How did Counter Service achieve 12x revenue growth?

We fostered strong relationships with platform account managers, capitalized on the Grubhub x Seamless integration which became their best-selling marketplace, implemented dayparting promotions, and leveraged platform opportunities like the Amazon Prime promotion.

Who founded Counter Service restaurant?

Counter Service was launched in 2025 by Steve Ells, the founder of Chipotle. The concept redefines fast-casual with bold, hearty breakfast and signature sandwiches like The Smokeshow and The Gigante.

How did Counter Service become a top Uber Eats store in NYC?

Through strategic delivery platform management including weekly account manager relationships, dayparting promotions, and optimizing their presence across all major platforms. The Grubhub x Seamless integration outpaced markets previously led by Uber Eats and DoorDash.

Counter Service: 12x revenue growth — then +23% more without a dollar of new spend

Counter Service, launched by Chipotle founder Steve Ells, scaled from 1 ghost kitchen to 4 brick-and-mortars. Results: 12x revenue growth, 44% MoM growth, +23% sales on flat spend, net payout 76% → 87%.

Background

Counter Service, launched in 2025 by Chipotle founder Steve Ells, redefines fast-casual with bold, hearty breakfast and signature sandwiches. Spice stepped in January 2025 to manage delivery platforms and paid media, helping them scale from 1 ghost kitchen to 4 brick and mortars by end of 2025.

Results

12x revenue growth within 7 months. 44% month-over-month growth through the scale-up. Top-performing Uber Eats restaurant in New York City.

2026 update

+23% sales from a spend reallocation experiment with total spend held flat. Net payout rose from 76% to 87% in roughly eight weeks via targeted promo experiments. 369 new customers acquired on ~$3,500 in spend against ~$42K in sales.

Spice

You make the sauce.
We drive the sales.

We grow delivery revenue for multi-location restaurants on Uber Eats, DoorDash, and Grubhub. Our software watches every storefront daily. Our team makes the calls.

600+ locations. 25+ restaurant brands. $225M+ in annual orders. 26% avg YoY growth.