Bruce McAdams | Gordon S. Lang School of Business and Economics

Bruce McAdams

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


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 Restaurants.  His most recent role was as the company’s Vice President of Operations which he held from 2005 until 2009.

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 2011 McAdams founded the University of Guelph Sustainable Restaurant Project (UGSRP) and is currently its Executive Director.  Through yearly symposia, research programs and other activities, UGSRP brings together students, researchers, and industry to discuss and study issues of sustainability in food-service. McAdams also serves as the Graduate Program Coordinator for the Master of Arts in Leadership.

McAdams research activities focus on leadership and sustainability in food-service.  In 2016 he was named "Educator of the Year" by the OHI, and in 2017 he received an "Excellence Award in Service" from the North American chapter for the Principles of Responsible Management Education (United Nations) for his work with the UGSRP.  In 2018 he received a "Distinguished Professor" award for excellence in teaching from the University of Guelph Faculty Association and was recognized with a Research Impact Award from the College of Business and Economics.  He considers himself an advocate for a stronger restaurant industry and is regularly asked to give his thoughts and opinions on restaurant issues to major media outlets including the Globe and Mail, CBC Radio, The National, and NPR.

Follow me on Twitter

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


  • WSET Level 3 Award in Wines ands Spirits (QCF) 2014
  • Court of Master Sommeliers, Introductory Sommelier Course 2001

Professor McAdams research interests include sustainability issues within the foodservice industry.  He has co-authored several papers on food waste in food-service, and another article on how to introduce a triple bottom line approach in hospitality school restaurants.  He has written on sustainable employment models in the food-service industry as well as the social and economic impact 'tipping' has on restaurants and the hospitality industry.  Recent published articles have focused on leader prepardedness to manage employee mental helath in restuarants and the impact of the COVID-19 pandemic on restaurant sustainability strategies. 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 National", "The Current", and "Q."  Professor McAdams been a featured speaker at the Restaurants Canada as well as presenting his research internationally at conferences in Italy, Greece, the United States and Denmark.

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


Robinson, E., Gordon, R., McAdams, B. (2023) Assessing the Current Sustainability Initiatives of Canadian SME RestaurantsJournal of Hospitality and Tourism Insights (In Press)

McAdams, B., Robinson, E., Gordon, R. (2023) Investigating food waste generation at long-term care facilities in Ontario.  British Food Journal, 2023.

Robinson, E., McAdams B., Somogyi, S., Thomas-Francois, K. (2022)  Managerial decision-making during the COVID-19 pandemic and its impact on sustainability initiatives in Canadian foodservice businesses. Journal of Foodservice Business Research (1-29)

McAdams, B., Gallant, M. (2021) Full service restaurant leaders preparedness for managing employee mental health issues post COVID-19.  Journal of Human Resources in Hospitality and Tourism.  

Holmes, M. R., McAdams, B., Gibbs, C., D'Angelo, A. (2021)  Is the foodservice industry palatable by those looking to enter it? Journal of Foodservice Business Research,  Volume 24, Issue 5

McAdams, B., Elliot, S., LeBlanc, J. (2020) Drive by My Cellar Door:  Rethinking the Benefits of Wine Tourism in Niagara.  Tourism Analysis.  Volume 4 

McAdams, B., von Massow, M., Gallant, M., Hayhoe, M.A. (2019) A Cross Industry Evaluation of Food Waste in Restaurants.  Journal of Food Service Business Research. 22, no. 5 (2019): 449-466.

McAdams, B., Deng, A., MacLaurin, T.  (2018) Food allergy knowledge, attitudes, and resources of restaurant employees. British Food Journal. 120 (11) pp. 2681-2694

McAdams, B., von Massow, M., Gallant, M., (2018) Food Waste and Quality of Life in Elderly Patients Living in Retirement Living Communities.  Journal of Housing for the Elderly. Volume 33.

von Massow, M., & McAdams B. (2018)  Adding Another Tool to the Belt at Planet Bean. Journal of Hospitality and Tourism Cases.  Volume 6, Issue 4. 

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.

McAdams, B., & von Massow M. (2016)  A Fork in the road at the Foriegn Affair Winery.  Journal of Hospitality & Tourism CasesVolume 5, Issue 4.

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.


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 Introduction to Food-service Management (HTM*1700), and Leadership and Experiential Learning in the Hospitality and Tourism Industry (HTM*4080).  In 2019 McAdams was appointed to the position of Graduate Program Co-ordinator for the Master of Arts in Leadership.

