With a vision to bring restaurant concepts to life and elevate existing businesses to completely new heights, Gergely Szabo and Mark Towning founded Zeora Hospitality. Guiding owners at every step of their journey to building fully operational restaurants, Gergely and Mark are committed to assisting aspiring restaurateurs succeed in the hospitality sector.
With more than 15 years of experience in the restaurant industry, Gergely co-owns 13 restaurants and has established himself as a trusted advisor to fellow restaurateurs throughout their business journey. While Mark Towning has over two decades of experience in streamlining procedures to optimize productivity and revenue, he currently leads as the COO of Zeora Hospitality. With the firm, the co-founders strive to make every business they work with successful, in a dynamic industry like the hospitality sector.
Spark Behind The Journey
We started the session by asking, “What inspired you to start or lead this business, and how has the journey surprised you?”
Gergely shared, “Two key things inspired me. First, I have always had a passion for creating and building something new—bringing ideas to life and turning them into successful ventures. Second, my own experience with consulting firms in Dubai left me disappointed. I saw firsthand how much better, more authentic, and more results-driven hospitality consulting could be. Having spent 15 years in the industry, navigating both incredible successes and tough challenges, I knew there was a way to offer something more valuable—genuine expertise, a hands-on approach, and a deep commitment to our clients’ success. That’s what drove me to start this business.”
“My main inspiration for starting this business was the desire to be my boss while also helping and inspiring others on their journey to establishing successful food and beverage ventures. Having worked with both exceptional and subpar companies, as well as witnessing the approach of other hospitality consultancy firms, it became clear to me that there was significant room for improvement in the standards and quality of advice in this sector. That realization motivated me to create a consultancy that genuinely adds value and sets a higher benchmark for the industry.” Mark added while sharing the beginning of his journey with ZEORA Hospitality.
Advice To Younger Self
We further asked, “If you could go back to your first year in this role, what advice would you give yourself?”
The co-founders, Gergely and Mark shared, “We would remind ourselves to be more cautious and patient, ask more insightful questions, alongside firmly trusting our instincts. The right questions and collaborations make all the difference and lead to better results, stronger relationships, and eventually, a more fulfilling journey.”
Adaptability Amidst Challenges
Interested to learn more about the problem-solving approaches, we asked Gergely Szabo and Mark Towning to share how they deal with challenges at ZEORA Hospitality that don’t have clear solutions.
“We start by thoroughly understanding the problem and breaking it down into manageable parts. Exploring multiple perspectives is key — sometimes the best insights come from unexpected places. We believe in iterating, testing ideas, and actively seeking feedback to refine our approach. Adaptability is crucial, as challenges often evolve into new ones. Stepping back to see the bigger picture helps us uncover creative solutions, even from sources we might not initially consider.” They explained.
Problem-solving is a dynamic process, and staying open-minded is what leads to the best outcomes.
Career-Defining Experience
To learn more about the events that shaped Gergely and Mark’s approach to running their business, we asked, “Can you share a unique experience that shaped the way you run your business today?”
“One experience that truly shaped the way we run our business involved a client who had just been let go after more than 20 years at his company. With a substantial compensation package, he wanted to buy a closed restaurant, reopen it, and make it a success. However, the real estate agent selling the unit had manipulated the sales numbers to make it seem like a great opportunity.
When we assessed the space, reviewed the numbers, and ran the calculations, it became clear that the business was not viable. At that point, we had two choices: charge him our consulting fees, go through the motions of setting everything up—knowing it wouldn’t be sustainable in the long run—or tell him the hard truth, walk away from any potential earnings, and save him from a costly mistake.
We chose integrity. We had a long conversation with him, explaining why the deal didn’t add up and urging him not to fall for unrealistic promises. In the end, we didn’t make a cent, but we walked away feeling good, knowing we had protected someone’s life savings from a bad investment. This experience reinforced an important lesson for us: in this business, we hold immense responsibility for people’s futures. It’s not just about making money—it’s about doing what’s right. And that, for us, was the most rewarding outcome.” The co-founders responded.
Successful Out-Of-The-Box Ideas
We further posed the question, “What’s the most unconventional idea you’ve implemented, and how did it turn out?”
“Definitely, “No Ketchup Policy” (Or a Controversial Ingredient Decision). One of the most unconventional decisions we made when launching the Bamba Marha chain in 2015 was refusing to serve the classic ketchup, mayo, and mustard that most burger places rely on. Instead, we introduced our house-made sauces, like coriander-lime mayo, pomegranate ketchup, beer mustard, and baconnaise.
At first, some customers were surprised — even skeptical — but over time, this became one of the defining aspects of our brand. People didn’t just accept it; they embraced it. Today, our unique sauces are a signature part of the Bamba Marha experience, proving that sometimes, breaking expectations can lead to something even better.” The co-founders responded.
Attracting Fresh Opportunities
We asked the founders to share their strategies for identifying and seizing new opportunities in their industry.
Gergely and Mark shared, “We believe that opportunities arise when you remain open, accessible, and committed to doing the right thing. Building a strong reputation — both online and offline — through genuine work and word-of-mouth is key. Always being available for a call or a chat has led to many unexpected opportunities, as connections often come from the most unlikely conversations. By staying on the right track, delivering real value, and being willing to go the extra mile, new opportunities naturally present themselves.”
Efficient Leadership Style
If you had to describe your leadership style in one word, what would it be, and why?
Gergely responded, “Empathic. Everyone has their own unique ‘magic button’—the thing that truly motivates them. Great leadership isn’t about forcing a single approach onto others; it’s about understanding what drives each individual and adapting accordingly. Teamwork is the foundation of success, and when people feel valued, motivated, and empowered, their success naturally translates into the success of the business. Long-term growth is always built on strong, collaborative teams.”
While Mark added, “Decisive: I’m confident in my abilities to assess situations, analyze all information given, and move forward with a plan without overthinking a task. I am confident in my choices and actions and trust my judgment. I take full ownership of tasks and decisions whether the results are positive or negative. My leadership style has helped me build teams that have confidence in my actions that provide them with clear communication, clarity, and purpose, to achieve targets and goals efficiently.”
Turning Challenges Into Opportunities
Embracing challenges often lead to unexpected outcomes. We asked both the founders, “What’s a challenge you faced that turned into an unexpected opportunity?”
Mark explained, “While conducting market research for a client’s concept, we uncovered a gap in the industry that no one was addressing. Although the client ultimately decided not to move forward with that particular idea, we saw the potential and kept the insights in mind. Later, another client came to us looking for a fresh, innovative approach, and we were able to guide them toward filling that exact market gap. This experience reinforced the importance of thorough research—not just for individual projects but for spotting new industry trends and opportunities before they happen.”
Transforming The Industry
We ended the session by asking, “If you could change one thing about the industry you work in, what would it be?”
“Transparency. I would love to see more honesty and openness in the hospitality industry. Too often, I’ve seen investors and aspiring restaurateurs receive poor advice—either being told their idea will work without a proper assessment or not being given the full picture before committing their time and money. Many consultants see clients as just a paycheck, but I believe in giving them the facts, the risks, and the reality, so they can make truly informed decisions. The industry would be much stronger if more people prioritized integrity over short-term gains.” Gergely and Mark shared.
Follow Gergely Szabo on LinkedIn.
Follow Mark Towning on LinkedIn.
Find ZEORA Hospitality on LinkedIn and visit their website https://www.zeorahospitality.com/
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