future-proof

future-proof

Bold ideas need commercial traction.
That’s where I come in.

I partner with founders and global companies across food, hospitality and experience-led brands to navigate their next phase of growth and transformation.

Combining marketing and business strategy with global trend foresight and deep industry expertise, I help you turn bold ideas into bigger, braver and more future-proofed businesses.

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AREAS OF advisory

Lauren works with founders and global brands on strategic projects that shape the future of food, hospitality and experience-led businesses.

  • We provide foresight-led marketing and growth advisory to help global brands bridge the gap between their current strategy and evolving market shifts. We build commercial blueprints and brand positioning that ensure your business doesn’t just respond to change, but leads it.

    This includes brand architecture, go-to-market strategies, marketing and growth strategies, and positioning for new market entries. We help you expand into new territories, develop products, increase spend, or redefine your customer experience.

    Lauren frequently leads agency selection processes and provides strategic oversight of brand and marketing partners, ensuring the right teams are appointed and the strategy is delivered at the highest level.

    Essentially, if it involves a customer, it falls within this category.

  • We decode the “weak signals” and cultural shifts defining the future of your industry. Using strategic intelligence, global trend foresight and market data, we provide the strategic evidence required to de-risk high-stakes investments and capture critical first-mover advantage.

    This includes custom trend briefs, opportunity mapping and white-space analysis. We help you validate new concepts, pivot your brand to meet emerging values, or build five-year growth and investment roadmaps.

    Our work draws on leading foresight platforms including SOON Futures, helping identify the cultural and consumer signals shaping the future of hospitality and experience-led brands.

    Simply put, we find the future before it finds you.

  • We curate and broker authentic partnerships that connect brands with the right cultural capital. Moving beyond superficial collaborations, we create genuine alliances with longevity driving brand prestige, reaching premium networks, and unlocking entirely new revenue streams.

    This involves cross-sector brokering and strategic cultural alignment. Whether seeking a food collab, tech integration, or chef partnership, we ensure the right fit to connect shared audiences and create lasting commercial value.

  • We partner with the people at the heart of a brand’s reputation to tell their stories. From memoirs and non-fiction to cookbooks, Lauren helps founders, chefs and cultural leaders find their voice and capture their legacy in print.

    This involves ghostwriting, brokering international publishing deals, and managing the development of book projects from concept through to publication.

    Lauren is also the author of Till Death Do Us Part and the cookbook Recipes to Remember, written in tribute to her late husband, chef Jock Zonfrillo.

  • Lauren delivers high-impact keynotes that translate global cultural shifts into business growth. An experienced speaker, and analyst on ABC’s Gruen, she is known for challenging audiences to think differently and deconstructing the world’s most provocative brands. Regardless of industry or role, her sessions are designed to entertain, educate, and broaden perspectives.

    Her talks focus on three strategic pillars: 

    • Strategic Intelligence: Deconstructing consumer psychology and the psychology of brands.

    • Founder-Led Brands: Scaling "Human IP" into a global, experience-led business.

    • Strategic Resilience: Leading with clarity and intentionality amidst chaos.

    Lauren ensures every audience walks away with a new lens on the future and the tools to build a lasting legacy.

Brands We've Worked With

Selected brands we’ve worked with across food, hospitality, media and cultural projects.

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selected work

Strategic advisory and growth initiatives across food, hospitality, retail and destinations.

  • The Star Sydney

  • Optus Stadium

  • Electrolux

  • Barilla

  • Queen's Wharf Precinct

  • Australian Eggs

  • Lenovo

  • The Concourse Precinct

ABOUT LAUREN ZONFRILLO

Lauren Zonfrillo is a strategist and board-level advisor who operates at the high-stakes intersection of brand strategy and commercial performance. As the founder of The Zonfrillo Group and a regular panelist on the award-winning TV show Gruen since 2014, she has spent two decades deconstructing complex market shifts to ensure bold ideas achieve the commercial traction they deserve.

Based between Sydney and London, Lauren now leads a global consultancy dedicated to the next era of food, hospitality and experience-led brands. From launching new brands to curating international dining precincts, her focus remains constant: providing the foresight required to move brands through their own defining moments to become something bigger, braver, and fundamentally future-proofed.

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Get in Touch

If you want to know more, or are enquiring about something in particular, drop us a line and we’ll respond ASAP.