concepts placemaking · to our proven f&b placemaking model© and f&b concept model©....
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understand. surprise. enjoy.
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F&B CONCEPTS • F&B PLACEMAKING
F&B CONCEPTS • F&B PLACEMAKING
FOOD & BEVERAGE PLACEMAKING
FOOD & BEVERAGECONCEPT DEVELOPMENT
FOOD & BEVERAGE PERFORMANCE & GROWTH
Home madefresh ideas
ConceptionalIntroduction
We are F&B Concept developers and
Performance & growth specialists
We love food and everything that has to do
with F&B challenges.
Or even better: we eat F&B challenges for
breakfast and love to solve them! That’s our
job and we re good at it.
Understanding and surprising you
and your guests
Our experience has taught us that a
good F&B concept consists of two main
ingredients: the head and the heart. The
head provides research, a logical way of
working, practical thinking and commercial
value. From all these, we gain greater
understanding. At the same time, the heart
gives us creativity, flavour, feeling, empathy,
the inexplicable, emotion, the human
factor. These add the surprise factor.
Together, they are irresistible, enabling us
to comprehend and delight you and your
guests by developing concepts that more
than justify your investment.
We are able to develop and implement
everything from one single concept or
formula (F&B Concept development) to
total concepts for complete F&B areas (F&B
Placemaking), within airports, amusement
parks, shopping centres, or wherever you
want them. We can help you with anything
from catering for a small group in a luxury
hotel restaurant to serving 1,000 people in
one hour in a huge F&B area.
Optimizing performance and enter
pathway to growth
The Food Service industry is characterised
by its extremely localised brand delivery
and financial performance. Companies
that operate within this sector are also in
search of an improved balance between
optimising their portfolio performance
and achieving growth through opening
new restaurants. That’s where we come
in. Together, we will work with you on
optimising the earning potential of your
existing portfolio, laying the foundations
for future growth and choosing the right
pathway to sustainable growth. While doing
so, we will keep a watchful eye on crucial
factors such as your sales results and the
number of restaurants you operate.
From appetite to satisfaction
You can be sure that we do everything to create the
perfect F&B concept solution. We work according
to our proven F&B Placemaking model© and F&B
Concept model©. Mixing the right ingredients (such
as products, preparation, design, materials, colour,
lighting, experience, music, smell, touch, taste, service,
prices, signage) for the perfect concept recipe, making
your guests want to stay and inviting them to return.
We make this available to the right audience at the
right moment with a made-to-measure offer.
As a true team captain, we make it happen from
analysis to implementation. So, if you work with
Conceptional, you can be sure that we do everything
to create the perfect F&B concept and place.
From brand promise to brand delivery
Every day in the Food Service industry, we take the
journey from brand promise to brand delivery and
back again. There is a need to add value to your brand
by giving it the right concept, communication, product
development, pricing, processes and everything else
it requires to give your teams on the ground a fighting
chance in their competitive environments. Every day,
your teams need to deliver on these promises. In doing
so, they must focus on exceeding guest expectations
while simultaneously managing their top- and
bottom-line performance. It’s a complex juggling act
that takes a lot of skill.
At Conceptional, we understand the complex
relationship between promise and delivery. We focus
with you on optimising the performance of your
existing portfolio to maximise cost efficiency and
stimulate brand performance. We re-evaluate your
brand and strengthen the basis for future growth by
looking at your organisational capability, processes
and materials. We also do a stress test and re-engineer
your current business strategy if necessary. After that,
we analyse all growth options and choose the right
pathway to sustainable restaurant growth.
That’s ConceptionalWe analyse, amaze and make it juicy…for you.
analyse. amaze. juicy.
We believe food deserves the best attention and care. We believe you and your guests deserve the best attention and care.
COMMERCIAL & CREATIVE
TEAM CAPTAIN
WINNER’SMENTALITY
EYE FOR DETAIL
Conceptionalvalues
HANDS-ON PERSONAL
That is why we want to develop F&B concepts and places that work.
Commercial and creative, that’s exactly what you can expect from us. We
always search for perfection in balancing these two ingredients. With
our hands-on approach, we make ideas come to life from analysis to
implementation. We become your partner and give you and your guests
the best attention and care.OWNERSHIP IMPACT
I C O N S
TA R G E T G R O U P S
MALL
I C O N S
TA R G E T G R O U P S
MALL
Airports / Shopping experience Food Service Concepts / LeisureHospitality & Catering / Education Fairs & Congresses
Markets
Travel Education Fairs &Congresses
Shoppingexperience
Hospitality& Catering
understand.surprise.yummy.
