One-size-fits-all is dead. Personalisation is our right, not a privilege.

A mass-market, standardised approach to hospitality and foodservice with its cookie-cutter approach to outlets’ design, people development and menu strategy is not working for your guests anymore. Why? Because modern consumers are dissatisfied with uniformity and yearn for empowerment and self-expression. ‘I’ll have it my way’ is more than a slogan in the hospitality industry, it’s a recognition of the guests’ innate need to exert control over the environment and more importantly, what they put in their bodies.

Welcome to the Experience Economy, where hospitality businesses must form unique and memorable connections to secure guests’ affections and thrive in the current economic climate. Customisation, personalisation, bespoke and tailored experiences– call it what you will, these all describe the trend which is an ever-present and growing part of 21st century life. The very pervasiveness of customisation makes the trend what it is today: an expectation. And one that your guests simply won’t do without. Your guests are in control, they have more choices than ever before, and they command the conversation. Your business just became personal.


  • Understand why the trend to customisation and bespoke service is too important to ignore

  • Stand out from the ‘sea of sameness’ by creating memorable and individual experiences across all your consumer touch points

  • Learn how to define and differentiate your brand and how to map up your consumer journey whatever your outlet type

  • Develop your people so that they deliver the bespoke experiences your customers require

  • Focus on your brand in all aspects of the customer journey
    Craft your menus to inspire and delight your guests

“Bespoke” will help raise your game in the competitive world of hospitality.It will provide you with fresh insights needed to steer a course to your customers delight, loyalty and therefore your business success.