Warwick McLaren Joins 3Owl: Insights Restaurant Brands Can’t Afford to Miss

At 3Owl, we often say that brand and technology are no longer two separate tracks. They’re interdependent wings of the same plane. One without the other won’t get you off the ground. That perspective guided this recent conversation with our...

At 3Owl, we often say that brand and technology are no longer two separate tracks. They’re interdependent wings of the same plane. One without the other won’t get you off the ground. That perspective guided this recent conversation with our newest team member, Warwick McLaren, whose career spans both the brand and MarTech sides of the restaurant industry.

For restaurant brand leaders, our discussion was more than a welcome introduction to Warwick. It was a frank look at the hurdles restaurants face in technology adoption, franchise dynamics, and loyalty engagement, and how leaders can chart a smarter course forward.

Here are the takeaways that matter most for those steering restaurant brands today.

1. Pressure-Driven Tech Decisions Lead to Long-Term Pain

Private equity timelines. Board impatience. Franchisee expectations. Restaurant leaders are under relentless pressure to produce results now. Warwick’s warning is clear: that urgency often leads to short-term tech choices that become long-term liabilities.

The pandemic accelerated this habit. Brands scrambled to “bolt on” online ordering, loyalty, and third-party integrations with little time for long-term planning. The result? Tech stacks weighed down by complexity, costly redundancies, and systems that don’t play well together.

Takeaway for leaders: Before you approve the next MarTech investment, ask: Is this a band-aid or a foundation? Tech must be chosen with the end in mind, not just today’s sales target.

2. Franchisee Influence Can Stall—or Propel—Progress

Any leader who has managed franchise relationships knows the tug-of-war between corporate vision and franchisee expectations. Warwick pointed out how lack of technical understanding among franchisees can slow down necessary innovation—or worse, push brands toward vanity solutions like custom apps or billboard campaigns that don’t actually drive ROI.

Takeaway for leaders: Invest in franchisee education. Help them understand why a simpler, scalable solution may be better than a flashier alternative. Strategic clarity paired with clear communication keeps everyone rowing in the same direction.

3. Teams Are Too Lean to Maximize Complex Systems

Even the best loyalty program or CDP won’t move the needle if the marketing team doesn’t have time, training, or headcount to operate it properly. Warwick emphasized that time-poor, under-resourced teams often reduce sophisticated platforms to “batch-and-blast” tools—leaving most of the promised ROI untapped.

Takeaway for leaders: Before committing to a technology, ask your team directly: Do you have the bandwidth to use this fully? If the answer is no, explore outsourcing, phased rollouts, or simpler systems that align with the team’s capacity.

4. Loyalty Isn’t Built in a Dashboard

The industry has overcomplicated loyalty. Points-based systems with unclear redemption value often frustrate more than they inspire. As Joseph noted, guests don’t need “conversion rates of points.” They need clear, tangible rewards that reinforce habits. The humble punch card still resonates because it’s simple and predictable.

Takeaway for leaders: Loyalty isn’t software. True loyalty stems from food, service, and hospitality. Technology should enable those experiences, not replace them. Keep programs simple, transparent, and genuinely rewarding.

5. Hospitality Is Still the Core Differentiator

Perhaps the most refreshing moment of the conversation was Warwick’s reminder that technology should never overshadow hospitality. In an era where “personalization” is touted as the holy grail, many brands forget that authentic service is the original personalization.

Takeaway for leaders: Think of your digital stack as an amplifier of hospitality. Every integration, workflow, and feature should ultimately make the guest feel more seen, valued, and cared for.

Final Descent: Where Leaders Should Focus Next

Restaurant brands are in a moment of recalibration. After years of rapid adoption, we’re now in the era of reducing technical debt, consolidating tools, and aligning brand experience with sustainable technology.

For restaurant leaders, the strategic mandate is clear:

• Resist urgency-driven decisions.
• Build stacks your teams can actually use.
• Educate franchisees to align vision with execution.
• Simplify loyalty to build trust, not confusion.
• Anchor every digital decision in hospitality.

Warwick’s addition to the 3Owl team strengthens our ability to guide brands through these very challenges. Together, we’re helping restaurants not just fly, but soar—powered by brand clarity and frictionless digital experiences that actually work in the real world.

Ready to reduce your brand’s technical debt and unlock smarter growth? Let’s take flight.