Experience
International perspective. Operational understanding.
Hospitality looks different in Lima, Madrid or Dubai — different guests, products, teams and rhythms of service. Working across these contexts builds a practical sense of what transfers between markets and what must be adapted.
- 01PeruHome market
- 02United States
- 03Germany
- 04Spain
- 05Argentina
- 06United Arab Emirates
Brands and concepts in his career
Guillermo’s professional path is connected to hospitality brands and concepts including the following. They are listed as part of his career history only; they are not clients of Guillermo Roque Consulting and do not endorse the firm.
- La MarExecutive Chef, Buenos Aires (2022 – 2023) · earlier Junior Sous Chef and Training Chef, Lima and San Francisco (2006 – 2011)
- TantaExecutive Chef, Buenos Aires (2022 – 2023)
- Barra ChalacaExecutive Chef, Buenos Aires (2022 – 2023)
- MaytaChef de Cuisine, Lima (2023 – 2024)
- KillaExecutive Chef and concept creation, Salt Lake City (2024 – present)
- Brass Grill & BarExecutive Chef, opening, Peru (2024)
Experience case
Killa — building a Nikkei concept in the United States
- Objective
- Create and develop the culinary proposition of Killa, a Nikkei (Peruvian-Japanese) restaurant concept, for the US market.
- Guillermo’s responsibility
- Executive Chef, travelling to the United States to create the concept’s culinary identity and lead the kitchen operation.
- What he did
- Defined the culinary identity of the concept
- Created the menu and continues to evolve it
- Standardised recipes and processes
- Trained the team
- Leads the kitchen operation
- Results
- —
Featured project
Mercado 28 | Lima, Peru
Over one year, Guillermo led the end-to-end development, implementation and progressive commercial opening of ten food concepts at Mercado 28, a space that brings many culinary cultures together under one roof, with locations in Miraflores and Surco.
- concepts opened
- 10
- year-long project
- 1
- new concept per month
- ~1
- cooks trained per concept
- 3+
- Cuisines
His career, travels and knowledge of different food cultures allowed him to turn international trends into original propositions.
- Responsibility
Working with the partners and the marketing team, he was responsible for turning each commercial proposal into a viable food concept, developing its culinary identity, products, menus and operating structure.
- Pace
The project was a continuous cycle of innovation and openings: roughly one new concept every month, while planning the next ones in parallel.
- Scope of work
- Trend research
- Concept development
- Recipe creation and standardisation
- Menu testing
- Food cost analysis
- Process planning
- Training of at least three cooks per concept
- Central production
He designed a centralised production model to optimise resources, simplify processes and ensure efficiency, quality and consistency during service.
- Outcome
All ten concepts reached their commercial opening, completing a project that combined creativity, cultural diversity, operational management and business vision.
His aim throughout was to create propositions that surprise and connect with people, where tradition, innovation, flavour and presentation come together in memorable dining experiences.
Featured project
Perú Suyo | Lima International Airport, Peru
Guillermo took part in the end-to-end development of Perú Suyo, a food project created to represent the diversity and richness of Peruvian cuisine inside Lima International Airport.
- The challenge
Adapting traditional dishes to an airport setting whose technical and safety restrictions limited the use of conventional open flame.
- Propositions
Working within these conditions, he developed several food propositions, incorporating influences from different culinary cultures.
- Scope of work
- Concept development
- Product creation
- Recipe adaptation
- Operating processes that preserved the identity, quality and presentation of each proposition
- Central production
He designed a strategy based on centralised production, combining sous-vide cooking, electric ovens and induction. This model moved the most complex processes to an external production kitchen and simplified final preparation and service at the points of sale.
- Training
He was responsible for training the kitchen teams who would later run the daily operation, and for transferring the technical know-how to them.
- Scope of role
His involvement concluded with the handover of the concepts, staff training and launch. Day-to-day operations were then taken over by another company.
Perú Suyo was a challenge in culinary innovation, where creativity, technological adaptation and operational efficiency came together to preserve the essence of Peruvian cuisine. The aim was to create experiences that let travellers discover, enjoy or remember the flavours of Peru.
From Killa’s menu
Dishes created by Guillermo Roque for Killa, shown as examples of his culinary work.
Areas of Expertise
Documented case studies will be added here as they are prepared and approved for publication.
Concept development
Turning an idea into a defined proposition, guest and offer.
Openings
Planning the launch and building operating foundations before day one.
Menu architecture
Coherent, executable menus aligned with concept and costs.
Standardisation
Recipes, procedures and routines that make quality repeatable.
Operational management
Processes, waste and cost control in day-to-day operation.
Team development
Training kitchen and service teams to a shared standard.
Let’s build your next hospitality project.
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