Jan 25, 2025 19 min read

Hurry Up and Wait

Hurry Up and Wait
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Friends of Branded!

Happy Saturday and I hope you had a great week.

Thursday night is writing night for the H^2‘s Top of the Fold and while that wasn’t always the case, as the subscriber count has grown (thank you) and we needed to (read: were required to) leverage a compliant newsletter distribution platform to send out this weekly read (and avoid violating the FTC’s CAN-SPAM Act and the accompanying CAN-APAM Rule), my family has become more than a little accustomed to my adjourning to my desk on Thursday nights as they head off to bed.

As I said goodnight to my 8-year-old daughter, I asked (more than a little jokingly) if she had any suggestions for the Top of the Fold section this week.

With out missing a beat she said, “Daddy, how about Valentines Day? You should tell people they need to hurry up and get ready.”

Wait, What?!?

Did my wife know I was going to ask our daughter that question before she went to bed (and that I usually make V-day plans on the afternoon of Feb 13th or the late morning of Feb 14th)? Are my wife and daughter playing three-dimensional chess while I’m playing checkers?

For my daughter & a reminder to all the readers of the H^2

Coincidently, earlier on Thursday, I was spending time with Branded’s non-executive director (“NED”), who comes to New York on a quarterly basis to strategize, mentor and to some extent, push me to always strive to be and do better (he actually refers to this as his coming to NYC with a steel-toed boot, but he uses that only when needed and in the most intentional, value-added, and supportive of ways) and the subject of the newsletter was part of our discussion.

Branded’s NED came with his own idea for a Top of the Fold theme which was that we’re living in a world where we demand great speed and attention, but where we also demand moments to savor, enjoy and to some extent, be left alone. The irony, we discussed, was that dining and restaurants specifically, are places where we expect and believe that we deserve to be able to achieve both.

We talked about how fast dining is moving and here I’m literally talking about the motorized bikes in New York City that feel emboldened to ignore all the laws around where they ride, in what direction and traffic lights are of course optional all in the spirit of getting food delivery orders to guests as quickly as possible.

All of this (the conversation with Branded’s non-executive director and then the before going to bed comment from my daughter) made me think of the expression “hurry up & wait” which refers to situations where someone is asked to act with urgency or rush to complete a task or arrive at a destination, only to find themselves waiting once they've done so. It’s often used to describe inefficiencies or frustrations in processes that demand speed but result in unnecessary delays.

I don’t think there’s a better example of “hurry up & wait” than at an airport when you’re racing to catch a flight and you’re rushed onto the plane, only to find out that the entire crew isn’t present, there are issues with the plane or inclement weather, and you’re left waiting (and frustrated).

When it comes to restaurants (and despite the eye roll I’m about to get), we’re a very different industry. The expression “hurry up & wait” is what’s expected of us by our guests and our guests want what they want when they want it. But once they get it, they want to be offered the opportunity to take their time to enjoy the moment, food & beverage, and their dining experience.

The expectation of patience from the venue and enjoyment of the moment for the guests lasts up & until the moment when the guest wants to leave and needs their check. At that moment, they often act like they’ve stolen something and have the need to get away from the scene of the crime as fast as possible.

The restaurant industry may well represent one of the most unique forms of our living in an age when we need to "hurry-up & wait", and b/c we need to deliver on both expectations to the very same person – our guests. We’re in an era where our guests are demanding attention and speed, but where they also expect venues to be patient with them and at times to also leave them alone.

Longstanding readers of the H^2 know that I’m now going to digress (but just for a moment BB) and share the origins of the expression “hurry up & wait”.

It’s attributed to military slang and became widely recognized during the World War II era, when soldiers used it to describe the frequent experience of rushing to prepare for an activity or event, only to end up waiting for orders, logistics or bureaucratic delays. The phrase entered civilian usage as returning soldiers brought it back into everyday conversations and it resonated beyond military use b/c many industries and life situations involve similar cycles or urgency followed by inactivity.

What struck me and why I made this the theme of this week’s Top of the Fold is the uniqueness of its application in the restaurant industry and specifically in our trying to meet the needs and expectations of our guests. The expression “hurry up & wait” reflects a universal human experience of dealing with misaligned timing and dependency on others.

