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How Damon Baker's software helps restaurants treat all customers like regulars

HyprLoco combines location intel and online order data to disrupt the fast-casual restaurant industry





When Damon Baker served with the U.S. Marine Corps, he worked as an infrared data technician. After discharge, the self-taught computer programmer worked in software development for 20 years. In 2013, Baker founded HyprLoco with Nic Gray, who served with the United States Army, completed a tour of Iraq and worked in the hospitality industry.


Norm, a platform that helps fast casual restaurants treat every customer like a regular – like the character Norm on the 1980s TV show “Cheers” – combines location intelligence, CRM and online order data. “When a customer orders a meal at the restaurant through a Norm-enabled mobile app, we create a link between the customer and the restaurant,” Baker says.

“That link only exists for the duration of the order, but during that time, we are providing them location information so they can prepare your meal when you get close, and bring it out to you just as you pull into the parking lot.”


Bill Gates is Baker’s inspiration.

“Microsoft changed the world for the better. Our goal at HyprLoco is nothing less,” – Damon Baker


Baker oversees five employees and a few contractors. The work environment is open, and people work flexible hours. “I trust everyone is working to do their best,” he says. “We foster an environment where we do great things and hire great people and expect that will produce great results.”


Reactive Intelligence, or “Little Data,” instead of Big Data, or probability data. The idea is not to bombard the consumer with things like a dollar-off coupon, but instead create a stream of consciousness that enables service workers to serve better. “That's not predictive, that's reactive: 'do-something' intelligence,” Baker says.

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Nora Caley

Nora Caley is a freelance writer specializing in business and food topics.

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