Case Studies

Real World Results Using GoTab - Stone Brewing Shares Their Story

On Wednesday, August 12, GoTab’s Tim McLaughlin co-presented with Gregg Frazier, VP of Hospitality at Stone Brewing. Gregg is a hospitality rock star. His background in large-scale restaurants is beyond impressive. It was great to hear this candid talk about their real world results using GoTab. Gregg answered the question on everyone’s minds about contactless ordering and payment: 

How do you remove the order taking interaction with the server and still have a great guest experience?

A New Model with New Steps to Service

While they are not easy, the new steps to service Gregg describes are simple.

  • “One Team, One Dream”: We love this quote from Gregg. It’s about making sure every staff member is equally invested in guest satisfaction. Tactics like tip-pooling can help.
  • Change front-of-house roles: Now, staff need to make a great first impression and make sure everyone understands how to order. Stone trains a lot on this.
  • Increase the right interactions: Now that the guests place their own orders, increase table touches and do things like pre-bussing tables.
  • Use features like GoTab’s text feature: Stone lets guests communicate directly through by text. Team members are expected to respond in less than a minute.
  • Don’t forget to focus on a great farewell. Even though guests can leave when they are ready, don’t forget to make a good impression until the very end. 

Common Large-Scale Restaurant Challenges Pre-Covid

Before COVID, Stone had the common challenges shared by large-scale operators. They are a very large format. For example at Escondido, they have over 70,000 square feet and 700 seats. Stone turned to GoTab to answer:

  • How do you staff a large-scale restaurant with hosts, food runners, and servers without breaking the bank?
  • Will guests order themselves, or will they reject such a big change?
  • How can we increase check sizes without adding staff?

New Challenges with COVID

When COVID hit, Stone was faced with new challenges: 

  • How to sustain operations with such a steep decline in sales volume?
  • Can you still give guests a good experience with 50 percent less staff?

View the recording to hear Gregg’s thoughts on:

  • How to romance the food, the beer, the wine, in a digital environment? For several months, Stone was all digital. They took some smart steps you’ll want to see.
  • How are different age groups reacting to contactless ordering? It’s probably not what you think.
  • What happens if wifi goes down? There’s an easy answer here that Tim talks about. 

Gregg and Tim answer these questions and a lot more. 

Get the webinar recording on the Restaurants Rise Resource Center.

Download the Real World Success with GoTab - Stone Brewing Case Study presentation.

About Gregg Frazer

Gregg was responsible for launching the Impossible Burger at Umami, making them the first multi unit operator in the US to carry the Impossible Burger.

Frazer joined Umami Burger from VooDoo BBQ, where he oversaw the entire operation for the company’s corporate stores and franchise locations as the Chief Operating Officer and Corporate Chef. A long established industry veteran, Frazer’s long career as a chef and restaurant executive has taken him from fine dining establishments such as Le Bec Fin in Philadelphia, to the Four Seasons resorts in West Palm Beach, Florida and Sydney, Australia.

Frazer holds a culinary degree from the Culinary Institute of America in Hyde Park, New York, and an MBA from National University in La Jolla, California.

About Stone Brewing

Stone Brewing has come a long way since opening in 1996. We have grown from a small microbrewery into one of the largest craft breweries in the United States, employing more than 1,100 amazing women and men. From the beginning, our goal has been to brew outstanding, unique beers while maintaining an unwavering commitment to sustainability, business ethics, and the art of brewing. 

About Tim McLaughlin

An experienced executive and board member, McLaughlin led Siteworx, Inc., a mid-sized digital experience agency with clients including PayPal, Goldman Sachs, VeriSign, Bain & Co., and Thermo Fisher Scientific, to a successful PE exit in 2012. Subsequent to Siteworx, Tim co-founded and operated Caboose Brewing Co., an upscale brewery and farm-to-table concept based in Fairfax, Virginia. Many of GoTab’s most important features were incubated at Caboose.

About GoTab

GoTab, Inc., the contactless order and payment platform, helps large & mid-sized restaurants, breweries, bars, hotels and other venues optimize their front-of-house service models using low-cost, agile technology. Patrons scan a QR code directly from their mobile phones, order items via online menus, and pay securely, all without downloading an application or interacting with a server. Founded in 2016 and based in Arlington, Virginia, GoTab serves hundreds of national, regional and local full-service accounts in almost 30 U.S. states. Learn more contact us.

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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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