LeisureFood Service Concepts
1. F&B Concept development page 14
2. Process page 16
3. We offer you page 18
4. Portfolio highlights page 20
1. F&B Placemaking page 28
2. Process page 30
3. We offer you page 32
4. Portfolio highlights page 34
F&B Concept development
F&B Placemaking
1. F&B Performance & Growth page 40
2. F&B Performance process + offer page 42
3. F&B Growth process + offer page 48
4. Portfolio highlights page 52
F&B Performance & Growth
Cooking up concepts serving
satisfaction
F&B Concept development Introduction
F&B Concept development
Your customers are satisfied.
Your staff is enthusiastic about
the business. Your location
meets all your expectations. Your
investment is paying dividends. As
an entrepreneur you simply want
a good Food & Beverage concept
that ticks all the boxes.
We are keen to work with you and
your team to achieve the absolute
best result. Conceptional succeeds
in getting the most out of your
square meters, investment and
employees. The outcome is
a healthy long-term return. We
help you develop concepts and
formulas that more than justify the
investment and needs.
Usp’s
• From analysis to
implementation
• Years of (inter)national
experience
• Knowledge of (inter)national
trends & developments
• Team captain with access to
the best specialists
• The right mixture of creativity
and commerce
• Committed partner
Get the most out of your square meters.
Conceptional brochure | 14
F&B Concept development processOur proven Food & Beverage concept process guides us through different
stages of concept development. This gives you insight into budgets, what
needs to be done and time to anticipate upcoming activities.
From analysis up to
implementation
When developing or optimizing
your concept, we work with a
proven model. After the first
thorough analysis, we map out
the potential of your location. We
make sure the concept is based on
the agreed values and appeals to
all senses. Extensive briefing and
development of the functional
layout and design are followed
by the implementation phase
in which attention is paid to all
details. We believe that a hands-
on mentality is key to a successful
concept, so we are even prepared
to get your concept up and running
for you!
Concepts that appeal to sight, taste, smell, hearing and touch.
Most of the time, it starts with an idea, but we first need to understand you, the location and your guests. That’s why we start with an analysis.
1. ANALYSIS
Conceptional brochure | 16
Package 2
• Brief analysis current (P) (Q) (€) • Site Visit • GAP analysis (insights)
QUICK SCAN
Package 3
• Detailed analysis current (P) (Q) (€) • Site Visit • Conceptional Trend Card ®
Conceptional Score Card (KPI’s) • GAP analysis (insights) • F&B Concept plan
CONCEPT PLAN
Package 4
• Detailed analysis current (P) (Q) (€) • Site Visit • Conceptional Trend Card ® • Conceptional Score Card (KPI’s) • GAP analysis (insights) • F&B Concept plan • Indicative menu matrix • Capacity calculation • Kitchen lay-out and equipment • Preliminary and final design • Signage and communication • Concept manual
CONCEPT DEVELOPMENT
Package 1
• Coaching on director base
COACHMENU DEVELOPMENT • Recipe development in
collaboration with a chef
BAdd-on+
GUIDANCE IN SELECTING PARTNERS • Tableware/disposables presentation
material • Staff clothing • Marketing & PR • Visual Merchandising • F&B suppliers
CAdd-on+
AUDITING • Audit quality and finance
FAdd-on+
IMPLEMENTATION • Guidance kitchen suppliers • Guidance interior designer • Guidance signage & communication • Guidance start-up stage and launch
DAdd-on+
TRENDTOUR AAdd-on+
OPERATIONS • Operational planning • Operational manual • Bar, kitchen and restaurant support • Staff training
EAdd-on+We offer youBased on your specific needs and requirements we
can offer you a made-to-measure package.
Conceptional brochure | 18
PIT FOODCONCEPTAlbron
Breaking away from the standard
hospital Food & Beverage offerings,
Albron, together with Conceptional,
created the new food concept PIT
which focusses on healthy and
comfort food. When it comes to
food, PIT provides for the needs of
convalescing people. Right now,
the PIT concept is being introduced
throughout the Netherlands.
