Our Team

Tucker W. “Bill” Main
Chairman & CEO

Tucker W. “Bill” Main is a nationally recognized foodservice management consultant, having served over 350 clients throughout the United States and Canada. He has a BS degree in Economics from Oregon State University, where he was a 3-year Pac-8 Conference halfback and draft choice for the legendary Pittsburgh Steelers.

Bill has over 30 years of foodservice experience, starting with the original “fern bar,” the famed Henry Africa’s in San Francisco. He developed and owned three restaurants during his career, most notably, The Shore Bird, a Cape Cod-style seafood restaurant located on the Pacific coast, just south of San Francisco, CA. For nearly 23 years, The Shore Bird was recognized as one of the most successful and profitable restaurants in the United States.

His “best practices” approach to successful foodservice operations has been widely acclaimed as the definitive methodology to both survive and prosper in the ever-competitive foodservice world.

Bill was an active board member of the California Restaurant Association (CRA) for 10 years, and served as Chairman during the 1996-97 term. He is currently a trustee of the CRA Educational Foundation. A member and past director of the Foodservice Consultants Society International (FCSI), he has earned an honorary Ph.D. in Foodservice—with an emphasis in common sense. Main observed that the success of every foodservice operation was based on a myriad of trade secrets—insider knowledge, proprietary shortcuts, and bits of wisdom. His “best practices” approach to successful foodservice operations has been widely acclaimed as the definitive methodology to both survive and prosper in the ever-competitive foodservice world. Bill’s recent area of focus deals with competition head-on by helping clients with brand development and the art of aligning brand promise with brand delivery.

Main is well known to the trade media, contributing author and regular columnist to Nations Restaurant News, Restaurants & Institutions, Flavor & The Menu, Restaurant Hospitality, and many others. He has written three books and authored dozens of published articles over the last 20 years.

Considered to be one of the top foodservice speakers in North America, Bill has developed seminars for restaurant associations in the United States and Canada, Club Managers Association of America, distributors, corporate hotels and multi-unit restaurant clients. As a keynote speaker, his unique perspective has garnered him top reviews internationally. He holds the CSP designation from the National Speakers Association, a certification held by only the top 3% of speakers in America.

Main’s expertise extends beyond the foodservice and hospitality industries. Father of triplets, he has also become an expert on behavior modification!

“A coach is someone who makes you do what you don’t want to do so you can be who you always wanted to be.”

— TOM LANDRY

Contact us today to set up an appointment to discuss how Bill Main's products and services can invigorate your business' bottom line!