Our Philosophy

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DOUGLAS G. ZEIF-  “Doug” is the principal in several consulting and advisory practices- The Concept Gurus, Next! Hospitality Advisors, Equal Measure Partners, & Next Procure, all of which occupy different strategic verticals, that emanated out of the nine years he spent overseeing food and beverage operations globally for The Blackstone Group’s hotel and resort portfolio numbering over 100 full-service assets. Doug was responsible for over $2.5 billion in revenues and over $700 million in profits, which he increased by 80% during his tenure. Blackstone remains one of Next!’s largest clients to this day. 

As well, Doug is the founder, creator, and Managing Partner of the highly acclaimed and hugely successful High Dive Seafare & Spirits, and Truli Italian Food & Drink.   

Prior to joining WHM, Doug spent eight years as a gastronomy and concept consultant to many multi- national companies- most notably for Darden Restaurants, Karstadt Quelle, AG and Alsea Zena in Spain- and, for almost a dozen years in its very early stages, Doug was THE seminal executive and second-in-command at the nationally famous The Cheesecake Factory. Zeif was responsible for creating Cheesecake Factory's universal menu appeal having joined just after the second restaurant opened, with a 20-item menu in place. He was personally responsible for overseeing the development of the restaurant product line, created the procurement, production, new restaurant opening and execution mechanisms, and personally oversaw the national expansion of the concept as well as helping take the company with its IPO in 1992.  

Doug is known for many things in the industry, most notably, his brilliant operational mind and his commitment to sustainability and preservation of the earth’s resources. He has been part of the conception, development and operation of five national Hot Concepts® award-winners during a nine-year period when he was mainly in the restaurant field. In 2020, Doug was voted to The Power List -one of the most influential people in the restaurant industry by Nation’s Restaurant News.  

During his hospitality career, Doug sought out and executed a bevy of licensing, joint venture, and lease deals with many of the world’s foremost chefs and operators- Suzanne Goin, Michel Richard, Gordon Ramsay, Masaharu Morimoto, Peter Kuravita, David Burke, Michela Larson, Serendipity 3, and Pim Techamunavivit to name a few.  Zeif is a strategic visionary and a concept expert. He is a developer of people, systems, and concepts. He brings with him an unbridled passion for hospitality, exacting standards, and an extensive management, operations, and culinary leadership background. In 2020, Doug was honored by the National Restaurant Association as one of the industry’s top 50 most influential people. 

Doug is native to New York City, and attended the University of Buffalo. A grill cook at the age of fourteen, Zeif held several restaurant jobs throughout high school and college. "The business really got into my blood while I was cooking and serving my way through college. The camaraderie was incredible!” A move to California in 1977 led Doug to choose a career in restaurant management. .