Torani CEO says the 101-year-old company has never laid off staff, even as AI cuts hiring needs
Torani, a U.S. syrup maker founded in 1925, says it has never carried out layoffs in its 101-year history, even while adopting AI and automation across parts of the business. CEO Melanie Dulbecco told Business Insider that layoffs are "a choice," arguing that many companies treat headcount cuts as a simple financial exercise without addressing how they will rebuild growth afterward. Her view was tested during the pandemic, when Torani was building a new factory in San Leandro, California, carrying significant debt, and saw revenue fall 20% in April 2020 as cafes and beverage shops shut down. The company still chose not to lay off workers or place them on unpaid leave. Instead, it cut marketing, advertising and travel spending, reviewed departmental budgets, and pushed harder into online retail and grocery channels. Dulbecco said revenue began recovering in May and finished 2020 up 15% year over year. Torani now uses AI for market research, sales forecasting and demand planning. Dulbecco said the technology has reduced the need for new hires, but the company is not using it to cut existing staff, relying instead on internal role changes through what it calls "Career Mixology." She said Torani expects revenue to top $800 million in 2026.
