Houston startup is off to the races with its innovative running shoes

running start

Veloci Running was founded by a Rice University cross country runner. Photo via velocirunning.com

Despite Houston’s reputation as a sneaker town, there are few actual shoe companies headquartered in the Bayou City. One that is up and running is Veloci Running, an innovative enterprise that combines the founder’s history as a track runner for Rice University with the realities of running in a changing world.

Tyler Strothman started running cross country growing up in Wisconsin and Indiana before moving to Texas to attend Rice in 2020. Naturally, his college life was altered significantly by the COVID-19 pandemic. Unfortunately, Strothman contracted the virus, leading to pneumonia and causing him to consider other plans for his future.

One thing that stood out from Strothman’s running career was how bad his shoes fit.

“Traditional shoes narrowed in, cramped the front of my feet, and it was causing foot pain,” he said in a video interview. “But any other shoes that were shaped to better fit the natural foot shape were more barefoot (style)—they were more minimalist overall. And that was hurting my calf and Achilles. It was pulling on it, kind of like a rubber band.”

Strothman decided to start Veloci and went on to win the annual Liu Idea Lab for Innovation and Entrepreneurship's H. Albert Napier Rice Launch Challenge in 2025. The win secured $50,000 in startup money, which Strothman used to immediately launch his new runner-centered shoe design with himself as the CEO at the age of 24.

Along for the jog was Strothman’s college friend, Austin Escamilla, who serves as chief operating officer. Escamilla believed in Strothman’s vision, but the project immediately ran into snags beyond Veloci’s control, particularly with manufacturing in Asia.

“It was quite a year to start a shoe business, especially dealing with tariffs and global economic trade tensions,” he said in the same video interview. “We've luckily had some really good partners and really solid advisors throughout the journey who've either done it or had some good feedback and advice. It certainly takes a village, but every day is different. So, it's fun to come into work every day and problem solve.”

The flagship Veloci shoe is the Ascent, which comes in both men’s and women’s sizes. It combines the wide toe cage that Strothman wanted with extra support cushion for a softer, easier run. They retail at $180. Strothman has personally been testing them for a year, noticing reduced lower leg pain when he runs.

At the same time, Veloci has attended to some of the more unique running problems in Houston and other hot, Southern states. A combination of heat and humidity makes for a very soggy shoe if not designed with such environments in mind. The Ascent is built to be very open and breathable, allowing hot air to flow and keeping sweat from building up. These various comfort improvements have made the Ascent Strothman’s favorite running shoe.

“I put on more pairs of this Veloci shoe than I have in my other running shoes in the last seven years,” he said

Currently, Veloci is still a very niche brand. Since the company launched last year, they’ve sold roughly 10,000 pairs. Those sales come either directly through their website or from specialty running stores, most of which are located around the Houston area, like Clear Creek Running Company in League City.

Building community around the shoe through these specialty retailers has been a prime marketing strategy. Part of the $50,000 grant went to a custom van that Veloci can take to various 5Ks, runs and events to get people interested in the brand. The personal touch has helped news of Veloci spread through the running world.

“We went to many run clubs throughout the last year,” said Escamillia. “We've been to pretty much every one of the major run clubs at least once or twice. Folks who try on the shoes, love them, become fans and post and repost…. The marketing side's been a lot of fun.”

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HEXAspec, founded by Tianshu Zhai and Chen-Yang Lin, has been awarded an NSF Partnership for Innovation grant. Photo courtesy of Rice

Rice University spinout lands $500K NSF grant to boost chip sustainability

cooler computing

HEXAspec, a spinout from Rice University's Liu Idea Lab for Innovation and Entrepreneurship, was recently awarded a $500,000 National Science Foundation Partnership for Innovation grant.

The team says it will use the funding to continue enhancing semiconductor chips’ thermal conductivity to boost computing power. According to a release from Rice, HEXAspec has developed breakthrough inorganic fillers that allow graphic processing units (GPUs) to use less water and electricity and generate less heat.

The technology has major implications for the future of computing with AI sustainably.

“With the huge scale of investment in new computing infrastructure, the problem of managing the heat produced by these GPUs and semiconductors has grown exponentially. We’re excited to use this award to further our material to meet the needs of existing and emerging industry partners and unlock a new era of computing,” HEXAspec co-founder Tianshu Zhai said in the release.

