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

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:
- Targeted headhunting to connect with top candidates directly
- Interviewing & candidate assessments to ensure the right fit
- Background checks & reference verification
- Strategic hiring support tailored to long-term success
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:
- Evaluating hospitality, engagement, and service efficiency
- Theft prevention & operational compliance
- Cleanliness, wait times, and overall execution across all day-parts
- Comprehensive operational efficiency audits