is this good for the customer?

This is to my founder friends.

There is a growing list of companies that offer innovative solutions to restaurant groups, but seem to miss the point of who the end customer is. While a new exciting solution may be intriguing to investors and the restaurant groups that would be paying for it, the end product must be friendly to restaurant goers (the real end user) or else it’s deeply flawed.

In hospitality, tech-based efficiencies offer immediate and foreseeable savings. The kind of things investors love – because it’s “sellable”. The problem is that once efficiencies are enabled, diners hate them and sales slump.

So, please please, when ideating for the new FoodTech startup, talk to diners as well as restaurant groups. If you see that there is resistance to a new method, find a better way.