About Us
Real People. Real Results.
Who We Are
We’re a team of consultants who combine real‑world experience, creative strategy, and operational expertise to help businesses run smarter and grow stronger. From restaurant operations and licensing to branding, photography, and business development, we bring a practical, people‑first approach to every project. At ELR, you don’t just get advice — you get partners who show up, solve problems, and support your vision.
Who We Serve
We serve entrepreneurs, restaurant owners, food‑truck operators, and small businesses who need real guidance—not guesswork. Whether you’re launching, growing, or rebuilding, we help you navigate operations, licensing, branding, and strategy with clarity and hands‑on support.
Matt Roman López
Matt Roman López is a bilingual English–Spanish consultant, creative, and industry veteran with more than 30 years of experience shaping restaurants, brands, and teams across the United States and Mexico. His career began in multi‑unit restaurant operations, where he learned to lead under pressure, build high‑performing teams, and turn complex challenges into repeatable systems. That foundation expanded into international consulting in Mexico, helping businesses navigate cultural nuance, operational structure, and the realities of launching and scaling in diverse markets.
Matt’s expertise extends far beyond operations. As a licensing and permits specialist, ServSafe Proctor, and notary, he guides entrepreneurs through the technical details that make a business legitimate and sustainable. As a photographer, graphic designer, and author, he brings storytelling, visual identity, and creative strategy into every project. His media training ties it all together — sharpening how brands communicate, how leaders present themselves, and how businesses show up in a crowded world.
Fluent in English and Spanish, Matt bridges communities, industries, and ideas with clarity and authenticity. Whether he’s helping a restaurant open its doors, designing a brand from scratch, or coaching a client through their first public‑facing moment, he brings the same commitment: real experience, real strategy, and a genuine investment in helping others succeed.
Oscar Reyna López
Oscar Reyna López is a bilingual English–Spanish restaurant and hospitality consultant with more than two decades of experience leading operations, developing high‑performing teams, and building scalable systems across the restaurant and bar industry. His career was shaped inside some of the most demanding hospitality environments in the United States, where he earned a reputation for operational discipline, calm leadership under pressure, and a rare ability to turn complexity into clarity, structure, and consistent results.
With a background that blends hands‑on operational expertise and deep knowledge of financial analysis, labor strategy, forecasting, organizational development, and guest experience, Oscar approaches hospitality from both the floor and executive levels. He believes successful concepts are built not on trends, but on systems that drive consistency, accountability, profitability, and long‑term sustainability — all while preserving the character and human connection that define great hospitality.
Throughout his career, Oscar has played key roles in new‑store openings, multi‑unit operations, leadership development, scheduling and labor optimization, training culture, and operational recovery. Known for his analytical mindset and composed, strategic approach, he often serves as the grounding force in ambitious projects — helping businesses slow down, evaluate opportunities with intention, anticipate operational blind spots, and make decisions that support lasting growth rather than short‑term momentum.
Oscar bridges operational precision with a warm, people‑centered leadership style that resonates with owners, managers, and frontline teams alike. Whether guiding a new concept from idea to launch, strengthening internal systems, or supporting businesses through periods of transition, he brings a steady, experience‑driven perspective rooted in clarity, adaptability, and sustainable success.
