From Cash Registers to Clicks: A Brief Historical Context
Foodservice
technology has always evolved in response to friction according to Steven
Johnson Grocerant Guru® at Tacoma,
WA based Foodservice Solutions®. In the 1970s and 1980s, the friction was labor
and accuracy—solved by electronic POS systems. In the 1990s and early 2000s, it
was inventory control and scale—addressed by integrated back-office software.
The
2010s introduced a new friction point: digital access to the customer.
Third-party delivery marketplaces like DoorDash and Uber Eats solved discovery
and convenience for consumers, but at a steep cost to operators—often 20–35%
per order in commissions, plus marketing fees, delivery markups, and loss
of customer data.
History
shows that when a single intermediary controls demand, margins erode and brands
weaken. Independent restaurants, small regional operators, and even franchisees
of major brands found themselves trading profitability for visibility.
That
is the historical moment into which Curate
enters the market.
The Problem Today: Convenience Is Expensive
Let’s
ground this discussion in current, fact-based economics:
|
Ordering Channel |
Typical Cost to Restaurant |
Data Ownership |
Brand Control |
|
Third-Party Delivery Apps |
20–35% commission per order |
No |
Limited |
|
Traditional White-Label App |
$5,000–$20,000 build + ongoing fees |
Yes |
High |
|
Website Ordering |
3–8% processing + service fees |
Yes |
Medium |
|
Curate Instant App |
Subscription-based + payment processing (typically under 10% total
effective cost) |
Yes |
High |
For
a restaurant doing $50,000/month in off-premise sales, the difference is
stark:
·
At 30% third-party commission →
$15,000 lost monthly
·
At 8–10% direct ordering cost →
$4,000–$5,000 monthly
That’s
a $10,000+ monthly delta, or $120,000 annually, often the
difference between survival and closure for independents.
What Curate Does Differently: Lowering the Barrier to Habit
Curate’s
insight is deceptively simple but historically important:
If
customers have to download an app, many won’t.
Instead
of forcing consumers through the App Store, Curate
leverages Apple App Clips—lightweight, instant mobile apps accessed via
QR code or tap. Customers go directly into an ordering flow, can enroll in
loyalty, and later receive push notifications—without a download.
From
a behavioral economics standpoint, this removes two major friction points:
1. Time
friction (searching, downloading, updating
apps)
2. Psychological
friction (“Do I really want another app?”)
Curate
correctly identifies that habits form through repetition, not novelty.
By making direct ordering as easy as scanning a QR code, they turn a one-time
transaction into a repeatable behavior.
Proof in Performance: Data That Matters
Curate
is not selling theory—it is selling outcomes:
·
Restaurants using Curate have seen commission-free
delivery orders triple on average
·
Mama Hieu’s (California)
reported a 44% increase in online sales after switching from another
provider
·
Operators report higher conversion
rates and repeat orders—key metrics that directly correlate to profitability
Importantly,
Curate combines ordering + loyalty, differentiating it from app-less
loyalty-only solutions (wallet-based rewards or phone-number tracking). Loyalty
without ordering is incomplete. Ordering without loyalty is forgettable. Curate
integrates both.
Why This Matters for Independents, Regionals, and
Franchisees
From
the Grocerant Guru® lens, Curate hits a critical niche:
·
Independents
regain margin and customer data without technical complexity
·
Small regional chains
get enterprise-grade mobile functionality without enterprise budgets
·
Franchisees
gain local control while still aligning with brand standards
This
is “local at scale”—a concept the industry has chased for decades but
rarely achieved.
A Strategic Leadership Choice Worth Applauding
The
leadership team at Curate deserves recognition for not chasing mass-market
hype, but instead focusing on a structural weakness in restaurant
economics: dependency on third-party platforms.
By
emphasizing:
·
Direct relationships
·
Commission-free growth
·
Behavior-driven technology
Curate
positions itself not as another SaaS vendor, but as a profit-restoration
platform for restaurants.
Three Grocerant Guru® Insights on Curate’s Long-Term Impact
1. Direct
Ordering Will Become a Margin Mandate
In the next 3–5 years, boards, lenders, and franchise systems will expect a
defined percentage of sales to be commission-free. Technologies like Curate
will no longer be optional—they’ll be operational requirements.
2. The
“No-Download” Model Will Reset Customer Expectations
Just as contactless payments became table stakes post-pandemic, instant apps
will redefine what customers consider “easy.” Any system requiring friction
will lose relevance.
3. Data
Ownership Is the New Brand Equity
Restaurants that own customer data can personalize offers, control frequency,
and build lifetime value. Curate enables this without forcing operators to
become technologists.
Think About This
History
favors technologies that remove friction, restore control, and improve unit
economics. Curate sits squarely at that intersection.
For
independent restaurants, regional operators, and franchisees looking to get
local, stay profitable, and build real customer relationships, Curate is not
just a tool—it’s a strategic response to a decade-long imbalance in foodservice
power dynamics.
And
from the Grocerant Guru®, that is a niche well chosen—and well executed.
Are you ready for some fresh ideations?
Do your food marketing ideas look more like yesterday than tomorrow? Interested
in learning how our Grocerant Guru® can edify your retail food brand while
creating a platform for consumer convenient meal participation, differentiation
and individualization? Email us
at: Steve@FoodserviceSolutions.us or visit: us on our social media sites by clicking one of the
following links: Facebook, LinkedIn, or Twitter
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