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Synergy Food Consulting Group, LLC
23 Corporate Plaza, Suite 150
Newport Beach, CA 92660
synergyconsultants.com
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The Synergy Team
Dean Small is the Founder and CEO of Synergy Restaurant Consultants. Dean has over thirty-five years
of hands-on food service experience. In addition to his two decades leading the Synergy organization,
he has owned and operated restaurants, bakeries, juice bars, and retail specialty food concepts.
UpongraduatingfromtheCulinaryInstituteOfAmerica,Deancompletedatwo-yearculinaryapprenticeship
at Windows On The World located atop the former World Trade Center in New York City. This restaurant
was the #1 sales volume restaurant worldwide. During his apprenticeship, Dean also served as personal
Executive Chef to former U.S. Secretary of State Henry Kissinger and former Vice President Nelson
Rockefeller. In 1985 Dean joined El Torito Restaurants as Director of Culinary Development and Purchasing
Manager. El Torito operated over two hundred and twenty units and twelve restaurant concepts with
operations grossing over $420 million.
In 1988, Dean founded Synergy Restaurant Consultants to provide innovation and efficiency strategies
to restaurants and food manufacturers. Since 1988 Synergy has been a food, beverage, and operations
resource to over 225 national restaurant chains and independent operators. Dean was awarded a
Bachelor’s Degree from Hofstra University and an AOS from the Culinary Institute Of America.
DEAN SMALL PARTNER AND CEO
Areas of Expertise
• Concept Development
• Restaurant Branding & Brand Voice
• Operational Efficiency
• Labor Optimization
• Menu Development
• Culinary Innovation
• Strategic Planning
• Building Cross Functional Teams
Danny Bendas is a Managing Partner of Synergy Restaurant Consultants. With over 30 years of
practical food service experience, he has worked for numerous restaurant operations ranging from
quick service to fine dining establishments. Following his culinary education, Danny became opening
chef at Houlihan’s Old Place in Kansas City, MO; followed by rapid promotion to the position of the
company’s first regional/corporate chef.
Danny’s experience also includes numerous positions with a variety of restaurant operations; he was
Chef at the acclaimed American Restaurant in Kansas City; Director Of Operations for American Food
Service Enterprises (food service division of Hallmark Cards) in Kansas City, Missouri, and Vice President,
Food & Beverage for Nanco Enterprises Santa Barbara, CA, operator of a nationwide chain of casual
theme and steak house restaurants.
Since 1989, Danny has been a Managing Partner at Synergy where he has partnered with more
than 225 clients with services ranging from new concept development, menu innovation, operations
assessments, strategic planning, kitchen optimization and design, management development, and the
development of restaurant operating systems.
Danny was awarded a Bachelor’s degree from Penn State University, an AAS degree from Bucks
County Community College, and an AOS from the Culinary Institute Of America, where he was the
recipient of the Waldorf Astoria Scholastic Achievement Award.
DANNY BENDAS PARTNER AND COO
Areas of Expertise
• Concept Development
• Operational Efficiency
• Labor Optimization
• Product Engineering
• Culinary Research and Development
• Efficient Design Strategies
• Systems and Process Development
• Infrastructure Implementation
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The Synergy Team
DAVID BLOOM EVP Business DEvelopment & Strategy
David brings over 35 years of high level experience in the restaurant industry along with an extensive
track record of success establishing and growing numerous national and international brands and
businesses. David has a unique combination of experience operating as a highly successful entrepreneur,
a large muti-unit franchisee and C level executive in a wide variety of industries on a global basis.
Having grown up in the restaurant industry throughout the greater New York Metropolitan area, David
graduated UNLV with a degree in Hospitality Management. He then completed a six month training
program with Steak & Ale Corp and went on to run some of the highest volume Bennigan’s Restaurants
under the mentorship of Norman Brinker. David went on to serve in executive food & beverage roles in the
hotel industry at a number of premier hotel and resort properties throughout the United States. David then
left the corporate world to join Quiznos Subs as a multi-unit franchisee when there were only 18 stores in
Denver, CO. He went on to become one of the largest multi-unit franchisees and a highly successful area
developer as well as a key member of the senior management team that built over 5,000 restaurants in
over 28 counties.
After starting two national consulting and development businesses, David went on to build several national
brands in a variety of industries as the Senior VP of Brand Expansion. David was brought on as COO by
the Omidyar network to build Bridge International Academies based in Nairobi, Kenya. Bridge has since
become one of the largest and fastest growing private education companies in the developing world.
Most recently David served as COO for Famous Brands International operating over 900 stores in over 30
countries.
David joined Synergy Restaurant Consultants to provide expertise and leadership in the areas of brand
building, business development and strategy. He loves working and collaborating with great entrepreneurs
and executives at every level that are seeking to grow and improve their business performance, expand
their brand, and take their success to the next level.
Areas of Expertise
• Scalable Brand Strategies
• Financial Analysis
• Growth Planning
• Brand Expansion
• Strategic Funding for Growth
• Domestic and International
Franchise Operations
and Development
Background and Experience
Founded in 1988 by Dean Small and Danny Bendas, Synergy has recently celebrated
26 years of business. Synergy had its start in performing R&D services for dozens of
national suppliers, which led to research and development services for national restaurant
chains in all service sectors. With the exponential growth of the fast casual segment,
Synergy has stayed in front of trends through a combination of primary market research,
industry journal review and strategic partnerships. Over the years, the Synergy team has
expanded to include experts in all areas of the hospitality business capable of providing
comprehensive integrated consulting services to a wide range of clients.
