Seth S.
CEO of CRU | 15+ Years in Franchising | Search Fund Expert
Studied at David Eccles School of Business
Hiring Manager at CRU
Available Wednesday at 10:30 PM UTC
Questions? Start chatting with this coach before you get started.
Seth's Coaching Offerings
Define Your Investment Thesis
Build a compelling roadmap that attracts investors and guides your search
$327.755h of coaching
Build Your Investor Outreach Materials
Equip yourself with the tools to raise capital effectively
$327.755h of coaching
Craft Your Acquisition Financial Model
Build the financial model that drives smart deal decisions
$327.755h of coaching
Custom hourly · $69/hr
Get help with Deal Sourcing, Due Diligence, and .
Seth’s Search Fund & ETA Qualifications
Experience level: Executive
10+ people coached for Search Fund & ETA
Welcome to my profile! With over two decades of experience in the restaurant and franchise industry, I bring a wealth of knowledge to aspiring search fund entrepreneurs. As the CEO of CRU, one of the largest franchised nightlife chain in the US, and former President of Sunrise Restaurants (a division of WKS Restaurant Group), I have honed my skills in operational excellence and financial performance across multi-unit businesses. My background as a Vice President at GE Capital, where I originated loans for 30 different franchised restaurant brands, equips me with a unique perspective on financing and scaling businesses. Having coached 18 individuals, I am passionate about helping you navigate the complexities of search funds and achieve your entrepreneurial goals. Let's connect and strategize your path to success!
Seth can help with:
Deal Sourcing
Due Diligence
Investment Analysis
Industry & Company Targeting
Thesis Development
Process Roadmap
Operational Strategy & Support
Board & Investor Management
Funding Strategy
Investor Selection
About Seth
I am currently the CEO of one of the largest franchised nightlife chains in the US. I also broker restaurant chains and franchisors for those looking to exit their business. Previously, I worked in venture capital, private equity, and at a top 5 strategy consulting firm. I also owned and operated two small businesses. One failed, the other had a successful exit. In addition, I have worked in the restaurant space both at GE Capital, financing multi-unit restaurant franchisees, and as an operator of 200+ restaurants with $200MM in revenue, over the past 15 years. I hold a BS in Finance from the University of Utah where I co-founded both the Utah Entrepreneur Challenge and the University Venture Fund.
Why do I coach?
I’ve invested a lot into high- value coaches for myself and it changed my life. I’d like to help others in the same way.
Work Experience
CEO
CRU
February 2025 - Present
Hiring Manager
Cru Lounge is one of the largest franchised nightlife chain in the US. We have an amazing menu with small bites and specialty cocktails in a vibrant atmosphere with great music and almost 30 hookah flavors to choose from. We currently have 15 locations in 5 states with 7 more in development.
Advisor
National Franchise Sales
December 2023 - Present
Helping independent multi-unit restaurant chain owners sell for maximum value
Consultant
P1 Consulting
July 2023 - January 2025
Helping multi-unit restaurant owners improve systems, process, accountability, and most of all, profit, in their businesses
President of Sunrise Restaurants
WKS Restaurant Group
August 2019 - December 2023
Hiring Manager
Responsible for all operational and financial performance of 127 Denny's restaurants across 16 states. Sunrise Restaurants is a subsidiary of WKS Restaurants where we recruit and train the most effective leaders in the restaurant industry. I'm so excited to be part of the WKS team! • Successfully led team of 4,000 through pandemic, resulting in sales in positive sales comps YTD 2022 over 2019 after being down 85% comp at beginning of pandemic. • Re-designed processes used for recruiting and hiring through HRIS and operational changes to reduce time to apply from 20 minutes to 3 minutes during “great resignation” for all WKS entities. • Developed and executed plan to open 90% of store 24/7 just 6 months after “great resignation” while only 50% of Denny’s system was 24/7 for another 18 months, resulting in stronger sales by winning late night. • Developed new systems for tracking and managing labor when traditional systems were insufficient. • Developed new hybrid security strategy to reduce high security costs in high crime areas. • Contributor on marketing committee for Denny’s Franchisee Association
Owner
Restoration 1 of Orange County
January 2017 - April 2020
Hiring Manager
Restoration 1 specializes in water mitigation and mold remediation in Orange County, CA • Provided leadership and strategic direction on a weekly and daily basis to management and key employees. • Coached and trained other franchisees around the western U.S. • Led our team to being among top 10 franchisees nationwide in sales by third month of inception. • Successfully exited during pandemic, returning investor 5.0x cash-on-cash in just 3 years.
Vice President
GE Capital
September 2011 - September 2016
Originated loans nationally, working with 30 different franchised restaurant brands throughout the US.
Owner
Customform Countertops
August 2006 - October 2008
Hiring Manager
Managed all day-to-day operations in buyout and management of countertop company. • Raised equity and obtained a commercial acquisition loan to purchase $2 million countertop company. • Grew business by 33.5% in first full year by adding very profitable, complementary product line. • Managed up to 30 people and oversaw hundreds of construction projects each month.
Analyst
Sorenson Capital
September 2004 - September 2005
Built detailed financial models and returns models, screened incoming deal flow and performed due diligence for $650 million PE fund. • Assessed incoming deals for potential investment. • Performed in-depth due diligence on business’s operations, financials, and management teams. • Worked with lenders to raise debt capital for middle-market leveraged buyouts.
Consultant
Monitor Group
September 2002 - September 2004
Interviewer
Served in strategy group, marketing group, internal investment bank, and venture group to conduct and analyze financial and strategic analyses for a variety of clients. • Quantified and assisted in developing marketing strategy for $16 billion pharmaceutical sales opportunity. • Developed turnaround plan for unprofitable power rental division of large private company. • Developed successful strategy for large grocer to compete against Walmart. • Interviewed and assisted in selecting candidates for hire at top 10 US colleges/universities.
Analyst
vSpring Capital
September 2001 - September 2002
Performed due diligence and screened all incoming deals for $400 million venture fund focused on IT and biotech. • Screened incoming deals for potential investment. • Built the fund’s first model to estimate potential returns in potential and current investments. • Performed product, mgmt., and company due diligence to assess viability of new products & technologies. • Completed due diligence books for each investment to prepare fund for first SBIC audit.
Seth was also given offers to work at
Sorenson Capital
vSpring Capital
Monitor Group
Education
David Eccles School of Business
B.S., Finance
1999 - 2001
Activities and societies: Utah Entrepreneur Challenge, University Venture Fund, American Marketing Association, UTec