HEXAspec was founded by Zhai and Chen-Yang Lin, who both participated in the Rice Innovation Fellows program. A third co-founder, Jing Zhang, also worked as a postdoctoral researcher and a research scientist at Rice, according to HEXAspec's website.

The HEXASpec team won the Liu Idea Lab for Innovation and Entrepreneurship's H. Albert Napier Rice Launch Challenge in 2024. More recently, it also won this year's Energy Venture Day and Pitch Competition during CERAWeek in the TEX-E student track, taking home $25,000.

"The grant from the NSF is a game-changer, accelerating the path to market for this transformative technology," Kyle Judah, executive director of Lilie, added in the release.

The H. Albert Napier Rice Launch Challenge awarded $100,000 in equity-free funding to student-led startups, including first-place finisher Veloci Running. Photo courtesy of Rice University.

Student-led startup runs away with prestigious prize at Rice competition

winner, winner

Rice University student-founded companies took home a total of $100,000 in equity-free funding at the annual Liu Idea Lab for Innovation and Entrepreneurship's H. Albert Napier Rice Launch Challenge.

Known as the NRLC, the venture competition features Rice University's top student-founded startups. The competition is open to undergraduate, graduate, and MBA students at Rice.

Five finalists were named earlier this year to pitch their five-minute pitch before the Rice entrepreneurship community on April 22. Each startup walked away with equity-free investment.

Veloci Running took home the first-place prize and $50,000. The company was founded by Tyler Strothman, a former track and field athlete and senior at Rice majoring in sport management.

Inspired by the foot pain he suffered due to the narrow toe boxes in his running shoes, Strothman decided to create a naturally shaped shoe designed to relieve lower leg tightness and absorb impact.

SteerBio took home second place and $25,000. The startup has a patented single-surgery hydrogel solution for lymphedema. It was founded by Mor Sela Golan, Martha Fowler and Alvaro Moreno Lozano. Lozano was recently named to the 2025 Rice Innovation Fellows cohort and Golan was named a Commercialization Fellow.

Third place, and $15,000, went to Labshare, which is an AI-powered web app that streamlines lab inventory and resource sharing. It was founded by Julian Figueroa Jr, John Tian, Mingyo Kang, Arnan Bawa and Daniel Kuo.

Other winners included:

Outstanding Undergraduate Award and $2,500: Kinnections
Audience Choice Award and $2,000: Labshare
Interdisciplinary Innovation Prize sponsored by OURI and $1,000: Haast Autonomous
Frank Liu Jr. Prize for Creative Innovation in Music, Fashion, & the Arts and $1,500: Craftroom
Outstanding Achievement in Artificial Intelligence Prize and $1,000: Kaducia
Outstanding Achievement in Social Impact Prize and $1,000: Kinnections
Outstanding Achievement in Consumer Goods Prize and $1,000 : Actile Technologies
Outstanding Achievement in Healthcare Innovations Prize and $1,000: Haast Autonomous

The NRLC, open to Rice students, is Lilie's hallmark event. HEXASpec, which develops inorganic fillers that improve heat management for the semiconductor industry, won the event last year. The team also won this year's Energy Venture Day and Pitch Competition during CERAWeek in the TEX-E student track.

Lilie also announced its 2025 Rice Innovation Fellows cohort and its first-ever Commercialization Fellows cohort this month. Read more here.

The H. Albert Napier Rice Launch Challenge is taking place this month. See which student-founded startups made it to the finals. Photo courtesy of Rice

5 Rice University-founded startups named finalists ahead of prestigious pitch competition

student founders

Five student-founded startups have been named finalists for Rice University's prestigious pitch competition, hosted by Rice University’s Liu Idea Lab for Innovation and Entrepreneurship later this month.

The teams will compete for a share of $100,000 in equity-free funding at the H. Albert Napier Rice Launch Challenge (NRLC), a venture competition that features Rice University's top student-founded startups. The competition is open to undergraduate, graduate, and MBA students at Rice.

Finalists will pitch their five-minute pitch before the Rice entrepreneurship community, followed by a Q&A from a panel of judges, at Rice Memorial Center Tuesday, April 22.

The first-place team will receive $50,000 in equity-free funding, with other prizes and awards ranging from $25,000 to $1,000. Apart from first-, second- and third-place prizes, NRLC will also name winners in categories like the Outstanding Achievement in Artificial Intelligence Prize, the Outstanding Achievement in Climate Solutions Prize, and the Audience Choice Award.

