News & Press

GoTab Rolls Out Contactless Ordering & Payment at Food Halls

Making its debut at Union Market in D.C.

A versatile cloud-based solution, restaurant commerce platform GoTab is putting its contactless ordering and payment technology to use at food halls, starting at Washington, DC’s premier cultural destination Union Market that features local, regional and international vendors. Visitors can now skip the lines and order ahead of their visit to Union Market (for dine-in or takeout), or scan QR codes at the on-site tables to choose dishes at the various food counters within the venue. Union Market businesses such as Fava Pot and Ramen by UZU have adopted Go Tab to easily customize the platform and adapt to their fast-paced operations. 

Easy and Fast Setup for A Fast-Paced Environment

With an easy and seamless virtual deployment, operators are able to quickly access GoTab’s features. Given the small footprint of food counters and the fast-paced environment of food halls, a cloud-based solution like GoTab can be set up in less than 2 days, without the need for bulky hardware or costly add-ons to the operators’ current POS system. For Fava Pot, the team was up and running in less than 48 hours, and didn’t even have to be on-site for everything to be set up by the GoTab team.

"We really like how straightforward and easy to navigate the GoTab system is. We use tablets and printers here at our Union Market stall, and our GoTab customer service team is available at all times and always very responsive. We can text them when we run into an issue and it’s typically resolved in no time."

Stephen Samuels, Area Manager at Fava Pot

Real-Time Menu Management

Since the launch of contactless ordering in 2018, GoTab has set a new standard in contactless menu management for operators, allowing them to actively edit menus in real-time. With GoTab, operators can 86 ingredients on the menu, which automatically updates all of the published menu items that contain that ingredient. Dishes that are no longer available on the menu can be 86’d as well, and the menu resets the next day so staff doesn’t have to keep updating the menu every day on the back end. “It’s such a smart system for us and so helpful, especially during the lunch rush or on super busy weeknights or weekends,” he added.

Highly Customizable Menu

GoTab allows operators to update menus in real time and offer customization options. The platform’s intuitive design lets guests easily and seamlessly adjust and customize their orders from their phones, adding or removing ingredients or creating custom dishes such as personalized ramen from Ramen by UZU. “The contactless ordering process is very user-friendly, and works well with our Kitchen Display System,” said Donovan Pham, Manager of Ramen by UZU at Union Market. “We have found that guests who come back again order more and order faster since they know how the system works. They really love having the ability to customize their orders.”

"We’ve always had great visuals and amazing photos of our food, and found that multimedia assets are a great way to boost interest and orders. It’s also one of the reasons we’ve been able to garner such a strong following within the community of food enthusiasts in D.C. GoTab really makes it easy to make those photos the centerpiece of the menu browsing experience. They can be added to the menu in just a few minutes and really entice our customers to order from our food stall at Union Market."

Donovan Pham, Manager of Ramen by UZU

Visually-Driven Food Ordering

With QR-based contactless menus, the visual game has profoundly changed. With GoTab, it’s easy for operators to leverage multimedia to make their menus pop. Uploading and updating menu imagery is fast and seamless, and GoTab also integrates with video streaming platforms for those who want to up their visual menu game even more. For Ramen by UZU, the team heavily relied on photography, particularly on social media, to promote menu offerings, especially when they pivoted to takeout ramen kits.

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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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