CFO THOUGHT LEADER21 Touko 2025

1099: Turning Back‑of‑House Data into Front‑of‑House Wins | Emma Whelan, CFO, MarginEdge

When a restaurant’s weekly salmon order suddenly spikes in price, Emma Whelan wants chefs adjusting menus the next morning—not tallying losses a month later. “The system will alert them if the price of salmon (has) gone up unexpectedly,” she tells us, describing MarginEdge’s real‑time cost engine. It is a small but telling vignette from Whelan’s first months as CFO, and it captures the company’s wider ambition: “MarginEdge wants to create a world where restaurant operators can focus on great food and great service without having to worry about the back office,” she tells us.

Whelan explains that the platform “automate(s) the key back office tasks like invoice processing, inventory and recipe costing” by pulling data directly from point‑of‑sale systems and scanned invoices. That automation replaces hours of spreadsheet drudgery and—more critically—turns yesterday’s paperwork into today’s decision support. The salmon alert, she notes, lets owners “switch vendors, re‑price the menu, or adjust portion sizes before it starts to impact their margins,” a response time that can separate profitable months from painful ones.

Her strategic priorities echo the same urgency. Backed by Osage, Schooner Capital and Ten Coves Capital, Whelan directs new funding primarily to R&D so the software stays “at the cutting edge” of restaurant needs. Investing in talent runs a close second; Glassdoor awards and sky‑high satisfaction scores, she tells us, prove that an engaged workforce builds better products—and happier customers feel the difference. In Whelan’s finance playbook, speed, clarity and culture work together, just like ingredients in a well‑seasoned dish.

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1191: From Complexity to Clarity: Building Operational Maturity | David Forlizzi, CFO, Salsify

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1190: Fixing What Growth Tries to Hide | Jaylene Kunze, LegitScript

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