But in the hospitality industry and again, specific, and unique to our guests, it’s the same person that’s waffling between their need for speed, but also their need to take their time. The guest wants to be greeted, seated, and served quickly and efficiently (well, greeted and seated quickly, but don’t serve them too fast or you’ll appear to be rushing them out of the table, but don’t serve them too slowly either for fear of the repercussions of making them wait too long). This same guest, however, also wants to be left alone to enjoy their dining experience.

A Historic Newsletter First – The Pairing of Tom Cruise & Yoda!

Think about this tightrope guests are asking the front of house and back of house restaurant staffs to juggle. This is both science and art at the same time and you’d might expect restaurants to require dance choreographers in order to manage the production of not just a single meal, but an entire restaurant.

At one of our restaurants, I watched a guest complain about the slowness of her food coming out from the kitchen only to learn that she had expressed her displeasure less than 7 minutes after placing her order for a ‘well-done’ hamburger. I literally observed the server explain to the guest the laws of physics, and how they apply to cooking and specifically the time it takes to properly prepare a well-done hamburger. Such preparation is fundamentally a series of physical and chemical transformations, governed by the principles of heat, energy and matter (okay, so maybe the server wasn’t that specific, but he did explain that it takes 6 – 7 minutes per side (for a total of 12 – 14 minutes) to cook an 8 ounce burger patty to reach her desired “doneness” and for whatever it’s worth, a well-done burger means fully-cooked, no pink and 160 degrees Fahrenheit). 😊

Guests don’t want to wait on lines at Quick Serve Restaurants (QSRs) or be told to wait to be seated at their table at Full Serve Restaurants (FSRs).

And b/c this is Branded’s newsletter, this is where I want to highlight that successful operators are leveraging technology & innovation to drive efficiencies and streamline operations while maintaining a most hospitable environment for their guests.

Are guests’ expectations of speed in some areas of a restaurant experience and slowness in others fair or just? For restaurant operators, we know the answer and it’s that it doesn’t matter whether it’s fair or just (since we always strive to make things right for the guest).

Think about some of the issues that’s impacted Starbucks as they’ve tried to balance the guest experience vs efficiency. Starbucks established itself and was celebrated for creating the “third place,” an attractive, welcoming, and peaceful place between home and work. It’s hard to be all things to all people and as Starbucks prioritized efficiency and speed, operations were streamlined, and the guest experience was diluted (and global sales dropped by 4%).

Was Starbucks’ shift and focus on streamlining operations executed to prioritize speed solely the result of its expansion and growth or was it a response to the changing consumer and its need to meet the demands of its guests. Spoiler alert, the answer is both and there lies just one of the challenges in our industry. The need for us to meet our guests where they’re at. The modern guest wants (expects) speed and efficiency, but at least for Starbucks, they also do not want to lose that intimacy.

It goes without saying that Branded embraces technology & innovation as well as emerging brands that are doing the same.

At Branded, we continue to celebrate the collaboration with one of our emerging restaurant partners, Big Chicken, and its embracement of tech & innovation that addresses engagement with their guests while also streamlining its operations. Big Chicken’s collaborations with our portfolio companies includes, but isn’t limited to Ovation, the market’s leading frictionless guest feedback and operational insights platform; Bite, the market’s leading kiosk platform designed to streamline operations, increase check size and elevate the guest experience; and Curbit, the kitchen capacity management solution for restaurants.

That’s right, I’m sharing some of my favorite technology partners that support one of our favorite emerging restaurant companies. (Have a BIG day!) 😊

Satisfying and ideally exceeding the expectations of our guests is the goal of every restaurant. Can technology be accretive here? Absolutely! The key is to lean into the tech & innovation that addresses the priorities that are influencing how your guests are spending while maintaining the food & beverage experience your guests expects.

Branded loves engaging with hospitality operators and exploring tech & innovation solutions that address the most pressing challenges and opportunities facing operators.

If balancing the need for speed while maintaining a hospitable environment for your guests is something you’re struggling with or would like to be exploring, let’s connect.

It takes a village.

An experience I had at my first job out of college (except I didn't chase my boss with a bat)

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The Shoutout section continues to celebrate various portfolio companies, partners, and friends of Branded. This week was loaded with action from our community, so while we've included 4 shoutouts this week, in the spirit of our Hospitality Hangout (and specifically Joe Rogan’s favorite podcast segment of all-time, the Branded Quickfire 😊), we’re going to go fast & furious through these acknowledgments.

