Michael Butler
Hotel F&B Turnaround Specialist & Sustainability Expert
I spent 25 years running hotel F&B operations before founding Captivate. As Corporate Director of Food & Beverage for Hyatt across Europe, the Middle East and India, I managed multi-million pound revenue streams, restructured underperforming venues and built teams that delivered consistently above-benchmark results.
My approach is straightforward. I help hotels grow profitability by making sustainability part of the business model, not a cost centre. Every recommendation comes from having personally run the same operations, managed the same P&Ls and faced the same challenges that hotel F&B leaders deal with daily.
As a trained ISO 14001 Lead Auditor and Fellow of the Institute of Sustainability and Environmental Professionals, I bring deep operational knowledge across rooms, restaurants and bars, combined with a systems-based understanding of environmental performance.
Career Path
25+ Years in Hotel F&B
Early Career
Hotel F&B Operations
Started on the operations floor. Worked through every F&B role from restaurant supervisor to F&B Director across UK, European and Middle Eastern properties.
Corporate Leadership
Corporate Director of F&B, Hyatt
Led food and beverage strategy across multiple Hyatt properties in Europe, Middle East and India. Managed P&Ls, restructured underperforming venues and established operational standards.
VP / COO Level
Senior Executive Leadership
VP and COO level leadership focusing on uniting profitability, ESG strategy and responsible hotel growth. Led turnaround projects across resort and city properties.
Present
Founder, Captivate
Founded Captivate to help hotel owners and operators recover lost F&B margin through operational improvement, procurement optimisation and sustainability integration.
Core Services
How Michael Works With Hotels
F&B Profit Recovery
Full diagnostic and operational fix for underperforming hotel F&B departments. Menu engineering, cost control, procurement optimisation.
Procurement Optimisation
Supplier contract review, specification standardisation, centralised purchasing frameworks. Potential savings depend on the operation, purchasing structure and current cost base.
Sustainability & ESG Integration
Embedding environmental practices that reduce cost: waste programmes, local sourcing, ESG reporting, certification support (ISO 14001, DET Stamp).
F&B Leadership Development
Training and coaching for F&B directors, executive chefs and operational managers. Building commercial capability in F&B teams.
Ready to Recover Lost F&B Profit?
A 30-minute diagnostic call. No commitment. Direct with Michael.
Book a Profit Recovery Review