• Founded in 1988
• Culinary innovation and
operational efficiencies are the
foundation of the business
• Team of 26 consultants with
distinct areas of expertise who
work together to provide seamless
service to clients around the globe
• Partner to more than 225 brands
• Integrated food service
design capabilities
• Extensive experience in menu and
food product development
• Global consulting partner to clients
in more than a dozen countries
• Culinary team composed of
experienced award-winning chefs
• Labor optimization experts
• Franchise development expertise
• Organizational evaluation
and restructuring
Synergy at a Glance
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The Synergy Team
Brian McDonough, Human Resources and compliance
Brian McDonough has been navigating the Human Resources waters for restaurants over the past
24 years with major chains and independently for operations in every U.S.
state, in Mexico, Canada and overseas. Brian assists restaurant operators
and franchisees of all sizes with HR through the acquisition of Management
talent, group teaching sessions, publication of a Quarterly newsletter based
specifically on compliance and by integrating best practices into all employee
Training Systems and restaurant policies. From an operations and risk
mitigation standpoint, he has defended charges that include Wage & Hour
related cases in multiple states with the EEOC, the Department of Labor and
civilly, safety-related issues with OSHA and Worker’s Compensation cases,
guest injuries, public relations matters including the NLRB, immigration
difficulties, and crisis management related concerns.
Charlie Candelas, Operations & special Projects
Charlie Candelas’ 25-year career in the food industry has incorporated a vast
diversity of skill sets and achievements. As Senior VP of Operations for Darden/
Olive Garden, Charlie was responsible for leading the team that grew a 38-unit
brand into a 400-unit mega-brand. His team ideated and implemented new
satellite training center programs for personnel, drastically reducing employee
turnover and subsequently increasing efficiency throughout the chain. With
Wolfgang Puck, Charlie turned around his 20-unit chain that had lain dormant
for 5 years and achieved turbo charged profitability in 18 months. Charlie
attended the Culinary Institute of America as well as participated in Central
Florida University’s Executive Development Program. Charlie has been
project manager for numerous start-up and concept implementation projects
for Synergy, most recently opening a fast casual Italian concept called Ciao in
Rapid City, SD. Charlie led the team throughout a process where Synergy was responsible for executing
a complete concept development, full facility design, all menu and product development and operational
infrastructure development for the brand, which has outperformed financial expectations during its first six
months in operation.
Emily Callaghan, Concept Development
Emily brings a diverse editing, content management, and social media
background to Synergy, pairing her skills in media with nearly 10 years of
experience spent working in bakeries, full-service restaurants, and bars
in both the U.S. and abroad. Responsible for relaunching and managing
all editorial for TableMatters.com and reviewing restaurants for CityEats,
her work has also appeared in Philadelphia magazine, The Philadelphia
Inquirer, The Smart Set, WetFeet magazine, NotForTourists.com, and They
Eat That?: A Cultural Encyclopedia of Weird and Exotic Foods. Emily
has played a key role in dozens of Concept Development projects with
Synergy, facilitating the Discovery process and creating Concept Books and
Business Plans that articulate the vision, strategies and DNA of each new
brand. Emily holds a degree in Liberal Arts from Drexel University.
Randy Lopez, Branding & Marketing
With over 20 years in marketing and advertising, Randy is known as a creative
thinker and brand visionary. He has held marketing executive leadership
roles in brands such as TGI Friday’s, Arnold Palmer Golf Management, Buca
di Beppo, and Del Taco. On the agency side, he has developed brand
strategies and led the account teams for such clients as Toshiba Medical,
Tommy Bahama, Acapulco Restaurants and Wolfgang Puck. More than a
traditional marketing practitioner, his operations background allows him to
understand the specific challenges individual restaurants face as well as
the strategic resources needed to grow the global “brand”. Randy is also
the founder of JaKE, a restaurant-industry marketing and PR agency that
creates innovative Local Store Marketing strategies and tactics to drive traffic
and build brand affinity. He is currently a board member for the California
Restaurant Association/OC Chapter, Ophelia’s Jump Productions and the Colon Cancer Coalition.
Warren Ellish, Strategic Partner – Branding & Marketing
Warren Ellish, President & CEO of Ellish Marketing Group and member of the
faculty at Cornell University (Johnson School) has held executive marketing
positions with Boston Market, Darden Restaurants, Burger King, and PepsiCo
and had been named to Advertising Age’s Marketing 100 – “The Superstars
of U.S. Marketing”. He has a successful track record of assisting the senior
leadership of highly competitive multi-unit businesses generate high returns
on investment based on a strategic focus to drive profitable traffic and product
mix. A significant amount of this work has been with start-up, emerging, and
turnaround businesses. He has launched many new brands and concepts
that became successful growth businesses while also revitalizing many
once-formidable brands that lost their way to become strong competitors
once again. He has been responsible for developing brand positioning for
hundreds of well-known international, domestic, regional and local brands. Warren received both his BS
and MBA from Cornell University. He currently serves on the board of directors of Buffets, Inc. the nations
largest steak-buffet restaurant company and on Cornell’s School of Hotel Administration master’s program
advisory board.
Phil Ratner, Business Strategy
Phil Ratner is a veteran restaurant executive who served as a CEO for more
than twenty years in the casual-full service segment. His record of successful
turnarounds began with Acapulco Restaurants in 1984 where he served as
President and CEO for nearly ten years, taking the nearly bankrupt company
and doubling its size to $90 million in sales with a ten percent EBITDA.
Most recently, as CEO of Marie Callender's Restaurants he improved both
sales and profits and successfully merged the company with Perkins Family
Restaurants. Phil has both a Bachelor’s Degree and an MBA from Cornell
University. An expert in real estate evalucation and feasibiity, he has served
on the boards of five publicly traded restaurant companies.
