Fortune.com’s story on the widespread adoption of QR codes and digital menus makes prominent mention of GoTab.
Fortune.com Explores the Growing Popularity of Digital Menus
Fortune.com’s story on the widespread adoption of QR codes and digital menus makes prominent mention of GoTab, courtesy of Eric Martino, Chief Operating Officer at ThinkFoodGroup. In the article, Eric explains how ThinkFoodGroup made GoTab’s POS for full-service restaurants a core part of their post-lockdown reopening strategy last year.
"We had to figure out how to keep people safe. People are not going to want to touch a menu, and how do we do this without having to hold a [credit] card, which puts our team in danger?"
Eric Martino, COO of ThinkFoodGroup
Increased Popularity of Digital Menus
Fortune shares that since March 2020, according to the National Restaurant Association, half of full-service operators have added digital menus accessed by scanning a QR code. GoTab has been a huge beneficiary of this transformation in full-service hospitality operating models. As a leading contactless dining solution, we’ve always operated from a digital menu paradigm. We’ve spent years perfecting the layout and organization of our digital menus. Honestly, we’re always improving. In fact, earlier this month we launched updates to our online ordering menus to give operators more flexibility.
Recent Updates to GoTab’s Digital Menus
Informed by menu engineering best practices and customer feedback, GoTab’s new menu features give operators the ability to easily display separate menus for special occasions like Valentine’s Day or Mother’s Day; or unique meal times; i.e., breakfast, brunch, lunch & dinner.
GoTab operators can now highlight best-sellers or spotlight cost-efficient offerings. This translates to a dynamic display of food and beverage options, as well as a better browsing experience, leading to higher customer spend and satisfaction. Customers have the ability to search and filter based on their preferences or dietary restrictions.
"Our operators are experiencing a huge transformation in guest ordering and dining preferences. We want to make it easy for them to flex their digital menus to give their guests a familiar, personalized dining experience."
Tim McLaughlin, CEO of GoTab
Even More Flexibility for GoTab Operators
In the Fortune article, Eric explains that while ThinkFoodGroup used GoTab heavily throughout the pandemic, they also offer paper menus for guests who prefer them. GoTab is moving quickly to ensure that operators have the flexibility to offer all available options to their guests to order and pay; whether via QR code on their Android- or iOS-enabled mobile device, or through a server using the GoTab POS. Our native features that support the ability to open, share and split digital tabs works across all ordering and payment methods.
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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