Curating the Future of Local Restaurant Commerce: Perspective on Curate, Instant Apps, and the Long Arc of Foodservice Technology

 

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

Independent C-Stores Struggle to Compete with 7-Eleven

 

How can independent C-stores keep up with the grocerant niche fresh food fast undercurrent over flowing from 7-Eleven driven by customer consumption and adoption?  Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions® stated, “it’s not easy, however they must first simply follow the trends in foodservice and put their own local spin on it; that creates differentiation with a twist. After all differentiation in foodservice does not mean different, rather it means familiar but with a twist.”

In the case of technology, independent C-store must google 7-Eleven, for software that is like 7-Eleven, is expanding with for its new Mobile Checkout contactless shopping solution.  Don’t worry there will be a company out their filling the void with a product you too can license.

After all right now, 7-Eleven has Mobile Checkout available in more than 3,000 participating 7-Eleven locations in 31 states and Washington, D.C., The service allows 7-Eleven mobile app users to quickly scan items and pay for purchases without waiting in a checkout line. Here's how it works:

·         Download the 7-Eleven mobile app from the App Store or Google Play, or update the app to the latest version to ensure it has the Mobile Checkout capability.  

·         Register for or log into the 7Rewards loyalty program.

·         Open the app in a participating store and tap the "Mobile Checkout" icon on the homepage.  

·         Scan the barcode on each product to add it to the basket. Discounts or promotions will be applied automatically.

·         Pay for purchases in the app using Apple Pay, Google Pay or a debit or credit card. Customers can also pay with the 7-Eleven Wallet feature of the app.

·         Confirm purchase by scanning the on-screen QR code at the confirmation station before exiting the store or show it to a sales associate to confirm payment for the purchase.  

7-Eleven Digital Senior Vice President Raghu Mahadevan, stated, "After over a year of living through the pandemic, Americans have a new perception of what convenience looks like. For many, it's a contactless shopping experience without waiting in line," … "Luckily, we were already testing Mobile Checkout and had begun expanding 7NOW home delivery to hundreds of markets before lockdowns occurred. Now, we are accelerating the expansion of Mobile Checkout to ensure customers can shop at 7-Eleven the way they want to shop: safe and convenient. It's what people expect from the world's leading convenience store — we plan to exceed those expectations and take the in-store shopping experience to the next level."

7-Eleven is offering 10 times the 7Rewards loyalty program points for every purchase made using the new feature in the app for a limited time. Now how can they afford that?  That’s not the right question.  The question you should be asking yourself is; What is the Cost of New Customer Acquisition?  Your goal should be to acquire new customers.  The keep them for life.

While, 7-Eleven was the first convenience store chain to develop proprietary technology for a full frictionless shopping experience from start to finish. Mobile Checkout works on both Android and iOS devices and is available for most 7-Eleven merchandise that has a bar code. Some items still require cashier assistance, such as financial services and age-verified products like alcohol, tobacco and lottery tickets. Don’t worry, search the internet you too can find a solution.  Help you store look more like tomorrow than like yesterday.

Are you looking for a new partnership to drive sales? Are you ready for some fresh ideations? Do your food marketing tactics look more like yesterday that tomorrow?  Visit GrocerantGuru.com for more information or contact: Steve@FoodserviceSolutions.us Remember success does leave clues and we just may have the clue you need to propel your continued success.

Domino's Fresh is Fast Once Again

 

What goes a round comes around. Domino’s rose to become an industry disruptor and consumer favorite with 30-minute guaranteed delivery times back in the day. Brands that set new standards of service, quality, and price have and will continue to lead the industry while defining it according to Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.

Domino’s true to its original brand messaging is edifying a service standard once again. This time adding incremental customer relevance with a partnership with draftfkings.com a dynamic gamming app that is attracting new customers at a record pace. 

When announced, Domino's Carside Delivery 2-Minute Guarantee Over/Under Challenge is free to play and is taking place now through July 12, 2021, at draftkings.com/dominos and on DraftKings' Daily Fantasy app there was little doubt from industry insiders that time starved consumers would be knocking on Domino’s door to save time once again.  This branded messaging will once again be disruptive according to Johnson.

