Most Organizations think their service problem is about hospitality...
...but what's really missing are the foundational skills that make great service possible. Jess Rowland works with restaurants, hospitality groups, and customer-facing businesses that are ready to stop settling for "good enough" and start creating experiences that make guests and customers say "wow." With a 26 year track record of turning average teams into exceptional ones, Jess teaches the skills and coaching mindset that turn service into your strongest asset.
His style is fun, direct, and refreshingly free of corporate platitudes—because he knows that vague inspiration doesn't change behavior, specific skills do. Exceptional service isn't magic, it's mastery. And here's the best part: mastery is teachable.
Meet Jess
Jess Rowland is the Co-Founder and Head Trainer at The Restaurant Launch and a hospitality keynote speaker who transforms how organizations think about service.
He spent 26 years as the Regional Trainer for Hillstone Restaurant Group — a billion-dollar company and one of America's most respected restaurant groups. Jess consistently made dramatically more money than his peers: same sections, same guests, same shifts. So he analyzed what he did differently — and The 5 Pillars of Excellent Service was born.
TThrough years on the front lines of elite service, Jess discovered that hospitality is almost never what's lacking — it's service that's missing. And service is a teachable skill. With 25+ film and television credits and 5,000+ servers trained, he took to the stage to reach customer-facing professionals and business leaders everywhere.
Jess delivers practical techniques to elevate service, increase revenue, and build cultures where excellence thrives — blending tactical precision with heart.
If you're looking to transform your service from good to great, Jess is your answer.
Jess's Talks
The Hospitality Myth:
Why Service Matters More Than You Think
We've all heard it: "Service is what we DO, hospitality is what they FEEL." But most well-meaning teams focus on hospitality while missing the foundation — precise, consistent service. In this fun, interactive keynote, Jess reveals how these two elements work as perfect partners. Service is the sundae; hospitality is the cherry on top. In 45 minutes, you'll walk away with practical strategies to create exceptional customer experiences — because in today's world, "good" just isn't good enough anymore.
Learning Objectives:
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Three ways to up-level your service — starting today.
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Why rules don't build culture, and what works better.
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How the 5 Pillars of Elite Service increase revenue and shift your culture from Me to We.
Creating a Coaching Culture:
Building Teams That Lead Themselves
The problem isn't that your team doesn't care — it's that they don't know what they don't know. Most organizations treat coaching like an event: a one-time training, a quarterly review, a corrective conversation. But the best teams are built on daily coaching culture. In this interactive keynote, Jess shows how to shift from manager-driven teams — where everything depends on you — to coach-driven teams, where excellence becomes self-sustaining.
Learning Objectives:
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The 2 key differences between training and coaching — and why only one creates lasting change.
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How to coach in question form so your team actually hears you.
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How to build player-driven teams where excellence doesn't depend on you being in the room.
The 5 Pillars of Elite Service:
The Framework That Turns Average Into Exceptional
Why do some teams consistently deliver "wow" moments while others struggle with the basics? It's not personality, experience, or even hospitality — it's mastery of five foundational skills most organizations never teach. Jess discovered that exceptional service comes down to Speed, Accuracy, Efficiency, Awareness, and Knowledge — the 5 Pillars.
In this high-energy keynote, he breaks down each pillar with real-world examples and techniques your team can use today. Whether you're in restaurants, retail, healthcare, or any customer-facing business, you'll leave with a clear framework for elevating service, increasing revenue, and making excellence the standard — not the exception.
Learning Objectives:
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Why the 5 Pillars of Elite Service outperform personality alone.
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3 teamwork techniques that transform service from transactional to memorable.
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Why technical skills actually make hospitality feel more authentic, not robotic.
Speaking Testimonials
"We selected Jess Rowland as our keynote speaker because we wanted our audience to leave not only inspired and motivated but equipped with practical skills they could immediately apply. Jess delivered on all fronts. He was highly entertaining, seamlessly blending actionable insights with humor, real-world examples, and personal anecdotes that resonated with our diverse group of leaders. We’re incredibly grateful for the impact Jess made, as reflected in the enthusiastic attendee feedback and outstanding ratings."
Adrienne Chance | SVP & Chief Communications Officer, SpartanNash
Coaching
With over 50,000 hours of hands-on training experience, Jess Rowland transforms restaurant and service teams from the inside out. As a 26-year Regional Trainer for Hillstone Restaurant Group, he helped reinvent their legendary service manual and elevate their 47 locations nationwide — coaching over 5,000 servers across establishments ranging from family diners to Michelin-starred restaurants.
As Co-Owner of The Restaurant Launch and star of "Ace of Service" by Marcus Lemonis, Jess brings a dynamic coaching style that blends humor with proven hospitality techniques built around five core pillars: speed, accuracy, efficiency, awareness, and knowledge.
What sets Jess apart is his genuine belief that serving is a billion-dollar profession worth being proud of. He doesn't just train — he coaches people to become leaders, built on the philosophy that extraordinary guest experiences are made up of countless small, intentional moments. And whether he's in the room or on a screen, he knows how to connect with any audience and make learning stick.
Coaching Services
Master Classes
In-Person & Remote Options Available
Jess delivers high-energy, interactive training sessions that distill 30 years of hospitality expertise into an intensive 2-3 hour experience. Whether on-site or virtual, these transformational classes revolutionize your front-of-house service with elevated verbiage, unobtrusive service techniques, and the practical skills your team needs to create "wow moments" that turn first-time guests into regulars.
Shadowing Shifts
In-Person, Hands-On, Real-Time Service Coaching
Experience transformational coaching in action as Jess works directly with your staff during live service. He'll run food alongside your team, observe table interactions, and provide immediate, actionable feedback that staff can implement on the spot. This immersive approach builds confidence, corrects habits in real-time, and creates a culture of excellence through practical, in-the-moment guidance. This option works best after completing the Master Class and Zoom Training sessions.
Zoom Training Sessions
Interactive Virtual Coaching
Bring Jess's expertise directly to your team through engaging Zoom sessions that include role-playing scenarios, menu knowledge deep dives, mock service drills, and real-time Q&A. Perfect for multi-location operations or teams who need flexible scheduling, these virtual trainings combine the convenience of online learning with the interactive energy Jess is known for. Sessions include recordings for staff who miss live calls.
Management Training
Leadership Development for Restaurant Managers
This is what really moves the needle. Elevate your management team's effectiveness with specialized coaching focused on hiring systems, progressive coaching techniques, and building a thriving restaurant culture. Jess teaches managers how to coach in question form, implement structured training programs, and create standards that inspire rather than intimidate. Topics include conflict resolution, team communication strategies, and how to balance respect with authority.
Management Skool
Ongoing Leadership Education & Marketing Support
Keep your management team sharp with continued education that addresses evolving challenges in restaurant leadership, plus marketing support to help you attract and retain top talent. Management Skool provides regular touchpoints, advanced coaching strategies, and a community of restaurant leaders committed to excellence. This ongoing program ensures your managers stay ahead of industry trends and maintain the momentum created during initial training.
Coaching Testimonials
"The Restaurant Launch was exactly what we needed for our restaurant. The training provided not only offered valuable industry knowledge but also delivered actionable ideas we could implement immediately. What stood out the most was how engaging and fun the experience was for our team. We walked away not just with new skills, but also a renewed sense of enthusiasm for our business. Highly recommend it!"
