GROUND UP
Distinct hospitality brands. Built to perform.
Clear thinking, from concept to scale.
ABOUT US
Distinct hospitality brands are not accidental - they’re shaped with intent and sustained through alignment.
Ground Up Projects was founded by Dan Anton, creator of London’s Burmese restaurant group Lahpet, which he grew from market stall to multi-site operation. The journey was not simply about growth but about defining a clear identity for a cuisine unfamiliar to many and ensuring it remained culturally sensitive and consistent as the business expanded.
We believe brand is not a surface layer - it is the commercial strategy. When identity is clear, decisions sharpen, operations align and performance follows.
Ground Up works with founders and hospitality brands at moments of inflection. We define distinctive identities and translate them into commercially robust, operationally aligned businesses.
OUR APPROACH
Clarity first. Alignment second. Growth follows.
What your business stands for should shape everything else – product, pricing, operations, team culture, the space itself. Align behind a clear identity and the brand will hold as it grows.
CONSULTING PILLARS
Identity.
Concept, brand & positioning:
Where your brand takes shape, defining your offering, narrative, aesthetic and point of view. From menu direction and pricing architecture to tone of voice and guest experience, this is where clarity is created.
Alignment.
Operations, people & performance:
Embedding identity across systems, cost structures, recruitment strategy, team behaviours and customer touchpoints so the brand is carried consistently and sustainably.
Structure.
Commercial & governance foundations:
Establishing strong commercial foundations across cost of sales, supplier strategy, overhead control, tax structures and reporting frameworks, giving founders clarity and confidence in their decisions.
Build.
Site, design & delivery:
From first site to multi-site growth, translating identity into physical space. Feasibility, lease strategy, design coordination and delivery oversight, ensuring every location feels considered, efficient and consistent.