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The magazine for Intelligent Business Systems clients
Issue 8 Spring/Summer 2009
Nice ‘n’ easy for Eco and Esca POSLink shows loyalty pays StockLink just the ticket for top ski resorts The right ingredients for Moleface Pub Co
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Welcome to Impact 8 A warm welcome to the Spring/Summer edition of Impact, which is designed to show you why we’re the professional’s choice for epos and enterprise management solutions in the hospitality, leisure and retail sectors. As everyone knows, we’re all operating in unprecedented economic circumstances and we can either react by doing nothing and hope for the best or we can proactively seek to improve the way we do things in our businesses. At IBS, we’ve got the tools to help you do the latter. We’ve launched POSLink to great acclaim and introduced innovative ways to help our clients increase sales and turnover without having to invest small fortunes in marketing. You can read about them in this magazine, visit our new website (www.ibs-systems.co.uk) or see us in person at the forthcoming BAR 09 exhibition at Earl’s Court, London (June 23/24 2009). Elsewhere, our contributors cover the great British gastro pub, skiing in Europe and eating out in London. We’re grateful as always for their contributions. We hope they and we continue to give you plenty of food for thought. Dee Powell, editor, Impact Front cover: Sami Wasif, owner of London’s Eco and Esca restaurant, takeaway and retail chain. Impact is published on behalf of Intelligent Business Systems (St James Road, Brackley, Northants, NN13 7XY, 01280 709 400) by AFC (www.afc-uk.org, 0161 798 8810). If you have any comments or feedback, contact me on 01280 709 400 or e-mail me on deeP@ibs-systems.co.uk. We’re always delighted to hear from you.
News from IBS POSLink gets professionals big nod of approval POSLink, a fully integrated, feature-rich touchscreen solution, has been acclaimed by hospitality and catering industry professionals as one of the easiest to use and manage since its launch at the end of last year. It’s already proving to be a hit with several IBS clients including Cantaloupe, Benugo, Clapham House and MYA Consulting. Feedback has been extremely positive with many epos professionals looking forward to untapping the full potential of its various modules. Clint Welsh, IT manager at the Cantaloupe Group, which runs top London venues like Camino, Cargo, the Market Place and the Big Chill Bar, said: ‘Our business is all about giving our customers incredible value for money so we’re always running plenty of promotions. These are made a lot easier and more effective with POSLink managing and tracking our discounts and numerous other exciting offers.’ These sentiments are echoed by Carlos DeAbreu, who is responsible for epos systems at the Clapham House Group,
the chain responsible for the GBK, Real Greek and Tootsies brands. ‘We’re looking to cut the amount of work needed to be done by the front of house staff by at least half, a considerable saving in time and resources through using POSLink’s loyalty module,’ says Carlos.
See page 10 to discover the many benefits of POSLink’s loyalty module 2
ECO & ESCA gives IBS adaptability thumbs up
A Clapham-based restaurant, takeaway and retail chain responsible for the Eco, Esca and Absolutely Starving brands has installed an IBS solution to run, manage and report on three different elements of the business. Charmaine Wasif, who runs the business with her father, Sami , said: ‘Our expectations are very high because we run a very complicated business that includes eating in, taking out and retail as we’re a restaurant, a supermarket and a takeaway all in one. Fortunately IBS more than rose to the challenge, proving to be adaptable and very good at understanding exactly what we were after.’ Charmaine Wasif writes about the benefits of IBS adaptability on pages 4 & 5
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Rocca puts IBS on the menu Rocca, an exciting new Pizzeria housed in part of Christie’s former auction house in South Kensington, London, has installed a complete epos solution from IBS including POSLink touchscreen terminals, StockLink software and kitchen printers. The restaurant, named after a small village in the Alban Hills south of Rome, is designed to capture the essence of Italy with its live charcoal grill giving the food incredible flavours. All pastas, pizza bases and breads are prepared in-house. Joint owner Pablo Ramis said: ‘We want the front of house experience to be close to perfection. That means getting everything else spot on, including the reporting and business sheets and support from our epos consultancy.’
