Brooklyn Dumpling Shop
Restaurant Optimization
Redesigning an iconic dumpling concept — from storefront to stadium.
+15
NEW LOCATIONS IN UNDER 12 MONTHS
+8%
SYSTEMWIDE GOOGLE RATING
Launched in 2021, Brooklyn Dumpling Shop (BDS) quickly turned heads with its “everything is better in a dumpling” mantra and tech-forward, automat-inspired service. With viral dumpling creations like mac & cheese and pastrami, the brand caught early momentum — and rapidly signed franchise deals across the U.S. and Canada.
But as growth accelerated, consistency lagged. Menu fragmentation, uneven guest experiences, and operational inefficiencies began holding the concept back from reaching its full potential.
Background.
The challenge.
BDS had ambition, buzz, and a scalable concept — but lacked operational cohesion. Franchisees had taken creative liberties with menus, preparation methods varied across shops, and supply chain inconsistencies made quality control difficult. Even signature dumplings were executed differently by location. Without solving for consistency, BDS couldn’t deliver on its potential to become a national fast-casual player.
The insight.
We recognized that Brooklyn Dumpling Shop didn’t need to scale chaos — it needed to scale clarity. That meant standardizing the dumpling itself (the brand’s core equity), and creating a streamlined, menu that could drive daily frequency — not just buzz. We brought a systems-based lens to both the menu and execution, ensuring every dumpling was delicious, deliverable, and distinct.
Our activities.
We began by reworking the dumpling with the manufacturer,optimizing the filling-to-wrapper ratio and improving hold times. Then, we introduced a new equipment suite and standardized procedures to streamline execution.. Simultaneously, we revamped the menu architecture to better highlight BDS’s most craveable offerings, simplify decision-making for guests, and encourage repeat visits. Finally, we introduced Bowls and other platforms to broaden appeal across dayparts.
Our results.
Brooklyn Dumpling Shop has entered a new phase of accelerated growth. Locations are projected to double from 16 to over 30 within a year, including partnerships with the New York Yankees and Madison Square Garden. Profitability and guest satisfaction have increased — evidenced by a jump in Google ratings from 3.8 to 4.2, positioning BDS for long-term success.
“From the strategy work of your team…all key metrics are moving in the right direction, and we’re set for even more accelerated growth”