Flip Video founder Jonathan Kaplan unveiled his latest venture – The Melt – at the D: All Things Digital Conference. Kaplan is setting up his new fast casual restaurant to provide gourmet grilled cheese sandwiches, and has plans to leverage technology to deliver a quality customer experience.
Using location-based mobile technology, The Melt will allow guests to remotely order combos, soups, melts or other items from their computers and mobile phones. When a customer places an order, they will receive a QR code that can be scanned at any restaurant location. This will enable customers to pay through their phone, skip the line and pick up their freshly-made order within minutes.
The company also has developed specialized cooking equipment to produce its products quickly and precisely. Melts can be created in just over one minute and soups are aerated prior to service for combinations of flavors and textures that until now have been reserved for traditional fine dining experiences.
Upon launch, and in conjunction with its corporate partners, The Melt will institute a philanthropic program. The program will enable customers to "round up" the total of their purchase (i.e., a $5.75 purchase can be rounded up to $6.00), and the additional amount (25 cents) will be donated to charitable organizations dedicated to fighting hunger. Additionally, staff members at each restaurant location will be encouraged to choose a charitable organization in the restaurant’s neighborhood and develop a specialized philanthropic program designed to make a difference.
The Melt will begin operations in California and Kaplan plans to open five locations in the San Francisco Bay Area by the end of 2011. The Melt's board of directors including Ron Johnson, head of Apple retail, acclaimed chef and restaurateur, Michael Mina, Michael Moritz from Sequoia Capital, and Bruce Dunlevie of Benchmark Capital.
