In the rapidly evolving world of hospitality, few companies can match the dedication and expertise of F3, an IT and managed services provider led by CEO and founder Dan Diaz. By combining technical mastery with a hands-on approach, Diaz and his team support restaurants across the U.S., Canada, and the UK, helping them navigate the complexities of hospitality technology.
The Heart of F3
Dan Diaz, isn’t just another leader in hospitality technology; he’s the person that restaurants rely on in their most critical moments. Dan knows the unique pressures that restaurants face and designed F3 to address these needs holistically. F3 isn’t just about delivering IT services, it’s about embodying a culture of empathy, reliability, and a commitment to stepping up when it matters most, even if it’s 3 a.m.
This commitment is reflected in the impressive miles F3 logged last year—1.3 million—offering on-site support across the map. “We are currently hired by multiple point of sales out there, including one of your clients, Toast, to install all across the US, Canada, and the UK,” Dan shared. “We’re one of their most trusted resources. We handle the big deals, the betas, the alphas—making customers happy—and we also take care of the small ones, the mom and pops.” For clients, F3’s support eliminates the need to coordinate multiple vendors or work with IT providers who don’t understand the nuances of restaurant operations. “You don’t have to call a network company. You don’t have to call a company that doesn’t understand your POS or your restaurant. You call us,” Dan explained.
The Tom Brady Story
F3’s origin story reflects Dan’s tenacity and commitment. In 2020, he sold a prized Tom Brady jersey to fund the early days of F3. This jersey, a framed replica from the 2000 Orange Bowl bearing Brady’s signature, symbolizes the underdog spirit that has fueled F3’s growth. Selling this jersey was about more than a financial investment; it was a testament to Dan’s belief in his vision for F3. This commitment helped Diaz grow F3 from a single investment into a thriving business that combines technology with genuine care for its clients.
And the photos below? Yep, that’s Dan hanging out with Tom Brady! But that story is for another time!
F3’s Infrastructure Solutions
Behind every successful restaurant is a robust network infrastructure—cables, routers, and POS systems—an essential but often overlooked component. “You just see this thrown spaghetti mess of wires,” Dan remarked. “Then, when things go wrong, what are you going to do? It’s a Saturday night, it’s seven o’clock, and you’re looking at a massive mess of wires with no rhyme or reason.” The cost of downtime during peak hours can be immense, particularly with the tight profit margins of the restaurant industry.
F3 steps in by offering organized, resilient network setups, replacing outdated cables with solutions like Cat 8 cabling to provide fast, stable connections. This investment in infrastructure helps restaurants avoid downtime, ensuring they can operate smoothly even on their busiest days. As Dan noted, F3’s approach can help restaurants stay ahead of potential issues: “With Yelp and social media, if you go down during peak hours, that can have bad effects on your business.”
Going Above and Beyond for Customers
F3’s exceptional customer support is another hallmark that sets it apart. Dan described how F3’s team uses detailed diagrams and playbooks for every client, ensuring that troubleshooting is fast and effective. “If you call us for support, we have a help desk you can call, Slack, text, email—even FaceTime—and we’ll answer,” Dan said. “Everything is diagrammed out, so if you call and say, ‘Hey, Dan, something’s not right,’ I can guide you directly, saying, ‘Please go to Port 13; that’s your uplink to the switch.’” F3’s meticulous documentation and 96% first-call resolution rate highlight the company’s commitment to efficiency and reliability.
Beyond immediate support, F3 empowers clients by creating systems that work and bringing proactive solutions to the table. Dan summed it up well: “Because we are so detailed in our mapping and how we create our playbooks, we have a 96% first call resolution on both the POS support and the network support, and we really pride ourselves on that.”
F3’s 2025 Vision
With a growing reputation for excellence, F3 is poised for significant expansion. Plans for 2025 include new partnerships with POS providers and services in new markets. This growth is not about mere expansion but about extending F3’s high standards of service and care to more businesses.
Through Dan Diaz’s leadership, F3 continues to set a new standard at the intersection of hospitality and technology. With F3, restaurants have a partner dedicated to their success, showing what a genuine, technology-driven partnership can achieve.
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