Driving growth for multi-unit brands through scalable strategies and franchise expertise
Crew Research partners with multi-unit brand leaders to drive sustained unit growth, revenue acceleration, and enterprise value creation.
Expertise
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Design and implement scalable systems for delivering consistently excellent customer experiences across all your locations while adapting to local market needs.
Experience standards assessment and development
Operations system design for reliable delivery
Leadership capability building
Customer feedback integration systems
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Build integrated commercial capabilities that drive sustainable revenue growth through digital engagement, loyalty programs, and sophisticated revenue management.
Loyalty program enhancement and development
Revenue management integration
Digital experience design and optimization
Data analytics & framework implementation
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Develop and execute strategic approaches to enter new markets and accelerate unit growth while maintaining brand consistency and ensuring strong unit economics.
Market opportunity assessment and prioritization
Expansion strategy and implementation roadmaps
Franchise development and territory planning
New unit ramp-up and performance optimization
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Maximize enterprise value through effective portfolio management and cross-brand synergy capture.
Portfolio assessment and positioning
Synergy identification across brands
Operating model design for multi-brand efficiency
Growth strategy development for expansion
Our Services
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Current State Assessment
We analyze data and research to determine key drivers of performance and underperformance of current portfolio
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Strategy & Roadmap Development
We have a proven process for building strategies and plans that do more of what works and less of what doesn’t
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Organizational Alignment
We implement methods to achieve organizational alignment to make change achievable, sustainable, and profitable
About
Claiborne Irby
A growth strategist with proven success scaling multi-unit brands in hospitality and food service. As SVP at Focus Brands, I led a team of 70 across seven brands and 6,500+ locations, transforming digital capabilities and loyalty programs into revenue engines that delivered $40M in first-year incremental sales.
At Hilton Worldwide, I led Global Brand Strategy, launching six new brands including the record-breaking Tru by Hilton, expanding Hampton Inn into China, and crafting Hilton's next-century strategy. My expertise covers market entry, digital transformation, customer engagement, brand portfolio optimization, and operational excellence.
Now through Crew Research, I help executives accelerate unit growth and build sustainable competitive advantages through strategic insight and practical, results-driven execution that improves unit economics and drives system-wide revenue.