Accor launches new in-house food and beverage group ‘Table For’ in partnership with Example
Accor has unveiled “Table For,” a new culinary group set to redefine hotel dining across Australia and New Zealand, with Example appointed as founding creative partner.
The announcement:
Accor, the largest hotel operator in Australia and New Zealand, has partnered with earned-led culture agency Example to launch and lead Table For – a new in-house food and beverage group designed to set new standards in culinary experience, creativity and commercial performance.
As the group’s founding creative partner, Example will oversee creative strategy, concept and brand development, marketing and PR across the Table For portfolio working alongside internal experts and specialist collaborators including hospitality luminaries Stefano Catino and Vince Lombardo of The Maybe Group. The group’s remit spans the evolution of existing venues and the creation of new hospitality concepts across cuisines, occasion and audiences – all shaped by guest insights, local relevance and global best practice.
With a portfolio of more than 440 restaurants, bars and cafes in the Pacific, Accor has long been at the forefront of hotel hospitality. Table For builds on this foundation with a focused investment in culinary innovation and guest experience, shaping restaurants and bars that are creatively led, operationally sharp and culturally resonant.
Ben Creek, head of Table For, Accor Pacific, said: “After a tremendous period of momentum across our F&B portfolio, we’re excited to move into this next phase with even greater focus, creative ambition and long-term investment. We knew Table For needed a creative partner with fresh thinking, cultural intelligence and a deep passion for hospitality. Example consistently delivers work that cuts through and gets talked about. They understand how to build brands people want to engage with – and venues that locals and travellers want to come back to.”
Example is led by founders and hospitality marketing heavyweights Andy El-Bayeh and Rebecca Jarvie-Gibbs. The agency’s multidisciplinary collective of strategists, designers, PR specialists, interior collaborators and music and culture experts will work in sync with Accor’s in-house team.
Andy El-Bayeh, CEO of Example, said: “Hotel bars and restaurants are finally having their moment and Table For is built to lead it with purpose and imagination. Accor has given us the platform to rethink what hotel dining can be – not just convenient, but culturally magnetic. We’re building places that connect with locals, excite guests and set a new standard for what hotel F&B can be in this part of the world.”
Importantly, Table For will not only service Accor-managed properties – it has been designed to support the group’s wider network of owners, developers, and franchise partners, delivering scalable, high-performing F&B concepts across a diverse range of markets and asset types.
Table For builds on Accor’s recent momentum in redefining hotel dining, with standout openings and collaborations across the portfolio. Sofitel Sydney Wentworth’s $70 million transformation introduced a sophisticated dining precinct featuring four venues by House Made Hospitality – Tilda, Bar Tilda, Delta Rue and Wentworth Bar. Through its partnership with Ennismore, Accor is rolling out headline hospitality concepts across Australia – Hyde Melbourne Place, the new Mondrian Gold Coast, and the soon-to-open 25hours Sydney The Olympia, which will be home to the Mulwray Bar and the Sydney debut of London’s acclaimed Palomar under culinary director Mitch Orr.
Creative development is already underway for Table For venues, with the first, Flaminia, an inspired collaboration with chef Giovanni Pilu, set to launch later this year alongside several other exciting concepts in Sydney.
Source: Example
