Sinatra: Revolutionary Tech for Hospitality

by RaeAnne Marsh

Sinatra is a platform of software and hardware tools for hospitality. The initial launch of the platform is Sinatra Training, which, being fully digitized and optimized for mobile, allows for a highly engaging experience that is optimized for this generation of staff and offers continuous and relevant digital training. 

Founders Adam Laor and Brian Pierce met and initially began working together on a ghost kitchen project in Gilbert with the goal of allowing families to pre-order dinner nightly and easily pick it up. During testing, traffic jams were predicted to be an issue, which led to the shutdown of the project. It also sparked the idea of how to hasten pickup and ultimately develop a future platform of tools for all of hospitality. They founded Sinatra in February 2021 and rolled out Sinatra Training this past October.

Laor is a prodigy, now barely 20, whose entrepreneurial successes include founding the herbal supplement brand ReviverBlasts at age 16 and helping build Town Pharmacy — one of New York City’s best independent pharmacies — before he was even out of high school.

Pierce is a 20-year veteran of the hospitality industry. With longtime careers at The Phoenician and the Four Seasons Resorts & Hotels, he is a leader in employee relations and a multi-time founder in the food and beverage space.

“Since hospitality is so large and fragmented, putting in place mechanisms to gain product distribution that can scale is key,” explains CEO Laor. To date, Sinatra has partnered with Bar & Restaurant Insurance, the largest bar and restaurant underwriter in Arizona; Arizona Liquor Industry Consultants, a spin-out from the Arizona Liquor Board, and Southern Glazers Wine & Spirits AZ. 

“Many of our customers told us a big reason they don’t use technology that’s out there for restaurateurs is because it’s built for tech people, not industry operators. We took that as a signal to over index on both building out powerful, functional software with a sleek and simple design, as well as keeping in mind every single use case for a staff member,” Laor says. “It’s really bringing the best of both worlds —tech and hospitality — together.” 

The company has been developing several additional services for its platform, which it plans to launch in the coming months.

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