every guest - every meal - every time
Servant Leadership Team
At Provider Food Service, our Servant Leadership Team is united by a commitment to excellence, hospitality, and client success. Our leadership brings decades of strategic, operational, and culinary expertise to every dining program we support.
RODNEY COUCH
Founder & CEO
Rodney Couch is the Founder and Chief Executive Officer of Preferred Hospitality, Inc., the managing entity for Market Broiler Restaurants and Provider Contract Food Service. A servant leader at heart, Rodney believes the strength of any organization begins with empowering its people. His leadership philosophy centers on supporting teams, developing talent, and fostering a culture rooted in integrity, accountability, and respect.
As CEO, Rodney guides the company’s long-term strategic vision while remaining deeply committed to the individuals who bring that vision to life. He oversees strategic planning, organizational leadership, site selection, concept and design consultation, and S.W.O.T. analysis, while driving sustainable revenue, profitability, and responsible growth.
Rodney’s people-first approach has shaped a collaborative culture where innovation thrives and guest experience remains paramount. By leading through service, mentorship, and clear purpose, he continues to position the organization as a trusted partner in restaurant operations and elevated campus dining.
KEVIN CAFFEY
Vice President
Business Development
Kevin Caffey recently joined the Provider team, having spent the last decade working in administrative leadership roles at universities across Texas. His unique understanding of the challenges facing higher education leaders today enables him to better serve our newest clients. As Provider’s Vice President of Business Development, Kevin has the privilege to craft partnerships that support the unique strategic goals and campus communities for the clients we have the privilege of serving.
Increasing enrollment and retention, student satisfaction, and financial transparency are just some of the key performance indicators Kevin targets through Provider partnerships. Kevin is passionate about bringing an entrepreneurial approach to our programs, and believes that in order to achieve long term success, we must approach programs with a nimbleness not typically offered by traditional foodservice operators.
KEVIN RUNNING
Chief Financial Officer
Kevin Running serves as Chief Financial Officer of Provider Contract Food Service, bringing strategic leadership and financial expertise to guide the company’s growth and operational excellence. Since joining the organization in August 2017, Kevin has steadily advanced through the ranks, earning a reputation for his forward-thinking approach, collaborative leadership, and unwavering commitment to Provider’s mission.
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Kevin champions technological innovation and process improvements that optimize financial operations across the company. His deep understanding of organizational needs and keen strategic vision ensures that Provider remains agile, competitive, and well-positioned to deliver exceptional campus dining experiences. Kevin’s leadership not only strengthens the Accounting and Finance team but also supports the broader mission of driving innovation, efficiency, and success throughout the organization.
RAJESH MEHTA
Vice President of Finance
Rajesh Mehta serves as Vice President of Finance at Provider Contract Food Service, bringing more than 23 years of financial leadership experience in the foodservice industry. With deep expertise across accounting, treasury, audit, taxation, budgeting, forecasting, project management, and system implementations, Rajesh plays a critical role in strengthening the company’s financial infrastructure and operational performance.
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Known for his personable leadership style, Rajesh fosters a culture grounded in ethics, integrity, and mutual respect. His strategic oversight and disciplined financial management help ensure Provider’s continued growth, accountability, and long-term success in delivering exceptional campus dining and food service solutions.
MICHAEL KNOWLES
Director of Culinary Operations
Chef Michael Knowles serves as Director of Culinary Operations at Provider Contract Food Service, bringing more than 20 years of experience leading highly successful, multi-concept restaurants and food destinations. His culinary expertise and operational leadership play a pivotal role in shaping Provider’s chef-led, boutique approach to campus dining.
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A passionate mentor and coach, Chef Michael is deeply committed to developing and inspiring culinary teams. He excels in innovative menu development, drawing on his extensive exposure to global cuisines to create bold, balanced, and thoughtfully crafted dishes. With a strong emphasis on the seasonality of fish and produce, he brings a refined yet versatile perspective to every program—from fast casual concepts to elevated fine dining experiences.
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Chef Michael is instrumental in the development and evolution of Provider’s culinary programs, ensuring every guest, every meal, every time reflects excellence, creativity, and intention.
ROBIN HIGA
Director of Culinary Innovation & Operations
Robin serves as Director of Culinary Innovation & Operations at Provider Contract Food Service, overseeing the strategic direction, development, and execution of all culinary programs across our campus dining locations. He leads menu research and innovation initiatives, driving the creation of new menu items and promotional features that reflect Provider’s chef-led, boutique approach to food service.
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In addition to culinary development, Robin is responsible for training and mentoring culinary personnel, ensuring consistent execution of approved operating policies and procedures, ServSafe food safety standards, and best-in-class cleanliness practices across all units. Working closely with each Executive Chef, he helps maintain operational excellence and elevated dining experiences at every location.
Robin earned his degree from Kapi‘olani College of Culinary Arts in Honolulu, Hawaii, and brings a disciplined, innovation-driven mindset to advancing Provider’s commitment to quality, safety, and exceptional campus dining.
JESSICA GARDUNO
Director of Human Resources
Jessica Garduno serves as Director of Human Resources for Preferred Hospitality, Inc., providing strategic HR leadership in support of Provider Contract Food Service and its affiliated brands. For more than a decade, she has partnered with senior leadership to address complex business challenges with meaningful HR implications, helping shape policies and initiatives that strengthen operations and organizational performance.
