Tech Versus Food

Is there a conflict between FoodTech and Food?

When I owned Redwood, I would see many technological opportunities presented to me via sales efforts. That’s me getting sales pitch after sales pitch for foodtech products. We see these products and sometimes test them out and buy them. Tech stack purchases are very difficult at best. At worst they are a lot of work to implement and then an expensive waste of time to use. 

This creates owners that are wary of new technologies, and downright hostile to tech solutions that are perceived as coming from the tech world instead of the restaurant world. The problem is that owners are missing out on great solutions, and tech salespeople are missing out on sales.

The proper solution is to require foodtech folks to work in a restaurant, right? Right?

Okay I wish, but let’s be practical. 

To bridge the disconnect between tech and food, both sides need to lean into the other’s issues. Consultative sales is the best sales. And you can’t be consultative without knowing the plight of your customer. While working at a restaurant may not be practical (I still recommend it!), tech people should at least spend time seeing a restaurant operation through the eyes of your client. This would allow the restaurant owner to see that you have empathy for their tough situation and are actually looking to help. 

Restaurant owners should get further acquainted with technology solutions in their industry. Large companies like Toast and Square make a lot of money offering mediocre modules for restaurant people who don’t know what else is out there. 

The goal is to create a knowledgeable customer base, and product development and sales efforts that are rooted in the real issues of running a restaurant.