LEVELS is a hospitality creative agency that designs food and beverage experiences from strategy to service.
We design the spaces that become destinations and the experiences that make people return.
OUR APPROACH
LEVELS shapes hospitality experiences through four interconnected layers of thinking — creating concepts that resonate with guests, perform for operators, and stand the test of time.
STRATEGIC LEVEL
For Owners & Operators
We begin with a clear understanding of the market, the opportunity, and your commercial goals. This strategic foundation ensures every concept is positioned to compete, designed to perform, and built to deliver returns from day one.
For Guests
We develop ideas through narrative, design direction, and brand identity that give each venue a distinct personality. Our creative process shapes the moments guests notice, remember, and return for — from the way a menu reads to the way a space feels.
CREATIVE LEVEL
For Teams & Daily Service
Our F&B expertise shapes how a venue functions, from back of house workflows to guest-facing touchpoints. This operational insight ensures your team can deliver the experience consistently, efficiently, and at the quality level the brand demands.
OPERATIONAL LEVEL
CULTURAL LEVEL
For Communities
We balance global experience with local relevance, creating concepts that feel authentic to their environment. This cultural sensitivity ensures each project connects with its audience, whether that's hotel guests, neighbourhood regulars, or destination diners.
BEN GREGOIRE
Principal
Ben Gregoire is a hospitality strategist and creative leader with more than twenty years of experience shaping food and beverage destinations across Asia, the Middle East, Europe, and North America. He has led the development of more than 350 restaurant, bar, and kitchen projects for global hotel groups, integrated resorts, airlines, and luxury brands.
Before founding LEVELS in 2020, Ben served as Vice President at CKP Hospitality Consultants, guiding large-scale F&B strategy, concept development, and foodservice design across the globe. His work blends strategic clarity, operational insight, and creative direction, allowing complex ideas to translate into commercially successful and culturally relevant hospitality experiences.
Originally from Vancouver and based in Asia for more than eighteen years, Ben brings an international outlook grounded in real industry experience. He is fluent in English and Mandarin, with conversational French, and currently serves as Chairman of the Foodservice Consultants Society International Asia Pacific Division.
WHO WE’VE WORKED WITH
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