Hi, I'm Leon — let me jump straight in.

Leon Erasmus RheederBrand Operations Development · Concept Creator
AI Operational Integration Strategist · Juffair, Bahrain

My leadership style is built on one promise when it comes to store operations.

"I will never ask you or a team member to do a job I haven't done myself." Thus earning the trust of my team and guests day after day — and leading from the front. To ensure success, note that:

A restaurant doesn't run on its systems alone — it runs on pride, standard, quality, and a team that cared enough to keep them all.

Thirty years ago I was washing dishes. Today I run multi-unit F&B operations across four countries — and I learned it the only way that sticks: by doing every single job between those two points. Dishpit to Division Head. Not a theory. A receipt.

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Who I am

The operator who has done every job in the building.

Leon Erasmus Rheeder
Leon E. Rheeder · Bahrain

I'm a seasoned Restaurant General Manager with 30+ years in F&B hospitality, specialising in fine dining, premium casual, and lifestyle F&B concepts across the GCC and Africa. I lead guest-obsessed teams, hold uncompromising service standards, and consistently deliver against financial targets in high-volume, experience-driven environments — having operated and launched restaurants for world-class brands including Crazy Pizza, IHOP (Alshaya Group), Nando's, Cape Town Fish Market, and Spur. That's a deep understanding of the Bahrain market, combined with cross-cultural leadership across seven countries.

Over the last couple of years I've gone beyond just understanding AI's role in operations — I've actively been part of the integration, tools development and implementation. Constant training keeps me ahead of how the future is being shaped, and what we as businesses can do to get the most benefit from it without ever losing focus on the guest and their overall experience. What an exciting time to be alive.

"Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do." — Steve Jobs

Over the last few years, as a freelance consultant, I've engineered high-impact concepts designed for rapid, international franchising. My philosophy is simple: the people make the brand. For me, leadership isn't just oversight — it's removing obstacles, equipping teams with the tools to win, and mentoring them to exceed their own expectations. Known for a relentless get-things-done approach and a surgical drive for perfection, I'm as loyal and direct as I am goal-driven. By blending transformational and servant leadership, I don't just deliver results today — I build the leaders who sustain growth tomorrow.

The climb · 1996 → today — click a role to see it
2024→
AI Integration Consultant · Concept Dev Engineer
GionCorp Enterprises · Bahrain
2023
Division Head of Operations
Al Zain Hospitality / Crazy Pizza · Bahrain
2019
General Manager / Brand Operations
Sash Café · Noor Enterprises · Bahrain
2018
Multi-Brand Operations Manager
Café Java's & The Food Hub · Mandela Group · Kenya & Uganda
2014
Multi-Country Area Operations Manager
IHOP · M.H. Alshaya Group · 4 countries
2013
Patrão (Restaurant General Manager)
Nando's · Cape Town Long Street · SA
2010
Field Operations Manager
Role Advisors, Operations Specialists · SA (Steers, Spur, Dros)
2007
Restaurant General Manager
Cape Town Fish Market (CTFM) · SA · FotY ×2
2004
Restaurant General Manager
KFC · Yum Brands International · SA
2000
Assistant General Manager
Stones Entertainment · Bloemfontein
1996
Dishwasher → Head Barman
Barney's Pub & Grill · South Africa · where it started

The short version

“A principle I truly believe in and carry close to my heart: in your café, brand or franchise, know that it's the people who make the brand. Motivate them, train them, care about them, and make winners out of them. Then they'll treat the customer right. And if the customers are treated right, they'll come back.”

— J. Willard Marriott

Where I've done it

Eleven brands. Their houses, my standard.

drag, swipe or use the arrows →
GionCorp logo

Employer

GionCorp Enterprises

Freelance Operations Consultant & Concept Design — F&B & Hospitality

Jun 2024 – Present · 2 yrs 2 mos

Juffair, Bahrain · On-site

  • Current Role · Jun 2024 – Present Strategic consulting for F&B, SOPs, training; 30+ years experience leveraged.
  • Restaurant Design & Concept Development & AI Operational Integration Strategist · Mar 2022 – Dec 2023, Manama, Remote Spearheaded innovative hybrid F&B-Art concepts with a projected ROI of 45% above market standards.
Concept Development and Design Restaurant Operations Strategy Restaurant Management AI Operational Integration
Watch the food styling work
Menu Photoshoots & Food Styling
Menu Photoshoots
& Food Styling
Crazy Pizza logo

