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.audited. Improved. Optimised.
Trusted by F&B owners and operators across
DubaiParisLondonSingaporeBarcelona
The Aselios platform
F&B intelligence and creative execution. One platform.
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.
Across these markets, the same patterns repeat: menus misaligned with positioning, concepts strong in theory but brittle in execution, hotel F&B ecosystems punching below the room business, online presence that fails to convert real interest.
The insight behind Aselios is simple: most F&B venues don't 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.
Five specialised agents across two disciplines. One operator-grade standard. Actionable intelligence and creative deliverables, in days not months.
Built for real-world hospitality
Structured intelligence with creative depth.
The proprietary frameworks behind every Aselios deliverable — developed to uncover what drives perception, positioning, and performance.
01
F&B Intelligence Lens
How we read a venue
Every venue we audit is classified into one of three categories. This classification calibrates the rubric the agent applies — what counts as a gap for a destination restaurant is not the same as for a pool bar.
A
Destination venues
Signature, concept-driven venues that draw guests on their own merit. Often media-covered, typically €€€-€€€€, with a clear identity beyond the host property.
B
Concept-driven secondary venues
Solid standalone-like venues with moderate independent draw. Mid-scale pricing, recognisable positioning, professional execution — the workhorse of most F&B programmes.
C
Captive and utility venues
All-day dining, lobby bars, pool bars, grab-and-go counters. Typically €-€€, limited independent identity, serving a captive audience rather than drawing one.
02
F&B Creative Studio Lens
How we shape a concept
Every concept we shape is anchored to two operator-grade taxonomies that frame the agent's decisions — from category architecture to dish naming, drinks selection, and operational notes.
Seven core venue classifications
QSR
Fast Casual
Casual Dining
Premium Casual
Lifestyle Dining
Upscale Dining
Fine Dining
Six menu & concept restrictions
NoneVegetarian-FriendlyVegan-FriendlyHalalKosherAlcohol-Free
Audit-pass quality bar
Every Creative Studio deliverable must satisfy our own Menu Audit on concept alignment, category architecture, dish writing, allergen transparency and commercial coherence. The standard travels both ways.
Cross-cutting principles
What stays true regardless of which lens, which solution:
Operator-grade voice
Lean, precise, industry-fluent. Written as an experienced F&B consultant would speak to an operator.
Evidence over assertion
Real venues, real product brands, real market signals — never invented.
Cultural fluency
MENA-aware by default. Halal, alcohol register, regional vocabularies applied where authentic.
Actionable in days
Recommendations ranked, dish lists populated, briefs operator-ready. The decision to act is easy.
Five specialised agents · two disciplines
F&B Business Solutions
Operator-grade intelligence and creative deliverables — each agent calibrated and tested over six months of live operator feedback.
F&B Intelligence
Read the venue. Find the lifts.
Three audits that surface where performance is leaking and where it can be lifted — across your competitive position, your digital storefront, and your menu structure. Each one delivered in minutes, ranked by revenue impact, ready to action.
Hotel F&B Comp Set Analysis
Benchmark your hotel F&B against your actual comp set.
Select your hotel and up to 5 competitors. Aselios scores every hotel on the Hotel F&B Destination Index — a five-pillar read of internal F&B power, guest capture, local market pull, neighbourhood pressure, and digital conversion. You receive a head-to-head ranking against your comp set and a prioritised set of strategic recommendations: digital storefront upgrades, venue repositioning, concept replacement, brand partnerships, and social activation, ranked by commercial impact.
| Tier | Price |
|---|---|
| Standard (1-3 competitors) | $179 |
| Extended (4-5 competitors) | $199 |
F&B Visibility Audit (Venue)
Your venue's digital presence, audited end-to-end.
Aselios inspects every touchpoint a guest encounters before walking through your door — Google Business Profile, reviews, imagery, search visibility, social signals. The deliverable is a scored report with prioritised actions ranked by revenue impact, delivered in minutes.
| Tier | Price |
|---|---|
| Single audit | $99 |
| Bundle of 5 | $89 each |
| 6-30 audits | $79 each |
F&B Creative Studio
Concept and menu, generated to standard.
Generative deliverables that shape what you build next. From three concept directions and a full Concept & Design Brief to a complete menu with drinks blueprint and operational playbook — produced in minutes, held to the same quality bar Aselios uses to audit a live venue.
F&B Concept Creation
From intake to full concept brief in minutes.
You submit a brief describing location, positioning, space, and audience. Aselios returns three distinct concept directions — each a meaningfully different strategic bet. Select one to receive the full text Concept & Design Brief within 15 minutes, followed by an illustrated deck within 3 to 4 working days after you share comments and amendment requests within scope.
| Tier | Price |
|---|---|
| Single | $279 |
| Bundle of 5 | $259 each |
| 6-30 concepts | $239 each |
Pricing
Simple. Transparent. No subscriptions.
F&B Intelligence
Audit and benchmark your venues, menus, and competitive position.
COMPETITIVE
Hotel F&B Comp Set Analysis
Benchmark your hotel F&B ecosystem against your comp set.
Standard
$179
Up to 3 competitors.
Extended tier available at $199 for 4-5 competitors.
Start comp set analysis →DIGITAL AUDIT
F&B Visibility Audit (Venue)
Know exactly what your venue looks like online — and what to fix.
Single
$99
One audit. No commitment.
No account required. Have a promo code? Apply at checkout.
Buy single →F&B Creative Studio
Build new concepts and full menu deliverables, fast and to standard.
CONCEPT
F&B Concept Creation
Build the right concept before you build anything else.
Single
$279
One audit. No commitment.
No account required. Have a promo code? Apply at checkout.
Buy single →* Bundle credits remain valid for 12 months after purchase.
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 don't, and here's why.
Read article →DIGITAL VISIBILITY
How your Google Business Profile affects dinner revenue
The overlooked digital touchpoint between a guest's decision 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 don't, and here's why.
Read article →DIGITAL VISIBILITY
How your Google Business Profile affects dinner revenue
The overlooked digital touchpoint between a guest's decision 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 →
