Hilton launches in-house F&B development arm

Hilton has launched StiR Creative Collective, an in-house consulting and development arm reimagining hotel food and beverage. StiR will help with strategy, concept creation and branding to both affiliated partners and independent hospitality operations in the Americas and Europe, the Middle East, and Africa.

“StiR Creative Collective is a leading-edge offering that marries the company’s global footprint with the team’s invaluable wealth of relevant experience designing and delivering extraordinary food and beverage destinations,” Adam Crocini, senior vice president and global head, food and beverage brands, Hilton, said in a statement. “From restaurants and handcrafted cocktail bars to revolutionary retail outlets and gourmet grab-and-go, StiR manages every project with care and attention to provide an end-to-end, turnkey experience that brings exceptional narratives to life.”

StiR’s collection of a la carte services spans strategy, concepting and branding includes: 

  • Market studies and analysis;
  • Master planning and holistic multi-concept hotel and resort planning;
  • Repositioning support;
  • Original restaurant and bar concept development;
  • Concept Branding and visual identity creation;
  • Third-party chef recommendations and connections;
  • Design integration and project management;
  • Menu creation and recipe development;
  • Pre-opening support;
  • Marketing and PR guidance.

“At Hilton, we understand the undeniable importance that hotel food and beverage programs have on the guest experience,” said Chris Silcock, president, global brands and commercial services, Hilton. “With almost 7,400 properties around the world, our guests' tastes and preferences are vast—and so are our offerings. With the introduction of StiR Creative Collective, we have the unique ability to work with our owners, operators, and hotel teams to tailor our food and beverage innovations to meet the evolving needs of our guests, together, arming those groups and the industry at-large with meaningful solutions that drive revenue and brand loyalty.” 

StiR Creative Collective has completed several projects, including Virtu Cafe and Día at Canopy by Hilton Toronto Yorkville in Toronto; Rosebay and The Nineteenth at Hotel 1000 Seattle, LXR Hotels & Resorts in Seattle; and CALLA at Hilton Garden Inn Monterey in Monterey, Calif. 

This month, StiR is unveiling two more projects: Five bespoke restaurant and bar concepts at Conrad Orlando (Ceiba, Sophia’s Trattoria, Papaya Club, Apero, Little Spoon) and Signia by Hilton Atlanta (Capolinea, Nest on Four, Homespun, Highball, Friendship Market) respectively.