Why We Built Seatly: A Letter from Our Founders
Dear Canadian Restaurant Community,
We didn't set out to build another restaurant app. We set out to solve a problem that was keeping us up at night—literally.
This is our story. It's personal, messy, and filled with more failures than we'd like to admit. But it's real. And we're sharing it because we know many of you have lived this same struggle.
The 2 AM Epiphany
It was July 2022, 2 AM on a Saturday. I (Michael) was still at our family restaurant in Montreal, manually counting no-shows from our paper reservation book. Twenty-three tables hadn't shown up. That's $4,100 in lost revenue. In one night.
I was exhausted. Frustrated. And honestly, a bit broken. My family had poured everything into this restaurant. We served incredible food, created memorable experiences, and built a loyal community. But we were hemorrhaging money because we couldn't manage something as simple as knowing who would actually show up.
At the exact same time, 350 miles west, my future co-founder Sarah was having her own crisis in Toronto. Her salon had three different appointment books, and they'd just double-booked a wedding party with color corrections. The bride was crying. Staff were panicking. And Sarah was in the supply closet, questioning every decision that led her there.
<PULLQUOTE> "I was so tired of feeling like a failure at the operational stuff. I could create beauty, build relationships, run a great business—but I couldn't figure out basic scheduling without it all falling apart. I felt alone in this struggle. Turns out, I wasn't." - Sarah Tremblay, Co-Founder </PULLQUOTE>We weren't tech people. We were hospitality people drowning in inefficiency. And we were about to discover that thousands of others were drowning too.
The Journey Begins
The Aha Moment
Sarah and I met at a Restaurant Canada conference. Over terrible conference coffee, we discovered we shared the same frustrations:
- Why did restaurant tech cost fortune?
- Why was everything built for chains?
- Why did "simple" mean "useless"?
- Why was support always overseas?
But most importantly: Why wasn't anyone building for businesses like ours?
The Research Phase
We spent six months visiting restaurants across Canada. From St. John's fish houses to Vancouver sushi bars, we heard the same stories:
- "The system costs more than my rent"
- "Support doesn't understand Canadian requirements"
- "We went back to paper after two months"
- "It works great... if you have an IT department"
Building Something Different
Our Principles
- Free Tier Forever: Small businesses shouldn't pay to get organized
- Canadian First: CASL compliant, bilingual, local support
- Actually Simple: Your grandmother could use it
- Phone Optional: Not everyone wants another app
- Human Support: Real people, real help, really here
The First Year
We maxed out credit cards. We lived on ramen (the packaged kind, not the trendy kind). We coded in Sarah's basement because it had the best WiFi. Our first customer was my mom's restaurant—she was brutally honest about every flaw.
But something magical happened. Word spread. Restaurants started calling. Not because of our (non-existent) marketing budget, but because it actually worked.
The Mission That Drives Us
Democratizing Restaurant Technology
Every restaurant deserves access to tools that help them thrive, not just survive. Whether you're a food truck in Winnipeg or a fine dining institution in Quebec City, technology should empower, not overwhelm.
Supporting Canadian Entrepreneurs
We're building more than software. We're building a support system for the people who create gathering places in our communities. The ones who remember your usual order, who sponsor local teams, who make neighborhoods feel like home.
Sustainable Business Practices
We're self-funded by choice. No venture capital pushing us to prioritize growth over customers. No exit strategy that leaves users stranded. Just sustainable, steady building of something that matters.
The Human Stories
Maria's Pizzeria, Hamilton "Seatly saved my business. I was ready to close after 20 years because I couldn't keep up. Now my daughter runs our social media from the app, and I focus on what I love—making pizza and talking to customers."
Jean-Claude's Bistro, Sherbrooke "Finally, someone who understands that French isn't a translation—it's a culture. Every message sounds like us, not like Google Translate."
Prairie Perk Coffee, Saskatoon "We use the free tier. It handles our morning rush perfectly. When we're ready to grow, Seatly will be there. That's partnership."
The Numbers (Because They Matter Too)
Data tells part of our story. The human impact tells the rest.
<STATS> **Seatly Impact Since Launch:** - 50,000+ wait times managed across Canada - $2.3M in prevented no-show losses for our restaurants - 500+ restaurants and service businesses served - 100% Canadian team (and proud of it) - 2 minutes average support response time - 98% customer satisfaction rating </STATS>But the number we're proudest of? $0 required to start.
