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May 8, 2025 10 mins

In this episode, Cristal Craven, Director of Strategic Partnerships at SynergySuite, introduces herself and explains the concept of 'back office' in the restaurant industry. She discusses how SynergySuite's all-in-one platform simplifies operations by integrating various essential functions like inventory management, scheduling, cash management, and kitchen safety. Cristal emphasizes the importance of partnerships and data consolidation for making informed business decisions. She also highlights SynergySuite's strategy of using tools like Tableau for customizable reports, which allow brands to make specific, data-driven decisions without overburdening the engineering team. The conversation covers the evolving landscape of restaurant technology and how adopting a comprehensive back office solution can save costs, reduce waste, and streamline operations, particularly in times of economic uncertainty.

00:00 Introduction to Cristal Craven

00:21 Defining Back Office Software

01:03 SynergySuite's Comprehensive Approach

02:03 Importance of Data and Partnerships

04:27 Simplifying Technology for Operators

06:52 Adapting to Industry Challenges

09:25 How to Connect with SynergySuite

10:34 Closing Thoughts and Reflections



Mark as Played
Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Jeremy Julian (00:00):
For those that don't know who you, who Crystal
Craven is, why don't youintroduce yourself to our
audience?

Cristal Craven (00:04):
thanks.
I am Crystal Craven.
I'm the director of StrategicPartnerships for Synergy Suite
back Office platform here inthis space.
I also am the co-founder ofWirth, which is Women of
Restaurants, technology andhospitality.
and I do a lot of work withwomen in restaurant leadership.
I'm an industry girl.

Jeremy Julian (00:20):
Love that.
Love that.
So for those that don't know,define what a back office is for
those that might be living undera rock and don't understand what
that means.

Cristal Craven (00:27):
That's fair.
back office is all the softwarethat you use to help control
prime costs.
So at the basic level, you haveinventory and purchasing for
food costs.
You have your, scheduling andsort of employee maintenance
compliance for labor.
And then the only way to do thatis to have things like good
reporting.
So we have reporting, we havecash management, operational
workflow management, so likechecklists and manager logs.

(00:49):
And then.
the last piece of that isactually hasp because that
really ties together.
So your kitchen safety should bea part of manager logs.
Your kitchen safety andtemperature should be a part of
purchasing and receiving.
So we do that all in oneplatform.

Jeremy Julian (01:02):
Amazing.
And I think it's funny'cause youtalk about that and I think for
some people, back office meansone specific thing.
It's purchasing, it's inventorymanagement.
The thing that I love aboutSynergy Suite is you guys run
the gamut and do quite a bit inthat space.

Cristal Craven (01:15):
Yeah.
I mean it.
what?
There was some ridiculous quotethat I did not believe until I
looked it up, but it's somethinglike in store you have 50
different technologies that youhave to use, so that's 50
different login languages.
It's not it, not even thelogins, right?
It's the languages that you haveto speak.
It's the ui, it's the experienceof using it.
So if you can take all thelittle pieces of running the

(01:36):
back part of.
The restaurant and put them intoone platform where every part of
that is, is best in breed,right?
You have great modules, but itmakes your manager's lives so
much easier.
It's seven less, things thatthey have to manage and I think
it makes them more efficient atdoing their job.
So I think that's why havingback office platform as opposed

(01:56):
to a back office product is soimportant.

Jeremy Julian (01:58):
Yeah.
No, and I love that.
And one of the things that Ialso love about you guys is that
you guys are.
You guys take data in from othersources to be able to make
better business decisions.
Because having a back officethat's just counting those
things without making businessdecisions, in my opinion, is
worthless.
But having something that'sgonna help you make more money,
help you save money, is reallythe critical part.
And so tell me how you do thatfrom a partnership perspective.

(02:19):
'cause you're one of the best inthe industry at that partnership
side of things.
The

Cristal Craven (02:22):
partners, the data from other places that,
that from a technologystandpoint is just common sense.
and if you really think aboutit.
Good business sense for us.
partnerships is one thing, butthe data consolidation in the
back office, we're alreadytouching so many different
pieces of data from the point ofsale.
But let's just say that there'sanother external data source
that isn't necessarily part ofour platform, which is why we
utilize a white label Tableau,right in Synergy Suite.

(02:44):
And the reason that we do thatis so that you can have the data
that you need to make decisions.
we know that we are not.
The center of the universe, thatsometimes there may be a data
set that you need to pull intothe look at some, cross analysis
for reporting.
But also if you think about itfrom a business perspective, and
this is why we can be good atpartnerships because we
understand our swim lanes and wealso understand what we
shouldn't do.

