Aaron founded The Culinary Edge, the leading food & beverage innovation firm, to help companies with actionable strategic, culinary and operational solutions. Current and past clients include Starbucks, Sweetgreen, McDonald's, Hyatt, First Watch, Curation Foods (Eat Smart), AMC Theaters and many more, plus 25+ co-created global and local restaurant brands.
Aaron leads TCE Ventures that hatched Starbird Chicken, TCE's first self-envisioned and self-operated concept. Starbird Chicken opened to critical acclaim with the Breakout Brand Award from Nation's Restaurant News, and has 6 Bay Area locations, including Terminal 1 at SFO and Levi's Stadium.
Aaron is also the co-founder of Pacific Catch, a WestCoast Fish House with 10 locations operating in Northern California. Aaron actively serves on the board of directors providing innovation and thought leadership to the brand.
Aaron proudly gives back to the industry as Director Emeritus of the California Restaurant Association and the former Chairman of the board of the California Restaurant Association Foundation.
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