Pros
Company is well-funded albeit with an insane burn rate. There are a number of very talented and dedicated people who work at Reef. Unfortunately most do not last long, either having been pushed out if they show any integrity and offer any dissenting views; downsized due to quarterly restructuring to benefit Reef’s balance sheet (as Reef asks for more investment) or leave on their own volition after realizing they have been sold a bill of goods.
Cons
Abysmal leadership with zero principles and zero loyalty. There is a difference between organized chaos and a complete lack of leadership and direction. Reef unfortunately is the latter. Ari’s response to the leadership team is that if their teams cannot handle the constant change, they should terminate them. The executive team is helmed by many former We Work execs who are helping usher the company to the same end through fraudulent claims, albeit much much faster. It is the same speech as We… “revolutionary, changing the world” “making the world a better place” while they move as fast as they can, hemorrhaging money and expanding before the fraud is found out... Reef tries to sell itself internally, to clients, as well as to the press as a tech company. It is not. The “technology" it has created simply does not work- there is zero faith in it both internally as well as with many of the clients as it is more a detriment to their business than any sort of a solution. Reef also tries to tout itself as neighborhood-focused, as a mission-driven solution for local business and industry, which again it is not- it operates at a detriment to local restaurants putting many of them out of business or using them as a dog and pony show to befriend the local government and then push them off the Reef platform as soon as convenient. The new president of Kitchens has recruited his cronies to hide the fact that he is in way over his head, which is painfully obvious to everyone except for Ari. All of this contributes to a highly toxic culture with low morale company-wide and everyone at every level fearing for their job.