• Amsterdam Academisch
Medisch Centrum
• Zaans Medisch Centrum
• Rode Kruis Ziekenhuis
• ZorgSaam Terneuzen
Services
F&B Concept development
Implementation
Do you want to see more?Check conceptional.nl/cases for our latest projects.
LOUNGE 2AMSTERDAM AIRPORTHMSHOSTHMSHOST appointed Conceptional
to create new concepts for
Amsterdam Airport Schiphol,
tailored to international travellers
in Lounge 2, with the focus
on national and international
passengers.
STREET FOOD MARKET
Street food market eating, the new
food court concept, brings the
outdoor vibrancy of an urban street
food market indoors. When looking
at the markets of Amsterdam for
inspiration, it becomes apparent that
the market feeds the senses and lifts
the spirits.
CAFÉ COCO
The challenge was to blur foodservice
and retail. This creative process
evolved into an upmarket food
boutique, offering luxury chocolates
& champagne, a variety of bites and
different seating areas – a unique
viewpoint area where you can watch
aircraft arrivals and departures on the
runway.
AMSTERDAMBREAD COMPANY
The briefing was to create a
traditional bakery producing round
the clock. This creative process opens
our vision as to how we make bread
and its foundation is even based on
the centre of an authentic windmill.
Amsterdam Bread Co. offers fresh-
baked bread, topped with seasonal
products, a healthy breakfast, tasty
lunch or delicious dinner.
FRAMES BAR & BITES
The challenge was to blend travel
and culture into a unique bar
concept. This set the stage for
a centre-piece bar, offering an
international selection of wines, a
variety of bar food and different
seating areas. A multi-layered
travel and cultural experience in
cooperation with the Stedelijk
Museum Amsterdam.
Do you want to see more?Check conceptional.nl/cases for our latest projects.
BAKERY CAFÉ & DELI KITCHENAlbert HeijnAlbert Heijn is the largest
supermarket chain in the Netherlands
and owned by Ahold Delhaize.
Conceptional has been asked to
develop a concept which responds
to the blurring trend that combines
foodservice and retail. The two
modules are designed in a way that
they can be customized for each
store. The aim is therefore to surprise
customers in a dozen Albert Heijn
stores with great products from the
Bakery Café and the Deli Kitchen.
The Bakery Café is a welcoming place
at the entrance of the Albert Heijn
store where customers can enjoy a
cup of coffee and a sandwich either
before or after having gone shopping.
The Deli Kitchen features an extensive
assortment of salads, meals, pizzas
and grilled chicken to be eaten right
on the spot or to be taken home.
Services
F&B Concept development
Menu development
Do you want to see more?Check conceptional.nl/cases for our latest projects.
Services
F&B Concept development
Menu development Implementation
Operations
SPEYSJaarbeurs Utrecht
The Jaarbeurs is the place for
inspiration, motivation, activity and
facilitating valuable meetings by
connecting people, markets, dealers
and manufacturers. Conceptional has
been asked to create a food court
where people can eat, drink and
meet.
Speys eten & drinken is a fast, casual
food court - a place with the vibrant
colours of five food stations and open
show kitchens with canopies. This
creative process of dealing with peak
(lunch) times during events at the
Jaarbeurs and stimulating evening
hours in cooperation with cinema
Kinepolis opens our vision about the
set-up of the different food stations.
The concept foundation is based on
the history of the Jaarbeurs and looks
back at its origin of trading spices
and ingredients.
Do you want to see more?Check conceptional.nl/cases for our latest projects.
F&B PlacemakingIntroduction
F&B Placemaking
As a property owner or
entrepreneur you are constantly
looking for ways to increase
capture rates, enhance experiences,
create longer dwell times and, in
doing so, maximize rental income.
This demands placemaking for
which we make sure F&B plays its
part.
Placemaking focuses on the
target group’s needs and desires.
But what makes a space a place?
Places are normally community-
driven and it’s a case of ‘function
before form’. We always keep this
in mind when developing a new
F&B place. Who is your target
group, what do the surroundings
need to offer or what makes the
place unique? With the right mix of
different F&B concepts and brands,
together with other peripheral
activities, the right design and a
pleasant atmosphere, we create a
destination to aim for and spend
time in.
