Omnivore, Hayward, Calif., announced a $10 million Series A investment by lead investors include The Coca-Cola Co., Atlanta, and Performance Food Group (PFG), Richmond, Va., with additional funds coming from Jeff Vinik, owner of the Tampa Bay Lightning hockey team. Existing follow-on investors from previous rounds also contributed. The financing will be used to accelerate current development and growth of proprietary products for restaurant brands, third-party technologies and point-of-sale (POS) companies.

“We clearly understand that the growth in the restaurant and hospitality industry is pinned to consumer and staff expectations of technology and how they use it, very similar to what happened with the travel, lodging and retail industries,” says Mike Wior, chief executive officer of Omnivore. “We’ve enjoyed playing a role enabling innovation and integration in all restaurant technology categories such as online ordering, third-party delivery, pay at the table, loyalty and labor. We will continue to enable the industry in these areas while adding new capabilities and ensuring agility and affordability.”

Omnivore will complement its universal API with two platforms—data warehousing and central menu management. Each is being designed to help unleash restaurant brands’ abilities to analyze and execute at a faster pace.

“PFG continues to leverage data and consumer insights to add value to our restaurant customers,” says Jim Hope, executive vice president and CFO of PFG. “Our new partnership with Omnivore will enable our customers to gain better access to their data, while taking meaningful technologies to our customers that address opportunities to enhance the customer experience.”

Omnivore’s new centralized menu management system addresses the increased complexity of managing dozens of digital menus across online ordering, third-party delivery apps, digital menus, kiosks and more.