BAR 09 DATE FOR IBS
TUI Ski resorts pick IBS IBS has installed StockLink professional software and a head office solution for TUI Ski, a division of TUI Travel, one of the world’s leading international leisure travel groups. The installation took place at the end of last year in time for the current skiing season. Systems were installed in the busy resorts of Tignes, Meribel, Val D’lsere, Les Deux Alpes, Alpe D’Heux and Val Thorens where TUI Ski has bar brands like Crowded House, Dick’s Tea Bar, Foret Bar, Secret Bar, Sphere Bar and Viking Bar. Christophe Avoine, the resort bars accountant for TUI Ski, picked IBS for the levels of service and accuracy of its reporting. ‘Together, we have improved our performance and accuracy on our GPs. We are still training and encouraging our managers to correct and adjust the settings (for example, product versus PLUs and prices) - but just like skiing it’s a matter of starting on the easier runs before tackling the
IBS will be highlighting its acclaimed POSLink touchscreen technology and the versatility of its StockLink software suite when it appears at the Bar 09 exhibition at Earl’s Court, London later this year (23/24 June 2009) on stand number C33. ‘Bar 09 is a great chance to show visitors to the exhibition exactly why we’re the professional’s choice for the hospitality industry. Not only do we have the best combinations of software and technology currently available on the market but we also have the knowledge and experience when it comes to deploying systems in busy hospitality environments,’ said Dee Powell, IBS’s commercial director.
IBS LAUNCH NEW IMPROVED WEBSITE
more difficult slopes. The good thing about using a professional outfit like IBS is the quality of the support they offer from recovering data to amending reports and clearly and definitively identifying areas for improvement.’ See pages 6 & 7 for more about the IBS and TUI Ski partnership
Award-winning Moleface pub co goes with IBS Moleface, the new Nottinghamshire pub co which champions buying locally grown seasonal produce, has asked IBS to install a complete epos solutions for its three pubs, the Larwood & Voce, the Lord Nelson and the recently opened Wollaton. Managing director, John Molnar, said: ‘While we rightly source our food locally, we went further afield to make sure we picked the right epos provider, commissioning IBS to specify and install our system. We did have an advantage with the selection process as two
IBS...in brief
of my partners, Matt Saunders and Simon Patterson of Fat Cat Group, already use IBS for their cafe bar chain.’ John Molnar explains why IBS were the natural choice for his gastro pub chain on pages 8 and 9
MOD deploys StockLink at new OCS Bristol facility The Ministry of Defence’s new OCS facility at its Defence Equipment and Support (DE&S) complex in Abbey Wood, Bristol, will be deploying StockLink throughout its catering operation, writes Carla McKenzie of MYA Consulting. The system has been designed to strict security standards and uses handhelds to control wastage, stock deliveries, transfers and purchasing.
IBS has relaunched its website (www.ibssystems.co.uk) to give hospitality, retail and leisure professionals the best possible insight into the versatility and flexibility of its epos and enterprise management solutions. The easy-tonavigate www is designed to provide visitors with all the necessary answers about IBS’s impeccable credentials as the professional’s choice for cuttingedge systems for the hospitality, leisure, catering and retail sectors. ‘The epos market is extremely competitive and it’s well worth businesses doing desk research first to see who is out there and what they offer. Our aim is for the site to be more than just a brochure on the web. It will be regularly updated to showcase all our latest news, product developments, solution innovations and client case studies,’ says Gareth Powell, IBS’s managing director. ‘Once you’ve had a look, tell us what you think. We’re always delighted to have feedback about what we do.’
