Kraft Heinz : Turning a mass-market brand into a partner hotels actually wanted.

Experience Mapping · Ideation · Concept Validation The challenge: Kraft Heinz wanted into the 4–5 star hotel dining space across China, the US, and Turkey but needed concepts hotels would actually adopt. What I did: Mapped full guest journeys through travel diaries and interviews, ran ideation workshops generating 24 concepts, narrowed to a top 6, then sense-checked them with GMs and Executive Chefs at properties like Marriott and Four Seasons. The outcome: Proceed/Pivot/Kill recommendations with a localized roadmap per market — so the client knew exactly which ideas to back.