A model of this publish initially appeared on August 20, 2025, in Eater and Punch’s e-newsletter Pre Shift, a biweekly e-newsletter for the business professional that sources first-person accounts from the bar and restaurant world.
This ship is the ultimate in a three-part sequence on high-volume eating places, introduced by Sq. — the know-how firm that makes commerce and monetary providers straightforward and accessible.
Amba, in response to Cambridge Avenue Hospitality Group chef and proprietor Will Gilson
The place: Cambridge, Massachusetts
The backstory: James Beard Award semifinalist Will Gilson launched Cambridge Avenue Hospitality Group in 2012, together with founding companion Ming-Tai Huh, and now operates eight ideas in Cambridge, Massachusetts. In 2024, he opened his most up-to-date restaurant, Amba, at a neighborhood farmers market. Within the first 12 months of enterprise, the Mediterranean-inspired fast-casual restaurant has nearly tripled its each day gross sales. Gilson discusses how he bought right here.
On staffing throughout peak hours
I want I might inform you that there’s an ideal science behind it, however typically we simply attempt to make it possible for we’re not overstacking ourselves. We’ve one particular person on the road to get all the things open within the morning to cook dinner breakfast. To arrange for our busiest hours, we add one other particular person on the road at about 10:30 a.m. and one other at midday. Between catering and in-house orders and stuff that’s hitting the supply providers, we’re doing as much as 400 gadgets.
On encouraging on-line orders
Now individuals are actually used to ordering their meals on-line forward of time and selecting it up, which [keeps] the queue of individuals [from getting too busy]. We don’t have the infrastructure of Starbucks or Dunkin’ so far as their on-line ordering goes, however all the things from our web site to our Sq. website prompts folks to have the ability to try this. Most of [our customers] are putting their orders forward of time. We even have two [self-service] kiosks that we’ve arrange inside. On the kiosks, we’ve an indication that claims, “Don’t need to wait in line, use this kiosk proper right here.” That’s a technique to direct folks if there’s a queue that’s forming.
On the effectivity of premade elements
Coming from a chef background, I used to be occupied with making completely all the things ourselves. What ended up serving to us develop sooner was figuring out two of the gadgets that we have been going to be utilizing essentially the most—pita and hummus—and making an attempt to see if we might discover the perfect vendor that we might that would provide us with these. I’m positive I might make a greater hummus than the one which we get, however it could take without end [between soaking, boiling, blending, and storing]—and it could require a system that’s so difficult that possibly solely a pair folks might do it. We’re paying a bit little bit of a premium to have the ability to have any individual else’s product. Each day, we’re most likely saving 5 hours of labor.
On strategically opening new places
I’ve been in a position to go from one restaurant to eight ideas previously 5 years. I all the time [want to] make it possible for we’re strolling into the best deal. Plenty of the manufacturers that get acquired by enterprise capital find yourself going into high-profile areas with very excessive lease as a method for advertising and marketing. Proudly owning this ourselves with out that type of funding signifies that these offers are much less engaging to us. [We consider factors like] foot site visitors and parking. If a lot of your meals goes out the door through supply apps, then it’s good to just remember to’re in an area the place folks aren’t having to park distant. You [also] need to keep away from scooters and bicycles and Uber automobiles simply clogging up the entrance of your online business.
We need to make it possible for we don’t develop too quick till we actually perceive the nuance of the demand [we’re supplying]. We spent lots of time looking for an idea the place we are able to hit the best worth factors; [at Amba,] there’s nothing on the menu that prices over $20. We felt as if this was the kind of idea that will match into this neighborhood the place there are lots of places of work and residences, and never a spot that was identified for sit-down eating. In all of the years that we’ve been doing this, we’ve by no means opened up an idea that made the folks so comfortable so rapidly. I’m by no means assured that any restaurant will work, however you’re taking a leap of religion.
This interview has been condensed and edited for readability.