(03:05):
And what we shouldn't do iscreate a new custom report that
our engineering team has todevelop in a two week sprint or
two, two week sprint.
Every time a very specific needof a customer arises that we'll
never have any bearing acrossany other brand.
So that doesn't make sense.

Jeremy Julian (03:22):
Yes.

Cristal Craven (03:22):
But we can put Tableau into Synergy Suite.
You can bring in that data pieceon some random part that's
really important to your brand.
You can create that report thatis really specific to you.
it doesn't, back up ourengineering team.
It gives you what you need inthe actual platform.
And that gives us space to focuson other areas of the business,
like innovation, growth of it,and also making sure that we
have really tight.

(03:44):
Strong integrations with ourpartners who do the things that
we will never do, like payroll,like accounting.
yeah.
I think it's just a differentapproach to not being the center
of the universe.
be a good partner and let peoplebring in the data they need to
run their business.

Jeremy Julian (03:58):
and it's always ironic to me because.
There's times that reports needto be run on a daily, weekly,
monthly basis.
Sure.
Yeah.
Those should be part of thecore.
Yeah.
But then there's these one-offanalytical reports that somebody
needs to decide, are we gonnachange suppliers for this one
product?
Yes.
We might need that as a one-off.
We're gonna decide we'rechanging chicken win wing
providers for some.
Bar and grill, they might needthat as a one-off.

(04:19):
You don't need to create thatreport.
And the flexibility that youguys have to be able to do that
is amazing.

Cristal Craven (04:23):
I think it's just really important and it's,
like I said, it's common sense.
Yeah.
It's common sense technology.
why are we over complicated?
And look, you and I have beendoing this for a very long time,
and I always tell people when Ifirst started in restaurant tech
18 years ago.
it was really just a very fancycash register.
It really was very much so wasthere was no enterprise menu
management.
There wasn't consolidatedreporting that came off of
spreadsheets.
The biggest thing was PCIcompliance and people were like,

(04:45):
what is that?
Yeah.
We're using LogMeIn to supportyour systems uhhuh.
it's just so different.
It's so complicated right now.
We don't need to make it morecomplicated.
Let's give you some really nice,simple common sense tools that
make sense.
We'll make the technologyelegant.
We will make the complexitythere if you need it, but we'll
also not make it hard if wedon't need to.

Jeremy Julian (05:05):
Yeah.
Which I wish more technologiststhat are here would think about
the operator at the end of theday.
Yeah.
Because at the end of the day,the operator's the one that's
gonna get you the quality ofdata to be able to make the
decisions.
And oftentimes they make it socomplex that then they stop
using it and they don't get theresults that they're looking
for.

Cristal Craven (05:19):
It's kinda, you want, they build tech.
I, and don't get me wrong, Ihave a lot of respect for people
who build technology, but, it'snot a game.
We're not building games for ourown fun and, tickles and fun.
we're building tools that peopleuse to, to support their lives
of their employees, to supportthe lives of their businesses.
it's not a game.
So we don't get to just playaround by building technology

(05:39):
that is not useful to you.
We don't get to play around bydoing things that are really
cool, that we can make money offof, that we can shine and dazzle
you with.
our job is to build businesstools so that you can run your
business so that you can.
Feed people.
Yep.
But also feed your employees andfeed your staff.
Make money, continue to grow.
Stay in grow, yeah.
And continue to grow.
I think I might be boring thatway.
I don't, I think what we doneeds to be, useful.

Jeremy Julian (05:59):
There needs to be business value.
I say it all the time on theshow, the long form show.
It's like technology fortechnology's sake is worthless.
But technology that truly solvesbusiness problems is the end
all.
Be all.
Yeah.
And I think more people need tothink that way.
in our space.
And again, I love all of the newtechnology.
I think it's so great, but ifit's not making people's lives
better Faster, helping'em makemore money.
making the job of the operatorseasy.
Easier.

(06:19):
Then, you know what, it's notgonna end up scaling

Cristal Craven (06:22):
and save that technology for other things like
games.
I like playing Clash of Clans,but you know what, it does not
make me money or make my lifebetter, but it's really fun and
I love it when there's softwareupdates.
That's

Jeremy Julian (06:30):
so funny.
I love it.
My wife is, she's got a coupleof games and I'm like, why do
you do this?
She's because it just helps mechill out.
So yeah,

Cristal Craven (06:36):
that's why I do it.
I love it.
I actually, Allie, good oldAllie Haskell is also a clash of
planner, so we have bonded overthat.
Oh, got that.
But yeah, that's where I thinktechnology is creative and is
fun, but it's something thatisn't like for, it's not.
It's not business technology,right?
I think with business technologybuild what's needed.

