24 Grille


Opening in 2008 as the casual "little brother" to the Westin Book-Cadillac's upscale restaurant, Michael Symon's Roast, 24grille is the half of the Spa 19/24grille brand.

Culinary passion paired with family-oriented service culture makes 24 Grille the gathering destination to eat, drink, and share time together. We offer classic regional and American dishes prepared with individual style. Each ingredient and flavor profile is made in-house and is brought to us by all local Michigan vendors. Relax in Detroit’s first Champagne bar, featuring more than 30 Moët Hennessy products by the glass or bottle. The cozy bar adjoins the main restaurant and blends quiet elegance with traditional sophistication.

The 24 Grille Restaurant and cocktail lounge boasts a soft pallette of warm chocolates and taupes, accented with large panes of fused glass, textured earth-toned placemats, plush chocolate drapery, blonde wood floors, and a variety of hand-blown glass sculptures and rectangles of glittering crystal chandeliers. Exposed ductwork in the ceiling and large cement support columns give the space an industrial feel, and the end result is a trendy yet comfortable, avant garde yet romantic environment paired with the equally stylish yet hearty cuisine.


24grille had a huge awareness problem. They had a great product, it just took a long time to get from the kitchen to the table. They also needed more daytime traffic.

Although a popular after 5 restaurant, it sat nearly empty from opening to 4:00 when the nearby businesses started to shut down for the day.



Through whyfinding to discover who its core customers were, tweaking the branding to make it more appealing to the target audience, process engineering and refinement in the kitchen to reduce customer wait time and a little design consulting to make the restaurant more functional, we gave the restaurant and menu an overhaul that brought in additional revenue throughout the day.



Over the course of our 39 month engagement with 24grille we saw their revenues increase 71%. Within 6-8 months of us working with management and staff, they began to see an increase in traffic.

We created a Sunday Brunch to bring in revenue on the slowest day of the week and now it’s the most popular day of the week, accounting for 22% of their revenue. Social media played a huge role in their growth, not because they posted more pictures on their various channels, but because we encouraged staff to encourage  customers to post “raw” photographs of their food on Instagram with our hashtag and tag the location so their friends would know where they got their food.