In Joanna Fantozzi’s Nation’s Restaurant News article, operators debated the build vs. buy technology dilemma at the FSTEC 2024 conference. The “build” side highlighted control over technology and data, while “buy” advocates emphasized cost-effectiveness and speed. Customization was critical in both approaches, with companies like Kura Sushi, Dine Brands, and Papa Johns weighing in. The consensus: tech decisions must align with long-term brand strategy, and strong vendor partnerships can complement in-house innovation.
The Pros of Building Proprietary Restaurant Tech
Operators opting to build their own systems emphasized the value of full control over technology and customer data. Jamie Riley of Kura Sushi noted that ownership allows companies to scale and customize, which can enhance customer experience. For example, Dine Brands uses in-house tech for their website and apps to craft a distinctive consumer journey.
Building your own tech stack also allows for key differentiation. Sarika Attal from Papa Johns explained, “We apply a simple principle: Buy for commodity, build for differentiation,” stressing that customized tech can elevate branding and customer loyalty.
Why Buying May Be the Better Choice
On the flip side, building technology can be a slow process. For emerging brands, purchasing existing tech solutions is more cost-effective and helps save valuable resources. Shaina Himelstein of Brooklyn Dumpling Shop emphasized that early-stage companies benefit from relying on vendors with established reputations and tools.
Moreover, Jeff Douglas of Potbelly pointed out the importance of partnering with experts. His advice to operators leaning towards buying tech? Look for vendors with flexible solutions and a roadmap for innovation.
The Best of Both Worlds: Customization
Whether you decide to build or buy, customization was a common theme in the debate. Operators agreed that partnering with flexible vendors or creating proprietary systems are crucial for tailoring technology to fit specific operational needs.
As we at Popcorn GTM know, restaurants can thrive by blending both approaches. Whether you’re looking to implement a cutting-edge CRM or differentiate your digital experience, understanding your brand’s long-term vision is key -- after all, it's about what kind of customer you are looking to attract. Building or buying, your tech strategy should drive growth and enhance the customer experience.
For more insights on optimizing restaurant technology, stay tuned to Popcorn GTM’s latest updates or check out Joanna Fantozzi’s full article on Nation’s Restaurant News here.
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BONUS:
In this Morning Sam, Morning Ralph podcast clip, Jeremy Julian explains CBS Northstar differentiates itself from big box POS companies like Toast and Square. Unlike these off-the-shelf solutions, CBS offers the flexibility to tailor technology to individual needs, inspired by the 'Have it Your Way' slogan. Learn why CBS believes in giving businesses the freedom to customize their approach, rather than dictating a one-size-fits-all solution. Visit CBS Northstar https://cbsnorthstar.com/
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