When it comes to ordering ingredients and supplies, restaurants have a new option on the menu.
Supply Cannon, a Richmond startup, recently launched an online ordering platform that enables restaurants to compare prices and place orders from multiple distributors, a system that co-founder Steve Rogge calls “the ordering of the future.”
“It’s something that’s going to save a lot of time,” he said.
For restaurants, the wholesale ordering process has been stuck in the past. Restaurateurs must toggle between different websites or get on the phone with multiple sales representatives, an arduous process that can take hours, Rogge said.
Worse, it must be repeated a few times a week. Rogge, who owns three restaurants in Richmond and one in Charlottesville, knew there must be a better way.
Rogge and his co-founders — Alp Akbasli, Willow Noonan and Lancen LaChance — believe Supply Cannon is the solution. The service, which launched in October, can reduce ordering time by up to 75%, the company says.
Here’s how it works: Supply Cannon presents the restaurant customer with aggregated pricing from multiple distributors. A “similarity algorithm” groups similar products like sweet potatoes or ketchup so customers can choose the best option based on the brand, size and price per unit.
It sounds similar to how a person might use Expedia to book a hotel. But it’s a bit more complex, said Akbasli, Supply Cannon’s head of operations.
Restaurants tend to have relationship-based pricing with their distributors, so one restaurant’s can of tomato paste won’t cost the same as another’s.
“The challenge of our product versus what Expedia does, for example, a typical aggregator, is the information that we’re pulling, that we’re aggregating, is unique to each user,” Akbasli said.
In other words, Supply Cannon shows every restaurant unique pricing. With the ability to do a side-by-side price comparison for different products, Supply Cannon customers can save both time and money, Akbasli said.
Supply Cannon charges no fee for the first month. After that, restaurants pay $49 a month.
Supply Cannon currently aggregates pricing from US Foods, PFG, Sysco, Produce Source, Coastal Produce and Keany Produce.
Supply Cannon’s initial market focus is Richmond, Charlottesville and Northern Virginia. Other organizations that use wholesale distributors, like nursing homes, country clubs and cafeterias, are on the roadmap.
The co-founders have self-funded Supply Cannon with $220,000. They admit it’s a challenging time for the restaurant industry — and those trying to support them. Right now, they’re focused on connecting with additional suppliers and finetuning their website.
“We’re trying to make the process of customers using Supply Cannon as frictionless as possible,” Akbasli said.
