HVS Food & Beverage Services
A Division of HVS International
The Food & Beverage Services Division of HVS International – the preeminent global provider
of hospitality consulting services – provides operational and strategic consulting, market studies,
and restaurant management services to the hospitality industry. Our professionals have
extensive hands-on operating experience in all areas of the food and beverage industry including
the development and management of hotel and freestanding restaurants, private membership
clubs, banquet & catering facilities, and institutional food service operations. Additionally, our
team has experience with all styles of service, facility types and size of operations. HVS Food &
Beverage Services has the talent and skills to assist clients with the operation of their facilities,
while creating superior levels of quality and profitability.
Our philosophy is simple:
“Our success as consultants is based upon the success of our clients.”
We invite you to review the qualifications of our leadership team along with summaries of the
services we provide. In addition, we have included abstracts of our featured clients and
engagements that illustrate the breadth and depth of our industry experience. We are confident
that our services can dramatically improve the performance of your operation.
Yours Truly,
Michael Beam
Managing Director
HVS Food & Beverage Services
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Managing Director Qualifications
Michael Beam
Managing Director
HVS Food & Beverage Services
372 Willis Avenue
Mineola, NY 11501
(516) 248-8828 x280 Office
(585) 737-6176
Mobile
mbeam@hvs.com
Michael Beam is the Managing Director of HVS Food & Beverage Services - New York, a division of
HVS International. Prior to joining HVS, Beam developed deep professional skills including managing
and developing hotel as well as freestanding/chain restaurant operations. Additionally, he has experience
with all service styles, ranging from quick-service to fine dining. A Master’s degree in Hospitality
Management from Cornell University, plus a Bachelor’s degree in Business Administration from the
University of Michigan, have provided an exceptional foundation upon which he has based his hospitality
career.
Beam started his professional career as an investment banker for Heller Financial, Inc.; however, he was
drawn to the energy and excitement of the restaurant business. Beam’s first hospitality management
position was with Chart House Enterprises, Inc. where he developed a solid foundation in restaurant
operations. Later, as a Director of Food and Beverage Development for Bristol Hotels & Resorts in
Dallas, TX, he put those skills to good use as he developed, tested, and launched a 4,000 square foot,
multi-branded restaurant concept. It’s worth noting that he oversaw its successful establishment at
multiple sites.
No stranger to the financial side of running a restaurant, Beam has consistently coaxed a significant rise in
profits at all of the establishments where he’s worked. He presided over favorable upturns in sales and
profits as a manager for Universal Studios, Inc. and later as a District Manager for Aramark Corporation.
Then, the irresistible lure of joining Wegmans Food Markets, Inc. placed Beam in the unique position to
develop a fine-dining restaurant concept for the grocery chain.
Michael Beam has developed effective leadership skills along with strong strategic planning, operations
management, business analysis, and communications expertise in both multi-unit and stand-alone
operations. He has demonstrated success building new restaurants from visionary concepts to fine-tuning
existing operations, including developing operating procedures, recruiting and hiring staff, designing and
implementing training programs, creating marketing plans, and developing budgets, and revenue &
expense forecasting. Beam’s range of experiences encompass:
Hotels & Conference Centers • Chain Restaurants • Casual Dining
Fine Dining • Theme Parks • Institutional Dining • Private Club • Retail
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Principal Qualifications
Juliette Boone
Principal
HVS Food & Beverage Services
2229 Broadway
Boulder, CO 80302
(303) 301-1130 Office
(303) 938-8884 Mobile
jboone@hvs.com
Juliette Boone, Principal of HVS Food & Beverage Services - New York, brings a wealth of experience in
her 18-year hospitality industry career. She has a diverse professional background including hotel food
and beverage operations, culinary arts, catering sales and operations, contract food service, concept
development, hospitality education, and hotel consulting and valuation. Her experience is complemented
with a Master’s degree in Hospitality Management and Bachelor of Science from Cornell University.
Ms. Boone began her career at a local gourmet delicatessen and catering business in Upstate New York
where she worked as a cook and catering assistant. After completing her undergraduate studies at Cornell
University, Ms. Boone accepted a position in the culinary department of the prestigious Sagamore Resort
in Lake George, New York. A self-taught cook, Boone spent back-of-house time in nearly every one of
the Sagamore’s food and beverage outlets including pastry, banquets, short-order and fine dining.
Transitioning into the contract food service industry, Ms. Boone was attracted by the opportunity to start
up a catering division in one of Sodexho USA’s institutional accounts, Fairleigh Dickenson University.
