Finding the gaps in Europe’s food and drink scenes
What does a city’s food scene reveal about the people who live there — and where are the opportunities for hospitality brands entering the market?
Covers worked with Stir Creative Collective to explore key European markets, turning observation, interviews and first-hand experience into practical F&B opportunities for hotel operators.
Client: Stir Creative Collective, Hilton
Markets: UK and Europe
Scope: Market research, brand strategy, opportunity finding
4 weeks from briefing to market study delivery
The process
The work started on the ground. Across markets including Lake Garda, Warsaw and Belfast, we explored how people actually eat, drink and spend time – not just where the obvious venues were.
That meant walking neighbourhoods, visiting restaurants, bars and cafés, documenting what we saw and speaking to people along the way: from operators and owners to the people who know the city by living in it.
The aim was to stay open long enough to spot the patterns. How does a neighbourhood behave? What feels overdone? What is missing? Where does local culture create an opportunity that a hotel could respond to rather than simply import?
The results
Each trip resulted in a focused market study that turned observation into practical direction for hotel operators.
The reports identified neighbourhoods to watch, local behaviours worth understanding, food and drink opportunities to explore, and trends better left alone – giving teams a clearer starting point for decisions around concept, positioning and experience.
Kind words from George:
“Working with Adam is an absolute dream. To be able to pass projects to him and know he’ll rock them from start to finish whilst knocking expectations out of the park makes collaborating with Adam a joy.”
George Blower
Director of Lifestyle – Brand management, Hilton
Project credits.
Client: Stir Creative Collective, Hilton
Markets: UK and Europe
Scope: Market research, brand strategy, opportunity finding
Copywriting: Elli Stühler
Photography: Covers
