I'd be hesitant to use your service without a referral. Your site doesn't list your restaurants, your fees, or your happy clients. It's just a Google Doc lead gen form. Why?

There's almost no selling going on on the website, so probably most of their business spreads through word-of-mouth, with visitors to the site already having been referred by happy clients. They also probably need to control how many new clients they adopt to ensure they have adequate capacity before scaling.

Spot on. Almost anyone who sees the site has already met me or been referred by one of my customers.

That said, clearly there's a lot of work to be done on the site.

Hey, I remember you from poker! Glad to see you're doing well. I'm assuming zerocater's just for companies in SF at the moment, not someplace nearby like Burlingame?

ZeroCater is an amazing service. I recommend it for any startup.

Do you guys do new york as well?

Not yet. Check back in 6 months!