Usp’s
• Developing from
analysis up to realization
• Years of experience
in the international
foodservice market
• Speaking the language
of the operator
• Ensuring the right mixture of
commerce and creativity
• Keeping a close eye on
trends & developments
F&B increases dwell time.
From appetite to satisfaction
Conceptional brochure | 28
F&B Placemaking processOur proven Food & Beverage Placemaking process guides us through
different stages of F&B Placemaking. This gives you insight into what
needs to be done and time to anticipate upcoming activities.
From analysis up to
implementation
Most of the time, it starts with
an idea, but we also need to
understand you and your future
guest. That’s why we make a
thorough analysis of needs,
location, trends and developments.
In addition, we carry out feasibility
studies providing information
to scope the potential revenue
per square meter and indicative
commercial value.
We develop a Food & Beverage
masterplan based on positioning
(P), quality (Q) and commercial
value (€). We make sure we blend
the right mix of F&B brands and
concepts, layouts, other activities
and design. We plot the vision of
the place, the needs of the future
audience and all the requirements
of the operators.
To secure the F&B masterplan
implementation, we take care in
selecting the operators, making
them enthusiastic for leasing and
we are able to support them with
their concept by co-creating a
final design. Since we develop F&B
concepts ourselves, we speak the
same language. 1. ANALYSIS
Conceptional brochure | 30
Package 1
• Brief analysis current (P) (Q) (€) • Site Visit • GAP analysis (insights)
QUICK SCAN
Package 2
• Detailed analysis current (P) (Q) (€) • Site Visit • Workshop • Conceptional Trend Card ® • GAP analysis (insights) • F&B Vision
• Ambition
• General future indicative KPI’s • Principles F&B concept
F&B VISION
Package 3
F&B MASTERPLAN• Detailed analysis current (P) (Q) (€) • Site Visit • Workshop • Conceptional Trend Card ® • GAP analysis (insights) • F&B Vision
• Ambition
• Future indicative KPI’s per zone • Principles F&B concept
• Space planning • a.o. Schematic floor plan
• F&B concept and brand plan • a.o. Brand/concept mix proposal
• Design principles • Technical overview (E&W)
DESIGN GUIDANCE • Briefing to designer • Support designer
CAdd-on+
SUPPORT CONCEPT • Directing support concept tenants
(property owner)
• Concept development support plan (operator)
EAdd-on+
F&B LEASING • Principles head of terms • Negotiation with F&B brands / operators
DAdd-on+
ATRENDTOUR Add-on+
TRENDREPORT • Country, region and city
Add-on+ B
We offer youBased on your specific needs and requirements we
can tailor-made an appropriate package.
Conceptional brochure | 32
Located in the heart of the
Netherlands, Hoog Catharijne is the
largest and most popular shopping
mall in the country. To make it even
more attractive, Hoog Catharijne
is being transformed into a light,
futuristic shopping paradise
containing an amazing new Food &
Beverage area: City Square.
City Square is set to become the
place for shoppers, commuters, locals
and tourists alike to enjoy a drink or a
meal. Situated at the centre of Hoog
Catharijne and filled exclusively with
cafés, restaurants and other Food &
Beverage outlets, it is designed to
provide visitors with an environment
dedicated to Food & Beverage.
Services
F&B Masterplan
F&B Leasing F&B Design guidance
HOOGCATHARIJNECITY SQUAREKlépierre
Do you want to see more?Check conceptional.nl/cases for our latest projects.
Services
F&B Masterplan
F&B Support concept
MULTI SHOPPING CENTRESFood & Beverage masterplanMulti currently owns or manages
over 130 shopping centres, which
welcome more than 400 million
visitors per year. Conceptional
supported Multi with their vision on
food and set-up a Food & Beverage
masterplan for the following
shopping centres:
• St. Enoch Centre,
Glasgow United Kingdom
• Marmara Forum,
Istanbul Turkey
• Blanchardstown Centre,
Dublin Ireland
• Schuytgraaf,
Arnhem the Netherlands
Do you want to see more?Check conceptional.nl/cases for our latest projects.
DE EFTELINGKAATSHEUVELFood & Beverage activitiesDe Efteling is a landmark of
storytelling and a theme park to
wonder in a world of wonders. It’s
all about the customer journey,
from family to groups, experiencing
enchanting moments. Whether you
just want to have a drink or bite: in
the park you will find everything
from fast-food take aways to
medieval diners and tasty pancakes.
