Alex explains in the article that he has worked every imaginable job at his family’s deli, giving him an especially acute sense of the business. But when online ordering platforms started to show up by the dozen, the restaurant initially struggled to adapt since each one required its own tablet or printer to fulfill orders. The hassle was worth it, since these platforms quickly started accounting for 30% of restaurant revenue, but Canter knew there had to be a solution to the confusion. When he reached out to his peers in the restaurant world, he quickly learned that everyone was having the same issues and need a solution. Soon thereafter, Ordermark was born.