Sofia Reyes
Vendor Reviews Lead
Sofia leads Vibe Check, our twice-monthly hospitality-vendor review column. Before TableTransfers she ran restaurant tech for a 40-unit casual group and broke the news that her POS vendor was about to be acquired — three weeks before the press release.
Every Vibe Check is a panel review: Sofia picks the panel of four to six operators, runs the vendor through real production workflows, and writes the verdict. The decision lists at the end ("Reach for X if…" / "Hold off if…") are pure Sofia.
She holds a master's in operations research and is constitutionally incapable of accepting a vendor demo at face value.
More articles from Sofia Reyes
vibe check
·18 min read
Desk Review: OpenTable's 'System of Record' — what restaurants are actually agreeing to on April 16
vibe check
·18 min read
Desk Review: Toast Drive-Thru — the bundle, the moat, and the 15-unit floor
vibe check
·17 min read
Desk Review: Marriott's Tech Cutover on Hotel #1,000 and the Natural-Language Search Coming in Q2
vibe check
·16 min read
The Reservation Wars in 30 Seconds: What Operators Are Actually Switching to in Late 2025
vibe check
·17 min read
Toast IQ vs. Square's Stack vs. Lightspeed: A Mid-December Stack-Buyer's Decision Tree
vibe check
·15 min read
Toast IQ vs Square AI Voice Ordering vs Lightspeed Capital: A POS-AI Head-to-Head
vibe check
·17 min read
The Voice-AI Scorecard: What SoundHound's 14,000-Location Footprint Tells Us
vibe check
·15 min read
The Week Voice AI Stopped Being a Demo
vibe check
·15 min read
Nobody Actually Uses OpenTable Concierge — and That's Fine
vibe check
·18 min read
Desk Review: Toast IQ Goes Multi-Unit
vibe check
·16 min read
Vibe Check: Should You Sign a Voice-AI Contract This Quarter?
vibe check
·15 min read
Vibe Check: PE Just Owns Your Stack. What Changes Monday.
vibe check
·18 min read
The EU AI Act Just Turned On — Here's What Changes for Restaurants and Hotels Using GPAI
vibe check
·15 min read
The Voice-AI Restaurant Stack Just Got Crowded — A Buyer's Playbook
vibe check
·18 min read
The Voice-AI Bubble Starts Deflating
vibe check
·18 min read
Why Marriott Just Made the Front Desk Redundant (Sort Of)
vibe check
·14 min read
HITEC's Quiet Revolution: AI Stops Demanding Your Attention
vibe check
·15 min read
Marriott vs. Hilton at Skift: Two AI Doctrines, One Industry
vibe check
·18 min read
Vibe Check: Marriott's New Tech Ecosystem, on the Day the 1,000th Hotel Came Online
vibe check
·18 min read
Desk Review: SevenRooms After Six Months Inside DoorDash
vibe check
·16 min read
Hi Auto's $15M and the Quiet Consolidation of Voice AI's 'Second Tier'
vibe check
·18 min read
Vibe Check: Red Roof Bets on HotelIQ Decision Cloud — and the Mid-Scale Hotel Long Tail Finally Gets a Revenue AI
vibe check
·18 min read
Vibe Check: Toast in January 2025 — Is the Stack Worth the Premium?
vibe check
·19 min read
Desk Review: SevenRooms vs Tablecheck Heading Into 2025
vibe check
·18 min read
The 2025 Voice-AI Buyer's Guide for Restaurant Operators
vibe check
·17 min read
NRA Show 2025 Field Report: ToastIQ, Vision AI, and the Year Voice Stopped Being a Demo
vibe check
·17 min read
What the EU AI Act Prohibitions Mean for Hotels and Restaurants
vibe check
·16 min read
Buying Voice AI in 2025: A Field Guide for Operators
vibe check
·18 min read
Desk Review: Toast IQ at One Hundred Days — What the Four-Month Mark Actually Looks Like From the Outside
vibe check
·17 min read
Desk Review: SevenRooms vs Tablecheck post-DoorDash — who actually owns the guest data now?
vibe check
·14 min read
Desk Review: Toast's AI Suite, Read From the Outside
vibe check
·15 min read
Desk Review: SevenRooms vs Tablecheck, Two Reservations Platforms Built on Opposite Bets
vibe check
·16 min read
Desk Review: Toast AI Suite — the agentic platform we were promised, with caveats
vibe check
·16 min read