The firm will now be known as RealFood, Hospitality Strategy and Design. In conjunction with the new name, the company, which was acquired by Troon earlier this year, unveiled a new logo and website.

RealFood, a hospitality strategy and design firm serving the global hospitality industry, launched its new corporate brand identity, redesigned logo and new website. The organization will now be known as RealFood, Hospitality Strategy and Design, and its newly launched website is www.rfhsd.com.

RealFood’s refreshed identity more accurately represents the company’s evolved business approach and expanded reach across all spectrums of the hospitality industry, with a heightened focus on partnerships with golf and country clubs, athletic clubs and university clubs.

“Over the past 17 years, we’ve built a strong reputation on foodservice design utilizing our unique hospitality and strategy-based approach,” said Ed Doyle, president of RealFood. “We wanted the new brand to better articulate our differentiated methodology of intentional design. Additionally, the new brand shines a light on the operational and advisory work that has become a large portion of our portfolio beyond our design foundation, and represents our work in the club segment of the industry. Our new website and brand story more accurately reflect the unique solutions we bring to market for our partners and clients, and the work we do to help them achieve success in their hospitality businesses.”

Including a new tagline (“Experience designed by RealFood”), the rebranding emphasizes the organization’s strategy to build upon its foundation of design innovation and delivering member- and guest-focused hospitality experiences. The company’s services include foodservice facility design, finance and planning, operational systems development, concept and menu development, key staff training and recruitment, and management advisory services.

Earlier this year, RealFood joined the Troon family of brands when it was acquired by the club management, development and marketing company. The acquisition reinforced RealFood’s ability to cross-pollinate best practices across many segments of the hospitality industry and over a variety of foodservice models.

RealFood’s portfolio includes more than 500 domestic and international clients, including: golf and country clubs; resorts and hotels; restaurant groups and independents; breweries and wineries; workplace and institutional dining facilities; family entertainment centers; and event and conference venues.

In addition to working directly with developers, owners and operators, the firm also collaborates with architects and contractors to optimize new builds and renovations.

“This is an exciting announcement for us because it marks a strategic choice in our future direction,” Doyle said. “While our commitment to the clients and partners we serve will not change, there is incredible potential for our new branding to position the RealFood team to serve in a higher capacity for hospitality establishments around the world.”