×
Home About Method Services Case Studies Contact
Luxury bar atmosphere

Beverage Design.
Service Philosophy.
Brand Strategy.

JFB Hospitality designs beverage programs, service culture, and brand identity for luxury properties — as one connected practice.

Explore Our Work
Scroll

The Practice

One practice. Three disciplines. Designed to work together.

Most firms in this space specialize in one thing. Bar consultants design cocktail menus. Branding agencies create visual identities. Training companies run workshops. None of them talk to each other.

JFB is different because our founders have done all three — not in theory, but in practice, inside working luxury properties. When a property's bar program, service culture, and brand identity are designed together, the guest experience becomes coherent in a way that's difficult to replicate.

Luxury hotel interior

What We Do

Three pillars. One connected system.

Cocktail crafting

01

Beverage Design & Operations

Complete beverage programs designed as systems — not just menus, but the operational infrastructure that makes them sustainable, profitable, and rooted in place.

Learn more
Luxury service

02

Service Philosophy & Training

The Rhythm Standard™ — our proprietary service methodology built on anticipatory care, emotional timing, and the discipline of restraint across every guest touchpoint.

Our method
Luxury architecture

03

Brand Positioning & Identity

When we change what a guest experiences, the brand must evolve to match. We ensure the brand promise and the guest reality are the same thing.

See services
Bar atmosphere
A drink placed in someone's hands within the first minutes of arrival does more to set the tone of their experience than any design detail or welcome speech.

JFB Service Philosophy

Who We Work With

For properties that refuse to let growth dilute quality.

Luxury resort

Boutique Hotels & Resorts

Independent luxury properties, typically 30–120 keys, where every detail matters.

Fine dining

Chef-Driven Concepts

High-end restaurants and F&B operations within hotel properties.

Private club

Properties in Transition

Launches, repositionings, expansions — moments where beverage, brand, and service must be designed together.

The common denominator: they care about excellence, but their systems are not yet aligned with their identity. We work with leadership teams ready to build something that holds under pressure.

This work is not for

Trend-driven rebrands or surface-level solutions
High-volume franchise rollouts
Cosmetic positioning exercises or short-term fixes
Operators seeking louder instead of better

Every engagement begins with a conversation.

We don't offer a menu of services. We observe, assess, and recommend based on what we find.

Begin a Conversation
Luxury hotel

About JFB

The Work Behind
the Work

A founder-led advisory practice that integrates three disciplines the industry typically treats as separate.

Philosophy

Luxury is not decoration. It is structure.

Our starting point is always beverage. A well-designed bar program improves margins, strengthens guest perception, and creates the signature moments that define a property's character.

From there, the work extends naturally: the service philosophy that makes the bar exceptional should hold across the entire property. And for properties launching, repositioning, or expanding, JFB ensures the brand promise and the guest reality match.

Architectural detail

How We Think

On Service

The role of service is not to perform care — it is to hold the conditions that allow the body to soften. Care is anticipatory, not reactive. Fewer words protect presence. The highest level of care is knowing when to step back.

On Beverage

We do not treat beverage as a product category. We treat it as a language — one of the most immediate and intimate ways a property communicates with its guests. Every ingredient earns its place. Every technique serves the feeling, not the performance.

On Structure

Luxury does not collapse from lack of creativity. It erodes from lack of structural coherence. Expansion without governance. Licensing without protection. When the structure is right, it is invisible. You feel it in the absence of friction.

The Founders

Three disciplines. One practice.

Jorge David

Jorge David

Co-Founder — Beverage Design & Service Philosophy

Ranked #1 Mixologist in Luxembourg and an IBA World Championship competitor, Jorge David operates at the intersection of elite discipline and luxury execution. His work across Michelin-starred environments and five-star properties is grounded in structural performance — revenue, rhythm, and operational integrity.

Bree Lorentzen

Bree Lorentzen

Co-Founder — Brand Strategy & Growth

Over 25 years in luxury hospitality marketing and brand strategy. She has led brand strategy through a $146 million renovation program across three European luxury properties, built comprehensive marketing strategies for independent boutique hotels, and developed investor-ready materials for complex acquisitions. Her creative network includes former Nike and Wieden+Kennedy professionals.

