Sing Out, Louise!


For the theater lovers out there – this famous Mama Rose line from Gypsy says it all. Show biz and the restaurant biz — are two of a kind. When restaurants open their doors each day – it truly is like the curtains are going up on a great performance. The cast is made up of the servers and the chefs, the directors are the managers – and the guests are indeed the audience – and the same rules apply. They are spending their time and money to be entertained and expect a memorable experience.

Restaurants have stories to tell –who are they, what do they do. These stories become the scripts and the décor, the menus and the staff are the elements that bring them to life. Hoping and toiling each day that the crowds will roar with enthusiasm and the reviews will be fabulous — restaurants put it out there for the world to see (and taste.)

The décor is indeed the set. Is the mood sexy and sultry with an edge á la Chicago? Or is it the urban alterna-“dive” á la Rent? Service is the choreography. The team moves together in unison to get the job done flawlessly. And then there’s the kitchen, and that is where the Chef and star of the show performs nightly. Passionate, dedicated and eager it to put it out there – hoping for rave reviews.

To drive buzz, repeat business and sell out successes, restaurants must have great scripts, an amazing cast of characters and the time needed to rehearse and polish their presentations. Ultimately, the guests will be asking – is this Masterpiece Theatre or A Comedy of Errors? Of course, they want masterpieces that are dramatic, delightful and diva-lcious.

About The Author

Prior to opening Andrew Freeman & Co., a full service boutique consulting agency specializing in hospitality and restaurants in 2007, Andrew started his career working with several legendary New York venues including The Rainbow Room, The Russian Tea Room and Windows on The World. In addition to running the day to day marketing/public relations activities at these famed New York restaurants, Andrew was also responsible for the creation and management of their special events and catering departments. At all three venues, he also launched and then oversaw successful outside catering businesses. Andrew left New York in 1997 and departed for San Francisco to join Kimpton Hotels and Restaurants. He spent ten years with Kimpton, launching over 40 hotels and restaurants as well as the global brand. For his first five years with the company, Andrew was first Director and then Vice President of Restaurant Sales and Marketing. In this role, he worked with the restaurant team on the creation, launch activities and marketing/public relations programs for the group’s chef driven restaurant concepts and private dining venues. He was then promoted to Vice President of Public Relations and Strategic Partnerships for both the hotel and restaurant divisions. In this role, Andrew was responsible for strategic development and execution of all public and media relations activities. During his tenure Andrew also spearheaded several programs with industry and community partners including Kimpton Cares, a social responsibility program and Kimpton Hotels LGBT travel program which has garnered numerous awards and positioned Kimpton as one of the Top Companies for LGBT employment. Andrew also contributed to the launch of Kimpton’s highly successful Women in Touch program which became the spring-board for their national partnership with Dress for Success, an organization which helps low-income women enter the workforce and excel in their new jobs. Today, Andrew Freeman & Co. is busy consulting hotel clients, Hotel Shattuck Plaza, Kimpton Hotels and Restaurants, The Lodge at Sonoma, The River Terrace Inn, and Bay Area restaurant clients, the Golden Gate Restaurant Association, Barbacco, Carneros Bistro & Wine Bar, étoile at Domaine Chandon, ETO, Fifth Floor, Grand Café and Poggio. Andrew Freeman & Co. is also proud to be an intricate part of SF.Chefs.Food.Wine a food and wine event that celebrates the unique flavor, diversity and bounty of Northern California. The annual event incorporates tasting tents, classes, seminars and an array of activities while supporting local charities such as the San Francisco Food Bank, Meals on Wheels, The Golden Gate Restaurant Association Scholarship Foundation and Project Open Hand. Andrew is honored to have also worked with JW Marriott/Marriott, Larkspur Hotels, Magnolia Bakery, Personality Hotels, the Palm Restaurant Group, and W Hotels. In 2009, Andrew Freeman & Co. launched a New York City office and is proudly serving clients including Pranna, Incentient and David Burke Restaurant Group. Andrew also works with a variety of clients on sales and service training, as well as concept development and operations refinement.

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