consultant supporting business and driving profit

Pinnacle Hospitality Consulting, led by CEO Morgan Ayres with over 25 years of customer service experience, is passionate about helping business owners achieve success through exceptional customer experiences and operational excellence. Our personalized and detailed approach identifies opportunities and creates strategic plans to improve your business now and in the future. We work closely with your entire team to enhance their capabilities and capacities.

As one of the few consulting companies that develop sustainable and strategic action plans for businesses, we assess your revenue, cash flow, expenses, and customer experience. Based on this data, we create a comprehensive strategy to address core issues from the ground up. Working hand-in-hand with your leaders, we execute the plan to elevate your team and improve customer experiences in a profitable and sustainable manner. We also optimize your operations, streamline processes, and establish standards and routines aligned with your industry, brand, mission, values, and competitive advantage.

Our approach involves asking the right questions to uncover the root causes of barriers to success and then developing realistic action plans with attainable results. Rather than simply delivering recommendations in a report, our consultants actively assist with implementation while coaching, training, and supporting you and your leaders. Our solutions are tailored to your unique mix of brands, locations, and requirements, always mindful of your service offerings, culture, and target customers. Changes are made collaboratively with your local leaders to ensure ownership and continued improvement.

We offer flexible options, including hourly packages or project-based arrangements, to meet your specific needs and desired pace of progress. Whether it’s Business Plans, recruitment packages, silent shopper programs, or services for hotels, restaurants, cafes, retail operations, or other service-based businesses, we have you covered.

Our highly skilled consulting team brings extensive experience in delivering customized services for all types of hospitality businesses, as well as highly effective training programs. We specialize in optimizing menu prices, boosting restaurant revenue, and conducting thorough assessments of overall restaurant operations. With expertise in cost reduction for food, beverage, and operational expenses, we are committed to unwavering support for hospitality and retail businesses in Vancouver, helping them unlock their full potential and enhance their financial performance. By employing established business strategies, we excel in revitalizing struggling brands while aligning with your brand’s mission, values, and positioning strategy.


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!