The Restaurant Tech Company Behind Untappd

Trace Smith, CEO of Next Glass, shares how an unexpected leap from private equity into the beverage alcohol industry led to building a platform that connects producers, operators, and consumers at scale. From acquiring Untappd to powering menu management for thousands of restaurants, he explains why great products and real customer value drive lasting growth. This episode explores building in a fragmented industry, using data to drive foot traffic, and how technology and AI can enhance hospitality without replacing it. Product Quality Drives Everything – Trace Smith believes growth starts with building something that actually works for operators. In hospitality, word travels fast. You can sell a product once, but if it does not save time or drive revenue, customers leave. Untappd for Business scaled because it delivered real value, turning menu management into a tool that increases efficiency and foot traffic. Owning the Data Creates Advantage – Next Glass connects producers, operators, and consumers through a shared data ecosystem. By building systems of record and controlling proprietary data, the company creates value that cannot be easily replicated. In a world where many tools sit on top of someone else’s data, ownership becomes a long-term competitive edge. Connected Systems Create Better Operations – Untappd for Business is designed to fit into the tools operators already use, not add more complexity. Integrations like Toast allow restaurants to manage menu data once and distribute it everywhere, from in-store displays to consumer discovery platforms. When systems work together, teams move faster, reduce errors, and stay focused on the guest experience. Episode Links Trace Smith LinkedIn: https://www.linkedin.com/in/tracesmith/ Untappd for Business: https://utfb.untappd.com/ Next Glass: https://www.nextglass.co/ Ollie: https://www.nextglass.co/ollie/ Where to find Cali BBQ MediaVisit our WebsiteFollow Restaurant Technology SubstackFollow us on InstagramFollow us on LinkedInLearn About our Media Services