Eat Pray Love

Jimmy Frischling
June 21, 2025

In partnership with

Friends of Branded!

Happy Saturday and I hope you had a great week.

The H^2 doesn’t do politics but in the spirit of channeling American talk radio host, political commentator and actor, Jerry Doyle, we’re also committed to calling it like we see it (when it comes to being candid on the hot issues).

Quick sidebar on Mr. Jerry Doyle, his first television role was on the series Moonlighting where he played one of several potential replacements for Bruce Willi’s character.

As an operator-centric investment platform focused exclusively on all things hospitality, technology and innovation, there is one thing we know to be true about our industry, it’s about our people.

Now here’s some real-talk, there is no industry that employs more undocumented immigrants than the foodservice industry (and I’ll define that as the work that takes place from farm-to-fork). From the agriculture & farming to the meatpacking & processing, to the restaurants & venues that sell and serve food, the foodservice industry relies on both immigrant and undocumented labor.

That’s right, we’re getting serious today!

The agriculture industry remains the top employer of undocumented workers, with 50% of all hired field and crop workers falling into this category. In sectors like farming, fisheries and forestry, undocumented immigrants account for roughly 26% of the workforce. It is estimated that over one million undocumented immigrants work in agriculture.

In meatpacking plants, particularly in areas like Kansas’s “Golden Triangle,” over half the workforce is foreign-born and many are presumed to be undocumented. Nationally, about 27% of meatpacking employees are undocumented.

Calling it like I see it, these industries involve labor-intensive, low-skilled jobs that have proven to be hard to fill with native-born workers. These jobs are often associated with lower pay and offer less stable working conditions, which makes these positions more accessible to undocumented workers.

On the restaurant side of the foodservice industry, about one million undocumented immigrants work in the industry which constitutes about 10% of the US restaurant workforce. 70% of US restaurants are independent and this segment of the market is particularly dependent on immigrant and undocumented labor especially in roles such as cooks, dishwashers, and servers.

The administration’s current immigration actions and specifically the ICE raids and directives are impacting the agriculture and restaurant industries, and these actions threaten critical labor supply which in will impact food production. Let’s be crystal clear, disruption in food production is a polite way of saying that consumer food prices will increase.

I subscribe to the theory that sometimes you’re the bug and sometimes you’re the windshield (and therefore the most important thing is to know which role you’re playing in any given moment).

The independent restaurants, the majority of US restaurants, are the bug in this scenario, but that doesn’t mean we can’t voice opinions and maybe recommendation actions that need to be taken. I’m not one for raising an issue or problem without offering a solution.

From farm-to-fork, we need a solution to address our dependency and the criticality of immigrant and undocumented labor that is so critical in our industry. The solution is well-known and it’s in the expansion and reform of our visa programs and specifically the H-2A Visa Program. Knowing the answer and executing are different things. We need to modernize of how undocumented workers can have a path to achieve legal status. That’s what’s needed and it takes real work, but that’s what must happen.

On the agriculture side, we need to modernization of the E-Verify program with agriculture specific safeguards and the ability to certify agricultural workers. This solution is backed by the American Farm Bureau Federation.

On the hospitality side, we need a hospitality-specific guest worker visa. Such a visa is supported by the National Restaurant Association and the American Hotel & Lodging Association.

Let’s not forget that during the COVID-19 pandemic, restaurant workers were officially classified as essential workers and continued to operate when many other industries were shut down.

In nearly every state, restaurant services remained open for takeout, delivery and drive-thru throughout the lockdowns to support healthcare personnel, food supply chains and other essential workers. The Department of Homeland Security included food services in its guidance as part of critical infrastructure. Restaurant employees were considered vital to keeping communities fed.

The Cybersecurity and Infrastructure Security Agency, part of the Department of Homeland Security, deemed food service workers to be part of their “Essential Critical Infrastructure Workforce.” Similarly, the Department of Labor recognized essential food service and hospitality staff and provided them with specific protections under relevant labor rules.

Whether it was during the COVID-19 pandemic or the current enforcement of our immigration laws, we find ourselves a most challenging or even conflicting paradox. We have a foodservice industry that has a reliance on an undocumented workforce that is critical to feeding our country, but we undervalue this very workforce.

The disconnect between an essential workforce and one that is plagued by challenging labor conditions, protections and compensation is unsustainable.

