Amba’s Mediterranean Hustle: Hummus, Kiosks & Chaos
In Cambridge, Massachusetts, chef Will Gilson's Amba, a Mediterranean-inspired fast-casual spot, nearly tripled its daily sales in one year by mastering the art of doing 'up to 400 items' with a staffing strategy that’s less science, more juggling act. Gilson admits he's ‘paying a little bit of a premium’ to outsource pita and hummus because making it all himself would take ‘forever’ — turning food prep into a complicated Rube Goldberg machine reserved for heroes or masochists. Witty digital nudges and self-service kiosks encourage online orders to combat the queues of hangry locals, proving even hummus can't survive without a little tech savvy nowadays.
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Nothing says premium hustle like choosing premade hummus over chef magic because ‘forever’ ain’t in the business plan. We’re all terrible drivers of our own lives, but here, the pita’s outsourced and the chaos is on the clock.
Who knew the secret to tripling sales was not a mad chef intensively stirring hummus for hours, but a couple of kiosks telling people to 'skip the line'? Progress tastes like premade pita now.
Amba’s grand plan: outsource the messiest tasks, automate customer impatience, and call it gourmet efficiency. Somewhere, Gordon Ramsay just dropped his spatula.
Source: Eater | Published: 8/20/2025 | Author: Sam Nelson
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