What does the Crowne Plaza R&B Concept Development Fee typically include?
Crowne_Plaza Franchise · 2025 FDDAnswer from 2025 FDD Document
when paid and are not refundable under any circumstances.
Crowne Plaza Concept Development:
Developing a unique Restaurant and Bar (R&B) concept is your responsibility and your concept must be approved by the Crowne Plaza F&B Brand Team. If you will be managing a restaurant independently (i.e., you do not engage a third-party R&B manager to operate your hotel's restaurant), you must pay SCH a R&B Concept Development Fee (which may be from $75,000 to $125,000 (which varies depending on your individual needs and management company capabilities). This fee would typically include the following: overall concept development including a concept description, target demographics, description of look/feel/ambience, cuisine program/spectrum, beverage program/spectrum, tabletop design and selection. Additionally, this fee may include food and beverage
menu ideation, food and cocktail recipe development, operations tools and opening and training support as needed.
Crowne Plaza R&B Brand Identity Services & Market Research Study:
All new build and conversion Crowne Plaza hotels must use the R&B Brand Identity Services and receive a Market Research Study. Brand Identity Services typically include naming, logo development & creation of collateral (such as menus, coaster, business cards, and other ephemera) all of which should be professionally produced. Additionally, these services may encompass tabletop suggestions and specifications, uniform suggestions and specifications, and OS&E (Operating, Supplies & Equipment) suggestions and specifications. A Market Research study is required to determine the best fit and initial direction for your hotel's restaurant based on, though not limited to, location, size and local competition.
Source: Item 5 — INITIAL FEES (FDD pages 27–31)
What This Means (2025 FDD)
According to the 2025 Crowne Plaza Franchise Disclosure Document, franchisees who manage their restaurant independently, without a third-party R&B manager, must pay a R&B Concept Development Fee to SCH. This fee ranges from $75,000 to $125,000, varying based on individual needs and the capabilities of the management company. This fee covers the development of the restaurant and bar concept.
The R&B Concept Development Fee typically includes overall concept development, encompassing a concept description, identification of target demographics, a description of the look, feel, and ambience, the cuisine program and spectrum, the beverage program and spectrum, and tabletop design and selection. Additionally, the fee may include food and beverage menu ideation, food and cocktail recipe development, operations tools, and opening and training support as needed.
New build and conversion Crowne Plaza hotels are also required to use R&B Brand Identity Services and receive a Market Research Study. The Brand Identity Services typically include naming, logo development, and creation of collateral such as menus, coasters, and business cards. These services may also include tabletop suggestions and specifications, uniform suggestions and specifications, and OS&E (Operating, Supplies & Equipment) suggestions and specifications. The Market Research study helps determine the best fit and initial direction for the hotel's restaurant based on factors like location, size, and local competition. These costs range from $5,000 to $40,000.