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CNET News Video: Flip founder launches grilled cheese business
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CNET News Video: Flip founder launches grilled cheese business

2:05 /

Jonathan Kaplan, who brought us the super-simple Flip video camera, is branching out into the restaurant business, with a grilled cheese chain called The Melt.

-Hi, Rafe Needleman here from CNET news. A little more than 2 years ago, Jonathan Kaplan the founder of Pure Digital made the flip video cameras sold his company to Cisco for 590 million dollars. You think he might rest on his laurels, but not so much. He went in to the grilled cheese business opening a chain of restaurants called The Melt. We're here at the Melt number one to talk to Kaplan about his new business. -[unk] -The flip video camcorder was designed to be a simple and easy to use device that's affordable and high quality and really designed to capture memories. What the Melt about is also memories that nostalgic real cheese sandwich, also a great product that people love, also at a very affordable price. We use technology for two things. The first is in the cooking. So, we've created a piece of equipment. Actually, Electrolux created the equipment and we modify it together with them. That has two induction burners and a microwave. So, it toasts both the top of the bread and the bottom of the bread at the same time. Yes, they have software in the machine that determines how much the top should be toasting and how much the bottom should be toasting. And then, we have a microwave that turns itself on just to melt the cheese right before we serve it, and the second is in the ordering system. What we've tried to do is make it really easy for the consumer to be able to order and not have to wait in a long line. One way to solve that is you can order on you smartphone. You scan the QR Code and we immediately start cooking your order. So, this way you don't have to tell us when you want it and you don't have to tell us where you want it. You can order it at anytime and anywhere. You never have to say I wanna pick it up at noon or I wanna pick it up on main street. Just walk in to any melt restaurant, scan the barcode. It will start cooking your meal, we'll deliver to you in 2 minutes. We have taken some time to get the process right and the food right. We'll be introducing both our website and our mobile technology in about a week so that customers can come in and skip the line. Right now, we're trying to keep our technology only a function of the cooking side rather than a function of the order processing and customer service app. That will change in about a week.