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Easily Transform Hospitality Operations

Accessing New Revenue Streams Through The Addition of Catering Offerings and Transition to Grocery and Retail Markets

As winter weather, local restrictions and shutdowns start challenging hospitality operations across the country, restaurant commerce platform GoTab is helping operators pivot and seamlessly transform their business operations, from adding catering services for the holiday season to transforming restaurants into retail markets and grocery stores. GoTab’s unique features and key integrations also allow operators to run profitable operations and easily pivot between dine-in service, takeout, curbside pickup and delivery, catering and retail market services. 

With the holiday season in full force, GoTab’s menu management features and group ordering capabilities are helping operators create and offer catering services, generating a much-needed new revenue stream to replace the financial shortfall of a socially-distanced holiday season. On the back end, a feature-rich Kitchen Display System answers all operators’ needs, with easy customization ensuring that kitchens are running smoothly and efficiently.

As dining rooms start shutting down in parts of the country, operators are now, more than ever, looking to leverage their indoor space and transform restaurant operations to address and serve the needs of their local communities. Back in Spring 2020, Farmers Restaurant Group moved quickly to transition all 7 locations of their restaurants into The Founding Farmers Market & Grocery. GoTab was instrumental in helping them create an online system for prepared food items and grocery items, which customers could order for curbside pickup. They leaned heavily on GoTab’s pacing functionality to control the number of orders allowed per time slot, and GoTab’s two-way text communications to connect with customers. The platform also gave them the ability to design different menu layouts, entice customers with category and product images, strategically sort menu items and set up efficient internal systems with short names for packing slips. 

Through the data compiled through GoTab, the marketing team at Farmers Restaurant Group was able to build a robust CRM strategy, create special offers and implement cross-promotional opportunities. They partially replaced some of the revenue lost to indoor dining, and continue to see success, with more than 1,000 grocery items available for purchase and, during the first few weeks, almost $125k generated across 5 units every day. “We had no shot at surviving with just restaurant takeout. Now, we’re looking at a chance to build a new company, a farmer-owned food and beverage provider, with compensation structures to create a stable living wage,” said Dan Simons, Co-Owner of Farmers Restaurant Group. 

With excellent customer service and maximal flexibility, GoTab is the ideal partner for operators to navigate current and future restrictions as well as easily reimagine business operations to  full-service dine-in, takeout and delivery, catering, retail markets and more. 

About GoTab, Inc.

GoTab, Inc., a Restaurant Commerce Platform (RCP), is helping large- and mid-sized restaurants, breweries, bars, hotels and other venues run lean, profitable operations while making guests even more satisfied. GoTab uniquely allows patrons to order and pay through a server (without a smartphone), or order and pay directly from their own mobile phones, or blend the two experiences all on one tab, through its easy-to-use mobile point-of-sale (POS), contactless ordering and payment features, and kitchen management systems (KMS). The guest never has to download a mobile app or create a password. Operators get industry-leading features and actionable data that can be rapidly deployed and adapted to their unique requirements for dramatically reduced costs. Founded in 2016 and based in Arlington, Virginia, GoTab serves hundreds of national, regional and local full-service accounts in over 35 U.S. states. Learn more at https://about.gotab.io/en

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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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