Foxhills Hotel & Country Club is set within a 400-acre Surrey estate, with hotel bedrooms, golf, spa, leisure, swimming pools, restaurants and a large membership community.

Within the Pavilion, Flo’s had an important role. It was the natural home for families.

But the space needed more clarity.

The concept needed a stronger story. The menu needed more pull. The operation needed to work better for the team. The experience needed to feel more connected to Foxhills.

Auden was brought in to review the concept, listen to member feedback, understand the operational roadblocks and shape a clearer direction for the outlet.

The aim was simple.

Make Flo’s easier to understand, easier to operate and easier to love.

The opportunity was to turn convenience into connection.

Foxhills already had the audience. Families were already using the estate. Members were already spending time there. What Flo’s needed was a stronger reason for them to stay longer, return more often and feel part of the place.

The story came from a personal place.

Flo was the grandmother of Foxhills CEO Marc Hayton, and she was from Australia. That became the seed of the concept. Not a theme. Not a gimmick. A real story with warmth and character.

Auden shaped Flo’s as a relaxed, Australian-inspired family café rooted in ease, colour and community.

A café for parents who wanted good coffee and a moment to breathe.

A space where children felt welcome, not tolerated.

A place where families and friends could spend real time together.

That was the magic.

Not a family café as a facility.

A family café as part of estate life.

Auden developed the positioning, elevator pitch, tagline and brand DNA. The concept became easier for the team to explain and easier for guests to understand.

The kitchen workflow was reviewed to remove roadblocks affecting speed, consistency and ease of service. The flow was restructured, with key equipment introduced to help the team deliver the offer more reliably.

The food offer was rebuilt around relaxed, colourful, family-friendly all-day dining. A bakery counter added more impulse and daytime appeal, supported by a local collaboration with Fego.

The monthly French Toast calendar gave the menu a simple reason to keep evolving. It launched with Lemon Meringue and gave guests something to talk about.

The tableware, look and feel, creative direction and guest touchpoints were reviewed so the concept felt joined up.

A photography brief helped Foxhills capture the right visual style for the launch, creating a stronger image library for marketing, social media and member communication.

Auden created the brand manual, marketing guidelines, lookbook, creative assets, kitchen recipe and method SOPs, Five Steps Build Sheet and front of house training manuals.

The point was not just to launch Flo’s.

It was to help Foxhills keep it consistent.

Flo’s was repositioned with a clearer story, stronger product and better operational structure.

It became more than a restaurant beside a play area. It became a family hub within the estate. A place where parents could relax, children could enjoy themselves and members had another reason to spend time at Foxhills.

The commercial results followed.

In the first year after repositioning, Flo’s performed 20% up year on year. In the second year of trading, the venue delivered a further 20% increase, taking the overall uplift to 40% across the period.

But the impact was not just short term.

Two years on from the initial concept, the essence of Flo’s remains the same. The same concept. The same ethos. The same role within the estate. The menu has evolved, as every good menu should, but the heart of the idea has held.

That is the sign of a strong concept.

It grows, adapts and keeps working.

Most importantly, Foxhills created a space that felt right for its members.

Warm. Relaxed. Useful. Full of life.

A café with a story, a purpose and a real role in the estate.

Mark Thewlis, Hotel Manager