the mechanics behind high performing venues
Founded by Industry Veteran Toby Steele
At Steele Service Co., we don’t just advise on hospitality, we actively build and transform it alongside you. Founded by industry veteran Toby Steele, our consultancy is built on a genuine partnership model.
We don't just drop off recommendations and disappear; we stand shoulder-to-shoulder with your team from day one. From initial auditing and strategy to hands-on floor execution, rollout, and ongoing follow-up, we are with you every step of the way to ensure lasting, measurable success.
Living the Branson Ethos
Living and breathing airline culture during his leadership roles at Virgin Australia, Toby deeply aligned with the famous philosophy championed by the Virgin Group founder.
"When you look after your people, your people look after your customers, and your customers look after your business."
-Sir Richard Branson-
This core belief is embedded into the DNA of Steele Service Co. True service excellence cannot be forced through mandates; it must be cultivated through supportive culture, personal pride, structured training, and clear operational scaffolding. When front-line teams feel valued, well-trained, and equipped with the right tools, from professional corporate wardrobe selections to custom leadership pathways they deliver exceptional guest experiences that naturally expand your bottom line.
Our Charter
Commitment to Quality: Deliver clear, actionable advice and world-class training tailored specifically to regional and local venues.
Accountability: Measure our success by your operational efficiency, staff retention, and financial performance.
Continuous Support: Provide ongoing guidance, resources, and updates to ensure your team remains ahead of industry trends.
Bridging the gap between high level boardroom strategy and the everyday realities of frontline hospitality execution.
Built on Experience. Driven by Strategy. Executed with Excellence.
From Commercial Aviation to Hospitality Excellence
Toby’s foundational leadership approach was forged across multi-venue community clubs, luxury hotels, independent food and beverage ventures, and global commercial aviation.
During his time in commercial aviation with major carriers including Qantas, Air New Zealand, Singapore Airlines and Virgin Australia, Toby developed a deep respect for strict standard operating procedures (SOPs), high-stakes safety compliance, and disciplined team execution. Writing complex emergency and regulatory manuals under tight deadlines taught him that seamless, world-class service isn't accidental, it's meticulously engineered.
Steele Service Co. brings this exact Aviation-Grade Rigor to hospitality, translating airline-level standard operating procedures and training methodologies into daily floor operations, cellar management, and guest touchpoints for venues, hotels and clubs.
What We Align With
End-to-End Partnership: Being there from the initial diagnostic through implementation, staff training, and ongoing post-launch review to ensure changes stick.
Aviation-Grade Precision: Bringing structure, clear SOPs, and systemized workflows into fast-paced venue environments to remove friction and bottlenecks.
Front-Line Realism: Building systems designed by people who have actually worked behind the bar, managed floor shifts, and led complex multi-venue teams.
People-First Leadership: Investing heavily in workforce culture, leadership pipelines, and team pride to reduce turnover and build long-term staff loyalty.
Measurable Commercial Yield: Ensuring that every audit, beverage calibration, marketing strategy, and training masterclass is directly tied to growing net profit and guest lifetime value.
Our Values
Partnership First: We don't just consult from afar, we work alongside your board, management, and frontline staff to deliver real results.
Uncompromising Standards: From cellar craft to executive leadership, we preach and practice excellence in every aspect of hospitality.
Commercial Mindedness: Every service, audit, and strategy we implement is designed with a clear focus on improving financial performance.
Authentic Service: Hospitality is about people. We prioritize genuine connection, continuous growth, and operational integrity.