The Brunch Club in Saifi Village
In the heart of Beirut’s Saifi Village, The Brunch Club by Reina Aris brings a new kind of energy to the city’s lifestyle scene.More than a café, it’s a space where design,flavor, and rhythm come together seamlessly.Developed and executed by Scope & Co. and led by Johnnie Salman, the project reflects a balance between creative concept development and operational mastery, resulting in a destination that feels both vibrant and refined.
Concept Development & Strategic Foundation
Every successful concept begins with insight. Scope & Co. conducted a detailed market research and feasibility study, analyzing consumer behavior, competition, and location dynamics to define a clear market opportunity. The result was a well-grounded business plan that positioned The Brunch Club as a contemporary, lifestyle-driven destination centered around comfort, freshness, and authenticity.
The identity was designed to resonate with Beirut’s creative crowd a place that invites people to connect, unwind, and enjoy crafted moments throughout the day.
Designing Flow & Efficiency
Beyond aesthetics, Scope & Co. focused on creating an operationally efficient layout that supports both speed and quality. The team designed the bar and kitchen layout to ensure a natural workflow between preparation, service, and guest interaction.
Through on-site testing and operational simulations, the flow was optimized to allow staff to perform effortlessly, keeping service fast-paced yet precise. The result is a setting that not only looks good but functions beautifully in high-demand hours.
Signature Menu & Superfood Drinks
The Brunch Club’s menu is the heartbeat of the concept crafted, fresh, and full of character. Developed by Scope & Co.’s culinary team, it features a range of signature sandwiches, coffees, and smoothies made with superfoods and natural ingredients.
Each drink and dish was designed to blend flavor, nutrition, and visual appeal, creating a sensory experience that mirrors the brand’s creative essence. From energy-boosting smoothies to vibrant specialty drinks, the menu showcases thoughtful engineering backed by precise menu costing and pricing strategies to ensure profitability without compromise.
Operations, Systems & Staff Training
Scope & Co. implemented a full operational framework covering everything from Standard Operating Procedures (SOPs) and inventory management to cash flow systems and food safety protocols.
Johnnie Salman led the recruitment and training process, organizing wet runs with 30 and 60 guests to test performance and refine service delivery. These sessions helped the team master timing, communication, and consistency key pillars for ensuring excellence from day one.
The integration of the Omega POS system further streamlined daily operations, inventory control, and financial tracking.
From Soft Launch to Steady Growth
Scope & Co. supported The Brunch Club through its soft opening and post-launch phase, ensuring every operational element aligned with real-world conditions. Adjustments were made on-site to optimize guest flow, staff performance, and customer experience.
In parallel, the consultancy managed vendor sourcing, packaging, procurement, and financial systems, establishing a solid foundation for sustainable growth.
A New Benchmark for Beirut’s Hospitality Scene
The Brunch Club embodies what modern hospitality should feel like stylish, efficient, and built on strategy. It’s a concept that combines strong business fundamentals with creative execution, offering an experience that feels effortless yet precisely calculated.
Led by Johnnie Salman and powered by the expertise of Scope & Co., The Brunch Club stands as a model for how great concepts are born, refined, and brought to life.
Experience the Scope & Co. effect.
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