Vol. I
On the road
Hotel F&B Consultancy · Northern Roots, National Reach

If your restaurant wouldn't survive outside your hotel, it isn't good enough to be in it.

The Primacy helps hotel owners turn restaurants and bars into strategic revenue assets, not operational obligations.

Northern roots · National reach
We sharpen thingson the pass.
.01
Philosophy

From cost centre to commercial lever.

Hotel restaurants have a reputation for being forgettableNote 01The average UK hotel restaurant runs at 8–14% GOP, well below a comparable standalone operator. Captive demand hides the gap.. Cost-cutting over creativity. Captive audiences and inflexible menus mean little incentive to innovateNote 02A locked menu cycle and a generic brand are the two clearest tells that F&B is being run as overhead, not as a P&L line..

We work with owners and investors who understand that food and beverage is not decoration. It is a revenue generator, a driver of operational efficiency, and a lever for competitive positioningNote 03Reframed as R&B, restaurants and bars, F&B stops being a department and starts behaving like a portfolio of assets..

The shift is simple: F&B becomes R&B, restaurants and bars as strategic assets, defining the hotel's identity and protecting its margin.

Chef spooning herb oil over crudo, finished plate on the pass
On the pass

"Margin is made in the details."

Services

Four ways we install profit engines into hotel F&B.

We rebuild the venue from purpose down: who it's for, why it exists and how it earns. Every menu line, price point, service flow and design choice is interrogated against margin and guest experience.

  • Concept and positioning audit
  • Menu engineering and pricing architecture
  • Service model and labour design
  • Atmosphere, lighting and acoustic strategy

Pre-built restaurant and bar concepts engineered for hotels. Brand book, menu, training and supply chain delivered as a turnkey system, designed to run with lean teams and minimal capex.

  • Turnkey brand and menu systems
  • Designed for low-skill kitchen execution
  • Capex-light fit-out templates
  • Deployable in 8–12 weeks

We broker, structure and oversee partnerships with restaurant brands, chefs and operators. From shortlist to deal terms to operational integration, we keep the owner's commercial interest at the centre.

  • Operator and chef shortlisting
  • Commercial and lease structuring
  • Brand fit and guest journey alignment
  • Ongoing performance governance

A focused two-to-four week deep dive into the F&B operation. We surface the profit leaks, the brand drift and the structural fixes, and hand back a ranked roadmap the team can act on immediately.

  • Full P&L and cost-line review
  • Guest, staff and mystery-visit insight
  • Benchmarking against local market
  • Prioritised 90-day action plan
Venison tartare with herb oil and aged cheese
A point of view

"A plate should earn its price three times: in flavour, in margin, and in memory."

The Primacy · House rule .nº 02

The Primacy house mark, a raven, three-quarter viewEst. house mark
House Raven

Watchful, clever, never missing a detail. The intelligence we bring to every room we touch.

The name

Chosen deliberately. A word that sets the bar for every plate, pour and P&L line we touch.

pri·ma·cy

/ˈprʌɪməsi/noun
  1. .1

    The state of being first in importance, order or rank.

  2. .2

    The conviction that a hotel's restaurant and bar deserve to lead, not follow.

from Latin primus · first · foremost

How We Work

A six-step path from diagnosis to delivery.

  1. .01

    Purpose & Positioning

    Define the role and reason to exist.

  2. .02

    Commercial Architecture

    Pricing, menu mix and margin logic.

  3. .03

    Operational Effectiveness

    Layout, labour and service flow.

  4. .04

    Experience Design

    Ambience, story and guest journey.

  5. .05

    Market Relevance

    Benchmarked against the local market.

  6. .06

    Delivery Plan

    Phased roadmap from quick wins to reset.

Portfolio Thinking

The BCG matrix, for F&B.

Every hotel runs a portfolio of food and beverage concepts. We map them by market growth and relative share, then decide whether to build, harvest, fix or sell.

The work starts with knowing which quadrant each concept sits in today.

Negroni on a coral side table, bar programme detail
The bar programme

"A bar earns its place when guests choose it over the one down the street."

Selected Work

Plates, programmes and moments.

Charred salmon with beetroot and stone fruit
Crudo with herb oil and edible flowers
Cured salmon with dill, peas and caviar
Selection of dressed oysters
Tuna tartare on wide white plate
Open sandwich with squash, beetroot and watercress
Chocolate fondant with crumb
Pomegranate highball cocktail
Trusted by
  • Hilton
  • Hampton by Hilton
  • DoubleTree by Hilton
  • IHG
  • Hotel Indigo
  • Holiday Inn
  • Park Inn
  • Country Houses
  • Privately Owned Properties
  • Resorts
  • Boutique Hotels
Proof

Two decades on the pass, the floor and in the P&L.

Hard-won operator experience, now in your corner.

Errata · Slip no. 01

An honest admission, since the brochure won't print it:

"The first month is messy. Service is being rewritten while the doors are still open, the team is still finding the new rhythm, and the P&L looks worse before it looks better. That isn't a flaw in the work. That is the work."

Filed under: honestySigned, the operator
Eight Rabbits house mark, an etched hare, three-quarter view
A sub-brand of The Primacy
Eight Rabbits OS
Powered by Primacy

One connected operating system for modern hospitality.

The economics of restaurants have changed. The operating model hasn’t. Eight Rabbits is our sub-brand platform — eight integrated capabilities engineered to work as a single system, turning underperforming restaurants and bars into commercially successful destinations.

Dining room at dusk in a modern British hospitality venue
A new category

Not a restaurant brand. The operating system behind modern British hospitality.

