Hospitality isn’t
dying. Old training is.

Hidden costs. Missed opportunities. All caused by outdated training.

Thirty Percent Protocol

Solves this by focusing on three key areas proven to transform your business and deliver results.

Stupid easy. Seriously.

  • Step 1: Assess

    We begin with a full diagnostic of your operation, clarifying what’s working, what’s stalling growth, and where the biggest opportunities are hiding.

  • Step 2: Design

    Using the Preston Lee System, we turn your assessment into a custom-built solution engineered for your operation, not a one-size-fits-all playbook.

  • Step 3: Transform

    Put your plan into action and watch performance shift fast. If you don’t see measurable results in 90 days, guaranteed.

Featured in Forbes

Thirty Percent, founded by Preston Lee, was featured in Forbes for redefining how modern hospitality businesses perform. The article spotlights the Thirty Percent framework as a performance driven system built to unlock margin, elevate culture, and create measurable operational clarity. Designed for operators who want precision over guesswork, Thirty Percent is shaping the next era of high performing service brands.

Don’t listen to us

(For real, don’t, listen to them)

volume--mute--filled volume--up--filled ionicons-v5-c
Tyler Florence, chef and television host
volume--mute--filled volume--up--filled ionicons-v5-c
Prue Freeman, founder of Daisy | Green
volume--mute--filled volume--up--filled ionicons-v5-c
Eric Adjepong, author of Ghanaian heritage
 

$300 Million +

That number isn’t luck. It’s the result of operators applying our systems. Built for scale, consistency, and culture.

Grow Yours

Home to the world’s leading names in hospitality

Where scale meets craft, and trust is built at every touchpoint

Prince St [img] Pizza  
Daisy Green [img] Collection  
Osaka [img] Cocina Nikkei  
Meow [img] Wolf  
Sala [img] Group  
Bosscat Kitchen & Libations [img] Daily Dose Hospitality  
For The [img] Win  
The Drake [img] Hotel  
Ponte [img] Modern American  
Olivia [img]  
Admirals [img] Cove  

Prince St [img] Pizza

Prince St Pizza

The training has helped us scale and take things to the next level to prepare us to go from 20 to 50 locations. We are getting our younger staff to actually connect with guests instead of just waiting for a comand. It’s been pretty eye opening on what impact properly trained managers can have on the team overall.

Fastest-growing pizza chain in the United StatesJames Beard Award Finalist (2025)

Prince St. Pizza was named a finalist for the prestigious 2025 James Beard Foundation Award, a major honor in the culinary world. This recognition places it among the top pizzerias in the nation, highlighting its quality, consistency, and influence in the pizza industry.

California, New York, Chicago, Canada

Prince St Pizza

Daisy Green [img] Collection

Daisy Green Collection

Named #52 in the Virgin Sunday Times Fast Track 100, with over 18 locations.

  • Recognized as the UK’s fastest-growing and most profitable businesses
  • Awarded World’s Number 1 Brunch Spot by Tripadvisor
  • Won Love London Time Out Awards ten times
  • LIV Hospitality Design Award (2021) for Best Cocktail Bar Interior
  • The Sunday Times’ Top Hundred 2025 fastest-growing private companies in the UK
United Kingdom

Daisy Green Collection

Osaka [img] Cocina Nikkei

Osaka Cocina Nikkei

An award-winning global Nikkei brand recognized for upscale design, signature dishes, and international expansion.

  • Forbes – Featured as a leading global Nikkei brand expanding internationally
  • Time Out Miami – Praised for design, signature dishes, and cocktails
  • The Whet Palette Awards – Top Miami Restaurants list (2021, 2022, 2023)
  • Featured on “50 Best Discovery” in multiple cities
  • Frequent mentions in local and regional “Best Restaurants” lists
  • Consistently high Yelp and TripAdvisor ratings for food, service, and ambiance
Miami, Florida, Multiple international cities (global Nikkei expansion)

Osaka Cocina Nikkei

Meow [img] Wolf

Meow Wolf

Named one of Fast Company’s World’s Most Innovative Companies (2020, 2022, 2024), with award-winning immersive experiences across Santa Fe, Las Vegas, and Denver.

