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Reservation: Restaurant Influencers host Shawn Walchef is a paid consultant and content creator for Toast
How does a story turn into a legend? When there is a reason for people to maintain telling it.
Sometimes what looks as if an odd day in the lifetime of an entrepreneur becomes a work of corporate folklore. If we are lucky, these magical moments can be recorded to share with the future.
There are several old photos that capture one such moment in history Toastwhen the way forward for restaurant technology was being created in a small, sparsely decorated basement office in Burlington, Massachusetts. The photos show boxes on the floor, scattered equipment and a worn brown sofa pushed up against a white desk covered with tablets and other devices running early versions of the software.
It’s amazing how far the company has come from those humble beginnings. Twelve years after its founding, Toast moved to its brand latest headquarters (or “headquarters” as the company jokingly calls it) in Boston’s busy Seaport District in March 2024.
On their first day at the latest headquarters, enthusiastic “Toasters” toured their latest workplace, drinking lattes with foam graphics inspired by toast on top. Thanks to modern architecture and ample space for communication, contacts and cooperation – in addition to many other attractive amenities – the latest office looks completely different than the one visible in the old photo. But deep down he has the same strictness and devotion that accompanied him in his first home.
“When we came up with the idea for Toast at a Bar in Kendall Square over a decade ago, we never imagined the impact it would have on so many people and companies,” says co-founder Amana Narang.
Founding toast
Toast was founded in 2012 by Aman Narang, Steve Fredette and Jon Grimm. They all worked together at Endeca, which was sold to Oracle in 2011. They knew they wanted to start out a company together, but that they had to return up with a big idea that would work.
The idea for Toast got here about during one of the many times the trio dined together in Boston. They waited an annoyingly very long time for their check and wished they may pay with their smartphone. This was their big idea.
Aman, Steve and Jon knew that by working together and following their instincts, they may develop latest technology that might help the restaurant industry.
“In the beginning, we were able to build a platform that stood out for restaurants because we lived and breathed restaurants,” Aman said.
Villain culture
Aman remembers early on meeting one of Boston’s larger hospitality groups who were considering about trying Toast.
It was a very essential meeting for an energetic company from the latest technologies industry.
When the conversation turned to product support, the Toast team pointed to the “24/7 Support” promise on their website. “And he was smart,” says Aman. “He called the support number.”
At that moment, the phone in Aman’s pocket began ringing.
Right in the middle of the meeting.
“What I didn’t tell him at the time was that the support number was actually a Google Voice number that rang on the phones of all employees in the company,” he recalled. “And so the phone starts ringing in my pocket as I sit next to this guy and his entire team.”
After the fourth ring, Aman took out his phone and handed it to the team. “I told you we have 24/7 support,” he told them.
To at the present time, this group is a Toast client.
Sometimes growing your business requires improvisation and knowing when to do the right thing at the right time. “I use common sense,” adds Aman, “and above all, I act briskly.”
How do you maintain any such reluctance as your business grows? “Part of it is our culture,” Aman said, adding that many Toast employees have extensive histories of working in the restaurant industry. “The work we do matters. It’s tangible. It is intended for our community.”
The big picture of success
Aman believes that the continued vitality and forward-thinking culture at Toast comes all the way down to communication at all levels. “One of the biggest trends is simply what you hear from your customers and from your teams,” Aman said. – And we’re just ensuring we do not lose that signal.
By building his journey and helping to take Toast to a monumental level, Aman saw first-hand how much energy and effort went into building a great restaurant. “I have great respect for restaurateurs because it is a business where there is always something going on… As a result, supporting them is significant work,” he said. “And that’s what gets me out of bed every morning.”
Looking back at the now famous photo of the first Toast office, it is clear that there is much more behind it than we will see on the surface.
Such photos remind us of the moments when the founder must do the whole lot to rework his dreams into a real foundation for development. Aman, Steve, Jon and the Toast team they built have worked tirelessly for over a decade serving restaurants, and Toast’s work is far from over.
As they settle into their latest office in Boston, Toast writes the next chapter of their legendary story.
“Now I appreciate that you can walk into a restaurant anywhere in the country with a toast with the logo on it and people know what it is,” Aman said. “Along the way, I learned how important naming and branding are because they can represent what you stand for… What your values are, who you are, and what your brand represents.”
About influential restaurants
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