Case Study:

McCormick & Kuleto’s Boosts Event Bookings by Over $100,000 with Tripleseat’s Streamlined Platform

Achieved over $100,000 in increased yearly event bookings by improving response speed and proposal quality.
Saved the Senior Sales Manager 10–15 hours per week, allowing for a greater focus on prospecting and client relationships.
Accelerated the sales cycle by reducing the time to create and send polished proposals and contracts from hours to just minutes.
Increased client satisfaction and repeat business by providing a more professional, organized, and visual (via Floorplans) booking experience.

The Challenge:

Delivering “World-Class” Service Without World-Class Tools

The iconic McCormick & Kuleto’s Seafood Restaurant in San Francisco has a bustling private dining program in historic Ghirardelli Square. Susan Richardson, Senior Sales Manager shares that before Tripleseat, her team relied on a client database that led to disorganization, lost leads, and slow turnarounds on documents. Tripleseat provided the all-in-one, restaurant-focused solution they needed to streamline communication, automate documents, and gain crucial visibility into their event pipeline.

“Tripleseat has transformed how we manage private events. It’s given us structure, speed, and professionalism that clients notice.”— Susan Richardson, Senior Sales Manager, McCormick & Kuleto’s San Francisco

Inefficient and Disorganized Lead Management

Their previous system led to disorganization, where leads could easily get “lost in email threads” and the process for creating proposals, contracts, and BEOs was too slow.

Poor Internal Communication and Collaboration

There was a clear disconnect between the sales team and the operations/culinary teams, requiring “multiple follow-ups” to stay aligned, and “version control was a constant issue” for event documents.

Lack of Performance Insight

The team struggled with inadequate reporting tools, making it difficult to “track performance or forecast accurately,” which hindered management’s visibility into the event pipeline.

Tripleseat has transformed our private dining business. It has streamlined our operations and made booking events easier for both our staff and our guests.

Susan Richardson

Senior Sales Manager, McCormick & Kuleto’s Seafood Restaurant

Why McCormick & Kuleto’s Chose Tripleseat & Floorplans by Tripleseat

The events team at McCormick & Kuleto’s knew their backend operations didn’t reflect their world-class service. Their outdated system created internal friction and failed to provide the seamless experience their high-end clientele deserved. Seeking a “single source of truth” to streamline communication and ensure consistency, they began looking for a modern, cloud-based platform built specifically for restaurants.

“Tripleseat checked every box,” says Senior Sales Manager Susan Richardson. “It was clearly designed for restaurants and private dining, not just generic event software. The Documents and Lead Management features stood out immediately.”

To elevate their sales process, the team also adopted Floorplans by Tripleseat, giving them the power to create and share beautiful, accurate event layouts in 2D and 3D. This visual tool became a key asset for closing deals. “Clients love seeing exactly how their room will look,” Susan notes. “It helps our staff set up accurately… and it often helps seal the deal.”

The team chose Tripleseat and Floorplans by Tripleseat because it empowered them to:

Unify all event communication into one centralized hub for sales, culinary, and ops teams.
Accelerate their sales cycle with automated proposals and streamlined lead management.
Boost client-facing professionalism with polished, branded documents.
Sell their space more effectively by helping clients instantly visualize their event.

The Solution:

Innovative Event Management Tools to Enhance Efficiency and Impress Every Guest

The search was for a platform that prioritized ease of use, document automation, real-time updates, and client-facing professionalism. “Tripleseat checked every box. It was clearly designed for restaurants and private dining, not just generic event software,” Susan notes. The power of SmartDocs and robust lead management stood out immediately.

The team also adopted Floorplans by Tripleseat. “Adding Floorplans was an easy decision because it helped us visualize setups and communicate layouts to clients more effectively.”

The transition was seamless. “The onboarding process was smooth,” Susan recalls. “Tripleseat’s team provided great training, and the platform was intuitive enough that our team picked it up quickly.”

Purpose-Built for Restaurant Events

Tripleseat “checked every box” because it was “clearly designed for restaurants and private dining,” not generic software. This specialized focus was evident in its standout features like document automation and robust lead management.

Enhanced Client-Facing Professionalism

The platform directly addressed the need for better client communication. The addition of Floorplans by Tripleseat was crucial, as it allowed the team to “visualize setups and communicate layouts to clients more effectively,” boosting professionalism.

Rapid Adoption and Ease of Use

Tripleseat met the “ease of use” requirement with a “seamless” and “smooth” onboarding process. The platform was so “intuitive” and the training so effective that the team was able to “pick it up quickly.

The Results:

Efficiency Created Growth

The impact of implementing Tripleseat was immediate and substantial, leading to a significant increase in event bookings.

Immediate Financial Impact

Yearly event bookings increased by over $100,000 as of October 2025.
This growth is directly attributed to the efficiency gains from using Tripleseat.

Key Drivers of Success

Faster Lead Response: The team can now respond to leads much more quickly.
Instant Proposals: Professional proposals are sent out instantly.
Higher Volume Management: The platform makes it possible to manage a larger volume of events efficiently.

Time Savings & Reinvestment

Tripleseat saves 10–15 hours per week for the event manager.
This recovered time is now dedicated to proactive tasks like building client relationships and prospecting for new business.

Lessons for Other Restaurants

McCormick & Kuleto’s success shows how restaurant operators can benefit from a platform built specifically for events. Here are several Tripleseat features have become central to the team’s improved workflow:

Automated Documents

Allows the team to create polished, branded proposals and contracts in minutes.
This professionalism helps instill confidence in clients from the start.

Floorplans by Tripleseat

Clients can see exactly how their event space will be set up.
This visual confirmation “often helps seal the deal” and ensures accuracy for the setup staff.

Centralized Communication

Internal communication is kept organized using Tasks & Notes.
All communication between sales, the kitchen, and operations is now centralized in one place.

Let’s Grow Your Events Business

The best event teams in hospitality run their business on Tripleseat. See what it can do for yours.