Again, nothing above is intended to be about politics and is completely reality based.

One of Branded’s LPs likes to remind me that unless it will go on forever, it will end.

People will eat and drink every day for the rest of their lives. Of course, how we eat & drink or where we eat & drink will continue to evolve, but the need for us to have a safe and functioning food supply chain and system in place is not debatable (and it’s not a partisan issue).

Let’s collectively work to solve this issue and protect this industry that is beyond important and so very loved.

It takes a village.

#1 Hospitality Podcast

The FIRST shoutout this week goes to our partners at Cut+Dry, the foodservice industry’s best e-commerce platform.

One of the things Branded’s loves about Cut+Dry is that they do things a little differently.

If you’re a foodservice manufacturer or distributor juggling manual workflows, I want to stand on my soap box and encourage you to reach out to Cut+Dry. This company will help you address everyday tasks that you can automate to save time, reduce costs and your business scale faster. From order processing to pricing strategy, Cut+Dry can help you automate these tasks and be your competitive advantage.

Cut+Dry shared a list (and I love lists) of 5 everyday tasks you can automate in e-commerce.

I’ve attached the link for those interested in learning more here: 5 Everyday Tasks You Can Automate in E-Commerce

Not to take away from the link, but the 5 everyday tasks are:

Automated Order Processing
Inventory Management
Automated Customer Service
Email Marketing
Pricing Strategy

Automation isn’t just for the large broad liners of the world - it’s a practical, affordable toolset that’s becoming essential for Foodservice businesses. Whether you’re a manufacturer streamlining order entry, a distributor optimizing your pricing in real time or an operator looking to save time, automating these five everyday tasks can give your team hours back and drive measurable gains across the board. Start small but start now. Even modest automation efforts can snowball into big improvements in efficiency, customer satisfaction, and profitability.

The SECOND shoutout this week goes to our partners at Copia, the foodservice industry’s best solution to redistribute high-quality surplus to people in need. Copia helps neighbors, improves profitability, and reduce emissions all with one simple app.

I’m super proud to share that Copia has been named one of Inc Magazine’s Best Places to Work (again!!!).

You can see the list and article from Inc. Magazine here: Best Workplaces 2025

This recognition reflects something Branded always believes to be true: when you bring together mission-driven people and give them the tools to lead with purpose, incredible things happen.

Copia is all about the community it serves and that’s really about the local community of each of its customers that donate through the Copia App. Every meal shared with a neighbor in need, and every pound of food kept out of the landfill, it all starts with Copia’s team and its customers.

The entire Branded team wants to thank to the Copia Crew for not only being recognized as a great place to work, but a place that is driving real impact - for people and the planet.

And as long as I’ve included Copia in this week’s shoutout section, I want to use the balance of this section for a call to action for the foodservice industry.

In the US alone, nearly 40 million tons of food are wasted each year. That’s billions in lost profits and even bigger losses when you factor in tax write-offs, environmental impact, and the communities we could be feeding.

Copia helps foodservice brands turn surplus into strategy and makes it easy (and profitable) for businesses to:
✔️ Cut waste
✔️ Earn enhanced tax deductions
✔️ Comply with state food recovery laws
✔️ Feed people in need in their own neighborhoods
✔️ Reduce their carbon footprint — one tray at a time

A number of leading brands are leveraging Copia to share their surplus with their communities and I want to shoutout The Cheesecake Factory, Sifted, Sutter Health, Benihana, True Food Kitchen, Stanford University - Stanford Health Care, Pinterest, 1 Hotels, and Pok-e-Jo's Smokehouse as just some of Copia’s customers.

The Branded Team wants to give a big thank you to our friend and Copia’s CEO, Kimberly Smith and the entire Copia Team for leading such a turnkey and innovative solution.

Want to learn more? Click the photo above to get in touch!

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

This week I want to dive into our partners at Fishbowl a little bit and I admit that the genesis of this idea was the recent acquisition of SevenRooms by DoorDash.

SevenRooms offers marketing, operations and guest experience tools to the hospitality industry to help improve guest relationships, boost operations and drive revenue growth. It delivers this primarily through reservations, waitlist, and table management as well as revenue management and marketing tools like review aggregation, revenue management, referrals, email and texting and marketing automation.

The acquisition price of SevenRooms by DoorDash? $1.2 billion.