The FIRST Shoutout goes to our friends and partners at Fishbowl, the industry’s modern restaurant marketing and guest relationship platform.

Fishbowl earned the top spot this week b/c of its partnership with another Branded portfolio company, GoTab (and I've shared a short clip below of the 'happy dance' I do whenever two or more of Branded's portfolio companies come together to collaborate).

I can't do the 'Carlton' as well as Mr. Alfonso Ribeiro, but that doesn't stop me from trying

GoTab POS works seamlessly with Fishbowl’s guest data insights to create smarter marketing, deeper connections, and more revenue. Together, GoTab and Fishbowl are streamlining operations and elevating the guest experience (both are big themes in the H^2 this week, right?!?).

But wait, there’s more!

I read an article from our friends at Restaurant Dive - 8 restaurant trends to watch in 2025 and I’ll take some liberties here.

I’m going to say that 2025 is the Year of the Guest, Guest Engagement and Guest Data (does Davidoff make an annual cigar for this?) and the article made me think of Fishbowl and how correlated the conclusions from this Restaurant Dive article by Julie Littman (Senior Reporter) and Aneurin Canham-Clyne (Reporter) are with Fishbowl’s Guest Relationship Platform.

Here’s what restaurant operators can expect and leverage from Fishbowl and you can look for yourself how closely mapped Fishbowl is to these restaurant trends to watch for in 2025!

  • AI-driven Operations: Uncover guest insights to drive smarter menus and marketing strategies.
  • Dynamic Pricing: Optimize revenue by analyzing guest spending habits.
  • Premium Takeout & Delivery: Seamlessly integrate online ordering to maintain consistency and quality.
  • Personalization: Create tailored offers and messaging with 360° guest profiles.
  • Sustainability: Highlight your eco-friendly practices with targeted marketing campaigns.

Yes, one Guest Relationship Management platform, and all these solutions!

TG: we’ve gotta make some cigars to celebrate AO and the team at Fishbowl!

The SECOND Shoutout this week goes to our partners from across the pond, ComAve and this sports fan engagement platform that's making things happen in Europe (and will be here in the US very soon)!

This e-commerce platform is redefining fan engagement with exclusive rewards, gamification, and seamless e-commerce for sports fans. At Branded, we value loyalty and that includes platforms that reward loyal customers, guests and now, sports fans!

Two things caught my attention this week in connection with ComAve and I appreciate Mr. S sharing them with me.

First, checkout this quick link: Arsenal and ComAve

Do you like Arsenal? Nice, not thrilling, but nice. Do you LOVE Arsenal, then let’s get you involved!

Second, this simple little image, and message which might appear to be a nice shoutout to the talented and successful, Mr. Michael Rubin. Respect!

Oh, don’t get me wrong, I love Fanatics, and this company is the biggest of the big dogs in the sports apparel world. Again, respect.

But Fanatics is monetizing a fraction (maybe 5%?) of the potential value from global sports fans and is doing this primarily in the US.

ComAve will engage with fans the other 95% of the time and will do so in 19 countries. Big respect!

This is going to be fun. Want to learn more?

The THIRD Shoutout this week goes to our partners at Brizo Food Metrics, the most comprehensive foodservice insights on the market.

Brizo, in partnership with our friends at IFMA The Food Away from Home Association, is hosting a must-attend webinar titled “Turning Data into Dollars: Will You Hit This Year's Numbers?” on Tuesday, January 28th at 2 PM ET.

In today’s challenging economic landscape, innovation and growth are top priorities, and Brizo is leading the way in helping foodservice companies unlock the power of market data to meet their goals.

At Branded, we love what Brizo is doing and are always happy to support our partners who are driving innovation in the industry. Whether you’re an IFMA member or not, this event is open to everyone—don’t miss your chance to learn from the experts! Interested? Register here.

And finally (yes, finally), the FOURTH Shoutout goes to Branded’s partners and our favorite East Asian Street Food Sauces company, Mr Bing Foods!

The leading foodservice distributor serving the southeast and the WORLD since 1925, Cheney Brothers (congratulations on your centennial!) has signed on with Mr Bing’s chili crisp and the company’s new Asian BBQ sauce.

This announcement followed a most successful limited time offer (“LTO”) by Moe's Southwest Grill (which you can conveniently checkout here: Moe’s Southwestern Grill Gets Spicy With Its New Chicken Offering).

