How it all began

When the idea for our software first came about, I was working for Wente Vineyards in Livermore, California, managing retail operations, which included restaurant sales and marketing, catering services, as well as visitor center and golf course events, and the vineyard’s concert series. My desk was overflowing with file folders and sticky notes, pads of paper and pink phone message slips. It was overwhelming, to say the least.

When I couldn’t take it anymore, I began researching different software products to help us automate our processes. At the time, most of the products available were expensive and geared toward the hotel market, so it was hard finding the right fit. When I finally selected a product that I thought was one of the better solutions available at the time, I found it difficult to use and time consuming. After endless hours of struggling to make the software work for us, I ended up picking up the phone and calling my sister in Wisconsin who was running her own consulting business specializing in the design and development of effective user interfaces for high-tech products. I explained my frustration and ended with “There’s got to be a better way.”

So, Lynn flew out to California and together we analyzed the different facets of my job and the roles of the various departments responsible for managing on-site dining and events. I explained how I would prefer for things to work, what would make the most sense for the staff, and what elements of our day-to-day operations needed to be made more efficient. We put our heads together, and with my hospitality experience and her technology experience, we began developing the earliest versions of ReServe Interactive software.

In 1996, we formally launched Efficient Frontiers, Inc. and began selling ReServe Interactive Catering, Event Management, Dining Reservations and Table Management software. Our first customer was Wente Vineyards.

I can’t believe it’s been more than 13 years since that fated phone call, and so much has happened since. Our product offering has grown to include a web-based solution; we interface with more than 10 industry-leading applications; and we service more than 1,000 customers. And it all started with a single phone call. We couldn’t be happier with the way our idea has grown. Most of all, it feels really good to know that every day, we are making someone’s life just a little bit easier.

Beth Goodell