Franchise Division

Al Zain Hospitality WLL — Crazy Pizza

Division Head of Operations

Dec 2023 – Jun 2024 · 7 mos Capital Governorate, Bahrain · On-site
  • Built a brand-new hospitality division from zero; delivered flagship restaurant opening in 3.5 months despite 6-month construction delay.
  • Exceeded opening revenue projections by 200%; full-capacity bookings from day one.
  • Recruited/trained 45+ team members; 100% compliance on audits; 70%+ margins.
New Restaurant Openings Concept Development and Design
NSO – Hamala, Bahrain
NSO – Hamala, Bahrain
Shop fit / Training / Opening week
Sash Café logo
Boutique Café & Hospitality

Sash Café – Noor Enterprises Holding SPC

General Restaurant Manager / Brand Operations

Apr 2019 – Mar 2022 · 3 yrs Bahrain · On-site
  • Transformed premium café into award-winning operation (Best Café 2021 – Riffa Culinary Excellence Award).
  • 35% YoY revenue growth, 13% expense reduction, 92% guest satisfaction.
  • Pivoted to delivery/takeout during COVID (80% of sales); launched beverage program (+10% sales); 45% service metrics improvement.
Café Java's logo

Multi-Brand Restaurant Operations

Café Java's & The Food Hub – Mandela Group

Multi-Brand Operations Manager

Aug 2018 – Jan 2019 · 6 mos Kampala, Uganda and Nairobi, Kenya · Remote
$33M Annual Revenue
16 Stores
650+ Staff
92% Guest Satisfaction
  • Opened 2 new stores in Uganda & Kenya on time within a 6-month contract, cutting expenses 25% while running international import logistics from South Africa, UAE & across Africa into remote East African markets.
  • Delivered −25% OPEX vs. projections and 60% internal promotion rate, with branded delivery rolled out across the network.
  • Opened the brand's first central kitchen in Kenya.
  • Built the full SOP library — brand standards, franchise compliance, recipe cards & operations manuals — across both countries.
NSO - Lugogo Mall, Kampala, Uganda
NSO - Lugogo Mall
Kampala; Uganda
IHOP logo

IHOP – Alshaya Group (Franchise Operations)

Multi-Country Area Operations Manager

Oct 2014 – Jul 2018 · 3 yrs 10 mos Kuwait, Bahrain, Lebanon, Qatar · Remote
  • Managed P&L for 11+ restaurants across 4 countries — $20M+ annual revenue; sustained 32% food cost, 20% labour cost for 3 consecutive years.
  • Developed and rolled out a new beverage bar concept (smoothies & new section) across all 40 stores — drove 8.5% like-for-like sales growth through the whole region.
  • Reduced staff turnover to 2.5% per year; facilitated 26 internal promotions to senior management positions.
  • All stores in region passed full franchise compliance audits 3 years in a row.
  • Opened 5 new stores across Lebanon (New Market), Bahrain & Kuwait.
Health & Safety Legislation New Restaurant Openings
Role Hospitality Specialist Advisors logo

Operations & Advisory

Role Advisors, Operations Specialists (Role Hospitality Advisors)

Field Operations Manager

Mar 2010 – Dec 2013 · 3 yrs 10 mos Western Cape, Eastern Cape, South Africa · Remote
  • Multi-brand F&B operations oversight. Brands managed: Steers, Spur Steak Ranches and Dros/DROS Pub & Restaurant.
  • Systems design, audit frameworks and training programs across multiple QSR and full-service brands.
  • Specializing in Revenue Rescue Management.
  • Operational development and sustainability for multi units contracted to single franchise units — Family Owned Brands and Franchise Brands: Nando's, Steers, Spur Steak Ranches, CTFM, DROS Pub and Restaurant.
  • Full store audits, team building, training and budget planning; customer service and satisfaction; financial planning & control; marketing & social media; supply chain & cost control; staff management & HR; manager & leadership development; quality control and sustainability; new store project management.
Franchise Portfolio
Steers Spur Steak Ranches Dros Pub & Restaurant Nando's CTFM
Nando's logo
Brand Experience

Nando's South Africa

Patrão (Restaurant General Manager)