Ms. Boone created a campus-wide catering presence for Sodexho through the development of a strong,
profitable catering program, the execution of an aggressive marketing plan and the cultivation of a broad,
loyal client base.
Following her pursuit of a Master’s degree at Cornell, where she published a study on the impact of hotelrestaurant co-branding, Boone returned to the contract food service industry, this time on the corporate
concept development side for ARAMARK Corporation. There, she spent several years creating a
corporate portfolio of food & beverage concepts and headed up multiple teams to redesign and reengineer
food service delivery concepts for some of ARAMARK’s largest clients.
A passion for the hospitality industry attracted her to teach at the University of Denver School of Hotel
Restaurant & Tourism where she developed undergraduate courses in Restaurant Management and Hotel
Development. In 2004, Ms. Boone joined HVS in the consulting & valuation division before joining HVS
Food & Beverage Services in 2006.
Juliette Boone’s leadership and communication skills are complemented by culinary know-how and
proven success in all aspects of concept development including menu, standards documentation, training,
marketing, vendor relations, equipment testing & selection and financial modeling.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
A Comprehensive Portfolio of Strategic, Operational and Other Services
Strategic Services
Market Studies
HVS performs market feasibility studies for both existing and proposed food and beverage
operations. For an existing restaurant or other food and beverage operation, market feasibility
analysis can help identify and recommend improvements to product & service offerings, as well
as marketing plans. For a proposed restaurant, a market feasibility analysis serves as a
foundation not only for sound investment strategy, but also for business plans, which are used to
acquire development capital and to guide business development. A market feasibility study
addresses access and visibility, competitive restaurant supply and demand, emerging industry
trends, economic and demographic analysis of the immediate market area, concept
recommendation, volume forecasting as well as five-year projections of revenues and expenses.
Business Plan Development
Through in-depth dialogue and discussion, ideation and goal-setting, HVS helps its clients to
create an overall vision for their food and beverage operations. Collectively, we help transform
this vision into a comprehensive business plan that can be used to secure financing. Further, a
fully detailed business plan serves as a roadmap from concept creation to measuring results well
past the concept's opening. Whether just starting out, or growing to the next level, the business
planning stage and subsequent documentation provides a measurable tool for success.
Strategic Planning
HVS provides support to executive teams in the development of strategic plans related to critical
facets of food & beverage operations. These areas typically include expansion planning,
franchising, organizational & operational development or restructuring, compensation program
development, management recruiting, growth strategies, and marketing planning. HVS Food &
Beverage Services leverages its extensive industry experience to assist with setting an organization
or establishment’s future direction.
Concept Development & Documentation
HVS assists clients with the creation, overhaul or replacement of food and beverage concepts.
The primary objective of this service is to create concepts that have the ability to capture market
share in a specific city or region while achieving appropriate financial results. We provide full
concept development support including, but not limited to menu development and pricing
strategies, staff and management training programs, equipment selection, operational design,
capital budget and forecasts of income and expense, as well as business and marketing plans.
Concept development services include full documentation of all policies, standards, procedures
and training systems for a new operation.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
Operational Services
Operations Assessments
Operations assessments include an in-depth analysis of the client’s food & beverage operations.
Typically, the examination includes the areas of menu pricing, competitive environment,
operating policies, space & equipment utilization and optimization, hours of operation, labor &
staffing allocation, and financial analysis. The exact focus of each assignment varies based upon
the unique needs of our clients. A typical study includes a two to three day on-site visit and a
comprehensive, written analysis that identifies specific opportunities and provides tangible
recommendations targeted towards improving both revenue and profitability.
Human Resources & Training
Our services include the design and delivery of specialized skills programs together with
management evaluation and training programs. We can assess and establish staffing requirements
and training needs, and then develop an effective program to meet a client’s goals and objectives.
Human resource services and training programs include employee training and evaluation,
management and employee hiring assistance, "train the trainer" sessions for staff, development of
organizational charts and job descriptions, and employee motivation programs.
Management Controls Implementation
Instituting management control systems helps ensure that restaurateurs and food service
operators do not leave money on the table. We have developed proprietary systems including
facility and service audits, food cost controls, cash handling practices as well as other processes
designed specifically to save money. When properly employed, management controls contribute
to increased operational profitability while minimizing guest dissatisfiers, keeping maintenance
costs in check and reducing employee turnover.
