Toast Brand Celebrates What It Takes To Succeed in Business Today

New Built For Busy campaign spotlights successful customers—and gives back to them with unique out-of-home activation

Apr. 16, 2026 at 12:07pm

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A minimalist, high-contrast studio photograph featuring a carefully arranged composition of premium business objects like a tablet, coffee mug, and stack of receipts, conceptually representing the abstract concepts of corporate strategy, finance, and market performance.Toast's new 'Built For Busy' campaign celebrates the dedication and hard work at the heart of successful business ownership.NYC Today

Toast (NYSE: TOST) has announced its new Built For Busy brand positioning, which celebrates the hard work, dedication, and pride at the heart of business ownership. The campaign includes live out-of-home activations in New York City that spotlight Toast's restaurant and retail customers and their impressive business metrics. Toast is also partnering with content creators to capture behind-the-scenes stories of these busy businesses.

Why it matters

Toast's Built For Busy campaign underscores the company's deep understanding of the challenges facing businesses today, and its commitment to developing technology solutions that support their success. By highlighting its customers' achievements, Toast is reinforcing its role as a trusted partner in the restaurant and retail industries.

The details

The Built For Busy campaign features a unique out-of-home activation called Windows to Success, which turns the storefronts of high-traffic Toast customers in New York City into 'living billboards.' The custom graphics showcase the behind-the-scenes bustle that goes into creating iconic hospitality experiences, highlighting the incredible scale these businesses operate at. Rather than investing in traditional media, Toast is putting its marketing budget directly back into the businesses on display.

  • The Windows to Success activation will launch on April 16, 2026 across New York City locations.
  • Toast will continue to roll out digital content featuring the participating restaurants and their teams throughout the year.

The players

Toast

A cloud-based, all-in-one digital technology platform purpose-built for the entire restaurant community.

Kelly Esten

Chief Marketing Officer and Chief Operating Officer of Enterprise at Toast.

Jeffrey Bank

CEO of Alicart Restaurant Group, which owns Carmine's.

Will Damron

A leading NYC content creator.

Justin Wu

A leading NYC content creator.

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What they’re saying

“For business owners, being busy is the point—it's the proof of progress. This dedication to building products designed to help our customers succeed in a rapidly-changing world is at the heart of Built For Busy, and shapes the way Toast builds technology.”

— Kelly Esten, Chief Marketing Officer and Chief Operating Officer of Enterprise at Toast

“Toast has been a game-changer for my business, and this opportunity to showcase Carmine's and reward the team makes me even more proud to partner with them. Tools like Toast IQ have proven invaluable for providing quick insights into performance so we can keep up with the demand our busy locations require and focus on the hospitality that makes me love what I do for a living.”

— Jeffrey Bank, CEO of Alicart Restaurant Group

What’s next

Toast is partnering with leading NYC content creators and restaurant business influencers to capture unique, behind-the-scenes content with each participating restaurant and their teams, rolling it out across digital channels throughout the year.

The takeaway

Toast's Built For Busy campaign demonstrates the company's deep understanding of the challenges facing businesses today and its commitment to developing technology solutions that support their success. By highlighting its customers' achievements, Toast is reinforcing its role as a trusted partner in the restaurant and retail industries.