So, Domino's launching a new guarantee will garner customer migration from both other pizza players and other restaurants that offer curbside pick-up according to Johnson. Domino's Carside Delivery 2-Minute Guarantee is simple: order Domino's Carside Delivery online, check in when you arrive, and as soon as your order is ready, a Domino's team member will head to your car in less than two minutes or your next pizza is free. Ah, but that's not all.

Yes, Domino's and DraftKings Inc., a leading sports entertainment and technology company, have launched Domino's Carside Delivery 2-Minute Guarantee Over/Under Challenge as well, giving customers the chance to predict if Domino's Carside Delivery nationwide will be quicker than two minutes, more or less than 80 percent of the time, for the chance to win a share of $200,000. Once again readers of this blog will think about customer focused interactive, participatory, food marketing one of the hallmarks of grocerant nice success.

Art D'Elia, Domino's executive vice president – chief marketing officer, stated, "While Domino's is no stranger to guarantees, this is the first time DraftKings has created a betting pool based on a company's performance,". "We want to make every delivery to customers' cars an easy and fast experience, and if we don't, we're going to make it right. As a company that prides itself on transparency, and to show how much we believe in our franchisees and stores across the country, we're giving customers the opportunity to predict how we'll do and have a little fun, for free!".  This is the best example in the food industry of interactive participatory food marketing to date. We congratulate the team at Domino’s.

Yet, there is more; Domino's Carside Delivery 2-Minute Guarantee Over/Under Challenge is free to play and is taking place now through July 12, 2021, at draftkings.com/dominos and on DraftKings' Daily Fantasy app. Those who correctly predict Domino's performance will split the cash prize of $200,000 at the end of the challenge.

D'Elia continued, "Did Domino's just ask America to predict the over/under on our new two-minute guarantee? Oh yes we did,". "We want customers to put our guarantee to the test.". This is how you lead an industry while establishing, defining, new standards according to Johnson.  The partnership with DraftKings will drive new electricity for both brands.

According to Johnson, “Brand relevance is in part driven with innovation in new food products and or service, when you edify your core brand message you elevate a platform driving new electricity.”  That said, what are you waiting for?

Johnson stated “that in my minds-eye the new electricity must be very efficient for the supply chain and includes such things as fresh foods, developing brands, unique urban clothing, grocerant positioning, fresh food messaging, autonomous delivery, cashier-less retail, plates, glasses, cash-less payments, digital hand-held marketing.

All retailers to survive the next generation of retail must embrace the artificial intelligence revolution while simultaneously embracing fresh food that is portable, fresh, with differentiation that is familiar not different.

Success does leave clues. One clue that time and time again continues to resurface is “the consumer is dynamic not static”.  Regular readers of this blog know that is the common refrain of Steven Johnson, Grocerant Guru® at Tacoma, WA based Foodservice Solutions®.  Our Grocerant Guru® can help your company edify your brand with relevance.  Call 253-759-7869 for more information. 

McDonald’s Halloween is Family, Food, and Fun

 

It seems as at times this year nothing is normal.  Halloween will not be what it was when I was a kid, but It can still be fun.  McDonald’s is going to help you start a new family tradition on Halloween weekend, McDelivery on Uber Eats is offering $0 Delivery Fee on orders of $25 or more. So, relax and have some family fun.

What that means is Mom and Dad don’t have to cook, don’t have to do dishes and everyone in the family can get their favorite meal. So, no matter what your plans are for the holiday this year as many people make plans to swap out trick-or-treating and festive parties for a fright night at home., McDonald’s McDelivery is here to provide plenty of craveable treats right to your door.

On this Halloween weekend, McDelivery on Uber Eats is offering $0 Delivery Fee on orders of $25 or more. Fire up the Uber Eats app from Thursday, October 29 - Sunday, November 1 to have a witchin’ time at home. Whether cravings are savory or sweet, McDelivery on Uber Eats makes it easy to order something for everyone in the house, even the pickiest eater. Is your brand focused on family and fun?

Trick-or-treaters aren’t the only ones swapping out old traditions for new – while waiting on that craveable and delicious order, see how McDelivery is changing up the rules for Halloween this year:

There’s no rule against adding your own candy to a McFlurry.

If you don’t have a Halloween costume, carry a McDonald’s delivery bag and go as someone with a delicious dinner.

When you’re celebrating with a night in, people who ring your doorbell should be bringing YOU the treats.

