Foodservice industry veteran brings more than 35 years of culinary and equipment experience to The Viola Elevate Group team
The Viola Elevate Group is pleased to welcome Lawrence Parks as its new Culinary Sales Manager. With more than 35 years in the foodservice industry, Lawrence brings a unique perspective shaped by 20 years in culinary operations and more than 15 years in foodservice equipment representation.
Lawrence began his career in the kitchen, working his way from line cook to executive chef. Along the way, he gained a practical understanding of foodservice at every level of an operation. His range of experience across healthcare, higher education, institutional foodservice, multi-unit operations, casual dining, and fine dining exposed him to the operational demands of different service models and the daily realities faced by culinary teams and operators. That time spent on the operator side continues to shape how he approaches his work today.
“Lawrence has walked in the shoes of the people we serve every day: on the line, in the kitchen, and running operations. He understands that an equipment decision isn’t just about the equipment; it’s about the people, the operation, and the result. That perspective will make him an important resource for our customers, our manufacturing partners, and our own sales organization.”
— Mitch Marcotte, Managing Partner, The Viola Elevate Group
For the past 15-plus years, Lawrence has worked in equipment representation, collaborating with manufacturers, dealers, consultants, designers, and operators across the industry. His diverse background gives him an understanding of the realities of staffing, workflow, training, production demands, and the customer’s broader business objectives.
What connects both sides of his career is a practical approach to problem-solving. Lawrence believes the best equipment isn’t simply impressive in a demonstration; it needs to make sense in the real world and deliver measurable value once installed. That means considering the people using it, the workflow around it, and its impact on efficiency, consistency, productivity, and the larger operation.
As Culinary Sales Manager, Lawrence will use that knowledge to help customers evaluate equipment and emerging technologies through an operator’s lens. He’ll translate features and technology into practical applications, training, and operational outcomes that make a meaningful difference in day-to-day operations.
In the role, Lawrence will also work closely with The Viola Elevate Group sales team and manufacturing partners to connect culinary expertise with the broader sales process. This collaboration will help ensure customers receive a responsive, informed, and consistent experience from initial evaluation through implementation and training.