Traditional companies today face a major challenge: How do they remain innovative without losing their foundation? This was precisely the topic of our podcast , "Founding Forward – It's Worth Being Cheeky!", with Tobias Steinbacher (CFO of Lusini) and Jan Eidemüller (Head of Lusini Digital). Their recipe for success? The courage to change without forgetting their roots.

The clever path to digital transformation

Lusini , known as an established provider of catering supplies, could have simply relied on its proven strengths. But Tobias Steinbacher knew: If you don't evolve, you'll be left behind. His strategy? Anticipate change before it's necessary. That's why Lusini Digital was born – an independent start-up within the company that focuses on digital solutions for the catering industry.

This is an exciting parallel to SESES DRINKS: We, too, face the challenge of adapting our B2B experience to the B2C market. Lusini's approach demonstrates that innovation and tradition can coexist – as long as clear structures support the change.

Startup mindset in a large company? It's possible!

Jan Eidemüller knows both sides of the coin: He started out as an entrepreneur and now leads Lusini Digital. His mission? To build an agile startup within an established company. This involved not only developing new digital services but also convincing internally that this change was necessary.

His learnings are worth gold for SESES DRINKS:

• Combining structure and freedom – innovation needs scope, but also clear processes.
• Build internal credibility – change only works if the team gets on board.
• Maintain a start-up mindset – speed, testing, and customer proximity are essential, even in a large company.

Digital services as a competitive advantage

Lusini Digital demonstrates that the real game changer lies not just in products, but in digital services. Instead of just selling catering supplies, Lusini now offers software consulting and optimization for businesses.

This also opens up new possibilities for SESES DRINKS:

• ✅ Build a digital community for bartenders – with exclusive recipes, tips and new products.
• ✅ Develop AI-supported drink recommendations – to create individual taste experiences.
• ✅ Use content as a consulting tool – e.g., digital training for restaurateurs on how to optimally use our products.

Artificial intelligence: threat or opportunity?

An exciting point in the discussion was the role of AI: In theory, tools like ChatGPT could challenge Lusini Digital – but Jan emphasized that real expert knowledge and tailored advice are irreplaceable.

The lesson for us? AI is not a replacement, but an amplifier. SESES DRINKS can use intelligent tools to enhance customer experiences – without losing the personal touch.

What we take away: The three most important learnings

• 1️⃣ Balance between innovation and brand identity – change yes, but with a clear brand focus.
• 2️⃣ Use digital services as added value – not just sell, but offer real solutions.
• 3️⃣ Use AI as a strategic tool – smart automation, but without losing humanity.

Conclusion: Preserve tradition, but boldly move into the future

The conversation with Tobias and Jan was a blueprint for smart corporate development. They demonstrate that innovation doesn't mean forgetting old values—it means rethinking them.

For SESES DRINKS, this means consistently pursuing the digital path, conquering new markets with smart solutions, and always keeping the community in mind.