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Karen Brennan, Branding & Marketing
Karen Brennan is an accomplished, results-oriented restaurant marketing
executive with a broad knowledge of the restaurant industry, a deep
understanding of consumer behavior, the expertise of 30+ years of restaurant
marketing leadership and a record of award winning marketing initiatives for
more than 70 restaurant brands, having achieved both Nation’s Restaurant
News ‘EAT’ Award for Excellence in Advertising on TV and the NRA’s ‘Great
Menu’ Contest Award multiple times. She has held top brand marketing
positions with the Bravo Brio Restaurant Group, Coco’s Bakery Restaurants
and Max & Erma’s Restaurants, Inc., spanning all segments of the restaurant
industry. She has a wealth of restaurant industry expertise and experience
including serving as an instructor of Hospitality Marketing at The Ohio State
University. She exceeds at refining and developing innovative solutions, jump
starting growth initiatives, new concept development, start-ups, turnarounds, brand re-invention and
for interim marketing solutions. She provides proven strategies and results, helping restaurateurs figure
out their toughest brand challenges and succeed by translating consumer insights into growth through
marketing and branding solutions.
She holds an undergraduate degree from Indiana University and an MBA from The Ohio State University
and serves on their Fisher College of Business Alumni Board of Directors, The Lone Star Steak Advisory
Board and the National Restaurant Association Marketing Executives Group Board of Directors.
Clyde Gilfillan, Operations
Asanoperationsspecialist,concept/businessdeveloper,andcatalystforsales
and profit improvement/turnarounds, Clyde brings expertise to established
companies by centering operations personnel on primary objectives and
critical issues, developing/implementing strategies that improve average unit
volumes, area profitability, and overall operating structure. He also helps
startups grow, and improves emerging brands through concept ideation,
brand development, and creation or enhancement of policies, processes,
and controls.
Clyde has over 25 years of operational and executive experience in several
key sectors of the food service industry including restaurants, airline food
service, hospital food service, and high volume sports stadium/airport
concessions. Clyde has been CEO for LaVecchia Restaurant Group, an $8
million, multi-concept full service company based in Charlotte, NC. He was also COO for The Harper’s
Restaurant Group, a $31 million, multi-concept, multi-sector restaurant company based in Charlotte, NC,
where he helped lead the team in orchestrating a $1.3 million profit turnaround for the troubled company,
build long-term positive cash flow, and help create and open 5 separate, successful concepts. Clyde
was also Market Partner for Flat Rock Grille, a $15 million, upscale casual seafood concept company
based in Charlotte, NC, where he led operations personnel in stabilizing systems and controls, building the
new prototype unit, developing the recognizable brand, and helping recruit and build a field management
team which provided the impetus for the successful sale of the company. Clyde has also been General
Manager of a $45 million division of Dobbs International Services, Inc. which operated all flight kitchens
in Chicago, Illinois for United Airlines. Directing the largest airline catering and ground services hub in the
U.S., he was able to stabilize these high profile profit centers by turning $6 million annualized losses into
sustained profitability within 8 months of taking charge.
He has served on numerous boards including The Charlotte (NC) Regional Visitors Authority, The Charlotte-
Mecklenburg Restaurant Association (as President), and The Greater Charlotte Hospitality and Tourism
Alliance. Clyde has also served on the Board of Advisors for Central Piedmont Community College’s
Hospitality Department.
Brad Miller – Operations
Brad brings more than 25 years of experience in the hospitality sector to
Synergy. His international consulting experience has included projects
ranging from strategic development and concept-expansion management
to business plan formation and training manual development for both large
corporate clients and independent owner/operators. He holds expertise
in operations, finance, bar & mixology development programs, people
development, process analysis, food and beverage program development
and brand refinement. Brad’s resume includes 10 years as the Director of
Operations and President of Tia Juana Management, a successful multi-unit
restaurant management company. Brad expanded this company from one
single unit into five successful operating units including full-service dining, fast
casual, large event catering, event production, and golf course concessions.
Brad has also held positions as Director of Marketing at a large California steakhouse, and as an analyst
with two large finance institutions. Brad holds a B.S. in business management and finance from the
University of Colorado.
Jeff Hosaka, Culinary
Jeff Hosaka’s passion for food evolved over years spent in the kitchen. It
was most significantly developed while working for the famous Point Loma
Seafood, where Jeff spent several years training as a fish butcher and honed
his skills with a knife as well as acquiring an eye for yields and portion control.
Jeff was involved in the successful opening of the multi-million dollar Ivy Hotel
where he trained under nationally known Chef Damon Gordon at the Quarter
Kitchen. Here he was able to learn the process for setting up a functioning
and effective operation. Jeff refined his culinary skills and quickly progressed
through all stations of the hot and cold line where he soon became a tournant.
Jeff continued his education in the culinary program at the Arts Institute and
worked for Norwegian Cruise Lines and then in Las Vegas at the nationally
acclaimed Cosmopolitan Hotel and Casino where he worked at the concept
restaurant D.O.C.G. Enoteca, sister restaurant to Scarpetta, under Celebrity Chef Scott Conant and Chef
Stefano Chiarugi. Jeff has completed culinary development work for three QSR conceps in the last year
including Spoleto, Firehouse Subs and Ciao.
