Gelato Litho
Resort F&B Strategy · Concept Development · Ancillary Revenue
/ Overview
A five star Aegean resort was evaluating new food and beverage concepts capable of increasing guest spend, strengthening property relevance and creating repeat seasonal value.
The study focused on five issues: Underdeveloped Ancillary Revenue Opportunity, Generic Seasonal F&B Concepts, Weak Property Specificity, Limited Perceived Product Value and One Off Activation Risk.
WØM developed Gelato Litho as one commercial concept route, combining product format, hospitality positioning, cultural research, naming, packaging and guest experience within a property specific seasonal proposition.
The concept was designed to operate as more than a food offer, with potential to support ancillary revenue, on property spending, product recognition and repeat seasonal activation.
Commissioned concept study · Competitive proposal · Not implemented · Client under NDA
/ Project Details
Client: Confidential client · NDA
Industry: Resort Hospitality & Food and Beverage
Date: 2025-2026
[ Challenges/Solutions ]
FIVE COMMERCIAL ISSUES
01 · UNDEVELOPED ANCILLARY REVENUE OPPORTUNITY
The property was exploring new ways to generate incremental guest spend through F&B without simply extending the existing restaurant and bar offer.
Applied: Hospitality Commercial Concept Strategy · F&B Opportunity Mapping · Guest Spend Strategy · Product Commercialisation
The concept study identified a standalone seasonal product opportunity with its own purchase occasions, presentation and commercial role within the resort.
02 · GENERIC SEASONAL F&B CONCEPTS
A seasonal activation needed enough distinction to become part of the resort experience rather than another interchangeable summer F&B offer.
Applied: F&B Concept Development · Hospitality Product Strategy · Naming Strategy · Guest Experience Design
A proprietary concept was developed around a distinctive product format, name and guest interaction rather than a conventional gelato proposition.
03 · WEAK PROPERTY SPECIFICITY
A concept designed for a premium Aegean property needed a direct relationship with the place itself, rather than visual references that could belong to any Mediterranean resort.
Applied: Cultural Insight Research · Cultural Positioning · Property Specific Concept Design · Architecture Led Positioning
Cycladic stone and the architecture of the property informed Litho, its slab format and the wider presentation system.
04 · LIMITED PERCEIVED PRODUCT VALUE
A familiar gelato format offered limited scope for differentiation within a five star environment or for extending the purchase into takeaway and gifting.
Applied: Product Format Innovation · Premium Product Positioning · Retail Experience Design · Packaging Strategy · Gifting Proposition Design · Retail Merchandising
The product was rethought as a slab shaped format with dedicated presentation, packaging and gifting applications designed to support a higher perceived value.
05 · ONE OFF ACTIVATION RISK
A seasonal concept also needed to justify future reuse without requiring a completely new creative and operational setup each season.
Applied: Seasonal Concept Architecture · Concept Scalability · Operational Simplification · Staff Narrative Design · Service Communication Design · Organic Advocacy Strategy · Word of Mouth Strategy
The proposal was structured around a repeatable product format, simple staff narrative and visual system that could return across future seasonal activations
[ Provided services ]
Resort F&B Strategy
Commercial study of how a new food and beverage proposition could increase guest spend, strengthen the resort offer and create additional seasonal revenue.
Hospitality Concept Development
Development of a property specific commercial concept connecting product format, destination context, guest behaviour and the operating environment of a five star resort.
Ancillary Revenue Strategy
Assessment of the concept as a non room revenue opportunity, with attention to guest spend, seasonal repeatability and commercial value beyond the core accommodation offer.
Guest Experience & Service Design
Definition of the guest interaction, product presentation and service experience around the concept, designed for a premium resort environment.
Naming, Packaging & Creative Concept
Development of the Gelato Litho name, creative direction and packaging concept to give the proposition a distinctive identity linked to the property and its seasonal setting.
Strategic review for resort concepts
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