Conceptional supported de Efteling
with their Food & Beverage plans and
concepts.
CONCEPTS
• Polles keuken
pannenkoekenrestaurant
• Het Wapen van Raveleijn
restaurant
• Steenbok
• Casa Caracol
• Proeftuyn pluk de dag restaurant
FRESH & SUSTAINABLE
• Several F&B sites
Services
F&B Concept development
F&B Masterplan F&B Vision
Do you want to see more?Check conceptional.nl/cases for our latest projects.
From brand promise to
brand delivery
F&B Performance & Growth Introduction
F&B Performance & Growth
Whether you’ve got a start-up, a
scale-up or an established brand,
your concept and F&B operation
both need to perform equally well.
We also understand that many
complex and dynamic variables
– both strategic and operational –
affect each day’s results. Because of
this, we focus not only on financial
performance but also on the
performance of the operation itself,
the people who work for it and the
brand as a whole. And why? Because
all of these aspects feed in to that
one specific moment when the
promise made by the concept is
delivered to your guest.
Of course, for Food Service concepts,
visibility and accessibility are big
parts of the brand story and strength.
However, when growth is not based
on strong financial performance,
or if your concept, organisation,
processes and brand are not yet
scalable and robust, growth may be
impaired. Even worse, the sustainable
performance of your current
organisation may be threatened.
Aiming for growth may never be
an excuse for not optimising your
current performance.
Although we believe that
optimisation, strengthening and
growth form a continuous cycle
for a Food Service concept or F&B
organisation, we understand the
difference in focus that these require.
Therefore in our approach we make
the distinction between a Plan to
Win (F&B Performance) and Plan to
Grow (F&B Growth). Together, this
combination will deliver a sustainable
strong brand performance.
Conceptional brochure | 40
F&B Performance process Plan to win
Our Food & Beverage Performance process guides us through different
stages of F&B Performance. This gives you insight into what what needs to
be done and time tot anticipate upcoming activities.
From analysis up to successful
operation
We will work with you and
your team to optimise your
organisation’s current performance
by examiningall angles,
benchmarking performance
against targets, checking internal
and external best practices and
reviewing cross-market concepts.
We will work diligently to
strengthen the foundations upon
which you can build growth, and
set out the best options upon
which to base your growth strategy.
While doing so, we will evaluate
the different possible scenarios
in depth. If required, we can also
provide you with any additional
support and guidance to carry out
your plans.
The journey towards sustainable profitibility & growth.
1. ANALYSIS2. CONCEPTIONAL PERFORMANCE MONITOR & SCORE CARD
3. PLAN TO WIN MASTERPLAN
4. EBITDA BRIDGE, INCL. ZERO BASED BUDGETING
5. MULTI- FUNCTIONAL ACTION PLAN & IMPLEMENTATION
6. EMBEDDING PHASE
7. BRAND MONITOR & SCORE CARD UPDATE
Conceptional brochure | 42
Quick Scan current
F&B Performance
Package 2
QUICK SCAN
a.o. Site Visit and GAP
analysis
In-depth analysis current
F&B Performance
Package 3
BRAND MONITOR & SCORECARD
a.o. Performance Score Card (KPI’s)
Full analysis F&B
Performance, Potential
and Improvement Plan
Package 4
PLAN TO WIN MASTERPLAN
a.o. Overall Action Plan
& derived Management by
Objectives
Coach Management
Package 1
COACH
Coaching on
Subscription Base
Start-up support new
concept
START-UP NEW CONCEPT
a.o. Training &
Coaching on the job and Trouble
Shooting
Package 5 TRENDTOUR AAdd on+
BEST PRACTICES & BENCHMARKING STUDIES
BAdd on+
PLAN TO WIN STORE LEVEL CAdd on+
CORPORATE GOVERNANCE DAdd on+
AUDITS & REVIEW EAdd on+
KITCHEN INNOVATION FAdd on+
CONCEPT DESIGN INNOVATION GAdd on+
OPERATIONAL EXCELLENCE HAdd on+
PRODUCT & MENU DEVELOPMENT IAdd on+
We offer youBased on your specific needs and requirements we
can offer you a made-to-measure package.
