Friends of Branded!

Happy Saturday and I hope you had a great week.

re, they’re too crowded.”

Our industry conferences are often a topic of conversation and for the most, people are understandably quick to talk about the costs, content, and their value. All of these topics are fair game and deserve discussion and I dare say even scrutiny.

Since Branded subscribes to Quinn’s Laws, that’s Doug Quinn, the owner of Hudson Malone’s and arguably one of the world’s greatest mixologists, we know we have to choose sides. When it comes to conferences, Team Branded is all in and we appreciate and value what these conference organizers are doing. That doesn’t mean the costs aren’t substantial or that the content isn’t deserving of scrutiny. I have to call like I see it, and I’ll admit that I find the conference business model more than a little antiquated, but these comments should all be taken as constructive criticism and I stand with the conference organizers and value the important work they’re doing for our industry. Can we help make these events better? I say “YES” and that’s one of the areas Branded is in fact allocating time and capital to.

The conference circuit was something Branded embraced when we launched our emerging investment & solutions platform and I dare say that showing up and not being a wallflower helped us tremendously. We also value how the organizers are in fact supportive of emerging companies and will work with you if you’re willing to work with them.

Branded’s friend and partner, Michael Beck, CEO at INC TANK GTM wrote an article on conferences this week and specifically how to attack them. With permission from Mr. Beck, I’ve copied a link to his article here: To Show or Not to Show?

I’ve reached out to my dad to inquire whether Michael and I may be related, but thus far it seems such is not the case and we’re just two extroverts operating in the same industry and that we both happen to look at things a similar way and also use a myriad of the same references.

We both clearly think we sound a little smarter when we reference Shakespeare and specifically the play Hamlet, but we also both embrace Coach Lombardi’s 5’s and that’s Proper Preparation Prevents Poor Performance! I’ve been using that one a high school coach drilled into his team, and I find it’s universally applicable to anything that matters (especially in my work which I view as a cerebral sport).

Michael piece does a fantastic job of laying out the debate of whether conferences are worth the investment of time and capital and offering a gameplan on how to make the most out of attending conferences.

I enjoyed Michael’s article so much, that I’ve made it part of this week’s Top of the Fold, but for Branded, I feel like the character Papi in Seinfeld and on the issue of conferences, there is no debate! (JB: when you first read Papi, did you think it was going to be Big Papi?). 😊

In a world where remote work still plays a role (too big a role if you ask me, but that’s a topic for another day) and where video calls have made it too easy not to do in-person meetings, these conferences have become essential for relationship building. Industry folks investing the time and money to attend these events tend to show-up to make the most out of these events. Of course, there are those that go through the motions or don’t follow the rules of engagement as laid out by Mr. Beck. Everyone can and will approach a conference in the manner they feel is best or the way they were taught to go about these events.

For Branded, we take these events with the seriousness in which they deserve. We’re asking members of our team to be away from the families, to start the day early and play through until the end each day. We ask them to keep up with work away from the conference, but still to prioritize the event they’re attending, be present and show up!

The preparation and work that goes into these events before they even start is not just critical, but represents the foundation for how we will have a successful event.

Michael Jordan said, “practice so hard that the games are easy.” I’m not saying these events are easy, but it's absolutely the preparation that makes them successful.

I started this Top of the Fold off by mentioning not just Branded’s participation in the WiRL Summit, but the feedback I’ve been reading online. This is what showing up, engaging and a well-run event looks like!

What happens in Nashville… ends up on LinkedIn!

I want to congratulate our friend Mr. Danny Klein, the Food Service Network, all the sponsors and the WiRL Advisory Board for showing how good these events can be, why they’re important and why we show up!

IFMA’s COEX that kicks off tomorrow is a different of course (there’s no Barbie party that I’m aware of, thank you Olo for that treat 😊), and it’s such an important annual event that Branded is proud to support. The food-away-from-home industry is what COEX focuses on and that represents about 60% of total food expenditures in the US. Of course, the big chain operators come together for this event, but it’s the rest of the supply chain, including manufacturers, service providers and supply chain partners showing up that makes this event such a critical one for our industry and therefore Branded.

Congrats to our friend Phil Kafarakis, in advance, on what I know will be another tremendous event and the entire IFMA team and Board for continuing to work so hard to make this event one of Branded’s must-attend conferences each year.

Yes, the conferences are so crowded, nobody goes there anymore (but Branded does b/c we love showing up!). 😊

What’s that saying about success? Oh yeah, thanks Woody!

This is going to be a unique Shoutout section this week and I dare say a FIRST for the H^2.  Branded has produced well over 200 editions of the H^2 since converting a team-only e-mail into a newsletter, but never has a single company OWNED the entire Shoutout section.

As a person obsessed with fairness and also being unfiltered, direct and hopefully always professional and respectful, you could accuse me of making this week's entire Shoutout section b/c I sit on this company’s board or b/c they’re a meaningful portfolio company of Branded. Both of those things are true. But when you look at the week that our friends at Copia had, I think only Jeremy Lin of Linsanity-fame has put together a stronger 2-weeks!

Don’t believe, let’s dig in!

