Vanessa Torrivilla: Co-Founder & Chief Product Officer of Goldbelly

Episode 612

On this episode of The Kara Goldin Show, I’m joined by Vanessa Torrivilla, Co-Founder and Chief Product Officer of Goldbelly. Vanessa shares the fascinating story behind founding Goldbelly with her husband, and how they’ve grown it into a company that connects people with their favorite iconic foods from restaurants and makers across the country. We dive into how they balance the creative and technical aspects of Goldbelly’s unique and bold brand identity. Vanessa also shares how Goldbelly supports local food businesses by helping them reach new customers, the logistics of scaling food e-commerce, and what’s next for the company as they continue to innovate.
Tune in to hear Vanessa’s incredible insights on entrepreneurship, the future of food e-commerce, and the impact Goldbelly is making in the industry. Now on The Kara Goldin Show!

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Transcript

Kara Goldin 0:00
I am unwilling to give up that I will start over from scratch as many times as it takes to get where I want to be. I want to be you. Just want to make sure you will get knocked down. But just make sure you don’t get knocked out, knocked out. So your only choice should be go focus on what you can control. Control. Hi everyone, and welcome to the Kara Goldin show. Join me each week for inspiring conversations with some of the world’s greatest leaders. We’ll talk with founders, entrepreneurs, CEOs and really, some of the most interesting people of our time. Can’t wait to get started. Let’s go. Let’s go. Hi everyone. It’s Kara Goldin from the Kara Goldin Show. Welcome back. I’m super excited to be joined by a truly inspiring entrepreneur, Vanessa Torrivilla, who is the co founder and chief product officer of an incredible brand that if you haven’t heard of it, you’ve been hiding under a rock. It’s called Goldbelly, and it’s one of my favorites. It’s America’s first platform for National Food e commerce as well. She’s been instrumental in shaping the Goldbelly experience, overseeing everything from product design to creative marketing and today, Goldbelly connects people with their favorite iconic foods from all over the world. I live just outside of San Francisco, as we were just talking about, but there’s many things that I love, love, love to order from my favorite places in New York, including John’s pizza, which we got a chance to try and also some of those sweets that are on there. I will not even name which ones, but you name it, they’ve got it on there, iconic foods from restaurants and makers all across the country. And we’re going to dive into how she and her team are revolutionizing the way we experience food scaling Goldbelly into a national platform that it is so welcome. Vanessa, wow, thank

Vanessa Torrivilla 2:07
you. That was amazing, the way you described everything. It was loved it. Thank you so much. I’m so excited to be here.

Kara Goldin 2:15
Well, I’m such a huge fan, and I’m so honored that you agreed to come on the show so we can get other people understanding all about the Goldbelly experience too. But can you start by sharing the story behind you and your husband, Joe founded Goldbelly.

Vanessa Torrivilla 2:34
Yeah. I mean, I it just started. You know, I was dating a guy. I was dating a guy who really loved food. At the time, I was working in tech. I was a product designer, and I was designing apps, and I was, you know, really into E commerce experiences. And we met, he had this crazy idea about create a marketplace to ship food nationwide. And at first I thought it was a little bit crazy, and then I thought he’s probably hungry. And then I really thought about it and realized, like, no, actually, this is really cool, the fact that you can order like barbecue from Texas, right? Or deep dish pizza from Chicago. So it really came from a love and passion for food that Joe had, and just kind of my excitement for designing e commerce experiences and just shopping and, you know, the way that we just came together to build this, it was just kind of, you know, a little bit like meant to be, because we did things out of order. We were dating, we started a company, then we got engaged, then we got married, you know, it was just kind of like a whirlwind of we were excited about this, you know, idea that’s,

Kara Goldin 3:58
that’s wild. And you and I were chatting about this, so you started it in San Francisco, actually,

Vanessa Torrivilla 4:04
yes, well, we started the idea in New York City, but it was early tech in in New York City, like not a lot of companies were emerging, there was maybe, like, Foursquare, I remember was emerging out of New York City, but all of the great tech ideas and innovations were coming from Silicon Valley. So we applied to Y Combinator in Silicon Valley, and we got accepted, and we moved to the Bay Area, and that’s where we actually hunkered down and built our first iteration of our product, and we launched in San Francisco.