2022 George D. Bedell Alumni Award.  School of Hospitality and Tourism Management, University of Guelph.

2020 National Magazine Awards B2B, Best Series of Articles. (Nominated and Honourable Mention) A Year in Niagara, Food Service and Hospitality Magazine

2018 College of Business and Economics, University of Guelph,  Research Impact Award   

2018 University of Guelph Faculty Association, Distinguished Professor Award for Excellence in Teaching  

2017 United Nations Principles for Responsible Management Education,  Annual Excellence Award for Service 

2016 Ontario Hostelry Institute, Gold Award Educator of the Year.  

2013 Student Senate Teaching Award, University of Guelph  

2011 Student Senate Teaching Award, University of Guelph  

2007 Ontario Hostelry Institute, Fellow of the Institute  


Academic Conference Presentations (Refereed)

Gordon, R. & McAdams, B. (2023) Exploring Post-secondary Students' Perceptions of the Quality of their Summer Tourism Jobs.  TTRA Canada Conference. Kingston, ON.  Received award for best academic paper.. Refereed National.

McAdams, B., Leblanc, J., & Gordon, R. (2022)  Wild or Farmed?  Chef's knowledge and attitudes toward wild-caught versus farm-raised fish. International Conference on Culinary Arts and Sciences.  Lyon, France, June 2022. (Hosted by the Paul Bocuse Institute) Refereed, International.  

Roy, H., Jha, D., & McAdams, B. (2022). The Impact of COVID-19 on Talent Management in Luxury Hotels: View from the United States and Canada. Paper presented at 2nd International ResearchRoundtable by Cesar Ritz College Switzerland, 9-10 March 2022. Virtual Conference. Refereed, International.

McAdams, Bruce. (2021)  The Ethical Dilemma of Food Waste in Long Term Care Homes.  Retaste - Rethink Food Waste, Virtual - Athens, Greece. Refereed, International.

Holmes, M., McAdams, B., Gibbs, C., D'Angelo, A. (2021)  Why do you want to work in the foodservice industry? CHME 2021 Council for Hospitality Management Education, Virtual-Sheffield, Great Britain.  Refereed, International.

Holmes, M., Murray, W., McAdams, B., Elliott, S., & Lutes, B. (2020) Workplace and Gender Issues in the Food and Beverage Services Industry. ASAC 2020, Administrative Sciences Association of Canada, Virtual-Canada, Refereed, National.

McAdams, B., Elliott, S., & LeBlanc, J. (2017). Beyond the Cellar Door, A Look at Consumer Decision-Making in Choosing to Visit Boutique Wineries.  Wine and Culinary Tourism Futures, Kelowna, British Columbia, Canada.  Refereed, National.

McAdams, B. (2017). Creating a Foodscape at a Hospitality School.  International Conference on Culinary Arts and Sciences, Copenhagen, Denmark. Refereed, International.

Leblanc, J., Flaherty, J., & McAdams, B. (2016). Words Matter: The impact of 'catchy' versus conventional course titles on student interest.  Graduate Student University Teaching Conference, Guelph, Guelph, Ontario, Canada.  Refereed, National.

McAdams, B., von Massow, M., & Hayhoe, M. (2015). The Service Factor - Can grocery stores compete with restaurants by improving service?  9th International Conference on Culinary Arts and Sciences, Montclair, New Jersey, USA. Refereed, International.

McAdams, B. & von Massow, M. (2015). A House Divided - Evaluating Relationships between Front and Back of House in Restaurants.  9th International Conference on Culinary Arts and Sciences, Montclair, New Jersey, USA. Refereed, International.

von Massow, M. & McAdams, B. (2015). Local Foods in Restaurant Supply Chains: A Survey of Chefs in Metro-Vancouver.  9th International Conference on Culinary Arts and Sciences, Montclair, New Jersey, USA.  Refereed, International.

McAdams, B., Maclaurin, T., & von Massow, M. (2014). Farmer's Markets: Assessing the Value of Accreditation Systems to Assure Local Production and Authentic Terroir.  Perugia Food Studies Conference, Perugia, Italy.  Refereed, International. 

McAdams, B. & von Massow, M. (2013). Enhancing Student Learning in Sustainable Practices by Incorporating a Triple Bottom Line Approach in a Restaurant Operations Course.  2013 International Conference on Tourism and Hospitality Management, Athens, Greece.  Refereed, International.