Menu Development & Engineering
A food and beverage establishment’s menu functions not only as the primary marketing tool, but
is also a critical component of financial success and a strong indicator of what a concept is
attempting to accomplish. HVS understands the importance of a menu that represents our
client’s vision. We also have a complete grasp on what it takes to make the menu an appealing
and manageable tool that drives profitability for an establishment. Our menu creation method is
a systematic process resulting in a menu program that makes sense for the guest and operator.
Throughout the Menu Development process, we work with our clients to create the menu
content, set pricing, illustrate the items through descriptive language, develop recipes, produce
recipe manuals with photos of each item, and train our client’s staff on the menu rollout process.
Operations Manuals & Systems Development
Effectively organized, comprehensive and user-friendly operations manuals are the foundation of
any successful restaurant. HVS works from within our clients’ operations, cataloging best
practices and procedures as well as conducting extensive interviews with management and staff.
This operational intelligence is then used to develop comprehensive operations manuals to guide
every aspect of the operation. Areas covered include sequence of service, job descriptions, recipe
documentation, service training, back-of-house organization, disaster preparedness, marketing
programs, and more. The resultant operations manual enhances operational profitability and
guest satisfaction while improving employee morale and retention.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
Other Services
Restaurant Management
HVS provides comprehensive management of food and beverage operation(s) in hotel, private
club and freestanding settings. Operations management services include, but are not limited to
total operating control of food and beverage services or strategic-level supervision and guidance
services provided on an as-needed basis. Our core competencies in this area include: human
resources management (training, staffing), menu engineering, strategic and financial planning and
concept development.
Litigation Support
Litigation support services are provided as it relates to our expertise in food and beverage
operations. Expert analyses and testimonies are offered based upon the requirements of each
particular case.
Third-Party Negotiations
HVS will undertake third party negotiations with vendors such as franchisors, architects,
construction firms, equipment and product suppliers for the benefit of our clients. We leverage
our deep industry experience and extensive industry contacts to develop and secure relationships
for clients involved in food and beverage operations.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Marriott International – Operations Assessment & Implementation
Project
Marriott International, Inc. sought to re-create is room
service program such that current operational processes,
services and product offerings would be significantly
repositioned, driving guests to reconsider their
expectations for room service. The program needed to be
based not only upon thoroughly understanding guest
perceptions and the critical drivers behind the decision to
purchase room service, but also upon an in-depth
comprehension of how room service functions from an
operations perspective.
“HVS clearly understands all
aspects of our business which
enables them to provide valid root
cause analysis, identify
opportunities and deliver insightful
recommendations.”
Lou Trope
Sr. Dir., Design & Development
Marriott International
The HVS Assignment
HVS Food & Beverage Services was engaged to study room service operations at full-service
Marriott properties in North America, with the goal of not only pinpointing service, production
and communication bottlenecks, but also identifying best practices and opportunities for service
enhancement. HVS conducted a multi-property time-and-motion study; breaking down and
tracking each discreet step in the entire the room service process, from start to finish. As part of
this study, HVS interviewed Marriott room service customers and property managers across
multiple guest and operational functions, while also gathering intelligence at competitive
properties. HVS was tasked with creating a framework for understanding room service as it
exists today, and to develop a platform for future room service innovation, from the inside and
out, at Marriott Hotels & Resorts.
Results
After collecting and analyzing the data, HVS presented a comprehensive program to
contemporize and differentiate the room service experience, both strategically and tactically,
through process redesign and enhancement, new menu offerings, and equipment modifications.
Additionally, specific recommendations were made to optimize staff training and ensure service
consistency across properties.
Many of the recommendations provided by HVS
were implemented throughout all full-service Marriott
hotels in the US. HVS was instrumental in working
with Marriott corporate staff and property teams to
successfully test and implement the new room service
practices including development of operating manuals
and associated training materials.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Lord & Taylor – Operations Management & Concept Development
Project
Lord & Taylor wanted to dramatically improve
foodservice as part of a repositioning of its brand.
Along with several culinary partners, HVS Food &
Beverage Services created two concepts that were
introduced in the Lord & Taylor New York City store.
One of the restaurants was the celebrity chef-driven
“An American Place” and the other was a newly
created café concept that has been rolled out to other
stores in the Northeast.
“Customer response to the restaurants
has been phenomenal. The restaurants
position the store as a destination and
also help elevate its image.”