8Integrated
capabilities
01

Brand

Concept, positioning, identity

02

Food

Engineered, hero-led menus

03

Wine & Bar

Margin-optimised programmes

04

Procurement

National buying power, own-spec

05

Kitchen

Workflow-led design and standards

06

Academy

Mobile-first, continuous video training

07

Intelligence

Live dashboards, not monthly P&L only

08

Culture

Standards that survive turnover

Implementation

A fixed one-off fee covering end-to-end rollout into a single property.

Operating licence

Monthly access funding seasonal innovation, training and support.

Procurement partnership

Shared upside on approved national supplier agreements.

No PDFs. No long manuals. System-dependent consistency — not site-dependent luck.

Also on the books

Hotels are our focus — not our limit.

We also take on traditional restaurant, bar, food and beverage and event consultancy across sectors: independent and high-street restaurants, pubs and bars, contract catering, education and universities, healthcare and care groups, outside and event catering, stadia and visitor attractions, workplace dining, government and public-sector contracts, and retail or leisure food halls. Menu engineering, cost control, tender support, mobilisation, food safety and standards, or a straight second opinion.

High streetPubs & barsContract cateringEducationHealthcareEvent cateringStadia & attractionsWorkplace diningPublic sectorFood halls
Frequently Asked

The questions owners ask first.

Straight answers, no preamble. If yours isn't here, write to us and we'll come back within two working days.

We're based in the North of England and work with hotel owners and operators across the UK, with selective projects further afield where the brief fits.

Anything from a single 60-key boutique to multi-property portfolios. The common factor is an owner who treats food and beverage as a commercial asset, not a back-of-house obligation.

Most start with a fixed-fee diagnostic of two to four weeks. From there we move into project work, retained advisory or a managed concept rollout, with clear scope and clear commercials. No open-ended retainers.

Diagnostics start in the low five figures. Larger concept and rollout work is scoped against the size of the opportunity and the capex envelope. Every proposal is fixed-fee or milestone-based, so you always know what you're committing to.

Rarely. We work with the team you already have, sharpen the brief and the commercial architecture, and bring in new talent only where it's genuinely missing. Our job is to leave the operation stronger, not dependent.

Quick wins on cost lines and menu margin typically land inside the first 90 days. A full concept reset or new launch runs eight to sixteen weeks depending on capex. Every plan is phased so the P&L moves while the bigger work is in flight.

Against the numbers that matter to an owner: F&B revenue per available room, GOP contribution, covers, average spend, and guest sentiment. We agree the targets up front and report against them throughout.

Yes, as standard. Commercials, supplier terms, P&L data and brand plans are treated as confidential from the first conversation, NDA in place or not.

Both. We've worked alongside branded operators inside group standards and with independent owners who have full creative freedom. The framework adapts; the discipline doesn't.

Yes. We come in at the masterplanning or pre-opening stage to shape concept, kitchen design, menu, brand and launch plan, then hand over a venue that's commercially ready from day one.

Eight Rabbits is our operating system for modern hospitality: eight integrated capabilities (brand, food, beverage, service, people, systems, commercial and growth) that work as one rather than as separate consultancy exercises. It is powered by Primacy and can be adopted whole or in parts.

Hotels are our core, but we run traditional restaurant, bar and event F&B consultancy across other sectors too: high street operators, education, contract and outside catering, visitor attractions and the public sector. The commercial discipline travels.

You'll get an acknowledgement the same working day. If the brief fits, we issue a short discovery questionnaire covering the property, trading position, the problem, the team, systems and goals. That gives us the shape of the opportunity before we spend an hour of your time on a call.

A private link, unique to you, covering six short sections. Rough figures are fine. We're looking for shape, not audit accuracy. Most owners complete it in fifteen to twenty minutes, and you can save your progress and come back to it.

A short mutual NDA where needed, then a fixed-fee or milestone consultancy agreement setting out scope, deliverables, fees and dates. Invoices are issued against milestones with standard terms; card and bank payment are both supported.

We map each outlet on a growth-share matrix: stars to protect, cash cows to defend, question marks to decide on, and dogs to fix or exit. It stops every venue being treated as equally deserving of capex and attention.

F&B revenue, food and beverage GP, labour as a percentage of F&B revenue, average spend, resident capture rate, and the split of resident versus external trade. If you don't have all of it, that's usually part of the finding.

Commercial data sits in a private system accessible only to us, questionnaire links are unique and unguessable, and nothing is shared with third parties. Data is deleted on request at the end of an engagement.

Contact

Start the conversation.

hello@theprimacy.co.uk

The Primacy · Hotel F&B Advisory

Tell us about your property. We respond to every enquiry within two working days.

Discuss a live opportunity

For owners, investors and operators with an active requirement.

Currently
Advisingthree UK hotel portfoliosReadingSetting the TableDrinkingEnglish Breakfast, one sugar
Correspondence

By post, by wire, or in person.

No fixed abode

The Primacy is nomadic by design.
We work from the rooms our clients live in. Hotel lobbies, back-of-house kitchens, bar stools at 4pm, breakfast booths at 7am, the quiet end of a ballroom the morning after.

Last sighting: corner table of a lobby café, flat white going cold, notebook open.

Telephone

+44 161 974 0000
Answered between service.

Electronic
hello@theprimacy.co.uk
Currently working from
  • A lobby in Manchesterthis wk
  • A kitchen pass, LeedsThu
  • A bar in Sohonext
  • Wherever you areon ask
Ref. TP/26/0001"Replies inside two working days."Filed under: Hospitality