Here are the five startups founded by Rice students are heading to the finals.

Haast Autonomous

Haast Autonomous is building unmanned, long-range VTOL aircraft with cold storage to revolutionize organ transport—delivering life-saving medical supplies roof-to-roof faster, safer, and more efficiently than current systems.

Founders: Jason Chen, Ege Halac, Santiago Brent

Kinnections

Kinnections' Glove is a lightweight, wearable device that uses targeted vibrations to reduce tremors and improve motor control in Parkinson’s patients.

Founders: Emmie Casey, Tomi Kuye

Labshare

Labshare is an AI-powered web app that streamlines lab inventory and resource sharing, reducing waste and improving efficiency by connecting neighboring labs through a centralized, real-time platform.

Founders: Julian Figueroa Jr, John Tian, Mingyo Kang, Arnan Bawa, Daniel Kuo

SteerBio

SteerBio’s LymphGuide is a patented, single-surgery hydrogel solution that restores lymphatic function by promoting vessel growth and reducing rejection, offering a transformative, cost-effective treatment for lymphedema.

Founders: Mor Sela Golan, Martha Fowler, Alvaro Moreno Lozano

Veloci

Veloci Running creates innovative shoes that eliminate the trade-off between foot pain and leg tightness, empowering runners to train comfortably and reduce injury risk.

Founders: Tyler Strothman

Last year, HEXASpec took home first place for its inorganic fillers that improve heat management for the semiconductor industry. The team also won this year's Energy Venture Day and Pitch Competition during CERAWeek in the TEX-E student track.

This year, Rice University's NRLC started with 100 student venture teams before being whittled down to the final five at the championship. Photo courtesy of Rice

Rice University's student startup competition names 2024 winners, awards $100,000 in prizes

taking home the W

A group of Rice University student-founded companies shared $100,000 of cash prizes at an annual startup competition.

Liu Idea Lab for Innovation and Entrepreneurship's H. Albert Napier Rice Launch Challenge, hosted by Rice earlier this month, named its winners for 2024. HEXASpec, a company that's created a new material to improve heat management for the semiconductor industry, won the top prize and $50,000 cash.

Founded by Rice Ph.D. candidates Tianshu Zhai and Chen-Yang Lin, who are a part of Lilie’s 2024 Innovation Fellows program, HEXASpec is improving efficiency and sustainability within the semiconductor industry, which usually consumes millions of gallons of water used to cool data centers. According to Rice's news release, HEXASpec's "next-generation chip packaging offer 20 times higher thermal conductivity and improved protection performance, cooling the chips faster and reducing the operational surface temperature."

The rest of the winners included:

Second place and $25,000: CoFlux Purification
Third place and $15,000: Bonfire
Outstanding Achievement in Social Impact Award and $1,500: EmpowerU
Outstanding Achievement in Artificial Intelligence and $1,000: Sups and Levytation
Outstanding Achievement in Consumer Goods Prize and $1,000: The Blind Bag
Frank Liu Jr. Prize for Creative Innovations in Music, Fashion and the Arts and $1,500: Melody
Outstanding Achievement in Climate Solutions Prizes and $1,000: Solidec and HEXASpec
Outstanding Undergraduate Startup Award and $2,500: Women’s Wave
Audience Choice Award and $2,000: CoFlux Purification

The NRLC, open to Rice students, is Lilie's hallmark event. Last year's winner was fashion tech startup, Goldie.

“We are the home of everything entrepreneurship, innovation and research commercialization for the entire Rice student, faculty and alumni communities,” Kyle Judah, executive director at Lilie, says in a news release. “We’re a place for you to immerse yourself in a problem you care about, to experiment, to try and fail and keep trying and trying and trying again amongst a community of fellow rebels, coloring outside the lines of convention."

This year, the competition started with 100 student venture teams before being whittled down to the final five at the championship. The program is supported by Lilie’s mentor team, Frank Liu and the Liu Family Foundation, Rice Business, Rice’s Office of Innovation, and other donors

“The heart and soul of what we’re doing to really take it to the next level with entrepreneurship here at Rice is this fantastic team,” Peter Rodriguez, dean of Rice Business, adds. “And they’re doing an outstanding job every year, reaching further, bringing in more students. My understanding is we had more than 100 teams submit applications. It’s an extraordinarily high number. It tells you a lot about what we have at Rice and what this team has been cooking and making happen here at Rice for a long, long time.”

