Our Approach

The Methodology behind our Excellence

Pinnacle Hospitality Consulting, a renowned consultancy in operation for nearly five years, has successfully guided over 30 retail and hospitality businesses to prosperity. Under the leadership of CEO Morgan Ayres, boasting over 25 years of customer service expertise, we are dedicated to empowering business owners to achieve excellence through exceptional customer experiences and operational proficiency. Our tailored, meticulous approach involves identifying opportunities and crafting strategic plans to enhance your business both now and in the long term. We collaborate closely with your entire team to bolster their capabilities and efficiencies.

As a leading consultancy, we are committed to developing sustainable, strategic action plans that address fundamental business aspects such as revenue, cash flow, expenses, and customer experience. By analyzing this data, we formulate a comprehensive strategy to tackle core issues comprehensively. Working hand-in-hand with your leadership, we implement these plans to elevate your team and enhance customer experiences in a profitable and sustainable manner. Additionally, we optimize your operations, streamline processes, and establish standards and routines that align with your industry, brand, mission, values, and competitive edge.

Our methodology focuses on uncovering the root causes of barriers to success through targeted questioning and then developing practical action plans with achievable outcomes. Unlike other consulting firms, we actively support implementation by providing coaching, training, and ongoing assistance to you and your leadership team. Our solutions are custom-tailored to suit your unique mix of brands, locations, and requirements, always mindful of your service offerings, culture, and target clientele. Changes are implemented collaboratively with your local leaders to ensure ownership and sustained improvement.

Industries We Serve

We partner with a wide range of hospitality, retail, and service-based businesses across Canada. Our hands-on approach ensures every solution is tailored to your operations, team, and customer experience.

Cafés & Coffee/Tea Shops

We are expert coffee and tea connoisseurs! With over five years of success supporting 20+ local cafés, we’ve helped businesses thrive and expand. Our CEO, Morgan Ayres, brings over a decade of proven expertise as a District Manager at Starbucks, the world’s largest coffee chain. Leveraging our deep knowledge, vast network, and experience, we craft innovative strategies to empower local cafés—whether starting, scaling, or seeking stability.

Restaurants & Bars

We LOVE the food and beverage industry! With over 16 years of experience at Vancouver’s top restaurant chains—The Keg Steakhouse & Bar and Cactus Club—we bring passion for guest service, food, and wine to your business. Our high standards and expertise, combined with extensive retail operations knowledge, will support your team, develop their leadership capabilities, and inspire them to maximize profits and drive results.

Retail & Grocery Stores

We are guest service experts! With over 25 years of experience in service and retail, we’ll support and elevate your brand and team. We’ll conduct a full vendor audit, recommending suppliers and pricing. Specializing in operational excellence, we’ll create a strategic plan to grow sales, revenue, and profits. Using proven merchandising and selling techniques, we’ll boost revenue and deliver a world-class experience for your guests.

Breweries & Wineries

We are passionate about craft beer and BC wine! As Level 2 certified sommeliers, we create irresistible menus and features to grow your sales and revenue. Our team builds knowledgeable sales professionals, develops training programs, and optimizes menus, happy hours, and features with a year-long strategy. With over 20 years of expertise managing LWB programs at Vancouver’s top restaurants—The Keg Steakhouse & Bar and Cactus Club—we’re here to elevate your business.

Our Services

We offer tailored recruitment & operational audit services to help you build strong teams.

Headhunting & Recruitment Services

We specialize in headhunting and recruitment for any industry, using proven, innovative strategies to find top talent that fits your business needs. Our expertise lies in building high-performance teams, reducing turnover, and improving company culture. We provide full-cycle recruitment support, including:

We partner with your team every step of the way and offer recruitment services across North America.

Mystery Shopper & Operational Audit Programs

We help businesses achieve Operational Excellence through our mystery shopper programs and in-depth operational audits. With over 15 years of experience auditing some of BC’s top restaurants, we have completed more than 250 successful mystery shops. Our audits cover:

Each audit includes a detailed 100+ point checklist, followed by an in-depth review with your team to identify gaps, problem-solve, and create an action plan for improvement.

Ready to Elevate Your Business?

Partner with Pinnacle Hospitality Consulting & Recruiting Agency to strengthen your team, improve operations, and deliver unforgettable guest experiences. Whether you’re opening your first location, scaling to multiple sites, or facing operational challenges, we’ll work side by side with you to create real, measurable results.