About

Built by operators. Not by agencies.

Two careers, every level of the business. A national steakhouse on one side. A founder-led brewery on the other. Thirty-plus combined years on the line, behind the bar, on the floor, and in the owner's chair — and now, building the Agent we always wished we'd had.

A well-run dining room
Why "Azimuth"?

A bearing — the direction you steer by.

After decades on the line and on the floor, we kept seeing the same thing: good restaurants drifting off course, not because the owner didn't care, but because no one inside could see the whole picture clearly. The agency was guessing. The dashboards lied. The Friday-night scramble was eating the week.

An azimuth is the bearing you steer by to reach where you're going. That's the job. Give you an honest fix on where you are. Build you an Agent that runs the boring stuff. Keep it pointed where you want to go.

The operators

Two careers, every level of the business.

Between us, we've washed the dishes, worked the host stand, run the line, managed the floor, carried P&Ls, brewed the beer, and owned the place. We know what your Saturday night feels like because we've lived a thousand of them.

Eric O'Keefe

Managing Partner · Longhorn Steakhouse

Fourteen-plus years at Longhorn Steakhouse, rising from the floor to Managing Partner — running a multi-million-dollar room with a team of up to 85 and answering to the C-suite. The corporate side of the business: standards, the one-visit win, the relentless guest experience that turns a good restaurant into a Saturday-night reservation problem.

Today an operator and founder himself, Eric coaches teams on the things that actually move a restaurant — and builds the Agent that does the rest.

Michael Boney

Founder & Master Brewer · Hopknot

Founder of Hopknot. Master Brewer. The independent-owner side of the business — the guy who actually signs the lease, makes payroll, and pours the beer. Mike knows what it takes to build a hospitality brand from zero, what bars actually need, and why the agency retainer is the first thing every owner wants to cut.

Between the brewery floor and the bar, Mike's spent his career learning what a restaurant or bar owner can't outsource — and what they absolutely should.

Built for the whole house

Steakhouse standards. Brewery instincts. One Agent.

A steakhouse Managing Partner and a brewery founder cover the whole hospitality stack. Fine dining will recognize the rigor. Casual will recognize the speed. Bars will recognize one of their own.

What we believe

The standards we steer by.

The truth, kindly.

An owner can't fix what no one will tell them. We give it to you straight — and always with a way forward.

The guest decides.

Every call comes back to one question: what does this feel like from the other side of the table?

Done, not "how to do it."

The market is flooded with tools that explain what you should do. Ours does it. That's the whole difference.

Let's talk shop

Put our experience to work in your house.

Start with one honest look. The Audit costs nothing to start talking about — and most owners say it pays for itself within days.

Get the Audit