Industry Experts Launch New Initiative for Hotel Restaurant and Bar Activation
Originating and activating restaurants and bars is the core mission of Pure Grey, a newly launched consulting group of industry experts at the forefront of hospitality, concept development, branding, training, and restaurant and bar management. This effort allows hoteliers to tap into the team’s industry expertise "to create distinctive and relevant concepts that integrate with the local community and are positioned for financial success," the group's announcement states.
"The future of hotel dining requires engagement with locals as well as overnight guests," the announcement states. "Pure Grey’s leadership has identified an opportunity to propel hotel F&B forward with a focus on developing concepts specifically for each hotel’s market and demographic. The group was born out of Marriott’s acquisition of Starwood Hotels and their Culinary Concepts Hospitality Group, owners of brands such as Market Kitchen, J&G Steakhouse and Spice Market. While under the Marriott umbrella, the team operates independently and offers services within the luxury and premium segments to hotel owners worldwide.
Pure Grey is overseen VP and Team Lead Guy Heksch (pictured) who has assembled a core with extensive global industry experience, including Senior Director Operations & Development Ed Viita, Culinary Director Chef Andres Jimenez, Culinary Manager Chef Thais Rodriguez, Service & Guest Experience Manager Edie Burns, and Creative & Strategic Manager Logan Faure.
The collective has created a studio in New York’s Tribeca neighborhood for hands-on ideation sessions and menu development. The full restaurant kitchen allows for recipe development, menu tastings, and staff training on site.
Pure Grey currently has projects active in the Americas, Middle East, and Europe. The team is currently looking for future opportunities within the expanded Marriott International portfolio and beyond.
For more information visit www.pure-grey.com.