  • Thea Award – Outstanding Achievement for House of Eternal ReturnAV Experience Award – Best Immersive Experience for Omega Mart
  • IAAPA Honors – Grapevine: Top Location-Based Experience
  • IAAPA Honors – Houston: Best Food & Beverage Experience
  • Recognized by TIME Magazine, USA Today 10Best, Forbes & Condé Nast as a must-see cultural attraction
  • Ranked the #1 Immersive Experience in the U.S. by Time Out
  • Multiple TripAdvisor Travelers’ Choice awards across Santa Fe, Las Vegas, and Denver
  • Best of Las Vegas – Omega Mart: Best Immersive Experience
  • Westword Best of Denver – Convergence Station: Best Immersive Experience
  • New Mexico Top HAT Awards – Tourism Professional of the Year
  • New Mexico Top HAT Awards – Best New Experience for Taos Vortex Festival
Santa Fe, New Mexico, Las Vegas, Nevada, Denver, Colorado, Grapevine, Texas

Meow Wolf

Sala [img] Group

Sala Group

One of Spain’s most talked-about hospitality groups, known for high-energy beach clubs, elevated dining, and celebrity-driven nightlife.

  • La Sala Puerto Banús dubbed “the most sought-after table in town” and “Marbella’s most successful restaurant”
  • TripAdvisor Certificate of Excellence – La Sala by the Sea
  • Marbella Awards – La Sala by the Sea shortlisted for Best Chiringuito (Beach Club)
  • Featured in luxury travel guides as a top venue for live music, nightlife, and dining
Marbella, Spain

Sala Group

Bosscat Kitchen & Libations [img] Daily Dose Hospitality

Bosscat Kitchen & Libations Daily Dose Hospitality

Nationally recognized for design-forward restaurant concepts and award-winning bar culture across multiple U.S. markets.

  • Won Restaurant & Bar Winner title at the SBID International Design Awards
  • Won Interior Space & Exhibition Design at the A’ Design Awards
  • Additional A’ Design Award win for their Houston location
  • Earned “Most Festive Bartenders” at the 11th Annual Margarita Taste-Off Awards
California, Texas, Arizona

Bosscat Kitchen & Libations Daily Dose Hospitality

For The [img] Win

For The Win

One of Los Angeles’ most celebrated smashburger brands, consistently ranked among the city’s best.

  • #1 Smashburger in L.A. — The Infatuation’s “LA Smashburger Power Rankings”
  • Listed as One of “The 20 Best Burgers in L.A.” — The Infatuation
  • Named L.A.’s top cheeseburger spot (California winner)
  • Featured in Eater LA’s “Best Burgers in Los Angeles”
  • Highlighted in an LA Times summer dining feature for FTW’s double cheeseburger
  • Grand Central Market — billed as “one of the best burgers in LA”
Los Angeles, California

For The Win

The Drake [img] Hotel

The Drake Hotel

An iconic Toronto boutique hotel recognized internationally for design, culture, and guest experience.

  • TripAdvisor Travelers’ Choice — Multiple years
  • Condé Nast Traveler Readers’ Choice — Top Hotels in Eastern Canada
  • Travel + Leisure World’s Best — Top 10 City Hotels in Canada
  • Toronto Urban Design Awards — Award of Excellence
  • TripAdvisor Travelers’ Choice — Top 10% hotels worldwide
  • Travel + Leisure “It List” — Best New Hotels
  • Hospitality Design Awards — Best Boutique/Lifestyle Hotel & Guestrooms
  • Gold Key Awards — Best Hotel & Guest Room
Toronto, Canada

The Drake Hotel

Ponte [img] Modern American

Ponte Modern American

A leading modern American restaurant elevating Tampa’s fine-dining scene with nationally recognized culinary and beverage talent.

  • James Beard Foundation Semi-Finalist for Best Chef: South
  • Featured in the MICHELIN Guide as a recommended fine-dining restaurant in Tampa
  • Beverage Director Tyler Wolff won the MICHELIN Guide Florida 2025 Exceptional Cocktails Award
Tampa, Florida

Ponte Modern American

Olivia [img]

Olivia

A modern Italian trattoria elevating Tampa’s dining scene with MICHELIN recognition and top local acclaim.