HEXASpec was founded by Rice Ph.D. candidates Tianshu Zhai and Chen-Yang Lin, who are a part of Lilie’s 2024 Innovation Fellows program. Photo courtesy of Rice

Here's what student-founded companies won big at this annual competition. Photo courtesy of Rice University

Annual Rice student startup competition names winners, awards over $100,000 in prizes

winning teams

Five startups founded by Rice University students pitched their companies this week — and walked away with more than $100,000 in prizes.

The H. Albert Napier Rice Launch Challenge, or NRLC, is an annual competition that selects a small group of student-founded startups from Rice University. The program, which is open to undergraduate, graduate, and MBA students, concluded on April 19 and doled out several investment prizes to the finalists, which were named earlier this month.

Here's what each finalist walked away with this year:

First Place: Goldie

Goldie, founded by three Rice MBA students, won the first place — a $50,000 investment prize — as well as the Frank Liu Jr. Prize for Creative Innovations in Music, Fashion, & the Arts, which came with $2,500.

The company uses its algorithm-based fit finder technology to help online shoppers find their perfect fits digitally based on physical measurements and production size charts. On the other end of the transactions, Goldie lowers the 21 percent e-commerce rate of returns and increases customer lifetime value.

Founders: Viviane Nguyen, CEO and MBA ‘23; Stephanie Zhou, COO and MBA ‘23; Samantha Wong, CTO and Master's of science in Mechanical Engineering and MBA ‘22.

Second Place: Tierra Climate

Coming in second place — and securing a $25,000 prize, was Tierra Climate. The company is looking at a unique challenge within the grid-scale battery business. Normally not compensated for the clean storage work they do, these battery operators are able to be compensated on the Tierra Climate platform, where battery projects can sell verified Carbon Avoidance Offsets to corporate buyers.

Founders: Emma Konet, CTO and MBA ’24; Jacob Mansfield, CEO and Harvard MBA ‘23

Third Place: Separion

Separion claimed third place and a $15,000 prize. The company is addressing battery storage with its solution that uses brines already produced by geothermal energy and provides an environmentally friendly extraction process will supply lithium faster, purer, and greener.

Founders: Yuren Feng, CEO and Environmental Engineering PhD ‘24; Xiaochuan Huang, CTO and Environmental Engineering PhD ‘23; Ze He, COO and Chemical Engineering PhD ‘23

Audience Choice Award: Sygne Solutions

Sygne Solutions secured the $1,500 Audience Choice Award. The company has created a patent-pending technology that permanently destroys PFAS – thereby eliminating them from the environment. The process is scalable and sustainable, and targets the substances in water.

Founders: Bo Wang, Chemical Engineering PhD ‘23; Subash Kannan, MBA ‘24; Dana Vazquez, MBA ‘24; Kimberly Heck, Chemical and Biomolecular Engineering Research Scientist

Outstanding Undergraduate Award: Tidepay

Tidepay won the Outstanding Undergraduate Award and $5,000. The company is targeting the shipping industry with its HR and payroll solution that streamlines the onboarding process and helps transfer wages to their globally positioned employees’ bank accounts. The technology enables character reading technology to scan documents and verify eligibility and provides digital bank accounts and debit cards to unbanked seafarers. They also serve the seafarer by offering financial and logistical support services beyond remittance.

Founders: Andrew Pitigoi, CEO and Finance BBA ‘26; Devin Shah, CFO and Finance BBA ‘26

Additional prizes:

The program also awarded two prizes to two organizations not previously listed as finalists by the program:

The Parent Teacher Collaborative, founded by Jessica Faith Carter MBA ‘24, a school and community based nonprofit that aims to improve student outcomes by building strong collaborative partnerships between parents and teachers, received the RISE@Rice: The Sen Social Pioneer Prize for $1,000.
RiseWorks, an AI-driven music therapy for mental health needs, secured the Frank Liu Jr. Prize for Creative Innovations in Music, Fashion, & the Arts for $2,500. The company was founded by Jucheng Shen BS ‘26, Lai Peng BS ‘24, Yuan Chen BS ‘25, and Kaiyuan Wu BS ‘23.

