consultant supporting business and driving profit

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.


Leverage our teams extensive industry knowledge and experience of over 15 years in two of the most successful restaurant chains in Canada; Cactus Club Restaurants & Keg Restaurants Ltd.  We have worked in and led all employee functions within restaurants and cafes and can support you to bring your passion and dreams to life.  We work shoulder to shoulder with you and/or your managers to build a high-performance team.  Whether opening your first location, or expanding into multiple units – we will partner with you to achieve your goals!  We create sustainable and intentional plans that will optimize your business for long-term success, making you more money and saving you time and effort!


We are coffee masters with over 10 years of experience leading teams of over 200 employees.  With our network and experience working with Starbucks Coffee Canada, the Pinnacle team can elevate your customer connections and coffee quality.  We will partner with y0ur team to improve service standards and increase average customer spend.  We will support you in coaching and leading your team to drive profitability and increase your loyal customer base. By standardizing routines, creating efficient processes and procedures we will be able to save you thousands in lost productivity.  We will implement innovative strategies to increase employee engagement that will in turn improve culture, and decrease turnover.

Consumer Products & Grocery

We will help build your brand and increase your client accounts!  We will build a customer relationship manager tool for your product and introduce you to our network of contacts for grocery stores, cafés and restaurants.  Take your product sales and accounts to a new level with our sales team support!  Our customer-service driven approach will elevate your customer experience to have your clients purchasing more and visiting more frequently.

Retail & Customer Service Businesses - Including Breweries, Distilleries and Tasting rooms

Regardless of what you sell, it all begins and ends with a great customer experience and smart merchandising techniques.  Our team will help you hire and train a high-performance team that has the right knowledge and salesmanship to increase average spend and deliver excellent service.  Whatever your competitive advantage we will help elevate your customers’ experience while driving down waste, and maximizing revenue.

Mystery Shopper Program

The mystery shopper program is a secret and anonymous audit of all of your operations.  We will fully assess all dayparts within your business and create a detailed analysis for you and your team with targeted actions to take to close any gaps.  This secret shopper program reviews your business from the customer perspective.  We will build a detailed and custom template that measures every service detail and expectation in your business.  These detailed audits help you uncover problems and opportunities in your business including theft!  We will also provide a full efficiency report of all standards and procedures and work with your team to improve and grow!

Weekly Virtual Consulting sessions

Call us today to start your virtual consulting with an operations expert!  Have a problem to solve?  Leverage our industry experience and expertise with weekly or monthly coaching sessions.  Our support plans are customizable and catered to your budget and needs.  Call one of our experts today to schedule your free consultation to asses how we can help!

Digital Marketing Support

Looking for support to build your local followers through digital marketing on Facebook and/or Instagram?  Engage with our team of industry experts for support and ask us about our success in this space to support and build your brand!

how can we help you?

Want an audit on your customer experience?  Hire us today for our secret shopper program!

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