Case Study

Beach Boy

Full-scope consulting engagement: menu engineering, restaurant & bar redesign, and the creation of BB Social Club — a new speakeasy cocktail bar concept.

The Engagement

Three Pillars. One Transformation.

Chef Dan Segall

Menu Engineering

Complete menu overhaul — new concept, new dishes, new pricing architecture. Designed for profitability, speed of execution, and guest satisfaction. Every dish engineered for margin and memorability.

  • Full menu concept & development
  • Food cost optimization
  • Plating & presentation standards
  • Kitchen workflow design

AAb Architecture

Restaurant & Bar Redesign

Full redesign of the restaurant and bar space — layout, flow, seating capacity, and guest experience. Transforming the physical environment to match the new culinary direction.

  • Space planning & layout
  • Bar redesign & optimization
  • Seating capacity increase
  • Guest flow improvement

New Speakeasy Concept

BB Social Club

A brand-new speakeasy cocktail bar hidden within Beach Boy. Intimate, exclusive, and designed to drive premium spend and repeat visits. A venue within a venue.

  • Concept development
  • Cocktail program design
  • Interior design direction
  • Operational blueprint

The Menu

Engineered for Profit. Designed for Impact.

Every dish on the new Beach Boy menu was developed by Chef Dan Segall — engineered for food cost, speed of execution, and guest satisfaction.

Margin

Every dish engineered for food cost and gross profit.

Speed

Kitchen workflow designed for fast, consistent execution.

Memorability

Plating and presentation standards built to be remembered.

Satisfaction

A guest experience tuned for repeat visits and reviews.

Coming Soon

BB Social Club

A hidden speakeasy cocktail bar within Beach Boy. Intimate seating, premium cocktail program, members-first energy. Designed to drive high-margin spend and create a destination within a destination.

Concept development by Casa Julia Group. Interior design by AAb Architecture. Opening 2025.

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