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It’s a family affair with all the right ingredients
Charmaine Wasif enjoys the hustle and bustle of a busy, successful family restaurant, takeaway and retail business so much that she turned her back on a career in architecture. Here she tells Impact about the involvement of IBS in their family affair. 4
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My father, Sami Wasif, came to this country from Egypt and initially worked in the busy, bustling London hotel trade, although it was always his ambition to open and run his own business. Like many immigrants of his generation arriving in England, he had a huge amount of energy, a thirst for knowledge and a commitment to succeed - no matter what he decided he wanted to do. That his chosen entrepreneurial career revolved around food and hospitality was perhaps inevitable. After all, Sami was born into a large family where generosity and hospitality are second nature. Whatever business he ran, it would reflect the true spirit of the values he held so dear. Not surprisingly, Sami chose to buy into and run an existing pizza business, learning all the nuances and intricacies of preparing and cooking on the job. Being Sami, he was only interested in providing the best he possibly could when it came to satisfying the taste buds of his customers. Fortunately, he has a natural curiosity that drives him to constantly challenge and push the boundaries of people’s expectations of food. The word ‘satisfactory’ is not acceptable in any of our restaurants and delis as that falls well below our own expectations. That’s why my father constantly interrogates the way we do things like questioning the flour, recipes and toppings to ensure our food is always exciting and memorable. And has widened our offering way beyond the pizza - though it still remains at the heart of our proposition. When customers eat with us, it has to be an event that they will tell their friends about in mouthwatering detail. After all, word of mouth
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‘Sometimes I want a hundred different things at once but they kept our feet on the ground with realistic schedules and objectives. Others, less committed to their own standards, might be less scrupulous.’ Charmaine Wasif Two of a kind - Charmaine and Sami Wasif.
is the best form of advertising. Not only must the food tickle the taste buds but the ambience inside should be warm, welcoming and hospitable, suitable for both larger groups and more intimate gatherings. The success of this approach is reflected in the popularity of our Eco and Absolutely Starving restaurants. We have several across London although our spiritual home remains in Clapham where Sami opened his first Eco. Clapham High Street is also the location for Esca, a delicatessen serving a variety of European delicacies for breakfast or lunch with the emphasis on healthy, tasty, imaginative food. Esca is my baby and I hope the ingredients that make Eco and Absolutely Starving so popular are mirrored here. Certainly, I think my commitment to excellence is in the genes because it drives everything we do since we’ve launched Esca. Although I am a trained architect by profession and adore the practice, the hospitality, catering and retail industry has got a real hold on my imagination. To be honest, nothing beats the buzz and full-on excitement of running your own catering and retail operation. Personally, I love being loud and having the chance to express myself - through our staff and our whole concept. It must be in the blood. Anyone visiting Esca can see the passion that drives both my father and myself. My goal with Esca is to create an Aladdin’s Cave packed full of specialist foods from across Europe, great cakes,
Brilliant bespoke hampers are just one of Esca’s mouthwatering highlights.
pastries and coffee. Shelves up to the ceilings are crammed full of wonderful temptations - from exotic tins, oils, coffees and numerous other treats like bespoke picnic hampers. Just as important as getting the brand concept spot on is the need to have the necessary business controls in place to make sure our efforts produce optimum profit and eliminate waste and inefficient practices. Originally in our early days we had those wonderful tills which were great for music with their lovely tunes. A few strobe lights and it would be party time although they weren’t very effective business management tools! For this we need an effective epos system that gives us the information we need to run a better business and our first stab fell short of our expectations because we run a very complicated business that includes eating in, taking out and retail. In short, we’re a restaurant, a supermarket and a takeaway all in one. Fortunately, we hooked up with Intelligent Business Systems. Gareth Powell and his excellent team not only had a first class tried and tested solution but just as critically, the experience of what an operation like ours required. What I personally like is the adaptability of IBS. They take on board many of our comments and appreciate that we are the experts in what we want our system to do for us. At the same time, Gareth's wisdom and vast experience in this industry means that he really picks up on and adds value to our comments. By making this real for us, IBS adds huge value to the system for our new and existing clients. They knew how to accommodate three different sets of sales, eating in, taking out and retail. Knew what real time information we needed to be able to make genuinely educated decisions. Knew how to de-complicate a complicated business. They understand the hospitality industry inside out and took a very methodical approach. Sometimes I want a hundred different things at once but they kept our feet on the ground with realistic schedules and objectives. Others, less committed to their own standards, might be less scrupulous. They follow their own processes, explaining the solution is only as good as what you put in to it. Their approach, especially in such difficult trading conditions, is to be applauded. 5
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The French Alps is one of Europe’s busiest, most upmarket skiing regions. Busy resorts like Tignes, Meribel, Val D’lsere, Les Deux Alpes, Alpe D’Heux and Val Thorens attract millions of holidaymakers every year where the off-piste atmosphere at bars like TUI Ski’s Crowded House, Dick’s Tea Bar, Foret Bar, Secret Bar, Sphere Bar and Viking Bar is just as important as the dramatic, challenging ski runs. And when TUI Ski wanted to install a more effective epos solution they called upon IBS - who quickly sped into action.
