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Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Clayton Wood, CEO of Picnic, a pizza tech company that’s raised over $30 Million in funding.

Here are the most interesting points from our conversation:

  • Origin Story: Picnic started with a focus on automating food service, initially aiming to create a fully automated pizza truck, but soon focused on perfecting the pizza-making process.
  • Market Category: Picnic operates in the nascent field of food preparation automation, with a specific focus on pizza, leveraging their unique technology to cater to a broad range of pizza styles.
  • Customer Benefits: Picnic’s technology can produce 130 pizzas per hour with less than 2% food waste, significantly reducing the industry average of 10-12%, translating to substantial cost savings for operators.
  • Labor Challenges: The pizza industry faces chronic labor shortages and high turnover, and Picnic’s automation addresses these issues by improving productivity and consistency without needing to increase staff.
  • Adoption Hurdles: Educating the market and overcoming the skepticism towards new technology are major challenges. Picnic focuses on early adopters and operators willing to innovate.
  • Future Vision: While currently focused on pizza, Picnic’s technology is adaptable to other foods, potentially revolutionizing other segments of the food service industry in the future.



Solve Real Problems:

Focus on addressing significant industry pain points, such as labor shortages and food waste, to create compelling value propositions for customers.

Narrow Your Market:

Even with a broad applicable market, prioritize early adopters and specific segments to streamline your go-to-market strategy and build initial traction.

Leverage RaaS Model:

Robotics as a Service (RaaS) offers a scalable and customer-friendly business model by reducing upfront costs and providing ongoing support and upgrades.

Optimize for Consistency:

Automation should aim to deliver consistent quality, which is particularly crucial in the food industry to maintain brand standards and customer satisfaction.

Plan for Expansion:

While focusing on a core market initially, design your technology to be adaptable for future expansion into other related markets to maximize long-term growth potential.

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