What do we think about this Toast 'short film'?

The three-minute commercial featuring a famous face wants to make the industry laugh.

This week, Toast debuted its first in a series of videos tied to a new marketing campaign. The video, filmed at Marea restaurant in Manhattan, features a dining room full of guests — including Matty Matheson, chef and actor in the breakout industry-focused series The Bear — asking for borderline ridiculous accommodations and menu modifications. The video’s message? Toast’s software can handle the complicated stuff.

The slick “short film,” as it was described to me by a Toast rep, is essentially a three-minute commercial for the point of sale and payments service — but it is funny. It’s full of the same insider-y, IYKYK jokes that go viral in restaurant-centric social media circles. Toast, a publicly traded company worth $21 billion, clearly wants in on some of that action.

What do you think? Will leveling with restaurant staff help boost Toast’s bottom line?

Paid subscribers can comment below.

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