Accor taps Example to spearhead launch of dedicated in-house ‘Table For’ F&B group

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 groupʼs 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 groupʼs 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.

Says Ben Creek, Head of Table For, Accor Pacific: “After a tremendous period of momentum across our F&B portfolio, weʼre 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 agencyʼs multidisciplinary collective of strategists, designers, PR specialists, interior collaborators and music and culture experts will work in sync with Accorʼs in-house team.

Says El-Bayeh: “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. Weʼre 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 groupʼs 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 Accorʼs recent momentum in redefining hotel dining, with standout openings and collaborations across the portfolio. Sofitel Sydney Wentworthʼs $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 Londonʼs 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.