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Breakout Session / Tuesday / October 11, 2022 / 9:30 AM

Extending Hospitality to the Digital Customer

Digital ordering is more important than ever. What considerations should be made around the experience layer of a restaurant’s tech stack, and how can great UX help deliver better hospitality for the online customer?

This panel will share their insights on building and maintaining a phenomenal digital restaurant experience.


Seth Cohen | President & Co-Founder | Sweetfin
Seth Cohen is the President/co-founder at Sweetfin and directs their marketing and strategic partnership/business development initiatives and serves as Sweetfin’s director of real estate. Seth received a Bachelor's degree in business from the USC Marshall School of Business and a concentration in International Business through the Copenhagen Business School in Denmark. While at USC, he worked in business development at Live Nation Entertainment alongside the President of Global Venues to help develop new revenue streams at the Live Nation owned properties. Prior to conceptualizing Sweetfin, Seth worked in commercial and residential real estate financing where he was heavily involved in real estate credit and underwriting analysis.
Adam Griffith | VP of IT | Original ChopShop
With a passion for high-growth restaurant companies, Adam Griffith joined the team that purchased Original ChopShop in 2016. As Vice President of IT, he implemented enterprise technology solutions that enabled ChopShop to grow from 3 shops in Phoenix to 19 shops in 3 states. Before joining Original ChopShop, Adam led technology transformation at Smoothie King, where as the Director of Store Systems he helped lay the groundwork for the technology transformation for their 900+ franchise locations. He also spent five years at Cafe Rio Mexican Grill, growing the brand from a regional to a nationwide presence by 2014. Adam began his career as a Consultant with Radiant Systems (now NCR), spending years working with top hospitality brands to find solutions to run more efficient and profitable restaurants. Adam holds an MBA from the University of Utah and a bachelor's from the University of North Texas.
Jane McPherson | SVP of Marketing | Capriotti's and Wing Zone
Jane McPherson is Capriotti’s Senior Vice President responsible for marketing and technology. She brings more than 20 years of marketing experience and deep knowledge of the franchise restaurant category.

Brett Spiegel | Co-Founder & COO | Koala, Inc.
Brett Spiegel is Co-Founder and Chief Operating Officer at Koala. Founded in 2019, Koala is an industry-leading platform that creates premium, customizable apps for restaurants to offer digital ordering. Koala’s key features, such as premium online ordering with built-in analytics and real-time optimization, have made a measurable difference for major restaurant brands, including MOD Pizza, Pei Wei, and TGI Fridays to name a few.
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