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, offered by Sq. — the expertise firm that makes commerce and monetary providers simple and accessible.
Amba, based on Cambridge Avenue Hospitality Group chef and proprietor Will Gilson
The place: Cambridge, Massachusetts
The backstory: James Beard Award semifinalist Will Gilson launched Cambridge Avenue 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 yr of enterprise, the Mediterranean-inspired fast-casual restaurant has virtually tripled its every day gross sales. Gilson discusses how he obtained right here.
On staffing throughout peak hours
I want I may inform you that there’s an ideal science behind it, however generally we simply attempt to ensure that we’re not overstacking ourselves. Now we have one particular person on the road to get all the things open within the morning to cook dinner breakfast. To organize for our busiest hours, we add one other particular person 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 gadgets.
On encouraging on-line orders
Now individuals 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. web site prompts individuals to have the ability to do this. Most of [our customers] are putting their orders forward of time. We even have two [self-service] kiosks that we have now arrange inside. On the kiosks, we have now an indication that claims, “Don’t need to wait in line, use this kiosk proper right here.” That’s a solution to direct individuals if there’s a queue that’s forming.
On the effectivity of premade substances
Coming from a chef background, I used to be eager about making completely all the things ourselves. What ended up serving to us develop quicker was figuring out two of the gadgets that we had been going to be utilizing probably the most—pita and hummus—and making an attempt to see if we may discover the very best vendor that we may that would provide us with these. I’m certain I may make a greater hummus than the one which we get, however it will take perpetually [between soaking, boiling, blending, and storing]—and it will require a system that’s so difficult that possibly solely a pair individuals may do it. We’re paying a bit little bit of a premium to have the ability to have someone else’s product. Each 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 previously 5 years. I at all times [want to] ensure that we’re strolling into the appropriate deal. Numerous the manufacturers that get acquired by enterprise capital find yourself going into high-profile areas with very excessive hire as a method for advertising. 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 you must 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 online business.
We need to ensure that we don’t develop too quick till we actually perceive the nuance of the demand [we’re supplying]. We spent a number of time looking for an idea the place we will hit the appropriate worth 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 a number of workplaces and residences, and never a spot that was recognized 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 rapidly. 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.
