Dive Brief:
- Hilton launched Stir Creative Collective, an in-house consultancy that will develop original food and beverage brands and concepts, the company announced Thursday.
- Stir will provide a la carte services and commercial solutions to owners, operators and hotel teams in the Americas as well as Europe, the Middle East and Africa.
- The hotel F&B landscape is evolving, as luxury and lifestyle hotels cast themselves as dining destinations and guests pivot away from room service. Stir is designed to help hotels meet the needs of hotel guests “with meaningful solutions that drive revenue and brand loyalty,” according to Chris Silcock, Hilton’s president of global brands and commercial services.
Dive Insight:
Stir offers a la carte services in strategy, concepting and branding. Those services include market studies and analysis, “holistic” multi-concept hotel and resort planning, original restaurant and bar concept development, menu creation, pre-opening support and marketing and public relations guidance.
The collective has already completed several projects, including five restaurant and bar concepts each at the newly opened Conrad Orlando and Signia by Hilton Atlanta. The collective also worked with Hotel 1000 Seattle to open cocktail bar Rosebay and The Nineteenth, a TopGolf Swing Suite.
The consultancy is “a leading-edge offering that marries the company’s global footprint with the team’s invaluable wealth of relevant experience designing and delivering extraordinary food and beverage destinations,” said Adam Crocini, Hilton’s SVP and global head of food and beverage brands, in a statement. Stir will “provide an end-to-end, turnkey experience that brings exceptional narratives to life,” he added.
Hilton also officially launched Hilton for Business last week, a hotel booking platform for small- and medium-sized business travelers that the company has been piloting since October.
