Getting to Know: Terra
In the bustling chaos of Manhattan, where time is scarce and expectations are high, Terra stands out as a bold experiment in reimagining the quick-service restaurant (QSR) experience. “We’re using systems and tech to help drive our goals, but the goal itself is simple: offer more variety, make it more accessible, and serve the best quality we can,” says Kenneth Vallespir, Terra’s Chief Operating Officer.
Kenneth isn’t the founder of Terra—that distinction belongs to Rani Sharir, a successful entrepreneur with a tech background who previously ran Titan, a high-end catering company in Israel. However, Kenneth’s role has been pivotal in shaping the business since it launched in June 2023. “Rani stood in the middle of Times Square and decided this was where he needed to open a business,” Kenneth explains. From its early conceptualization as a sandwich shop, Terra evolved into something more ambitious.
“We saw a gap between what people were getting from places like Chipotle or Sweetgreen and what they could get in terms of real, restaurant-quality food,” Kenneth says. Terra’s Mediterranean-inspired cuisine marries that vision with state-of-the-art technology. The restaurant’s name, derived from terra, the feminine word for Mediterranean, underscores its commitment to a healthier, more sustainable approach to dining.
Technology Meets Hospitality
What truly sets Terra apart is its seamless integration of technology into every aspect of its operations, from kitchen workflows to customer interactions. The innovation starts with the kitchen itself. Terra’s kitchen is equipped with advanced systems that optimize efficiency without sacrificing quality. “We’ve implemented a double-sided line with an impressive kitchen display system from our POS provider, Atmos,” Kenneth says. These systems allow team members to focus less on mundane tasks and more on the food and the guest experience.
Kenneth highlights the advantages of Terra’s smart kitchen: “Our ovens run variable programs, which means the cooks aren’t bogged down with timers. Instead, they’re focused on whether the cut of chicken looks right or if something needs just five seconds longer.” The results? Consistently fresh, flavorful dishes prepared at lightning speed, including Terra’s popular beef kebabs and chicken shawarma, all made with high-quality, locally sourced ingredients.
Even customer-facing tech has been thoughtfully designed. Kenneth admits the team was initially nervous about the full-kiosk ordering system, but the gamble has paid off. “It’s built in the style of a phone interface—familiar, easy to use. And because of that, it freed up our team to actually maintain the dining room, bathrooms, and focus on enhancing the guest experience,” said Kenneth.
A Team-First Culture
While tech plays a key role in Terra’s success, Kenneth emphasizes that the heart of the business is its people. “The whole purpose of these systems is to serve the team so they can serve the guests,” he says. That ethos extends to every corner of the operation.
Kenneth brings a unique blend of restaurant and systems expertise to the table, but he credits Terra’s progress to the collaborative nature of its core team. “Our head chef, Daniel Savage, has taken the food to a whole new level, while Aaron, on the purchasing side, ensures we’re staying true to our quality standards without breaking the budget,” Kenneth explains.
This synergy has allowed Terra to make data-driven decisions that cater to guest preferences. “We recently introduced a chickpea and bean chili after running cost and menu analyses, and it’s been a hit,” Kenneth shares. Similarly, guest feedback prompted changes to menu options and delivery systems. “When guests kept asking for more protein choices, we created a bowl option where they could add multiple proteins. It’s about listening to what they want and making it happen.”
As Terra approaches its second anniversary, Kenneth remains focused on refining the concept and expanding its reach. A new catering program is in the works, driven entirely by customer demand. “We’re working on packaging that fits what our guests need, based on their feedback,” Kenneth says.
For Kenneth, Terra represents more than just a restaurant; it’s a rethinking of what fast food can be. “We’re standing in this no-man’s-land between QSR and full-service restaurants. It’s not an easy place to be, but we’re committed to making it work,” he says.
By blending Mediterranean flavors, cutting-edge technology, and a people-first philosophy, Terra is redefining the dining experience for New Yorkers. Kenneth’s optimism is palpable: “We’re proud of what we’ve built, and we’re just getting started.”
This marriage of food and tech isn’t just Terra’s secret sauce—it’s a glimpse into the future of dining.
