Brand DNA
At its heart, Hitch Hike is built on California's open-road mentality, a guest experience shaped by spontaneity and warm service. The menu brings this to life through farm-to-table produce and bold Baja flavours, spanning artisanal coffee and superfood bowls by day to Cali wines and mezcal cocktails by night, with a playful all-day munch menu designed for sharing at any hour. Surf-inspired OS&E, a coastal staff aesthetic, a dynamic music journey, and the signature Golden Hour sunset ritual complete the experience, turning every visit into a moment of genuine connection.
H-Hospitality was appointed to develop the F&B concept for the transformation of an existing Mercure hotel into a Tribe property in The Hague. The brief focused on creating a distinctive, lifestyle-oriented dining venue. The result is Hitchhike, a vibrant Cali-Baja-inspired concept that merges the laid-back atmosphere of Southern California with the bold, street-style flavours of northern Mexico.
Market research
Concept creation
Branding & graphic design
The Hague, NL
