In this edition of our Leadership Roundtable series, we had the opportunity to connect with Will Kreiner, General Manager & Executive Chef. Here, Will shares insight into the rigorous training at the Culinary Institute of America (CIA), his earliest kitchen experiences, how he manages a demanding dual role, and his most memorable meal—which just may surprise you!
Will began his career at Rich’s in 2002 as a sous chef, shortly after he graduated from the prestigious CIA. Today, he leads daily operations for eight distinct brands under Rich Entertainment Group (REG), including the award-winning Rich’s Catering & Special Events, multiple restaurants in New York and Florida, Frost Artisan Bakery, and all on-campus food and meeting services at Rich’s world headquarters in Buffalo, NY (REG’s parent company).
Will’s love of food and cooking was first inspired at home by his mother and grandmother, and later when he took a job as a dishwasher at an Italian restaurant while attending the University of Vermont.
“Once I became acclimated to the restaurant environment, I fell in love with it. The organized chaos was electric and exciting,” said Will, who admitted he hadn’t considered a culinary career before that dishwashing job.
A sous chef took note of Will’s interest and took him under his wing. He invited Will to help prep food before his dish shifts. What started as washing lettuce and trimming garlic quickly expanded to breaking down rabbits and cleaning squid. Before long, Will accepted a position as garde manger cook, then grill cook and ultimately sauté.
“It was during this time that I realized this was not just a job. It was what I wanted to do with my life,” recalled Will. “I had found my path. I was going to become a chef.”
When Will embarked on his culinary education, he was committed to learning from the best. He explored other institutions but kept hearing about one program, often referred to as the Harvard of culinary schools. After visiting the CIA campus, he knew immediately that was where he needed to be.
The CIA did not disappoint. Will maintains that attending the world-renowned institution was one of the best experiences of his life. He described the educational environment at the time as extremely structured and intense, similar in many ways to military training. The chef instructors were world class professionals, and everything at the CIA was, and is still held to a very high standard, from uniforms to knife skills to how a chef carries themself in the kitchen. Will’s time at the sought-after training ground taught him much more than how to cook.
“The program was demanding, both physically and mentally, but every day I walked the campus I was in awe of being there,” Will reflected. “The CIA instilled discipline, speed, organization, teamwork, leadership, and a strong foundation in business and management. Most importantly, it taught me what it truly takes to be a professional in this industry and prepared me to meet the demands of a long and rewarding career.”
Nearly 25 years later, Will says his leadership style is a combination of those early influences, and the skills honed through development programs and principles instilled across Rich’s global organization. He emphasized the importance of operating in a truly team environment, leading and driving performance through clear expectations, putting the right people in the right roles, and being present to support, guide, and coach along the way.
“Accountability is important,” said Will. “But so is understanding the individual and what they need to be successful.”
Will leverages his experience in all aspects of foodservice operations and puts emphasis on creating a positive, supportive back-of-the-house and front-of-the-house culture to retain talent and avoid the burnout that is so common in the industry.
“I learned very early on that a highly intense, authoritative approach to leadership was not going to get me very far if I wanted to be successful and build something sustainable,” explained Will.
And Will has found success in his dual role as general manager and executive chef, which he describes as being both the chef and owner of a business. While these responsibilities are typically held by two separate individuals, Will said the unique operational structure allows for strong alignment between culinary vision and business execution. He leverages a combination of culinary leadership, operational oversight, and business management to influence every level of the organization while ensuring consistency, quality, and financial performance across a diverse portfolio.
Managing ongoing industry adversity such as rising costs, economic uncertainty, staffing and client expectations while continuing to deliver consistent results continues to be the biggest challenge.
Will went on to explain that the cost of food, especially proteins and specialty items, remains high and continues to fluctuate, which puts pressure on pricing and margins. And while clients are more cost conscious, their expectations have not decreased. Clients still want unique, high-quality experiences, which means his team must be efficient, creative, and very intentional with their resources.
“Flexibility, close attention to costs, and strong leadership are required to keep the business healthy and the team engaged,” said Will.
Here are some other highlights from our conversation with Will:
Who has had the greatest influence on you as a leader and why?
There isn’t a singular person that stands out to me. I find influence in the leaders of the industry, top chefs of the world, chef’s that I worked for in the past, chef’s that taught me at the CIA, as well as the leaders and colleagues at Rich’s.
What advice would you give someone going into a leadership position for the first time?
A leader can drive performance from their team if they talk to them daily, keep the lines of communication open, and tell them how they are doing. Make sure to celebrate them and their wins, even if they are small. Clarify expectations so people know what they are accountable for. Give associates a sense of the bigger picture, even if it doesn’t apply to them. Create the right environment where associates feel safe and can communicate freely without risk of judgement or consequence. Put the right people in the right roles. Assemble a team that works well together and support their growth and development. Most importantly, a leader needs to be there for their team. Lastly, it’s important to understand that mistakes will be made as a leader, and it’s crucial to learn and grow from them.
What characteristics define a great leader?
Someone who is approachable, supportive, empathetic, respectful, inclusive, open and honest. Someone who is willing to work alongside you and help guide you along the way.
What is the best meal you’ve ever eaten and where? What made it so memorable?
I have been asked this question a few times before and I could go on and on about the foods I enjoy the most, the innovations I love, or some of the most incredible fine dining chef’s table experiences I have had in New York or Las Vegas. But as I have grown older, my answer has evolved. I have had a lot of memorable meals over the years, and the best one really depends on the moment. Some of my favorite memories are from when I was younger, sitting around a family dinner, or from recent summer nights on the patio with friends and loved ones. Even the over-the-top dinners I have had around the world do not stick with me the way those simple, shared experiences do. For me, it is never just about the food, though that is important, it is about the experience and the people I am sharing it with. That is exactly what we try to create for our guests every day.
What is your “Why”? What gets you up in the morning?
My family and our customers.
Now for some fun! We presented these “first reaction” questions to Will and asked him to respond in three words or less:
- Describe Rich’s Catering & Special Events in one word? HOSPITALITY
- Describe Rich’s Catering & Special Events customers in one word? DIVERSE
- What’s one attribute you look for when hiring an associate? FIT & ALIGNMENT: not only with the team but with the culture, values, overall business operation.
- What is the one word you want your customers to say about Rich’s Catering & Special Events? QUINTESSENTIAL
- In three words or less, describe what it takes to be successful? CONSISTENCY, SERVICE, EXPERIENCE
- What is the one word that you believe has the most power in the English language? YES