Cheney Brothers was acquired by Performance Food Group this summer and the deal is expected to provide new opportunities in Florida, Georgia, and the Carolinas and increases the potential for private-brand sales.

Another highlight from Mr Bing this week includes Mi Cocina launching Mr Bing in 25 of its restaurants in not one but two if its dishes including Executive Chef David Stadmiller’s Salmon Adobo with Chili Crisp Green Beans.

Just a little reminder of Branded Hospitality's relationship with Mr Bing:

Branded Hospitality Ventures Expands Portfolio with First CPG Investment in Mr Bing, Leader in East Asian Street Sauces

Bing it on!!!


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Branded invites readers of the H^2 that are interested in learning more about our portfolio companies, and investment strategies to become part of our Access Hospitality Network.

This week I want to highlight our newest portfolio company, Embed Digital.

This is Branded's first investment into the world of digital signage and we couldn't be prouder to have partnered with the good people at Embed Digital b/c of the company’s operator-centric approach to delivering value to its customers.

Embed offers real time digital menu board customization for the QSR industry. By offering comprehensive, real-time synchronization with POS systems, seamless updates across an infinite number of units, and the easiest user experience for operators and team members, Embed Digital provides the leading digital signage solution for small to medium QSR operators. 

Branded loves how Embed leverages data-driven strategies, analyzes guest behavior to tailor content that boosts engagement and delivers tangible results.

Branded is all-in on the digital transformation that the restaurant industry is undergoing, and we’ve been looking for the right digital signage platform to partner with and bring into our community.

Why is digital signage important? Great question and thank you for asking.

A few factoids about digital signage:

  • The global digital signage market was estimated at $26.76 billion in 2023 and is expected to grow at a CAGR of 8.1% between 2024 and 2030.
  • As digital signage has become increasingly popular over the past 30 years, few companies have uniquely tailored their solution to serve the specific needs of a quick service restaurant.
  • Digital displays capture 400% more views than static displays, and 8 out 10 customers claim to have entered a store because digital signage caught their attention.
  • Customers that interact with digital signage report a 46% higher satisfaction.
  • 91% of customers indicated that digital menu boards have “significantly influenced their purchasing decisions” resulting in up to a 38% rise in restaurant sales.
  • Digital menu boards allow for extreme flexibility on menu items, pricing, and brand marketing, including the ability to drive new initiatives like dynamic pricing, daily special images, LTO marketing, and engaging video content

Branded believes that digital menu boards are no longer a “nice to have” and we've moved them into the category “need to have.” Digital signage and menu boards are essential tools for restaurants due to their ability to enhance customer experience, streamline operations, and drive sales. Mic drop!

Let’s remember how obsessed Branded is with Generation Z, the first fully digital generation who has been immersed in technology since birth. This generation has grown up with the internet, smartphones, social media, and digital devices as an integral part of their daily lives. Many have never experienced a world without these technologies.

And as I've written about previously, it’s NOT just the buying power of this generation that Branded loves, it’s also their influence over other generations that we think is incredibly powerful.

Digital displays are dynamic and eye-catching and draws the customers' attention more effectively than static signage.

But despite all of the above, I’m not here to convince you that digital signage is a “must have” for Quick Serve Restaurants (just like I’m not here to convince you that water is wet).

I’m here to tell why Branded partnered with Embed Digital as our digital menu board solution partner and provider of choice!

Embed has created a platform that empowers QSRs with real-time menu data. In connection with our partnership, Embed is launching its Digital Menu Controller (“DMC”) which allows for instant updates where you can modify prices, menu descriptions, calories, availability and more with only a few clicks.

Embed’s DMC offers seamless integration and syncs perfectly with your point-of-sale software. Finally, DMC offers real-time accuracy and ensures that your digital menu reflects information which benefits your brand and your guests.

The Branded Team is thrilled to have come together with Embed's CEO, Mr. Michael Mathieu and the entire Embed Team!

If you’d like to learn more about Embed and how this company can help your operation, please contact me directly.


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Introducing our exclusive 3-part Supply Chain Success Series, proudly sponsored by Foodbuy! In this series, we dive into game-changing insights from industry leaders who are transforming the way supply chains operate in the food and hospitality space. From technology-driven traceability to empowering independent operators, each episode offers invaluable takeaways to help you streamline operations and future-proof your business. Here’s a sneak peek of what’s coming up:

Episode 1: Amer shares iTrade Network’s Traceability Revolution Amer takes us through his journey from working with global giants like ADP and Yahoo to leading iTrade Network, a platform revolutionizing food traceability. He highlights the importance of compliance with FDA's FSMA 204 regulation and how iTrade’s foresight into traceability gives them a unique edge.