Kara Goldin 4:44
So so many people that we’ve had on the show have been part of incubators. What would you share with other entrepreneurs? The value of being a part of that, especially if you’ve never launched a startup?

Vanessa Torrivilla 4:58
I. Think, you know, like starting a company can be really lonely and isolating while your friends all have jobs and are living their lives and maybe buying a home or starting families, you’re just kind of at home working on your idea, 24/7, and so being a part of an incubator like that just connects you to other people that are doing the same thing. And you have this kind of, like shared experience. You have similar challenges, and you get to talk about it, you get to, like, learn things the easy way, the hard way, and like, share it with your peers. And I just think, like, the biggest value that we got from being part of that program is the meeting, the people that we met, that were building companies as well, and just, you know, feeling supported by that community.

Kara Goldin 5:51
It’s like a mini, you know, college. So I know many of many people who have been through it. I know people who have helped develop that as well. And I, I have so much admiration for Y Combinator overall. It’s, it’s, and the people just seem super smart who have been through it. So,

Vanessa Torrivilla 6:10
yeah, it was a little bit intimidating for for me, especially because, you know, a lot of big tech was coming out of Silicon Valley at that time. And this was back in 2013 and so I was, like one of the few women founders in our group. We were also one of the last smaller classes, like we were only 47 companies. I think now they have, like a few 100 of companies that go through the program, but we were only 747, companies, and it was intimidating to me, because I was different. I wasn’t the engineer, I wasn’t the experienced entrepreneur. I was just me, just trying to, like, you know, go for this big idea that really, like, you know, filled my heart and got me excited, but I definitely did not imagine that I would end up in a place like that. And luckily, I did.

Kara Goldin 7:12
So when you describe Goldbelly to somebody who has never experienced it, how would you describe it? The

Vanessa Torrivilla 7:20
way that I describe Goldbelly is, you know, like we’re a marketplace where you can order your favorite foods from your favorite restaurants anywhere in the country. And it can be from a place that you’ve been to or a place that you just watched on Netflix, or, you know, you get to relive an experience that you usually have with your family on a yearly basis, and you get to order that from New Orleans, you know, to New York. We are the place where you shop for the foods that you love the most.

Kara Goldin 7:50
I love that description. So today you’re the chief product officer. Obviously, you have tons of products and partnerships with lots of different companies. How many did you launch with, and how many? How has that changed? As the marketplace sits today,

Vanessa Torrivilla 8:09
we’ve grown in merchants a lot. I would say we probably launched maybe with like 10, and we’re about 1000 now. We have 1000 food makers on the platform, that’s

Kara Goldin 8:24
incredible. So grown rapidly since its founding. What were some of, like, the biggest challenges, especially in those early days, as you were, I mean, you’re, you’re doing so it’s not like you’re connecting e commerce enabled companies, either in general. I mean, many of these are restaurants, like I mentioned, John’s pizza or, you know, some other some do have a direct to consumer aspect of it today, but many of them don’t. So I would imagine you were kind of like teaching them, you know, how to actually do direct to consumer in some cases, right?

Vanessa Torrivilla 9:03
Yeah, I think, like, the restaurant industry was kind of behind on E commerce. I think that we introduced the E commerce experience that has been applied to furniture to fashion to shoes to food, when it comes to like, merchandising, shopping for it, and building like, a streamlined user experience that allows you to order it really, really easily. But we also did the same on the back end for the merchants. So for the merchants, we’ve made a tool so that it makes it really easy for them to know when to prepare the food, how much coolant to put in the box? Oh, here’s the shipping label. We take care of all the logistics. So our goal is to make it as easy as possible for the food maker to ship something nationwide. And that’s where the difficult part was. When we first started, I would say the customers were excited about it, and. Wanted it. It was the difficulty was getting buy in from the restaurant and letting them understand that we were we were going to make it really easy and seamless for them, but also that people would be willing to pay to get their you know, foods shipped to them when you know shipping costs can be so high, especially for, like, perishable foods, yeah, definitely.

Kara Goldin 10:26
And you’re drop shipping, obviously you’re not taking inventory on many of these products. Correct,

Vanessa Torrivilla 10:32
correct. So we’re like Etsy, right? Like curated, so we’re the platform that allows the customers to discover the products and order them, and we’re also the platform and the logistics tool for the food maker to enable that, you know, smooth delivery nationwide.

