Over the past 16 years, we have evolved away from being general and have developed a rather specific savvy unique to our industry.

Inspired by the matter-of-fact nature of names like General Electric and Atlantic Plumbing Company, we launched General Design Co. on the belief that good design is as fundamental to the success of a business as any basic utility.

Since then we have worked on over 100 projects in the food, beverage, and hospitality industries, ranging from award-winning chefs, independent restaurant groups, and emerging entrepreneurs. After countless hours of research (reading, traveling, interviewing, and of course eating & drinking!), hundreds of conversations to clarify concepts, celebrating over 70 grand openings to date, lamenting a dozen quiet closures and bearing witness to a dozen more dramatic ones, we have come to understand that good design is just one part of success.

We are less general, more specific…And Wiser.