What FIGURE 8 DIGITAL LIMITED does

Figure 8 is a management consulting and technology advisory firm that serves growth-stage and enterprise multi-unit restaurant brands on digital strategy, technology vendor decisions, and implementation execution. Founded in 2019 (with a UK corporate entity registered in Thame), the firm operates primarily from New York (48 Wall Street) under the operating name Figure 8, DBA Figure Eight Logistics, LLC. The firm's core offerings are organized around three engagement modes: Diagnose (digital ecosystem evaluations and prioritized roadmaps), Advise (fractional Chief Digital Officer services including DSP contract negotiations and RFP processes), and Optimize (implementation project management for POS migrations, loyalty launches, CRM/CDP rollouts, and tech stack transitions). Figure 8 also offers dedicated DSP Negotiations and RFP Process service modules.

The firm is tech-agnostic and does not develop proprietary software. Its competitive position rests on operator credibility (team of former restaurant operators and hospitality leaders), independence from vendor commissions, and a structured benchmarking dataset accumulated across six-plus years of multi-unit restaurant engagements. Customers include Playa Bowls, Big Chicken, Firebirds Wood Fired Grill, PepsiCo and the PepsiCo Digital Lab, alongside several undisclosed enterprise QSR brands ranging from 70 to 6,000+ locations. Measurable client outcomes cited include digital sales share growth from 16% to nearly 30%, Olo failure rate reductions exceeding 50%, and digital channel activation compressed from 30+ days to Day 1 for new store openings.

Figure 8 makes money through project-based professional services engagements priced custom to scope, typically structured as multi-year contracts rather than recurring subscriptions. The go-to-market is consultative and sales-led, relying on thought leadership (articles, podcasts, case studies, the Digital Confidential newsletter) and direct outreach to senior restaurant leadership. The firm has no external institutional investment and operates as an independent entity led by co-founders Scott Landers (Executive Chairman) and Alexa Sarmanian (Board Member), with Jodi Bernhard as CEO.

Name

FIGURE 8 DIGITAL LIMITED

Legal name

Figure Eight Logistics, LLC

Website

https://figure8.digital

Company type

Private

Founded year

2019

Operating status

Operating

Short description

Figure 8 is a management consulting firm that advises multi-unit restaurant brands on digital strategy, technology vendor selection, and implementation execution across POS, loyalty, delivery, and CRM systems.

Ownership category

akta.pro rank

Headquarters

HQ city

Thame

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Management Consulting Services: Figure 8 provides consulting services to multi-unit restaurant brands on digital business models, technology strategy, vendor relationships, and revenue growth. Engagements include digital diagnostics, fractional Chief Digital Officer services, and implementation project management. The firm operates on a project/engagement basis rather than recurring subscriptions.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Figure 8 provides management consulting and technology advisory services to multi-unit restaurant brands across their digital ecosystems. Engagements span digital diagnostics, fractional Chief Digital Officer leadership, technology vendor RFPs, delivery service provider (DSP) contract negotiations, and implementation project management for POS, loyalty, CRM/CDP, and guest experience platforms. The firm operates on a project/engagement basis rather than recurring subscriptions and is tech-agnostic, meaning it does not sell or resell software.

Product overview

Figure 8 is a management consulting firm, not a software product company. Their offering consists of consulting services organized around three core engagement modes: Diagnose, Advise, and Optimize. The Diagnose mode includes Digital Diagnostic assessments that evaluate restaurant digital ecosystems. The Advise mode provides Chief Digital Officer as a Service, acting as fractional CDO leadership. The Optimize mode handles Project Management & Execution for technology implementations. Additional specialized services include DSP Negotiations (helping brands negotiate third-party delivery contracts) and RFP Process services (guiding vendor selection through structured RFPs). The company works across the full restaurant digital ecosystem including POS, mobile ordering, order aggregation, loyalty, CRM, CDPs, third-party delivery, and guest experience technology.