Justin Braly, Culinary
Justin Braly has more than 10 years of experience as an executive chef,
opening numerous restaurants and instilling his passion for simple, seasonal
ingredients into kitchens spanning high-end steakhouses, neighborhood wine
bars, a Wine Spectator Award of Excellence-winning bistro, and numerous
national chains. He feels strongly about creating both a phenomenal dining
experience for guests and a positive work environment for employees, all
while keeping food and labor costs low. Justin recieved his culinary education
from the Art Institute of San Diego
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Fred Juillet, International Operations
Born in France and now based in Dubai, Fred has spent the last 15 years
working in the restaurant and F &B industry in five different countries and
continents. He has significant experience in leading and managing restaurants
with a high diversity of background, culture, and concept. Fred has opened
and managed high-volume venues in some of the most prestigious locations
in the world such as Sydney, Australia and Singapore, where he worked for
Planet Hollywood and Zenbu Restaurant, a fusion food concept. Heineken
took him back to Paris to design, conceptualize, open, lead, and manage
a unique luxury French Brasserie concept store dedicated to beer with a
3-story restaurant, bar, nightclub, and merchandise store. He then became
the executive director of restaurants operations at the Ocean House, a Five
Diamond AAA hotel and a member of Relais & Chateau in Westerly, RI. Fred
holds an MBA from Jonson & Wales University.
Bob Kuchinski, Kitchen Design
For 30 years as a design director, Bob has received numerous restaurant
industry awards for his innovative and highly adaptable designs. A cum laude
graduate in architecture of Cal Poly Pomona, Bob credits his unique problem
solving skills and abilities to the intense training and many years of practical
application and experience. Bob specializes in designing kitchens with
energy efficient features, which was evidenced in his prototypical design for
LYFE Kitchen which included a heat-recovery dishwasher, which recaptures
steam from the wash or rinse cycle to preheat the incoming water for the next
cycle, and does not require a vent hood, saving build-out costs and creating
utility savings. Bob’s extensive knowledge of ergonomic and efficient design
strategies guided the Synergy team in the development of a prototypical
kitchen for Sonny’s Real Pit Bar-B-Cue, a 127-unit chain. The new kitchen
was more compact and was designed to create a straight line, “front-to-
back” kitchen layout that tightened work-stations and reduced steps needed to work multiple stations,
facilitating a reduced overall footprint for the store by 25% without impacting performance.
Other recent projects include the prototypical kitchen development for Pollo Campero, El Pollo Loco,
Wahoo’s Fish Tacos, California Pizza Kitchen, Marie Callenders, T.G.I. Friday’s, the new La Crepe Kitchen
in Guatemala City and the Player’s Club at the new Indian Wells Tennis Garden.
Mandy DeLucia, Project Coordination
With more than 15 years of diverse international project management
experience, Mandy ensures Synergy projects exceed client expectations
through clear team communication and strategic problem solving. Mandy
initially developed her client services and project coordination skills as
a Valuations Manager at Sotheby’s in London where she managed the
production of detailed documents cataloging the contents of multi-faceted
collections and coordinating contributions from diverse experts. She honed
her project management skills as an editorial manager for Rizzoli Publications
in New York City where she was responsible for coordinating all aspects
of long-term projects requiring detailed documentation, adherence to tight
deadlines, budgetary oversight and international contract negotiations.
Mandy is a graduate of Emory University and earned her Masters through the
State University of New York.
Jeffrey Manno, Operations
Upon graduation from the Cornell University Hotel School, Jeff was immersed
in world-class hospitality onboard the Crystal Symphony cruise ship where
he circumnavigated the globe and pursued his passion for food, beverage
and hospitality. Returning to the US, Manno honed his skills in restaurants
and nightlife with industry leaders The Rio Casino Resort by Harrah’s and Tao
Las Vegas. Manno then joined LA powerhouse SBE where he opened and
operated elite restaurants and bars including celebrity haunts Hyde Lounge,
S-Bar and Foxtail Restaurant & Lounge.
During his tenure, Manno’s venues were recognized in Angeleno, Vanity Fair,
LA Times, Riviera, Pacific, Town & Country and received coveted awards
including Wine Spectator “Award of Excellence”, “Top 100 Nightclubs” by
Nightclub Magazine, and the “DiRoNA” Award. Jeffrey has over 16 years of award-winning restaurant and
nightlife development & operational experience, with particular skill as a startup and turnaround expert.
Tim Green, Culinary Team Pizza Expert
Tim Green has been extensively involved in the Art of Stone Hearth Cooking
specifically related to all aspects of Pizza since 2001. The focus being
different styles of pizza from Traditional Neapolitan to Classic American
Style. His work relates to understanding the dough to the fuel. Cooking
on a stone hearth oven using Wood, Gas, Coal, or a combination of the
fuels and how the fuel affects the pizza.
Tim has worked with hundreds of concepts helping the customer to
better understand their pizza. These concepts vary from QSR, Institutions,
and Corporate Cafeterias, VPN Certified Pizza, Full Service Dining, Casual
Pizzerias to Fine Dining Concepts. Concepts using fuel sources including
Gas, Wood, or Coal. Primary focus with these concepts is Dough
Development, production, and managing of dough. Oven Operations and
understanding oven management and temperature management to bake consistent product. Training
and development of staff to understand all aspects of building a great pizza and learning the art of cooking
pizza perfectly. Specifically with Coal Fired Pizza Tim has worked with more than a dozen concepts
focused on what it takes to operate a Pizzeria / Restaurant using a coal fired oven. The first part of this is
understanding the fuel and managing the fuel with regards to temperatures.
Tim’s experience stems from 25 years in the hospitality industry working in mostly resort hotels around
the country. He is an 81 graduate of Johnson & Wales College, Providence, RI with an Associate Degree
in Hospitality. Always goal orientated putting the customers’ needs for first, following a great work ethic
and enjoying the work you do.
