We didn't set out
to build software
or hardware.
We needed it.

We run multi-unit Subway operations across San Diego — stores we've built from the ground up and operated every day since.

Here's what we kept running into: at any given moment, ~30% of our Subway phone calls go unanswered. Not because we didn't care — because the team was making sandwiches, the line was out the door, and the phone rang at the worst possible time. Every missed call was a customer who'd just order from somewhere else. Every 1-star review that sat unresponded was Google's algorithm penalizing us. Every catering customer who didn't reorder was $300+ that vanished.

We tried the usual fixes. Hired more staff. Bought call-routing software. Used review-management vendors. Each tool solved one slice. None of them talked to each other. None of them were built for an operator running 5, 10, 20+ Subway stores. So we built our own.

First it was Maya — an AI voice agent who answered every call across our stores. Then a reviews engine that auto-replied to Google reviews and asked every customer for one. Then a reactivation engine for catering customers we hadn't heard from in 60 days. Then the outbound prospecting system that brought new B2B catering accounts in.

Each piece worked in our own stores before we let anyone else touch it. That's the bar. If it didn't move the needle for us — on revenue, on reviews, on reactivation rate, on saved hours — we didn't ship it.

When other operators saw what we'd built, they asked if they could buy it. So we packaged it as Nisra, named it after a word that sits at the intersection of our family's two heritages — Sanskrit निसृ meaning support, and Arabic naṣr meaning victory — and started shipping.