Objective – to increase the range and choice of dining for customers reflecting the target market.
My role – to oversee concept development (both creatively and commercially), ensuring feasibility within budget and work with Apollo catering to develop menus and operations to deliver the concept, focusing on consistent branding and storytelling from signage to menus to uniform to service.
Solution – Snack Shack replaced a limited hot dog offering and is the most relaxed of all dining concepts on board, it is situated on the pool deck and provides a day time ‘grab and go’ service with hot and cold snacks including burgers, fish and chips, bacon sandwiches. It is a bright, fun concept themed around iconic British beach huts.
Outcome – Snack Shack is the most popular venue for people relaxing by the pool with a constant stream of customers. It makes great use of a redundant corner on deck and offers customers more dining choice and has become a signature venue of Discovery!