MELBOURNE’S TRUSTED HOSPITALITY BUSINESS COACH
people. presence. profit.
After 30 years in hospitality, including managing $130M+ portfolios and opening 26 venues, I now work exclusively with independent operators. I help you find what’s costing you money, fix what’s holding your team back, and make sure the right people can find you. No corporate jargon. Just straight talk and practical solutions.
IS AI SENDING CUSTOMERS TO YOUR COMPETITORS?
When someone asks ChatGPT, Google or Claude “where should I eat in Richmond?”, does your venue show up? If not, you’re invisible to a growing audience. GEO (Generative Engine Optimisation) is the work that fixes that. I help hospitality venues get found by AI. It’s new, it’s measurable, and most of your competitors aren’t doing it yet.
Operations & Performance
I get into your venue, review how things actually run, and tell you what I find. From cost controls and labour efficiency to systems and compliance — I identify the quick wins and the bigger fixes, then help you implement them.
People & Leadership
Most operational problems are people problems. I work with your leadership team to build accountability, define roles, sort out team dynamics, and create a culture worth showing up for. Practical frameworks that stick.
GEO - AI Search Marketing
The way customers find venues is changing. I help hospitality businesses show up when people ask AI tools like ChatGPT and Google where to eat, drink or stay. It’s new, it’s measurable, and most of your competitors aren’t doing it yet
You Don't Have to Figure It All Out Alone
Running an independent venue is hard enough without trying to solve every problem yourself. I’ve spent 30 years in this industry. I know what works, what doesn’t, and where to look first. Book a no-obligation chat and let’s work out where to start..
WHO I WORK WITH
I work with independent hospitality operators across Victoria — from single-venue owner-operators to multi-site hotel groups. My clients include pubs and hotels, restaurants and cafes, golf and sporting clubs, and craft breweries.
What they have in common: they want honest advice from someone who’s been in the trenches, not a consultant who’s going to hand them a report and walk away.
RECENT RESULTS
INDEPENDENT OPERATORS GROUP
Procurement and supplier management across 21 independent hotels. Delivered over $300,000 in bottom line savings in the first 12 months.
MACEDON VILLAGE HOTEL
Brand positioning, marketing and content strategy and implementation for launch of newly renovated hotel. Finalist in “Best Marketed Hotel” category of AHA (Vic) State Awards for Excellence.
DEEGAN HOTELS
Operations review and workplace culture program across 3 hotels. Modernisation of systems, processes and role accountability frameworks.
BLUE TONGUE ELWOOD
Oversaw successful handover to new ownership. Implemented operational and BOH systems, HR frameworks, brand repositioning, digital asset overhaul, GEO implementation and content strategy.
WHY WORK WITH ME?
people | presence | profit
My approach focuses on three areas that drive hospitality success. People — building teams that work, with clear structures and real accountability. Presence — making sure your venue connects with the right customers, both in person and increasingly through AI search. Profit — spotting margin erosion, improving efficiency, and building sustainable financial performance.
I’ve done my time in corporate hospitality — managing large portfolios, opening venues, leading teams of 500+. Now I choose to work exclusively with independent operators. The pubs, restaurants, clubs and venues that are the lifeblood of this industry.
I start with on-site reviews because that’s where the real insights are — not in a spreadsheet or a Zoom call. I’ve been presenting on AI in hospitality since ChatGPT launched, to audiences including the AHA, RSL Clubs Victoria and Clubs Victoria. No one is more surprised than me that I’m considered an expert in AI. But it’s not about the technology — it’s about making sure your business is visible, efficient, and set up to perform.
Annette Verhoeff | Founder
Get In Touch
LET'S CHAT
Phone
+61 (0) 411 090 469