Borne is a vision by Gregory Don Nasser. Since the ’90s, Gregory had fallen in love with the restaurant industry from bartending to cooking to being a restaurateur. He became very aware of the high rates of failure and infamous pitfalls in the industry throughout his career and even experienced it first and second hand on multiple occasions. A common thread emerged in the majority of situations: Most restaurants acted on impulse and misguided intuition.
“When a restaurant fails, restaurateurs lose their life savings. Firms lose their investments. Real estate companies lose their TI. And the community suffers. I felt I could help make the world a better place by providing a culture of love everywhere I worked,” stated Mr. Nasser. And that love manifested into filling in the blanks on the common issues leading to failure. Thus Borne was born.
There exists a systematic process built on investigative work, dozens of specialists, and 6-9 months of research that goes into figuring out what communities and consumers want and need. Oftentimes this differs from what a restaurateur and/or leader thinks would succeed based on his or her “gut.” The path is either cumbersome or built on extremely risky assumptions and neither is ideal.
Borne was created to reduce the amount of work necessary to get the insights required to make informed decisions that are less risky. It is our mission to culminate as much data as possible and parse it into rich, profound insights to empower better decision-making. From the technology itself to our consulting services, Borne helps companies build restaurants that are born to thrive.™
We are at the precipice of this journey as of the writing of this biography (May 2021). We look forward to endeavoring to eliminate as many restaurant failures as possible while spreading a culture of love.