In 2002, having already launched several successful restaurants, Founder and CEO Aaron Noveshen, had the idea to leverage his deep knowledge of the food & beverage industry in service of fellow restaurant owners and operators. With a stack of business cards and determined entrepreneurialism, Aaron grew The Culinary Edge into the USA’s leading culinary innovation agency.
Today, you’ll find classically trained chefs working alongside designers, brand planners, operational experts, and food anthropologists. We’ve worked with over 25% of the top 200 F&B brands and have developed upwards of 30 new businesses, including our own.
From its humble origins to the present day, TCE lives up to Aaron’s initial ambition: to fuse culinary excellence, operational expertise, and human-centered design in the hopes of a more delicious and prosperous future.
CAPABILITIES ASSESSMENT
We deep-dive into a concept to understand its strengths, challenges, and weakness relative to its competitive set.
WHITESPACE IDENTIFICATION
We analyze gaps in the market landscape that provide viable business opportunities.
INNOVATION STRATEGY
We help brands engrain innovation into their company with new processes, schedules, and collaborative tools.
FINANCIAL MODELING
We design a comprehensive business model to predict future performance in your current and prospective marketplaces.
ACQUISITION DUE DILIGENCE
We perform an objective SWOT analysis of your brand, investigating both the market landscape and your specific financial benchmarks.
FINANCIAL & PMIX ANALYSIS
We dissect business models, P&Ls and PMIX reports to understand the specifics of your business model, identifying opportunities for refinement.
BRAND POSITIONING
We establish strategy-led solutions that enable your concept to occupy a distinct space in the marketplace and in the mind of your consumer.
BRAND STRATEGY
We evolve how the brand is perceived in the market to deliver on business objectives
INSIGHTS & PERSONAS
By distilling the DNA of your brand, we can establish an ownable personality and voice that your guests relate to.
EXPERIENCE DESIGN
We observe every touchpoint between your brand and your guests, and identify how to optimize your total customer experience.
MENU DESIGN
We combine merchandizing, brand, and guest insights to design menus that work for your customers and your business.
SALES & PMIX ANALYSIS
We leverage sales & PMIX data to hypothesize brand credibilities, challenges, and gaps in guest need state fulfillment.
CATEGORY ANALYSIS
We evaluate if and how menu categories deliver on intent and have appropriate breadth and depth.
OPERATIONAL AUDIT
We fully immerse ourselves in the inner-workings of your operation. We review processes, systems, and materials to help indentify strengths, challenges and opportunities.
KITCHEN DESIGN
We design operationally efficient kitchen layouts, inclusive of CAD drawings, elevations and equipment schedules.