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Texas still ranks as No. 1 in U.S. for inbound moves, but growth dips

by the numbers

Texas continues to be the country’s No. 1 magnet for newcomers from other states, giving a boost to the state’s economy. However, Texas’ appeal weakened in 2024 compared with the previous year, due in large part to spiking home prices.

An analysis of U.S. Census Bureau data by self-storage platform StorageCafe shows Texas saw net interstate migration of 76,000 people in 2024. Texas’ net interstate migration dropped nearly 50 percent from 2023, according to the analysis. Net migration refers to the number of incoming residents minus the number of outgoing residents.

California remained the top source of newcomers for Texas, sending nearly 77,000 residents to the Lone Star State in 2024, the analysis says. Florida ranked second, followed by New York, Colorado and Illinois.

“These trends reveal Texas’ continued pull from both high-cost coastal markets and other large Sun Belt states, resulting in a mix of affordability-driven and job-driven relocation,” StorageCafe says.

Putting a damper on the influx of new residents: a roughly 124 percent surge in Texas home prices over the past decade, according to StorageCafe.

“While the state remains significantly more affordable than California, its top feeder state, the once-wide pricing gap has narrowed,” says StorageCafe. “For many movers, Texas is still a relative bargain, but no longer an undisputed one.”

Nonetheless, Texas keeps attracting young, highly educated people, which bodes well for the state’s long-term economic outlook, StorageCafe says. More than half of new arrivals to Texas in 2024 held at least a bachelor’s degree, and the age of newcomers averaged 32.

Where are most of these young, highly educated newcomers settling?

Lloyd Potter, former Texas state demographer, tells StorageCafe that population growth in Texas is happening most rapidly in suburban “ring counties” at the expense of slowing growth in urban cores. Ring counties are on the outskirts of major metro areas.

“Many people are moving from urban cores to suburban rings seeking lower costs, newer housing, better schools, and more space,” Potter says. “Typically, a move to a suburban county will be within commuting or hybrid‑commuting distance of major metro economies.”

Artemis II makes historic call to space station with help from Houston Mission Control

History in the making

Still aglow from their triumphant lunar flyby, the Artemis II astronauts made more history Tuesday, April 7: calling their friends aboard the International Space Station hundreds of thousands of miles away as they headed home from the moon.

It was the first moonship-to-spaceship radio linkup ever. NASA's Apollo crews had no off-the-planet company back in the 1960s and 1970s, the last time humanity set sail for deep space.

"We have been waiting for this like you can’t imagine,” Artemis II commander Reid Wiseman called out.

For Christina Koch on Artemis II and Jessica Meir aboard the space station, it marked a joyous space reunion despite being 230,000 miles (370,000 kilometers) apart. The two teamed up for the world's first all-female spacewalk in 2019 outside the orbiting lab.

Koch told her “astro-sister” that she'd hoped to meet up with her again in space “but I never thought it would be like this — it's amazing.”

“I'm so happy that we are back in space together,” Meir replied, “even if we are a few miles apart.”

Houston's Mission Control arranged the cosmic chitchat between the four lunar travelers and the space station's three NASA and one French residents.

Koch described being awe-struck by not just the beauty of Earth, “but how much blackness there was around it.”

“It just made it even more special. It truly emphasized how alike we are, how the same thing keeps every single person on planet Earth alive,” she told the space station crew. “The specialness and preciousness of that really is emphasized” when viewing the home planet from the moon.

By late Tuesday afternoon, the Artemis II astronauts had beamed back more than 50 gigabytes' worth of pictures and other data from the previous day's lunar rendezvous, which set a new distance record for humanity. The highlight: an Earthset photo reminiscent of Apollo 8's Earthrise shot from 1968.

"While they are inspirational and, I think, allow all of us to really feel a little bit of what they were feeling, there's also a lot of science hidden inside of those images," said Mission Control's lead lunar scientist Kelsey Young. “The conversations and the science lessons learned are just beginning."

During a debriefing with Young, the astronauts recounted how they spotted a cascade of pinpricks of light on the lunar surface from impacting cosmic debris. The flashes lasted mere milliseconds and coincided by chance with Monday evening's total solar eclipse.

Young said it was too soon to know whether the crew witnessed an actual meteor shower or more random, run-of-the-mill micrometeoroid hits. Either way, there were “audible screams of delight” in the science operations center, she said.

