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The Genesis of Superorder
While studying computer science at Columbia University, Raghav Poddar observed the challenges restaurants faced in establishing a robust online presence. As a frequent user of food delivery services in New York City, he recognized the potential for restaurants to showcase a wider variety of dishes and cuisines online. In today’s digital age, a strong online footprint is crucial for restaurants. A survey revealed that 77% of diners check a restaurant’s website before deciding to dine in or order out. Alarmingly, nearly 70% of these potential customers were deterred by an unappealing website.
Introducing Superorder’s Solution
To address this gap, Poddar introduced Superorder (previously known as Forward Kitchens). This platform offers a comprehensive suite of tools for restaurants, ranging from website creation, menu management, and order handling to marketing and financial management. The recent announcement of Superorder securing $10 million in funding, led by Foundation Capital and featuring participants like Y Combinator’s Michael Seibel, underscores the platform’s potential.
The Rise of Off-Premise Dining
The COVID-19 pandemic accelerated the trend of off-premise dining, with two-thirds of adults now more inclined to order takeout than before. However, Poddar believes that many restaurant owners, despite adopting digital tools, are not maximizing their potential. Challenges like updating operational hours across multiple delivery platforms can be time-consuming. Superorder aims to simplify these processes, allowing restaurants to manage their online presence seamlessly.
Virtual Restaurants: A New Frontier
Superorder also assists restaurants in launching “virtual restaurants” or multiple brand storefronts operating from a single kitchen. By employing data science, Superorder identifies popular dishes within a restaurant’s delivery radius and collaborates with them to design menus and visuals for these virtual brands. However, the concept of virtual or “ghost kitchens” has its challenges, including high operational costs and stringent requirements from third-party delivery platforms.
Innovative Use of AI
One of Superorder’s standout features is its use of generative AI to create menus and images for virtual restaurant listings. While there are concerns about the accuracy of AI-generated images, Poddar emphasizes that Superorder’s AI offers visuals close to real food items, eliminating the need for professional food photography.
Superorder’s Vision for the Future
With its base in New York City and operations in over 180 cities across the U.S., Superorder has facilitated approximately 1.5 million orders. The online food delivery market is projected to grow exponentially, from $160 billion in 2022 to $483 billion by 2032. Poddar envisions using the recent funding to expand Superorder’s teams and product offerings, aiming to become the ultimate off-premise operating system for restaurants.
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