Following the transition of 22 hotels across Japan to the Accor brand, Eat was appointed to reimagine the dining experience for Grand Mercure & Mercure. The challenge create a concept that delivers brand consistency while reflecting regional diversity and, most importantly, delicious and appealing to both domestic and international guests. 

Eat led the project end-to-end, from concept and F&B strategy to menu development and communications design, repositioning hotel dining as a core part of the guest experience. 

The result is a food market concept, blending global food culture with Japan’s regional cuisine. Live cooking and a diverse menu create an experience that is social, flexible, and broadly appealing to a wide range of audiences including families,seniors and international travelers. 

Signature dishes including a trio of globally inspired burgers – Pulled Pork Benedict, combines pulled pork with eggs benedict, the Salmon Cutlet Slider, offers a satisfying crispy texture, and the Chicken Bao, inspired by Asian street food – reflect the concept’s cross-cultural spirit, designed to spark discovery and enjoyment. Vegetarian dishes, including vegetable wellington, lasagna, and beetroot quinoa salad were also introduced, something still relatively uncommon in Japan, to accommodate a wider range of guests. 

To ensure ease of use and consistency across multiple locations, Eat developed an integrated system of visual and verbal tools, from promotional templates to guidelines and illustrated maps, enabling teams to deliver a unified yet locally expressive experience. 

Dining is no longer a supporting function, but a platform for connection, mixing local and global flavors, and redefining the role of food within the hotel stay. The Grand Mercure and Mercure dining experience expresses Accor’s core offer through a distinctly Japanese lens, establishing a scalable foundation for future growth.