Dallas-based Craftable, a hospitality technology company founded in 2015, has appointed David Cantu as its new chief executive officer. The company says the move is part of a broader leadership expansion aimed at scaling operations and accelerating its innovation roadmap.

Craftable’s cloud-based platform is used by hotels, restaurants, resorts, bars, and casinos to streamline operations and drive profitability.

Cantu brings more than 20 years of experience in hospitality and technology. Most recently, he served as CEO of Black Box Intelligence and previously co-founded HotSchedules, where he spent 21 years helping the company become a leading labor management solution. At HotSchedules, he held roles including chief customer officer and helped drive sustained growth through product and customer experience strategy.

Craftable said Cantu’s experience in hospitality tech and company building positions him to lead its next phase of growth.

Zats to focus on tech, AI, and strategic innovation

As part of the transition, Samuel Zats, Craftable’s co-founder and CEO for nearly a decade, will step into a new role centered on advancing the company’s technology capabilities—particularly around artificial intelligence.

Zats will continue to lead product innovation while supporting long-term growth initiatives. The company said his new role is focused on “technology transformation and strategic innovation within the hospitality industry.”

In a statement, Zats framed the leadership change as a collaboration—not a handoff.

“This leadership extension is a purposeful expansion of Craftable’s leadership team,” he said. “By bringing David on board, we are leveraging his extensive experience in scaling restaurant technology companies to deliver impact on the innovation already begun.”

Zats added that he and Cantu plan to “forge a partnership that drives exponential growth” while maintaining a strong focus on Craftable’s AI strategy.

“My focus will remain on advancing our impact—from markets to technological capabilities, particularly in AI, where we have an unparalleled opportunity to deliver transformative solutions that will shape the future generation of hospitality,” Zats said.

New CEO: ‘Turn stressful operations into seamless experiences’

In a statement, Cantu said his background in restaurant operations, ranging from Outback Steakhouse to P.F. Chang’s, has given him a firsthand view of the challenges hospitality operators face.

“As someone who’s spent my career in the trenches of hospitality … I’ve seen firsthand the challenges operators face and the profound impact that technology can have in turning those challenges into opportunities,” Cantu said.

He added that Craftable’s team and early work made it an easy decision to join. “What impresses me most is the incredible team and the work already done to transform stressful operations into seamless experiences,” he said. “This is exactly what the industry needs, and I’m excited to partner with Sam and the entire team to take this to the next level.”

Brand refresh rollout

Craftable said the leadership change will coincide with a new brand identity rollout.

The refreshed brand is intended to reflect the company’s continued focus on innovation, curiosity, and “a grounded, value-centric approach to helping hospitality operators optimize their profitability.”

Craftable said its goal is to empower hospitality businesses with smarter, AI-powered tools that help drive better decisions and streamline operations.

 The company’s platform processes billions of dollars in transactions annually and, according to the company, helps its customers save more than $2 billion per year.

Craftable supports more than 80,000 operators through over 60 live POS integrations and 5,000 supplier connections.

Its customer base includes Pyramid Global Hospitality, José Andrés Group, Marriott International, The Dinex Group, and Sage Hospitality.

Quincy Preston contributed to this report. 

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