Koch described being awe-struck by not just the beauty of Earth, “but how much blackness there was around it.”

The first lunar explorers since Apollo 17 in 1972, Wiseman and his crew are aiming for a splashdown off the San Diego coast on Friday to wrap up the nearly 10-day test flight. The recovery ship USS John P. Murtha left port Tuesday for the target zone.

It sets the stage for next year's Artemis III, a lunar lander docking demo in orbit around Earth. Artemis IV will follow in 2028 with two astronauts attempting to land near the lunar south pole.

As for the Orion capsule’s pesky potty, Mission Control assured the astronauts that no maintenance was required Tuesday. The toilet has been on-and-off limits to the crew ever since last week’s launch, prompting them to rely on a backup bag-and-funnel system for urinating.

NASA Administrator Jared Isaacman told the crew following the lunar flyby Monday night: “We definitely have to fix some of the plumbing” ahead of the next Artemis mission. Engineers suspect a clogged filter in the overboard flushing system.

Aside from the toilet and other relatively minor matters, the mission has gone well, Isaacman noted at a news conference Tuesday, “but I'll breathe easier when we get through reentry and everybody's under chutes and in the water.”

AI-powered Houston startup helps restaurants boost customer loyalty

order up

It’s no secret that restaurant trends move fast and margins run thin. And with the proliferation of platforms like Uber Eats, DoorDash and Easy Cater, customer loyalty is fleeting.

The solution?

How about an AI-powered restaurant technology platform that helps restaurant brands cut back on third-party platforms in favor of driving direct discovery, conversion and loyalty?

Enter Saivory. Founded in 2025 by Stephen Klein, a software investor, and Fajita Pete’s restaurateur Hugh Guill, the Houston-based startup aims to help eateries better understand and activate guest behavior across digital channels as AI increasingly reshapes how consumers discover and engage with brands.

In less than a year, Saivory has partnered with Shipley Do-Nuts and Fajita Pete’s to bring AI-powered ordering to life.

“With Saivory, we were able to answer the question of, ‘what if the ordering process could be reduced to a single step, where customers simply tell us what they want and AI takes care of the rest?’” Klein tells InnovationMap.

The Houston-based startup made such an immediate impact that it was selected as a semi-finalist during Start-Up Alley at MURTEC , the restaurant industry’s leading technology conference, which took place last month in Las Vegas.

“Houston is a great hub for technology innovation, and we were proud to represent the city at MURTEC this year,” says Klein. “We didn’t win, but we were able to talk about some of the work that we have existing in the market for clients right now and a little bit about what we’re working on in the future.”

In the current restaurant technology ecosystem, the third-party aggregators own the customer attention that brings volume to restaurants, while also taking big commissions and having control over the end relationships with the customer.

That can often make it difficult for restaurants to grow loyalty and repeat business from customers. Saivory aims to level the playing field for restaurants, helping them stay more connected to their customers.

Take Saivory’s recent application with Shipley’s Do-Nuts, for example.

Saivory powered the donut giant’s AI-ordering and launched Shipley's website and mobile app to support its over 300 locations in Texas alone.

Shipley’s new AI-powered assistant helps users create personalized order recommendations based on individual or group preferences. And unlike standard chatbox features, the new assistant makes custom recommendations based on multiple customer factors, including budgetary habits, individual flavor preferences and order size. It can also be used for large catering orders.

“They're seeing more traffic to the site and they're seeing when customers use our AI-enabled flows,” Klein says. “And they're seeing higher basket sizes, bigger tickets, by about 25 percent.”

Klein says Saivory’s technology helps strengthen first-party digital relationships, reduce friction and cart abandonment, improve average order value, and delivers personalized, efficient experiences.

“It’s a win-win: the customer gets the right order quickly, while the restaurant gets a bigger margin,” he adds.

Additionally, the technology makes it easier for restaurants to share rewards, loyalty and discounts, ultimately growing more direct traffic and making restaurants less reliant on third-party delivery apps.

Next up for Saivory is adding new components to its platform to enhance the relationship between restaurant and customer, as well as technology around making it easier for restaurants to get found on Google.

“A lot of people are still searching for the best donuts near me,” Klein says. “Or what’s the best Mexican food near me? Customers will increasingly move to AI, where they’re going to ask where they should eat dinner and expect it to just order them dinner. They will eventually expect the technology to know how to do that. So that’s what we’re driving at.”

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