2013–2014 Cape Town, Western Cape, South Africa (Long Street)
  • Led 40+ staff at one of the first and highest-volume Nando's in South Africa.
  • Hit every financial and brand-standard target. Part of the launch of Nando's iconic African art-in-restaurant program.
  • Team Leadership & Operations: Directed daily restaurant operations, staff development, and customer experience enhancements, ensuring consistent brand standards.
  • Revenue Growth: Achieved significant sales growth through strategic marketing initiatives and operational excellence.
  • Quality Assurance: Implemented quality control measures to ensure superior food and service delivery.
Health & Safety Legislation Restaurant Operations Strategy
Cape Town Fish Market logo
Brand Experience

Cape Town Fish Market

General Manager

May 2007 – Feb 2010 · 2 yrs 10 mos Southdowns and Cresta, Johannesburg, South Africa
  • Customer Experience Optimization: Enhanced guest satisfaction through personalized service and operational efficiency.
  • Inventory Management: Streamlined supply chain processes to reduce waste and improve profitability.
  • Team Development: Led staff training programs to ensure high performance and service consistency.
  • Franchisee of the Year — 2 consecutive years.
Stones Entertainment logo
Nightlife & Entertainment

RayHas Investments (Stones Entertainment)

Assistant General Manager

May 2000 – Apr 2004 · 4 yrs Bloemfontein, Free State, South Africa
  • 01All Management Duties, Full P&L, budget and cost controls, Staff Management, Marketing, Procurement, Business Development, Entertainment Management, Security and Brand SOP Management, Event planning, Product innovation and Customer Service.
  • 02Preventative maintenance management and SOP creation & implementation from the ground up.
  • 03Part of the development team that created a whole new concept for the brand that saw the brand double in Year-on-Year sales across all venues that implemented the Nightclub concept — till today it's a key part of the Stones DNA.
  • 04Part of the team that developed the marketing concept “Best Female DJ” competition, now almost 20 years running with recording contracts and yearly DJ contract prizes — still seen today as one of the best female-driven competitions in South Africa.
KFC logo
QSR Operations

Yum! Brands (KFC)

Restaurant General Manager (RGM)

May 2004 – Apr 2007 (3 years) City of Johannesburg, Gauteng, South Africa
  • QSR operations leadership. Introduced to the CHAMPS operational system — Cleanliness, Hospitality, Accuracy, Maintenance, Product Quality, Speed of Service — a framework that underpins Leon's operational approach to this day.
  • Multi-Unit Leadership: Managed multiple restaurant locations to achieve operational excellence and consistent performance.
  • Operational Standardization: Developed and implemented standardized procedures to maintain quality and efficiency.
  • Sales Performance: Boosted revenue through targeted promotions and customer engagement strategies.
Barney's Pub & Grill logo

Where It Started

Barney’s Pub & Grill

Manager — career arc within this employer: dishwasher → Head Barman → Manager

Feb 1996 – Apr 2000 · 4 yrs 3 mos Bloemfontein, Free State, South Africa
  • Where it started — worked every station in the building from dishpit to Head Barman, then Manager.
  • Full P&L: budget & cost controls, procurement, menu creation and development.
Health & Safety Legislation F&B Operations

1996 · Bloemfontein

GionCorp Enterprises · Founder 01 / 11

The receipts

Anyone can say they're good. I'd rather show you the numbers I've actually put on the board, my averages through my career to date.

0
Years of Experience in F&B Industry
8 in 4
Career New Store Openings vs Countries
0
Ave. Career Nett Profit
0
Ave. Career Food Cost
0
Ave. Career Staff Turnover
What I've done

Three domains. One operator's mindset.

Most of my career is F&B operations — but the through-line is building systems that make a business run better. Lately that means AI. Switch between the tracks:

Division Head of Operations
Al Zain Hospitality WLL — Crazy Pizza (Franchise) · Bahrain
Dec 2023 – Jun 2024
  • Built a brand-new hospitality division from zero; delivered flagship restaurant opening in 3.5 months despite a 6-month construction delay.
  • Exceeded opening revenue projections by 200%; full-capacity bookings from day one.
  • Recruited/trained 45+ team members; 100% compliance on audits; 70%+ margins.
General Restaurant Manager / Brand Operations
Sash Café – Noor Enterprises Holding SPC · Bahrain
Apr 2019 – Mar 2022
  • Transformed premium café into award-winning operation (Best Café 2021 — Riffa Culinary Excellence Award).
  • 35% YoY revenue growth, 13% expense reduction, 92% guest satisfaction.
  • Pivoted to delivery/takeout during COVID (80% of sales); launched beverage program (+10% sales); 45% service metrics improvement.
Multi-Brand Operations Manager
Café Java's & The Food Hub – Mandela Group · Kampala, Uganda & Nairobi, Kenya
Aug 2018 – Jan 2019
  • 2 new store openings (Uganda + Kenya) on time within a 6-month contract — handled international logistics including imports from South Africa, UAE & across Africa into remote East African markets.
  • $33M annual revenue across 16 stores; 650+ staff; 92% guest satisfaction; −25% OPEX vs. projections.
  • Opened first central kitchen in Kenya. Built full SOP library: brand standards, franchise compliance, recipe cards & operations manuals across both countries.
Multi-Country Area Operations Manager
IHOP – Alshaya Group (Franchise Operations) · Kuwait, Bahrain, Lebanon, Qatar
Oct 2014 – Jul 2018
  • Managed P&L for 11+ restaurants across 4 countries$20M+ annual revenue; sustained 32% food cost, 20% labour cost for 3 consecutive years.
  • Developed and rolled out a new beverage bar concept (smoothies & new section) across all 40 stores — drove 8.5% like-for-like sales growth through the whole region.
  • Reduced staff turnover to 2.5% per year; facilitated 26 internal promotions to senior management positions.
  • All stores in region passed full franchise compliance audits 3 years in a row. Opened 5 new stores across Lebanon (new market), Bahrain & Kuwait.
Patrão (Restaurant General Manager)
Nando's South Africa · Long Street, Cape Town, W/Cape
2013 – 2014
  • Led 40+ staff at one of the first and highest-volume Nando's in South Africa.
  • Hit every financial and brand-standard target. Part of the launch of Nando's' iconic African art-in-restaurant program.
  • Team Leadership & Operations, Revenue Growth via strategic marketing, and Quality Assurance through implemented quality-control measures.
Field Operations Manager
Role Advisors, Operations Specialists · Western & Eastern Cape, South Africa
Mar 2010 – Dec 2013
  • Multi-brand F&B operations oversight. Brands managed: Steers, Spur Steak Ranches and Dross Pub & Restaurant.
  • Systems design, audit frameworks and training programs across multiple QSR and full-service brands; specializing in Revenue Rescue Management.
General Manager
Cape Town Fish Market · Southdown's, Irene, Pretoria
May 2007 – Feb 2010
  • Franchisee of the Year — 2 consecutive years.
  • Streamlined supply chain processes to reduce waste and improve profitability.
Restaurant General Manager
Yum! Brands · Johannesburg, Gauteng, South Africa
May 2004 – Apr 2007
  • QSR operations leadership. Introduced to the CHAMPS operational system — Cleanliness, Hospitality, Accuracy, Maintenance, Product Quality, Speed of Service — a framework that underpins Leon's operational approach to this day.
Assistant General Manager
Stones Entertainment (RayHas Investments) · Bloemfontein, Free State, South Africa
May 2000 – Apr 2004
  • Full P&L, budget and cost controls for the bar — event planning, product innovation and procurement.
  • Preventative maintenance management and SOP creation & implementation from the ground up.
Manager
Barney's Pub & Grill · Bloemfontein, Free State, South Africa
Feb 1996 – Apr 2000
  • Where it started — worked every station in the building from dishpit to Head Barman, then Manager.
  • Full P&L: budget & cost controls, procurement, menu creation and development.
GionCorp · Freelance Operations Consultant & Concept Design — F&B & Hospitality
GionCorp Enterprises · Juffair, Bahrain
Jun 2024 – Present
  • Strategic consulting for F&B, SOPs, training; 30+ years experience leveraged.
  • Previously (Mar 2022–Dec 2023): Restaurant Design & Concept Development & AI Operational Integration Strategist, Manama, Bahrain — remote.
  • Spearheaded innovative hybrid F&B-Art concepts with a projected ROI of 45% above market standards.
  • 30% operational efficiency improvement; −40% equipment downtime; −30% waste through automated inventory control.
  • Certified in Agentic AI (AutoGen Studio); compliance-first, daily monitoring of AI regulation changes across target markets.
Brand & Marketing Capability
Across roles · GCC & Africa
Ongoing
  • Menu engineering, brand-standards rollout and customer-experience design across multiple brands and markets.
  • Formal grounding: 51 professional certifications, including Brand Strategy, Brand Design Foundations and Business Development.
Core competencies

What 30+ years actually builds.

