a new one or helping to find the right operational partners, we will make sure your operating team is set up for success. Progressing beyond project specific elements, such as operating procedures and recipe execution, we also offer ongoing support into quality assurance focused on the following areas:

  • Operational Efficiency – Development and review of SOPs, menu innovation and assessment, preliminary labor models

  • Management – reviewing financial metrics and controls, cost of goods sold (COGS), operating costs

Business Analytics

Our proprietary solution allows us to work with your desired location to drive business strategy, innovation, and data-based decision-making. We can leverage data and insights from over 10,000,000+ daily guests which will empower us to manage complexity by harnessing your data and deriving the insights to make informed business decisions. Our services include:

  • Guest Analysis

  • Market Analysis

  • Food Trends

  • Custom Research

  • Guest Feedback

Financial Modeling

As the F&B concept is established it is greatly influenced by in-depth financial development and labor models. This ensures that the F&B program is not only engaging and attractive to guests, efficient and comfortable for employees, but also built for maximum financial success. Hospitality Lab’s capabilities include:

  • Develop revenue projections

  • Assessment of various business models to support concept and activation

  • Develop a budget estimating pre-opening costs, including equipment cost projections, labor, training, marketing

  • Create a custom financial pro-forma model, based on the proposed concept

  • Management and hourly labor schedule


Owner’s Representation​

Hospitality Lab can act as an owner’s representative for business and operational matters in your lease negotiations and design development process, advising from a F&B operator’s perspective. Our capabilities include: 

  • Exploration of various F&B operating deal structures

  • Assessment of any landlord amenity considerations and requests

  • Schematic and programmatic layout recommendations for F&B spaces

  • Mechanical, electric and plumbing infrastructure recommendations

  • Kitchen equipment recommendations based on the desired operating model

Training and Creative Raves

USHG's Hospitality Quotient programs, teach key stakeholders across industries how to transform their business through the power of hospitality and become a favorite among customers and employees. Our exclusive platform includes:

  • Strategies for hiring a diverse, engaged team to align with USHG culture and vision

  • Leadership training

  • Associate onboarding and continuity training plan

Our Work

Our Hospitality Lab Clients

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Just starting out or have an established brand in need of full hospitality support? We've got you covered.

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