Flip Videoâ€™s Inventor Launches High-Tech Grilled Cheese Restaurant C

**Waqas** · August 30, 2011

Flip video founder Jonathan Kaplan has launched his newest venture, a high-tech chain of grilled cheese restaurants.

The Melt made its debut on Monday with the opening of its first location in downtown San Francisco. It will be the first of four to open in the San Francisco Bay Area by the end of the year, with the goal of expanding nationwide in the next few years.

While grilled cheese may not seem like the logical follow-up to the Flip video camera, Kaplan has a plan. The Melt is not your normal restaurant. Sure, it serves delicious grilled cheese sandwiches and soups (they’re good — we’ve tried them), but it’s how you order the sandwiches that makes The Melt unique.

The Melt allows diners to order their meals via their mobile phones. Placing an order on your phone creates a QR code that you can then swipe in the store. Once swiped, your order appears on the “Order Board” and your grilled cheese is placed in a propriety grill with a built-in microwave. Kaplan’s goal is to go from swipe to grilled cheese in two minutes or less.

Kaplan has also thought heavily about the ingredients that make up his sandwiches. The Melt has struck unique agreements with breadmakers, cheese vendors and others to create very specific and rich flavors. A sandwich will cost you $5.95, a cup of soup $3.95 and a combo meal $8.95.

The startup is backed by some major players. Apple retail guru (and future J.C. Penny CEO) Ron Johnson sits on the company’s board. Sequoia Capital’s Michael Moritz, chef Michael Mina and Benchmark Capital’s Bruce Dunlevie are also members of its board.

We had a chance to preview The Melt last week, before its grand opening. Here are a few pictures of San Francisco’s newest restaurant. Let us know if you’re craving some high-tech grilled cheese in the comments.