Item 11 Analysis for Pilar Coffee Bar Franchise
Franchise sales presentations love to promise “turnkey systems,” “robust training,” and “world-class support.” But the real truth about how much help you’ll receive lies in Item 11 of the Franchise Disclosure Document (FDD). For anyone looking at investing in a Pilar Coffee Bar franchise, digging into this section is critical, and it reveals far more questions than answers.
Let’s go line by line through Pilar’s 2025 Item 11 and expose not just what’s disclosed but what’s missing, misstated, or deeply concerning.
What Item 11 Should Tell You
Under the FTC Franchise Rule, Item 11 requires franchisors to disclose:
Pre-opening assistance
Training programs
Ongoing operational support
Computer systems and technology obligations
Advertising and marketing programs
It’s supposed to be a roadmap of how the franchisor will help you succeed. But in Pilar’s case, the roadmap appears littered with detours, potholes, and plenty of hidden tolls.
Pilar’s Item 11: The Official Story
1. The Confidential Manual
Pilar says franchisees will receive a 74-page confidential operations manual.
Item 11 states the Table of Contents is located in Exhibit F.
Reality: The manual’s Table of Contents actually appears in Exhibit G.
Why It Matters: A simple exhibit mix-up may seem minor, but in legal documents, precision matters. It signals either careless drafting by Kevin Ayers or that documents may not be fully developed or consistent. Either scenario should alarm a prospective franchisee.
2. Training Programs
On paper, Pilar promises robust training:
✅ Initial Training:
Up to 7 days of instruction
Covers customer service, kitchen procedures, POS use, sanitation, admin, and more
Two people (franchisee + manager) must attend
Tuition-free for two people but all travel, lodging, meals, and salaries are at your cost
✅ Additional Training Fees:
Extra trainees: $10,000 each
Buying an existing store: $10,000 training fee
Grand opening on-site support: $5,000 minimum plus expenses
Additional on-site help costs daily rates plus expenses
Total estimated hours: 68.5 hours (20 classroom, 48.5 on-the-job)
So far, so good… except for one glaring problem:
🚨 The Truth About Pilar’s “Training Team”
Pilar’s Item 11 proudly names three “Primary Training Instructors”:
Carlos “Max” Gonzalez – claimed 23 years of industry experience
Delia Valles – claimed 20 years of industry experience
Luis Cetina – claimed 25 years of industry experience
These impressive numbers are supposed to reassure franchisees about the depth of Pilar’s support. But let’s check these claims against Item 2 of the same FDD and other records:
Pilar’s FDD claims that Carlos “Max” Gonzalez has 23 years of food industry experience.
Reality: The record suggests that Max’s career is far more patchwork, and far less clearly tied to the kind of training expertise Pilar markets.
Here’s the real story as pieced together from multiple FDDs and public records:
Early Life and Beginnings:
Max was born in Argentina and moved to the U.S. as a child.
He started working in his family’s Italian restaurant in North Bergen, NJ.
Attended Rutgers University, allegedly for soccer and hospitality management, but there’s no indication he obtained a degree.
Houlihan’s Company:
The 2017 I Heart Mac and Cheese FDD claims he “quickly worked his way up the corporate ladder,” becoming Houlihan’s youngest General Manager at age 21.
Supposedly spent nine years there in various management roles, but details remain vague.
Brinker International and Franchise Ownership:
Max allegedly moved to South Florida and took a management role at Brinker International.
The FDD vaguely states he became an Area Director and eventually a franchise owner; but never specifies which Brinker concept (e.g. Chili’s, Maggiano’s) or whether the franchise he owned was even tied to Brinker.
He allegedly sold his franchise in 2014.
It’s also unclear how this timeline fits with later roles, given overlapping dates in other records.
Wellington Equestrian (June 2012 – October 2015):
The timeline problems emerge here. If Max worked at Wellington Equestrian until October 2015:
When exactly did he hold the franchise ownership role at Brinker? He allegedly sold his franchise in 2014, but when did he buy it?
When did he “help ailing franchisees into good standing,” as claimed in an earlier FDD?
The 2017 I Heart Mac and Cheese FDD refers to his Cabo Flats involvement but skips over Wellington entirely, suggesting either omissions or rebranding of his resume for different documents.
Cabo Flats (October 2016 – March 2020):
Max allegedly joined Cabo Flats as a consultant and became Area Director.
Strangely:
Cabo Flats is briefly mentioned in the 2017 I Heart Mac and Cheese FDD.
No Cabo Flats mention in the 2018-2022 (linked above) I Heart Mac and Cheese FDDs.
Cabo Flats finally resurfaces in the 2023 I Heart Mac and Cheese FDD and the 2025 Pilar Coffee Bar FDD, likely due to regulatory scrutiny from California DFPI and Indiana Securities Commission over Item 2 inconsistencies.
Mac and Cheese Franchise Group, LLC (MCFG) and Mac and Cheese Franchise Operations, LLC (MCFO):
The 2018 and 2019 I Heart Mac and Cheese FDDs state that Max was Director of Operations for MCFG, not MCFO.
