Ballston Startup GoTab Helping Restaurants Adapt to To-Go Ordering
GoTab is helping restaurants adapt to the changing health and safety landscape by providing contactless ordering for in-restaurant and takeout services.
The international coronavirus pandemic has put a brick on the gas pedal for one Ballston startup called GoTab, which was facilitating social distancing before it went mainstream.
GoTab locates nearby eateries and pulls up the menu, allowing customers to place their own orders directly into the business’s system and schedule a pickup. It’s more efficient than phone orders and is less costly to restaurants than delivery services like GrubHub.
“We do think the world is going to more online, it just went more online a lot faster,” said Tim McLaughlin, CEO of GoTab.
McLaughlin said the original design for GoTab was use in-restaurant for things like placing orders on your phone rather than waiting in line. It’s an idea that McLaughlin said is increasingly popular, pointing to Starbucks’ mobile order program. GoTab also benefits from having no need to create a profile or download an app.
Placing orders for takeout and delivery (by the restaurant’s own drivers) was just a side feature of GoTab, but COVID-19 changed that. McLaughlin said while the eventual goal is to get back to in-restaurant use, takeout and delivery orders have taken the spotlight.
“It had always been a feature but not something we sold by itself,” McLaughlin said. “Takeout was not usually the majority of the revenue, it was always something that was bundled along with on-premises. Now that’s changed. Because it’s cost-effective, we just kind of said ‘let’s help restaurants get online quickly and easily.'”
As also reported by Washingtonian, the company is offering its tool for free to restaurants, taprooms, breweries and others that have been affected by COVID-19 related shutdowns.
Seeing heavier use than normal, the website had some technical bumps last week, but McLaughlin said they’ve been worked out. The main struggle has been adapting the tool even further to the extremes of social distancing.
“There’s things that are different now that we’ve had to implement quickly,” McLaughlin said. “People used to come in and talk to the host, but now people are standing outside the restaurant. People might bring [food] out and never exchange cards. It’s clean and low-to-no contact, but in order for that to work, need a way to communicate without face to face.”
McLaughlin said the company took the texting tools utilized already for the hotel side of GoTab and repurposed those for restaurant use.
Even once the pandemic is over, McLaughlin said he thinks there will be a permanent impact on the restaurant industry, and more mobile ordering is going to be a part of that.
“We’re not going back,” McLaughlin said. “There’s a population shift towards using your phone to do that for a whole host of reasons, one of them is that you know your order is right because you put it in. People also don’t want to stand in line… I think this is just going to push it a lot further in that direction. People are going to be fearful for a while about germs and it’s just convenient.”
Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.
The Situation
Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.
The Solution
Reducing Staff Touch Points Without Sacrificing Guest Experience
Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.
“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.
“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group
Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.
The Benefits
Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.
Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
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