Hi, I'm Roelof — chef, consultant, AI automation specialist.
AI that actually works on the floor.
I combine 30 years of hospitality practice with process consulting and automation. First we look at which work eats your time — then we build workflows that run without you.
Free · 23 questions · 12 minutes · afterwards you know where you stand
How can I help you?
- AI & automation“I want AI to take work off my plate.”Reviews, rota, allergens, copy — we find what pays off.That's me
- Operation & kitchen“Everything in the place sticks to me.”Standards, menu, purchasing, food cost, onboarding.That's me
- Planning & opening“I want to open or take over a place.”Check concept, location, lease and investment before you sign.That's me
- Hospitality B2B sales“I sell to restaurants and hotels.”Target customers, outreach, CRM, follow-up without sales tricks.That's me
Four areas. One decision.
Consulting gets weak when everything sounds equally important. First we sort, then comes the next sensible step. Get in touch
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01AI & automation
No magic. Work gone.
First we look at which work costs you time. Then we decide whether AI helps. Often the answer is: not here, but there.
Use AI sensibly -
02Operation & kitchen
When everything sticks to you.
Stations, mise en place, standards, onboarding, menu, purchasing, food cost. If the gap keeps coming back, the kitchen needs structure — not a relief chef.
Sort the kitchen -
03Planning & opening
Before the paint costs more than the plan.
Before you sign: hold concept, location, lease and investment up against reality. Then plan kitchen, flows, team and opening.
Check your opening -
04Hospitality B2B sales
Selling without the sales act.
For suppliers and brands who want to reach restaurants and hotels. Target customers, outreach, CRM, follow-up — conversations that don't smell of a pitch.
Talk sales
Three steps. No workshop theatre.
A plan is only good if it works on a Tuesday night at 7:40 in the business — not on a slide.
Everything on the table.
Rota, kitchen, menu, purchasing, complaints, team, tools. Only once it's visible where the time goes does a next step make sense.
Symptom or cause?
Not every staffing problem is a staff shortage. Not every process needs AI. Work on the symptom and you just stay busy.
Build, automate, embed.
One workflow, one standard, one automation — the thing that has to hold next. Handed over so your team runs it without me.
Symptom or cause?
Most enquiries start with one sentence. The work starts with what's behind it.
Measurable in weeks, not months.
The first step is rarely software — it's counting. You see what changes in the numbers; names stay in the conversation.
- Kitchen food cost
34,8 %→29,1 % - Items on the menu
41→24 - Kitchen overtime / week
63 h→18 h - Complaints / 1,000 guests
11→3
Roelof Hulshof.
Chef, baker, F&B, sales — and now a consultant for AI and automation. Thirty years at the stove, at the pass and on the supplier side. I know where time gets lost in a business, and how to win it back.
Kitchen, pass, restaurant openings, hotel F&B
Supplier side, B2B sales, DACH + Benelux
Certified KI Automation Manager, process automation
Do I need to be technical to use AI?
No. We start with your work, not with the technology. What we build should be usable by your team day to day — often a phone is enough.
What happens in the self-assessment?
23 questions, about 12 minutes, free. Afterwards you know where you really stand — even if the answer is: you don't need me at all.
Do you only work in Cologne?
On site in Cologne and the Rhineland, otherwise remote — in Germany, Austria, Switzerland, the Netherlands and Belgium. In German, Dutch or English.
What happens after the first call?
You get a clear recommendation for the next step. Whether and how we work together is your call after that.
Look first. Then automate.
The self-assessment shows where you really stand. Even if the answer is: you don't need me at all.
- 04Do you know today what your food cost was last week?
- 09What happens on Friday night when you're not there?
- 14How many items on your menu actually sell?
- 21Which task do you do yourself because nobody else does it right?