Mike Fishman is a leader in tech and hospitality, and is now paving new paths as VP of Sales at Commerce7, a platform that streamlines operations for wineries.
Commerce7 offers a full suite of tools, from E-commerce to POS systems, helping wineries operate more efficiently. But Mike’s journey here is as much about relationships and resilience as it is about his passion for hospitality.
Passion and Inspiration
With a strong foundation in restaurant tech, Mike has held impactful roles at Toast, Grubhub, and OpenTable. His takeaway? True industry success comes from empathy. “The best experience you can have in restaurant tech is working for a company that truly understands the restaurant industry,” he says. From Toast to OpenTable, he learned that tech solutions need to prioritize restaurateurs’ real-world needs.
This mindset eventually led Mike to his role as a managing partner at the Oriole in Chicago. Inspired by his wife, who has Celiac, Mike became passionate about creating memorable dining experiences for everyone. Creating menus that could fit everyone’s needs. Oriole success was no overnight feat, but a stellar review helped put it on the map and opened doors to new ventures, including the acclaimed Kumiko and Jeong. “It’s not just about creating good food but creating experiences,” Mike explains, a philosophy that now extends to his work in tech.
F3’s Impact
An influence on Mike’s career has been his friend Dan Diaz, founder of F3 Technology. The two first met while working together at Toast, bonding over a shared dedication to customer service. As Mike puts it, “Dan Diaz is the f***ing man!” The two knew from the start that their values were aligned. “We realized that we should treat our restaurant partners like they treat their customers. If we walk away and the system isn’t installed perfectly, it reflects badly on us and the restaurant,” Mike recalls. That dedication to excellence set the tone for a partnership that has spanned years.
F3 has been invaluable to Mike’s restaurant operations over the years, especially juggling multiple Chicago hotspots. “When something goes down, they call F3. They’re super efficient, professional, and quick to respond—it’s been a game-changer,” he says. From managing network issues to troubleshooting, F3 ensures that Mike’s restaurants run smoothly. “Dan and his team are just the people you want on your side,” Mike adds, with a smile, emphasizing that F3 is more than just a vendor—they’re trusted partners.
Going Viral
Mike’s knack for connecting with others was also highlighted in a LinkedIn post that unexpectedly blew up, garnering nearly half a million views. After experiencing a layoff, he chose to share his journey publicly. “For the first time, I was laid off, and I didn’t want to make it just another new-job post,” Mike explains. Instead, he offered tips for job searching, including the simple yet powerful advice to “go for a walk after a tough interview.” This vulnerability struck a chord, resonating with thousands who found inspiration in his candid reflections.
Mike’s approach to sales is equally grounded and thoughtful. He often draws on examples from his family, where his six-year-old son proudly tells people, “My dad’s the VP of Wine!” Reflecting on his path, Mike shares, “Sales isn’t always glamorous, but if you’re passionate about the industry, it’s incredibly meaningful.” He advises newcomers to pick an industry they love: “Sales is tough; you need a thick skin, so choose something you care about.”
A foodie to the core, Mike’s love for menus and restaurants keeps him excited. “Reading restaurant menus got me hooked, and it’s still what I love most,” he says. From sales to hospitality, Mike’s journey shows that his path has always been about blending technology with heart and human connection.
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