HT Talks Tech with Cheba Hut's VP of Operations Brian Witte
Cheba Hut, the fast-casual concept known for its toasted subs named after marijuana strains, thrives on what Brian Witte, VP of Operations, calls "the interaction, not the transaction." This philosophy is deeply rooted in the company's culture, where the atmosphere is casual, and every customer interaction is unique. As the company expands beyond its 65 locations, it's exploring how to integrate technology without losing the essence of its brand.
Staying True to the Experience
At Cheba Hut, the focus has always been on creating a comfortable and authentic dine-in environment. “There's no script, no dress code, and every interaction at the register is different,” says Witte. This approach allows employees to connect with customers on a personal level, whether they're discussing a favorite band or complimenting a hair color. The company celebrates individuality, with tattoos, piercings, and local murals playing a big part in its identity. "We are having a good time and not taking ourselves too seriously," Witte adds.
Case in point: Cheba Hut is rolling out an August 24 promo featuring free Kool-Aid, its favorite beverage, to dine-in and carryout guests. The first 200 guests will get a limited-edition "Cottonmouth Cures" cup, pictured right, they can use to get free Kool-Aid for a year.
Strategic Technology Adoption
Despite its laid-back vibe, Cheba Hut recognizes the importance of technology in today's fast-paced world. Witte is particularly excited about the potential of kitchen display systems (KDS) and the concept of just-in-time service. “As costs rise, being just-in-time becomes even more important,” Witte explains. The goal is to respect customers’ time, whether they’re dining in, carrying out, or using third-party delivery services. Cheba Hut is keen on ensuring that food is always fresh and that every customer feels valued, regardless of how they choose to engage with the brand.
Navigating Delivery and Loyalty
Cheba Hut's approach to third-party delivery reflects its understanding of evolving customer needs. Witte sees these customers as having different needs, where convenience and minimal interaction might be preferred. "It's not so much about telling you what the experience is. It's about meeting them where they are," he says. The company’s loyalty app, powered by Punchh, also reflects its fun and irreverent spirit, with games like “Flippy Bird” engaging customers in a lighthearted way.
Balancing Automation with Culture
As Cheba Hut explores automation, Witte emphasizes the importance of maintaining the brand’s soul. “Automation will be impactful when it looks like ‘the magic behind the curtain,’” he says. The goal is to enhance the food preparation process and increase throughput without altering the customer experience. Witte believes that small technological improvements, like the recent addition of KDS, can make a huge difference. "Every time you save 3 seconds times 200 tickets a day—that’s massive," he notes.
Cheba Hut is in the early stages of rolling out tech upgrades chainwide.
“As of this time, we have four stores rocking KDS systems -- as part of a larger rollout and switch to Toast POS in 2025,” Witte explained. Moving forward, all store openings will have the new system, or 15 locations before the end of the year, with the entire system-wide rollout being completed in 2025.
Training & Maintaining
Looking ahead, Cheba Hut is focused on optimizing operations while preserving its unique culture. The company is building its learning management system on Schoox. The internal training environment is also on brand, named The Grow Op, features engaging and pop-culture-infused training modules. “It's been a journey,” says Witte, as the company works to digitize best practices in a way that feels local and personalized. The goal is to create a sense of community among employees while ensuring that they are mastering skills and growing in their careers.
As Cheba Hut continues to expand into new markets, the challenge will be to stay true to its roots while embracing the opportunities that technology offers. For Witte and his team, the key is finding that balance, ensuring that Cheba Hut remains a place where customers and employees alike feel connected, valued, and part of something special.
