Close Ad

The Spoon

Daily news and analysis about the food tech revolution

MOTO Pizza

Lee Kindell on His Journey from Hostel Operator to Building a Fast-Growing Robot-Powered Pizza Chain

Lee Kindell, founder of MOTO Pizza, Seattle’s fastest-growing restaurant chain, never intended to be a restaurateur. In fact, starting a small local pizza joint was more of a retirement plan for when he eventually retired from running a hostel, where he’d cultivated a community atmosphere by taking guests on foraging trips, introducing them to local food, and hosting communal dinners.

According to Kindell, it was during one of these gatherings that someone suggested making pizza, and before long, he became fascinated with the craft of dough preparation. Over time, he learned the nuances of sourdough and grew to love the tactile joy of working with dough, and he would talk to his wife, Nancy, about an eventual far-away plan to retire and run a small pizza restaurant.

But like millions of Americans, the COVID-19 pandemic pushed him into a pivot faster than he anticipated when his hostels closed, and his far-away plan soon became the next thing up. He poured his savings into a 500-square-foot space in Seattle’s West Seattle neighborhood—which they affectionately call “The Up House.” With less than $60,000, Kindell bought used equipment and salvaged furniture from the side of the road, and soon, he soft-launched his little pizza shop. But, in a shock to both Kindell and his wife, a soft launch quickly turned into a viral sensation as bored home-bound customers in the midst of a pandemic lined up around the block after learning about MOTO on social media and from an article in Seattle Eater.

“We went viral on day one,” Kindell said.

From there, MOTO’s reputation grew as Kindell dedicated himself to bettering his craft. He became a hands-on pizzaiolo, mixing dough by hand until an arm injury pushed him to adopt a mixer—a pivotal moment that reshaped his views on scaling. Kindell realized that the mixer didn’t compromise the dough’s quality, and soon, he began exploring other tools, such as conveyor ovens and robotics, to do what he called “scaling craft.”

Moto’s expansion soon took an unexpected turn, landing a coveted spot at the Seattle Mariners Stadium after one day talking to a customer who worked for the team. Kindell pitched his idea to make stadium-friendly, hand-held pizzas, and it wasn’t long MOTO was serving up to 1,400 pizzas per game. Success at T-Mobile Park led to additional opportunities, including the Paribas Tennis Open in Palm Springs, where MOTO served 3,000 pizzas a day during the tournament. “It’s a logistical nightmare,” Kindell said, but he is confident in scaling MOTO nationwide without losing the craft and authenticity that made it special.

Nowadays, MOTO continues to grow (they just opened their first mall location at Bellevue Square) and Kindell has plans to expand nationally and even overseas. There’s no shortage of investor interest, and Kindell and his team plan on taking on more investment next year as they expand their footprint and explore new technology options like drone delivery.

You can watch our full conversation below or listen to it on Apple Podcasts, Spotify, or wherever you get your podcasts.

MOTO Pizza's Lee Kindell on taking chances and making pizzas [VIDEO]

MOTO Pizza’s Lee Kindell Talks Drone Delivery and Humanoid Robots

Last week at SKS, we had a chance to sit down for an interview with MOTO founder Lee Kindell.

Anyone who’s spent time with Lee knows he’s an enthusiastic proponent of technology, both in his restaurants and in our lives. That’s why it no surprise that he’s embracing drone delivery and hopes to see Zipline drones dropping his craft pizzas on front doors in the Seattle market by the end of this year.

While some of us may have been creeped out by the realness of Figure 01’s speech and ability to hand us fruit, Lee was nothing of the sort and said he expects the speed at which we will adopt robotics into our lives will surprise us.

You can watch our full conversation with Lee below.

MOTO Pizza's Lee Kindell Talks About Building a Fully Automated Pizza Restaurant

MOTO Pizza Teams Up With Cibotica for Salad Bowls, Eyes Expansion into Frozen Pizza for Retail

This week, fast-growing restaurant chain MOTO Pizza announced it will soon add salads to the menu at select locations with the help of Cibotica, a startup specializing in salad and bowl food robots. According to MOTO founder Lee Kindell, the Seattle-based pizza chain will deploy its first Cibotica unit at the chain’s flagship location in the Belltown area of downtown Seattle sometime this summer.

