Following Pandemic Hit, ChefHero Rebrands, Refocuses to Early Success

Toronto-based restaurant supply chain software startup ChefHero has officially rebranded to Notch after executing what it says was a successful pivot during COVID-19.

According to CEO Jordan Huck, in March 2020, Notch’s business faced “an extinction-level event.” In an interview, Huck told BetaKit, “It could have been it for us as a food tech company.”

Instead, Notch weathered the storm caused by COVID-19 and rebuilt its business by focusing on foodservice distributors, rolling out a new software product, and adding a subscription model. In the process, Huck said the startup expanded from a wholesale marketplace for restaurants to an “all-in-one” software solution for restaurants and foodservice distributors.