Where hospitality finds its direction.
Concept development and strategy for hospitality and F&B. From the first questions about a site to a clear brief for design, investment and opening.
25+ years in hospitality. Concept strategy since 2014.
SELECTED PROJECTS
Selected projects
A curated selection of engagements across formats, markets, and scales — from signature restaurants to large-scale destination venues.
Shawarma Al Balad
Ramallah, Palestine · Multi-unit restaurant brand
Investor Package Development
Investor package and brand strategy for a shawarma concept expanding across the GCC market.
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KIMYONA
Saudi Arabia · Signature restaurant concept
Concept Developer
Developed during previous consultancy role
Modern Asian dining concept where culinary artistry meets analog photography in an immersive guest experience.
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Made Eatery
Dubai, UAE · All-day dining concept
Concept Positioning & Strategy
All-day dining concept strategy for a neighborhood restaurant in Dubai, focused on positioning, guest experience, and brand identity.
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ALUSIA
Middle East · Restaurant concept development
Concept Developer
Developed during previous consultancy role
A modern dining concept focused on creating a distinctive restaurant identity and guest experience.
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What clients say
It was a smooth experience creating a straight forward investor package for our expansion plans, Rogier is hands on, very responsive with deep knowledge in GCC market, his expertise in the restaurant sector produced a well articulated document that conveys our philosophy, brand DNA and a clear message to potential partners.
Odeh Awwad
Partner, Shawarma Al Balad
Palestine
We've been working with this company and with Roger for some time now. They've developed several of our brands and have been incredibly creative throughout. A great team and a real pleasure to work with. Highly recommended.
Amjad Barakat
CEO, Brunch & Cake
Dubai
Trusted by developers, hotel groups and operators across Europe and the Middle East.
THE PROBLEM
Most concepts fail before they open. The causes are strategic, not creative.
Design before concept
Many projects start with design before the concept is clear.
Vague briefs, expensive outcomes
Unclear briefs lead to rework, delays and higher costs.
Strategy is the last thing funded
Strategy is often engaged only when it is already too late.
TCA Method
From insight to direction
The TCA Method has six stages. The scope depends on your project.
01
Discover
I research the guest, market, site and your ambitions to clarify the question.
02
Define
I define the guest profile, positioning and the role of the concept with you.
03
Design
I translate the strategy into the offer, guest experience and briefs for design and implementation.
04
Validate
I assess the assumptions and conditions the concept needs to work, within the agreed scope.
05
Deliver
I safeguard the concept strategy through specialist implementation and pre-opening; specialists deliver their own disciplines.
06
Evolve
I review the concept and advise on adjustments or repositioning, without taking over daily operations.
More about TCA
The approach, selected work and background in one company profile.
F&B development in the Netherlands and the Gen Z effect
Five years of market development, seven findings and three playbooks — for developers, landlords, entrepreneurs and advisory practices.
Download the researchIs Your Concept Ready to Develop?
Get the TCA F&B Concept Readiness Checklist — a practical tool for operators and developers.
Ready to get started?
Wondering if this is the right moment, or if this fits your situation? Feel free to reach out or schedule an introduction—no commitment required.