A model of this submit initially appeared on August 20, 2025, in Eater and Punch’s publication Pre Shift, a biweekly publication 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 expertise firm that makes commerce and monetary providers simple and accessible.
Amba, in accordance with Cambridge Road Hospitality Group chef and proprietor Will Gilson
The place: Cambridge, Massachusetts
The backstory: James Beard Award semifinalist Will Gilson launched Cambridge Road 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 an area farmers market. Within the first 12 months of enterprise, the Mediterranean-inspired fast-casual restaurant has virtually tripled its every day gross sales. Gilson discusses how he received right here.
On staffing throughout peak hours
I want I may let you know that there’s an ideal science behind it, however typically we simply attempt to guarantee that we’re not overstacking ourselves. We’ve got one individual on the road to get all the things open within the morning to prepare dinner breakfast. To organize for our busiest hours, we add one other individual 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 objects.
On encouraging on-line orders
Now persons are actually used to ordering their meals on-line forward of time and choosing 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 individuals to have the ability to do this. Most of [our customers] are inserting their orders forward of time. We even have two [self-service] kiosks that we now have arrange inside. On the kiosks, we now have an indication that claims, “Don’t need to wait in line, use this kiosk proper right here.” That’s a strategy to direct individuals if there’s a queue that’s forming.
On the effectivity of premade elements
Coming from a chef background, I used to be fascinated with making completely all the things ourselves. What ended up serving to us develop sooner was figuring out two of the objects that we had been going to be utilizing essentially the most—pita and hummus—and attempting to see if we may discover the very best vendor that we may that might provide us with these. I’m positive I may make a greater hummus than the one which we get, however it might take ceaselessly [between soaking, boiling, blending, and storing]—and it might require a system that’s so sophisticated that possibly solely a pair individuals may do it. We’re paying just a little little bit of a premium to have the ability to have someone else’s product. Day by day, we’re most likely saving 5 hours of labor.
On strategically opening new places
I’ve been capable of go from one restaurant to eight ideas prior to now 5 years. I all the time [want to] guarantee that we’re strolling into the precise deal. A variety of the manufacturers that get acquired by enterprise capital find yourself going into high-profile areas with very excessive lease as a manner 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 essential to just be sure you’re in an area the place individuals 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 small business.
We need to guarantee that we don’t develop too quick till we actually perceive the nuance of the demand [we’re supplying]. We spent numerous time looking for an idea the place we are able to hit the precise value factors; [at Amba,] there’s nothing on the menu that prices over $20. We felt as if this was the kind of idea that may match into this neighborhood the place there are numerous workplaces 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 individuals so joyful so shortly. 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.
