Since 2012 CBFS has been working closely with IHG on a number of UK based and pan-European projects.

CBFS has had influence across most of IHG’s brands, and has operated on many levels from developing top line F&B strategy to providing granular menu development detail, utilising the full range of our team and our skills.

Along the way our team has honed and managed relationships between key IHG decision makers, operational management companies and hotel owners.

We’re proud of our long-standing and ongoing relationship with the largest hotel company in the world.

HOLIDAY INN Open Lobby Concept

IHG was in the process of refreshing the Holiday Inn brand, looking closely at a concept created in Atlanta.

CBFS analysed that concept from a number of perspectives; including food and beverage offer, service style, look and feel and ergonomic layout, and adapted it for the European market.

Working closely with IHG’s brand teams and many of the senior stakeholders, we helped mould the vision of the Open Lobby Concept, which is now on an accelerated roll out across Europe.

CROWNE PLAZA HOTELS Fast and Fresh and Breakfast To Go

Crowne Plaza Hotels identified a need for healthier food and a fast breakfast solution. CBFS created and trialled a healthy food offer and grab and go breakfast concept, firstly at the Crowne Plaza Blackfriars in London, and then in Rome, Brussels and Amsterdam. Fast and Fresh became a brand standard, and Breakfast To Go a recommendation for all hotels within the brand.

HOLIDAY INN EXPRESS Next Generation

During our long association with IHG, the focus on food and beverage increased, leading to the recruitment of its own in-house food and beverage team. With Holiday Inn Express, we worked alongside the food and beverage team and used our experience of the company, the brand and the various management companies and owners to create a cohesive strategy for a new breakfast and all day dining offer, to complement the new look hotels.

Initially launched in the UK on a trial basis, we are now leading the development of the concept into Germany.