Accor
New concept book Food & Beverage
Le projet
Background
Since 2015, Accor has led an in-depth process around the de-standardization of its food and beverage offering, mainly in the economy and mid-range segments. F&B has become a key ingredient of hospitality, which has always influenced the reputation of the Group's addresses. More than just a place to stay, the hotel places F&B at the heart of the experience, making it possible both to meet new customer expectations and to attract local customers. The Group's F&B convictions had already been highlighted in a previous book and are now summarized and illustrated in the introductory pages of this new concept book: a true mission, a common vision of the market based on eight trends, four strategic pillars, commitments to healthy and sustainable food, etc.
Insight
Create the flagship of Accor's F&B offer.
Idea
Today, the restaurant offer is structured around three solutions.
First, a "Creative" solution, which is a simple, high-quality all-day dining offer for hotels that do not necessarily have the capacity to attract local customers. Then, the "Originals" solution, which presents concepts created by Accor or its partners. Finally, the
Finally, the "Tailor-made" solution, which offers concepts that have been completely customized by Accor or its partners at the request of an owner looking for a unique offer.
This book of around 100 pages showcases some 30 concepts developed by Accor's F&B teams around the world. To design this book, we worked closely with the Accor teams. From the choice of format to the selection of illustrators and the narrative thread, everything was defined in the image of the offer proposed by Accor: Premium & Creative.
"Premium", with a large format to leave room for white space, to create breathing space and to give a beautiful territory of expression for the iconography and the words.
"Creative", with the use of illustrators to enhance the commitments. The F&B vision with Aga and Thomas Hayman to design the comic strip.
