• Develop a new growth concept that leverages the brand equity of IL Fornaio’s established fine dining concept
• Position the new concept to be a major growth vehicle for IL Fornaio including developing a national Real Estate development plan
• Created a highly profitable economic model that will support rapid growth
• Developed and prioritized operational cornerstones that will be the guiding parameters of the concept
• Design a new store concept and layout that integrates a strong environment, fixtures, merchandising, iconography, menu systems, labels and packaging
• Select and negotiate “A” site locations for the new concept to be tested

• Quantitative Consumer insights & research
• Brand positioning and strategic marketing
• Real Estate store development plan
• Real Estate site selection
• Real Estate analytics
  • GEO-demographic analysis
  • Hot spot mapping for targeted locationing
• Lease review & negotiation
• Outsourced Real Estate management services
• Develop retail store business and economic model
• Retail concept ideation, design and execution
• In store graphics and merchandising development and execution

Outcome: New growth concept being tested in “A” locations