About Sergio

Sergio Khoury is co-founder and CEO of Ordering.co (Ordering Plus) — an enterprise-ready, headless online ordering platform powering brands like Domino's, KFC, Starbucks, and Burger King, processing millions of orders per month. He is also building Finitless, a sister AI company automating phone and chat orders for restaurants, hotels, and creators. An entrepreneur for roughly 20 years, Sergio leads a 15-person team after scaling back from 60 to fix processes first.

What we talked about

From marketplace to enterprise ordering — How Ordering.co evolved from a marketplace solution into a plug-and-play, customizable platform for major franchises after years hardening scalability, security, and API volume.

White-glove beats self-service — Why complex onboarding, a 100% money-back guarantee, and hands-on app-store support replaced self-service — and what that means for enterprise software.

Finitless and boring work — WhatsApp and web chat agents live today; voice agents connecting to POS launch next — targeting the 25–35% of orders still placed by phone in developed markets.

Agent-ready code from day one — A upcoming vibe-coding marketplace with full source code optimized for Cloud Code, Codex, and similar tools — built for local commerce, not generic e-commerce.

Scaling with AI internally — HubSpot's API, custom sales tools, AI-generated presentations at scale, and Sergio's bet that each team member can eventually do the work of ten.

Distribution in a noisy market — Why getting restaurants to discover and try Finitless is harder than building it — and how marketplace chicken-and-egg problems get solved.

Sharpest moments

On Finitless's mission:

We are basically building AI agents that replace boring human work.

On the startup clock:

every time it's like you're 12 months away of either winning or losing and you need to move fast.

On his magic-wand wish for the team:

Getting to use perfectly, yes.

On AI as a force multiplier per employee:

every person will be like 10 persons

On third-party delivery commissions:

UberEats and Dordache take at least 30 % commission from the restaurants.

Key takeaways

• Ordering.co is headless commerce for franchises — open, integrable, and customizable where out-of-the-box vendors say "wait years for our roadmap."
• Finitless starts with work nobody enjoys: phone orders during rush hours, bathroom breaks, and busy lines — not creative jobs.
• Self-service failed for Ordering because the product has thousands of features; personal sales and onboarding won.
• Code built agent-first (lean React/Next.js, minimal admin settings) lets marketing teams extend the platform via prompts.
• Sergio cut from 60 to 15 people to fix processes, then plans to grow to 30–50 with AI multiplying output per hire.
• Specialized AI agents will replace general-purpose agent builders for vertical use cases — sign up, connect POS, done.
• Distribution and tool noise are Finitless's biggest risks in a market flooded with new AI startups.