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LYFE Kitchen
• Primary Concept Development
Consultant for New Healthy
Fast Casual Chain
• Prototypical Kitchen Design
• Prototypical Facility and Interior Design
• Menu and Recipe Development
• Operations Systems and Processes
• HR, Supply Chain and
Financial Services
Dickey’s BBQ
• Menu Engineering & Optimization
• Pricing and Bundling Strategies
• Menu Board Development
for Digital Menu
• Strategic Planing for New
Menu Approach
• Competitive Market Menu Assessment
Toppers Pizza
• Menu and Recipe Innovation
and Development
• Commercialized Sauces
for Branded Use
• Menu Engineering
• Promotional Product
Identification and Testing
• TURF Analysis
• Brand Positioning and
Marketing Campaign
Pollo Campero
• Brand Re-Positioning for
Entry to U.S. Market
• New Product Category Identification
• Product R&D for Sandwiches,
Salads, Drinks and Side Dishes
• Menu Engineering
• Marketing Campaign
• Kitchen Optimization and
Prototypical Design
Tai Pak
• Complete Brand Refresh
• New Product Category
Identification and R&D
• Menu Reengineering and Optimization
• Recipe Costing and Documentation
• Marketing Campaign to Support
New Programs Resulting in Double
Digit Comp Sales +2 Years
Mayo Clinic
• Brand Positioning
• Full Concept Development
for New Dining Faciltiy
• Food and Beverage Research
and Product Development
• Consumer Research, TURF Analysis
• Development of all Operations
Systems and Manuals
Selected Projects
Boston Market
• Developed all Marketing Programs
• Extended line of Side Dishes
• Developed Retail Items
• Commercialized Side Dishes
for outside manufacture
• Developed a process for pre-marinating
chicken to increase food safety
and reduce labor costs
• Facilitated food tasting focus
groups to test new products
California Pizza Kitchen
• Menu Category Expansion
• New Menu Concept Development
to Expand Lunch Business
• Product and Recipe Development
• Raw Material Sourcing
• Time Motion Study to Increase
Operational Efficiency Resulting
in $4mm Savings
La Crepe
• Complete Brand Refresh
for 35 year old brand
• Brand Positioning and
Marketing Campaign
• Complete Menu Development
• Kitchen Design
• Operations Manuals Development
• Developed Service Standard for
Flex Casual Service Model
Ciao
• Complete Brand Development for
Italian Fast Casual Concept
• Interior Design
• Kitchen Design
• Menu and Recipe Development,
Costing and Documentation
• Development of all Operations
Systems and Manuals
• HR, Supply Chain and
Financial Services
FireHouse Subs
• New Product Category Development
• Product Research and Developlment
for Sandwiches, Salads
• Catering Prorgram Development
• Operations Assessment
• Labor Reduction Action
Plan Implementation
• New Equipment Development
T.G.I. Fridays
• Brand Assessment and Refinement
• Concept Ideation
• Kitchen Optimization
• Designed energy-efficient open
kitchen and revised interiors
• Menu and Recipe ReEngineering
• Value-Engineering of Menu Offerings
• Labor Efficiency Study
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As a full-service consulting firm, Synergy provides a broad range of hospitality support
services for restaurants, hotels, chains, business & institutions, health-care facilities
and multi-tenant venues. With extensive experience in the coffee and bakery space,
Synergy has provided keen industry insight for many partners, including Caribou Coffee,
Panera Bread, Au Bon Pain and St. Louis Bread Company, among many others.
Synergy retains a unique approach to its consulting services. Synergy’s development
strategy coupled with its culinary capabilities and profit and loss accountability enable the
firm to focus more attention on our clients needs to create actionable solutions. Synergy
provides consulting services including many Fortune 500 businesses and prestigious
companies such as Darden, Brinker International and Nabisco/Kraft Foods.
Synergy began its core values standard in 1988, which only today is beginning to be
emulated in the hospitality industry: a restaurant retail management philosophy based on
innovation and efficiencies. With the company principals intimately involved at every level,
Synergy is 100% hands on and has always stood behind a commitment to exceed our
clients’ operational goals and financial expectations.
Synergy Restaurant Consultants
Overview of Services
A new restaurant startup can be a highly
profitable venture if conceived and managed well.
The most successful restaurants begin with a
collaboration of big ideas, a disciplined approach,
culinary knowledge, management expertise, and
a passion for operational excellence. Synergy’s
proven restaurant start-up process guides you
through a strategy of creativity, best practices,
and time-tested experience to ensure your
successful start.
Concept Development
Managing Partners and Culinary Institute of
America-trained chefs, Dean Small and Danny
Bendas lead the Synergy culinary team. Culinary
development and menu innovation are critical
components of a brand’s competitive advantage,
growth positioning, and long-term financial
health. We carefully develop menu selections
to create distinctive flavors and visual appeal
that are balanced with targeted food cost, profit
contribution, and an eye for consistent execution.
The Synergy team begins by researching site
demographics, evaluating the surrounding
population, scouting competition, and creating
price and value strategies. The second phase
involves the creation of a capital budget,
sales projections, labor costs, profit and loss
statements, and a breakeven analysis. Also
included are cash flow forecasts, working capital
requirements, payback forecasts, general layout
and mechanical estimates, equipment costs,
pre-opening expense budgets, and estimates of
all general costs.
With experience in hundreds of kitchens,
Synergy understands how to design a practical
and cost-efficient restaurant kitchen that
maximizes productivity and minimizes the build-
out and construction costs. Our team will design
a simple yet practical equipment package that
meets specifications and facilitates exceptional
kitchen operations.
Menu Development
Financial Modeling
Facility Design
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Our team of seasoned restaurant marketing
and branding experts is poised to significantly
impact the success of startups, turnarounds,
expansions, and multi-unit rollouts. Whether you
want to develop an entirely new restaurant brand,
increase sales and profitability, or maximize your
marketing opportunities, our proven scientific
methodology will provide recommendations that
result in satisfying your specific brand initiatives.
Marketing and Branding
As a contract management partner, Synergy is
dedicated to improving the financial performance
of our clients. Using proven cost reduction
strategies, Synergy provides a portfolio of
restaurant procurement services. Our supply
chain expertise includes knowledge of furniture,
fixtures and equipment, all raw materials, and
operations supplies. We also offer management
training to support supply chain strategy which
ensures continued cost controls.
