Originating and activating restaurants and bars are the core missions 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 unparalleled 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 future of hotel dining requires engagement with locals as well as overnight guests.  Pure Grey’s leadership has identified an opportunity to propel hotel food and beverage 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 offers a one-stop solution for conceptualizing and executing restaurants, as well as a la carte services for everything from market research to idea development to training and more. The team is adept at crafting concepts that the fit the local market, devoting extensive time to site visits and market research during the development phase. Concepts are then tailored to the local experience, drawing on the history and heritage of the market. Execution involves everything from overseeing the buildout to recruiting key team members to menu and recipe testing to inventory management to marketing support. Ongoing consulting support ensures the property meets its revenue potential with adjustments made as needed based on customer feedback and industry trends.

The name Pure Grey refers to contrasts and extremes, and the nuances and possibilities at every step between. The methodology that mirrors the name reflects the diverse inputs that lead to specific, tailored outcomes for each brand and experience Pure Grey originates and activates.

Pure Grey is overseen by Vice President & Team Lead Guy Heksch 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 are currently looking for future opportunities within the expanded Marriott International portfolio and beyond.

Hotel & Lodging, Industry News