Connecting restaurants to new delivery customers through virtual brands

Consultant Deliverables

• Business Plan

• Voice of Customer Interviews

• Problem Interview Script

• Solution Interview Script

• Go to Market Strategy

• Market Survey Planning and Implementation

• Marketing Collateral

• Product Messaging

• Fundraising Pitch Deck

• Wireframes

• UI Specification

• Product Requirements

• User Stories

• Growth Strategy and Implementation

• Financial Model

Introduction

Backhouse Brands is the only self-serve restaurant solution that combines B2B brand licensing, proprietary order & menu management technology, and consolidated financial reporting into a single platform. The startup is backed by Great North Ventures and was honored in 2022 as one of the top 15 restaurant tech startups in the United States by Hospitality Technology and MURTEC. The Backhouse Brands product suite includes a B2B marketplace for creating and licensing virtual brands, proprietary web and tablet order management infrastructure, omnichannel reporting, and 24/7 live order monitoring and tracking by real agents.

Introduction

Backhouse Brands has emerged as a pivotal player in the food industry, offering a unique marketplace for the creation and management of virtual restaurant brands. Initially operating under the belief that restaurants needed external ghost kitchens to manage peak capacity, the company embarked on a journey of market validation, leading to groundbreaking insights.

Challenge

The prevailing assumption at Backhouse Brands was that restaurants, burdened by peak capacity issues, required external ghost kitchens to handle third-party delivery orders. This perception suggested a significant gap in the market, potentially affecting the focus on dine-in customers.

Approach

To validate these assumptions, Backhouse Brands conducted extensive problem-solution interviews and surveys across five distinct customer segments. This approach was aimed at uncovering unmet needs and identifying real market problems.

Insights

Contrary to initial beliefs, the interviews revealed that restaurants were not consistently at maximum kitchen capacity. Instead, they were capable of managing additional order volumes within their existing setups. A critical insight was the strong preference for operating delivery-only brands from their current kitchens, utilizing existing staff, ingredients, and overhead.

Solution

Adapting to these revelations, Backhouse Brands developed an innovative platform that enables restaurants to create and operate delivery-only brands within their existing commercial kitchens. This solution is unique, combining B2B brand licensing, advanced order & menu management technology, and comprehensive financial reporting into one user-friendly platform. The platform’s success is exemplified by its backing from Great North Ventures and recognition as one of the top 15 restaurant tech startups in the United States by Hospitality Technology and MURTEC.