Kara Goldin 10:50
Do you feel like today? I would imagine, in the early days, you were reaching out, you know, you’re cold calling these restaurants and saying, Hey, we want you to do this today, I would imagine you have many restaurants that are reaching out to you saying we would like to do this. How do we get involved? How do you pick these restaurants or food makers to feature? We

Vanessa Torrivilla 11:14
have to be very curated, right? We have to be very targeted. We know our business development teams know the food makers, the categories, the the regional specialties that we want, or that that we need on the marketplace that people are looking for. So we go after those. But I think that you know a lot of restaurants now, they realize that there is a big desire for their products and for them to leverage their brands that they’ve created locally. So when you open a restaurant, you’re really focused your brand is like your dishes, your the esthetic of your room, the brand that you create, right? But it’s really hard for them to go nationwide to you know, to be from Nashville and get to be known in LA but now with Goldbelly, they see that potential. They get to leverage the brand, the love that they’ve, you know, that that they’ve acquired from their customers, and they get to go nationwide, and it’s because of us. I just think that, you know, a lot of what we do is just kind of what we did when we first came onto the scene, is prove to the restaurants that people want this, that this is a marketplace that people want, that people want their foods, and they’re willing to, you know, like even try places that they’ve never heard of

Kara Goldin 12:34
before. When you think about the Goldbelly, the surprise merchant, has there any? Have there been any that you’re that you’ve added where maybe the retailer is like, Oh, I don’t know. I don’t think customers are gonna want this or whatever, and then they’re just killing it,

Vanessa Torrivilla 12:53
yeah? Almost everybody, yeah, that’s, I

Kara Goldin 12:56
love it. Like

Vanessa Torrivilla 12:57
places like in New York City, there’s this really amazing, very high end Korean steakhouse called coat. It’s it’s impossible to get a reservation at this place, and the fact that you can experience them through Goldbelly and not go through that line for like Franklin barbecue in Austin, same thing, very beloved place. They sell out of their brisket every day, but you can actually order it on Goldbelly. Ina Garten. I mean, Ina Garten is pretty much one of my favorite humans, but also, like her, foods are just incredible. And she you get to experience Aina gardens products because we’ve built this marketplace. So I would say that I’m in awe of everyone that we work with, and I I have the biggest appreciation, because not only do they want to sell in our marketplace, but they do special things to show customers that they really care about their product and their food. So, you know, they’re, they are selling the products that they sell, that they serve in their restaurants. However, they put a lot of love and care in the way that they package it, in the way that they preserve it, in the way that they, you know, put their branded materials inside of the box, like when you open a Goldbelly box, you really are getting the best experience from that food maker, because they are putting all that love and care into that box.

Kara Goldin 14:23
Yeah, definitely, when I think about growth, I mean, it’s never anything that entrepreneurs, at least not me, think about. You know, as your as your company starts to scale, there’s definitely challenges, right? It’s like you get to a point where maybe your system won’t be able to handle all of the orders coming in, I would imagine around certain holidays you guys are nuts. Like, has there ever been a situation where you’re like, and again, you’re like, the UX designer? You’re in charge the you know, the process? X, you’re watching all of this. Has there ever been a situation where you’re like, Okay, time out. We need to do it. Yeah, we need to look at this entire platform and figure out what the heck we’re doing here.

Vanessa Torrivilla 15:15
Well, that’s what building a startup is. It’s just constantly problem solving, because everything is always breaking. But I think that what we did is we built from scratch a shopping experience and an order experience in response to the industry like we couldn’t go with an out of the box solution like Shopify or SquareSpace to sell products, because very early on, we discovered, like, actually, the second that we that someone you know, starts to make that cake, it starts to die. So we have a very, very small time frame to get that delivered in its freshest, most beautiful state to the customer. So our tooling needs to respond to that. And same thing with the ordering experience for customers. So if you order a pair of shoes from Amazon and the delivery driver just, you know, didn’t make it to your house, they’ll just deliver it the next day. But there’s a lot of consequences with a delivery driver not dropping off the Goldbelly box at the customer’s, you know, doorstep. So we’ve had to build a very robust logistics platform. We’ve had to develop really amazing relationships with our shippers, with our food makers and and especially, we’ve had to implement a lot of guidelines for how to properly pack a box in case that missed delivery occurs. So everything that we’ve built has been probably at some point in response to a disaster that happened once upon a time ago. Yeah,

Kara Goldin 16:50
no, definitely. So the pandemic saw a rise in E commerce, direct to consumer, especially food delivery companies. How did Goldbelly adapt to meet the demand. Because I would imagine there were plenty of people your your system must have just gone crazy during that time.

