Consulting

A pizza chain with locations people walked past rather than into, and an audience that had stopped paying attention.

• Recommended a store redesign grounded in colour theory, using palette and lighting to change how the space feels before anyone reads a word of it.
• Proposed a spicy pizza eating challenge as a repeatable in-store activation, designed to be filmed and shared rather than just attended.
• Elevated the ordering UI so the digital experience matched the redesigned space instead of undercutting it.

Vancouver hosts the 2026 FIFA World Cup and most fans will not get into a match. They want the energy of a stadium without the queues, the obstructed seats, and the concession food. Every venue in the city was going to chase that crowd with generic pub offerings.

• Positioned Cactus Club as 'a stadium you can actually get into', built on the insight that fans treat tournaments as occasions where they indulge more, return more often, and want to watch together.
• Pillar 1, menu: a tournament-themed limited-time menu of global dishes mapped to matchday moments, plus a mystery dessert that changes every game day to drive repeat visits.
• Pillar 2, matchday: engineered the in-restaurant experience against what a real stadium gets wrong — screen placement so every seat has clear sightlines, layered crowd audio, a countdown to kickoff, and halftime polls and mini-games.
• Pillar 3, social: pre-match teasers and daily menu reveals, in-game fan reaction and prediction clips, post-match highlight edits, and a private influencer dinner with a shortlist of five Vancouver food and soccer creators reaching 2.2M combined.
• Built a decision matrix to pick the launch locations across seven Cactus Club sites, scored on screen visibility, proximity to FIFA fan zones, capacity, foot traffic, and SkyTrain and hotel access.
• Costed the campaign at $92,000 across the three pillars with a $10,000 contingency, and mapped a January-to-July implementation timeline.