Fulvio Roberto

Fulvio Roberto

Co-Founder — Technical & Beverage Integrity

A lifelong beverage professional whose self-directed mastery spans every major category of spirits, wines, and fermented beverages. His encyclopedic knowledge — earned through decades of practice, not certification programs — and his understanding of how beverages work within the larger guest experience make him the technical conscience of JFB.

Built for endurance under pressure.

Equal ownership. Clear domain authority. Shared conviction.

See Our Method
Luxury interior

The Method

How We Work

Every engagement follows a structured progression. We begin with observation, then recommend based on what we find.

Engagement Phases

I

Weeks 1–4

Diagnostic Reading

We enter quietly. Silent operational observation, guest flow mapping, service rhythm analysis, beverage integrity review, leadership alignment assessment.

OutputStructural friction map and strategic recommendation.
II

Weeks 5–10

Design & Development

Experience architecture refinement, beverage system design, service language calibration, cost control frameworks, and operational sequencing.

OutputComplete program with recipes, costing, training materials, brand alignment.
III

Months 3–5

Training & Calibration

On-site implementation of service philosophy, behavioral standards, and beverage programs. Leadership alignment. Guardian candidate identification.

OutputTrained teams, calibrated leadership, identified Guardians.
IV

Months 6–9

Handover & Validation

Gradual integration under real-world conditions. No shock transitions. Authority returned to recalibrated leadership with protection in place.

OutputA system that holds under pressure.
Service atmosphere

Proprietary Framework

The Rhythm Standard™

Built on a three-part framework — Preparation, Threshold, and Protection — that governs how we train every team. Before the experience begins, the guest is gently removed from performance. When something shifts, service recognizes it without interruption. Once something opens, the role of service is to protect it.

  • Care is anticipatory, not reactive
  • Fewer words protect presence
  • Timing matters more than technique
  • Guidance replaces choice when choice would interrupt
  • The highest level of care is knowing when to step back

Continuity Protection

The Guardian Model™

Hospitality consulting has a structural flaw: the consultant leaves, and the system degrades. Training fades. Standards drift. The investment erodes.

During every engagement, JFB identifies and trains 1–2 internal team members as Guardians — people who understand why the systems exist, can recognize drift, and have the authority to correct course before problems reach guests.

Guardian I — Operational

Single property. First line of defense. Protects execution at property level.

Guardian II — Regional

Multiple properties. Consistency across locations within a region.

Guardian III — Master

Authorized to train future Guardians under JFB supervision.

Selection is based on temperament, leadership maturity, and philosophical alignment. Certification is valid for 12 months. Renewal requires performance review and recalibration.

The investment doesn't depreciate.

Standards hold after the engagement ends.

Discuss Your Property
Luxury property

Services

What We Build

Beverage is the anchor — the most tangible, most measurable, and most immediately valuable thing we do. Everything else extends from there.

Cocktail crafting
01

Beverage Design & Operations

We design beverage programs as complete systems. A guest should taste where they are — the climate, the terrain, the local agriculture. This is the practice of making drinks that could only exist in this place.

Scope

Signature cocktail development with full recipe engineering and cost modeling
Non-alcoholic and low-ABV program design
Menu engineering with margin optimization and pour cost targets
Sensory sequencing across the guest's day
Bar operations: SOPs, inventory, cost control, vendor alignment
02

Service Philosophy & Team Training

The principles that make a great bar should hold across every guest-facing touchpoint. Our methodology — the Rhythm Standard™ — trains teams in emotional timing, behavioral language, and restraint.

Scope

Service philosophy alignment across all departments
Service pacing calibration across teams, shifts, and seasons
Behavioral language training
Arrival and transition design
Pressure scenario preparation
Luxury dining service
Luxury exterior
03

Brand Positioning & Identity

When we change what a guest experiences, the brand must evolve to match. If the identity doesn't keep pace, a gap opens — the experience says one thing, the brand says another. That gap confuses the market and undermines the investment.

Scope

Competitive market analysis and positioning strategy
Brand identity development or repositioning
Guest profiling and segmentation
Visual brand direction and creative oversight
Marketing strategy and launch planning
04

Retained Advisory

For owners and founders who want a trusted thinking partner. Selective and reserved for leaders navigating complex decisions — expansion, repositioning, pre-acquisition, or operational pressure.