Whether that’s a clerical error, or an indication MCFG might have been selling franchises without disclosure, remains unclear.
By April 2024, a letter from Steve Giordanella to franchisees noted that Max was transitioning to another division, as a new Director of Operations, Angelo Freites, was hired for I Heart Mac and Cheese. It’s believed this move placed Max into Pilar Coffee Bar or a related entity despite Max having already transitioned to Director of Operations for RIT Operations, LLC and Pilar Operations, LLC as of May and July 2023, respectively.
This begs the question; how much support was Max Gonzalez actually able to offer I Heart Mac and Cheese franchisees while he was working for all these Giordanella entities at the same time? Franchisees report: very little.
RIT Operations, LLC (May 2023 onward) and Pilar Operations, LLC (July 2023 onward):
According to the 2025 Pilar FDD Item 2, Max became Director of Operations for RIT Operations in May 2023 and for Pilar Operations in July 2023; while still working for I Heart Mac and Cheese.
Missing Training Credentials
While Pilar presents Max as a seasoned pro:
His career mostly reflects somewhat lackluster general restaurant labor, mid-level store management, and operations.
No record exists of him working directly in training roles.
No documented experience in developing, implementing, or delivering franchise training programs.
Critically, he has zero background in coffee operations; a significant gap for someone tasked with preparing franchisees to operate a specialty coffee brand.
In short: Pilar’s FDD credits Carlos “Max” Gonzalez with 23 years of food industry experience; but that “experience” is scattered across restaurant jobs, operations roles, and mid-level management positions. His résumé is riddled with gaps, overlaps, and inconsistencies across multiple FDDs. And nowhere in the record is there evidence that Max has the specialized knowledge or practical coffeehouse expertise necessary to justify Pilar’s substantial training fees…or to credibly serve as a “Primary Training Instructor.”
Delia Valles
Pilar’s FDD claims Delia Valles has 20 years of food industry experience.
Reality: Delia’s professional history, as disclosed in Pilar Coffee Bar’s own Item 2, reads like a laundry list of corporate entity management roles, but reveals almost nothing about hands-on restaurant operations, much less experience training franchisees.
Here’s what her own disclosures say:
Currently serves as Director of Finance for:
Pilar Operations, LLC (since July 2023)
RIT Group, LLC (since May 2023)
CLK Operations, LLC (since December 2024)
Has held roles as a Manager for numerous LLCs tied to:
I Heart Mac and Cheese (various locations and entities from at least 2015 to 2023)
Cabo Flats restaurants (from ~2015 to 2020)
Wellington Equestrian (since June 2024)
These listings stretch across dozens of LLCs, but nearly all appear to be paper entities used for franchise locations they’ve overtaken or corporate administrative purposes. The language consistently calls her a “Manager,” but gives no detail about her actual day-to-day duties.
Critically:
✅ No mention of Delia personally operating a restaurant floor.
✅ No experience listed in restaurant training programs.
✅ No experience in coffee operations, coffee equipment, specialty coffee service, or café-specific operational nuances.
✅ No mention of developing training materials, leading classes, or providing franchisee support in any direct way.Instead, Delia’s resume reads like that of a corporate finance or LLC administrative manager; someone who oversees entity filings, accounting processes, or franchise documentation. For example:
Many of the entities she’s listed as managing (e.g., Mac and Cheese Coral Springs LLC, Mac and Cheese Patchogue NY LLC, etc.) are simply single-unit LLCs for specific I Heart Mac and Cheese or Cabo Flats locations, typical for franchise systems but not evidence of operational or training expertise.
Despite being connected to Cabo Flats as far back as 2015, Delia’s involvement appears purely corporate, with no sign she worked in kitchens, managed staff training, or handled operational troubleshooting.
No experience is cited in her Item 2 biography to suggest she’s ever trained franchisees; let alone created or delivered curriculum in hospitality, restaurant management, or coffeehouse operations.
Why This Matters
Pilar Coffee Bar charges franchisees significant fees for training and operational support. Yet one of their three listed “Primary Training Instructors,” Delia Valles, appears to:
Have no background in practical restaurant operations.
Lack any documented training experience.
Possess zero specialty coffee industry knowledge.
While Delia may be a skilled finance or administrative professional, the notion that she’s qualified to teach new franchisees how to run a specialty coffee shop strains credibility and could mislead prospective franchisees about the true depth of Pilar’s training resources.
Bottom line: The credentials Pilar touts in Item 11 for Delia Valles simply do not match the reality of what’s disclosed in Item 2, or what’s required to credibly train franchisees in a competitive coffee market.
Luis Cetina
Pilar’s FDD claims 25 years of experience.
Reality:
Not listed at all in Pilar’s Item 2; further, Luis has never worked for a Pilar entity at all.
Appears in the I Heart Mac and Cheese 2023 FDD as their Corporate Training Manager.
