Transforming Disused Commercial Space into a Thriving Food Destination
In May 2025, a local property investor approached Fig Consultancy with an ambitious vision but no clear roadmap. They had acquired disused commercial buildings in Newquay with the goal of transforming them into a vibrant retail and catering business, but faced a fundamental challenge: where to start?
The client needed more than just advice on one aspect of the business. They required comprehensive guidance spanning brand development, market positioning, operational planning, and legal compliance. Without expertise across these diverse areas, the project risked becoming fragmented, expensive, and time-consuming as they sought answers from multiple sources.
Our Approach
Simon led this project on behalf of Fig Consultancy, looking in depth at many of the seemingly obvious aspects , but nonetheless essential elements that come with launching a successful food business. Rather than treating each element of the clients brief in isolation, which initially the client was going to do – (ie retail space, catering development) we developed an integrated strategy that would maximize the space available and will deliver stronger returns on the client’s investment.
Market Research & Customer Insight
We began by understanding the landscape. Our research focused on existing footfall patterns, current food offerings in the area, consumer behaviour, and critically, identifying gaps in the market. We analysed the local demographic, recognising the diverse audience ranging from gym enthusiasts and local tradespeople to office workers seeking quality food options.
Brand Development
Drawing on our customer insights, we have developed an entirely new food brand concept around an offer that is both healthy and filling that appeals to active lifestyles without resorting to stereotypical “health food” clichés. The brand identity has been created to resonate with the target demographic whilst standing out in Newquay’s existing food scene.
Menu Innovation
We have created distinct menu offerings for different dayparts:
• Breakfast – Catering to early risers and pre-work crowds
• Lunch – Serving the midday rush of workers and shoppers
• Early Evening – Capturing the after-work and leisure market
Each menu has been designed to be both innovative and commercially viable, balancing customer appeal with operational efficiency.
Operational Planning
Our expertise extends beyond the customer-facing elements to the practical realities of running a food business:
• Equipment Investment – Specifying kitchen and service equipment aligned with the client’s budget and the menu requirements
• Skills & Training Strategy – Developing a recruitment approach focused on attitude and aptitude, with comprehensive training plans to build the necessary skills
• Legal & Compliance – Navigating signage regulations, shop fitting requirements, licensing, insurance, and business trading obligations
Where We Are Now
The comprehensive brand, menu concepts, market positioning and operational framework are now complete. As the client progresses through the building development phase, we remain engaged and ready to move into implementation when the physical space is ready. This phased
approach ensures that when doors open, every element will be aligned and ready to deliver.
Why This Project Matters
This case study demonstrates Fig Consultancy’s unique value proposition: our skill level spans the full spectrum of catering and commercial sectors. Where most consultancies would require our client to piece together advice from multiple specialists, we provided integrated guidance
across brand strategy, market research, menu development, operational planning, and regulatory compliance.
For the client, this meant:
• A single point of contact rather than managing multiple consultants
• Integrated thinking where brand, operations, and commercial realities inform each other
• Cost efficiency through streamlined expertise
• Confidence in moving forward with a thoroughly researched and professionally developed concept.
The project remains commercially sensitive, with the brand name and exact location still under wraps. However, the client has been delighted to allow us to share this insight into our collaborative process.