Better Product LAUNCH: ClusterTruck

Better Product Launch: Brian Howenstein, ClusterTruck

What’s worse than ordering food for delivery and it showing up cold and soggy? For ClusterTruck it’s a problem they set out to solve as America’s first vertically integrated, delivery-only kitchen.  

On this Better Product Launch, Brian Howenstein, VP of product at ClusterTruck, shares how they’ve revolutionized food delivery by removing the middleman of third-party delivery apps. 

While ClusterTruck is a restaurant, it’s also a software company enabling its competitive advantage. Brian shares how they’ve handled product growth based on geographical location while highlighting what the future for their tech looks like. 


  • Setting boundaries to stay true to your core principles
  • Competition is more than just other offerings in your category 
  • The importance of keeping your brand voice intentional 
  • Keep things as simple as possible for the user 

Things to Listen For:

  • [01:22] Why it’s important to be vertically integrated 
  • [02:47] What problem ClusterTruck set out to solve
  • [06:05] How 2020 has impacted food delivery  
  • [07:11] What constitutes competition 
  • [08:20] How to handle product growth for a product tied to a geographic location
  • [13:29] The intentionality behind the brand voice and its connection to the product
  • [17:14] The biggest lesson Brian’s learned while growing the company 
  • [19:55] What the data told Brian about their competition
  • [21:36] Things to consider when deciding where to expand 
  • [25:13] How to build a viable business while keeping a holistic approach to people and operations  
  • [26:50] The breakdown with Christian and Anna

Ready to go?

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