It was me—the waiter already had the vegetarian menu ready. And a regular menu for my colleague. I was just blown away. Somehow, through the reservation system or its sister restaurants’ records of past visits where I ordered a vegetarian dish or told them I was vegetarian, the restaurant was able to—from the very first interaction I had with a waiter there—make it a really delightful experience.

It should know that I’m a vegetarian and I don't like Chick-fil-A. But I am a Starbucks fanatic, so it should say, "Hey we're driving past a Starbucks and I know you're 10 minutes ahead of schedule. We can make a detour, you can order your favorite coffee, and still be three minutes ahead.".

We kicked off the partnership with an influencer event in the restaurant last month, where we invited a mix of influential NYC vegans, vegetarians and flexitarians [those who reduce their meat consumption without completely giving up meat-based products]. Pomodoro Rosso is just the beginning of driving a new way of thinking within a traditional cuisine, such as Italian food.