This is a retained relationship, not a project. Monthly strategic oversight to protect margin, consistency, and operational integrity as the property evolves.

Luxury hotel terrace

Every engagement begins with a diagnostic.

We observe first. Then we recommend.

Start With a Conversation
Resort at dusk

Case Studies

Selected Work

Project identities remain confidential. Full case documentation is available upon request.

Each case demonstrates JFB's core capability: building systems that protect identity. Luxury becomes repeatable without feeling repetitive. Full documentation available upon request.

Corporate luxury hotel lobby

Confidential — Pre-JFB Founder Engagement

5-Star Luxury Hotel — Luxembourg

5-star luxury hotel in a rhythm-sensitive, corporate-driven revenue environment. Mandate extended beyond bar operations to include lobby arrival atmosphere, evening transition rhythm, corporate pause moments, and breakfast sensory alignment.

+37%
Revenue Growth
−11pts
Beverage Cost
€184K
Annual Profit Impact
€23–26
Avg Ticket (from €16)

No additional marketing spend. No increase in guest traffic. Structural correction only.

Structural Intervention

Arrival softening sequence and lobby pause positioning
Corporate decompression window design (post-meeting drink logic)
SKU reduction, supplier renegotiation, structured batching
Margin-led pricing recalibration — no aggressive price shock
Private corporate beverage package activation

Outcome

Monthly beverage revenue from €40K to €55K within 6 months
Beverage cost reduced from 38% to 27%
Higher weekday revenue consistency through corporate activation
Growth driven by structural correction, not marketing or traffic increases

Revenue architecture, not upselling. Behavioral design, not volume inflation.

Confidential

European Luxury Resort

Independent European luxury resort operating multiple F&B outlets within a seasonal, high-occupancy environment. Execution quality depended too heavily on individual talent rather than repeatable systems.

+8–12%
Beverage Revenue Uplift
−5–7%
Cost Variance Reduction
Stabilised
Peak Occupancy Performance

Intervention — 9 Months

Multi-outlet service flow recalibration
Beverage SKU rationalization and margin visibility alignment
Mise-en-place discipline redesign
Leadership reporting cadence and Guardian identification
Supplier communication and procurement clarity

Outcome

Cross-outlet operational consistency increased
Service friction during high-occupancy periods reduced
Margin awareness at leadership level improved
Stabilized team accountability structure

Sustained impact depends on continued Guardian oversight and leadership cadence adherence.

European luxury resort at dusk
Alpine mountain resort

Confidential

Lakeside Alpine Resort

Independent luxury resort operating multiple food & beverage outlets within a seasonal, high-occupancy environment.

Challenge

Fragmented service rhythm across outlets, inconsistent beverage identity, and limited structural alignment between leadership and floor execution.

Intervention

Multi-outlet structural review and service flow recalibration
Beverage identity clarification
Leadership alignment sessions
Supplier and margin visibility adjustments

Outcome

Stronger operational consistency across outlets
Clearer team accountability
Improved guest experience continuity
Stabilized execution during peak occupancy

Confidential

Urban Lifestyle Dining Concept

High-volume hospitality concept driven by beverage performance and dynamic service flow. Rapid growth placed pressure on execution consistency, margin visibility, and team training.

Intervention

Beverage curation and technical standardization
Mise-en-place architecture redesign and workflow simplification
Team calibration and leadership rhythm
Cost control framework introduction

Outcome

Greater execution precision across shifts
Reduced internal operational friction
Improved margin awareness at floor level
Elevated guest perception of consistency
Urban restaurant interior

Detailed financial documentation available under NDA.

Results should be undeniable, not decorative.

Discuss how we can bring structural clarity to your property.

Get in Touch
Luxury hotel

Contact

Let's Discuss Structure

Every engagement begins with a conversation. Tell us about your property and what you're navigating.

Luxury hotel

Get in Touch

We work with properties that refuse to let growth dilute quality.

Whether you're launching a new concept, repositioning after renovation, or simply feel that the operation isn't fully aligned with what you've built — we'd like to hear from you.

The first conversation is about understanding where you are and where the friction lives.

Headquarters

Luxembourg, with transatlantic reach across Europe and North America

Engagement begins with

A Diagnostic Reading — on-site or remote — to identify structural friction and recommend a path forward.

Tell us about your property.