Skip to main content

What’s Cooking EP #09

5 brands & 250 locations: how Azzurri Group uses data

In this episode of What’s Cooking? host Conor Sheridan, CEO and founder of Nory, chats with Jim Hingston, Digital & Technology Director at Azzurri Group, about what it really takes to make digital transformation stick in hospitality. From integrating across five brands to prioritising projects that actually move the needle, Jim shares practical insights into building tech that delivers operational impact - not just dashboards.
By Conor Sherdian with Jim Hingston
October 30, 2025 - 35
Listen on
Play
Next
Discover practical insights into building tech that delivers operational impact - not just dashboards.
What You'll Learn in This Episode
  • Why “relentless prioritisation” is essential for digital success in hospitality
  • How to manage tech integration across multiple brands with varied needs
  • The pros and cons of building vs buying digital solutions at scale
  • How Azzurri Group uses data to drive decisions across 250 locations
  • Why team engagement is critical to rolling out new systems effectively

Meet our guest

Jim Hingston is the Digital and Technology Director at Azzurri Group, leading digital strategy for brands like Zizzi, ASK Italian, Coco di Mama, and Boojum. With 20+ years’ experience in tech and e-commerce, Jim brings deep expertise in customer-first digital innovation.

Connect with Jim.

About the host

Conor Sheridan is the founder and CEO of Nory, an AI-powered restaurant management system alongside being the co-founder of Mad Egg. Conor blends hands-on restaurant experience with a passion for tech-driven efficiency and profitability in hospitality.

Connect with Conor Sheridan
Enjoyed the Episode?

Enjoyed the episode? Read our blog for more stories and insights from hospitality leaders.

Curious about how Nory helps brands run smarter, more profitable operations?
Speak to our team to learn more.

Another helping?

Headline
The fast and furious arrival of Dave’s Hot Chicken to the UK

In this episode of What’s Cooking? Neil Remedios, Operations Lead for Dave’s Hot Chicken UK and Ireland, joins Conor Sheridan, CEO and founder of Nory, live from the 2025 Hospitality Tech Expo to unpack the fast, furious journey of scaling one of the world’s hottest QSR brands, under the Azzurri Group umbrella. From why a copy-and-paste localisation isn’t always possible, to launching 7 sites in under 12 months, Neil shares how operational discipline, team culture, and strategic systems fuel sustainable growth.

Headline
Inside Blacklock's People-First Growth Strategy

In this episode of What’s Cooking? Conor Sheridan, CEO and founder of Nory, sits down with Maria McCaan, Operations Director at Blacklock, to uncover how the brand has grown without compromising its people-first ethos.

Headline
How Chaos Helped Giggling Squid Thrive

In this episode of What’s Cooking? Conor Sheridan, CEO and founder of Nory, sits down with Darko Salaj, Operations Director at Giggling Squid, to uncover the unconventional strategies behind the brand's rapid expansion. From thriving amid Covid to rejecting corporate rigidity, Darko shares his unique approach to operations, leadership, and scaling sustainably.