About

I do not refine menus.
I build commercially coherent
F&B concepts.

I advise hotel executives, investors, and restaurant groups on the strategic development of food and beverage operations, with a focus on positioning, operational structure, and long-term financial performance.

My role is to connect concept, guest experience, organisation, and commercial reality into one integrated direction. The work is practical, measurable, and grounded in hands-on operational leadership.

Confidential enquiries are welcome. Each collaboration begins with a direct and structured conversation about your current situation, ambitions, and commercial objectives.

Advisory approach Strategic, operational, and financially grounded
Typical mandate Positioning, profitability, and concept clarification
Engagement style Discrete, senior-level, and execution oriented
Strategic expertise
01

Concept Development & Positioning

Development of distinct restaurant and hotel concepts with a clear market position, durable brand logic, and stronger long-term relevance.

02

Menu Strategy & Profitability

Menu architecture built around concept identity, sourcing logic, cost control, and contribution margin performance — without compromising operational execution.

03

Operational Review & Margin Analysis

Assessment of kitchen systems, staffing, workflows, food cost, and organisational structure with clear recommendations for improved efficiency and profitability.

04

Hotel F&B Strategy

Integrated development of restaurant, bar, breakfast, lounge, and event offers aligned with the hotel’s wider brand, guest profile, and revenue ambitions.

05

Leadership, Roles & Team Performance

Clarification of responsibilities, reporting structure, and working methods across kitchen and restaurant teams to support stronger execution and accountability.

06

Commercial Food Styling

Food styling for advertising, editorial, publishing, and digital campaigns in collaboration with brands, agencies, and creative teams across Scandinavia.

Approach

A structured advisory process, grounded in real operations.

Every engagement begins with clarity: where the business stands, what the concept should become, and which commercial levers matter most.

1

Situational Analysis

Assessment of the current operation, guest offer, market position, competitive landscape, and team structure.

2

Financial Review

Examination of revenue streams, cost composition, menu economics, labour structure, and overall profitability drivers.

3

Conceptual Direction

Definition of a differentiated strategic direction across positioning, identity, offer design, and guest experience.

4

Implementation Framework

A prioritised action plan with practical milestones, clear responsibilities, and a framework for disciplined execution.

Clients & scope

Who I work with

Hotel executives Hospitality investors Restaurant groups Established operations New ventures Ownership teams

Geographical scope

Based in Grimstad, Norway
Primary market Norway & Scandinavia
Professional background Sweden · Norway · Italy
Commercial work

In addition to strategic advisory work, I collaborate with brands, publishers, and creative teams on food styling for advertising, editorial commissions, publishing, and digital campaigns.

The objective is always the same: to present food with clarity, precision, and commercial relevance, in a way that reflects the quality of the product and the position of the brand.

Available for selected brand partnerships, publishing collaborations, and commercially led creative projects.

Advisory retainers, concept reviews, and selected collaboration enquiries are welcomed on a confidential basis.

Selected publications

Magazine Aperitif
Magazine Appetitt
Magazine Nord
Editorial Culinary platforms