Where hospitality businesses get the critical roles they’re missing
Critical Role Hospitality is the first integrated hospitality operating group to bring sales, marketing, PR, development, construction, real estate, finance, culinary, beverage, IT, HR, and operations under one roof. We eliminate silos and build systems that perform — without forcing owners to hire a whole executive bench in-house or outsource leadership piece by piece. We don’t replace your existing in-house team; we fill the gaps and support where needed.
We’ve spent our careers inside restaurants — opening them, running them, fixing them, and standing on the floor when things get hard. That experience shapes how we work. We focus on what actually holds up during service.
We believe great hospitality is human.
How We’re Built
Critical Role Hospitality isn’t a traditional firm.
It’s a collective
Each member of our team brings deep expertise in their discipline and continues to operate within their own practice.
Together, we form an integrated team that owners, operators, and partners can tap into — without the friction, overhead, or disconnect of a typical agency or consulting model.
No more coordinating five different project managers across five separate firms.
No more chasing your design team to align with your construction developer.
No more marketing agencies operating in isolation from finance.
You don’t hire one person.
You gain teams and businesses that know how to work together.
Meet the Team
Founder + Operations
John Williams
-
John came into the industry on the floor, learning early that culture, clarity, and consistency matter most when the room is full and expectations are high. Over the past two decades, that perspective has carried him across fine dining, boutique concepts, and large multi-unit restaurant and hotel F&B portfolios, helping teams open, grow, and steady businesses in cities including Cleveland, Chicago, Boston, Denver, and Philadelphia.
Through AXOH Hospitality, John has partnered with groups and operators connected to Sage Hospitality, DineAmic, and Fabio Viviani Hospitality, contributing to the development and operation of concepts such as Urban Farmer and VU Rooftop, and working alongside chefs including Dante Bocuzzi. In each case, his role has been rooted in alignment. Making sure ideas translate into systems, teams are set up to succeed, and operations function in real service conditions, not just on paper.
John’s strength lies in bridging vision and execution. He builds relationships and opens doors, but stays close enough to the work to ensure accountability, consistency, and care. He believes strong performance follows when teams are trusted, expectations are clear, and leadership shows up alongside them.
As founder of AXOH Hospitality, John focuses on business development, operations, and long-term performance. He is also an Advanced Sommelier (CMS Level 3), bringing a deep respect for craft, balance, and intention to hospitality experiences.
At his core, John believes the most successful hospitality businesses are built when every role is treated as critical. That belief is the foundation of how he leads, how he partners, and how Critical Role Hospitality exists today.
Sales + Events
Anni McNulty
-
Anni has spent more than 25 years working in hospitality, building relationships and helping restaurants become places people choose for meaningful gatherings. Through McNulty Events, Anni has partnered with a wide range of restaurant groups and hospitality teams, supporting private dining, catering, and events programs for concepts connected to groups such as 4 Star Restaurant Group, Sage Restaurant Group, Fabio Viviani Hospitality, Tavistock Restaurant Collection, Mainstay Hospitality Group, The Palm Restaurant Group, Restaurants America Group, and Pangea Restaurant Group. In each case, her role has been collaborative, working alongside operators and teams to build sales and events strategies that fit the realities of service.
Anni’s superpower is people. She has an uncanny ability to walk into a room and already know who to call, who can help, and how to bring the right people together. She’s the kind of teammate who will pause her own work to help someone else out of the weeds, and if she’s not the right person to solve a problem, she knows exactly who is.
Anni helps hospitality teams clarify their sales approach, streamline execution, and build programs that feel organized, thoughtful, and human. She believes the best sales work doesn’t feel like selling, it feels like good hospitality, supported by strong relationships and clear communication.
Public Relations
Samantha Crafton
Marketing + Creative
Bella Schuster
-
Samantha has spent more than 20 years partnering with hospitality and lifestyle brands to help them tell their stories with clarity, credibility, and intention. Through Samantha Crafton Public Relations (SCPR), Samantha has collaborated with restaurant, hotel, and nightlife teams across major markets including Chicago, Las Vegas, New York, Miami, Dallas, Washington DC, Southern California, and beyond. Her experience includes working alongside groups and concepts connected to Ballyhoo Hospitality, Fabio Viviani Hospitality, Gage Hospitality Group, DMK Restaurants, TAO Group, and destination properties such as JW Marriott, The Venetian Resort, and The Cosmopolitan of Las Vegas.
Her work has helped hospitality brands earn consistent local & regional in their respective markets as well as national visibility in outlets such as Food & Wine, Forbes, Condé Nast Traveller, Eater, The TODAY Show, and Chicago Tribune.
Samantha founded SCPR with a simple belief: PR works best when it feels like a partnership, not a transaction. She is known for her holistic approach: blending media relations, brand positioning, thoughtful storytelling, and operating as a true extension of the teams she supports.
What sets Samantha apart is her ability to translate. She understands how to align founders, operators, and media around a shared narrative, and how to do it in a way that feels honest, human, and grounded in the real experience.
-
Bella has spent more than 10 years working in hospitality marketing, working alongside teams, operators, and owners. Through Sol Marketing Group, Bella has partnered with hospitality groups both internationally and domestically, including teams in Morocco, Peru, Bali, Panama, and across the United States. Her partnerships span multi-unit restaurant groups such as Fabio Viviani Hospitality, family-run restaurants, live entertainment venues like House of Blues and Aragon Ballroom, and fast-casual and QSR concepts including JARS and Chuck Lager.
