New Downloadable resources for professional hospitality management Hospitality downloadable resources Browse products
About us

Chef John Guerrero: 30 years in hospitality and culinary consultancy since 2010

Culinary consultant based in Madrid. He managed his own restaurants before advising those of others. Over 120 projects in Spain, LATAM and Asia.

Request diagnosis →
Chef John Guerrero — Restaurant Consultant Madrid
Founder

The Person Behind ChefBusiness

Chef John Guerrero — Founder of ChefBusiness
IMG · CHEF JOHN GUERRERO
Professional portrait
"70% of restaurants don't make it past 5 years. Not because they cook badly, but because nobody taught them how to run a business."

Chef John Guerrero (b. 1979) has 30 years of experience in hospitality and has been a culinary consultant since 2010. The two figures are not cumulative: he has practised consultancy in parallel with his kitchen career, not after it.

He started as a kitchen assistant at the age of 17. He worked as a cook, chef de partie and chef, eventually becoming chef-owner of restaurants and hospitality businesses. Before advising on others' numbers, he managed his own: purchasing, recipe costing, margins, staff and daily takings. He is not a desk-bound consultant.

In 2005 he founded Cocineros.info, a portal for kitchen professionals, which he sold in 2010 to the Sosa Ingredients group. That same year he began his career as a consultant, applying to third-party projects the same business logic he had used to run his own kitchens. Since then, he has advised over 120 projects in Spain, LATAM and Asia, including projects with Michelin Stars and Repsol Suns.

From May 2018 to May 2022, he took on the outsourced culinary direction of Venture Restaurants Group in Tenerife, a group of 16-17 restaurants. Without exclusivity: he maintained his own client portfolio throughout the period. That stage gave him the credentials to standardise processes, menu engineering and cost control on a multi-site scale. In May 2022 he returned to Madrid, from where he continues to operate.

-- Chef John Guerrero

Milestones

Verifiable track record

Global reach

Based in Madrid, Clients on 4 Continents

Our in-person focus is Madrid, but our expertise knows no borders. Through online consulting, mentoring for owners and chefs, and end-to-end opening projects, we work with clients in these cities:

Spain
Madrid · Barcelona · Tenerife · Gran Canaria · Lanzarote
Europe
Lisbon
Latin America
Mexico City · Monterrey · Bogota · Santiago de Chile
USA & Middle East
Miami · Jacksonville · Abu Dhabi
Philosophy

Our Philosophy

A restaurant is measured with data, not with opinions. The method starts from one premise: anything that can be measured can be improved. Before the first diagnosis, we set concrete indicators for profitability, food cost, labour ratios and menu performance. During the engagement we track them closely. Afterwards we document the deviations and adjust. Without data there is no consultancy: there is only conversation.

Measurement doesn't start with consultancy. It starts in the kitchen. Having managed his own restaurants —purchasing, recipe costing, supplier negotiation, daily cash-ups— gives him an advantage that a desk-bound consultant lacks: knowing that an impeccable margin on paper crumbles during a Saturday service if you don't control waste on the pass. Real kitchen experience changes the outcome of the advice because the diagnosis isn't made on a spreadsheet, but on what happens at the station, the grill and in the dining room.

Every project starts with a diagnosis that sets a baseline. From there we build a roadmap with deadlines, named owners and metrics. Whatever is not assigned to a specific owner never gets done. Whatever is not measured fades away. This is the philosophy behind the more than 120 projects advised since 2010.

Ecosystem

The ChefBusiness Team

ChefBusiness is not just consulting. It is an ecosystem of tools and services designed to professionalize the hospitality industry:

Every tool is born from real needs detected in our daily work with restaurants. Technology at the service of profitability.

Services

Our Services

First time with ChefBusiness? Everything starts with the Gastronomic Diagnosis Learn more →
01
Full Consulting
Complete audit, cost control, KPIs, and continuous improvement plan for operating restaurants.
From €2,500/month
View service
 02
Concept & Opening
Concept development, viability, menú, business plan, and support through opening.
From €3,500 per project
View service
 03
Gastronomic Mentoring
Personalized mentoring for owners and chefs. In-person and video sessions.
From €450/month
View service
 04
Digital Transformation
AI, local SEO, digital marketing, and automation for restaurants seeking more visibility.
From €1,200/month
View service
 05
International Investors
End-to-end support for foreign entrepreneurs: visas, licenses, concept, and opening in Madrid.
Diagnosis from €1,650
View service
FAQ

About John Guerrero

How many years of experience does John Guerrero have?
He has 30 years of experience in hospitality since he started as a kitchen assistant at the age of 17. His work as a culinary consultant, which he has been doing since 2010, is a parallel path: they do not add up, they overlap. Adding both periods together would produce a figure that does not exist, because they describe the same years lived at once.
Is John Guerrero a chef or a consultant?
He is both. His career took him from kitchen assistant to cook, chef de partie, chef and chef-owner of restaurants, and in parallel he has been a culinary consultant since 2010. This dual role allows him to understand the kitchen and the numbers with the same depth, which is where profitability is decided.
Has John Guerrero had his own restaurants?
Yes. He was chef-owner of restaurants and hospitality businesses, and he managed his own accounts before advising anyone else's: purchasing, recipe costing, margins, staff and daily takings. He is not a desk-bound consultant. That hands-on experience is what he applies to every project since 2010.
Since when has John Guerrero been dedicated to culinary consultancy?
Since 2010. That same year he sold the Cocineros.info portal to the Sosa Ingredients group and started his career as a consultant, a path he has not interrupted since. He has advised over 120 projects in Spain, LATAM and Asia, including projects with Michelin Stars and Repsol Suns.
What was Cocineros.info?
A digital portal for kitchen professionals that John Guerrero founded in 2005 and sold in 2010 to the Sosa Ingredients group. The sale coincides with the start of his consultancy career: the same year he closed that project, he began advising third parties professionally.
What did John Guerrero do at Venture Restaurants Group?
Between May 2018 and May 2022, he directed the culinary side of Venture Restaurants Group in Tenerife, a group of 16-17 restaurants. The assignment began as consultancy and evolved into an outsourced culinary direction of the entire group, without giving up his own client portfolio.
What is outsourced culinary direction?
A model in which an external professional takes on the culinary direction of a restaurant or a group without becoming an employee. John Guerrero carried it out at Venture Restaurants Group between 2018 and 2022 across 16-17 sites, maintaining his independent consultancy in parallel. It gives the client a stable figure without the cost or rigidity of a salaried executive.
Where is John Guerrero based and since when?
In Madrid, the city he returned to in May 2022 after four years in Tenerife leading the Venture Restaurants group. Born in 1979, from Madrid he now coordinates projects in Spain, LATAM and Asia, travelling to the restaurant when the intervention requires it.

Shall We Talk About Your Restaurant?

The first step is a conversation. Tell us about your situation and we will guide you with no obligation.

Request Diagnosis · From 1,250 EUR →

No commitment. Confidentiality guaranteed.

Part of

ChefBusiness Group

Digital solutions for the hospitality industry

AI Chef Pro
AI for Chefs and hospitality professionals
Miselup
Recipe costing, food cost and hospitality management with AI
GastroLocal
More customers with Google Maps
GastroSEO
SEO for restaurants
ChefBusiness
Restaurant consulting
This site
Hosply.pro
Connecting suppliers with hospitality
Timlup.pro
Recurring task management for hospitality and retail
MVP
SPONSOR Powered by GastroLocal.pro · Google Business Profile management · HyperLocal SEO for Restaurants & Hospitality · Available worldwide
Need consulting or advisory for your idea or business? Write to us! Chef John Guerrero