Bruce McAdams

Assistant Professor
School of Hospitality, Food and Tourism Management
Phone number: 

Find Related People by Keyword



Professor McAdams joined the faculty in January of 2009 after more than twenty years leadership experience in the Ontario hospitality industry.  After starting his management career in operations and training with Darden Restaurants, McAdams joined Toronto based fine dining company Oliver & Bonacini Restaurant.  His most recent role was as the company’s Vice President of Operations which he held from 2005 until 2008.

McAdams has taught “Leadership” to Food and Beverage Management students at George Brown College and received his introductory sommelier accreditation in 2001 from the internationally recognized Court of Master Sommeliers.  In 2007, McAdams was inducted as a “Fellow” of the Ontario Hostelry Institute (OHI) for his work in creating and Chairing the OHI’s Top 30 under 30 program which recognizes Ontario’s most promising hospitality leaders. In 2016 McAdams was named "Educator of the Year" by the OHI.

Follow me on Twitter


  • M.A. (Leadership), University of Guelph 2009
  • B.Comm., Hotel & Food Administration, University of Guelph 1989

Research Interests

Professor McAdams research interests include sustainability issues within the foodservice industry.  He has written papers on both bread and plate waste as well as how to introduce a triple bottom line approach to hospitality school restaurants.  His most recent work has been on tipping and it’s social and economic effects on restaurants and the hospitality industry.  McAdams is frequently asked to share his research and opinions with the media.  His work has been featured in the Globe and Mail, National Post and Toronto Star.   He has also been interviewed on NPR and CBC programs ‘The Current’ and ‘Q with Jian Ghomeshi’.

McAdams founded and is the Director of the University of Guelph Sustainable Restaurant Project. (UGSRP) The project supports both faculty and student research in areas of restaurant sustainablity. Each year UGSRP hosts a Symposium that brings together industry, students, and faculty to discuss specific themes in regards to restaurant sustainability. Information on UGSRP can be found at



Flaherty, J., McAdams, B., LeBlanc, J., (2017) Words Matter: The Impact of "Catchy" vs. Conventional Course Titles on Student Interest. The Canadian Journal for the Scholarship of Teaching and Learning, Volume8, Issue 1.

McAdams, B., & von Massow, M. (2016). Tipped out: How do gratuities affect restaurant operations?. Journal of Foodservice Business Research, 1-15.

von Massow, Mike and McAdams, Bruce (2015) "Table Scraps: An Evaluation of Plate Waste in Restaurants. Journal of Foodservice Business Research, Volume 18 Issue 5

McAdams, Bruce and von Massow, Michael, (2013) “Enhancing Students Learning in Sustainable Practices through Incorporating a Triple Bottom Approach in a Restaurant Operations Course”. Tourism Issues. Volume 16. Tourism Research Institute, Athens Greece.


Current Courses

Professor McAdams teaches Industry Consultation (HTM*4190), the school’s fourth year ‘capstone’ course that challenges students to use knowledge gained from their first three years though the use of ‘real life, real time’ projects with industry partners. He also teaches Managing Service Quality (HTM*6550) in the Hospitality MBA program as well as a Co-op Leadership course. An ardent believer in experiential learning, McAdams is also the founder and academic advisor for the school’s Garden2Table project which sees HTM students educating local grade school children on making healthy food choices.