MENU STRATEGY
Your Menu Is in Pain. The Lifts Are Easier Than You Think.
Pricing, architecture, cravability — the levers most operators never touch, and what happens when you do.
Read article →Highlighting gaps and illuminating opportunities across your restaurants, bars and cafés. All in under 60 minutes!
Aselios helps hospitality professionals make better, faster and more confident decisions.
Whether you are looking to benchmark your restaurants, bars or cafés; plan a new concept; optimise your menu appeal; give your team a clear improvement roadmap; improve your hotel's F&B performance; or prepare a CAPEX proposal, Aselios gives you the insights and deliverables to move forward.
Every great decision starts with the right question!
- Where does my hotel's F&B stand — against my comp set, and against the market that competes for my guests?
- How do I strengthen my hotel's F&B against the competition?
- How can I improve my venue's visibility and commercial performance?
- What are the right F&B concepts for this location?
- Will the concept I have in mind actually work, and why or why not?
- What should I change on and around my menu to grow revenue and profitability?
- How do I turn my idea into a commercially viable concept?
- What should a great menu be?
- What should this place be called?
Your F&B Intelligence Hub
Dashboards track what happened. We reveal what to do next.
Hotel F&B Optimization
Where does my hotel's F&B stand — against my comp set, and against the market that competes for my guests?
A diagnosis of your whole F&B estate — against the competitors you name* and against the independent restaurants and bars that actually compete for your guests. We show you where you stand and why, which gaps are worth money and which are noise, and a decision on every venue: leave alone, improve, reposition, rebuild or retreat.
*Up to 5 competitor hotels — your STR set, one you build yourself, or a mix of both.
How it works:
- 1.Name your hotel and up to 5 competitors. Four questions, none of them about your P&L.
- 2.Aselios studies every venue, your competitive set and the independent market, and returns your F&B Performance Fingerprint.
- 3.You receive a verdict on every venue, in priority order — and what not to spend money on.
Why it matters:
A hotel’s F&B is part of the room booking decision, and guests compare your restaurants with the street outside, not only with other hotels — so we benchmark the independent venues that actually compete for them, alongside your comp set. Most F&B money is spent on the wrong venue. This tells you which venue deserves it, which one is already working and should be left alone, and where competing harder would be money badly spent.
Why it matters:
A hotel’s F&B is part of the room booking decision, and guests compare your restaurants with the street outside, not only with other hotels — so we benchmark the independent venues that actually compete for them, alongside your comp set. Most F&B money is spent on the wrong venue. This tells you which venue deserves it, which one is already working and should be left alone, and where competing harder would be money badly spent.
Sample previewSample coming soonA4 · portrait
$249
Flat rate per report. One-off purchase, no subscription.
Your Hotel F&B Optimization report delivered within 45 minutes.
F&B Performance Maximization
How can I improve my venue's visibility and commercial performance?
We audit what a guest actually sees — your Google profile, reviews, photos, social and delivery listings — score it against your competitors, and hand back a 30/60/90 plan that opens with what you can fix on Monday.
How it works:
- 1.Enter your venue — restaurant, café or bar.
- 2.Aselios audits listings accuracy, reviews, photography, search visibility and competitive position.
- 3.Receive a prioritised playbook of ranked, actionable moves in minutes.
Why it matters:
Guests decide where to eat and drink long before they arrive — on Google, on maps, in reviews and photos. When those surfaces are inaccurate, thin or invisible, covers quietly leak to competitors. This playbook finds the gaps and ranks the fixes that recover them.
Why it matters:
Guests decide where to eat and drink long before they arrive — on Google, on maps, in reviews and photos. When those surfaces are inaccurate, thin or invisible, covers quietly leak to competitors. This playbook finds the gaps and ranks the fixes that recover them.
Sample previewSample coming soonA4 · portrait
$99
One-off purchase, no subscription.
Your F&B Performance Maximization delivered in minutes.
F&B Venue Market Match
What are the right F&B concepts for this location?
Aselios reads the market around your venue or site, tests every opportunity against the evidence, and keeps only what survives. You receive three concepts that fit the location, each with the proof behind it, the reasons it could fail, and the route that suits it: your own concept, a brand, or an operator who runs it.
How it works:
- 1.Pin the site, then tell us the ambition, the venue types you would consider and the routes you are open to.
