About Our Consulting Firm

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Redefining Dining. Reimagining Hospitality.

At the core of every exceptional hospitality experience is food—it brings people together, tells a story, and leaves a lasting impression. Ulrich Consulting is a hospitality consulting firm based in Scottsdale, AZ, with a deep network of industry specialists in marketing, design, and business strategy. We partner with hotels, food halls, malls, and corporations to craft innovative, revenue-driven dining concepts that captivate guests and maximize operational efficiency.

With decades of experience in F&B operations, project management, and strategic growth, our firm understands the art and science behind creating culinary destinations that stand the test of time. Whether developing a boutique hotel’s signature dining experience, revitalizing a shopping mall’s food offerings, or building a food hall from the ground up, we craft dynamic spaces where food becomes more than sustenance—it becomes an experience.

Let’s build something remarkable together.

Nicole Ulrich

"I enjoy crafting unique and memorable dining experiences for my clients, assessing how current systems can be optimized, and building a runway for sustained success in the hospitality industry and beyond."

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Visionary Leadership in Hospitality & Food Hall Development

Nicole Ulrich is a dynamic, results-driven executive with 29 years of experience in hospitality operations, project management, and business development. She has played a pivotal role in designing, launching, and managing some of the industry's most recognized food halls, boutique hotels, and F&B operations—overseeing everything from tenant curation and guest experience to financial strategy and operational excellence.

Nicole has led the development and success of multi-million-dollar projects, including full-service and boutique hotels, standalone restaurants, food halls, and Alamo Drafthouse Cinema locations. Her leadership was instrumental in the award-winning F&B programs at The Garage Food Hall and the boutique Bottleworks Hotel—both of which earned prestigious recognition from TIME’s World’s Greatest Places and National Geographic Traveler Hotel Awards.

Renowned for her ability to unite strategic vision with hands-on execution, Nicole is a sought-after expert in food hall development, restaurant and hotel operations, and building operational infrastructure that drives lasting success.

Beyond her work in hospitality, Nicole is passionate about mentorship and leadership development. She serves as a Guest Experience Coach, Small Group Leader, and Mentor through her church and various nonprofit organizations in the Phoenix community.

Guided by a steadfast commitment to excellence, an entrepreneurial mindset, and a deep passion for creating outstanding hospitality experiences, Nicole continues to be a leading force in food hall development and hospitality innovation

Proven Expertise in Hospitality Success

Nicole’s background includes:
✔ Food Hall & Concept Development – Designing and launching thriving hospitality spaces that attract and retain both tenants and guests.
✔ Operational Efficiency & SOPs – Implementing proven systems and procedures to streamline business operations.
✔ Project & Construction Management – Overseeing complex multi-million-dollar projects from vision to execution.
✔ Guest Experience & Brand Strategy – Elevating hospitality brands through exceptional service and strategic marketing.
✔ Financial Planning & Profitability – Driving bottom-line growth through P&L oversight, lease negotiations, and business development.

What Our Clients Say

I had the pleasure of collaborating with Nicole and her team while she spearheaded the opening of the wildly successful Garage Food Hall in Indianapolis. Nicole demonstrated exceptional thoroughness and a keen eye for detail, ensuring that every aspect of the food hall met the highest standards.

Nicole's extensive knowledge and expertise in project development were evident throughout the process. She adeptly coordinated with various stakeholders, from vendors to designers, ensuring that the collective vision was realized. Her leadership and commitment to excellence have left a lasting impact on the success of The Garage Food Hall

Adam

Owner-Poke Guru

From Vision to Reality: Hospitality in Action

Ulrich Consulting transforms food halls, hotels, and mixed-use spaces into dynamic culinary destinations by combining strategic operations, design, and tenant curation. They create memorable dining experiences that appeal to a wide range of guests and enhance community, brand identity, and profitability.