We remember what it was like to be small, struggling, and unable to afford enterprise solutions. Every restaurant deserves access to tools that help them thrive, regardless of their size or budget.
<PULLQUOTE> "We built the software we desperately needed when we were operators. The free tier isn't a loss leader—it's our mission. If you're a small restaurant doing your best, we've got your back. Always." - Michael Chen, Co-Founder </PULLQUOTE>Our Vision for the Future
The Next Chapter
We're not trying to be the biggest. We're trying to be the best for Canadian restaurants. That means:
- Deeper integrations with Canadian systems
- More languages (starting with Mandarin and Punjabi)
- Predictive analytics that actually predict
- Community features to connect restaurants
- Tools we haven't imagined yet
The 10-Year Dream
A Canada where no restaurant fails because of operational inefficiency. Where technology amplifies hospitality instead of replacing it. Where local businesses have the same advantages as global chains.
Challenges We Face
We're Not Perfect
- We can't build every feature overnight
- We sometimes get overwhelmed by support requests
- We're learning as we grow
- We make mistakes
But we show up. We listen. We improve. We care.
The Goliaths
We compete against companies 1000x our size. They have Super Bowl ads. We have word of mouth. They have shareholders. We have stakeholders—you.
Why This Matters
Beyond Business
Restaurants are where life happens. First dates. Job celebrations. Family reunions. Last goodbyes. When we help a restaurant run better, we're helping create space for human connection.
The Ripple Effect
Every successful local restaurant:
- Employs 15-20 people
- Supports 5-10 local suppliers
- Generates community tax revenue
- Creates neighborhood identity
- Brings people together
When restaurants thrive, communities thrive.
Our Promise to You
We Will Always:
- Offer a meaningful free tier
- Answer support in under 10 minutes
- Build based on your feedback
- Stay Canadian owned and operated
- Put your success first
We Will Never:
- Sell your data
- Lock you into contracts
- Charge hidden fees
- Outsource support
- Forget where we came from
Join Us
For Restaurant Owners
Try Seatly free. No credit card. No commitment. Just results. If it doesn't make your life easier in 30 days, we haven't done our job.
For the Community
Share your ideas. Tell us what's broken in restaurant tech. Help us build something better, together.
For Dreamers
If you're thinking about opening a restaurant, don't let operational fears stop you. Technology should enable dreams, not complicate them.
A Personal Note
From Michael: "Every time a restaurant tells us we've helped them succeed, I think about those 2 AM nights counting no-shows. We built Seatly so no one else has to do that."
From Sarah: "Technology should feel like a helpful team member, not another boss. That's what drives every decision we make."
The Bottom Line
We built Seatly because Canadian restaurants deserve better. Better technology. Better support. Better partners. Better futures.
We're not just building software. We're building a movement. A movement that says local businesses matter, that hospitality is sacred, and that technology should serve humanity.
Thank you for trusting us with your businesses. Thank you for your feedback, your patience, and your partnership. Together, we're not just managing waitlists—we're building the future of Canadian hospitality.
With gratitude and determination,
Michael Chen & Sarah Tremblay Co-Founders, Seatly
P.S. We still eat a lot of ramen, but now it's the trendy kind—at your restaurants. See you there.
CITATIONS
- Seatly Internal Company Data 2022-2025 - User metrics, impact statistics, and growth analytics
- Customer testimonials and case studies - First-hand experiences from restaurant and service business operators
- Restaurant Canada Small Business Report 2023 - Challenges faced by independent restaurants and service businesses
- Canadian Small Business Technology Survey 2024 - Barriers to technology adoption and cost concerns
- Deloitte Canadian Startup Ecosystem Report - Self-funded company growth patterns and sustainability
- Interviews with 50+ Seatly customers - Impact stories and transformation narratives
- Founder journal entries and company documentation - Personal reflections on the company journey (2022-2025)
- Industry association feedback and awards - Recognition from Restaurant Canada and hospitality organizations
This letter is based on the actual experiences of Seatly founders Michael Chen and Sarah Tremblay, supported by company data, customer testimonials, and personal reflections documented throughout the company's journey from 2022-2025.
Want to share your story or idea? Email us at founders@seatly.app. We read and respond to everything.