The Inside Story:
The career history of Deborah L. Holand, President of Food Sense, Inc.

Fueled by big dreams and a “nothing is impossible” attitude, I became a “Foodie” at the young age of 13 years old. When mall food courts were virtually non-existent, I began my career making cotton candy, flipping hotdogs, grilling burgers and making those creamy delicious malts and shakes, at the only mall and food court in Fargo, North Dakota. Before the age of 17, I became the weekly grocery shopper for our large family of 6, learning discipline and budgeting to become the youngest and most discriminating shopper.

When the opportunity to work at “Ponderosa”, the hottest steak house in town came my way, how could I refuse? I worked my way from dishwashing and serving the dining room to the prestigious position of “Potato Girl” on the food line. Just when I thought I was really going far, the Colonel became King and KFC quick-service restaurant came to town. Fueled by those big dreams, I perfected the coveted fried chicken process, honed my mashed potato making skills to become assistant manager at the age of 18. Basically, I earned the privilege to be armed with the keys to close nights and the honor to be head floor mop and fryer cleaner. I remained optimistic believing bigger things would come and shape what would become over 20 years of success in the food industry.

Being a native Texan, I graduated and moved back to the big “D” and walked into “The One and Only” Mexican restaurant in Dallas. Little did I know it was owned by one of the nation’s most respected operators Metro Media, formerly named Steak & Ale a Norman Brinker Corporation. After becoming trainer and head waitress, I was promoted to head expediter on the food line, applying my leadership skills to perform under high pressure, in the heat of the battle. One day, I was requested to serve the prestigious group of VIP Officers in the company. While precariously balancing those infamous huge trays, loaded with food and drink hovering in the air, much to my dismay a rookie server removed a large water pitcher on the corner, disrupting my fragile balance and you can probably image what happens next. The margaritas landed all over the VIP’s suits. Gathering every ounce of composure I did my best groveling act to exceed expectations, poured on the charm, smiled big and held my head high, preparing to be fired on the spot. Instead, my demonstration of doing whatever it takes to get the job done right opened a door, landing an opportunity to join the corporate team.

Over the next years, I worked in every area of the business and corporate departments throughout the company, from IT and data processing to A/P, A/R and Fixed Assets, quickly gaining a reputation as the “Fix It” gal. I refined my problem-solving skills, trouble shooting department structures, developing growth solutions and streamlining every process possible. I was then promoted to Senior Assistant Controller of 15 stores, refining all levels of concepts from fine dining seafood to steakhouses and casual dining. After several operations recognitions, I was drafted to join the restaurant management ranks and returned to operations as one of the few senior female managers in the company, at a time when the restaurant industry was completely dominated by males. I developed leadership skills, learned the finer aspects of foodservice management, working tireless hours to learn how to become best in class.

By now, Norman Brinker, Founder of Steak & Ale had left the company and started Chili’s Bar & Grill, later renamed Brinker International. Wanting to expand my concept experience, I walked into the Brinker corporate office one day with my “anything is possible” attitude and went on to supervise corporate departments, headed audit teams, implemented cost savings initiatives and evaluated franchise menus, working with chefs and IT on daily systems. I was then chosen to join the Strategic Planning and Analysis team, focusing special attention to help Presidents refine their chain concepts, improve operations and maximize financial performance. After acquisitions and many concepts later, I was drafted to join the elite New Concept Development team. It was here that I met one of the nation’s greatest innovators, Phil Romano and began the journey of developing the NRA award winning concept Eatzi’s Market & Bakery. After 12 intense months of development, traveling the USA evaluating hot concepts and thousands of products, my eyes were opened to the world of gourmet retailing and fast-casual concepts, years ahead of what is now mainstream.

Once the fast paced retail was in my blood, I decided to expand my horizons and try my talents in the retail channel of the trade. I set my standards high and called the Founder of Whole Foods Market, the nation’s largest natural gourmet food retailer. The opportunities were boundless and allowed me to travel the USA from coast to coast, working with unique regional teams developing new perishable food concepts, helping revitalize unprofitable concepts, learning the world of catering and commissary production. Over time the travel took a toll on my personal life so when Ahold USA called me one day to join their Tops Market chain division in NY, I decided to further broaden my experience. I developed expertise in the conventional supermarket retail side of the business, as well as convenient stores and headed the national synergy marketing groups for the six divisional USA chains. When Tops Market began consolidating into another Ahold division, I seized the opportunity to start my own consulting business in June 2000 and the rest is history.

I’ve been fortunate in my career to work with some of the best operators in the business. It’s through the challenges and successes that I have developed the skills to help businesses become more valuable. My expertise is new concept development and revitalizing concepts, motivated by the satisfaction of helping businesses grow long-term, which ultimately helps the industry and community in which we live. I engage in projects across the United States, Canada and Europe from single unit start-ups to global operations and am actively involved in industry roundtables, trade seminars, speaking engagements and publication editorial contributions (alias “The Food Gal”). I am a member of: NRA-National Restaurant Association; IDDBA-International Dairy Deli Bakery Association; RBA-Retail Bakers Association; NACS-National Association of Convenient Stores, NCSAG-National Convenient Store Advisory Group; FCSI-Foodservice Consultants Society International; among others.

For more information, read the company overview or Deborah's formal biography.