What an interesting week it has been for me! A few days ago, I marked my 20th anniversary in the foodservice industry. I’ve loved every year of it. I love the work we are doing in this incredible industry. My team is focused, powerful and winning. Our customers are happy and we still “jump to the pump” for our customers. We win on service. We are a passionate group of people and our strategies are making our customers more money.
Takeout, Delivery and Catering is our niche, and we are very good at it. I am very proud of my team today.
In 1996, when I became a partner at Tony’s Deli & Catering Company, I had no idea that I’d be meeting with the most interesting and innovative technology companies in Silicon Valley some 20 years later. As we all know, these technology companies are innovating marketplaces for consumers to order from their favourite restaurants, (UBER, Postmates, Amazon, Google, Yelp), and these companies are also working on solutions for solving the logistics challenges of delivery for restaurants. Thing is, with this kind of change, it’s bound to be painful. Why?
Because all this technology is completely disconnected from a restaurants off-premise operations. Now, before you say that’s easy to solve for by yourselves, you’d better stop. It’s not easy at all.
That’s what inspired this blog post today. Because my journey of 20 years in foodservice has not been easy. It’s been arduous, painful, slow, uphill the whole way. I’ve been so lucky just to have the support of incredible people to allow me to continue on this quest to help restaurant companies conquer the takeout, delivery and catering channels. And now, we are just getting going.
We have an end-to-end business solution that provides our industry with the business framework, strategy, curriculum, training, certification and software that it needs to take control of off-premise restaurant operations. It’s what we are.
With more than 6000 restaurants using our software, and the world’s largest brands implementing the strategies outlined in our business framework, our industry is finally beginning to understand what we are doing. And its amazing! Our customers use our ideas and our tools to execute a full 360 degree view of their takeout, delivery & catering operations. What’s even more beautiful, is that through our API, our technology is open to be able to accept order from all other order channels.
This gives our customers all the “plumbing” that they need to guarantee flawless execution of all orders.
Restaurant operators are faced with a barrage of order channels in today’s environment and what’s even making it more complicated, is that the markets for services continues to segment. So, as consumers become more demanding and want specialization, and the markets become more competitive, only restaurant operators that are able to offer new consumer solutions to their brand loyalists are going to win. So, where takeout and catering begin and end will become more and more important every day. For everyone.
Trust me, I know. The restaurants I am visiting these days sometimes have to up to 9 different order channels and they are all showing up on tablets in the back of the restaurant. What’s even worse, is that takeout orders and catering orders are all lumped together. It’s a mess. The operations are disconnected from these orders, and this is where it’s gets even more complicated. These companies are all running towards integrations with POS and other systems, but it won’t work.
These companies are beginning to understand that in order for this system to get more efficient and for these partnerships to work, the operators need systems and processes that allow them to scale and provide a consistent, reliable and predictable experience. That is the only way that these companies will win. Only if restaurants win. Because then, customers are happy. Flawless execution is key.
And so today I am encouraged by what I see. The energy, enthusiasm and investment pouring into takeout, delivery and catering is super exciting for me!
My team is more focused then ever. The business framework of the 5 Pillars of Successful Restaurant Takeout, Delivery & Catering is shifting the perspective of not only operators, but also supply chain partners that really want to appreciate the business strategy and strengthen their understanding of what restaurant operators are going through.
Becoming true partners. And so, I am honoured that these companies want to work with our organization to further improve the industry. To benefit from our ideas, our concepts and most importantly our perspective.
My organization has been focused on a single idea for 20 years! As a restaurant operator, you must first understand your business strategy before you unleash the digital ordering channels that are going to keep on growing. This strategy lays deep in the foundation of your brand, and it must be core to the vision. It is directly connected to your product offerings and the subtleties of daily behaviours of your people. It touches every part of your business.
Catering needs to be core to your DNA, and then takeout will get easier.
From there, you must invest in a framework and only then, you must invest in an IT stack that allows you to have best of breed solutions for all parts of your technology ecosystem.
And so, I am proud today to be standing in Silicon Valley with a life’s worth of work which is only now being appreciated by so many very smart people that are investing heavily into takeout, delivery and catering.
They understand that restaurants need the strategy of the 5 Pillars as well as an IT stack that allows them to handle the order flow and business logic of ALL digital channels.
This is what we have become. A platform for our industry to execute takeout, delivery and catering orders at scale.
I could not have dreamed this up. It happened only because our customers are winning with these ideas and tools.
Give me a call or shoot me an email. I’d be happy to explain more.