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Restaurants are being squeezed tighter and tighter - rising food costs/labor rates, falling customer counts, declining alcohol sales, and increased competition. As a result restaurants need more cost effective ways to differentiate/represent themselves and their menus across multiple communications paths including print, web, mobile, and the telephone. Menu-O-Matic solves this problem. What is especially key is the fact that Menu-O-Matic was able to leverage Twilio’s API to substantially add functionality without increasing CapX generally required for sophisticated telephony integration. So the win-win is with the restaurants because Menu-O-Matic was able to bring a product to market that was only feasible by leveraging telephony in the cloud. Because this Startup Weekend success story so effectively demonstrates Twilio’s value add to their end customer, it deserves to win the Twilio Startup Weekend contest!