Shaping the Future of Hospitality
The Hospitality Sector Council, alongside L Marks - a corporate Innovation Specialist and The Department of Business & Trade have joined forces to launch our first-ever innovation programme - The Hospitality Innovation Lab.
Are you ready to innovate?
The Hospitality Innovation Lab is searching for tech solutions that can deliver impact across the sector, from our brilliant SMEs to large operators. Burger King UK, Punch Pubs, Bill’s, Prezzo, Azzurri Group, Beckford Group and Lincoln Green, will be piloting these solutions in real-world settings. We’re inviting suppliers to bring forward transformative innovations around the theme of ‘Labour Productivity,’ with key categories outlined below.
Along with L Marks, we’re running a 10-week programme in which participants will receive mentorship, expert insights and the chance to test and refine ideas in real-world hospitality settings. For those whose ideas perform best and whose partnership shows the most potential, there’s the opportunity of a lasting professional partnership.
Applications are now open – good luck!
Entry Categories
Sales Forecasting & Labour Deployment
Hospitality success starts with getting staffing right, but even the best rota can be disrupted by sudden weather changes, local events, or shifts in trading patterns. When this happens, managers are left juggling cover and costs with little time to spare.
We are looking for the next generation of sales forecasting for labour deployment. Tools that take in the full picture, from sales data and item counts to external events and compliance needs, and be able to automatically turn these into accurate, costed rotas. The best systems don’t just plan, they adapt. They update as conditions change, connect effortlessly with EPOS and payroll, and remain simple enough for busy managers to use every day.
If your solution can cut admin, sharpen accuracy, and give operators confidence that every site is staffed in the right way at the right time, we want to see it in action.
Extracting Data Insights
Hospitality is bursting with data, from tills and schedules to guest feedback. Yet when it sits in spreadsheets and siloed systems, its value is diminished. The opportunity lies in bringing it all together in one place and turning it into insights that actually drive the business forward.
We’re looking for solutions that transform fragmented information into a single, trusted source of truth, giving operators the ability to understand correlations, model scenarios, price with confidence and staff more accurately. Moreover, we seek tools that connect operational, behavioural, and customer data to reveal what creates great guest experiences and boosts labour productivity.
This is the space to bring us solutions that cut through the noise and turn data into clear, actionable insights for operators.
Driving Team Effectiveness
Hospitality runs on great guest experience, but too often teams are held back by clunky processes and manual systems. We’re on the hunt for game-changing solutions that help managers run smarter, faster, and more efficiently.
We are on the hunt for solutions that act like a digital co-pilot for managers, cutting through the noise with timely alerts and clear prompts so decisions are quick and confident. We are also seeking for stock and ordering platforms with real-time visibility, seamless supplier connections, and accuracy. Furthermore, we’d love to see compliance systems that maintain high standards, automatically triggering the right tasks at the right moment, capturing proof of completion, and removing admin headaches.
If your solution can help operators spend less time on paperwork and more time delighting guests, this is your chance to showcase it.
Talent Development
People are at the heart of every great hospitality experience. That’s why it’s crucial to give teams the right tools and support to thrive, from recruitment and training to long-term career development. We’re on the lookout for bold innovations that help operators unlock the full potential of their teams.
That means smarter tools to identify talent more effectively and streamline large-scale hiring. We are also looking for innovative ways to train talent in hospitality through engaging formats that fit seamlessly into day-to-day operations, alongside solutions that track engagement, map clear career pathways, support succession planning, and identify future leaders.
If you are building something that can help site operators attract, develop, and retain the teams that power unforgettable guest experiences, we want to hear from you.
Wildcard
Not every great idea fits into a box, that’s where the Wildcard comes in. This category is designed for bold, unexpected solutions that bring something new to hospitality. Whether it’s a breakthrough technology, a fresh way of working, or an idea that challenges convention, we want to see it.
The Wildcard is your chance to showcase innovation that boosts productivity, empowers teams, and drives the industry forward.
Timeline
Working with our Hospitality Partners
Burger King UK
Every day, more than 11 million guests visit Burger King® restaurants around the world. And they do so because our restaurants are known for serving high-quality, great-tasting, and affordable burgers.