Jeremy Julian (06:52):
we're at RLC while we're recording this,
there's a lot of people that aretalking about uncertainty.
They're talking about guestcounts.
They're talking about their costgoing up.
Help me understand how SynergySuite is like a place that you
guys are gonna help solve thatproblem.
A year from now when all of thisuncertainty is settled, how can
Synergy Suite really help thosethat are out there in the space?
What kind of things do you seethat people should be doing that

(07:13):
they aren't doing as it relatesto implementing a back office
solution?
Sure.
That can solve these problems.

Cristal Craven (07:18):
one is, I think there's a lot of money that's
left on the table because it'stoo hard to track.
So that, that's critical rightnow.
You have to care about everynapkin.
You have to track every napkin.
You have to do constant analysisto see where your prices are
going up.
You have to do what if menuscenarios to see if there's
things that you have to changefrom a pricing perspective.

(07:38):
And we actually have a lot ofgood partners you can help with
that as well.
it's not just what you can do inSynergy Suite, it's how we can
partner with people like AItools like single Flare ai,
right?
You wanna do really in-depthmenu analysis.
We'll work with them.
but for Synergy Suite, I think.
Making it easy to make thosedecisions.
And that covid word pivot, Ithink is coming back.
We're back on a wave now.

(07:59):
being able to really do ananalysis on your suppliers,
being able to do analysis onyour menu, and then make
tracking your inventory and yourpurchasing, like really, we use
AI for purchasing, like reallyhaving.
Really locked in specific,precise purchasing.
I think that's really important.
'cause we can't really changethe cost Yeah.
Of the item, but we can makesure you don't order too much.

(08:19):
We can make sure you don't wastetoo much.
And we can make it easy to countevery single thing so you can
have a very accurate

Jeremy Julian (08:27):
and make business decisions back to what we've
been talking about and makebusiness

Cristal Craven (08:29):
decisions on that.
And I think.
I think Covid more thananything.
actually not more than anything.
Covid did a lot of other things.
So one of the things Covid didnot more than anything, is it
taught people the importance ofthings like packaging.
There's so many costs aroundthat, and I think that what we
do a really good job of is notmaking it a huge hurdle.
To do a full inventory.

Jeremy Julian (08:51):
Yep.

Cristal Craven (08:51):
And you should be, you shouldn't be just doing
your high cost items maybe everyday or actually maybe every
shift.
But, so those are the ways thatI think we can really bring
value to the table in thiscurrent landscape is giving you
precise data to make betterdecisions, making it faster, and
helping you not to reduce yourcost, but maybe alleviate.
Your waste and make betterdecisions.
So you can reduce your own costswith suppliers or choices that

(09:14):
you're making about your menu,or at

Jeremy Julian (09:15):
least have those conversations and be aware of
it.
So then you can make thebusiness decision, whether it's
to increase menu price or to goback to your supplier and go,
Hey, maybe I don't need as muchof this, or whatnot.
how do people get in touch?
How do people learn more?
How do people dig into.
Synergy Suite and

Cristal Craven (09:28):
you can always, reach out to our awesome
partners like CVS North Star andsay, get us in touch.
Thanks in for the plug.
Get us in touch with SynergySuite.
'cause we love coming throughpartners.
we're easy to find SynergySuite.
it is not an uncommon word,Synergy Suite all one word.com.
you can, it's a LinkedIn world.
You can always find, myself onLinkedIn.
Those director of partnerships,I'd love to in make some

(09:49):
introductions.
and Brett Berger is our SVP ofsales.
He is an awesome guy.
He's here at RLC with us.
He's actually doing his job andbusy having some meetings right
now.
Love it.
I think re to find, we also tryand be good partners in the
sense that there's a lot ofthought.
Leadership that we try and putout there.
not from a sales perspective,but just from a learning.
And lifting our partners upperspective.
do some searches.

(10:09):
'cause I think we've done somereally good informative stuff in
the last, year that I thinkpeople could benefit from, back
office AI or, tips and tricksfor, financial accounting.
So I think we put some stuffout.

Jeremy Julian (10:19):
Yeah, no, I think that, that's great.
And I think even not that I.
Even if they're usingcompetitive products, taking
some of the things that you guyshave already done to implement
them could make their businessbetter.
And really the purpose of thepodcast and why I do what I do
is I love the restaurantindustry.
It's given me so much.
And so how do we help give back?

Cristal Craven (10:34):
thank you for spending.
I love it too.
I love it too.
What do what do we do if we werein something else?

Jeremy Julian (10:38):
I, when people ask me how am I doing, I say, I
am blessed every day.
'cause I get to work in anamazing industry with some
really cool people.

Cristal Craven (10:44):
Yeah, I agree with that.
I agree.
I thank you so much.
I really enjoyed talking to youand this has been a fun show.
So I hope we've gotten to have alot of fun conversations with
people.
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