The FIRST shoutout for Copia is in connection with the announcement of the company’s newest board member, Mr. Greg Creed. I knew of Mr. Creed long before I knew Mr. Creed, but I had the privilege of meeting for the first time down at the Prosper Forum in August 2024 (conferences, in-person events, important). Copia’s CEO, Kimberly Smith, was also at the prosper event and well, good things happen when you show-up.

I’ve pasted the official announcement about Greg Creed joining the board at Copia here: Copia Welcomes Greg Creed to Our Board of Directors, but just in case clicking links isn’t your thing, I’ve pulled the following from the announcement:

“It’s crazy that so much good food is wasted when there are still too many people going hungry,” said Greg Creed. “Copia is a way to correct that imbalance while at the same time making it easy for restaurants to do the right thing.”

Greg’s decision to join Copia is a powerful endorsement of the work we’re doing—because no one wants to throw away good food. Copia makes donation effortless so businesses can focus on what they do best. As a seasoned executive, he understands firsthand the operational complexities that restaurants, hospitality businesses, and food operators face when it comes to surplus food. He also recognizes the huge financial and social opportunity in turning surplus food into an asset rather than a liability.

I love the community I’m fortunate to be part of and that includes the boards I serve on. The NY Mets may have had the best free agency pick up in Major League Baseball with the signing of Juan Soto, but I think in the world of ResTech, I think the honor goes to Team Copia!

The SECOND shoutout for Copia is thanks to our friends at Informa (the industry’s leading conference and event organizer…are sensing a theme here?) and their inaugural “sustainability report.”

Associate Editor Reyna Estrada contributed an article on how what ResTech companies are doing to make sustainability in the restaurant industry simple and valuable to operators.

You can checkout Ms. Estrada’s article here: Restaurant Tech Companies Want to Make it Easier to be Sustainable

The THIRD shoutout for Copia comes as a result of a blog post on Thursday this week by the good people at Tender Greens Palo Alto.

Each year, nearly 92 billion pounds of food—almost 40% of the US food supply—ends up in landfills. This waste not only harms the environment but also represents a lost opportunity to help those in need.

From the article: Tender Greens Palo Alto is taking action by partnering with Copia, a leading food recovery platform, to ensure that surplus food doesn’t go to waste but instead nourishes the local community. Through this partnership, Tender Greens is able to share its extra food with those who need it most, turning what could be wasted into a source of nourishment.

Tender Greens Palo Alto’s commitment to sustainability and community support is an inspiring example of how businesses can use their resources for good. By using Copia’s platform to redirect excess food to those in need, they’re showing that reducing food waste isn’t just about saving money or improving efficiency—it’s about making a tangible difference for people and the planet.

You can read the post here: Tender Greens Palo Alto Shares Surplus Food with the Community

And finally, yes, finally, the FOURTH shoutout for Copia is the announcement that Los Angeles County has chosen Copia as a key partner in advancing its “Care First” approach, to efficiently and effectively redistribute nutritious food to justice-impacted communities. This initiative will help 100 restaurants and food service businesses redirect high-quality, nutritious surplus food to people facing food insecurity—all at no cost to participating businesses.

This grant reflects the County’s investment in community-driven solutions that support justice-impacted individuals and help prevent incarceration, while also strengthening local businesses and reducing waste through food donation.

Copia is the only technology capable of supporting different food types, including prepared food, and accommodating on-demand donation cadences—ensuring the maximum amount of surplus food is recovered.

As Branded’s own little PSA, if your business operates in Los Angeles County, this is an opportunity to make a real impact - while streamlining food donations through Copia’s simple, tech-enabled platform. There are a few spots available. If you’d like to participate, you can sign up through LA County HERE today!

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.

In this episode of Hospitality Hangout, Chef Laurent discusses his culinary world. He tells us of his early days in France to becoming a renowned chef and restaurateur in the United Stated. His blend in fine dining techniques with accessible, high-quality food experiences has led to successful concepts and his latest venture into Philadelphia. Laurent shares his thoughts on the evolution of the restaurant industry, the role of social media in modern hospitality, and the delicate balance between culinary artistry and business operations.

Listen now and stay ahead of the game! 🎧

Tune into the episode and subscribe to our channel here: Hospitality Hangout With Chef Laurent Tourondel

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

Check the analytics on your website. I guarantee the number one source of traffic, maybe even up to 75% of all clicks to your website, are coming from Google.

By: Seth Temko, Solutions Services Partner at Branded Hospitality Ventures

Business optimization isn't about extraordinary individuals forcing success—it's about empowering ordinary teams to achieve extraordinary results together.

By: Dr. Melissa Hughes, keynote speaker & author

A memorable guest experience isn’t just about efficiency or amenities—it’s about the emotional atmosphere that greets them the moment they step through the door.

By: Michael Beck

Welcome to the first-ever edition of Beck to the Future, where I, your humble guide and frequent bad decision-maker, take you on a whiplash tour through the intersection of cutting-edge innovation, hospitality, and the desperate clinging to the past that is my garage storage system.

Ready to showcase your ideas and insights?

Share your article with us for a chance to be featured in The Hospitality Headline!

We’re excited to spotlight diverse voices and spark meaningful discussions within our community. Submit your piece and let’s make your voice a headline!

That’s it for today!

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

It takes a village!

Jimmy FrischlingBranded Hospitality Ventures[email protected]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