Concept Development

Concept Development

From concept to creation

With over 30 years experience in the leisure and hospitality industry, Nina has the vision, passion, know-how and a wealth of expertise in creating new commercial concepts. Nina’s experience includes bars, restaurants, coffee shops, nightclubs, retail outlets, food courts, pubs, social areas, and cafes that drive footfall and sales.

Developing a successful concept requires understanding and knowledge in a range of disciplines. Market and competitive research, emerging and fading trends, financial modelling and what-if scenarios, branding and brand evolution, supply chain issues, and even brand portfolio management (for businesses that have multiple concepts or outlets) are all key.

Nina & Co. is one of the few agencies (if not the only one) in the UK that can take your project from conception through to build and launch! Here are just a few of the things we do:

Customer Research: Determining the needs, wants and aspirations of your customer base. Followed by sense checking our ideas with focus groups. Competitive landscape research and market and trend research.
Determine the concept strategies: Pricing, products, promotion and positioning that answer the research.
Financial Modelling: Forecast P&Ls, discounted cash flow models, labour and staffing models, gross profit proforma and pricing / SPH models.
Develop the Food and Drinks Offers: Including menu development.
Capital Development Planning: Budgets, VE and business plans.
Create the Brand: Name, logo and strapline.
Developing the Brand Personality: Promises, values, story, USPs and tone of voice.
Develop the Marketing Plan: Everything you need to promote and market your business successfully to target customers and potential new customers.
Working with Design Specialists: To create and build your new exciting concept.
Support and Advice: Throughout the build phase (see our design and build page for more information.)

Case Study Testimonial – University of Salford Students’ Union
Concept Plan

USSU-logoResearch, concept development, marketing, business plan development and project management.

Full qualitative and quantitative research. 

Write the business plan for the Trustee Board & Uni SIG ensuring the best use of capital investment, ROI and longevity

Concept development for Atmosphere including menu development and bar strategy

Project management of the build aspects on behalf of the SU and the sub contractors

Objective: To create an amazing new bar that appeals to a wider customer audience and increases sales

Result: New branding, menu and bar design that embrace USSU’s brand values and delivers their objectives. Like for like sales increased by 30% in first two weeks of opening. 


Nina & co took us from the initial idea of “we want a new venue” through a meticulously well planned and well executed business development process that has resulted in a transformation of both the physical and operational aspects of the venue.

Nina was a fantastic partner to work with: challenging our preconceptions, shifting us out of our comfort zone, and motivating us to deliver an outcome that was way beyond our original expectations. I cannot recommend her highly enough.

Phil Benton, Former CEO