After India-based restaurant technology firm UrbanPiper acquired similar American company Ordermark in June 2023, it had its first foothold into the U.S. market. This was big. But the company knew not to rush things. Before it did anything else, it went on a listening tour. Company leaders got out their passports and made several trips to the country. They emerged with several suitcases full of insights, some jet lag, and optimism for its North American future.
“I did nine trips in 10 months,” said Saurabh Gupta, co-founder and CEO of UrbanPiper. “I would get jet lag that lasted for five days. But I survived.”
He visited Ordermark customers and reassured them there would be no disruption in service.
“We wanted to make sure they’re happy with what they’ve been using and we won’t be changing that,” he said.
Those conversations had an alternative purpose. Intel gathering.
“We asked for inputs on what was missing in Ordermark,” he said.
It took those insights back to its product and engineering team to develop an improved platform. After a year of refining, the company started to roll out a new message to U.S customers.
“We told them we have a much better version of Ordermark and it just takes a click to convert you to UrbanPiper for free,” he said.
While UrbanPiper services some of the world’s largest restaurant brands in its global operation, including Pizza Hut and Subway, it sees an opportunity in the U.S. with smaller operators.
“A lot of small guys don’t use middleware and integration tools to manage their restaurants,” he said. “We feel like 80 percent of the U.S. market isn’t using this technology. And while advanced guys use technology, they don’t change technology. They miss out on new features that we have developed.”
Urban Piper boasts more than 350 POS integrations and has set itself a goal to expand its presence in the U.S. from 5,000 to 50,000 restaurant locations by 2027. It touts the quality of its data-driven insights, which can be easily consumed through tailored reports, heat maps, and filters.
Gupta knows this is a big market with a big upside and he’s determined to juice the orange.
“I got my master’s at the University of Southern California and actually graduated not far from Ordermark’s headquarters. It’s been fun to catch up with some of my old friends and make new ones in the U.S.,” he said. “I have also enjoyed getting to know our competitors. I think it is very healthy competition. We share notes with each other. I find the U.S. a very collaborative market and that’s something I enjoy.”
Now just to beat jet lag.