Founded in 1954, the Home of the Whopper, has remained committed to premium ingredients, signature recipes, and family-friendly dining experiences.
Prezzo
Prezzo is a much-loved Italian restaurant group with sites across the UK, bringing people together over fresh, seasonal, and authentic dishes inspired by the flavours of Italy. Since opening its first restaurant in 2000, Prezzo has become a familiar favourite on high streets and in communities, offering something for every occasion, from casual catch-ups to family celebrations.
The brand continues to invest in its restaurants and menus, combining classic Italian favourites with modern twists, all served in stylish, welcoming spaces. With a focus on quality, hospitality, and great value, Prezzo remains dedicated to making every dining experience memorable.
Punch Pubs
Punch is a multi-award-winning pub company in the UK, with around 1,250 pubs across England, Scotland and Wales. It operates a multi-modelled estate that is well-invested and continues to grow through selective acquisitions.
Punch’s aim is to be THE 5 Star Pub Company in the UK, driven by a purpose that is clear: Inspiring those moments in partnership with its Publicans and Management Partners to create thriving pub businesses. Together, they deliver exceptional hospitality experiences and lasting community value where vital connections will be made for many years to come.
Bill's
Bill's is a British restaurant group, founded by Bill Collison in 2001, born out of a small greengrocery in Lewes, East Sussex. Today Bill’s vows to keep it colourful and bring you all-day brunch every day of the week with bottomless options available at weekends, daily bottomless pancakes between 3-5 pm, seasonal specials and set-menu dinners all year round, as well as dog-friendly dining at every restaurant.
Your local Bill’s is never too far away, and the team are always ready to welcome friends from near or far. Find your closest Bill’s here.
Azzurri Group
The Azzurri Group is one of the UK’s largest and most successful hospitality investment platforms. We operate two leading national Italian full service brands, Zizzi and ASK Italian; the UK’s leading quick-service Italian, Coco di Mama; Ireland’s renowned fast-casual Mexican chain, Boojum; and most recently the world famous, ‘mind-blowing’ fried chicken brand, Dave’s Hot Chicken. We also own Openr, an innovative tech start-up providing a product, pricing and order management technology platform.
Beckford Group
The Beckford Group is a small, independent hospitality group rooted in the South West, with a handful of country inns in rural Wiltshire and Somerset, alongside two restaurants and a wine shop in Bath. Founded by Dan, Matt and Charlie, the group is proudly people-focused.
We nurture our teams through dedicated training, care, and genuine opportunity because by looking after our staff first, they’ll in turn create warm and heartfelt hospitality for our guests - this is at the centre of everything we do. A new pub and hotel will join the Beckford Group in early 2026.
Lincoln Green Brewing Company
Founded in 2012, Lincoln Green Brewing Company takes its name from the colour of dyed woollen cloth associated with the Nottingham legend of Robin Hood. We’re an independent brewery and operator of six traditional pubs. We’re passionate about brewing award-winning cask ales and creating welcoming spaces that celebrate the unique culture of the British pub.
By combining heritage and innovation, we bring people together over a great pint, delivering quality, consistency, and character in every glass.
About L Marks
L Marks is the global leader in corporate innovation, trusted by many of the world’s most well-respected brands and organisations to identify, validate, and implement transformative solutions. Through its global network spanning over 80 countries, L Marks discovers more than 10,000 startups and scaleups annually and has enabled over 480 to pilot with corporate partners, achieving an industry-leading deployment rate of 78%.
Their alumni have collectively raised over $3.6 billion in venture funding. With over a decade of experience in delivering 110+ award-winning innovation programmes across Europe, North America, and Asia, L Marks is embedding new structures and technologies, driving an innovative culture, and ultimately fuelling sustainable growth.
To learn more, visit lmarks.com.
Contact
- For any programme queries, please contact Sabahat Bajwa, Programme Manager at L Marks on: sabahat@lmarks.com
- For application queries, please contact Nicole Maldonado, Innovation Scout at L Marks on nicole@lmarks.com
Please see the HIL press release here.
