NICE TO MEET YOU

F2 Consult was founded by Hai Oliveira, a hospitality professional with expertise in culinary arts, restaurant operations, and branding. With a degree in Culinary Arts & Management from the Institute of Culinary Education (ICE) and a Digital Marketing certification from Columbia University, Hai has worked in Michelin-starred restaurants and fast-growing hospitality brands. Before transitioning to hospitality, she spent 10 years in the fashion industry, sharpening skills in branding, storytelling, and business strategy, all of which now fuel F2’s approach to building standout food and beverage concepts.

At F2, we partner with industry leading professionals, from top-tier branding experts to Michelin-starred chefs and operational specialists, to help businesses develop strong identities, refine operations, and scale with confidence. Whether it’s launching a new concept, optimizing workflow, or expanding a brand’s reach, F2 delivers smart, no-nonsense strategies that drive real results.

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