Episode 2: Paul’s Hands-On Approach to Supporting Independents
From forklift operator to CEO, Paul’s story reflects UFSO’s commitment to independent operators. He discusses tailored purchasing solutions, transparent pricing, and how UFSO combines technology with a human touch to level the playing field for smaller businesses.

Episode 3: Mike Explores Foodbuy’s Power to Unlock Cost Savings
With $32 billion in purchasing power, Mike reveals how Foodbuy is leveling the playing field for operators of all sizes. He explains how their tech-driven platform catches price discrepancies, secures rebates, and provides customized solutions to maximize savings.

Hot Takes throughout the series cover crucial topics like the impact of compliance costs, why networks beat isolated systems, and how to avoid supply chain disasters.

Tune into the episode and subscribe to our channel here: Hospitality Hangout

Re-Run of the Week: Listening and Innovating a Pepsi Promise – “Everything’s Better with Pepsi”

In this episode of Hospitality Hangout, we explore the fascinating journey of Scott Finlow, a marketing leader at PepsiCo with over 21 years of experience. Scott's career began with humble roots as a dishwasher, an experience that gave him valuable insights into the foodservice industry. Now, at PepsiCo, he leads innovative, consumer-focused marketing strategies and partnerships that connect the company’s brands with the foodservice sector. With a degree in English from Tufts University, Scott's global career, including time in Thailand working on brand management, has shaped his understanding of international markets and consumer behavior.

Scott shares how PepsiCo’s commitment to innovation has kept them ahead in the competitive market, despite the increasing role of automation in their business. The company's ability to listen to consumers and create culturally relevant products, like the Pepsi Pineapple collaboration with Little Caesars and the 20th anniversary celebration of Mountain Dew Baja Blast, reflects their deep connection to customer preferences. PepsiCo’s strategic marketing ensures they remain on top of trends like zero sugar, flavor exploration, and value-driven promotions. Scott discusses their partnerships with Jersey Mike's and Fanatics, showcasing the brand’s reach and relevance in today's market.

In this episode, Scott also provides insights into the growing influence of Gen Z, the importance of sustainable packaging, and how digital menus can be optimized using what he calls the “Three V's”—Visibility, Variety, and Value. PepsiCo’s new Menu Pro tool is designed to help operators navigate these evolving trends. The conversation also features lighthearted segments like "Talking Back," where Scott and the hosts share personal reflections on their careers and childhood dreams, along with fun games like "The Spice is Right" and "Branded Quick Fire."

Scott’s passion for innovation and his deep understanding of consumer behavior shine throughout this engaging episode.

Tune into the episode and subscribe to our channel here: Hospitality Hangout With Scott Finlow

You can tune in on:

Spotify: Click Here

Apple Podcasts: Click Here

Watch on YouTube: Click Here

Are you loving the Hospitality Hangout? Let us know! Please leave us a review here!


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MARKETING

Let's Talk About Those Terrible Cold Emails Please

By: Rev Ciancio, Head of Revenue Marketing at Branded Hospitality Ventures

Restaurants - are we sick of cruddy emails that really say nothing other than "I'd love to book a meeting?"


Trendy Drinks. Smart Profits.

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Food For Thought

SOUND BITES: How we hear the flavor of food

By: Dr. Melissa Hughes, keynote speaker & author

What food tastes and smells like obviously impacts the pleasure we derive from it. Visual presentation and mouthfeel in the mouth (i.e., its temperature and texture) are also important. But what about sound? Does what we hear change what we taste? Science says YES!


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That’s it for today!

See you next week, same bat-time, same bat-channel.

It takes a village!

Jimmy Frischling
Branded Hospitality Ventures
jimmy@brandedstrategic.com
235 Park Ave South, 4th Fl | New York, NY 10003


Branded Hospitality Ventures ("Branded") is an investment and solutions platform at the intersection of foodservice, technology, innovation and capital. As experienced hospitality owners and operators, Branded brings value to its partners through investment, strategic counsel, and its deep industry expertise and connections.

Learn more about Branded here: Branded At-A-Glance

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