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Restaurant-driven app focuses on Houston's food scene

Crityk's main goal is to be a marketing asset to restaurants. Getty Images

One night, Sumit Sikka was on a quest to find the best Moscow Mule in Santa Monica. He couldn't find anything helpful online, and when he finally did get a good recommendation, he was already done for the night.

It was through this experience that Sikka knew he wanted to make a restaurant finder app, but he wanted to do something different from Yelp or Google Reviews. On those platforms, a restaurant can get crushed by a bad review that provides false information. So, when he started getting the ball rolling on Crityk, he realized he needed to give the restaurants a voice.

"That was kind of the first big pivot," Sikka says. "First, we had an app based on user content. Then we pivoted to have content curated by the restaurant. For the first time ever, the restaurant gets to create their own profile."

The app launched on November 18 and has over 700 restaurant profiles live. There are 250 here in Houston, and 25 are clients, meaning they pay Crityk and have exclusive marketing opportunities, like promoting events — something most restaurants struggle to engage customers with.

"Restaurants do so much marketing, but they do the majority of it inside the restaurant," Sikka says. "Who's not going into your restaurant and not seeing that?"

Crityk users can log into the app and find different restaurant events around town to attend. Users can upload images of food from different restaurants. They rate the specific menu item, rather than the restaurant as a whole. Then, restaurants can link that photo to the specific menu item. Instead of comments on the picture, users can engage with hashtags. Any comments a user might have would go directly to the establishment to be resolved.

Another priority for Crityk is to have photos of every menu item the restaurant offers as well as complete dietary information. It's becoming more and more important for diners to know about vegan, gluten-free, etc. options before getting to the restaurant only to be disappointed with the selection.

Investing in Houston
While the idea came about in California, Sikka, who has a sister who lives in The Woodlands, took a trip to Houston to feel out consumer interest in the app. He hosted an event with a local restaurant and some influencers. The app kind of just exploded in town, Sikka says.

"I packed up some of my bags and decided to try here in Houston," Sikka says." It's a lot easier to get to decision makers here in Houston than in LA."

The development team is still based in India, and Crityk's co-founder, John Kegel, is still based in California. However, Sikka works out of Station Houston, something he says has been an extremely valuable. He says he's made some valuable connections through both Station and the Texas Restaurant Association.

"I think Houston is a phenomenal city to get started in. It's a big city, but it has the feeling of a small city."

Second course?
Still under two months old, the app has a lot of improvements and expansions in the works. Sikka says he wants to double the number of restaurant profiles to 500 by summer. He'd also like to grow the number of paying clients on the site, which would include more restaurants with a full photo menu on the app for users to browse.

Made for foodies

Screenshot via the Crityk app

Crityk is a free smartphone app that connects users to other users and to restaurants directly.

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Building Houston

 
 

Juliana Garaizar is now the chief development and investment officer at Greentown Labs, as well as continuing to be head of the Houston incubator. Image courtesy of Greentown

The new year has brought some big news from Greentown Labs.

The Somerville, Massachusetts-based climatetech incubator with its second location at Greentown Houston named a new member to its C-suite, is seeking new Houston team members, and has officially finished its transition into a nonprofit.

Juliana Garaizar, who originally joined Greentown as launch director ahead of the Houston opening in 2021, has been promoted from vice president of innovation to chief development and investment officer.

"I'm refocusing on the Greentown Labs level in a development role, which means fundraising for both locations and potentially new ones," Garaizar tells InnovationMap. "My role is not only development, but also investment. That's something I'm very glad to be pursuing with my investment hat. Access to capital is key for all our members, and I'm going to be in charge of refining and upgrading our investment program."

While she will also maintain her role as head of the Houston incubator, Greentown Houston is also hiring a general manager position to oversee day-to-day and internal operations of the hub. Garaizar says this role will take some of the internal-facing responsibilities off of her plate.

"Now that we are more than 80 members, we need more internal coordination," she explains. "Considering that the goal for Greentown is to grow to more locations, there's going to be more coordination and, I'd say, more autonomy for the Houston campus."

The promotion follows a recent announcement that Emily Reichert, who served as CEO for the company for a decade, has stepped back to become CEO emeritus. Greentown is searching for its next leader and CFO Kevin Taylor is currently serving as interim CEO. Garaizar says the transition is representative of Greentown's future as it grows to more locations and a larger organization.

"Emily's transition was planned — but, of course, in stealth mode," Garaizar says, adding that Reichert is on the committee that's finding the new CEO. "She thinks scaling is a different animal from putting (Greentown) together, which she did really beautifully."

Garaizar says her new role will include overseeing Greentown's new nonprofit status. She tells InnovationMap that the organization originally was founded as a nonprofit, but converted to a for-profit in order to receive a loan at its first location. Now, with the mission focus Greentown has and the opportunities for grants and funding, it was time to convert back to a nonprofit, Garaizar says.

"When we started fundraising for Houston, everyone was asking why we weren't a nonprofit. That opened the discussion again," she says. "The past year we have been going through that process and we can finally say it has been completed.

"I think it's going to open the door to a lot more collaboration and potential grants," she adds.

Greentown is continuing to grow its team ahead of planned expansion. The organization hasn't yet announced its next location — Garaizar says the primary focus is filling the CEO position first. In Houston, the hub is also looking for an events manager to ensure the incubator is providing key programming for its members, as well as the Houston innovation community as a whole.

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