The massive shift and new complexities in food consumption patterns, behaviors, and preferences are overwhelming traditional foodservice models and management. A desire for extensive menus, order personalization, full visibility into health and nutritional data, and an ever-growing emphasis on speed of service and delivery options are stretching the economic viability and survival of foodservice purveyors. At the core of everything, the solution to these demands in the food services industry lay hidden in the untapped treasure trove we call "data." Without an integrated and rich data picture on consumers and the entire operational value chain, operators and brands in the ecosystem will struggle to survive.
However, there is a vicious cycle that exists between this increasing complexity of consumer demand and the systems that govern current foodservice models. This predicament is what drove D'Cruz-Young to revolutionize the food production and consumption market with Morsum.
With eight long years of continuous innovation and improvement, the company provides a unique and fully data integrated Food Operating System (fOS) that harnesses a breathtaking array of 24 "thinking" products, machine models, and advanced data tech to obliterate unnecessary costs from misaligned resources and effort.
Understanding the Value of Data
Morsum fOS delivers new levels of confidence to restaurant operators in the key food, consumer, labor, and sourcing decisions. It is an end-to-end, module-based food system that unites the entire operational value chain and locks future returns for and from restaurant operator partners.
The ultimate objective of Morsum fOS is to eliminate functional and data disconnects between PoS systems to inventory and labor management, which often leaves operators with inflexible operating models and unnecessarily high costs. There are also operational blind spots that are creating unsustainable stresses, generating significant downward pressure on top-line sales and margin erosion from waste, overproduction, and labor mismanagement. Innovation is stymied, and consumers are left disappointed. Not a winning situation.
Establishing a virtuous and operationally viable food service cycle requires a couple of key changes that are only possible with a data-first reality. First, operators must be capable of managing a vast and constantly updating data product taxonomy; there must be precise data on what you are buying and what you are making. Second, operators need to make it possible for that exact data to travel across all operational activity fully intact.
Finally, with correct data that's fully integrated across all activities, operators can allow machine models to perform time consuming math and operational computation that's currently burdening them. This saves time and ensures much greater accuracy. Suddenly questions like "What to Make?", "For Whom?", "How Much?" and with "What Resources?" are all answered. Frustrated consumers, exhausted staff, and wasted product become things of the past. In practice, this means that data spanning consumer analytics, order management, and food and labor management is fully integrated and visible like never before.
In Morsum's world, menu configuration, planning and production are predicted to within 99 percent accuracy. Production plans are automated. Staff talks to interfaces, not just each other. Purchasing is automatic (likewise, inventory reconciliation and decrementation). In short, there are no gaps, no estimations, no paper, and no data entry. The next action is predicted and directed. And, if you were to reassure yourself that this is farfetched or far in the future, you'd be worryingly wrong.
What's more, frontline operators love it.
In the most challenging of foodservice use cases like healthcare, where the demands on staff are greatest, the turnover highest and the systems most antiquated, Morsum fOS is not just welcome but increasingly seen as mission-critical.
D'Cruz-Young highlights, "We get these funny notes from Food Service Directors saying 'Thank you so much, but why did it take so long for us to find you!' I've even seen pictures from frontline staff in our sites actually hugging our POS system. It's incredibly gratifying and, ultimately, why we do it. There's no point if we don't create a simpler reality and allow folks to make food better."
Data from Morsum sites backs up the reality of this impact and engagement. With compliance and utilization hitting 95 percent, it's clear there's a dramatic demand being satisfied.
Constant learning and optimization is also a new dimension to the food tech scene that Morsum fOS uniquely heralds. As a machine enabled data-tech outfit with over 24 unique machine products, Morsum can provide the backbone for continuous improvement across all consumer, food, and labor-management activities. Where operators would once scramble to understand a data outcome, they now can immediately see the full cause, trail, and effect.
"Last week, one of our clients saw a dramatic 25 percent increase in the number of rewards allocated to consumers. In a matter of seconds, our client was able to see that a rotational menu change had resulted in an 11 percent uptick in dollar sales value triggering that welcome rewards allocation to consumers. We've quickly turned the GMs at our clients into total data nerds. They see the connections, they see the benefit to the top and bottom lines, and they love it," says D'Cruz- Young.
Another unique aspect of the fOS platform is that it encourages and conditions new ways of operating. Morsum has created the Morsum Academy, a learning and support environment where frontline operators, foodservice purveyors, and client leaders and managers can learn the ropes of fOS and ultimately shift the economics and potential of their foodservice environments. From basic operational matters to most advanced data interpretation, Morsum has left no stone unturned in ensuring that whatever foodservice scenario you are occupied with, you can win.
The full alphabet soup of foodservice titans have engaged with Morsum or are settling for driving blind. Like Palantir in the defense industry, Morsum is beginning to inform much of the foodservice landscape and, in spite of its diminutive size, is punching like a heavyweight to shift the focus on what has to be managed and how in food services. For many industry insiders and operators, working with Morsum fOS remains a closely held secret.
"In truth, we are pretty neutral on the specific foodservice scenarios we support. We are active in traditional retail food services, commissary/virtual kitchens, healthcare, and just about every other institutional foodservice use case you could think of. The common thread is in driving operational activity from a data-rich understanding of consumer and consumer cohorts and ensuring that data seamlessly informs all operational activity. We only say no, where there is an inability to understand the need for that seamless data flow or frankly a worrying comfort with guessing what to do next," says D'Cruz-Young.
It is hard to pinpoint any direct competition to what Morsum fOS has to offer. Whilst functional technologies abound, and specific and discrete point of sale or back of house operational modules exists elsewhere, it appears Morsum is alone in stringing together a fully data integrated and decision automation reality. Already, working across three continents, D'Cruz-Young says, "In the days to come, we intend to be the language of food. We want to be the language that allows consumers to be able to recognize what food they should have, what fits their needs, what satisfies their goals, and what aligns to their preferences. We want to ensure that producers are as fast as they need to be, and organize their operations accordingly."
While it may seem Venus to the traditional analogue foodservice Mars, with savings in excess of 15 percent in food and labor costs alone for operators already leveraging Morsum fOS, it would take a very brave operator indeed to bet against D'Cruz-Young and his intelligent platform. "We envision redefining the food production and consumption market. Considering the speed at which we are moving in this space today, I'm confident 2020 will be seen as the year of the great data disruption in food services," concludes D'Cruz-Young.