When thousands of guests arrive hungry at the same time, foodservice becomes more than a convenience; it becomes a critical operational challenge. From theme parks and stadiums to large retail destinations, operators are asking the same questions: How do we serve more guests in less time? How do we maximize throughput while controlling labor costs? […]
With extensive experience shaping the future of restaurant, grocery, retail, convenience, and amusement/entertainment venue operations, Rob brings a strategic lens to every engagement. As Associate Vice President of Operations Strategy & Design, he leads a high-performing, cross-functional team of industrial engineers, space planners, and food service designers focused on creating transformative customer experiences and operational models. Rob is known for aligning innovation with execution—ensuring every concept is not only visionary but also grounded in operational and financial viability.
A trusted advisor to some of the world’s most recognized brands—including Shake Shack, Nike, Publix, Target, SeaWorld, Darden Restaurants, 7-Eleven, Whole Foods, Tim Hortons, BP, and Aramark—Rob helps guide program development from the earliest stages of strategic alignment through to implementation. His ability to define project parameters, drive process efficiency, and shape holistic service environments positions clients to maximize ROI and scale with confidence. Rob’s leadership ensures that every initiative advances both brand promise and business performance.
The Hidden Engine of Flagships: Why Operations Make the Magic Possible
wayfindFlagship stores are often celebrated for their immersive designs, bold statements of identity, and ability to showcase a brand at its peak. But beneath the sparkle and spectacle lies an operational machine that makes it all possible — from labor planning to inventory flow to technology integration. These destinations succeed because every part of the […]
From the Ground Up (Or Not): How to Prioritize Restaurant Remodels That Actually Pay Off
wayfindIn Part 1, we explored how WD worked with White Castle to build a back-of-house prototype that was fast, efficient, and future-focused. But let's be honest—most brands don't have the luxury of launching all-new stores from a blank slate. The real challenge? Making that same innovation work inside a footprint that already exists. Which begs […]
The Restaurant of the Future Starts Where Customers Never Look
wayfindWhen White Castle set out to evolve its operational model, the goal wasn't just to build something new—it was to build something repeatable. That means creating a prototype for tomorrow and a strategy for every legacy location stuck in yesterday. At the National Restaurant Association Show, our team took the stage to share insights from […]
Staffing Smarter: Operations Solutions to Offset the Labor Crunch
wayfindFor brands across the retail and restaurant landscape, workforce challenges have become the number one operational hurdle. Leaders are navigating a complex mix of labor shortages, escalating wage pressures, skill gaps, and the disruptive impact of technology and automation. In industries where thin margins make or break profitability, these pressures can't be ignored—and solving them […]
Five Key Takeaways from NAFEM 2025
wayfindThe foodservice equipment industry is advancing rapidly with robotics, AI, and automation leading the charge. But at NAFEM 2025 (North American Association of Food Equipment Manufacturers), it became evident that while these futuristic technologies are shaping the future, operators are also searching for innovations that deliver immediate, tangible benefits. Equipment manufacturers are responding with solutions […]
6 Lessons from Running our Way Through New York City
wayfindWe recently traveled to New York City for the NYC Marathon, and couldn’t help but notice how powerhouse running brands use top-notch operations to deliver exceptional customer experiences. These brands are at the forefront of retail innovation and showed us how smart operations–like well-organized inventory, thoughtful store layouts, and a seamless checkout can create shopping […]
From Pasta Marathons to Waffle Endurance
wayfindIn today's digital age, social media isn't just where you scroll to see your friend's latest dog photos—it's practically reshaping entire industries, including the ever-evolving world of casual dining. Viral trends offer restaurants innovative ways to connect with customers, amplify brand presence, and turn fleeting social media moments into tangible business wins. With platforms like […]
The Efficiency Playbook for Foodservice
wayfindThe landscape of foodservice is rapidly evolving. Traditionally known for quick service offerings, modern food service operations (we're talking convenience stores, QSRs, fast casual and even full-service dining) are now embracing more dynamic approaches, including make-to-order food, drive-thrus, and digital ordering. This shift poses unique challenges, requiring a balance of operational efficiency and exceptional customer […]
Optimizing Labor Efficiency in Superstores: A Comprehensive Guide for Retail Success
wayfindSuperstores are constantly challenged to strike a perfect balance between staffing needs and operational efficiency. This is due to fluctuating customer demand, a diverse product range, and complex operations. In addition, high labor costs, regulatory requirements, and the need to integrate technology further complicate labor management. As these giants of commerce evolve to meet customer […]
Harnessing AI for Operational Excellence in Restaurants
wayfindIn today’s competitive restaurant landscape, integrating artificial intelligence (AI) into operations is not just a trend but a necessity. AI can significantly enhance efficiency and streamline processes, provided it’s implemented with careful planning and a strategic approach. Here’s how restaurants can successfully integrate AI and the key investments required for seamless implementation. TL;DR: Strategic Roadmap […]
Future of Foodservice: 5 Key Trends Shaping the Dining Experience
wayfindAt this year’s National Restaurant Association Show, industry leaders and innovators gathered to showcase the latest trends transforming the foodservice landscape. Among the myriad insights presented, five key trends stood out: consumers craving convenience, an eagerness for experiences, an appetite for adventure, a will for wellness, and sincerity towards sustainability These trends reflect the evolving […]
Stepping Up the Food Experience in C-Stores
wayfindGas stations and convenience stores (c-stores) are undergoing a rapid transformation. Gone are the days of merely being a pit stop for fuel and grabbing a quick snack from under a heat lamp or the roller dog grill. Instead, they’re embracing a new identity akin to quick service restaurants (QSRs) and fast casual brands. This […]
Bytes and Bites: Navigating the Digital Revolution in Restaurants
wayfindIn our line of business, things are in a constant state of change. New concepts are continuously coming to light (we’re looking at you, Netflix Houses and CosMc’s), and brands are tirelessly innovating to meet evolving demands. At the heart of this transformation lies the quest to craft extraordinary experiences, with a pivotal focus on […]
The Art and Science of Running… and Ops
wayfindRunning is something you either love or hate. And sometimes, let’s be honest, you love to hate running! For us, running is a big part of who we are. We’ve each been running over 3 decades and make it a point to run in every city we travel to together for work! Admittedly, it’s not […]
Mastering the Online Returns Game
wayfindOnline shopping has revolutionized the way we buy products, offering unparalleled convenience and choice. In just a few clicks you can get nearly anything you want delivered straight to your door. However, with the ease of purchasing comes the inevitability of returns. Just as easily as you added to cart and hit 'place order,' you […]
Is Dual Branding Right for My QSR?
wayfindIn the dynamic world of the restaurant industry, staying ahead of the curve is paramount. From our perspective, dual branded quick service restaurants (QSRs), like the well-loved Auntie Anne’s and Cinnabon combo, are staging a remarkable comeback. In this conversation with Rob Seely, WDs Executive Director of Operations Strategy and Design, we delve into the […]