LaVelle Olexa
Senior Vice President for Fashion
Merchandising and Public Relations
Lord & Taylor
The HVS Assignment
HVS was engaged to develop both food & beverage concepts, as well as manage day-to-day
operations. The concepts had to complement Lord & Taylor’s reputation as “The Signature of
American Style.” The company wanted to improve food quality, service standards and check
average. The concepts also needed to appeal to the new Lord & Taylor customer without
alienating the company’s long-standing clientele.
Results
The successful relationship resulted in increased
customer satisfaction as measured by store
shoppers and company executives. The
restaurants were also well received by restaurant
pundits which quickly garnered Lord & Taylor
a public relations windfall. First year results
yielded dramatic increases in unit revenue. Lord
& Taylor was able to focus on its core
competencies while eliminating its food service
staff altogether. HVS Food & Beverage Services
also built a successful catering operation
designed to handle all of Lord & Taylor special
events.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Cleveland Clinic Foundation – Operations Assessment
Project
Founded in 1921 by four renowned Cleveland
physicians, the Cleveland Clinic is a not-for-profit,
multi-specialty, academic medical center that
integrates clinical and hospital care with research
and education. To serve its patients and their
families, who travel from a broad geographical
area, the clinic developed three full-service hotels
with a total of 717 guestrooms, which are operated
by Intercontinental Hotels & Resorts.
The HVS Assignment
HVS was hired to assess the food and beverage operations at the clinic’s three hotels which
consists of four full-service restaurants: Classics, Ohio's only AAA 5 Diamond award-winning
restaurant, featuring French and American cuisine; North Coast Café, a casual restaurant serving
continental cuisine for breakfast and lunch; The Grill Room which serves American grill favorites
in a relaxed atmosphere; and Citrus, which features Modern American cuisine in a casual setting.
Additionally, Intercontinental operates a total of four lounges, 35,000 square feet of meeting
space and room service at the three hotels. We were asked to identify specific tactics and
methods to improve profitability, as well as provide food and beverage revenue enhancement
ideas to the management team.
Results
HVS performed a detailed analysis of all food and
beverage operations within the campus’ hotels
identifying more than $318,000 in potential cost savings
and $275,000 in additional revenue opportunities.
Further, we provided specific, achievable and financially
realistic recommendations for implementation of the
proposed changes. Based upon preliminary financial
information, F&B departmental profitability for all three
hotels improved by more than $250,000 in the first year
after our study.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Cereality Operators, Inc. – Operations Management & Concept Development
Project
A growing new foodservice concept that started with a single
unit in Arizona in 2003, Cereality Operators, Inc., currently,
owns and operates four Cereality Café locations across the
United States with additional corporate-owned and franchised
units planned.
At a Cereality Cafe, customers choose from their favorite
brands of hot and cold cereals and toppings, as well as from a
variety of cereal bars and specialty beverages, at any time of the
day. Pajama-clad Cereologists™ fill the orders and set the
relaxed tone in the cafe. The units also offer catering services
to surrounding business and academic communities.
The HVS Assignment
Cereality was looking for a Director of Retail Operations not only to oversee day-to-day café
operations and provide help refining the concept, but also to assist in developing the company’s
franchise program including writing training programs, standardizing menus, preparing staffing
guidelines and developing financial models. Cereality needed a consultant with multi-unit
operations experience and the ability to work with the company’s corporate team to get results.
Results
HVS fulfilled the terms of the original
engagement; successfully overseeing day-to-day
café operations including hiring and training
new managers at two of the outlets. Further,
revenues improved while both labor and cost of
sales declined at each café. Lastly, a successful
franchise program was instituted during the
engagement. HVS Food & Beverage Services
performed so well during the initial 6-month
engagement that we were re-engaged in the
same capacity until a permanent director of
operations could be appointed to oversee the
cafés.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Starwood Hotels & Resorts – Concept Development
Project
Starwood Hotels & Resorts developed five signature
restaurant concepts to offer as food and beverage options for
its corporate and franchise hotel properties. Making these
proprietary concepts available on a franchise basis enables
Starwood hotel operators to upgrade the quality of their food
and beverage offerings with a turn-key system.
“HVS Provided us with critical
support, including insight into our
competitive set as well as
professional templates that allowed
us to offer a turn-key solution that is
both economically attractive and
operationally efficient for our
franchise community to utilize.”
Starwood Hotels & Resorts is one of the leading hotel and
Brian Abel
Senior Director, F&B Development
leisure companies in the world with approximately 850
Starwood Hotels & Resorts
properties in more than 95 countries and 145,000 employees.