- 2.Aselios researches the market around it, challenges each opportunity, and locks only the ones the evidence supports.
- 3.Receive three concepts for the location, ranked, with the evidence for and against each, in under an hour.
Why it matters:
The most expensive F&B decision is made before anyone opens: what goes in the space. A concept chosen from taste or from a brand's pitch can be wrong for the street it sits on. This report starts from the location and its market, so the shortlist is built from what the area supports, not from what was already on the table.
Why it matters:
The most expensive F&B decision is made before anyone opens: what goes in the space. A concept chosen from taste or from a brand's pitch can be wrong for the street it sits on. This report starts from the location and its market, so the shortlist is built from what the area supports, not from what was already on the table.
Sample previewSample coming soonA4 · portrait
$199
Flat rate per site. One-off purchase, no subscription.
Your F&B Venue Market Match delivered in under an hour.
F&B Concept Validation
Will the concept I have in mind actually work, and why or why not?
Aselios delivers an unbiased market verdict, from “Clear Yes” to “No-Go” — or anything in between, such as “Yes, But”. The verdict is backed by real market evidence, guest sentiment, dining trends and cultural considerations. You also get a few concept versions, as close as possible to your original idea, with the strongest potential to succeed in the market.
How it works:
- 1.Submit your concept, market, and positioning.
- 2.Aselios validates it against live market evidence and your future competitive set.
- 3.Receive your verdict, proof, and winning shapes within minutes.
Why it matters:
Removing subjectivity from the outset adds real value before you commit resources to a new project. Aselios grounds the decision in market evidence rather than gut feel — and, of course, no one wants that validation turned into a six-month consultancy cycle.
Why it matters:
Removing subjectivity from the outset adds real value before you commit resources to a new project. Aselios grounds the decision in market evidence rather than gut feel — and, of course, no one wants that validation turned into a six-month consultancy cycle.
$89
Flat rate per validation. One-off purchase, no subscription.
Your F&B Concept Validation delivered in minutes.
Your F&B Creative Studio
Tools build blocks. We create shapes, flavours & great brands. The essence of true landmarks.
F&B Concept Creation
How do I turn my idea into a commercially viable concept?
Three distinct directions from your brief; you pick one. It comes back as the full document — name, design, kitchen, drinks, service, numbers, risks — as a PDF.
How it works:
- 1.Submit a brief: location, positioning, space, and audience.
- 2.Aselios returns three distinct directions; pick the one you feel the closest to.
- 3.Aselios presents you with three drink-program directions*; pick the one that best fits your context.
- 4.Receive your detailed concept brief (and thorough menu guide*) in minutes.
*If you select the Menu Creation add-on in the intake form.
Why it matters:
Aselios gives owners, developers, and operators the strategic rigour of a concepting studio — three distinct directions, each scored for viability — without the months of lead time or the six-figure fee. Because the most expensive mistakes in F&B are made before the first guest ever walks in.
Why it matters:
Aselios gives owners, developers, and operators the strategic rigour of a concepting studio — three distinct directions, each scored for viability — without the months of lead time or the six-figure fee. Because the most expensive mistakes in F&B are made before the first guest ever walks in.
Sample previewSample coming soonA4 · portrait
$279
Flat rate per concept brief. One-off purchase, no subscription.
Your F&B Concept Creation crafted in minutes.
Naming & Identity
What should this place be called?
Twelve ownable names spread across registers — the local language, a person, a place, a plain word, a coined one — each with the story behind it and an honest screen of what is already trading under it in your market. You pick three and nine marks are drawn for them, each with the thing it came from — and we say plainly which name we would use.
How it works:
- 1.Tell Aselios what the venue is, where it trades, and the register it should sound like.
- 2.Twelve names arrive by email in minutes — each screened against what is already trading in your market, conflicts named rather than hidden, and the one we would take said plainly.
- 3.Pick your three. Nine marks are drawn for them — wordmark, monogram and symbol each — then take your chosen mark away as vector, PDF and PNG.
Why it matters:
Because the name is the one decision you cannot quietly change later. It goes on the door, the licence, the domain and every review a guest ever writes — and most operators make it from a shortlist of two, late at night, with no idea what is already trading under either. Aselios gives you twelve real options, names what each one collides with, and tells you which it would put above the door. Then it draws only the three you choose, so the artwork belongs to a name you have committed to rather than one picked for you.
