Julian Serna

A creative and results-driven Food and Beverage director with over 20 years of experience leading high-performing teams and launching and directing over 50 hospitality outlets worldwide. Proven track record of driving revenue growth, enhancing guest satisfaction, and optimising operational efficiency. Awarded for innovative and creative beverage programs, training, and mentoring at Lo & Behold, one of Singapore's leading hospitality groups.

Driven by my passion for creating unique and memorable F&B concepts that celebrate the diversity and vibrancy, I am on the outlook to support existing and new hospitality concepts on a strategic level.

Managing Partner & Founder at Fireside (2023-08 – 2025-01)

New high-end bar lounge at Quayside Isle, Sentosa, launched as a sister brand of Panamericana. Fireside takes inspiration from New York cocktail bars and super clubs, a considered offering wood-fired bar snacks, late night live music, tableside cocktails and Karaoke/Tasting Room. The team of 15 have all been hand-picked and trained internally to provide an exceptional and world class experience.

• Creation of Fireside brand IP and oversight of total design, build and project development.
• Plan and develop all food and beverage menus for the group using menu engineering, market trends and implementing best in class practices with Executive Chef, Operation and Beverage Managers.

CEO & Founder at Panamericana (2017-11 – 2025-06)

A 7,000 sq ft high-end hospitality business idyllically located on the prestigious Sentosa Golf Club with 70K annual customers and a team of 100 staff.

• Develop and maintain business strategies to drive growth by analysing kpis covering business data, market trends, and guest satisfaction.
• Chaired weekly cross functional leadership meetings with regional directors and internal stakeholders.
• Created and implemented budgets and establishing future forecasts, minimising costs across all elements of the business while focusing on profit and growth.
• Led recruitment of key hires and developed the pipeline of managers and high potential employees with clear KPIs and objectives to ensure a high retention rate and staff growth.
• Designed and implemented quarterly training calendar for all Food and Beverage staff, comprising of weekly training sessions for all staff with evaluation and feedback.
• Spearheaded the development and execution of innovative promotions, events, and marketing campaigns to elevate the group's brand presence.

CEO at Bamboo Bowls (2021-04 – 2025-06)

Four venues developed as a scalable model to make healthy food sustainable, approachable and affordable. Orchestrated collaborations with renowned chefs to lead Asian-forward healthy cuisine, serving efficiently in bowls, promoting accessibility to all through cutting-edge contactless system.

• Provided strategic guidance on store/app design, menu ideation, chef recruitment, beverage programming, and in-store pod deployment.
• Led e teams with strategic and analytical prowess, achieving remarkable outcomes.
• Drove development of individuals and business, crafting clear career pathways within working environment through innovative training systems and KPIs.
• Excelled at catering to culinary preferences of over 50K individuals across all Bamboo Bowl locations.
• Played a pivotal role in securing $2 million CAPEX to fuel the expansion and innovation of the venture.
• Successfully opened four new stores within swift two-year timeframe following pandemic, marking significant expansion milestone for Bamboo Bowl.
• Achieved exceptional operational efficiency with average order time of 2.61 minutes, fostering loyal customer base with 55% rate of recurring patrons.

Group Bar Mentor at Lo & Behold Group (2014-11 – 2017-10)

Transform beverage programs into world-renowned benchmarks through the creation, execution, and meticulous analysis of beverage systems and protocols across a diverse portfolio of ten venues.

• Drove continuous growth in beverage service expertise, facilitating upward internal mobility.
• Innovate and refine cocktail initiatives, orchestrating biannual menu updates tailored to each venue's distinctive vision and strategic direction.
• Forged a symbiotic partnership with the Group Wine Program.
• Strategically recruit and onboard top-tier managerial talent, fostering transparent communication with General Managers and Bar Managers to maximise beverage performance.
• Led comprehensive 16-week beverage training, enhancing staff expertise across diverse drink categories.
• Galvanised and empowered team of 100 individuals, contributing to improved productivity.
• Led biannual menu transformations for each venue, curating an eclectic cocktail lineup tailored to individual outlet visions.
• Championed project management for Straits Clan, Overeasy Orchard, The Powder Room, Odette, and The Warehouse Hotel.
• Crafted service guidelines and SOPs, elevating guest experiences, taste profiles, service efficiency, and profitability

Strategic Partnership Lead at Sweet&Chilli Singapore (2026 – 2027)

General Manager at People People Brewing Co. (2026)