Starwood Hotels is a fully integrated owner, operator and
franchisor of hotels and resorts with the following internationally renowned brands: St. Regis,
The Luxury Collection, Sheraton, Westin, Four Points by Sheraton, W, Le Meridien and the
recently announced Aloft and Element Hotels.
The HVS Assignment
HVS Food & Beverage Services was engaged by Starwood Hotels & Resorts to design and
develop a full concept documentation program for its signature restaurants. The ultimate goal
for Starwood was to have comprehensive, written documentation for all aspects of its signature
restaurant concepts in order to deliver consistent and high-level staff training and financial
performance, top quality products and service, as well as overall operational excellence at
franchise properties.
Results
HVS worked with both Starwood corporate staff and property
managers at concept test locations to develop comprehensive
documentation for the signature restaurant concepts. Materials
included service training manuals, marketing programs, quality
assurance audits, kitchen operations and training guidelines as well as
detailed recipes for all menu items. Additionally, HVS created a
financial model to project operating performance of franchise
restaurants and developed a formal presentation to be used in securing
franchise partners.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Colonial Country Club – Operations Assessment
Project
Each year, the Colonial Country Club, located in
Cordova, Tennessee, hosts the oldest PGA TOUR event
still being played at its original site. The course has
hosted the ’41 U.S. Open as well as the ’75 Players
Championship, the ’91 U.S. Ladies Open, and the golf
course ranks in America’s top 60 and in the world’s top
100. Historically, the club hired an outside service
provider to oversee food and beverage concessions during
the annual tournament. The club’s management and
board of directors needed an objective assessment of the
food service operations provided by the vendor to
determine if management contracts would continue to be
awarded for future tournaments.
“HVS was the perfect partner, as
they understood our passion to
improve the guest experience at the
tournament while ensuring prudent
fiscal controls are in place. Their
comprehensive report was exactly
what we needed to make decisions
for the future of food service at our
tournament.”
Geoff Hasley
General Manager
Colonial Country Club
The HVS Assignment
During the 2005 tournament, HVS Food & Beverage Services was engaged to perform a
comprehensive, in-depth assessment of food and beverage operations being provided by the
outside vendor. HVS worked with the club staff and the contracted service provider to examine
all aspects of the operation which included conducting extensive interviews with food service
volunteers and patrons over the course of the week-long event.
Results
HVS produced a comprehensive report detailing
recommended enhancements to tournament food
service operations including the addition of
private suite catering and on-course concession
venues. The report defined the optimal mix of
full-service to beverage-only concession venues,
capital purchase requirements, staffing needs as
well as detailed financial projections for selfoperated food service. The report was used as a
blueprint to upgrade tournament food and
beverage service in 2006 and beyond.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/
HVS Food & Beverage Services
Featured Clients & Engagements
Hill Country Holdings, LLC – Strategic Planning & Concept Development
Project
The Founder and President of Hill Country
Holdings, LLC, Marc Glosserman, has a passion
for real Texas barbecue and wanted to bring the
authentic wood-smoked pork, beef and sausage to
New York City’s urban diners. To bring the
concept to life, Glosserman sought out an expert
team to advise him and provide operational
guidance and support for the restaurant company.
“I needed a partner I could count on through
the development process with the ability to
help distill my vision into a successful
operating business. HVS was that partner.
They understand the big picture as well as the
finest details of design, guest experience, and
back-of-house operations.”
Marc Glosserman
Founder & President
Hill Country Holdings, LLC
The HVS Assignment
Michael Beam, Managing Director of HVS Food & Beverage Services was hired as the director of
Hill Country’s Advisory Board. Beam’s role was to help develop the business plan and to
implement and refine operating processes, inventory controls and training procedures. He also
helped develop budget and forecasting models in support of the operations and assisted in the
selection of other team members brought on to assist with the concept’s development and
execution. In his role, Beam also counseled Glosserman on strategic issues facing the restaurant
company both prior to and immediately after opening, including construction, design & layout,
service style and flow, and future development.
Results
Hill Country’s Business Plan won Columbia Business
School’s prestigious annual competition sponsored by
the Eugene Lang Entrepreneurial Initiative Fund in
part due to the involvement of HVS Food & Beverage
Services. Construction is currently underway for the
first location in New York City with an expected
opening date of mid-2007.
372 Willis Avenue, Mineola, NY 11501 • (516) 248-8828 x280 • www.hvs.com/Services/FoodServices/NewYork/