In this interview, Colton Frank shares how unPLUG evolved from an early hospitality concept into a high-growth platform helping restaurant brands improve first-party economics and guest lifetime value.
A core theme is that restaurant growth is rarely blocked by demand alone. The bigger issue is fragmentation between ordering, loyalty, offers, and analytics. When systems are disconnected, teams cannot act quickly and confidently on guest behavior.
Colton emphasizes that unPLUG’s model combines software with embedded execution. Instead of shipping tools and stepping away, teams work directly with operators to improve conversion, activation, and retention outcomes.
He also highlights an important founder lesson: ideas improve through iteration, not perfection. Early customer conversations, rapid testing, and disciplined feedback loops matter more than waiting for a perfect launch.
For restaurant leaders, the practical takeaway is that digital maturity is not about having more tools. It is about building a connected operating layer that turns data into revenue actions across every guest touchpoint.
For founders, the interview reinforces a clear growth pattern: stay close to customer pain, move quickly, and align product direction with measurable business outcomes.