Operations Management

Multi-unit leadership, coffee & café excellence, supply-chain optimisation, SOP development.

Restaurant & Café Concept Design

Concept design to opening — creating new concepts with full layout, décor, equipment and menu design & operations design, including full recipe cards, training manuals and SOP manuals.

Coffee & Restaurant Expertise

Menu engineering, brand standards, customer experience, market analysis.

Compliance & Quality

HACCP implementation, food-safety protocols, health & safety audits, ISO standards.

Team Development

Training programs, performance management, succession planning, cross-cultural leadership.

AI & Innovation

Predictive systems, automation, agentic AI and generative-AI applied to real operations.

Systems & tools CHAMPS SystemMicrosSevenRoomsPilotGulpAdvanced P&LHACCPFranchise Compliance AuditsISO protocolsSOP developmentTalabat / Delivery ops

Always studying

Always sharpening the tools.

50+ professional certifications (several with university credits) — here's a selection.

2024
Operational Excellence Foundations
Operations & Quality
2025
Lean Six Sigma Foundations
Operations & Quality
2024
Project Management Foundations: Quality
Operations & Quality
2024
Audit & Due Diligence: Priorities and Best Practices
Operations & Quality
2025
Critical Thinking for Better Judgment and Decision-Making
Leadership & Strategy
2025
Business Analysis Foundations
Leadership & Strategy
2021
Ken Blanchard on Servant Leadership
Leadership & Strategy
2021
Project Leadership
Leadership & Strategy
2024
Business Development Foundations
Business Development
2024
Create a Brand Strategy
Business Development
2025
Brand Design Foundations
Business Development
2024
Personal Branding on Social Media
Marketing & Communication
2025
Introduction to Agentic AI: AutoGen Studio
AI & Innovation
2025
Applying Generative AI as a Business Professional
AI & Innovation
1998
High School Diploma · President Steyn High
Education · South Africa
51+
View full certification list →
All categories · Real LinkedIn Learning links
Proof & references

Real openings. Real numbers. Real work.

A glimpse of the field — store openings I led and brands I've built. Click any image for a closer look.

IHOP new store opening — Bahrain Avenues
IHOP · Bahrain Avenues — opening
IHOP new store opening — Sidra, Kuwait
IHOP · Sidra, Kuwait — opening
IHOP opening — Lebanon
IHOP · Lebanon — opening
Café Java's new store opening — Uganda
Café Java's · Uganda — opening
Crazy Pizza — service and table setting
Crazy Pizza · service & setting
Sash Café Ramadan menu
Sash Café · Ramadan menu
Sash Café BBQ menu items
Sash Café · BBQ menu
Sash Café menu development
Sash Café · menu development
Video case studies

Operations in motion

Twelve films from the floor — IHOP, Café Java's and Crazy Pizza openings, plus Sash Café brand & menu work and GionCorp food styling. Watch each one under its brand.

See the brand videos
Publications & social

Industry voice

Posts and publications on operations, leadership and brand building — the thinking behind the numbers.

Read on LinkedIn
Documented work & proposals

Concept to P&L

From the Hospitality Transformation Partnership to multi-brand concept work — documented projects, proposals and the full record.

Download the full résumé
In their words

The people who've worked beside me.

The strongest case for an operator is the word of the people who've watched him work — verified endorsements from former colleagues across three decades of operations.

Endorsed by 16 colleagues · 31 times Training ×7Management ×6Operations Management ×3Customer Service ×3New Restaurant OpeningsPeople DevelopmentLeadership — verified on LinkedIn
How we can work together

Three ways to put 30+ years to work.

01

Senior Operations Leadership

Division, area and multi-unit roles where P&L, standards and people all have to land at once.

02

Consulting & Turnarounds

Pre-opening, launch strategy and revenue recovery for brands that need an operator who's actually done it.

03

AI-Integrated Operations

Predictive systems, automation and agentic AI layered onto operations that already work.

Talk to me

Let's put this experience to work.

Send me a direct message on WhatsApp, or email me. Prefer the details? Grab the résumé.

Leave me a message

Email instead

Sends straight to Leon on WhatsApp (web or app). For a reply by email instead, use the Email instead button.

Direct contact

Based inJuffair, Bahrain
Download full résumé (PDF)

Final build · warm editorial direction · full content · per-section atmospheres · the work section is a left/right "window" you pan at will (page never gets hijacked).