Flo’s Café.

Foxhills Country Club & Resort, Surrey.

Foxhills is an award-winning hotel and country club near London. Situated within a stunning 400-acre Surrey country estate. Complete with three golf courses, spa, five swimming pools and three restaurant & hospitality facilities.

Nestled within the Pavilion at Foxhills, Flo’s is a haven for families and friends alike. The Australian-inspired family cafe is a space where the community comes together. A place where friends share their stories, and where families can create lasting memories.

Flo’s is more than just a restaurant - It’s a hub for families within the estate. A place where parents can relax and unwind while the kids have a blast in the play area. The menu features an array of Aussie-inspired dishes, that are as wholesome and authentic as they are delicious

The Project.

The Auden team conducted a full operational and concept review of Flo’s Cafe. Understanding the existing Flo’s outlet, analysing the workflow and operational challenges. In order to understand how best to reduce some of the roadblocks impacting the local team.

We also analysed feedback from the hotel members who use the space to take into account their views on concept, product and service. All to better understand the frustrations and wishes of the guest.

By carrying out these consulting service exercises, we were able to not only improve the positioning and product. But also improve the experience for both guests and the on-site team working in the hospitality business

Positioning the F&B Outlet.

After analysing the data collected, we then created a clear positioning statement, elevator pitch and tagline for the concept. As well as key behaviours that set out the brand DNA from other competitors in the hospitality industry.

As with all hotel concept development projects, defining a clear story and set of values is crucial for all stakeholders.This ensures the concept is clear for the team but also the gueststo understand and buy into the story.

In this case, Auden took inspiration from Flo, the grandmother of the CEO, Marc Hayton who was from Australia. To create an Aussie-inspired family café that would be a community hub of the families within the country club.

Creating a brand for your hotel.

Auden then collaborated with the Foxhills team to bring the concept to life by restructuring the kitchen workflow to make service quicker and implement key pieces of equipment that would make consistency easier.

We also reviewed the tableware, look & feel of the concept to make subtle changes that would further reinforce the brand message and DNA.

Before launch, we also created the photography brief to ensure the brand look & feel continued through the creative assets. They could then be produced and worked alongside the hotel photographers. Helping to create a fantastic image library that can be seen throughout this case study.

Food & Menu Development Services.

One of the pillars of every great experience is the product, and with a change in culinary direction under the new concept, Auden worked to create the food offer that would cater for the different meal periods throughout the day.

A bakery counter was introduced where Auden worked to introduce a collaboration between the hotel and Fego’s, a local bakery to offer a fantastic array of pastries on the counter and entice guests throughout the day.

They also redefined the main menu creating a fantastic all-day menu that was colourful, enticing and fun including the signature monthly changing French Toast calendar, launching with theLemon Meringue version.To learn more about this, watch our video below that we recording live on-site after the first day of launch;

Brand Manuals & Toolkits.

To complete the projects, Auden created and handed over to the on-site team the followingmanuals and documents to ensure the team have all the knowledge and informationrequired to continue to manage the outlet within the framework of the brand.

Flo’s Brand Manual

Flo’s Marketing Guidelines

Flo’s Lookbook

Flo’s Creative Assets

Flo’s Kitchen recipe and Method SOPs and Five Steps Build Sheet

Flo’s Front of House-Training Manuals

Since the launch, Auden has continued to work with the Foxhills team to review the menu sales mix, operational workflow and menu quality to ensure the team are supported during the initial stages

Take a Look at the Results.

To learn more about some of the processes during the go-live week, watch the videos below

‘Auden repositioned Flo’s in a way that has given the space a new lease of life. The team crafted a story that has engaged our members and created a place where they want to spend their time. We couldn’t be happier with the results.’

- Mark Thewlis, Hotel Manager

Auden Hospitality is an award-winning team of hotel and restaurant consultants. We work with hotels, restaurants and F&B outlets to develop offerings and improve customer experience. View some of our most recent case studies. Or why not speak to a member of our team and see how Auden Hospitality can help you