About TDn2K

In 1995, People Report™ founder Joni Thomas Doolin and a group of restaurant human resource executives from five leading restaurant chains agreed to share; and more importantly, to benchmark the key human resource statistics and workforce metrics that are critical to success and profitability. Joni knew that in a growing and competitive industry, restaurant leaders would need a reliable way to keep up. Subsequently, Joni and her team devised the survey that became the foundation for the People Report Membership. Today, People Report is the premier provider of human capital intelligence for the service industry. With a complete suite of monthly, quarterly and annual products, we track staffing levels, demographics, turnover and provide compensation analysis for our 200+ member companies.

Wally Doolin joined the mission in 2009 with a vision to deliver all the same insights People Report provided HR professionals for the operations and financial side of a restaurant business. This vision soon became Black Box Intelligence™ with metrics covering revenue, expense and consumer data. Like People Report, Black Box Intelligence is a membership based platform where we provide weekly interactive reports with drill-down capability including industry benchmarks based on the latest operational results. Black Box Intelligence currently reports on 30,000 restaurant units in six unique segments and reflects over $68 billion in annual sales revenue.

In 2013, Joni & Wally knew it was time to think bigger and integrate the voice of the consumer. In an effort to keep up with the fast-paced environment of online communication in our culture, we developed White Box Social Intelligence™ the restaurant industry’s first location-based social media listening platform to combine traditional engagement and measurement tools with operations, sales and competitive data analysis

The three platforms came together under the same umbrella of TDn2K ™ (Transforming Data Into Knowledge) in 2013. Our members have discovered that when they view their brand from these three perspectives – human capital performance, financial capital performance and brand experience – they can uncover powerful insight to the health and wealth of their business. Our goal is to be a catalyst for our member companies to balance people and profits and make the best business decisions resulting in best in class performance results.

TDn2K Leadership

Joni Thomas Doolin

Founder & CEO


Wally Doolin

Chairman & Founder


Victor Fernandez

Executive Director of Insights and Knowledge


Michael Harms

Executive Director of Operations and Compliance


Larry Hill

Chief Technology Officer


Melissa Doolin-Koehne

Executive Director, Business Development


Bob Rycroft

Managing Director


Kevin Wheeler

Chief Financial Officer