Supply Chain
The most successful restaurant is the one with
the best people. Synergy clients have preferred
access to a full range of human capital solutions
including recruitment, new staff on-boarding,
employee relations and retention strategies.
We also specialize in training, creating policy
and compliance systems and reviews, safety
initiatives, staff and management development,
loss prevention, and even offer on-site pre- and
post- opening support.
Human Capital
Synergy has written operations manuals for
more than 200 restaurant chains, developing
documentation that becomes the backbone of
a strong operation. Synergy creates customized
operations manuals for each client, providing
direction and serving as a reference for both
management and staff. Covering topics from
cash handling to meat storage, this reference
volume answers important day-to-day questions
before they arise, sharing industry best practices
and targeted tactics.
Operations Manuals
Synergy’s highly successful, standardized
training programs help develop both FOH and
BOH team members, equipping them with the
knowledge, practice and confidence to provide
an optimal guest experience. Synergy creates
customized training materials for our clients and
has extensive experience with setting up training
“universities” to train management and hourly
staff in preparation for multi-unit opening plans.
Training
Every decision, from menu strategy to steps of
service, is interconnected with other decisions,
like kitchen design and labor planning. Synergy
works with clients to make sure they understand
all of the decisions they are making from the
outset and helps them plan for expansion with
integrated strategies. Synergy is a team of
creative problem solvers who bring real-world
operations experience to the table.
Strategic Planning
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Synergy was engaged by Pollo Campero USA and the parent company in Guatemala
to complete product research and development to introduce a line of sandwiches to
their QSR chain. A marketing campaign developed to support the new products included
menu boards, billboards and direct mailers. In light of the incredible success of the new
product line, Synergy was asked to design a new kitchen to support the expanded menu
items.
Synergy collaborated with the Pollo Campero teams in both countries to create a strategy
for menu board design and to implement that straetgy through an optimized menu design.
Marketing materials and signage were developed to support the revitalized menu and were
met with great success.
Case Study: Pollo Campero
Menu Development & Kitchen Design
cAMpero
TwO-HAndEd
SAndwICHEs™
NEW
REFRESH!
lATIN
DRINKs
WITH
TRADITIONAL
Mango
Guava
Horchata
Hot
Crispy
or
Grilled
Chicken
Hearth-‐Baked
on
a
Rustic
Telera
Roll
3
Flavor-‐Filled
Varieties
to
Choose
From!
Pollo Campero is a passionate place, and your
team brought your passion to the table as well.
Your professional and straightforward comments
were invaluable. With your help and insight,
we were able to streamline our operations,
menu and BOH design in our new prototype,
which will allow us to reach our goals.
The multiple projects were completed flawlessly
and allowed us to increase efficiencies while still
improving our food quality. We look forward to
working with Synergy again if the need arises.
Roberto Denegri, President and COO, Campero USA
Testimonial from Client:
Case Study: La Crepe
Brand Refresh
Synergy was engaged by the parent company for a heritage brand that had fallen out
of favor with the public, but which had great sentimental appeal for a certain segment
of the population in Guatemala. Wanting to return the brand to its former glory, Synergy
was asked to refresh the look, feel, service model and menu for the concept. After a
competitive market tour and a menu development and strategic planning process, the
Synergy design team collaborated with the local architect to develop the facility design.
Synergy turned allocated space into an efficient and strategically organized kitchen capable
of meeting varying sales volumes and accommodating two different service styles. La
Crepe Kitchen is designed to be fast casual during the day and full service at night with a
glassed-in exhibition kitchen designed to create a show for the queue. The Synergy team
completed a menu overhaul to bring the offerings in line with the brand vision, creating
a strategy for new menu categories and performing all product development work. The
revised brand opened its doors February 2015.
12. 22 23
Case Study: Dickey’s BBQ
Menu Board Optimization and Design Strategy
While developing a new prototype facility, Dickey’s Barbeque Restaurants was looking
to address the Dickey’s menu boards from an information architecture and schematic
standpoint. Dickey’s, the nations largest barbeque restaurant brand with about 450
locations, had undertaken a brand refresh approach to their interior building design. As a
part of this new design, 2 horizontal overhead menu panels were to be used, based on a
black chalkboard approach.
Synergy completed a brand immersion process to understand the guest experience and
then led the management team through a competitive market tour to understand market
trends in menu board strategies to give the team a comprehensive basis for devloping the
new strategy. Synergy helped the Dickey’s team determine the best way to bundle their
offerings and to optimize the menu design to drive desired sales.
See the old menu and new menu designs below.
Case Study: LYFE Kitchen
Concept Development & Facility Design
The Synergy team played an active role in developing the concept, menu engineering
and recipe development including nutritional analysis for hundreds of recipes. Synergy
was tasked with the creation of all operating systems which involved innovative tableside
ordering and a GPS delivery system that was a significant deliverable for this project.
Synergy spearheaded the organizational infrastructure, supply chain management, financial
oversight, human resources, culinary and operations training, architecture, interior design
and complete kitchen design including the testing of many innovative cooking platforms. The
Synergy team was asked to develop an interior and kitchen design scheme that featured a
comprehensive commitment to environmental and social sustainability using materials and
equipment that supported the brand’s core values. Synergy supported the opening of the
flagship location with multiple Synergy associates on-site for two weeks both prior to and
after opening to guarantee a successful transition.
LYFE Kitchen was named Hot Concept of the year 2014 by Nations Restaurant News.
When we were first developing LYFE
Kitchen, we knew from experience
that our concept would need a highly
skilled team of consultants that could
help us design our kitchen, fine-tune
a sustainable menu and formulate
a system of service and operations.
