Ideas are easy.
Running a hospitality business isn’t.
SOMEFB works where it either holds up — or doesn’t.
What we do
We work on the parts of hospitality that actually determine whether a concept holds up.
That might mean shaping a new idea from the ground up, tightening an existing operation, improving flow, correcting cost structures, building training systems, or making sure a space works for the way the business runs.
The work changes. The principle doesn’t: if it becomes performative, we step away.
→ Start with the problem. We’ll help clarify the rest
What we fix
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We shape concepts that hold in practice — clear offer, defined guest, and a model that works.
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We build the structure behind service — systems, flow, roles and standards that keep the business consistent.
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We optimise purchasing and supplier strategy — from food, wine and equipment to specialty ingredients and farms. Every choice balances quality, ethos and margin. We buy smarter, not just cheaper.
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We assess how the operation behaves and identify what’s undermining results.
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We align layouts and tools with service flow, staffing, and day-to-day operations.
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We design a service that is clear, consistent, and sustainable in real conditions.
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We build teams and leaders who actually perform.
Who we are
We work with people building serious food and hospitality businesses. Sometimes that’s a restaurant. Sometimes it’s something more complex, upstream, or less visible.
Our role is simple: bring structure, judgment and hands-on thinking to turn a strong idea into something that actually holds up — in service, in numbers, and over time.
We care about concept. But we care just as much about flow, standards, people, process, and whether the business works once it meets reality.
Annabella Peñalver
Partner & Director of Operations
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Adrian Poon
Partner & Managing Director
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