Simple123

About Simple123

Simple123 operates a digital marketplace designed to connect participants in the food service industry, including restaurants, distributors, suppliers, farmers, and gourmet food producers. The company was launched in 2017 by Dan McMurtrie, a former restaurant chain president and CEO. McMurtrie's background also includes ventures in beverage technology and serving as a franchise acquirer, in addition to a past career as a professional baseball player.

The platform functions as a B2B connector, aiming to streamline the traditionally inefficient procurement process within the hospitality industry. For restaurants and other buyers, Simple123 provides a single dashboard for price-checking and one-click ordering of goods such as food, beverages, and supplies. This service is offered at no cost to restaurant operators and aims to save them significant time and money. The platform includes analytics tools that help users monitor pricing trends and control expenses.

For suppliers and distributors, the marketplace offers a digital storefront to promote products, manage accounts, and connect with new restaurant customers. Sellers can offer discounts, rebates, and samples directly to buyers 24/7. The platform's business model does not rely on charging restaurant users; instead, it appears to generate revenue from the supplier side of the marketplace, likely through fees for premium features, listings, or transactions, a common model for such platforms. The service helps vendors find sales leads and provide quotes on products that restaurants are purchasing from other sources.