Chef / Consultant / Designer
Food, spaces & stories for hospitality.
I'm Jay Morjaria — culinary leader, F&B consultant and designer. Previously Head of Concept at KellyDeli and a consultant since 2011, I bring chef-led creativity, commercial strategy, operations and design together for hospitality.
London, UK
Jay Rayner, The Observer
"Seriously punchy Korean flavours"
A Chef's Note
"Great food starts with curiosity."
Hospitality is more than just service; it's about the stories we tell through ingredients and spaces. Whether I'm developing a global menu for KellyDeli or designing a chair for Studio JAE, the goal is always the same: to create something that resonates, lasts, and inspires.
What I do
Chef & Concepts
From Million Pound Menu winner to founder of JAE, Tiger & Rabbit and Shabash — I build food concepts that critics and guests talk about.
My story →F&B Consultancy
Data-led menu engineering, P&L and margin optimisation, kitchen design and international rollouts — for operators including Marugame Udon, Vagabond and KellyDeli.
See the work →Studio Jae
Furniture, lighting, products and interiors for hotels and hospitality — from the ARCHE chair to HIPPI lighting and complete room concepts.
Explore Studio Jae →
Free dish & drink generating tool
Culinary Genie
A little inspiration for your kitchen or bar. Discover dishes and cocktails built around the ingredients you already have. Powered by Jay's culinary intuition and AI.
Try the GenieStudio Jae
Bespoke furniture & lighting for hospitality
From idea to sketch. From sketch to reality. Explore furniture, lighting and interior concepts informed by a product design degree and a career spent shaping hospitality spaces.
Discover Studio Jae