Overview
“Menú Del Día” started sharing daily menus with restaurant-attending customers via fax in 1995. After +10 years of fine service, and while the first web pages popped up in the early stages of the Spanish digital entreprenurial scenario of the time, its pioneering email service couldn’t manage the 2007 crisis and about that time the business sank almost definitely. After a 5-year roundtrip in Chilean retail payments and loyalty industry, current CEO met Menudeldia’s actual founder and – for reasons that can never fail to excite wonder – he decided that this was the precise best framework upon from which start up a loyalty solution for everyday consumers.
Looking back, and being aware of still holding today an unfinished puzzle – of which we do keep plenty of pieces – we can now reach the evergreen conclusions in the startup stratosphere:
- no one gets it right the first time,
- pivot or die,
- damn the pandemic.
Take off
Jan 2017
Departure point
Madrid, Spain
Crew
Jorge, admin
David, sales
Eva, hospitality
It began with a Saas
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. A small river named Duden flows by their place and supplies it with the necessary regelialia
300 restaurants
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26.000 users
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2.900 emails/day
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20.000€ MRR
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We raised 65.000€ on summer and new sales plummeted while churn started failing terribly.
We managed to optimize our processes and get back from hell with a 2-people sales team.
During the pandemic, we invested it all in product development. Two SDRs were hired after the summer.
We reached a MRR of 17.000€ with 1/3 of the restaurants we eventually had: 100 instead of 300.
Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia.
Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river named Duden flows by their place and supplies it with the necessary regelialia.
Funding
2022 - Nov
200K € ENISA Gov. loan (after converting FFF's 50K €)
2020 - 2021
156K € founders + 50K € FFF loan + 35K € ICO loan
2019 - Jul
65K € FFF + 10K € bank loan for startups
2019 - Jan
58K € - ENISA loan (Gov. program) + 40K € bank loan for startups
2017 / 2018
33.1K € founders
A successful strategy
The old approach…
Realizing the cart was
before the horse.
Not only is it difficult to figure out what is, as a digital product, your real value to your customers, but also enormously hard and challenging to do so by demeaning your own solution to what it really is: another Internet tool among many others.
Locating yourself correctly in the decission-maker’s imaginary, and therefore understanding yours and other vendors’ real place in the restaurant business juncture, surprisingly at a lower level than expected, has been key for our own project’s comprehension.
Restaurant owners have many, many needs. Above all, as everyone knows, they always will need to save time and money. What nobody else noticed is the lack of awareness about the numerous solutions that exist, and so the troubles guessing what fits best for them.
So obviously we needed to display the available offer aswell as sharing our expert criteria for them to make the most convenient move.
And this is how Gastro Cloud was born.
The expected thing to do
We were (just) selling Saas
Whatever problem a restaurant may have, we certainly had come accross it since we started back in 2017. Being able to make a good point about every issue we encountered, and giving good advise for free, had a double positive effect: we were very well considered (sometimes as heroes!) and, more importantly, it turned our out-bound startegy into spontaneous in-bound sales. Restaurants reaching for advice over some new solution, legitimate interest on any other way we could help out and curiousity over some other product that we could suggest to keep performing as successfully…
We delivered trust in a platter.
The marketplace "shift"
Becoming problem-solvers
As this happened, it meant that our sales pitch needn’t neccessarily to start with or “Menudeldia” Saas anymore. Quite the opposite: it was held back awaiting its right time to flourish, just along any other product we commercialized. When the client mentions delivery, we spit out the big 4 and 3 other white brands. When booking platforms are mentioned, we sing that song. When a need for new Internet customers is detected, we show Menudeldia’s figures and emphasize on benchmarking (alternatives, price and ROI).
So now we get it! In order to buy wins, we need to buy runs, and only then we could really play ball. So lets gather those solutions to any problem a restaurant may have and let our customers pick them up.
Done deal!
Before Gastro Cloud
Mistakenly, we started conversations about ourselves, and restaurants had to listen to us. Luckily, some decided they were interested.
With Gastro Cloud
Restaurants share their pains and struggles while we take notes. After evaluation, we introduce the higher value for them, not us, assuming adecuate long-term relationships bring the most profit.
Win-Win-Win strategy
The New approach
2021 – Results & Stats
163
Average Ticket Growth
Among active customers
It takes a lot to be one of the most trusted providers for our scarce 100 clients, but it pays out beautifully if you’re patient.
One-shot Conversion
+14% conversion rate on one-shot sales. Average aggregated CR: 26%.
(12% + 14% on one-shot sales).
LTV
Cutting out 50% of churn rate and adding cross-selling’s new revenue results in huge ARR growth.
CHURN RATE
Among clients with 2 subscription products or more (27% of clients) is half of the regular ratio.
Some Cash Flow
Fun Facts & Indicators
25
of Cash Flow comes from restaurants' online sales (shops)
900
Monthly average cash flow per online store we manage.
100
Of restaurants that purchase online stores buys a 2nd product.
Gastro Cloud as a 2-sided platform
Marketplace – front
Digital tools suite – back
As we were working upside-down all along, a new concept was born.
