Restaurant Vet Becomes Driving Force Behind Web3-Powered Food Ordering Platform
Shelly Rupel, CEO and Co-Founder of Devour, was awarded HT’s Top Women in Restaurant Technology - Innovator Award at MURTEC 2024.
Rupel was one of 10 individuals honored March 13 in Las Vegas. HT’s 2024 Top Women and Rising Star in Restaurant Technology Awards were sponsored by WWT Digital.
Powered by blockchain, Devour aims to revolutionize the digital dining experience by integrating food ordering with gaming, entertainment and streaming.
Rupel is a former restaurant owner and has more than 10 years in restaurant technology sales. These days, she’s known as the driving force behind the web3-powered food ordering platform DevourGO, which offers streamlined ordering, gamified loyalty and exclusive rewards.
At MURTEC 2024, Devour was a finalist in Restaurant Technology Network’s Start-Up Alley and pitched her solution to the judges and the audience which voted live to determine the winner.
Rupel said her early entrepreneurial career led her to restaurant and retail technology. “This sparked my love for the restaurant industry and commitment to being a part of its technology advancements,” she said.
These days, Rupel is passionate about “harnessing technology's innovative power to solve business challenges, create new user experiences and enhance our connections with customers. That's why at Devour we pride ourselves on our technology that is transforming how Gen Z fuels their digital lives with next-level convenience,” she explained.
Her experience has been instrumental in forming partnerships with key industry players like ICheckmate, Chowly, and Olo, expanding Devour's reach and capabilities. By securing Devour's acceptance into Google's Web3 startup program, she has not only endorsed the platform's technological prowess, but also its potential for significant industry impact.
Her initiative in forging a partnership with Alterverse to develop the world's first Web3 food ordering marketplace in the metaverse is a testament to her vision of integrating cutting-edge technology with practical business applications, thereby redefining the digital dining experience.
“The combination of digitally native consumers paired with smart tech innovation is what excites me,” Rupel explained. “I’m grateful to be part of helping to accelerate the industry through Devour's food ordering and engagement technology.”
For Rupel, receiving Hospitality Technology’s Top Women in Restaurant Technology – Innovator Award on March 13 has a special meaning. “This award, received on the anniversary of my mother's passing, honors Devour's innovation and impact, which makes it incredibly meaningful,” she said.
Looking back over her 30-year career, Rupel said her “greatest fulfillment lies in Devour. Our platform empowers restaurants to personalize guest experiences and open new revenue opportunities. Witnessing a passionate team collaborate to build something so transformative fuels my daily drive. Devour embodies my passion for innovation and positive impact, building a future where technology empowers both businesses and customers in the industry I love.”
Mentorship Matters
Rupel experienced first-hand the impact of mentorship.
“At 19, my mentor, a former school teacher turned software developer, nurtured my problem-solving skills and supported my capacity as a self-starter. This ignited my entrepreneurial spirit and emboldened me to become a founder. Now at this stage of my career, the opportunity to pay it forward to the generations behind me is very important and rewarding,” she said. “I also recognize the importance of lifting diverse voices in mentorship and the value it brings to our industry.”
For Rupel, receiving Hospitality Technology’s Top Women in Restaurant Technology – Innovator Award on March 13 has a special meaning. “This award, received on the anniversary of my mother's passing, honors Devour's innovation and impact, which makes it incredibly meaningful,” she said.
About the Top Women & Rising Star Awards
After a call for nominations, Top Women in Restaurant Technology Award winners were chosen by Hospitality Technology magazine editors and members of its Research Advisory Board. The winners were announced and honored during an awards program, sponsored by WWT Digital, on March 13 at the 29th annual MURTEC (Multi-Unit Restaurant Technology Conference), in Las Vegas. HT will begin accepting nominations for the 2025 Top Women in Restaurant Technology Awards and 2025 Rising Stars in Restaurant Technology in mid-October.