Conceptional brochure | 44
From Plan to win to
Plan to grow
Conceptional brochure | 46
F&B Growth process Plan to grow
Our Food & Beverage Growth process guides us through different stages
of F&B Growth. This gives you insight into what what needs to be done and
time tot anticipate upcoming activities.
From analysis up to successful
operation
When it’s your organisation’s
ambition to grow, we will first look
at the conditions for growth and
how best to achieve it. To pursue
the F&B growth process we will
then investigate the best route to
take. All the insights we gain then
result in a clear Plan to Grow.
Getting everyone involved in the
development and implementation
of these plans is very important to
ensure that it will will be supported
by the entire organisation. We
work according the 'two-levels-up
and two-levels-down' principle.
This means that wee stimulate
active engagement from the entire
organisation. As part of your team,
we will then implement the agreed
plans and give you the assurance
you require that they are operating
correctly.
Optimize. Strenghten.Grow.
1. ANALYSIS2. CRITERIA DEFINITION & FEASIBILITY- AND MARKET STUDIES
3. SELECTED DEEP DIVES PREFERRED SCENARIOS
4. BUSINESS CASE & ORGANIZATIONAL STRESS TESTING
5. PLAN TO GROW MASTERPLAN 6. MULTI- FUNCTIONAL ACTION PLAN
7. IMPLEMENTATION & REALISATION
Conceptional brochure | 48
NEW COUNTRY ENTRY EXECUTION & SUPPORT
AAdd on+
CORPORATE GOVERNANCE BAdd on+
STANDARDIZATION PROCESSES CAdd on+
FRANCHISING DAdd on+
ACQUISITION STRATEGY (M&A) EAdd on+
SITE PIPELINE DEVELOPMENT FAdd on+
Quick Scan current
F&B Growth
Package 2
QUICK SCAN
a.o. Concept and Market
Tour & Visit
Package 3
GROWTH MASTERPLAN
a.o. Deep Dive Analysis
on Top Development Priorities
In-depth analysis
current F&B Growth
Package 4
NEW COUNTRY ENTRY PLAN
a.o. Set up New Country
Entry Plan and Partner Selection
Package 1
COACH
Coaching on
Subscription Base
Coach Management Full materialization of
F&B Growth
We offer youBased on your specific needs and requirements we
can offer you a made-to-measure package.
Conceptional brochure | 50
BURGER KING Food & beverage
activitiesWe have gained over 13 years of intensive
knowledge and understanding of the
Quick Service Industry a.o. from within the
Burger King International System. Both
supporting the franchisor organisation
in its international expansion, optimising
restaurant and franchise performance
whilst focussing on entering new
geographic markets setting up tailored
made brand execution plans as well as
executing a management buy-out of the
dutch business, strengthening its earning
potential and as a result maximizing
enterprise value followed by a successful
exit of the investor. In this a balanced
approach on performance over different
functional platforms has been pivotal in
achieving the required results.
Services
F&B Performance
F&B Growth
Do you want to see more?Check conceptional.nl/cases for our latest projects.
CAFÉ AMERICAINEden Hotels
Café Americain is located at
Leidseplein in the vibrant heart
of Amsterdam. In the fifties, the
restaurant was the place to meet with
each other, this has been transformed
into a modern restaurant with a
classic twist. Both the menu and the
Interior has been transformed with
Class & Classics as starting point.
The bar is the central point of the
new Café Americain, the heart of
the matter. The bar is a stage for her
beloved Amsterdam, with tastings
of local spirits and products. The
menu has been developed by star-
chef Peter Gast. The dishes are classy,
presented in a modern way and
prepared with local products and
ingredients.
Services
F&B Concept development
Menu development Implementation
F&B Performance
Do you want to see more?Check conceptional.nl/cases for our latest projects.Conceptional brochure | 54
analyse. amaze. enjoy.
Do you also believe food deserves the best attention and care in your foodservice or leisure company? Do you think that your guests deserve the best attention and care? Looking for a reliable, experienced business partner to develop F&B concepts and places that work? We at Conceptional are keen to discuss options in more detail with you. Let us understand and surprise you and your guests!
Conceptional B.V.A. Saturnusstraat 60, unit 60
2516 AH The Hague
The Netherlands
T. +31 (0)70 20 55 688
W. www.conceptional.nl
Interested?
F&B PERFORMANCE & GROWTH
www.conceptional.nl