Francisco González Castro
Summary
Dynamic and results-driven business and sales leader with over 10+ years of experience in driving revenue growth, scaling operations, and expanding market share across the U.S., Mexico, and Latin America. Proven success in navigating emerging markets, franchise development, and managing high-profile hospitality operations. Expertise includes financial planning, strategic sales initiatives, and large-scale project management. Skilled in leading cross-functional teams, implementing data-driven solutions, and forging strategic partnerships with global brands to achieve organizational goals.
Overview
2026
2026
years of professional experience
1
1
Certification
Work History
Owner & Director of Business Development
Wayback Burgers
01.2021 - Current
- Launched and scaled a high-volume franchise, increasing annual revenue by 76% through market development, competitive analysis, and sales optimization.
- Designed and executed a multi-channel marketing strategy — influencer partnerships, Chamber of Commerce sponsorships, and local media — boosting customer traffic by 53% in year one and adding 10% more through targeted influencer campaigns.
- Negotiated partnerships with Dell, Audi of Austin, Comic-Con, and local organizations, catering events of up to 700 attendees and raising funds for the Boys & Girls Club.
- Implemented POS analytics via NCR Portal and Aloha Cloud for real-time P&L, KPI tracking, and data-driven decision-making.
- Integrated POS inventory management with recipe-level costing and SKU tagging, reducing waste, optimizing margins, and lowering costs by 5%.
- Built and led a 15+ person team with structured training programs, improving productivity by 92% and increasing retention.
- Managed payroll, staffing, and budgets while achieving 44% YoY sales growth.
Founder & CEO
Francisco Gonzalez Group Inc.
01.2020 - Current
- Oversee a portfolio of ventures, including Bass & Co and Fork Hospitality Consulting LLC, delivering catering, consulting, and operational management services for corporate clients, luxury events, and large-scale productions.
- Lead catering and logistics for Netflix productions in Mexico, managing on-location food service for 50+ cast and crew in urban and remote locations.
- Designed strict food safety protocols for filming environments, conducting audits and ensuring compliance with local regulations and international standards.
- Directed all catering logistics, including mobile kitchen builds, space optimization, and schedule integration with filming timelines.
- Built production-specific budget forecasts, negotiated vendor contracts, and optimized resource allocation to control costs while maintaining service quality.
- Leadership & Team Management: Directed cross-functional teams of 50+, overseeing procurement, production schedules, and service delivery for consistent, high-quality results.
- Strategic Partnerships: Built strong relationships with producers and stakeholders, ensuring repeat contracts and long-term collaboration.
Food & Beverage Director
Hotel Esencia
01.2018 - 01.2021
- Managed multi-outlet F&B operations with P&L accountability, forecasting, and cost optimization.
- Led a POS upgrade with integrated analytics, improving revenue tracking and operational efficiency.
- Reduced waste by 18% via SKU tagging, recipe costing, and loss tracking.
- Increased sales of high-margin items through data-driven menu engineering and targeted promotions.
- Negotiated with wineries and created profitability-linked incentive programs, boosting wine revenue.
- Designed and delivered sales training programs to improve upselling and product knowledge.
- Contributed to securing a Forbes 4-Star Rating through operational excellence and guest experience improvements.
Executive Chef
Hacienda Xcanatún
2018 - 2018
- Directed menu development, procurement, and cost control during a corporate transition.
- Improved food cost efficiency by 10% through vendor negotiations and waste reduction.
- Created experiential dining programs with live cooking, agave tastings, and cultural storytelling, increasing engagement and revenue.
- Trained staff in service excellence, cultural storytelling, and upselling techniques.
Owner & Director of Business Operations
La Gambeta
01.2015 - 01.2018
- Founded and grew a profitable seafood restaurant concept, from market research to daily operations.
- Conducted consumer and regional research to create an authentic menu based on Pacific Coast cuisine.
- Directed branding, interior design, drink programs, and menu engineering to maximize profitability.
- Negotiated real estate leases, managed compliance, and protected IP rights.
- Partnered with PR agencies to secure magazine features, influencer dinners, and winery events.
- Achieved a 93% market share increase through targeted marketing and customer segmentation.
Professor of Business Administration & Financial Management
Universidad Iberoamericana
01.2013 - 01.2015
Assistant F&B Manager
JW Marriott
01.2013 - 01.2014
Chef De Partie
The Ritz-Carlton
01.2012 - 2013
Education
AOS - Culinary Arts & Wine Studies
The Culinary Institute of America
Hyde Park, NYBBA - Business Administration & Management, General
Universidad Iberoamericana
Mexico City, MexicoSkills
- Sales Leadership & Emerging Markets Expansion
- Strategic Planning & Business Acumen
- Sales Funnel & Pipeline Management
- P&L Optimization & Financial Deliverables
- Negotiation & Contract Management
- Cross-Cultural Communication & Global Partnerships
- Training Development & Team Leadership
Core Business Skills
- Microsoft 365 Suite (Excel – pivot tables & advanced formulas, PowerPoint, Word, Outlook)
- Google Workspace (Sheets, Docs, Slides, Drive)
- POS Systems: Toast POS, NCR Silver, Aloha Cloud
- Data Analytics: Tableau
- CRM Platforms: Salesforce
- Marketing Tools: Meta Ads Manager, Google Ads
- Financial Tools: QuickBooks Online, POS-integrated P&L tracking systems
Technical & Software Skills
Certification
- ServSafe Manager & ServSafe Certified
- Emotional Intelligence for Effective Leadership – Universidad Anáhuac Mayab
- PADI Scuba Certification
- CPR – American Red Cross
- Diploma in Hotel Administration & Tourism – Universitat de Les Illes Balears
Languages
English
Native or Bilingual
Spanish
Native or Bilingual
Italian
Professional Working
Timeline
Owner & Director of Business Development
Wayback Burgers
01.2021 - Current
Founder & CEO
Francisco Gonzalez Group Inc.
01.2020 - Current
Food & Beverage Director
Hotel Esencia
01.2018 - 01.2021
Owner & Director of Business Operations
La Gambeta
01.2015 - 01.2018
Professor of Business Administration & Financial Management
Universidad Iberoamericana
01.2013 - 01.2015
Assistant F&B Manager
JW Marriott
01.2013 - 01.2014
Chef De Partie
The Ritz-Carlton
01.2012 - 2013
Executive Chef
Hacienda Xcanatún
2018 - 2018
AOS - Culinary Arts & Wine Studies
The Culinary Institute of America
BBA - Business Administration & Management, General
Universidad Iberoamericana
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