We Test Ideas Before They Become Commitments.

Innovation doesn’t come from guessing — it comes from controlled experimentation.

The Lab Holding develops new ideas, formats, and experiences through deliberate testing, allowing concepts to evolve before they scale.

How We Experiment

• Pilot formats before full rollouts
• Test menus, service styles, and guest flow in real environments
• Explore new dining behaviors, delivery models, and experience-led concepts
• Learn fast — without risking brand integrity

Concepts like SLRP, Kanji, and BRIX Journey emerged because we allowed ideas to be tested, refined, and proven — not rushed to market.

Experimentation is how we reduce risk — not increase it.