We interviewed several firms, but
Synergy’s passion and experience
made it stand out. Synergy brought
its best and brightest to our multi-
disciplinary requirements and helped
create our amazing first restaurant,
which is now a huge success.
Mike Roberts, CEO (Former President
of McDonald’s)
Testimonial from Client:
13. 24 25
Case Study: Tai Pak
Brand Refresh & Leadership Training
When looking to completely refresh their brand, ownership at the Tai Pak chain of
Chinese restaurants in Mexico engaged Synergy to assess their operations and
develop new menu items to engage the millennial market. Synergy created a new menu
category for the brand, called Mexicanese, with fusion items like nachos that utilized
wonton skins instead of chips, and a burrito that featured traditional Chinese flavor profiles.
Synergy created a new logo for the company as well as menu optimization and marketing
campaigns to support the new products, which elevated the brand profile and increased
brand reach. Synergy’s holistic apprpoach to revitalizing the brand resulted in a 20%
increase in transactions and a 15% increase in net income. Synergy has been a valued
consulting partner to Tai Pak, having completed multiple project for the chain, including
menu optimization and management training to improve consistent guest experience
across all units
The work we have done so far with Synergy has been very useful and our sales
have improved with the new menu work. We have really opened our eyes and
mind to figure the long-term future of the company. We appreciate the guidance
that Warren, Danny and Clyde have given us. I think we have a great long-term
relationship with Synergy we will continue to work together in the near future.
Jaime Pun, President and CEO, Tai Pak
Testimonial from Client:
Case Study: California Pizza Kitchen
Operations Assessment & Menu Innovation
The Synergy Team performed a time and motion study for CPK on 350 prep ingredients
and 100 plate recipes. CPK used the comprehensive data supplied in the Synergy
report to determine the labor portion of the fully burdened margin for every menu item.
This allowed the company to then make much better menu pricing decisions as well
as re-engineer recipes for items with good sales but a low margin. The time/motion
information also allowed CPK the ability to assign a prep time for each item on a daily
prep list to better allocate necessary prep hours and hold the employee accountable for
completing that list on time. Synergy was retained again for a BOH Operations Assessment
where the team identified inefficiencies within CPK’s production model. Based on the
recommendations in that study CPK was able to remove 40 to 60 BOH hours per unit per
week from the labor schedules.
California PIzza Kitchen then hired Synergy to help revitalize their brand by developing
creative and on-trend menu offerings. With a focus on improving sales volumes at lunch
time, Synergy developed premium pastas, pizzas, sandwiches, small plates and main
dishes that would enhance the brand profile.
The process included creating inviting menu descriptions, optimized to increase user reach.
The brand was returning to their roots, bringing hand-stretched and store-made dough
back into their operating model. Synergy was asked to think outside the box to develop
on-trend menu items that were in keeping with CPK’s revised culinary direction, and which
would speak to quality while delivering big flavors.
14. 26 27
Case Study: Toppers Pizza
TURF Analysis
Synergy was retained by ownership of the fast-growing franchise pizza chain to refine the
brand’s overall positioning, engineer the existing menu and to develop new innovative
menu items and LTOs that would fit the refined brand positioning.
To perform this task most effectively, Synergy conducted quantitative consumer research to
validate the existing menu and proposed menu concepts. A TURF Analysis was conducted
among current brand users and non-users that were competitive users, to help identify the
ideal menu that contained the smallest number of menu items that reached the maximum
number of potential customers and to explore price elasticity on all menu items. Included in
the TURF were all current menu items as well as the new menu concepts that the Synergy
team developed. The research reults allowed a streamlined menu to be developed, with
three menu categories being removed. entirely. Proposed menu concepts that were well
recieived in the study were developed into working recipes for implementation at the
store level. As a result of the revised menu, sales improved, employee training has been
simplified, speed of service has been improved and most importantly, the brand now offers
a tight menu that embodies the brand positioning, generates buzz and provides improved
profitability.
TURF Analysis Illustration
Menu Innovation
Toppers was looking to develop innovative and creative signature pizza builds and
topped breadsticks to build brand awareness. Synergy began the R&D process
with a review of the client’s operations and an understanding of the brand’s points of
differentiation, which include unusual topping combinations, sauce drizzled on the pizzas
and a dipping sauce included in every order. Synergy created five new pizzas and three
breadsticks for Toppers, including the Three Little PIgs PIzza, Chocolate Bacon Topperstix
and the Tott-Za, a tater tot topped pie with green onions and nacho cheese drizzle, which
has been wildly successful. In addition to the new recipes, Synergy commercialized
the company’s existing sauces, allowing for centralized offsite production and consistent
guest experience as the chain grew. The key to successful menu innovation initiatives
lies in developing new products that embrace the brand identity and expand brand reach,
drawing on trends and translating them to fit brand culture
15. 28 29
Case Study: Ciao
Concept Development and Start Up Services
Synergy was asked to develop a single unit fast-casual Italian concept for an experienced
restaurant operator who was looking to expand his portfolio. Synergy organized and
led a multi-market discovery tour to determine best practices in fast-casual service and to
create an Italian concept that would thrive in the local market. A Concept Book was written
from which a brand identity and business plan were developed.
Synergy was tasked with developing every aspect of the concept, including menu offerings
and recipes, brand identity and voice, interior and kitchen design, and operational and
human resources procedures. With a strong project manager in place, Synergy supported
ownership through each phase of the development process and trained each staff member,
remaining on-site during the grand opening to ensure a successful launch of the concept.