Why it matters:
Because the name is the one decision you cannot quietly change later. It goes on the door, the licence, the domain and every review a guest ever writes — and most operators make it from a shortlist of two, late at night, with no idea what is already trading under either. Aselios gives you twelve real options, names what each one collides with, and tells you which it would put above the door. Then it draws only the three you choose, so the artwork belongs to a name you have committed to rather than one picked for you.
Sample previewSample coming soonA4 · portrait
$79
Flat rate. One-off purchase, no subscription.
Your Naming & Identity crafted in minutes.
Pricing
Simple. Transparent. No subscriptions.
Consultancy-grade expertise. One fixed price.
F&B Intelligence
Audit and benchmark your venues
Hotel estate
Hotel F&B Optimization
Where does my hotel's F&B stand, and what should I do about each venue?
Digital audit
F&B Performance Maximization
What steps can I take to maximise my venue's customer appeal and performance?
Location
F&B Venue Market Match
What are the right F&B concepts for this location?
$199Flat
Match my venue →Validation
F&B Concept Validation
Will the concept I have in mind actually work, and why or why not?
$89Flat
Validate my concept →Menu
Menu Audit (Venue)
What should I change on my menu to help grow my business?
$79Flat
Boost my menu appeal →F&B Creative Studio
Build new concepts and menus, to standard
Concept
F&B Concept Creation
How do I turn my idea into a real concept?
$279Flat
Create my concept brief →About Aselios
Built by an operator, for operators.
Aselios was designed by a senior F&B leader still in active practice — with 25+ years operating and consulting across Asia, the Middle East, North Africa, and Europe.
The insight behind Aselios is simple: most F&B venues do not need consultants. They need a structured, honest, rapid audit that reveals what would actually shift performance — and delivers it at a price point where the decision to act is easy.
Work delivered to date
Real deliverables, for operators serious about performance.
Every number below is a finished deliverable, in the hands of a client.
Trusted by F&B owners and operators worldwide
The Aselios Blog
Field notes from F&B operators, owners, and industry partners
Practical insights on menu strategy, hotel F&B, digital visibility, and competitive benchmarking.
HOTEL F&B
Why 80% of hotel F&B underperforms
The structural reasons most hotel restaurants fail to earn the rate their rooms command.
Read article →MENU DESIGN
Menu Psychology: what the eye scans first
How placement, typography, and description order quietly drive guest selection.
Read article →COMPETITIVE INTEL
The comp set mistake most hotels make
Why choosing the wrong competitors distorts every F&B benchmarking decision.
Read article →CONCEPT DEVELOPMENT
The 3-second test that kills most F&B concepts
Does your concept survive the first glance? Most do not, and here is why.
Read article →DIGITAL VISIBILITY
How your Google Business Profile affects dinner revenue
The overlooked digital touchpoint between the decision of a guest and your door.
Read article →REVENUE OPTIMIZATION
The mechanics of F&B upselling: data to delivery
The most powerful upsell in any restaurant costs nothing — and most teams never use it.
Read article →MENU STRATEGY
Your Menu Is in Pain. The Lifts Are Easier Than You Think.
Pricing, architecture, cravability — the levers most operators never touch, and what happens when you do.
Read article →HOTEL F&B
Why 80% of hotel F&B underperforms
The structural reasons most hotel restaurants fail to earn the rate their rooms command.
Read article →MENU DESIGN
Menu Psychology: what the eye scans first
How placement, typography, and description order quietly drive guest selection.
Read article →COMPETITIVE INTEL
The comp set mistake most hotels make
Why choosing the wrong competitors distorts every F&B benchmarking decision.
Read article →CONCEPT DEVELOPMENT
The 3-second test that kills most F&B concepts
Does your concept survive the first glance? Most do not, and here is why.
Read article →DIGITAL VISIBILITY
How your Google Business Profile affects dinner revenue
The overlooked digital touchpoint between the decision of a guest and your door.
Read article →REVENUE OPTIMIZATION
The mechanics of F&B upselling: data to delivery
The most powerful upsell in any restaurant costs nothing — and most teams never use it.
Read article →
