Between them they have spent their careers in kitchens, on the floor and in head office — which is why our advice sounds like operations, not a sales deck.
Eli Nadel
Implementation and Training Specialist
Eli founded Twice Baked 8 years ago after years on the operator side of the table — Head of Food at Blacksheep Coffee and Operations Manager at Chilango — so he has lived with menus, suppliers and site teams at scale before ever configuring a system for someone else.
He looks after everything that happens after go-live, which is where most technology projects quietly fall over. Monthly GP and variance reviews, stock accuracy checks, new-site rollouts and keeping configurations tidy as menus change.
He is also the person chasing a vendor on your behalf when something breaks on a Friday night — and the one who will tell you plainly when a system is not being used well enough to earn its subscription.
LinkedIn profile ↗ Zach Cooper
Technical Projects Specialist
Zach co-founded Twice Baked with Eli. Before that he was Director of Operations at Vita Mojo, leading all restaurant operations and people strategy while supporting the technology innovation the business was built on — and before that he spent more than six years as an Operations Manager at Chilango, planning and executing restaurant openings and running multiple sites across London.
That mix is exactly what he brings to a technical project. Supplier catalogues cleaned, units mapped, recipes built to the gram, integrations with your POS and accounts package tested before anyone goes anywhere near a go-live date.
Because he has opened sites himself, he plans every rollout around your trading week rather than ours — and trains each team separately, so chefs, managers and head office each learn the part of the system they actually touch.
LinkedIn profile ↗ David Lovett-Hume
System Specialist
David joined the Fully Baked team after 11 years working as a Director at both SimpleOrder and MarketMan. Now he helps Fully Baked customers identify which systems are the best fit for their businesses, and works closely with all our partners to make sure we deliver customers the very best service.
He spent more than seven years as UK & IE Director at MarketMan, owning go-to-market strategy, business development and the partner programme, and running planning, forecasting and budgeting against clear departmental KPIs across the UK and LATAM.
Before that he was MD UK & EMEA at SimpleOrder from 2015 until its exit to Upserve, building the same mix of go-to-market strategy, partner management and sales and marketing alignment from the ground up.
That decade on the vendor side is exactly why his advice is useful: he knows how these products are built, sold and supported, so he can tell you what a platform will genuinely do for your operation and what is simply a good demo.
LinkedIn profile ↗ 