$0 Delivery Fee offer expires 11:59pm on 11/1. At participating McDonald’s. Taxes and a Service Fee still apply. Order minimum before taxes and fees. Cannot be combined. See Uber Eats app for availability. Prices may be higher than at restaurants.

Looking for success clues of your own? Foodservice Solutions® specializes in outsourced food marketing and business development ideations. We can help you identify, quantify and qualify additional food retail segment opportunities, technology, or a new menu product segment.  Foodservice Solutions® of Tacoma WA is the global leader in the Grocerant niche visit us on our social media sites by clicking one of the following links: Facebook,  LinkedIn, or Twitter

Why is Panera Just Loafing

Most regular readers of this blog know by now that Panera Bread has begun to experiment selling groceries? Tacoma, WA based Foodservice Solutions® Grocerant Guru®, Steven Johnson stated “the way Panera Bread entered grocerant niche sales was a mistake.”

Back in the day Johnson worked on projects for and with Au Bon Pain and Louis Kane as many regular readers of this blog know.  Most of you also know of the great success Au Bon Pain had, has with catering sales in city centers, there early use of online ordering, and delivery and how they evolve the St. Louis Bread Company into what is now (the spinoff) Panera Bread. In Spanish Panera meaning “granary” or “breadbasket” has now never been more important when thinking of the future of the chain according to Johnson.

Success does leave clues.  Panera Bread without a doubt has left many success clues for other fast casual chains to learn from and many more clues for those simply wanting to learn what it means to consistently do more things right the almost any other restaurant company for the past 25 years.

When Panera Bread joined the growing number of restaurant chains that are leveraging their sourcing capabilities to provide for the basic food needs of their customers by offering groceries. It appears they simply jumped in, took the easy route.  The opportunity for Panera Breaded to become the breadbasket for the local communities was overlooked.

Johnson insist Panera Bread’s goal should be evolve the concepts business model platform into a ‘breadbasket for today’s consumers’, and a solution to the age-old question; What’s for Dinner, integrating both its goal and brand messaging.  

While Panera is selling “baked goods, dairy and produce at its more than 2,000 locations available for takeout — through Panera’s rapid pickup, curbside pickup or drive-thru — as well as delivery.” All can be ordered with Panera’s regular menu items or separately on the chain’s website or app.

The app Panera Grocery purchases are applied to reward points in the chain’s MyPanera loyalty program, and the current offer of $5 off of purchases of $15 or more applies to groceries as well.” Johnson notes “That’s simply a reactive solution, short sighted, and with a mixed branded messaging.”  

When Panera CEO Niren Chaudhary said in a press release announcing the new offerings. “With this new service we can help deliver good food and fresh ingredients from our pantry to yours, helping provide better access to essential items that are increasingly harder to come by.” That was simply reactive messaging, clearly rushed. 

The reason the grocerant niche has been the undercurrent of growth in every sector of retail foodservice for the past 15 years driving customer migration is because the key elements are consumer touchpoints that many legacy retailer have either denied, over-looked, or refused to entertain according to Foodservice Solutions® Grocerant Guru®.  Here lets take a look at what Panera is offering today:

·         Avocados: $1.49 each

·         Tomatoes: $1.49 each

·         Blueberries: $2.99 for 6-ounce container

·         Red Grapes: $5.99 per bag of around 2 pounds

·         Greek Yogurt: $5.99 per tub

·         Kids’ strawberry or mixed berry yogurt tubes: $7.99 for 16

·         Skim or 2% milk: $4.99 per gallon

Success does leave clues.  Panera Bread can and should excel within the grocerant niche.  Johnson stated he is confident that Panera will implement something the ilk of Foodservice Solutions® four steps too success: build, measure, learn, and repeat. Then they can take lessons learned, creating a new platform to drive incremental top line sales and bottom line profits. Or they can call the Grocerant Guru® for insights learned over the past 26 years leading the grocerant niche and more forward with fresh food fast edifying consumer relevant touchpoints.  

Invite Foodservice Solutions® to complete a Grocerant Program Assessment, Grocerant ScoreCard, or for product positioning or placement assistance, or call our Grocerant Guru®.  Since 1991 Foodservice Solutions® of Tacoma, WA has been the global leader in the Grocerant niche. Contact: Steve@FoodserviceSolutions.us or 253-759-7869