Worked at I Heart Mac and Cheese from November 2022 to February 2024 as a Franchise Business Consultant, as per his LinkedIn profile.
Luis himself states:
He did not hold any training titles while at I Heart Mac and Cheese despite the title being dangled in front of him.
He was excluded from decisions and prohibited from even small morale events like celebrating birthdays.
He left more than a year before Pilar’s 2025 FDD was released.
From his work history, he has the most training experience of all three “Primary Training Instructors” yet at the time this FDD was issued Luis Cetina had allegedly cut all ties with Giordanella and his entities.
These discrepancies are not trivial. They cut to the core of Pilar’s pitch that they have a seasoned team ready to train new franchisees.
Why This Is Dangerous
Franchisees pay hefty fees for Pilar’s training:
$10,000 per additional trainee
$5,000 minimum for grand opening support
$1,000 per day for future training sessions
Yet the individuals listed as trainers either:
Have no background in training,
No experience in coffee operations, or
Left the franchisor’s affiliate over a year ago.
It’s deeply misleading to advertise a training team with these credentials and simultaneously charge franchisees significant fees for their “expertise.”
3. Site Selection and Buildout
Pilar’s FDD states:
You must lease or purchase a site between 1,800 – 2,500 sq. ft.
Pilar must approve your site, lease, and any construction plans.
You’re required to:
Submit an LOI within 2 months
Sign a lease within 4 months
Apply for permits within 6 months
Open within 10 months or pay royalties anyway
Franchisees are solely responsible for:
Architect fees
Construction
Equipment
Permits
Compliance with ADA and local codes
Reality Check: While Pilar will “review” your plans and may provide rough blueprints, the burden of building your location lies squarely on you.
4. Technology & Systems
Pilar mandates specific technology:
POS hardware: $2,000–$2,500 upfront
Monthly software fees: $500–$600
Credit card systems: ~$1,000
Scheduling software: ~$500
Back-office computer & printer: $500–$2,500
Pilar reserves the right to:
Mandate upgrades
Change vendors
Connect directly to your systems to extract data
Pilar is not contractually obligated to cap upgrade costs or frequency.
Why It Matters: Franchisees carry significant ongoing costs and must relinquish privacy and control over customer and business data.
5. Marketing and Advertising
Brand Fund
3% of gross sales
Spent entirely at Pilar’s discretion
No guarantee of geographic allocation
Local Marketing
Additional 3% of gross sales minimum
Pilar withdraws funds automatically if you fall short
All materials require prior approval
Grand Opening Advertising
$15,000–$18,000 mandatory fee
Spent however Pilar decides
Anniversary Marketing
$6,000 fee due before your one-year anniversary
Regional Advertising Co-ops
Not established yet, but Pilar reserves the right to require up to an additional 3% contribution
Internet & Social Media
You may not operate your own website or social media accounts without Pilar’s approval
All content must adhere to Pilar’s templates and rules
Reality Check: Your total required marketing spend could easily approach 9% or more of gross sales. But Pilar retains total control over how those funds are used. Franchisees have virtually no say in local marketing strategy or brand messaging.
Why This Matters for Investors
On paper, Pilar Coffee Bar’s Item 11 looks robust but the fine print and real-world background reveal:
Misleading training credentials. The individuals listed as Pilar’s “trainers” have either no relevant coffee or training experience, or have left affiliated companies entirely.
Enormous hidden costs. Training quickly turns into tens of thousands in fees and travel expenses.
Complete franchisor discretion. Pilar reserves the right to change systems, charge new fees, or replace approved vendors at your expense.
Tight operational control. Franchisees surrender significant autonomy while bearing all financial risk.
These are not small issues. They affect:
The actual value of your franchise investment
Your ability to operate profitably
Your trust in the franchisor’s representations
Real Due Diligence Tips
If you’re considering Pilar Coffee Bar:
✅ Demand résumés for all “training personnel.” Confirm they have:
Real operational experience
Actual experience in coffee businesses
Proven training background
✅ Speak to current and former franchisees. Ask:
Who trained them?
Did the training adequately prepare them?
Did they meet the individuals listed in Item 11?
✅ Request to see the operations manual. Verify it exists and covers meaningful operational detail.
✅ Calculate true startup costs. Include:
Travel for training
Training fees
Tech costs and upgrades
Mandatory marketing fees
✅ Review the lease provisions carefully. The collateral assignment of lease can drastically affect your ability to exit.
✅ Ask direct questions about Luis Cetina. If Pilar claims he’s involved in training, demand confirmation that he’s still employed and actively participating.
The Bottom Line
Pilar Coffee Bar’s Item 11 disclosures raise significant red flags.
Sloppy document drafting (Exhibit inconsistencies)
False or exaggerated claims about trainer experience
Extensive hidden costs for training and marketing
Total franchisor discretion over crucial business operations
Before signing any agreement, ensure the people behind the franchise truly have the expertise, and integrity, to deliver the support you’re paying for. Because in franchising, “support” is only as real as the people standing behind it.
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.
