WHERE HERITAGE Meets HOSPITALITY.
Elevating service, enriching experiences, and setting a new standard for hospitality in Black-owned restaurants.
ABOUT US
What Makes NBHEI Different?
NBHEI is rooted in culture, not just concepts. It builds on the natural way Black-owned restaurants care for their guests, making people feel welcomed, valued, and at home, and transforms that into a consistent, elevated standard of service.
Rather than offering generic hospitality training, NBHEI provides a culturally grounded framework that strengthens what already exists, while addressing the gaps that impact perception, consistency, and growth.
This is not about changing who we are. It is about refining it, elevating it, and making it recognizable at every touchpoint. What we offer:
- Workforce Training
- Community Education
- Research on Black Hospitality Businesses
- Database of Certified Restaurants
- Scholarships for Restaurant Owners
- National Standards for Service Excellence
- Soul of Service Certification
- Support with Guest Experiences
Our Mission and Vision
Mission
The mission of the National Black Hospitality Excellence Institute is to elevate and redefine the standard of hospitality within Black-owned restaurants of all sizes by strengthening service excellence, enhancing guest experiences, and honoring the culture of care, connection, and community that defines who we are.
Vision
Our vision is to create lasting impact by fostering a future where Black-owned restaurants are celebrated not only for their food, but for the way they make people feel welcomed, valued, and at home through every guest experience.
Dr. Shondra Watson Wilson
MEET OUR PRESIDENT & FOUNDER
She holds a Doctor of Strategic Leadership, a master’s degree in Training and Development, and a bachelor’s degree in Organizational Leadership. Her work centers on strengthening performance, enhancing engagement, and helping organizations align purpose with practice.
Rooted in a natural love for good comfort food and the way it brings people together, Dr. Watson Wilson combines her professional expertise with a deep appreciation for culture, community, and care. Through NBHEI, she is committed to elevating hospitality standards, strengthening guest experiences, and supporting Black-owned restaurants in building sustainable, thriving businesses.
Soul of Service Certified
What the certification means
Soul of Service Certified means you can expect to be treated with care every time you walk through the door. It represents restaurants that are intentional about how they serve, how they show up, and how they make people feel. It’s about creating an experience where guests feel welcomed, valued, and right at home, every single time.
Benefits of becoming certified
Great food brings people in, but great service keeps them coming back. Becoming Soul of Service Certified is more than recognition; it is an investment in growth, reputation, and the overall guest experience.
Elevated Guest Experience
Strengthens how teams show up so every guest feels welcomed, valued, and at home, every time.
Increased Customer Loyalty
Consistent, intentional service encourages repeat visits and turns first-time guests into regulars.
Stronger Brand Reputation
Positions restaurants to be known not only for great food, but for exceptional service and memorable experiences.
Clear Service Standards
Provides a structured framework that turns natural hospitality into a consistent, repeatable experience.
Greater Visibility & Recognition
Highlights certified restaurants as trusted destinations for elevated service and guest experience.
Guest Trust & Confidence
Signals to guests that a high level of care and consistency can be expected with every visit.
Training & Development Support
Offers guidance and tools to support continuous improvement and team development.
Guest Moments
A platform facilitated by NBHEI where guests share elevated service experiences and opportunities for growth. Helping restaurants strengthen service culture through feedback and recognition.
Good Food Gets People in the Door, Service Keeps Them Coming Back!
Complete an application assessment that shares information about current service practices, guest experience approach, and areas of focus.
Guest Experience Hub
Guest experiences shape reputation, growth, and long-term success. Every piece of feedback, whether positive or constructive, plays a role in strengthening service and elevating the overall experience.
It’s about creating an environment where every guest feels seen, valued, and right at home from the moment they arrive to the moment they leave. By sharing honest and constructive feedback, guests become part of the journey, helping restaurants continue to grow while staying rooted in care, connection, and community.
Soul of Service Certified Restaurants
At a Soul of Service Certified restaurant, the experience goes beyond the food. Guests can expect to be welcomed with care, served with intention, and treated in a way that feels genuine and consistent.
Soon, you’ll be able to explore certified locations, discover their unique stories, and experience dining with purpose as we curate a collection of restaurants that embody excellence, integrity, and intentional service. From cuisine types to city-based searches, everything you need to connect with these standout establishments will be right at your fingertips—click the link to preview how it will all come together.
Have a Question? Leave a Message.
Have questions or want to learn more about Soul of Service? We’re here to serve. Reach out and our team will connect with you soon.