Rebel Cheese expands and protects margins with Toast Retail
How a plant-based cheese shop used Toast Retail to expand across the country, protect margins in real time, and grow revenue 20% year over year at their NYC location.
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Get Free DownloadWhen Kirsten Maitland and her husband Fred opened Rebel Cheese in Austin, TX, their goal was to prove that artisanal, plant-based cheeses made with traditional techniques could thrive. The deli and specialty retail shop quickly found success, and when the opportunity arose to open a second location in New York City's historic Essex Market, expansion felt within reach—if they had the right technology to support it.
The New York location initially used a different POS that couldn't handle a massive retail section and provided limited remote visibility. Separate systems made it difficult to oversee inventory, retail operations, and day-to-day performance across state lines. Switching both shops to Toast Retail gave Kirsten unified visibility and all the tools to run her business in one connected platform — online ordering, websites, delivery services, gift cards, loyalty, and catering. Toast Retail gives Kirsten the insights and confidence she needs every day to manage both locations remotely and continue growing Rebel Cheese.
"One thing I love about Toast is the continuously improving tech stack—that's huge, and it helped us grow. We added online ordering, catering, and more with confidence because Toast supported our growth."
Kirsten Maitland
Co-Founder/ Owner
Protecting margins with real-time visibility
With hundreds of items across two locations, Kirsten never loses sight of the numbers. Costs fluctuate constantly—even her cheese paper had an unexpected $2,000 import fee. Toast Retail gives her complete margin visibility to stay ahead. She tracks costs for every item and sorts hundreds of SKUs like a live spreadsheet, helping identify issues before they become losses. As prices shift, she adjusts quickly—discontinuing low-margin items or restocking top performers. This precision gives her control across locations and the confidence to make fast, informed decisions that protect profitability.
Instant insights that fuel confident decisions
Kirsten's morning routine starts with coffee in one hand, phone in the other—checking sales, margins, top sellers, and hourly trends showing whether sales are up or down. If she sees an unexpected spike, she reaches out to ensure the team has support and customers are having a great experience. That instant visibility—combined with the tools of Toast Retail and the insights of Toast IQ—gives her fast answers and the confidence to act quickly. The result: Rebel Cheese in New York City grew 20% year-over-year while using Toast Retail.
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