Goodfellows has outlined a new direction for the business, evolving from a tableware supplier into a hospitality partner.

The London-based company, which has worked alongside the hospitality industry for more than a decade, is adapting to changing guest expectations. By combining curated products, industry expertise and bespoke sourcing, Goodfellows helps translate each operator’s concept into an experience that reflects the character of their venue.

The direction is supported by a new visual identity, including a redesigned logo and website. It is also reflected in Portfolio 7, Goodfellows’ industry publication, which features Tom Kerridge’s The Chalk Freehouse, Jason Atherton’s Row on 5 and Kenny Atkinson’s Solstice. The publication showcases how the company works with clients to bring their individual visions to life through the details guests encounter at the table.

Working with restaurants, hotels, private members’ clubs and cruise lines, Goodfellows begins by understanding each client’s concept, menu and operational requirements. Its expertise spans front and back of house, from tableware and glassware to kitchen equipment, taking a coordinated approach to the products needed to deliver both the guest experience and the service behind it.

Its London showroom provides a space for hospitality teams to explore collections, compare materials and develop ideas for their projects. Curated tableware, glassware and cutlery are complemented by bespoke sourcing to meet individual briefs.

“Hospitality continually evolves around the needs and expectations of its guests. As a partner to the industry, we have to evolve alongside our clients, adapting how we support them and understanding what they want to achieve,” says Jean-Michel Dixte, Chief Executive of Goodfellows. “For us, that means thinking about the whole moment around the table: how the pieces work together, how they express the character of a restaurant and how they make a guest feel. At Goodfellows, we set the stage for good taste.”

www.goodf.co.uk