Former Grubhub Executive Brings Proven Sales Leadership to Leading Restaurant Technology Platform

CHICAGO, IL – May 11, 2026 – Smooth Commerce, the restaurant technology company powering direct digital ordering, mobile apps, and loyalty programs for hospitality brands across North America, today announced the appointment of Jeff Mirmelstein as Chief Revenue Officer (CRO). In this newly created role, Mirmelstein will lead the company’s revenue strategy, enterprise sales expansion, and go-to-market execution as Smooth Commerce scales its footprint across the United States and Canada.

Mirmelstein joins Smooth Commerce from Grubhub – a top-tier player in the US food delivery market that processed approximately $10 billion in delivery volume prior to its acquisition by Wonder. At Grubhub for Business, as Vice President and General Manager of Corporate Accounts, he delivered 474% profit growth while managing a team of 70+ professionals and serving enterprise clients including JP Morgan, Meta, and Goldman Sachs. His appointment signals Smooth Commerce’s intent to aggressively expand its corporate meal ordering platform and its broader suite of restaurant digital commerce solutions.

“Jeff is exactly the kind of leader we need to take Smooth Commerce to the next level,” said Brian Deck, CEO and Co-Founder of Smooth Commerce. “His deep experience building and scaling enterprise sales organizations, and his intimate knowledge of the corporate dining landscape, makes him the ideal person to lead our revenue function as we grow our presence with multi-unit brands and enterprise operators across North America.”

Before Grubhub, Mirmelstein held senior roles in global sales at Blinkfire Analytics, an AI and machine learning company specializing in sports media valuation, and earlier in his career built strategic finance expertise at Twitter, Google, and Lehman Brothers. He holds an undergraduate degree from the Ross School of Business at the University of Michigan and an MBA from the Darden School of Business at the University of Virginia.

“Smooth Commerce is building something genuinely differentiated, a platform that helps restaurants own their digital relationship with guests rather than renting access through marketplaces,” said Mirmelstein. “I’ve seen firsthand how much appetite there is among enterprise brands and corporations for better, more flexible digital ordering solutions. Smooth Commerce is perfectly positioned to capture that demand, and I’m excited to help drive that growth.”

Mirmelstein’s appointment comes at a pivotal moment for Smooth Commerce, which has seen rapid adoption of its restaurant-facing digital commerce tools and the introduction and expansion of Smooth’s second business unit, its white-label corporate meal ordering platform connecting employees with 400,000+ restaurants across the United States.

 

About Smooth Commerce

Smooth Commerce helps restaurants take back control. The restaurant technology platform enables hospitality brands to launch branded digital ordering, mobile apps, and loyalty programs that drive guest engagement and sales, without giving up margin or data to third-party aggregators. Through integrations with leading POS, payment, marketing, and delivery systems, Smooth Commerce turns every digital touchpoint into a direct relationship between a restaurant and its guests. For more information visit Smooth.tech or connect on LinkedIn at linkedin.com/company/smoothcommerce.

Media Contact:
Michael Kostoff
Investor Relations, Smooth Commerce
michael@smooth.tech