Projects

Actually Good Projects is the chef consultancy behind some of London’s most exciting and talked-about dishes. Led by Rich Linford, who has over 20 years’ experience across every corner of hospitality. From pubs and restaurants to large-scale food and beverage operations. We help ambitious independent restaurants turn good ideas into standout menus, products and concepts. Whether it’s developing a signature dish, refining an existing menu, or building a food concept from scratch, we combine creative thinking with deep operational and procurement expertise. Alongside our in-house team, we have an hand-picked network of some of the UK’s most talented chefs, giving our partners access to the right expertise for every brief.

Supernova case study

The brief

The team at BVC Hospitality had a brand and location but no product. They delivered a precise and detailed brief on the visual signature they wanted, the exact style of LA smash burger, feelings they wanted to evoke and exactly how ‘McDonalds like’ the house-made fries should be. A non-negotiable retail price and margin was also set.

The process

Research was carried out to narrow down all the elements that made up the burger. Beef blend, patty size and formation, smash method, house sauce, exact amount of ketchup and mustard, brine for pickles, and the perfect non-brioche bun.

Over approximately 15 tastings, numerous versions of each element were tested methodically, whether using produce from different suppliers or ingredients in varying ratios. At every stage, operating procedures were tightened up until the final products were ready to launch with a set of production steps that allowed BVC to deliver a specific amount of burger and fries portions, per hour, consistently.

The result

Supernova launched with a huge amount of hype and to great success. The brand is out-performing the groups expectations, they now have 3 sites in London and 4 franchise locations in the Middle East.

Ria’s case study

The brief

Ria and Dave first got in touch with us to validate the vision they had for their Detroit style pizza and natural wine bar. Following this, they briefed us to lead the development of their menu (including the dough recipe and management process), set them up with reliable national supply and, as they had no previous hospitality experience, support them through the opening of their first restaurant.

The process

Detroit style pizza was new to us (as with most of London at the time) so we undertook detailed research project focusing on process and ingredients. Following that, we presented a full concept menu, detailing ingredients, proposed supply and expected margins for the team to agree upon and progress. The ideas then moved into full development where we finessed the dough recipe and carried out multiple tastings alongside their new head chef to finalise what was to become the first Ria’s menu.

A full bank of operating procedures were produced for use with training their new team (most of which found their roles via Actually Good Chef Jobs, and our partner, Home Hospitality).

The result

Ria’s quickly became the go-to place to get a slice and natural wine in London. The ‘house pie’, hot honey and deep fried Mars bar with soft-serve are synonymous with the loved Ria’s brand.

Since opening, Actually Good Projects have remained a part of the Ria’s journey and continue to advise and support Ria and Dave across all aspects of food development and new concepts.

Pick.Your.Own. case study

The brief

We began working with Christian, the founder of the produce led QSR salad business, 6-months before they found their first location. They approached us to develop an on-trend & high quality menu with a scalable & sustainable organic supply chain (to support their B Corp application). It was a requirement to work alongside all other stake holders to ensure a successful and on-time opening.

The process

We started off with detailed competitor analysis to go on to produce a ‘what would we do’ presentation to validate the concept. Following that, we started to build out how the menu would work within the customer journey, splitting it into bases, textures, flavours and toppers. This would allow guests to truly ‘pick their own’. The menu matrix was then developed fully over numerous tasting sessions and signature salads were then built from that.

The menu needed to be deliverable by a non-chef team so strict operating procedures were developed. Every element was weighed, portioned, photographed and programmed so that the menu could be delivered consistently by anyone.

The result

Pick.Your.Own.’s first site opened in December ‘24 and in no time went on to prove the initial business model. In Q3 ‘25 they secured funding to expand into a multi-site operation. By Summer ‘26 they will have 3 sites with more in the pipeline. The have recently been awarded B Corp status.

Actually Good Projects have remained a part of the Pick.Your.Own. team and lead on all seasonal menu development across the group whilst advising on other business areas such as brand & marketing.

Weezie’s case study

The brief

The partners behind amie wine, Will & Abbie, got in touch with us to develop the menu for their first restaurant, Weezie’s. The brief was to design an seven/eight option pizza menu in line with an East Coast theme, incorporating London pizza and trending ingredients. Particular focus was given to the sourcing of great ingredients which have the potential to serve as USP’s. They also needed a truly great ranch and a full range of home-made dips.

Recipe cards, dish specs, prep lists and ordering sheets were all required so the yet to be hired head chef would be well supported from the start.

The process

The project started with dough research & development which would go on to determine the equipment requirements in the kitchen. We knew equipment was key to this style of pizza so they were needed at an early stage to ensure the build would complete on time.

Following that, the procurement and ingredient benchmarking stage began which led to a fully defined & costed concept menu for review and amends.

Over numerous off-site and on-site tastings the final menu (including ranch V11) was confirmed. All documentation was completed and handed over to the team.

Team training and soft launch support was provided by us.

The result

Weezie’s opened to long queues in Spring ‘26 with a product and menu that is high quality, on-trend, and commercially very strong.

Will & Abbie have a menu owned by Weezie’s, being delivered by an incredible head chef (found by our partners, Home Hospitality).

The ranch is the best in London…