In this episode of Dated Delicacies, host Arun Kumar sits down with Techtris CEO/Co-Founder Jonathan Fetter to explore how technology is reshaping the hospitality industry. Jonathan shares insights on how Techtris leverages data analytics and artificial intelligence to enhance customer engagement and streamline operations. They discuss the importance of integrating technology to personalize guest experiences, improve staff efficiency, and drive revenue growth. Jonathan also highlights real-world success stories and the challenges businesses face when adopting new tools. This episode is a must-listen for hospitality professionals seeking to stay at the forefront of technological innovation.
From Freemium to Freedom
Freemium models have disrupted the restaurant tech space by making app adoption more accessible than ever. Platforms like DoorDash and Toast offer no-cost entry points, convincing even the most hesitant restaurant owners to give apps a try. While this approach introduces many to the potential benefits of digital ordering, limitations soon emerge. These include restricted customization options and the inability to fully control the brand experience.
Jonathan Fetterman predicts a turning point as operators seek solutions tailored to their unique needs. “Some will love these apps,” he notes, “but others will wish they could change the checkout field or own their brand experience end-to-end.”
With app fatigue on the rise and standard designs dominating the market, restaurants will increasingly explore custom solutions that enable differentiation and deeper ownership of guest interactions.
Taking Back Control of the Guest Ordering Experience
Modern consumers expect seamless, personalized interactions across all platforms, influenced by their experiences with brands like Amazon and Netflix. This rapid evolution in expectations presents a challenge for traditional restaurant tech providers, who often struggle to keep pace.
Jonathan Fetterman identifies API-first solutions as a game-changer, offering restaurants the ability to iterate quickly and maintain cutting-edge user experiences.
“As consumers, our expectations are evolving so quickly,” Fetterman explains. “When I ask my provider to customize something and they can’t, it’s frustrating because everyone else offers it.”
API-first platforms empower restaurant owners to take charge of the guest experience, ensuring their systems remain agile, responsive, and aligned with the demands of modern diners.
Creating Seamless Checkout Experiences
For many restaurant apps, fragmented experiences are a common pitfall. Linking retail or catering options to external sites via iframes can confuse users, especially when multiple logins are required.
Jonathan Fetterman critiques these clunky interfaces, emphasizing the importance of a unified checkout process powered by APIs. “A custom app isn’t custom if it relies on iframes and multiple logins,” he asserts.
By integrating tools like Shopify through APIs, restaurants can deliver a fluid, native experience that feels seamless to guests. This approach balances the flexibility of external platforms with the need for a consistent user interface, ensuring a checkout process that is smooth, efficient, and easy to navigate—even for less tech-savvy users.
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ABOUT JONATHAN FETTER
Jonathan is a seasoned hospitality leader and the CEO/Co-Founder of Techtris, a company delivering custom digital ordering solutions for restaurants. With over 15 years in restaurant operations and 5 years in hospitality technology, he brings a unique blend of operational expertise and technological innovation to the industry.
Previously, Jonathan served as VP of Operations at Planaday, a hotel tech startup. Prior to that, he held a key role at Bbot, where he drove significant sales performance and product innovation, contributing to the company's successful $15M Series A and subsequent acquisition by DoorDash. His deep understanding of restaurant operations, combined with expertise in sales, product development, and design, enables him to bridge the gap between technological solutions and real-world operational needs.
Jonathan holds a BS in Biological and Agricultural Engineering from the University of Florida.
ABOUT DATA DELICACIES—
Data Delicacies is a weekly podcast that dives deep into the world of technology and data as it pertains to restaurants. Host Arun Kumar interviews some of the best and brightest in the industry about all things hospitality tech, artificial intelligence, and machine learning.
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