My Mission
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 any customer-facing business that's ready to stop settling for "good enough" and start creating experiences that make guests and customers say "wow." With 26 years on the front lines of elite service and a 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. During that time, 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. Through years on the front lines of elite service, he discovered that hospitality is almost never what's lacking—it's SERVICE that's missing. And service is a teachable skill. Combined with his experience training over 5,000 servers and unique background as an actor with 25+ film and television credits, he took to the stage to reach customer-facing professionals and business leaders everywhere. Today, his talks teach leaders that employees can be inspired to care when coaching becomes a culture, not just an event. Jess delivers practical, game-changing techniques to elevate service, increase revenue, and build cultures where excellence thrives—blending tactical precision with authentic: "ninja-level service 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 the saying, “Service is what we DO, and hospitality is what they FEEL.” Most well-meaning teams focus on hospitality without realizing they're missing the foundation—solid, precise service. This fun and interactive keynote reveals how these two elements work as perfect partners. In 45 minutes, Jess shares his 30 years of experience building cultures where precise service makes hospitality feel more authentic, not less. Service is the sundae; hospitality is the cherry on top. Whether you're running the show or working on the front lines, you'll leave with practical strategies to create exceptional customer experiences—because in today's world, "good" customer service…isn't good enough anymore.
Learning Objectives:
-
Learn three ways to up-level your service and how you can start right now.
-
Understand why rules don’t build culture and why the alternative is actually easier.
-
How applying the 5 pillars of Elite Service will 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 a culture where coaching happens every single day. 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). Learn the exact techniques that transform managers into coaches, servers into leaders, and average teams into revenue-generating machines.
Learning Objectives:
-
Discover the 2 main differences between training and coaching—and why only one creates lasting change.
-
Learn how to coach in question form so your team hears you instead of tuning you out.
-
Understand how to create "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 to get the basics right? The answer isn't personality, experience, or even hospitality—it's mastery of five foundational skills that most organizations never teach. After 26 years on the front lines training over 5,000 people, Jess discovered that exceptional service comes down to Speed, Accuracy, Efficiency, Awareness, and Knowledge—the 5 Pillars. In this high-energy, interactive keynote, Jess breaks down each pillar with real-world examples and provides actionable 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 creating a culture where excellence is the standard, not the exception.
Learning Objectives:
-
Master the 5 Pillars of Elite Service - and why personality alone isn't enough.
-
Learn 3 teamwork techniques that transform service from transactional to memorable.
-
Discover 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, Jess helped reinvent their legendary service manual and elevate their 47 locations nationwide. His expertise goes beyond theory—he's spent nearly three decades in the trenches, coaching over 5,000 servers and front-of-house professionals from family diners to Michelin-starred establishments. As Co-Owner of The Restaurant Launch and star of "Ace of Service" by Marcus Lemonis, Jess brings a dynamic, interactive coaching style that blends humor with proven hospitality techniques. His approach focuses on five core pillars: speed, accuracy, efficiency, awareness, and knowledge. But what sets Jess apart is his genuine belief that serving is a billion-dollar profession worth being proud of. Known for his succinct, direct coaching style and incredible sense of humor, Jess doesn't just train—he coaches people to become leaders. His philosophy is simple: extraordinary guest experiences are built on countless small, intentional moments. Whether delivering a Master Class, leading Zoom sessions, or shadowing shifts in real-time, Jess creates lasting transformation in restaurant culture. With a background that includes 25+ film and television credits, he knows how to connect authentically 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!"
