Joe Dorf

Advised restaurant operators and emerging food brands on catering growth, menu positioning, event-driven revenue, and brand strategy. Translated hospitality strategy into content briefs, page architecture, and SEO targeting that GetNifty later executes.

Rebuilt the culinary program around local Chicago demand and the board-game-cafe service model, including menu rework, sourcing, cost structure, and service flow. Standardized recipes and BOH execution across company locations while upskilling the kitchen team and building a training path to maintain standards.

Led end-to-end SEO, GEO (generative engine optimization), and AI search optimization for hospitality and local service brands, including Next.js/WordPress site builds, schema.org structured data, and programmatic SEO templates. Built AI-discoverable content systems designed to be cited by LLMs and operated measurement using GA4, GTM, and Search Console.

Co-founded a Web3 development agency providing advisory and client solutions. Developed strategy and support for blockchain, smart contract, and NFT projects.

Built and operated a technology platform supporting 50+ food trucks across the US, including booking infrastructure, vendor onboarding, compliance documents, billing, and corporate catering workflows. Owned the SEO and content engine that converts search demand into bookings and maintained an AI-assisted editorial content pipeline published via a WordPress-compatible REST workflow.

Led culinary operations for a high-volume downtown bar and event venue, designing and launching multiple menus including a BBQ program and a second diversified concept. Managed kitchen operations for private rooms, buffets, and large-scale activations while improving cost control and consistency through stronger efficiency, inventory, and vendor systems.

Co-founded an events business focused on operations and team management for public and private food events. Managed delivery across small private gatherings through large-scale festivals.

Launched a COVID-compliant food truck rotation delivery platform and scaled it from initial launch to 50 weekly food truck services across greater Chicago. Built and ran the operating playbook (vendor onboarding, compliance protocols, customer workflows, and logistics) and streamlined ordering/dispatch/reporting to improve usability for vendors and corporate customers.

Directed multi-unit restaurant operations across three locations, managing daily food truck scheduling and weekly corporate dining services. Managed 5–6 teams and expanded revenue through catering, B2B partnerships, marketing initiatives, and digital strategy (including graphic design and website development), leading to top-grossing vendor status at Taste of Chicago 2017.

Joined the opening team for the Rosemont location, owning FOH hiring, training, service management, scheduling, reservations, and private dining execution. Successfully executed Mother’s Day service for 600+ guests while maintaining service standards across front-of-house operations.

Earned a Bachelor of Arts in History at Bradley University from 2002 to 2006.