Carl Orsbourn’s Post

Carl Orsbourn

SVP AI for Enterprise - Food, Hospitality & Retail | Operational Consulting | Tech-Enabled Service for E-commerce, Marketplaces, Hotels, Restaurants | Bestselling Author | Co-Founder | Board Member | Tech Thought Leader

6mo Edited

The afternoon of Day 1 at #qsrevolution kicks off discussing the secrets of the tech stack! Joseph Szala, GSD, DCMJ says the average restaurant spends $1.5 -2k on their tech stack. And then my good friend Meredith Sandland takes us through “how did we get here?” The reality is the industry is so convoluted, so entangled and fed up of how a complicated tech stack creates waves of inertia holding back the capability to be agile and innovative. Until we free the data, and let that be the heartbeat of our business, we wont get away from this immense challenge! Wade Allen Alessandro Biggi Adam Klaers Davide Macchi Danny Klein

13 Comments

Transcript

How do you start to unravel what seems to be like a ton of decisions? Yeah, I think I may start with a brief history of the tech stack. And this is a little truthy, so please forgive me. But I think for those of us who have been in restaurants a long time, we had POS that ran in front of the house. Maybe if we were supposed to be, we had a back house system. That was kind of it. And then a couple things happened. First, the third parties came along and the marketplaces showed both consumers and merchants what was possible. And so we added those, but then we need to aggregate them somehow. So we added aggregators and then we thought, gosh, you know, we really wishes people were ordered directly from us. So we added a first party ordering system and then we thought, you know, they're just not ordering from us as much as we would like. So we added an app. Nobody really downloaded it. So then we added a loyalty program. And then we thought, OK, this seems to be working, I've got all this stuff together, how can I actually get now? Or consumers order from me first party started adding a bunch of marketing things whether it was. E-mail marketing programs, text marketing reviews, bunch of things on there. And then we said to ourselves, gosh, Labour's getting really expensive. You know, I really should look at the back of house and see how that's going if you're adding tools in the back of the house. Sort out kiosks in the front absolutely blows my mind that a kiosk and app and a website are three different pieces of software that like, I don't even understand that how that happened, but that's kind of where we are as an industry. And it's not, it's not because any of these tech companies are bad. They all make very good products. It's because we as an industry tend to solve point solutions. This is the problem I've tackling now. How can I incrementally make that better? And our our company believes that the best way to do it is to unwind all of those things and go back to the basics and say, how do I prevent a problem? Rather than having to solve a problem, right? So in the case of say CDP and having your customs snowflake instance, well, why are you trying to stitch all that data together? Why is that all the data just together in the 1st place, then you wouldn't have to stitch it together. And that is that is the approach that we take in this end to end environment that we've created.

Zachary Goldstein, graphic

Zachary Goldstein

CEO & Founder @ Thanx | Loyalty, CRM, Customer Lifetime Value

6mo

100% spot on

Meredith Sandland, graphic

Meredith Sandland

CEO | Author | Board Director

6mo

It is really frustrating to me that tech companies have made things purposely convoluted. I think Stefan Hertzberg said it well at the same conference - tech companies make things complicated so they can put tolls in between restaurants and their customers, restaurants' tech and other tech used by that same restaurant, and restaurants and their suppliers. I would love someone at Bain & Company or Boston Consulting Group (BCG) to do a market map of the $1T #restaurant industry and show where it all goes. At the end of the day, restaurants and the people who work hard to make them great see very little of it.

Rob Crews, graphic

Former Restaurant CMO | Enterprise Sales | Marketing Technology | Loyalty | CRM | Identity & Analytics | Restaurant SME | Talks about #restaurantmarketing #channel partnerships #loyalty #advertising

6mo

I think part of the reason it got convoluted was because you had some, in my opinion, bad actors in the tech space who wanted to keep all of the data to themselves. This set off a tug of war with brands over who owned the data. I think if there had been more transparency up front, we as an industry would be in a better spot now.

✌🏼💕☀️🚐 Deena McKinley, graphic

✌🏼💕☀️🚐 Deena McKinley

Strategic Tech Company Co-Founder, C-Suite Executive, Board Member, and Marketing Leader Driving Brand Growth, Client Results, Innovation, and Customer Engagement for Industry-Leading Impact.

6mo

#freethedata 👏

David Koehler, graphic

✝️ National Sales Leader at NCR Voyix Corporation | Owner/Founder | Man of God

6mo

There are platforms available to the hospitality sector now that have been leveraged from other industries further advanced on data needs. Brands need to stop following the common road with out of the box solutions and look to business tools that can drive them away from monolithic architecture.

Joseph Szala, GSD, DCMJ, DNSME, graphic

Joseph Szala, GSD, DCMJ, DNSME

Vice President - Restaurant Digital Experience Expert - Author of Restaurant Strategy & Branding Books - Podcaster - Writer - Designer

6mo

Correction $1500-2000/mo in saas

Elicia Orsbourn, graphic

Elicia Orsbourn

Seeking my next Exec. role | Board Member | Global Hotel Sales Leader | Senior Hospitality Tech Leader | Real Estate Investor | Business Advisor | Mentor | Community Builder | CA Alumni Chapter Lead | Animal Advocate

6mo

Very well said and very well spoken, Meredith Sandland. 👏

Mitchell Baker, graphic

AI Driven Demand Planning @ ClearCOGS

6mo

Love the way Meredith Sandland brought this all together at the end... very well said!!

Mitch Zenaty 📱💻, graphic

Mitch Zenaty 📱💻

Building Strategic Partnerships to Drive Innovative Digital Solutions | Aligning Business Goals for Mutual Success | Appstem | Go Bills 🦬

6mo

Really interesting. So many golden nuggets from this show!

Lori S., graphic

Restaurant Team @ Point B | I bring stakeholders together for meaningful conversations

6mo

Sounds like an amazing session thanks for sharing Carl Orsbourn

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Carl Orsbourn

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