Vanessa Torrivilla 17:10
I would say that that is a great example of a time where we broke, I think that we were all of a sudden, we experienced this really crazy volume and ordering, and also we had to manage from the marketplace side, merchants not being able to fulfill some of these orders. So remember, people were shutting down their restaurants if one of their employees would get sick, and they had to quarantine, or all of a sudden, the dry ice delivery couldn’t happen because the dry ice delivery driver got COVID, right? So there were all of these really unforeseen circumstances that the industry, that the restaurant industry was experiencing, and we had to quickly build tools and solutions in order to communicate to customers like, Hey, we got your order. The food maker is making it, but this is what happened. So instead of receiving it on Tuesday, you’re going to get it on Friday, you know. So we actually had to automate a lot of these very common occurrences that, you know, they don’t happen day to day. It was like an emergency room level emergency every day during the pandemic. But you know, over time, then those tools that we built have become a part of the ordering experience on Goldbelly like it has made us even better at at staying closer to our packages and being really responsive to food makers and helping them, you know, navigate through really tough logistics challenges that they encounter, you know, often.

Kara Goldin 18:49
So when you were first starting out, you went through Y Combinator When? When did you actually go and raise capital in order to sort of explain about that. Does Y Combinator actually invest in addition in the early days? Or how does that work? Because some Yeah, yeah,

Vanessa Torrivilla 19:10
I think it’s changed a little bit. But we had raised a very early angel round. We just Joe got together with some of his college friends, and they contributed some some funding to help us, you know, kind of get started. Then when we got accepted into Y Combinator, that was like the first, like, meaningful investment that we got, and it was basically enough for us to quit our jobs for three months. That’s how much Y Combinator gives you, basically, you get to quit your job for three months. You get to invest all of your time and energy in your product. You get to network with other companies that maybe whose services you can leverage. But really, we raised our first seed round at Demo Day at Y Combinator. So that is. The whole purpose of the program. So for three months, they’re helping you and giving you the space to grow your business, right? Focus on the metrics that matter the most, and then they help you refine your pitch, so that demo day, when you’re pitching to a room full of investors, right, you’re able to raise a seed round. And that’s what we did. I mean, it’s, it’s, we raised our seed round in Y Combinator and then we ended up staying in San Francisco for about four years because we’re like, Wait, this is such a great environment here. There’s so much support that we were like, we didn’t want to leave right away, yeah, and

Kara Goldin 20:41
then you ended up moving the headquarters to New York. Then after, after that, yeah,

Vanessa Torrivilla 20:46
yeah, we ended up going back to New York, mainly because that’s New York is where food media is right, where some of the biggest chef brands are. And for a while we had two offices. We had a small team, NSF and a small team in New York, and then we just had to make a decision, and I think it was the right one for us. I think for a consumer brand, I think New York was a better option when we decided to make the move. And

Kara Goldin 21:17
so the rest of the funding, you guys have raised significant capital over the years. How did you think about that? Like, I mean, obviously you were growing like crazy. What’s your advice on that for entrepreneurs?