Reading about the acquisition of SevenRooms by DoorDash got me thinking about Fishbowl and its operator-first mentality and how it strives to make technology a tool to better understand guest behavior. Guest behavior is NOT about transactions, it’s about understanding your guests’ preferences, patterns and feedback. It’s about recognizing who your guests are, and just what they ordered.

Today’s guests don’t just want to be served, they want to be heard, they want to feel a connection and be part of something.

Yes, we’re getting personal and that’s what operators need to do, make it personal!

When restaurants respond with personalized offers, relevant communication and experiences that feel tailored, that’s when loyalty is earned (as opposed to bought).

Fishbowl’s GRM (Guest Relationship Management) platform helps turn data into dialogue and allows operators to:
✔️ See behavior across channels
✔️ Tailor outreach to individual guests
✔️ Automate feedback loops that actually drive action

In the competitive restaurant landscape, loyalty is built through relationships, and those relationships start with listening.

Guests expect more than a great meal. They expect personalized experiences tailored to their preferences, relevant communication that feels human, and proof that their feedback drives real change.

That’s where Fishbowl comes in as it helps equip restaurants with the tools to listen better, respond faster, and connect deeper at every stage of the guest journey.
✔️ SMS & Email: speak directly to your guests with targeted, automated messaging
✔️ Loyalty: understand behavior and reward guests in meaningful ways
✔️ Reviews: our newest tool to capture sentiment, analyze feedback, and close the loop
✔️ GRM: bring it all together with a centralized view of each guest and their interactions

Fishbowl makes it possible to move from data to action so you’re not just hearing your guests, you’re truly understanding them.

When your tech is built to listen, your guests feel the difference. The goal isn’t just collecting feedback, it’s about closing the loop with timely, relevant action that shows the guest they’ve been heard. Because the real magic happens when guests feel understood.

To explore opportunities to collaborate with Fishbowl or to discuss Branded’s work with this company, please contact me directly.

NYC Co-working Space

Featured Episodes - Guac, Grit, and Guest Experience: The bartaco Playbook & Breaking Bread & Bold Ideas: Marc Torres on Cheba Hut, Hospitality Trends, and the Future of Fun Dining

Double the episodes, double the flavor. This week on Hospitality Hangout, we’re serving up not one, but two powerhouse conversations recorded live from RLC’s Influencer Alley — and trust us, you’re going to want seconds.

First up, we’re getting real with Marc Torres, CEO of Cheba Hut Toasted Subs, the cannabis-themed sub shop that’s anything but cookie-cutter. Marc drops insights on everything from building an experience-first brand to creating a tech stack that enhances the vibe, not just the speed. It’s unfiltered, offbeat, and packed with bold strategies that any operator or investor will want to hear.

Then, we sit down with Anthony Valletta, President & CEO of bartaco, the fast-growing concept that’s redefining what “fun dining” really means. From tech innovation to scaling hospitality across multiple units, Anthony breaks down how bartaco is creating craveable guest experiences that go far beyond tacos. Both episodes are full of laughs, loud ideas, and can’t-miss advice from two leaders shaking up the industry. Tune in, take notes, and get inspired.

But wait — we’re not done yet.

We also dropped a brand-new Hospitality Hustlers episode that’s all heart and hustl. In Grill. Grind. Greatness., we sit down with Derrick Hayes, CEO and founder of Big Dave’s Cheesesteaks, to hear how he turned flavor into a movement and adversity into a mission.

Sponsored by our friends at Toast, this episode is packed with real talk, raw inspiration, and hospitality gold from a leader who went from the streets of Philly to national headlines. If you need a reminder of why this industry matters — and what’s possible when purpose meets grit — this is the one to queue up next.

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!

Final Chance to Own a Piece of Virtuix

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✅ $18M+ in product sales
✅ 400K+ registered players
✅ 4X revenue growth in the last fiscal year
✅ Backed by $40M+ from top investors, including Shark Tank’s Kevin O’Leary

With over $2.7M raised in this round, investor demand is accelerating — but the raise closes June 20.

This is your final chance to back one of the most exciting players in the VR space.

Invest in Virtuix. Closing Soon.

_{This Reg CF offering is made available through StartEngine Primary, LLC. This investment is speculative, illiquid, and involves a high degree of risk, including the possible loss of your entire investment.}

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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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