Case Studies

Enhanced Guest Experiences and Boosted Revenue at Craftworx Taproom


High-volume venue focused on guest centricity and enhanced beverage program

In 2021, Chris McCarrick, the visionary owner of CraftWorx Taproom in Gainesville, Virginia, embarked on a journey to redefine the taproom experience. Situated near the bustling Jiffy Lube concert venue, Chris aimed to attract its vibrant crowds. Recognizing the need for efficiency and an enhanced guest experience, he opted for technological innovation, choosing to install 70 self-pour taps by PourMyBeer. This strategy empowered CraftWorx patrons to pour their drinks at their convenience, eliminating the need to wait on busy bartenders and revolutionizing the way guests enjoy their beverages.

The Situation

Chris faced operational challenges in his first year, hindered by a POS & KDS system that impeded operations and had limited integration. A crucial requirement was a POS that enabled swift guest orders, managed high volumes seamlessly, and integrated with the self-pour wall using RFID. The former POS complicated check-ins, leading to slow operations and errors, particularly on high-volume nights. CraftWorx also wanted to address failed credit card transactions and the time-consuming process associated with reprocessing cards.

The Solution

Advanced POS Technology 

CraftWorx selected GoTab after evaluating several POS systems. The result has been a significant transformation in CraftWorx’ operations. The GoTab POS delivered a 4x faster check-in time, playing a crucial role in increasing sales and providing guests with more time for their drinks while eliminating lengthy check-out processes. GoTab's seamless integration with PourMyBeer eliminates the need for separate systems, effectively addressing and resolving CraftWorx's operational bottlenecks.

“With GoTab, my check-in time is now 4x faster which results in my guests having time to have more drinks. This has significantly increased my sales.”

Chris McCarrick

The Owner of CraftWorx

Central to the solution is GoTab's Insufficient Funds Protection, which has reduced failed credit card transactions for CraftWorx by over 80%. The once time-consuming task of reprocessing failed cards, taking 15 minutes daily, is now seamlessly automated by GoTab, reducing the time investment to zero.

The onboarding process, guided by GoTab's local account manager, was swift and efficient, providing immediate relief for Chris. The operational flexibility of GoTab enabled CraftWorx to implement distinct menus across spaces, optimizing staff scheduling and allowing significant payroll savings.

CraftWorx's guest experience was elevated with advanced features like mobile (QR) ordering, facilitating seamless tab splitting and payments. GoTab's first-party data and loyalty features empower CraftWorx to craft personalized promotions, fostering deeper connections with patrons.

"Average order size is about 15% higher than with our previous POS provider. Largely because customers are almost 3x more likely to reorder food beyond after their initial order"

Chris McCarrick

Critical to supporting CraftWorx's dynamic environment, GoTab's KDS Kitchen Display System  with robust two-way communication ensures clear communication with guests and minimizes order errors. The 2-way texting functionality within GoTab's KDS effectively addresses challenges in a space where guests can move freely from table to table, significantly enhancing order management efficiency.

Further contributing to operational excellence, GoTab's open API supports easy integration with key restaurant technology systems, streamlining tasks like automatic product syncing for CraftWorx's extensive beverage database. The transformation of CraftWorx, from operational challenges to efficiency and enhanced customer engagement, stands as a testament to the impactful solutions offered by GoTab.

The Benefits 

Accelerated Check-In and Check-Out

Check-in and check-out processes are seamlessly managed via GoTab's POS. This translates to substantial time savings for both staff and guests. 

Effective Staff Management

Implementing diverse menus with distinct schedules across different spaces has optimized kitchen staff scheduling, enabling more efficient staff utilization.

Insufficient Funds Protection

CraftWorx has achieved an impressive 80% reduction in failed credit card transactions by utilizing GoTab’s Insufficient Funds Protection.

Easy Integration with Best of Breed Solutions

GoTab’s open API allows CraftWorx to take advantage of multiple integrations with other systems, including PourMyBeer, Untappd, 7 Shifts and MarginEdge.

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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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