With Jack Muirhead, Academy Manager at MAD.

For decades, hospitality has pursued higher levels of craft and quality. Nerding out about the intricacies of roast profiles, TDS, and milk texture has yielded delicious results, and coffee now tastes better than ever. However, in focusing solely on the craft, have we obscured the need for other, more fundamental knowledge? As cultural, environmental, and financial challenges mount, we should ask ourselves: what is genuinely important to know, and how can we build our industry to endure?

Drawing on six years of conversations and education within the global hospitality community, Jack will discuss the changes that MAD sees as vital to ensuring that hospitality better becomes an industry and a career that strikes a balance between purpose and profit, while also prioritizing the well-being of both people and the planet.