Why Restaurant Technology Vendors Should Aim to Engage Restaurant Owners and Operators Before Their Doors Open

In 2025, the U.S. restaurant industry is on track to reach an estimated $1.5 trillion in sales, according to the National Restaurant Association—marking a record high and reflecting both renewed consumer demand and entrepreneurial momentum. As part of this growth surge, more than 200,000 new jobs are expected to be created across the country. While not all of these roles will be tied to brand-new locations, industry analysts agree that new restaurant openings and expansions will continue at a brisk pace.

For restaurant technology solution providers, these numbers highlight a fundamental truth: timing is everything. The biggest opportunities to influence purchasing decisions and forge long-term relationships don’t happen after the grand opening. They happen months earlier—during the preopening phase, when critical technology choices are being made.

The Preopening Phase: Where Decisions (and Vendors) Are Made

For restaurant operators, the lead-up to opening day is both thrilling and overwhelming. It’s a phase defined by tight budgets, fast-moving timelines, and a high volume of decisions that will shape the business for years to come.

Most restaurateurs begin evaluating their core technology stack immediately after signing a lease—and often much earlier if they’re securing funding or planning a multi-unit rollout. These early-stage decisions include selecting:

• POS and mobile payment systems
• Online ordering, QR menus, and delivery integrations
• Kitchen display systems (KDS)
• Loyalty platforms and CRM tools
• Back-office accounting and payroll systems
• Inventory and supplier management
• Wi-Fi, networking, and surveillance infrastructure
• Guest-facing signage and display systems
• AI tools for scheduling, analytics, and pricing optimization

By the time a restaurant officially opens its doors, the vast majority of these systems have already been chosen, contracted, and in many cases, fully installed.

If you’re not talking to a new operator in the preopening phase, you’re probably not talking to them at all.

Why Early Engagement Delivers Outsized ROI

There are several key reasons technology vendors should prioritize outreach to preopening restaurants:

1. Budgets Get Locked In Early. Operators typically allocate their technology spend as part of the startup capital budget. Once funds are earmarked and vendors are selected, changes are unlikely—especially when contracts include setup, integration, or training.
2. First Mover Advantage. The first vendor to engage has a distinct psychological edge. By offering value during the planning phase, vendors position themselves as partners, not just service providers. This often translates into increased trust, reduced price sensitivity, and stronger long-term retention.
3. Lower Acquisition Costs. Customer acquisition is always more cost-effective when timed right. Contacting a restaurateur before they’ve begun evaluating vendors means fewer competitors in the mix—and far less friction in the sales cycle.
4. Stronger Product Fit. When vendors are involved in early-stage conversations, they can tailor demos, bundle services, and ensure their platform is fully integrated into the broader tech ecosystem the restaurant is building.

The Problem: Finding Restaurants Before They Open

The opportunity is clear—but the challenge is also real.

Most traditional lead-gen and CRM platforms don’t capture preopening restaurants. These businesses typically don’t yet have a website, aren’t listed on Google Maps, and haven’t begun marketing. Without visibility into the preopening pipeline, vendors are left reacting to opportunities instead of proactively generating them.

A Smarter Way to Find Restaurants in the Planning Stage

Preopening Restaurants Resource, a subscription-based lead intelligence platform, offers access to the largest and most up-to-date database of upcoming restaurant openings across the United States. Updated daily, it gives vendors the tools to:

• Identify restaurants 3–6 months before launch
• Filter by location, cuisine type, service model, and price point
• Access direct contact information for owners and decision-makers
• Track key milestones like permitting, hiring, and concept development
• Receive twice-weekly email alerts based on customized criteria

In an environment where timing determines outcomes, tools like this are giving solution providers the edge they need to build pipeline and close deals before competitors even know the opportunity exists.

Key Trends Shaping the 2025 Preopening Market

According to data from Yelp’s State of the Industry and industry permitting reports, restaurant formation in 2025 continues to evolve. Notable trends include:

• A 155% increase in pop-up and experimental kitchens
• A surge in ghost kitchens, particularly in urban markets
• Strong growth in fast casual and hybrid-service models
• Continued investment in tech-forward concepts (robotics, self-order kiosks, AI-integrated kitchens)

These concepts often rely more heavily on technology from day one, and their founders are highly receptive to early-stage guidance from vendors who understand their needs.

How to Maximize Engagement with Preopening Restaurants

Here are a few best practices for turning early-stage leads into long-term customers:

1. Provide Educational Value. Share guides, checklists, or calculators to help operators make smart choices. Many are first-time owners looking for trustworthy insights.
2. Don’t Lead With a Sales Pitch. Frame your outreach around helping them open successfully—not just pushing a product. Operators are more receptive to partners than vendors.
3. Offer Bundled or Phased Pricing. Help new restaurants ease into your ecosystem with scalable pricing, setup assistance, or flexible contracts.
4. Show You Understand the Pressure. Preopening operators are busy, anxious, and juggling dozens of responsibilities. Make things easy, responsive, and low-pressure.

Win the Relationship Before the Ribbon Cutting

In a $1.5 trillion industry where technology now touches every aspect of restaurant operations, timing your outreach is as important as the solutions you offer. The most successful technology providers aren’t just waiting for restaurants to open—they’re already there, helping them get off the ground.

By targeting the preopening phase, vendors can lower customer acquisition costs, reduce competitive friction, and build stronger relationships that last long after the first guest is seated.

With tools like the Preopening Restaurants Resource, solution providers now have a strategic advantage: the ability to find, filter, and engage with restaurant operators before their competitors do—when decisions are still in motion and influence can be most effective.

In the restaurant tech space, the early bird doesn’t just get the worm—it gets the whole account.

Marv Allen is Vice President of Sales at Preopening Restaurants Resource, a subscription-based platform that helps technology providers, distributors, and other suppliers connect with restaurant operators months before they open their doors. With more than three decades of experience in B2B sales leadership, Marv plays a pivotal role in helping vendors engage with decision-makers during the most critical stage of the restaurant lifecycle—when foundational purchasing decisions are made. Marv also serves as Director of Business Development at Starfleet Media, the parent company of Preopening Restaurants Resource, where he oversees client partnerships. Prior to joining Starfleet Media, he held senior positions at major organizations including GE Healthcare and Allstate Insurance, bringing a proven track record of driving revenue and building long-term client success. Based in Chicago, Marv is passionate about helping restaurant-facing vendors grow their footprint by reaching the right buyers at the right time.

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