Alex began his journey working for a family-owned restaurant in Los Angeles, but it was during the crash of ‘08 that Canter began his real journey when he began his work on his very own startup. Odermark is a platform that has the simple aim of allowing for online ordering to become a thing for restaurants to embrace. Through advanced technology, the platform has simplified the process of basic restaurant operations.
Ordermark is a company that provides a service called Online Ordering Management for Restaurants. This service helps restaurants optimise their online ordering potential and increase sales by streaming all of their online orders to one device in the kitchen. The solution can be set up quickly, without any complicated integrations, and there is no set-up cost. Alex Canter, who is the fourth-generation owner of Canter’s Deli, thus founded Ordermark.
Canter said he started waiting tables when he was 14 years old and has worked in about every other position since then. While working at the restaurant, Canter started looking into ways to upgrade certain aspects of the business including menu redesigns, new point of sale (POS) systems, a mobile-friendly website and several physical renovations. He was working on those projects at the same time he was attending four years of college at the University of Wisconsin-Madison. After graduating, his main role at Canter’s Deli became business development operations. And as he was implementing improvements at Canter’s Deli, Canter realised he could be doing more to help change the restaurant industry.
After Canter’s Deli started working with third-party online ordering services like GrubHub, Eat24 and DoorDash a few years ago, Canter said that the staff was shocked to see how many matzo ball soups were being ordered daily. So Canter quickly shifted to expanding and organising the online ordering side of the business.
Ordermark provides a custom onboarding strategy and rollout plan for each restaurant location. Its onboard service includes identifying new platforms to bring on, negotiating rates, setting up marketing strategies, engineering menus and facilitating all of the necessary logistics to stay organised.
Today Ordermark reportedly has more than 3,000 restaurant customers, including small, single-location restaurants as well as big national chains, including Which Wich, Buffalo Wild Wings, Little Caesars, Papa Johns, Dickey’s Barbecue Pit, Yogurtland, and Sonic. The company also has technology integrations with most of the leading technology solution providers and more than 50 ordering services.
Ordermark plans to use the funds to integrate its service with existing restaurant technologies, including POS systems, kitchen display systems, accounting tools, last-mile delivery companies and more. The company is also looking to increase its presence in the fast-growing arena known as ghost kitchens, also known as virtual kitchens, cloud kitchens or dark kitchens, where there are no storefronts or dining areas; rather, services like Uber Eats and DoorDash deliver the meals to their destinations.