Asuman opened as a Turkish chocolate shop, built around a single category of chocolate delicacies. It was a narrow proposition, and sales were not where they needed to be.
Over a six-month engagement I widened what the kitchen could offer without widening its costs. I rebuilt the menu around recognised Turkish dishes, then extended the business from a shop into all-day dining serving breakfast, lunch and dinner. Menu development and cost reduction ran together throughout, so the added range paid for itself rather than eroding margin.
The broader offering found its audience quickly. We also took the brand beyond its four walls with a dessert food truck at Global Village in Dubai, which proved a considerable success of its own.
