Project HQ has investment from performer and entrepreneur Marc Anthony and his company, Magnus, which aims to help the brand connect with the millennial, Gen-Z and Latin communities. This partnership aims to amplify sbe’s restaurant and entertainment portfolio, Disruptive Restaurant Group, and its digital food company, Everybody Eats.

“The tidal wave of consumers coming into the marketplace from the millennial, Gen Z and Latino audience is staggering,” Sam Nazarian, founder and CEO of sbe, said in a statement. “This marks the genesis of Project HQ, and we eagerly anticipate unveiling more exciting initiatives in the months ahead.”

Geoff Ballotti, president and CEO of Wyndham Hotels & Resorts, said that the company has seen “tremendous interest” from owners looking to enter the segment. “These initial projects in Montreux and Detroit set the stage for a brand that will benefit from sbe’s legendary lifestyle experience and Wyndham’s scale and resources, creating a turn-key solution unlike anything the market today.”

First Properties

The first two hotels in HQ's brand portfolio will be based in Detroit and Montreux, Switzerland.

The Park Avenue House in Detroit is set to be converted as the first U.S.-based property for the brand. The entire property, including 174 guestrooms, will be renovated as part of the project. The hotel will have a restaurant from sbe's Disruptive Restaurant Group, a cafe and quick-service-delivery from the Everybody Eats platform.

The former Royal Plaza & Villa Toscane in Montreux, Switzerland, is set to become the first international hotel for the new brand when it opens in 2025 as the HQ Montreux Hotel & Spa. The property, which dates back to 1905, will accommodate 360 guests and will include two restaurants from the Disruptive Restaurant Group. Other partners will be announced later.

Montreux is set to see over CHF500 million invested over the next five years.

By Jena Tesse Fox