Case Study: Mayo Clinic
Concept Development and Turf Analysis
Synergy was retained by the Mayo Clinic to develop a new concept for their on-site
dining facility. The facility serves patients and visitors at the Jacksonville campus, and
the Mayo team wanted to create an innovative service model with an inviting environment
and a focus on delicious healthy food. Upon completing the inital new brand development
process, Synergy was asked to oversee the design process by architectural firm Perkins
+ Will, to design the kitchen, perform consumer research, develop all menu items for
strict flavor, nutrition, and cost profiles, organize all operations strategies and manuals,
and fully manage the process of bringing the concept to fruition.
The final cafe design includes a grab and go marketplace, made-to-order dishes and
a service model that puts the needs of the patients first, while embodying the mission
and values of the esteemed Mayo Clinic. This ongoing project will produce a new gold
standard for patient dining, with a hospitality strategy designed to create an unparallelled
guest experience for users.
16. 30 31
Case Study: Leisure Sports Inc.
Assessment and Brand Refinement
Synergy was tasked with evaluating the food service component of a high-end members-
only wellness and social club with 7 locations. The club locations offer differing menu
offerings and each facility has varied equipment and capabilities with a range in service
styles from deli counters to full table service. The goal was to develop an overarching
strategy for the food service outlets by creating a brand identity for the cafes within the
clubs that would be in line with their health-conscious yet luxurious club brand.
The Synergy team completed a holistic operations assessment at four locations and
delivered a report identifying opportunities for improvement. Synergy was asked to assist
with implementing the recommendations through a brand refinement process that included
a competitive market discovery tour and brand strategy session that ultimately resulted in a
road map for the new food strategy for all the club cafes. This strategy focused on tailoring
the offerings to the members’ needs and creating points of difference that would drive trial
and improve member satisfaction.
Case Study: Pelican Pub & Brewing
Operations Assessment, Recruitment, Menu Development
The Pelican is an oceanfront microbrewery operating since 1996 serving the vacation
community in Pacific City, Oregon. The Pelican group has an award-winning brewery
that produces 20 varieties of beer, the original pub, and an on-site eatery called the Tap
Room which serve the residents of the vacation properties and hotel guests at the company
owned hotel. Pelican’s resort location created a seasonal nature to the business and led
to staff retention issues, ultimately affecting the restaurants’ ability to execute their menus
consistently.
Pelican ownership sought Synergy to complete an operations assessment of Pelican’s two
dining facilities and help leadership understand how to create standardized systems that
would allow more consistent execution. Upon completion of this assessment, a strategic
planning session addressed issues uncovered during the assessment. A second scope of
work allowed Synergy to redevelop the menu and elevate every offerings to meet guest
expectations for the resort property. Synergy was also asked to recruit an executive chef
and CEO to oversee the operations for all three areas of the business. The new CEO has
helped stabilize operations and establish standard operating procedures to help Pelican
grow its business strategically. The project took five months to complete, from the first day
of the assessment, through the implementation of the recommendations and recruitment.
17. 32 33
Case Study: T.G.I. Fridays
Labor Mapping for Kitchen Design
Synergy was engaged by a national chain in 2011 to to develop a comprehensive plan
to reengineer the kitchens and bars of their concept. The goal being to develop a
compelling new restaurant prototype design that would re-establish the brand’s position
with innovate foods and beverages, an improved guest experience and updated quality
store environment. Part of this strategy was to include new freshness cues and an open-
plan kitchen to support the brand’s high energy experience.
In order to accomplish this task, Synergy completed a time-motion study to evaluate labor
costs for each dish and to optimize staffing levels for the BOH operations. Synergy timed
prep motions and mapped the labor and equipment required for different meal times and
sales volumes reducing labor hours by 500 year over year. Additionally, Synergy tested new
equipment to introduce further labor efficiencies and to improve execution and ticket times.
Synergy designed a kitchen around these efficiencies which was implemented to great
success.
Kitchen Design – Labor Mapping
Super Heavy Volume
15
Case Study: Sonny’s Pit BBQ
Kitchen Design
While developing a location that was considerably smaller than existing Sonny’s units,
4,400 sq. ft. instead of the usual 5,800 sq. ft, it was discovered that the kitchen
was too small to permit the usual Sonny’s cookline configuration. At about the same time,
Sonny’s corporate executives hired Synergy to assess operations and efficiency at select
Sonny’s locations.
From the information gained through the assessment, Synergy was able to design a kitchen
to fit the space. The resulting kitchen featured a compact, straight-line layout with the smaller
of the unit’s three smokers anchoring one end; charbroiler, fryers, rethermalizer, range and
ovens arranged along the back wall; and hot- and cold-holding drawers and wells, slicing
station, soup wells and salad/dessert area along the make-line. To prevent bottlenecks
at the expediting area, the planners specified an extra-wide pass-through window. The
prototype continues to match and even outperform other Sonny’s units, despite being
1,400 sq. ft. smaller.
First month sales and ticket times exceeded expectations. In an article published in the
journal Food Equipment Review about the performance of the new kitchen, Sonny’s
ownership stated: “Production was really efficient. It’s typical for cooks to get backed up
on orders at first, but this opening was quite smooth—ticket times never went past 12
minutes, which was one of our goals.”
18. 34
Let Our Experience Work For You
Simply put, no other restaurant consulting group in the United States has greater
chain and multi-unit experience than Synergy.
Our intellectual capital has been built on extensive experience supporting hundreds of the
largest and most successful restaurant chains in the world. Simplicity is the cornerstone of
a successful restaurant; execution is the secret to great guest experiences. The Synergy
team is passionate about achieving consistently great food and delivering warm hospitality.
We believe that our experience and accomplishments uniquely position us to deliver
outstanding results for you.
Synergy Food Consulting Group, LLC
23 Corporate Plaza, Suite 150
Newport Beach, CA 92660
synergyconsultants.com
