Carlos De La Cruz
Hospitality Technology & Fintech Executive
Payments • Digital Infrastructure • User-Centered UI/UX
I bring hospitality operations, fintech, payments, and user-centered UI/UX into one view — helping restaurant operators find where revenue and guest attention are slipping, from the back office to the path guests use to discover, choose, and book.
Start with an inspection. Explore the reviews, or let ROBBIE — my bilingual intake assistant — organize a brief for my review.
About Carlos
I learned to read a business from both sides: the operation behind it and the experience in front of the guest.
I grew up around a restaurant, a store, and a warehouse. My father taught me basic math and operations. My grandmother taught me to read. My mother brought me into the family businesses, where I learned sales and hospitality long before I had professional words for either.
That foundation led to a career across payments, retail, technology, restaurant operations, and fintech. I started in payments. I grew one boutique into eleven. I led support and sales teams, managed high-volume restaurants through some of the industry's hardest years, and returned to fintech with a deeper understanding of what operators carry every day.
Today, I bring those experiences together. I can read a merchant statement, a P&L, a menu, and a digital guest journey as connected parts of the same business. My work is to help restaurant operators see where the pressure is coming from, what deserves attention first, and what does not need to be rebuilt.
Every move in my career has been intentional. The principle behind all of them began on my first day of school, when I was four years old: never stop learning.
Two projects. One view of the restaurant business.
FLOOR / LEDGER examines the operating and financial reality. MENU // MONEY examines the menu and the digital decisions that bring a guest to the table.
I am based in Washington, DC, serving operators across DC, Maryland, Virginia, and beyond. I know this region through its neighborhoods, its restaurant corridors, and the people who keep its dining rooms moving.
I also volunteer in my community because I believe that when a community thrives, we all win. That belief carries into my work: understand the pressure, respect the people doing the work, and help move the business forward with purpose.
The dark hours are where the deepest work happens — the studying, writing, learning, and rebuilding nobody sees.
Greatness does not arrive by accident. It is shaped in silence before the world ever notices.
Start Here
Start with the problem, not the rebuild.
Running a restaurant leaves little room for expensive guesswork. If the pressure is in costs, operations, the menu, your website, Google visibility, or the guest's path to booking, the first step is to identify what is actually failing. Use to explore FLOOR / LEDGER,MENU // MONEY, and the available business reviews. Or openROBBIE to organize a short brief for Carlos.
Diagnostics and Contact
ROBBIE will ask where the business is feeling pressure, the size of the operation, and how Carlos should contact you. ROBBIE does not diagnose the business. It organizes your information and sends it directly to Carlos for review.
BUILT WITHPURPOSE.DESIGNED TO EVOLVE.
WASHINGTON, DC // 38° 53' N
THE CITY THIS WORK COMES FROM