Pilar Coffee Bar Franchise-item 2
Pilar Coffee Bar & Iced Treats – MARCH 2025
Any time you see a 🔎, that means that members of our staff have done SOME (not all) due diligence for our readers already. This marked information was not found in the FDD and could only be discovered by searching available public records.
Overview
Franchise: Pilar Coffee Bar & Iced Treats (Pilar Operations, LLC)
FDD Year Reviewed: 2025 (covers business through December 31, 2024
Industry: Food Service; Beverages
Notes: Publicly filed FDD obtained from the State of Illinois, as filed by the franchisor
Key Observations
ITEM 2 – BUSINESS EXPERIENCE
The franchisor discloses a long list of executive experience held by its leadership team. However, many of these bios appear incomplete, selectively curated, and at times, misleading. Several key facts relevant to evaluating the franchise team’s qualifications are omitted entirely.
Stephen Giordanella – CEO
Mr. Giordanella is listed with active and former management roles in more than 30 LLCs, many of which are affiliated with Mac and Cheese Franchise Operations, I Heart Mac & Cheese, and Cabo Flats restaurant entities.
🔎 Notably, Pilar Deerfield, LLC, believed to operate the brand’s flagship location, is not listed anywhere in Mr. Giordanella’s disclosed experience, despite public records linking him to that entity as an authorized representative.
Red Flag: The omission of the flagship unit's operating entity from the CEO’s bio calls into question the transparency of these disclosures. Given the volume of brands and entities he controls, it's unclear how actively involved he is in supporting franchisees day to day.
🔎 Our prior reporting on Mac and Cheese Franchise Operations, LLC has shown a pattern of litigation, franchisee dissatisfaction, and closures.
Delia Valles – Director of Finance
Ms. Valles is disclosed as having similar financial and management roles across many of the same entities as Mr. Giordanella.
🔎 Her Item 2 biography also omits any reference to Pilar Deerfield, LLC, despite being listed as an authorized representative of that entity in public filings.
Red Flag: The absence of direct operational leadership in the flagship store (or the decision to hide it) undermines trust in the disclosures.
Carlos “Max” Gonzalez – Director of Operations
Mr. Gonzalez is listed as having operations experience with Mac and Cheese Franchise Operations, LLC and Cabo Flats.
🔎 However, his biography does not mention Pilar Deerfield, LLC, despite public permitting records naming him as the individual who pulled construction permits for the flagship store.
🔎 In addition, Mr. Gonzalez’s biography omits a prior role as Food and Beverage Director at Wellington Equestrian in Wellington, FL from 2012 to 2015; a relevant role in hospitality management.
Red Flag: Omitting direct operational leadership in the only known Pilar location — and excluding relevant industry experience — weakens the case for operational credibility.
Joseph Amodio – Vice President of Franchise Development
Mr. Amodio’s disclosed experience includes roles at Dickey’s BBQ, Mac and Cheese Franchise Group, and as President of Fransales, Inc.
🔎 However, his role as an Area Developer for Tilted Kilt Pub & Eatery and franchise sales experience with Huddle House are omitted, despite being material to his track record in franchise sales.
Red Flag: Selective omissions in franchise development bios suggest an attempt to avoid disclosing affiliations with distressed or controversial franchise brands.
Kevin D. Ayers – Vice President and General Counsel
Mr. Ayers’ experience is primarily legal and compliance-based, including roles at YCA Franchising and in private practice.
Red Flag: There is no mention of franchisee advocacy, mediation experience, or operational oversight; only structural and legal background.
Summary of Concerns
Key roles and entities (including Pilar Deerfield, LLC) are omitted across multiple bios
Disclosures appear inflated with titles across inactive or marginally relevant entities
Prior leadership with controversial or distressed brands is not fully disclosed
Executives are heavily involved in multiple franchise systems, suggesting divided focus and limited availability to support franchisees
Reality Check: The leadership team is experienced in launching brands and selling franchises but not necessarily in operating sustainable, well-supported franchise systems. Franchisees should approach with caution and dig deep into executive backgrounds and affiliated entities before signing.
Because once you sign, it is too late for a reality check.
This report is based on publicly available documents, court filings, and the franchisor’s Franchise Disclosure Document (FDD) as filed with the State of Illinois. Interpretations, observations, and conclusions drawn herein represent the informed opinions of Franchise Reality Check™ and are intended to encourage deeper due diligence by prospective franchisees. This content should not be construed as legal, financial, or investment advice. Prospective investors should consult with a qualified franchise attorney and CPA before making any franchise purchase decisions.