“I went up to their shop in Vancouver and love what they’re doing,” Kindell told the Spoon. “And we’re actually developing my recipes right now for my salad. We’re looking at maybe getting it in here in the next two months.”

The partnership will span up to three years under a robotics-as-a-service operating model and is focused on producing salads for MOTO in various locations. Those future locations could include spots across Southern California. MOTO expanded to the Palm Springs area earlier this year and, according to Kindell, just locked up its first location on the Los Angeles market in the Hollywood Bowl. Kindell told The Spoon that one of the lessons learned over the past year was that a stadium or amphitheater presence (MOTO got into T-Mobile Park last year) can help serve as an expansion point into a metro area.

“What happened with the T Mobile Park is people found us there, and it gave us so much business.”

In addition to adding robot-made salads in some locations and inking more stadium deals, Kindell is exploring ways to freeze his craft pizzas and sell them through the grocery channel. The genesis for exploring the frozen food aisle as an expansion area for his business traces back to an interaction Kindell had with one of his more prolific customers at a MOTO restaurant in Seattle.

“She would order nine or ten pizzas, and I asked, ‘How big is your family?’ She said, ‘It’s just me, my husband, and my son. So I order your pizza and I freeze it.’ I said, ‘You’re kidding me. How is it?’ She said, ‘My son likes it better.'”

Whether it’s through using robots to make his pizza (and now salads), drone delivery, or exploring frozen for expansion into retail, Kindell says there’s one motivating factor behind all of it.

“Like a dog on a bone, I’ve grabbed this idea of scaling craft.”

Kindell will be speaking next week at the Smart Kitchen Summit. Grab your tickets here if you want to meet Kindell in person.

Tech-Powered MOTO Pizza Raises $1.85M as It Eyes Drone Delivery & Expansion to California

Before the pandemic, Lee Kindell ran a travel hostel in Seattle, where he was known for the tasty pizza he served his guests. A couple years and a pandemic later, he’s running Seattle’s hottest restaurant and has just closed his first round of funding.

In an interview with The Spoon, Kindell has revealed that MOTO Pizza has raised $1.85 million in funding from what he describes as strategic, private “non-venture capital” funding. He says the new funding will help the company execute on its plans for the next twelve months, plans which include the chain’s first move outside of Washington State.

According to Kindell, MOTO will open its first location in California in Indian Wells, a city in Coachella Valley nestled between Palm Desert and La Quinta. California’s first MOTO will reside within the Indian Wells Tennis Garden tennis facility, where it will serve up pizza at big events such as the Indian Wells Tennis Open in March 2024. The company also has plans to expand to new locations within Washington State, including up north to Bellingham and over on the east side in Bellevue.

Beyond store expansion, MOTO is expanding its technology portfolio, including trialing a salad-bowl robot from Vancouver’s Cibotica. For Cibotica, which publicly debuted its bowl food robot last week, MOTO is their first announced trial partner in the US.

Kindell told The Spoon that MOTO will also start delivery via drone in 2024, signing a deal with Zipline to deliver pizza by the end of next year. Last month, Zipline achieved a significant milestone when it launched its first “beyond visual line of sight” (BLVS) delivery. MOTO is the second pizza partner for Zipline in Washington state after the company announced it was working with Pagliacci in May.

Kindell said that while he’s heard from several VCs interested in investing in MOTO, a modest investment felt right for the coming year.

“We felt like it was too early for us to raise through VC,” said Kindell. “We wanted to take advantage of the demand and attention for MOTO and use it to grow, while implementing the new technology into our growth. I think we will have the model we’ve been working hard towards next year, and then we can put together a big raise. We’ve already captured some attention with some VC, and that’s pretty exciting.”

“My end game is a successful autonomous pizza operation, and I can’t wait for it!”

Hostel Pizzas to Stadium Slices: The Remarkable Growth of MOTO’s Robot-Powered Artisanal Pizza

For most of the past couple of decades, Lee Kindell ran a backpackers hostel and boutique hotel in Seattle where he made pizza for travelers as a way to make them feel welcome and share stories over a good meal.

The pizza was so good that guests often told Kindell he should open his own restaurant. He thought it sounded like a good long-term plan but something he might do after he retired from the hotel business.

But then COVID hit.

