Transforming strategic visions into scalable, premium branded experiences

Crew Research partners with ambitious F&B and hospitality leaders to bridge the gap between strategic vision and operational execution. We design and implement the disciplined systems that enable multi-unit businesses to scale profitably while maintaining the distinctive experiences that command market premiums.

Expertise

  • We close the execution gap between what CEOs envision and what their teams can deliver, implementing disciplined processes that transform strategic initiatives into operational reality.

    • Strategic initiative prioritization and execution frameworks

    • Organizational capability assessment and enhancement

    • Cross-functional alignment systems

    • Activation roadmaps with clear accountability

  • We architect the systems required to deliver consistently excellent customer experiences across multiple locations while preserving the unique elements that justify premium pricing.

    • Brand experience standards development and implementation

    • Operations system design for reliable delivery at scale

    • Quality assurance and consistency frameworks

    • Local market adaptation strategies

  • We build integrated commercial capabilities that drive sustainable revenue growth through enhanced customer engagement, loyalty initiatives, and sophisticated revenue management.

    • Loyalty program development and optimization

    • Revenue management integration

    • Digital experience enhancement

    • Data-driven decision frameworks

  • We develop and execute strategic approaches to accelerate profitable unit growth while maintaining brand integrity 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

Our Approach

  • Rapid Situation Assessment

    We quickly comprehend complex business environments, identify what truly matters, and establish clear priorities that will drive meaningful impact.

  • Elegant Solution Design

    We create frameworks and systems that balance short and long-term objectives, consider all stakeholder needs, and deliver both strategic coherence and operational feasibility.

  • Disciplined Activation

    We implement structured execution processes that drive organizational alignment, establish clear accountability, and ensure sustainable results beyond the engagement.

Claiborne Irby
Founder & Principal

I specialize in helping CEOs transform their strategic visions into operational realities, particularly for multi-unit concepts in F&B and hospitality. My superpower lies in rapidly assessing complex situations, designing elegant solutions, and building the strategic alignment necessary to deliver premium branded experiences at scale.

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.

Through Crew Research, I now serve as an objective execution partner to CEOs whose strategic ambitions exceed their team's current capabilities. I implement the disciplined processes that convert singular successes into scalable, profitable, multi-unit operations that maintain their premium brand positioning.

Portrait