Featured as a recommended restaurant in the MICHELIN Guide Florida


Highlighted in Creative Loafing Tampa with a 4/5-star review praising it as “an upscale Italian trattoria … shows the care and thoughtfulness of a chef … at the top of his game”

Tampa, Florida

Olivia

Admirals [img] Cove

Admirals Cove

One of America’s premier private club communities, recognized for excellence in governance, operations, and world-class facilities.

  • Recognized as one of America’s Greatest Private Clubs, celebrated for excellence in facilities, operations, innovation, and culture
  • Honored by the USGA for hosting a US Open Qualifier for over a decade, underscoring its prestige in the golf world
Jupiter, Florida

Admirals Cove

Start now

11+ countries. 5 continents. 1 system.

Because hospitality speaks every language. We have transformed clients globally.

Start now

Meet the team.

Our team of hospitality experts brings together decades of experience from renowned restaurants, luxury resorts, and global hospitality brands. Each member contributes unique expertise to help restaurant owners implement systems that drive consistent growth.

Meet Aaron

COO, he brings over two decades of hospitality and F&B leadership across top hotel brands, full-service and QSR development, and Chick-fil-A operations, with deep experience in cross-cultural training, leadership development, and building high-performance, guest-focused restaurant cultures.
Billy

Meet Billy

VP of Ops, he brings 24 years of hospitality leadership experience, having run a $20M restaurant with 124 employees, worked with renowned brands like Newport Beach Country Club, Tommy Bahama, Hillstone, and Marriott, and is known for transforming businesses through culture-building, operational systems, and high-performing teams.

Meet Tori

Trainer, and hospitality strategist with a decade of experience building strong teams, refining operations, and elevating guest experience. She’s led programs for top brands like Disney and Lawry’s, opened high-volume restaurants, and developed training systems that drive performance. Known for blending structure with emotional intelligence, Tori helps turn good teams into great ones by simplifying complexity and creating cultures that deliver.
Gab

Meet Gab

Our digital operations developer with a decade of experience improving organizational workflows for startups, nonprofits, agencies, and creatives, combining behavior design, executive function principles, and no-code systems to help teams optimize productivity, systematize processes, and reduce operational inefficiencies, supported by his background with a master’s in education administration.
Kenneth

Meet Kenneth

Trainer, and is a hospitality operations leader with 25+ years of experience spanning training, systems, and team development. He’s held leadership roles at The Capital Grille, Del Frisco’s, and Reach Hospitality, where he built enterprise training programs, launched new units, and led large-scale operational rollouts. Known for building scalable systems and strong cultures, Kenneth helps restaurants grow by empowering managers and driving consistency across every guest touchpoint.
Josh

Meet Josh

Director of L&D, brings 18 years of food and beverage experience to the Thirty Percent, designing high-level training systems shaped by his background as Head of training at Blue Bottle Coffee, his driven leadership approach, and certifications in DiSC, InsideOut Coaching, and Gallup StrengthsFinder, all focused on elevating service, empowering teams, and driving organizational growth.
Dan

Meet Dan

Our versatile Production Manager with over a decade of experience creating television, promotional, and commercial content for brands like Sony, HBO, and Fox, bringing a strong end-to-end understanding of production, advanced training in film and business law, and a deep passion for storytelling to every project.
Stephen

Meet Stephen

High-Level Operations Development, brings over two decades of restaurant and hospitality leadership, spanning roles from Restaurant Manager to Regional Manager, where he has scaled emerging brands, grown multimillion-dollar operations, turned underperforming restaurants profitable, reduced turnover, optimized systems.
Mathilde

Meet Mathilde

Operations Efficiency Expert with 20 years of global hospitality experience, from coffee shops to Michelin-starred restaurants, using her sharp eye for time management, training, and operational flow to help teams unlock their potential, elevate guest experiences, and transform ideas into profitable, high-performing businesses.
Morgan

Meet Morgan

Learning & Development Specialist with over a decade of experience across luxury resorts, such as Montage, boutique service, and café environments, blending Forbes 5-Star training standards with deep expertise in onboarding design, team development, and culture-driven operations to help hospitality teams turn brand values into consistent, elevated service.