Running a restaurant is like running a factory and a theater at the same time. You’re creating on-demand products while putting on a show. The logistics are insane, unpredictable, and constantly shifting.
That’s why most operators don’t even look for solutions — software, hardware, consultants, agencies, whatever — until the pain is already unbearable and waiting even another week isn’t an option.
Here’s the problem, vendors: if we don’t understand what your product is and how it helps within the first five seconds of seeing your website, your social post, your email, or hearing your cold call… we’re moving on. Period.
We don’t have the time or energy to decode jargon.
What is it? What does it do? How does it help?
And yet… most vendor websites, sales calls, and emails are packed with words that don’t mean anything to us.
Let me show you what I mean.
Example 1
Read this and tell me if you know what it is:
“This is your launchpad to limitless possibility. Imagine compressing distance into opportunity, turning hours into minutes, and converting logistics into pure momentum. Built on continuous innovation and supported 24/7, it’s the sky-scale platform that doesn’t just move you—it transforms the way your future unfolds.”
I’ll bet you’re confused. If you were actually looking for this thing, you’d probably just move on—because there are too many questions and not enough answers.
This is actually what Gemini created with that prompt ..
Here’s the reveal: that pitch you just read was describing… a helicopter.
Now try the plain-English version:
“A helicopter is an aircraft that takes off and lands vertically, can hover in place, and fly in any direction without a runway.”
Wasn’t that easy to understand? Right now you’re probably thinking, “I don’t need a helicopter.” Great—move on. But if you do think you might need one, your next questions are, “How does it work?” and “Where can I get it?”
That’s exactly what a good vendor pitch should do.
Example 2: Real-World Software
Now let’s look at how this plays out with restaurant tech.
Bad (gobbledygook): “We deliver a fully customizable cloud-native ecosystem that empowers hospitality enterprises to unlock operational synergy across multi-unit environments. Our dynamic platform optimizes guest engagement through integrated table orchestration while providing enterprise-level visibility into labor and cost structures. Designed for scalability, it future-proofs restaurant brands with seamless integrations and real-time intelligence.”
Better (still vague): “We’re a restaurant technology platform that helps full-service operators improve efficiency, streamline operations, and gain better insights across multiple units.”
Better, but I still don’t know what it is.
Perfect (operator-speak): “We are a fully customizable cloud-based point of sale system for full-service, multi-unit restaurants that need franchise reporting and table management, with integrations into labor and cost-of-goods software.”
Now I know:
It’s a POS (category)
Who it’s for (full-service, multi-unit restaurants)
What makes it different (franchise reporting, table management, integrations)
If that solves my problem, my next words are: “Tell me more.”
The Sweet Spot
If you’re selling to restaurants, here’s the formula:
Say what it is right away. POS, CRM, loyalty, scheduling, fleet management — I need to know what box to put you in.
Tell me what makes it special. Don’t say “we save you time.” Tell me what time you’re saving and how.
Use words I don’t have to translate. If I need to stop and figure out what a term means, you’ve already lost me.
Prove it fast. Drop a two-sentence mini case study or a straight-to-the-bullseye testimonial. Show me a restaurant like mine that solved a real problem using your product. If I can picture myself in that success story, it’s ten times easier to want what you’re selling.
If we both understand the words you use, and you’re solving a problem I actually have, your pitch will be short, clear, and guaranteed to spark the most important reaction: “How does that work?”
Here’s How We All Win
Restaurants — is this accurate? Would it make your life easier if more vendors followed this guideline?
Do we just want to be told what it is and what it does, or do we want to be dazzled with big promises and marketing jargon?
Vendors — your turn. Drop your 2–3 sentence explanation of what you do in the comments. No jargon. No mystery. Just tell us what it is and how it helps.
We’ll reply with pass or fail, ask questions, and offer helpful suggestions — but no negativity. This is a place to make the industry better, together.
Do you need help with any of this? Email me: [email protected]
—Rev Ciancio
WHAT DOES REV DO?
I help restaurants build guest marketing programs.
I help hospitality tech companies with lead generation and content marketing.
