Concept & Positioning
Each concept required a clear proposition and positioning to establish its place within the portfolio.
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The Backstreet Kitchen
Seven Brands. Multiple Cuisines. 220+ Products. One Operating System.
Building and standardising a multi-brand food operation at speed.
7brandsLaunched simultaneously
220+Products standardised
15daysTo standardise the recipes
PortfolioSeven brands across multiple cuisines
Launch window90 days, idea to launch
HMBL mandateEnd-to-end development and execution partner
Scale220+ products, recipes standardised in 15 days
The brief
The Challenge
Most restaurant projects involve building one brand, one menu and one operating model.
The Backstreet Kitchen was fundamentally different.
The brief involved building seven brands simultaneously, across multiple cuisine categories, within a 90-day launch window.
That meant HMBL had to solve several problems at once:
- How do you create distinct brands?
- How do you build menus across completely different cuisines?
- How do you develop hundreds of products?
- And how do you ensure every product can be executed consistently?
Our role
The HMBL Mandate
HMBL took on the project as an end-to-end development and execution partner.
The mandate covered the complete food-business build — from positioning and brand development through product, kitchen, vendors, people, systems, packaging, marketing and launch.
The portfolio
Seven Brands. Multiple Cuisines.
The portfolio spanned:
This wasn’t simply seven menus.
It was seven distinct food propositions that had to work together operationally.
The work
What HMBL Built
Brand Development
HMBL worked across the brand identities and customer-facing elements required to take multiple concepts into the market.
Menu Engineering
We developed and structured menus across the different cuisine categories, balancing customer proposition with operational practicality.
Product Development
Food trials and recipe development were conducted across the portfolio.
Recipe Standardisation
The biggest operational challenge was consistency. HMBL standardized recipes for 220+ products in just 15 days, creating a common foundation for execution across the brands.
Kitchen & Operations
Kitchen planning and design were developed around a multi-brand operating environment, rather than treating every concept as an isolated kitchen.
Vendors & Procurement
Vendor liaisoning and supply-side coordination were handled as part of the overall project.
People
HMBL supported hiring and training to create the operational team required to execute the portfolio.
Packaging & CCG
The customer-facing components, including packaging and CCG, were developed as part of the overall brand experience.
Launch
All seven brands were brought to market simultaneously within 90 days.
In pictures
Kitchen, food and packaging
Outcomes
The Numbers
7brandsLaunched simultaneously
90daysIdea → Launch
220+productsRecipes standardised
15daysTo standardise the recipes
MultiplecuisinesOne operating environment
Outcome
The Impact
The Backstreet Kitchen project demonstrates HMBL’s ability to manage complexity at scale.
Seven brands were developed and launched simultaneously across multiple cuisine categories, while the recipes for 220+ products were standardised in just 15 days.
Takeaway
What This Project Demonstrates
HMBL isn’t limited to building a single restaurant concept.
We can build multi-brand, multi-cuisine food businesses where strategy, branding, product development and operations have to work together.
The real value is not simply that we can develop 220 products.
It’s that we can take 220+ products and turn them into a standardised, executable operating system.
Have a food business in mind?
Tell us where you are — from an early idea to a concept that needs an operating partner — and we’ll take it from there.