Bla bla bla bla
All-in-one
Digital Solutions Suite
Gastro Cloud 360 is aimed to be the one and only place from where to manage a restaurant business, thanks to its many partnerships with key hospitality players.
Reverse engineering restaurants' digital services.
Making Gastro Cloud the touchpoint for restaurant owners and decission-makers to manage their business is as ambitious as revolutionary. Handling every business affair from one single place, and checking your everyday’s performance indicators from the device in your pocket is, indeed, what every owner would wish, if they only knew it was possible.
What we can achieve
If you do what everyone else is doing you will probably get normal results. In order to achieve extraordinary results, we need to start innovating massively.
Saas based income
- Recurrent commissions
- Lead-based fees
- High sales margin
- Higher on own products
- Huge retention, low churn
Integrations
- All-in-one UX
- Strategic feature dev
- Key B2B analytics
- Access to end user data
- Data-driven growth
Unique advantages
- High entry barriers
- Wide market span
- Sales dependency creation
- Client ownership
- Access to KYC metrics
State of the art solutions
- Benchmark partners
- Top quality content
- Ultimate inter-connectivity
- Global outreach
Introducing Pay Cloud
Our favourite
inside-built feature
Among many others, a loyalty solution for small restaurants to enhance end-users recurrency is a core project of Gastro Cloud's business model.
- Most demanded by customers
- Easy to launch inside Menudeldia
- Compatible with 3rd party products
- Key lever for B2C growth
- Tags along growth for Menudeldia
- Potentially independent loyalty fintech
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. They live.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. They live.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. They live.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. They live.
By users
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
By businesses
Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar.
Problems remain the same, but…
Every answer has changed
Although the pay-your-menu-bill feature for smartphone has been in Menudeldia’s forecast from the very beginning (in fact, it has always been considered its potential main source of income), it wasn’t until 2020 when the team could afford developing it.
Having the chance of not only building from scratch both Menudeldia’s and Gastro Cloud’s platforms, but also taking advantage of the latest Apple Pay opportunities (check out our fintech partner Divilo), it’s absolutely time to get to it. Timing couldn’t be any better.
Seriously, we doTarget B2C Audience
- Same as Menudeldia
- Same some B2B partners
- Restaurant customers
- SMEs customers aswell
- Online store customers
B2C Growth Strategy
- Within Menudeldia’s app
- Affilliate marketing
- Integrated in 3rd party products
- As a brand on its own (+2023)
Target B2B Audience
- Menudeldia’s + Gastro Cloud’s
- B2B partners’s customers
- Restaurants with loyalty needs
- Other local businesses
- Online SMEs stores
B2B Growth Strategy
- Within Menudeldia’s app
- As a white-brand feature for B2B partners
- Featured in GC marketplace + 360
- As a brand on its own (+2023)
It’s time you regained
control over your website
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Before Salient
Hand rolling code is fun sometimes, but not ideal for getting projects done quickly or allowing clients to maintain pages.
With Salient
Salient provides you a highly customized version of Visual Composer bundled with unique elements all available for use via the drag & drop interface.
Before Salient
Hand rolling code is fun sometimes, but not ideal for getting projects done quickly or allowing clients to maintain pages.
With Salient
Salient provides you a highly customized version of Visual Composer bundled with unique elements all available for use via the drag & drop interface.
Look deep into nature, and then you will understand everything better.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar.
Try not to become a man of success, but rather try to become a man of value.
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean.
Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar.
They Appreciate Us
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. A small river named Duden flows by their place and supplies it with the necessary regelialia.
Design Awards
Nectar Convention
2016-01-23
UI Convention
Salient Awards
2016-04-12
Web Design Envy
ThemeNectar
2016-06-15
Design Fusion
Salient Team
2016-07-28
Nectar Gathering
Frostwave
2016-09-23
Focus
“Your most unhappy customers are your greatest source of learning.”
What is the use of tech if restaurants haven’t got the ways to apply it in their business?
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Aliquam ligula lectus, efficitur non pretium quis, elementum quis sapien. Nunc dapibus mi vitae mi placerat eleifend. Cras ullamcorper molestie massa, at suscipit quam rhoncus vel. Suspendisse accumsan id diam et laoreet. Etiam eu feugiat nulla, sit amet volutpat purus. Vivamus vel erat pharetra, imperdiet ex eget, ornare tellus.
186
Percent increase in overall business
847
Products sold during the ad campaign
239
Rating reviews written since the launch
Problems remain the same, but…
Every answer has changed
Along with Covid and digital disruption, a new mindset has arised: if we want results that we’ve never had before, we need to start doing things we’ve never yet done. Technology moves so fast that whatever used to work for us will no longer get us to that same place. Not anymore.
In other words, if we did what everyone else is doing, we would probably get normal results, and a regular performance. In order to achieve extraordinary results, we need to start innovating massively.
The same applies to restaurant businesses. We believe that this precise conclusion has stuck among many SMEs owners, and the old ways of a restaurant business management is quickly stepping into a new era.
