HGEM has always been a pioneer, providing innovative ways to empower hospitality operators in a competitive and rapidly changing market, and today work internationally with over 10,000 restaurants, pubs, hotels, cinemas and caterers including many well-known brands such as wagamama, Greene King, Malmaison, Empire Cinemas, Royal Ascot, Sodexo, and local high street institutions Pret a Manger, Lounges and EAT. Today the company’s mission is to establish ‘Guest Experience Management’ as a core discipline for hospitality businesses, providing award-winning tools and support to help operators monitor their performance and generate a culture of continuous improvement for teams.


Before Estrella Ventures came onboard we had two separate brands that felt a little dated and lacked clear focus. The challenge was to unify these brands under a common purpose, to create a visual and tonal identity to complement this, and to support implementation of the changes across all touchpoints.



The Estrella Ventures team instantly felt like part of the company, helping us to navigate challenges but also challenging our own perceptions where appropriate. Their boundless optimism and can-do approach has made a big contribution to sustainable business change

The new positioning landed very successfully and has enabled us to continue building on it. Our branding is now much more coherent and mature in the promise it makes to our customers.

The extent to which we were able to look at our business objectively and become more aware of our strengths and weaknesses was a surprising and positive outcome.


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    Authentic brand strategy

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    Transformational brand proposition

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    Clear competitor differentiation

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    Messaging represented in global media

After just three months from launch we noticed an increase in the rate of inbound enquiries of at least 100%, together with an increase in opportunity conversion rate of around 50%.



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