would be completely invisible to the guest. “There’s a lot we can automate, and where we see great business value is bookkeeping and inventory predictions,” Bischof-Forsyth said. “It is not going to replace the interaction. That’s non- negotiable.” Some automation does take place closer to the customer interaction, but Lynch emphasized that it won’t take away from the hospitality experience. “If [our system] can recognize loyalty members the moment they walk through the door, then it can let the team member know,” she said. “We want to leverage technology to make their lives easier.” 7 Brew also considers the balance of customer engagement when investing in new technology. The rapidly growing drive-thru coffee chain recently launched its first app, and Bischof- Forsyth emphasized how crucial it was that the app was additive to the friendly service 7 Brew is known for. “The app gives you time in your own home or car to navigate the surprises and offers before you even get there,” she said. “It’s all about allowing you to do some things even before you get there to allow more time to engage with our baristas.” The investment in new technology like mobile ordering or kiosks has added an additional opportunity for connection between customers and employees: Technology troubleshooting. “We trained all of our baristas on the app so that they could be familiar and assist customers when they came through,” Bischof-Forsyth said.
“There’s a lot we can automate. ... [But] it’s not going to replace the interaction. That’s non-negotiable.”
— Danyel Bischof-Forsyth, Chief Technology Officer, 7 Brew
FSTEC 2026 | 11
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