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Jessica’s future-focused approach has led to the successful implementation of multiple policy enhancements and technology-driven solutions designed to support a dynamic and evolving workforce. Deeply engaged in the legislative landscape, she maintains expertise in complex employment regulations, including the Affordable Care Act and Wage and Hour Law, ensuring ongoing compliance with regulatory and legal requirements.
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A dedicated professional, Jessica has maintained her Senior Professional in Human Resources (SPHR) certification for over ten years. During her tenure with PHI, she earned her Juris Doctorate and is licensed to practice law in the state of California, bringing a unique legal perspective to human resources strategy, compliance, and organizational leadership.
DAVE WICKER
Director of Purchasing
Dave Wicker leads purchasing and supply chain strategy for Provider Contract Food Service, bringing more than three decades of experience in the food service industry. A respected veteran in procurement and distribution, Dave’s expertise ensures that Provider’s sourcing strategies align with the most competitive cost structures while maintaining uncompromising quality standards.
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Dave spent 13 years with US Foods, rising to Vice President of National Accounts for Southern California, where he managed large-scale partnerships and complex distribution networks. He later transitioned to the operator side of the industry, serving as Vice President of Purchasing for Claim Jumper Restaurants, overseeing procurement and supply chain operations across the organization. He also became a founding partner of West Coast Prime Meats, a premier supplier of high-quality meats throughout the western United States.
With deep knowledge across a broad spectrum of food service categories, Dave plays a critical role in supporting Provider’s financial performance, vendor partnerships, and sustainable sourcing efforts. He holds an MBA from the Anderson School of Management at UCLA and brings a disciplined, strategic approach to procurement that strengthens the company’s long-term success.
CASSANDRA
VAN BROEKHUIZEN
Director of Brand Marketing
Cassandra serves as Director of Marketing for Provider Contract Food Service, bringing more than 10 years of experience across food and beverage, hospitality, and nonprofit marketing. Her diverse background equips her with a well-rounded perspective on brand strategy, guest engagement, and experience-driven marketing within campus dining environments.
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With a constant eye on emerging market trends, Cassandra ensures that strategic marketing plans remain innovative, relevant, and ahead of the curve. From thoughtfully designed menu materials and promotional campaigns to high-impact “monotony breakers” that energize campus dining programs, she helps create experiences that impress guests beyond the plate.
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A data-driven strategist, Cassandra believes marketing is as much a science as it is an art. She provides senior leadership with meaningful metrics and performance insights, identifying what’s working, where opportunities exist, and the pathway toward sustained growth and engagement.
KEVIN MURRAY
District Manager
Kevin Murray brings more than 31 years of hospitality experience to Provider Contract Food Service, including eight years of leadership within the organization. Having served in multiple management roles supporting contract clients, Kevin has developed deep expertise in campus dining operations and student-centered hospitality.
For the past four years, he has led campus dining divisions as Campus Food Service Director, overseeing all dining venues, on-site catering, and menu deployment. Kevin is responsible for cultivating a positive food service culture, ensuring the delivery of premier-quality food and service, spearheading student engagement surveys, and accommodating special dietary needs for students and staff.
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Prior to joining Provider, Kevin spent 13 years with the Claim Jumper Restaurant group, working his way up to General Manager and gaining comprehensive operational experience. He attended Cal Poly Pomona, majoring in Economics, before launching his long-standing career in hospitality leadership.
STEVE TORTI
District Manager
Steve Torti joined Preferred Hospitality, Inc. (PHI), the parent company of Provider Contract Food Service, in 2014 as General Manager of the Market Broiler restaurant in Orange, California. Since then, he has demonstrated strong operational leadership and a deep commitment to hospitality excellence across multiple concepts.
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Steve began his restaurant career in 1989 with Claim Jumper Restaurants, where he quickly advanced from manager to General Manager. He later founded and operated his own company, Southstar Enterprises, a family-style restaurant and catering business in Pickens, South Carolina. Throughout his career, he has also held management roles with Golden Corral, Flat Rock Grille, Sticky Fingers Rib House, and The Fresh Market, gaining broad experience across diverse dining concepts.
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With a strong specialization in technology and POS systems, Steve brings a strategic operational mindset to the organization. He is passionate about developing training programs that reinforce polished, casual service standards and elevate the guest experience. In 2019, he was promoted to Regional Manager, where he oversees Market Broiler, MB Grille, and Provider locations, supporting operational performance, team development, and service excellence across the region.
SERGIO MENDEZ
Regional Manger
Sergio has been a cornerstone of Preferred Hospitality, Inc. (PHI) and Provider Contract Food Service since 1989. As one of the founding managers of the Market Broiler & MB Grille restaurant group, he has played a pivotal role in shaping the organization’s operational standards and guest experience.
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After arriving in the United States in 1985, Sergio began his career with Seafood Broiler Restaurants, gaining comprehensive training across all operational roles and quickly advancing to Supervisor. His expertise was instrumental in managing the new Market Broiler prototype in Orange—the first location within a mall, featuring higher customer traffic and an upscale design. The consistent increase in sales at this location stands as a testament to his operational skill and leadership.
Promoted to his current role in 2000, Sergio continues to oversee operations, mentor staff, and ensure that each location maintains the high standards of service, quality, and hospitality that define the Provider and Market Broiler brands.