Gregg Majewski’s interview with CEO of Bite Brandon Barton about the O’Neal Family Secret Menu, small chain essential investments, and AI in third party delivery.
Brandon Barton, CEO of Bite, recently joined host Gregg Majewski of Craveworthy Brands, on the Room For Seconds podcast to discuss the transformative impact of technology in the restaurant industry. From innovative digital kiosks to the role of AI in delivery services, Barton shares his insights on how technology is reshaping the dining experience, particularly for smaller chains looking to stay competitive.
On the show, Barton spoke of the collaboration between Bite and Big Chicken, where Barton and his team introduced the "O’Neal Secret Family Menu." This exclusive menu, which can only be accessed through a Bite kiosk, brings a unique and playful element to the dining experience, reminiscent of the "secret" menus popularized by chains like In-N-Out.
As Barton described, “We came up with the concept of having the secret Shaq menu, things that he liked and his family liked, that is hidden behind an Easter Egg, if you will, within the kiosk.”
Barton also emphasized the importance of small chain restaurants fully embracing the digital landscape to optimize their operations and customer reach. He noted that while foundational systems like POS and KDI are essential, proactively leveraging technology, such as digital ordering channels, can significantly boost profitability and customer engagement, and ultimately grow their customer base.
“Opening up all the digital ordering channels just makes sense. They're the most efficient channels, typically, in terms of their profitability. And why wouldn’t you want to reach more guests?” Barton explained.
Barton touched on the growing role of AI in third-party delivery services, a topic he approaches with a mix of caution and realism. While he acknowledged that major players like DoorDash have the resources to harness AI more effectively than individual restaurants, he also sees potential for restaurants to use AI to convert third-party delivery customers into loyal, first-party clients.
“The big third-party delivery companies are going to be able to leverage AI much better than the restaurants are.” Barton noted. “And so it only is going to widen the gap of guests that are going to be using that versus using first-party delivery.”
Throughout the episode, Barton made it clear that while technology presents challenges, it also offers tremendous opportunities for those willing to adapt. From innovative menu concepts to the strategic use of AI, Barton’s insights highlighted the importance of embracing technology to stay competitive in the ever-evolving restaurant industry.
Brandon Barton is a seasoned entrepreneur in the hospitality tech industry, leveraging his extensive experience in operations with leading hospitality groups like USHG and Patina to drive innovation in early-stage tech solutions for restaurants. As the CEO of Bite, a premier digital ordering platform, Brandon has led the company to remarkable success, partnering with top QSR brands such as Chick-fil-A, Taco John's, and Fazoli’s. Bite’s mission to "Elevate Hospitality Everywhere" aligns perfectly with Brandon's own passion for enhancing the dining experience through technology.
Before his role at Bite, Brandon was one of the first employees at Resy, a pioneering restaurant reservation platform. During his tenure, he was instrumental in building and managing the company’s sales and operations teams for its initial three years, leading up to Resy’s acquisition by American Express in 2019.
Gregg Majewski has a vast amount of experience as a corporate executive in the restaurant industry. As the former CEO of Jimmy John’s, he played a major role in expanding the franchise from 33 to 300+ stores in just 5 years by surrounding the company’s marketing strategy around the innovative approach of delivering sandwiches and being “freaky fast”. Majewski has worked to develop restaurant concepts over the last two plus decades, before starting Craveworthy Brands in 2023, which currently includes a growing portfolio of restaurant brands.
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Room for Seconds is produced and published by Cali BBQ Media on behalf of Craveworthy Brands