The, originally known as MAVN, started in 2009 as a platform to allow bar patrons to order drinks from their mobile devices. After a series of rejections from bar owners, an inquiry for how the platform might work in the kitchen led founders Michael Gnagy and Michael Trinque (“The Mikes”) to pivot and rethink their audience.

All they needed was a burrito to take off. MAVN landed their first restaurant, a burrito joint, in 2010 and continued to adjust the platform and business model as their customer base grew. A few more burrito, sandwich and taco places later, MAVN found their stride and steadily grew.

In 2018, MAVN became The Now offering multiple POS integrations, serving clients varying in size from one location food trucks to national restaurant chains. From “The Mike” show, to a power player in the online ordering space, The continues to put clients and the customer experience first. Though they never managed to break into the bar vertical.