Working across different countries and operating environments has given Bella a practical understanding of how culture, global trends, and local habits shape hospitality. Those contrasts have formed how she approaches branding and marketing, with an emphasis on observation, adaptation, and respect for place.
Bella brings this experience into brand development, marketing strategy, and creative direction, helping teams clarify who they are, how they show up, and how to build brands guests love. She’s known for connecting brand, guest experience, and business goals in a way that feels aligned rather than performative, pairing a strong creative eye with a practical understanding of scale and long-term sustainability. At her core, Bella believes hospitality brands aren’t manufactured; they’re revealed through curiosity, restraint, and intention.
Beverage + Operations
Jeremy Rubinstein
-
Jeremy came into the industry on the floor, learning early that culture, clarity, and consistency matter most when the room is full and expectations are high. Over the past two decades, that perspective has carried him across fine dining, high-volume entertainment venues, and large multi-unit restaurant and hotel F&B portfolios—helping teams open, grow, and steady businesses throughout the Chicagoland area and beyond.
Through Metric Hospitality, Jeremy partners with groups and operators to turn ambitious visions into disciplined, profitable realities. Most recently, as Corporate Operations Manager and Systems Lead for Fabio Viviani Hospitality, he has overseen operational execution, technology, and reporting across a diverse portfolio, contributing to the development and systemization across many concepts. Whether leading openings for DineAmic Hospitality or Soho House or stabilizing multi-outlet operations at Hotel Arista, his role is rooted in alignment: making sure ideas translate into systems, teams are set up to succeed, and operations function in real service conditions, not just on paper.
Jeremy’s strength lies in bridging vision and execution. He is a hands-on leader who identifies operational leaks quickly—from labor discipline and COGS control to inventory accuracy—and enforces the standards necessary to close them. He builds relationships and opens doors, but stays close enough to the work to ensure accountability, consistency, and care. He believes strong performance follows when teams are trusted, expectations are clear, and leadership shows up alongside them.
As the founder of Metric Hospitality, Jeremy focuses on new venue openings, business development, systems implementation, and long-term performance. With over 25 years of experience and a deep background in beverage programming, most specifically cocktails and whiskey, and technology integration, he brings a respect for craft, balance, and intention to every hospitality experience.
Photography + Creative/Art Direction
Morgan Ione Yeager
-
Working alongside owners, operators, and the other CRH principals, Morgan envisions and executes the full visual ecosystem from concept through post-production. She identifies what is visually working, what is not working, and how to change it. She builds clients an elevated, robust, organized asset library that ensures cohesion across every touchpoint: website, social, PR, investor materials, and future market launches. Sales, marketing, and PR teams feel confident they have the material they need to drive revenue.
Morgan is expert in setting a scene and coaxing out the details that make an image feel alive — the rough texture of a steak's pepper crust, the contrast of red chili oil and green cilantro on a tuna crudo, or the glisten of sauce dripping down the side of a burger. She creates the happy hour sunbeam that twinkles through a cocktail glass, or the soft morning light that invites you to the brunch table.
Her interior photography background means she doesn't just document spaces — she helps shape them. The texture of a napkin, the color temperature of the light, the distance between tables, the way a plant softens a corner. Every sensory detail tells the guest who you are and whether they belong here.
A veteran of the restaurant industry herself, she knows how to communicate with front and back of house teams and understands the flow between them. Morgan has been cooking and throwing dinner parties her entire life - a love of food, wine, spirits, and hosting lives deep in her bones.
Select clients include: Starbucks, SoHo House, Marriott, Hyatt, Banhez Mezcal, Ferrero Rocher, Keebler, La Marca Prosecco, The New York Times, Wine Enthusiast, numerous independent restaurants, multiple published cookbooks.
Marketing
Henry Kaminski Jr.
-
Henry Kaminski Jr. is the founder of Brand To Table, a boutique restaurant marketing and branding agency based in northern New Jersey.
For the last 15 years, Henry has helped restaurants, hospitality groups, chefs, and food brands sharpen their message, strengthen their brand, and turn their marketing into something that actually drives revenue.
His work sits at the intersection of brand strategy, social media, content creation, menu design, email marketing, paid advertising, and four walls marketing. But at the core of everything Henry does is one simple belief:
Great restaurant marketing should not just make you look good. It should help you sell more, serve better, and create a brand people actually remember.
Before launching Brand To Table, Henry built his career in branding, digital marketing, nightlife, and hospitality. He later served as Chief Marketing Officer for a major hospitality group, where he helped lead marketing strategy across multiple restaurant concepts.
Today, through Brand To Table, Henry works with restaurant owners and operators who are tired of random posts, pretty graphics, and marketing that does not move the needle. His agency helps restaurants build clear strategy, stronger content, better guest communication, and smarter campaigns designed to increase awareness, drive foot traffic, improve check average, and create more loyal guests.
Henry is also the host of the Brand To Table podcast, where he shares practical, no fluff marketing advice for restaurant owners, chefs, hospitality leaders, and marketers who want to grow with more intention.
Known for his direct, casual, and honest approach, Henry brings a mix of brand strategy, creative direction, restaurant industry experience, and street level marketing instincts to every client relationship.
At the end of the day, Henry’s mission is simple:
Help restaurants stop guessing with their marketing and start building brands that bring people back to the table.
TRUSTED BY
