Clearer identity
A focused point of view guests can understand and remember.
Independent culinary consultancy · Asia & international
Menus with a point of view.Kitchens built to deliver them.
Concept direction, menu development and operational systems for restaurants, hotels and hospitality brands that want food with identity—and the discipline to deliver it consistently.
Japanese · Pan-Asian · Modern European
12+ years across Asia & EuropeMichelin-starred & luxury hospitalityConcept to launch supportMenus designed for service
Good ideas are only the beginning
A menu should express the concept, work for the kitchen and make commercial sense.
The strongest food concepts connect creativity with guest expectations, ingredient reality, team capability and cost. The work starts by finding that connection—then turning it into dishes and systems a team can repeat.
Stronger menu
Dishes considered for flavour, balance, price and operational fit.
Reliable execution
Recipes, standards and training that carry the idea into every service.
Consulting services
Support shaped around the problem—not a generic package.
Menu Direction & Development
New menus, seasonal refreshes and focused dish development—from first idea to a service-ready collection.
- Concept
- R&D
- Recipe development
- Tastings
Menu Review & Performance
A practical review of structure, pricing, duplication, guest choice and kitchen complexity to uncover what should change.
- Menu audit
- Costing
- Menu engineering
- Waste
Concept & Opening Support
Culinary direction for openings and relaunches, connecting the brand promise with the food, workflow and launch plan.
- Positioning
- Pre-opening
- Supplier input
- Launch
Standards, SOPs & Training
The operating layer behind a consistent menu: usable recipes, section standards, training and quality-control routines.
- SOPs
- Training
- Food safety
- Consistency
Selected work
Food with clarity, character and a reason to be on the menu.
A selection of development work across Japanese, Pan-Asian and modern European directions.
Toro tataki
Aji amarillo · celery · coriander
Vegetable mille-feuille
Peppers · yuba · aubergine
36-hour short rib
Kabocha · daikon · pickled onion
Robata Dover sole
Chimichurri · miso salt
Wagyu brioche
Trimmings-led development · plum jus
Confit kabocha
Pumpkin seed · spinach · orange miso
The working method
Creative enough to be distinctive. Practical enough to survive Saturday night.
Every project is adapted to the operation, but the discipline stays the same: understand the business, create with purpose, test honestly and leave the team with a system they can own.
- 01
Understand
Concept, guests, kitchen, team, suppliers and commercial goals.
- 02
Define
A clear culinary direction and a focused brief for development.
- 03
Develop
Recipes, tastings, iteration, costing and presentation direction.
- 04
Systemise
SOPs, mise en place, standards and team training.
- 05
Launch
Service observation, feedback and practical refinement.
Ways to work together
Start with the scope the business actually needs.
An engagement can begin with one focused question or cover a complete opening. Scope, timing and deliverables are agreed after an initial conversation.
Menu Review
For an existing operation that needs a clear diagnosis, priorities and practical next actions.
Development Project
For a new menu, seasonal direction or focused collection of dishes developed through testing.
Opening / Relaunch Partnership
For teams that need culinary direction carried from concept and R&D through systems, training and launch.
Experience shaped in
The Ritz-Carlton Yacht Collection · Mandarin Oriental Mayfair · SUSHISAMBA · Duck & Waffle · Nobu · UMU
About Martin
A chef’s eye, with an operator’s discipline.
Martin Lum is a chef and culinary consultant with more than twelve years across Michelin-starred restaurants, luxury hotels and international hospitality in Asia and Europe.
Experience spans hands-on R&D, pre-opening, menu engineering, kitchen systems and multicultural team leadership. The work is grounded in a simple principle: creative ideas must remain clear, commercially aware and repeatable by the team responsible for service.
- Base
- Asia & Europe
- Culinary range
- Japanese · Pan-Asian · Modern European
- Languages
- English · Cantonese · Mandarin
Start a conversation
Tell me what is not working—or what you want to build.
Share the concept, current menu or challenge. The first conversation is about understanding the opportunity and choosing the right next step.