01 · Rethink
Concept & strategy
Positioning, menu architecture, pricing and the guest journey, questioned from first principles before anything is rebuilt.
Hospitality advisory · UAE
We do things again.
Better.
Re. works alongside owners and operators to rethink concepts, rebuild operations and make restaurants perform: on the floor, in the kitchen and on the P&L.
Rethink · Rebuild · Perform
Every engagement ends with a number, not an opinion.
20+
Years operating
3
Markets · UAE, KSA, Lebanon
10wk
Diagnostic to implementation
6
Service disciplines
Three pillars. One way of working.
01 / 03
02 · Rebuild
Operations & people
Kitchen flow, standards, procurement and rosters, then the training that makes them hold once we leave the building.
03 · Perform
Commercial performance
Covers, spend per head, food and labour cost against target. Reported weekly, so progress is measured, not described.
Services
What we take on.
Engagements are scoped to one venue or a whole group, and always start with a diagnostic.
01
Concept development
Positioning, format, menu architecture and the guest journey for a new venue or a tired one.
02
Menu engineering & recipe costing
Every dish costed to the gram, priced from the cheque backwards, and engineered for what actually sells.
03
Kitchen & operations audit
Workflow, standards, procurement and rosters reviewed on site, with a fix list ranked by impact.
04
Pre-opening & launch
Critical path, hiring, training and soft-launch cadence so opening week is a rehearsal, not a rescue.
05
Turnaround & performance review
For venues that used to work. A ten-week diagnostic-to-implementation programme with weekly numbers.
06
Financial modelling & reforecast
P&L, covers and spend-per-head models, break-even and ROI, built to the operator's week, not the accountant's year.
How we work
Three phases. Ten weeks. One number at the end of each.
Diagnostic
We walk the floor, sit in the kitchen and read the last twelve months. Menu engineering, workflow audit, purchasing and labour against covers.
Redesign
Revised menus with recipe costings, a pricing architecture, standard operating procedures and the training plan to carry them.
Implementation
Coaching on the floor and in the kitchen, a weekly budget-versus-actual, and a hand-over of dashboards your team runs without us.
People, Planet & Safety
The standards that underpin everything else.
Built into every engagement, or taken on as standalone work.
Food safety management
HACCP-based systems, temperature and allergen controls, cleaning schedules and records, set up so the team runs them without a consultant present.
Health & safety audits
Unannounced kitchen and floor audits scored against municipal requirements and your own standard, with a ranked fix list and a re-audit date.
Sustainability & waste
Waste mapping from purchase to plate, sourcing and energy reviewed as cost lines first, and measured monthly alongside food cost.
About
Charbel Basbous
Co-Founder & Managing Director
Charbel brings over 20 years of hospitality and operational leadership across the UAE, Saudi Arabia and Lebanon. He has led multi-site restaurant groups, new openings, turnarounds and high-profile hospitality projects, with a focus on strategy, operations, commercial performance and guest experience.
At Re., he combines hands-on operating experience with a structured advisory approach, so recommendations are ones he has already had to make work himself.
20+Years operating
3Markets · UAE, KSA, Lebanon
