Lawless turns to GoTab to aid in the ordering and POS process for their guests and staff.
When Ben and Whitney Wallace decided to open Lawless Brewing Co., they were entering a new landscape. As Emmy-winning producers, they were well-versed in logistics and execution, but were less familiar with hospitality operations and scaling a beer business. They turned to GoTab to aid in the ordering and POS process, and the commerce platform soon became a trusted partner in streamlining payment and ordering at their new location.
Compared to other services, GoTab provided attentive customer service, customizable technology, and the ability to run with minimal staff.
Above-And-Beyond Customer Service
In the final days before opening their North Hollywood location, the Wallaces had a last-minute change-of-heart. Their current, non-GoTab POS system didn’t allow customers to leave a tab open without leaving a card, and they needed this function to provide exceptional service during the pandemic. They contacted Director of West Coast Operations at GoTab, Ashley Frausto, and asked if a partnership was still possible. She sprang into action to order the needed equipment and train staff on the platform in time for the soft opening. Though there were additional headaches and shipping delays, Frausto maintained a positive attitude and aided them to the finish line, ensuring the Lawless team was happy and ready for the big day.
Customizable Tech
GoTab offers a text-to-guest feature that alerts customers when their beer orders are ready. Rather than having too many runners on the floor or running the risk of forgotten orders, Lawless instead has visitors get a text when their order is at the bar. This also frees up the beer experts to talk to people about the different brews and taste profiles.
“The team has helped us a lot when it comes to customizing the menu and implementing our membership rewards program,” said Ben Wallace, Owner of Lawless Brewing. “We thought it would be tough to keep track of so many phone numbers, but GoTab made it easy. Now our members can come in and get their discounts without a problem!”
Nimble Staffing
Lawless was also able to keep their staffing needs low due to GoTab’s seamless ordering capabilities, something that is crucial during the ongoing restaurant staffing shortage as states begin to reopen. As a new brewery getting on its feet, it was essential to minimize costs as much as possible. With GoTab, the large-scale brewery is able to host many more folks at once than without the technology, something Wallace is taking into consideration as restrictions on dining ease.
"Many have asked whether we’ll keep working with GoTab after California more widely opens up or return to a more traditional service model. We definitely believe we’re going to stick with GoTab due to how well it’s working during our soft launch"
Ben Wallace, Owner of Lawless BRewing
Lawless Brewing Co. is bringing a wide array of beer options to the North Hollywood neighborhood, with a special focus on pilsners and more classic brews. The Wallaces hope to provide the neighborhood with a large community gathering place and spot to kickback, something the area was sorely missing. GoTab can’t wait to continue innovating alongside them!
Tap Room Playbook Episode 2:
When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.
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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