James Forsland
Alora Social Mediterrean Restaurant
Concord
2027
years of professional experience
Enthusiastic and proactive Sales/General Manager with over 20 years of experience skilled in leading diverse teams and driving results with a high level of execution and accountability. Proven track record of achieving high customer satisfaction and loyalty with customer-focused solutions. Possess strong communication, coaching and training skills to drive positive sales volume.
Work History
General Manager
- Ensures the restaurant runs efficiently from opening to closing
- Coordinating both (FOH) and (BOH) operations, and overall guest experience
- Hiring, training, supervising, coaching and motivating all staff
- Create schedules, manage labor costs, and foster a positive work environment
- Manage budget, income and expenses, analyzes profit and loss, cost-saving measures, financial performance and profitability
- Ensure high levels of customer satisfaction, handles complaints, service quality, marketing strategies to retain patrons
- Manage inventory levels, orders supplies, and minimize waste while maintaining quality standards
- Maintain a safe, secure, and sanitary environment, health and safety regulations and ensure staff follow procedures
General Manager
- Successfully managed a high paced restaurant through exceptional service and family value
- Grew the business by working with our communities and local businesses to build loyalty and trust
- Manage 19+ employees schedules and tasks providing constructive criticism and education as needed
- Managed POS SmartTab to monitor and analyze sales numbers to hit sales goals weekly & monthly
- Arrange and organize contracted private and catering events of all types to drive the bottom line
- Work with all our food and beverage vendors to ensure good pricing, orders and communication
Sales Manager
2 Years- Grew business 4.21% case volume, 16.63% in net sales and 11.87% gross profits in 1st year over prior
- Managed $28 million dollar in Net Sales in 2023 in all segment retailer channels large and small
- Lead a winning team providing a top-notch level formula of excellence and customer service
- Utilized sales reports and metrics data with understanding of market share to increase profits
- Developed and managed a sales process including accountability for 9 Account Managers
- Drove mandated distribution and displays with retailer partnerships while holding accountability
- Worked directly with the team to coach, provide resources and solutions to grow the business
Northern California Market Manager
2 Years- Grew total product distribution by 28%, case equivalence and revenue by 32%
- Held meetings with large/small chain stores for activation, innovation, shelf position and price
- Worked with wholesalers to drive distribution, volume, revenue, margins, price, freight FOB
- Direct work with sales representatives to drive distribution, awareness and sales coaching
- Presented monthly/quarterly/annual wholesalers meetings to drive sales, profits, set goals and forecasting
- Used sales metrics like IRI data to understand trends, market share and competition to drive sales
- Lead Director Brand Ambassador for all special events, festivals, tastings and promotions
Sales Manager
9 Years- Grew business from 6 million case equivalence to 8 million over tenure with the company
- Only comparative General Market in Ca with positive growth of 2-5% year over year 5 years straight
- Responsible for 54% of company sales equaling approx. $96 million in total annual revenue
- Managed 900 accounts large/small format including independent, c-stores and large box chains
- Utilized sales reports and metrics data with understanding of market share to increase profits
- Developed a sales process including accountability for 35 district managers and sales reps
- Managed 30 suppliers with monthly/quarterly/annual planning meetings to drive business
Senior Manager
3 Years- Grew the business by working with our communities and local businesses to build loyalty and trust
- Organized all special events, banquets, speaker presentations in our banquet facility
- Performed monthly and quarterly analysis of pour, wine, food and labor cost to balance the prime
- Performed employee scheduling, monthly liquor inventory counts, daily menu, food pairing
- Maintained successful supplier/distributor relations with Southern, Young’s, Pacific, Wine Warehouse
- Quarterly planning meetings with BIA, City Council, Restaurant Assoc and Chamber of Commerce
General Manager
4 Years- Grew from $2mil annual revenue to $4mil and opened a secondary location from the ground up
- Successfully managed a high paced restaurant through exceptional service and family value
- Arrange employee scheduling, daily specials and accountability for restaurant daily income
- Supervised, recruited and trained a floor staff of over 40 personnel daily
- Arranged all private and commercial banquet events
- Weekly relations with Chamber of Commerce, Fire Department, Downtown Business Association
- Maintained inventory and managed labor costs, pour costs and food costs
Education
- Recreational Administration, Business Administration, Nutritional Science
- General Studies, Nutrition
- General Studies, Music Theory, Nutrition
Skills
Cal Poly English Project Award
SLO Recycling
Computer/POS Literacy Microsoft Office
POS Toast
Micros
Aloha
SmartTab
Encompass Technologies
VIP & Power Bi
CA Certs Sexual Harassment
Food
RBS Alc
Certificate of Nutrition and Fitness
Qualifier
U.S. Biathlon Northern Championships
Semi-Professional Goalkeeper
Bicycle Racing
GS San Luis
Cal Poly Wheelmen
Wildflower Triathlon
4 top 3 finishes
Director
Cal Poly Disabilities and Ethnic Day
Team Leader
Wildflower Triathlon
Supervisor
Branch Elementary Sun and Fun
Director
Atascadero Carnival
Ropes Course Assistant
Camp Ocean Pines
Promotions Assistant
Hind/Wells
Teachers Aid
Dana Elementary
Head Coach
Laguna Jr High Track SLO
Timeline
Sales Manager
Reyes Coca-Cola Bottling Company
01.2022 - 01.2024Read More
Northern California Market Manager
Ace Cider Company
01.2019 - 01.2021Read More
Sales Manager
Bay Area Beverage
01.2010 - 01.2019Read More
Senior Manager
Walnut Creek Yacht Club
01.2007 - 01.2010Read More
General Manager
Giuseppe's Restaurant
01.2003 - 01.2007Read More
Monterey Peninsula College
from General Studies, Music Theory, Nutrition
Read More
Cuesta Community College
from General Studies, Nutrition
Read More
General Manager
Alora Social Mediterrean Restaurant
2025 - CurrentRead More
General Manager
1515 Restaurant & Lounge
2025 - 2025Read More
California Polytechnic State University
from Recreational Administration, Business Administration, Nutritional Science
Read More