Vanessa Torrivilla 21:32
I think a lot of I remember not understanding fundraising when we first started the company. I remember being like, Oh, this company raised all this money, and I didn’t really know what that meant. And it wasn’t until we were doing it for our own company that I understood. It’s just that you find product market fit, you find things that are working within your company, and then you realize, like, oh, we need more people to do more of this. And if we do more of this, then we can be then we can grow. We can grow faster, or we can go for that one big goal. So I think that fundraising has enabled us to just scale our operations. I think that it’s very important to be very mindful and about who you’re raising funding from you really want to raise funds from people in organizations that really have a passion and are trying to truly help your company grow. And I think it’s, it’s we’ve, we’ve raised up to, like a Series C, I think that was the last that we did, and that one we did during the pandemic. Because during the pandemic, when it first started, we were 34 people in the company, and it was crazy. We were bursting at the scenes. It was like really, really fast growth. I would say that we were probably one of the fastest growing companies in that moment where, you know, restaurants just couldn’t operate as normal, right? So we really needed to scale up. We needed it like, to really grow our engineering teams, our support teams, our operational teams, our customer support teams. It was, it was a lot of operational lift that we had to focus on. And so we had to do fundraise. But you do a fundraise when you really need it, or actually No, Joe says, do a fundraise and you don’t need the money. And that’s true. Yeah, you know, like, if you’re just, like, focused on, on, on your product, and you know what you’re doing, and you have a vision for it, then you do a fundraise because it’s going to help you multiply something to get to the next stage.

Kara Goldin 23:40
Yeah, definitely, did you have any thoughts that Goldbelly would be where it is today? I mean, when you were first getting started? I mean, this was, you know, an idea with a with a boyfriend, right? I mean, that’s, that’s, I love that story. That’s so great. And, you know, and his love for food, he’s hangry. I can picture, you know, wow, I wish I had that barbecue from Austin and, and, I mean, that’s, that’s how this that’s how dreams start, right? It’s just an idea, but then you guys put one foot in front of the other, and how do you actually make it a reality? And now it is what it is today. And we see advertisements all over the place, and I hear constantly when people are talking about food, it’s not just about such and such a restaurant, I’m going to go on Goldbelly and order that product. And you’ve made that possible. You’ve also made dreams come true for small businesses that had no thoughts of going outside of Nashville or wherever. I mean, it’s, it’s amazing what you’ve accomplished. But when you think about it, how like is it just crazy to you that it’s gotten to be where it is today.

Vanessa Torrivilla 24:56
It is crazy. And I pinch myself all the time. Um. Um, like I said, I just wanted to help my boyfriend with some free design for a minute, and then it was a matter of time before I, like, fell in love with the idea, because I really understood what it was really about. It wasn’t about the food. It was about experiencing a place that maybe you’ve never been to or that you’ve only heard of. And one of the things that makes me cry sometimes is when I see a food maker develop a product just for shipping, which this did not exist when we first started, right, like, when we first started, we were like, you know, boots on the ground, trying to, like, we were going into the restaurant, and like working with them, and like figuring out the best way to package their product, you know, to to make it from A to B, right? And now, when I that, not very long ago, it was fancy Chinese restaurant in New York City sent us their Peking duck experience that they made for Goldbelly. And I was in tears. I was in tears because it was so beautiful. They put it in in gold packaging. You could tell that it was special. It they made me feel like so appreciative for for them putting the time and thought and creativity into that package just to sell it on Goldbelly. And that’s like a dream come true. I never imagined in a million years that that would be the case and that that is a pinch me moment for me constantly. Joe records me whenever we get a box, and I start like it is not uncommon for me to receive a box that is just like a mind blowing bite, or the way that they package it. And I just start crying, because I just can’t believe it.

Kara Goldin 26:54
I love it. So what trends are you seeing now on Goldbelly that that you want to share it. Obviously, the holidays are coming around the corner too, but maybe, what are the top ones that consistently people are

Vanessa Torrivilla 27:10
ordering, you mean up for the holidays, or just in general,

Kara Goldin 27:15
or just in general, actually, both questions. So the holidays, but then also, what, what are you seeing is kind of the top seller.

Vanessa Torrivilla 27:22
I mean, one of the things that I’ve learned with Goldbelly, like, like, I told you when Joe first started the idea, I just thought he just wanted to eat all the food we should have named the company, Joe’s belly. This is what I but when I realized is that, like, people really, truly show each other love with food. When somebody gets sick, when somebody gets married, when someone is hosting people what like, they really do take the time to think about the person and think about what they like, and pick something on Goldbelly and send it. And I remember in the early days reading gift messages. I probably wasn’t supposed to, but I did. I don’t anymore, but I used to read the gift messages. And the gift messages were always such a beautiful reminder as to like, Hey, I am sending you this because remember when we had this in New York City in 1996 and I just that that, to me, is one of the most important, you know, missions of our company, which is allowing people to share food with other people, to show love with food, to just make someone smile because you surprise them with a box of cookies. So I think that for every single occasion, you want to either celebrate someone or celebrate a moment, or create a memory or show someone love, and so like food is at the center of it, and that’s what we’re perfect for. In terms of categories. During the big holidays, people are there’s certain group holidays. So you have, like, Thanksgiving and Christmas dinner, and then you have, you know, Lunar New Year, and then even Super Bowl. All of these things are events where people get together and they want to have a beautiful, memorable moment with very amazing food. And like, you know, that’s, that’s what we’re perfect for.

