Miguel Afán de Ribera
Commercial Strategy Advisor specialized in Hospitality
As Partner of Simon-Kucher, I help international restaurant and hotel brands grow their bottom-line through better management of their top-line.
Top-line performance can be enhanced through a variety of levers, including pricing, assortment, promotions, and distribution. After conducting an initial audit of the client’s current practices and defining a tailored Commercial Transformation Plan, we support their team step by step throughout the implementation journey.
End-to-end.
Published in
"When demand softens, most companies lower prices. That’s the fastest way to lose volume and margin. Lower spend and higher price sensitivity are not the same thing.
Not knowing the difference is expensive"
Unique value proposition as a squared specialist: Top-line topics in Hospitality
At a global level, the Hospitality practice I lead at Simon-Kucher brings together the world’s most extensive know-how in commercial strategy. I support both international and local hotel and restaurant brands – from Beijing to New York, from Riyadh to São Paulo, from Mexico to Madrid – helping them drive top-line growth.
How I help companies grow the top-line:
Articulation
We start with a comprehensive diagnostic: assessing commercial capabilities, benchmarking performance, and identifying quick wins. This phase ends with a prioritized roadmap of initiatives aligned with business impact, readiness, and time-to-market.
Activation
We embed execution into the day-to-day: supporting governance, decision-making, and tracking progress. Quick wins are launched while Simon-Kucher’s ongoing market intelligence helps identify new opportunities early.
Acceleration
We progressively build capabilities and shift from intuition-based actions to data-driven decisions. The focus is on evolving pricing, promotion, assortment and distribution capabilities, driving long-term growth through best-in-class repetition.
"Strategy without execution is hallucination"
We know how to execute.
Slides might make you look good, but they don’t move the business. In my experience, most commercial strategies are right but fail because companies struggle to absorb them.
I believe in execution-proof strategy, not strategy designed hoping it gets executed.
My book
"TRUE PROFIT!"
Latest posts
