Grilling Grilled Cheese
Last week, while chomping on sandwiches from The American Grilled Cheese Kitchen and craning our necks to watch tabco’s skywriting campaign, my colleagues and I had a discussion about the proliferation of seemingly mundane ideas (okay, we actually referred to them as stupid ideas) in the tech industry, receiving ludicrous amounts of financial backing and press.
Let’s admit it—we all think our ideas are superior to most that capture the headlines. But now and then we have to give props to those entrepreneurs who actually execute their ideas instead of mocking others. Here’s a Bay Area example:
THE MELT | Founder: Jonathan Kaplan a.k.a. The Flip Guy
- Offers gourmet grilled cheese sandwiches paired with seasonal soups ($8)
- Utilizes mobile technology that enables customers to remotely place an order and pick it up at any MELT location
- When ordered, customers receive a QR code on their smartphone that can be scanned at any MELT location, allowing them to pay through their phones, skip lines, and pick up their order within minutes
- Various locations opening August 2011 – December 2011; 500 nationwide by 2015
I love grilled cheese as much as the next guy, but still…it’s natural to judge. I’ll probably end up a MELT fan though—a bitter one ☺.


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