Kara Goldin 29:21
Yeah, definitely. Rosh Hashanah, I mean, there’s, there’s definitely Passover and plus, I mean, I think that that you have every event covered, you know, under the sun, which is amazing, yeah,

Vanessa Torrivilla 29:38
there’s certain. And even, like, you know, even, uh, we’re Jewish. I converted to Judaism when I got married to my husband. My mom is very Catholic, and the fact that she can go to Goldbelly, and she knows what’s appropriate to get us for Rosh Hashanah or young Yom Kippur, because she wants to, like, be a part of it, even though she doesn’t know. Much about it, like we take a lot of pride in curating the best of the best for each and every occasion. So you get it right,

Kara Goldin 30:09
definitely. Well, I think that’s, uh, that that’s so true. I mean, I’ve, I’ve definitely done that as well. And I think that there’s so many occasions and where you can be educated on your site too, just to send people gifts that you know that are totally appropriate. I love that. So last question, looking back, is there anything that you would do differently knowing what you know today? I mean, you’ve scaled, you’ve launched a company. You’ve scaled a company successfully, you’ve you’ve done all the things that women aren’t supposed to be able to do. Raise capital. You know, it’s, it’s a, you’ve obviously got a great co founder too. And I think you, you work with your husband. I’ve worked with my husband as well. It’s like all these things that no one is supposed to be able to do, and you’ve done this. Is there anything that you think about that maybe you would do differently?

Vanessa Torrivilla 31:10
I think that I’ve learned the most from the mistakes and the missteps that we’ve that we’ve made. I had never grown a company. This is the longest job that I’ve ever had period, right? I don’t think that I would do anything differently. I wish I kind of knew that, you know, 11 years in, I would still be doing this. I had no idea. But I think that, you know, like, what I did right was I just followed my passion, and I just followed opportunities and places and people who made me happy, and that’s how I ended up here. Joe made me happy. I moved to New York, you know, he had this weird idea, I give it a try with him, because I thought it would be fun. We moved to San Francisco, because I’m like, Ah, it’s an adventure. I think the fact that I was very fluid in like, taking all the risks that I took and was always just kind of like seeking my joy, seeking my next, you know, experience, without really thinking about consequences. I did not think about consequences. I did not think about my age. I did not think about anything. I did not think about what should I be doing in my early 30s that I’m not doing right now. I’m just like, I moved to San Francisco before, even knowing that we were going to be together. You know what I mean? Like, it didn’t matter. I just followed my passion. And so I don’t know, I don’t think I would do anything differently.

Kara Goldin 32:40
I love that. Well, Vanessa, it’s such a pleasure having you on and finally getting a chance to meet you live. So thanks for sharing the journey and all the incredible stuff that you’re doing at Goldbelly. And to our listeners, thanks for tuning in. Be sure to check out the show notes for more info on Vanessa Goldbelly and everything we discussed today, and as always, if you enjoyed this episode, don’t forget to rate and review the Kara Goldin show. We’re super excited to bring you these awesome, really inspiring guests. So thank you again, and have a great week.

Vanessa Torrivilla 33:14
Thank you, Kara. That was so fun.

Kara Goldin 33:16
Thanks again for listening to the Kara Goldin show. If you would please give us a review, and feel free to share this podcast with others who would benefit. And of course, feel free to subscribe so you don’t miss a single episode of our podcast. Just a reminder that I can be found on all platforms. At Kara Goldin, I would love to hear from you too. So feel free to DM me, and if you want to hear more about my journey, I hope you will have a listen or pick up a copy of my Wall Street Journal, best selling book, undaunted, where I share more about my journey, including founding and building. Hint, we are here every Monday, Wednesday and Friday. Thanks for listening, and goodbye for now. Bye.

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