Last week I was at a trade show. Again. And once again I walked past ten stands all promising the same thing: "AI for your restaurant."
One tool for the rota. One for the menu. One for food cost. One for review management. One for social media. And of course: all with a monthly subscription.
"If you don't understand AI, you buy subscriptions. If you understand AI, you build solutions."
I'm not saying that to sound clever. I'm saying it because I know this mistake inside out — from operators who tell me they spend €600, €800, sometimes over €1,000 a month on software. And still do the same things as before.
The real problem
AI is not a tool you buy. AI is a skill you develop. The difference sounds small — but it isn't.
When you buy an AI tool, you delegate the thinking. The tool decides which data matters, how it's processed, what gets shown to you. And you nod along. Or you don't understand it. And you pay regardless.
When you develop AI as a skill, you ask your own questions. Build your own prompts. Use generic tools like ChatGPT for tasks that used to eat hours — menu descriptions, shift plans, review analysis, prepping for staff appraisals.
What actually works
I work with hospitality operators and hoteliers. When I ask: "What eats up most of your time?" — the answer is always the same:
- Writing and adjusting the rota
- Responding to online reviews
- Menu copy and specials updates
- Onboarding documents for new staff
- Communication with suppliers and guests
For all of that, I don't need a single new subscription. I need someone who understands how to prompt ChatGPT or Claude properly. Who can evaluate the output, adapt it, integrate it into the operation.
- No new subscription before you know exactly what it does
- Understand first — then buy (or don't)
- Generic AI tools cover 80% of the tasks
- The skill matters, not the tool
My question to you
How many AI subscriptions are you paying for right now? And how many of those do you actually use every day?
Drop it in the comments — or get in touch directly. I'll help you sort out what's genuinely useful and what you can safely cancel.
Roelof
30+ years HoReCa. Zero affiliate links. Straight talk only.