Differentiator

Problem solved

Functional benefit

Products and services

• Digital Diagnostic Evaluates restaurant digital ecosystems including digital guest journey, ordering, delivery, loyalty, marketing stack, and vendor contracts to identify gaps, inefficiencies, and revenue opportunities with a prioritized roadmap. Intended for multi-unit restaurant brand leadership.
• Chief Digital Officer as a Service Provides executive-level digital leadership acting as a fractional Chief Digital Officer, guiding restaurant technology strategy, DSP contract negotiations, vendor evaluations, RFP processes, and digital investment alignment with business goals. Intended for restaurant brands without a full-time CDO.
• Project Management & Execution Handles implementation of technology projects including POS migrations, loyalty program launches, DSP contract execution, CRM and CDP rollouts, and tech stack transitions. Intended for restaurant brands undergoing digital transformation execution.
• Delivery Service Provider (DSP) Contract Negotiations Helps restaurant brands negotiate better DSP contracts by reviewing contracts against industry benchmarks, crafting negotiation strategies, and securing favorable business terms including commission rates, delivery fees, and marketing flexibility. Intended for multi-unit restaurant brands with significant third-party delivery exposure.
• Request for Proposal (RFP) Process Guides restaurant brands through disciplined RFP processes including internal team alignment, vendor identification and evaluation, and contract negotiation to select the right technology partners. Intended for restaurant brands evaluating or replacing POS, loyalty, CRM/CDP, or other digital platform vendors.

Quantifiable outcome

• Digital sales share increased from 16% to nearly 30% of total revenue
• +4 more outcomes

Named customers7 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Zuul StudioscoreStrategic or Co-development Partner · 1 June 2021Figure 8 collaborated with Zuul Studios to launch Zuul Studios, a restaurant recovery consulting initiative announced in June 2021. This partnership combined Figure 8's restaurant digital strategy expertise with Zuul Studios' operational capabilities to help restaurants navigate pandemic recovery and digital transformation challenges.

Scale indicators7 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Bounteous: Digital transformation agency serving enterprise clients including restaurant and hospitality brands with digital strategy, experience design, and technology implementation. Comparable to Figure 8's Diagnose/Advise/Optimize model but across multiple verticals and with broader technical implementation capability.
• Dept Agency: Global digital agency offering strategy, technology, and creative services across multiple verticals including hospitality and food service. Comparable to Figure 8 as a broader digital advisory/agency, though Figure 8 specializes more narrowly in restaurant digital ecosystems.
• Accenture Song: Global management consulting and digital transformation practice within Accenture, including restaurant and hospitality digital engagements. Comparable to Figure 8's enterprise digital transformation work, but at vastly greater scale and across all industries.

Others

• Toast (restaurant technology platform): Leading restaurant POS and technology platform offering POS, online ordering, loyalty, and payroll software to restaurants; also provides professional services to clients. Comparable to Figure 8 as part of the restaurant digital ecosystem Figure 8 advises on, but Figure 8 is explicitly tech-agnostic and may also serve Toast competitors.
• Restaurant Business (Restaurant Business Online / Penn Avenue): Restaurant industry media and events business that also produces research and advisory content. Comparable to Figure 8 as a restaurant industry information and insight provider, though its primary model is media rather than paid advisory.
• Olo: Restaurant digital ordering platform powering direct and third-party ordering for enterprise restaurant brands. Adjacent to Figure 8's restaurant digital advisory scope — Figure 8 has led Olo-related engagements (Firebirds Olo failure rate reductions) and operates in the same client ecosystem.

Direct peers

• FRANdata: Franchise-focused research, analytics, and advisory firm serving restaurant and retail franchise systems. Comparable to Figure 8's franchise-organization segment, providing independent advisory and data-driven insights to multi-unit franchise brands.
• Black Box Intelligence: Restaurant industry benchmarking and intelligence firm providing performance data and analytics to multi-unit restaurant operators. Comparable to Figure 8 as a restaurant-specific data-and-advisory business monetizing proprietary industry insights for multi-unit brands.
• Technomic: Long-standing restaurant industry research and advisory firm serving multi-unit operators with insights, benchmarking, and strategic consulting. Directly comparable to Figure 8 as a restaurant-focused consulting/advisory business serving similar enterprise clients with similar professional-services engagement models.
• Aaron Allen & Associates: Multi-unit restaurant consulting firm specializing in strategy, operations, and growth for restaurant brands. Directly comparable to Figure 8 as a restaurant-focused consultancy serving enterprise and growth-stage multi-unit brands with operator-led expertise and project-based engagements.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key highlights14 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about FIGURE 8 DIGITAL LIMITED