“We lost our business, and I said, ‘You know, that retirement plan of making pizzas, we’re going to do it now.'”

Fast forward to today, and Kindell is running one of Seattle’s (and America’s) hottest restaurant concepts. In just two years, MOTO Pizza has expanded from one temporary location to three permanent ones with more on the way and a spot inside T-Mobile stadium where Kindell’s team serves up pizzas to hungry Mariner fans during every home game.

A Visit With Moto Pizza, One of America's Hottest New Restaurants.

If you want to get your hands on one of MOTO’s craft pizzas, you must arrive early (in other words, just after opening or, in the case of T-Mobile, the first couple of innings) and have a little luck. If you’re okay with waiting, you can add your name to the month-long waiting list MOTO announces on its website and socials every few weeks.

When asked if the waiting list is some marketing gimmick, Kindell says it was out of necessity.

“When we first opened, we had a four-hour wait,” Kindell told me. “Now we’ll do 250 pizzas a night at one location, and it’s all timed.”

MOTO’s POS system enables the scheduling of pizzas, but it’s far from the only use of technology Kindell has embraced as he’s looked for ways to scale his business.

“When I hurt my arm, I had to stop making dough by hand and use a mixer,” Kindell said. “When I started using a mixer, I realized the delta between making dough by hand and machine wasn’t that far apart.”

Kindell started looking for other ways to leverage technology. It wasn’t long before he heard of another Seattle company, Picnic, which makes pizza robots. Now, he uses the Picnic robot to add cheese, sauce, and toppings to hundreds of pizzas daily and is looking for more technology.

“Now, I’ve been reaching out to everybody, drone delivery, sidewalk delivery robots. Everything I can think of.”

According to Kindell, his use of technology has enabled his pizza to get into the hands of more customers. He’s also re-shaped his processes and pizza formats, when necessary, to reach more customers. For T-Mobile Park, where MOTO serves up a thousand pizzas or more per night, Kindell and his team created a new single-serve pizza size that fits in hand like a mobile phone.

“Think about how comfortable that phone is in your hand,” Kindell said, holding his phone. “I wanted a slice to be that comfortable in your hand.”

While much of Kindell’s early success is due to hard work and his embrace of new technology, he’d also be the first to tell you some of it – especially MOTO’s presence at a major league ballpark – has to do with luck.

When Kindell saw a couple of guys eating his pizza in the front yard in West Seattle, he asked how they liked it. After they told him it could survive in New York, he asked what they were doing out here, and they said they worked for the Seattle Mariners.

“I asked one of them, ‘How do I get into the stadium? Who do I talk to?’. He said, ‘me.'”

The long lines and fast growth have drawn lots of attention to MOTO, including from investors. But, while investors “are knocking down the door,” Kindell said he is not in any hurry as he figures out a way to use technology to optimize his processes even further to take his concept nationwide.

“I just want to be one step ahead with everything that I’m doing because when the time comes, I’m going to have my systems in place and ready to go so I can do it in stadiums all over. I can do it in the grocery store. And in urban and suburban spaces.”

Hopefully, by then, there won’t be a wait.

Food Tech News: Samsung Heads Into the Kitchen, Robot Meets Artisan Pizza

The Spoon is back for another week of food tech news, and this week Michael Wolf and Allen Weiner talk about what’s going on in the smart kitchen, alt protein, CRISPR and more.

Here are the stories we talk about:

  • Samsung and LG play nice in the kitchen, and Samsung launches food app. 
  • MOTO Pizza, where you wait a month for your pizza order, is crazy about Picnic’s pizza robot
  • Pairwise reups partnership with Bayer for CRISPR-based innovation
  • GFI says plant-based meat sales were up in 2022
  • DoorDash is bringing AI to their apps and call centers

As always, you can just hit play below to listen to the podcast, head to Apple Podcasts, Spotify, or listen on your favorite podcast app.

As mentioned in the show, the Spoon is once again leading the charge for food tech at CES, the world’s biggest tech show. If you are interested in showcasing your future food or food tech innovation, head over to The Spoon’s CES page for more info.

Also, on October 25th, we’ll be bringing leaders at the intersection of food and AI together for a day of conversation. Please use the discount code PODCAST for 15% off tickets to the Food AI Summit.