Alex
Fraser

Alex’s journey in hospitality began in the kitchen, where he trained under a two-Michelin-starred chef and refined his craft at a Four Diamond restaurant. After completing a Culinary Apprenticeship Program, he broadened his expertise beyond the pass, moving into front-of-house operations and senior leadership roles as General Manager and Director of Operations for some of North America’s leading corporate restaurant brands.

With more than 50 restaurant openings to his name—including collaborations with world-renowned chef Wolfgang Puck—Alex brings a rare, end-to-end understanding of what makes a restaurant successful. He believes that a strong concept is the foundation of everything that follows: it defines the guest experience, informs operational flow, shapes the financial model, and ultimately determines whether a brand can scale with integrity.

As VP of Concept Development & Creative at The Fifteen Group, Alex oversees all new opening projects, leading the development of concepts that are both creatively distinctive and operationally sound. His work sits at the intersection of culinary, design, and business strategy—ensuring that vision and viability are always aligned.

Through his leadership, The Fifteen Group has recently launched 15G*Creative, a dedicated creative studio offering brand strategy, logo and identity design, website design, and CPG development. Built to support restaurants at every stage, 15G*Creative showcases the firm’s formidable creative chops and reinforces The Fifteen Group’s position as a true end-to-end partner in hospitality.