About the studio
Hospitality performance systems, built from inside the industry.
Service & Cellar helps hospitality venues improve sales, service standards, staff performance, beverage programs, operational systems, and guest experience.
About Service & Cellar
Service & Cellar builds hospitality performance systems for restaurants, wine bars, cocktail bars, boutique hotels, wineries, cellar doors, bistros, and owner-operated venues.
For premium wine-led venues, the work includes cellar door conversion, wine club growth, wine list performance, beverage profitability, founder narrative, and direct-to-consumer sales language.
For restaurants, bars, hotels, and owner-operated venues, the work expands into staff training, service standards, upselling, guest journey, SOPs, scheduling, communication systems, and team performance.
The work is founder-reviewed and commercially practical, with recommendations shaped by hospitality accuracy, service reality, wine language, operational sense, and clear client approval.
Founder-led, operator-reviewed.
Service & Cellar is led by Giulio Barducci, Executive Chef Patron and Wine Director at Toast & Oak in Queenstown, New Zealand.
Giulio is a CMS Certified Sommelier, placed 3rd at ASI Best Sommelier of New Zealand 2025, has experience in Michelin-starred restaurants, and has participated in Taste of Art. He has created and operated award-recognised wine programs where the list, menu, service rhythm, and guest experience have to work commercially, not just aesthetically.
That operator perspective shapes the studio's work: positioning should help a guest understand value, a team sell with confidence, and an owner see a practical path from audit to improvement.
Service & Cellar operates as an independent studio, separate from Toast & Oak, and avoids direct New Zealand competitor conflicts.
Why work with Service & Cellar?
The value is not generic marketing output. The value is founder-reviewed hospitality judgment: fine-dining operating experience, wine credibility, commercial awareness, service-floor reality, and the ability to turn complex hospitality problems into usable systems.
Service & Cellar is built for owners and operators who need clearer positioning, better guest decisions, stronger staff confidence, more consistent service, and more profitable hospitality systems.
First step
Start with the right first step.
For most venues, start with a remote review or online workshop: staff training, upselling, service standards, wine list, beverage performance, SOPs, or team training systems.
For larger needs, move into a remote project: beverage strategy, full training system, SOP creation, service systems, cellar door sales framework, or online implementation support.