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The Client TUI Travel plc, the result of a merger between First Choice Holidays and the Tourism Division of TUI AG, is one of the world’s leading international leisure travel groups operating in over 180 countries with more than 30 million customers. Its ski division includes Europe’s biggest ski operator, Crystal. It also includes the First Choice Ski and Thomson Ski brands. The division caters for all types of customers and budgets from families seeking affordable ski breaks to the luxury end of the market. Popular destinations include France, Austria and Switzerland. Top ski resorts for 2009 include Whistler, Canada, Formigal, Spain, Ischgl, Austria and Ylläs in Finland.
TUI SKI RUN JUST THE TICKET FOR IBS ‘I’ve been working for TUI UK for several years since moving from the Mountain Trading Company to work at Dick’s Tea Bar Meribel and Val d’Isere. I was already a great fan of StockLink having worked with the epos solution for three years with the Mountain Trading Company and knew what it could do and how it was an essential aid to decision making and extensive accurate reporting. However, TUI UK selected a local system which hasn’t been as effective or accurate with its reporting. Fortunately from my point of view we returned to IBS and StockLink at the end of November 2008. We have invested time and energy training managers and have a manager within the team who can handle a lot of the internal assistance and issues. The good thing about using a professional outfit like IBS is the quality of the support they offer from recovering data or amending reports to clearly and definitively identifying areas for improvement. Together, we have improved our performance and accuracy on our GPs. We are still training and encouraging our managers to correct and adjust the settings (for example, product versus PLUs and prices) - but just like skiing, it’s a matter of starting on the easier runs before tackling the more difficult slopes.’ Christophe Avoine (left) is the resort bars accountant for TUI Ski, which is a division of TUI Travel plc.
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‘As you would expect, I like the IBS system a lot. It has all the gears for a manager to analyse the business in depth and enables them to take operational decisions based on fast accurate reports. We’ve only really explored its potential this winter. I am looking forward to seeing its impact once we are able to organise and engineer the setup, where all the deals and the PLU's managers want are created, thought about and developed before the season starts. Next season I’m looking forward to a quicker accounting system, better control and easier decision making thanks to the reports as we build on the good and very efficient support we’ve had from IBS.’ Davide Pontini is responsible for The Secret Bar (Les Deux Alpes) and the Sphere Bar (Alpe d'Huez).
‘TUI Ski is involved in running some of the most stunning resorts stretching across one of the most prestigious skiing areas in the world - our challenge was to install completely new systems including software and hardware terminals and associated kit without interrupting the flow of its business. Although it was a tough ask, we actually love this sort of project because it genuinely tests our organisational abilities and our professionalism. Our job, which includes liaising with both the client and the data cabling contractor and setting up StockLink solutions at eight sites with a head office to manage them all, means we have to be at the top of our game. Obviously driving 3,200 miles across Europe means we had to have everything we could possibly envisage with us when we travelled, so we were carrying duplicates and triplicates of every possible spare part. Although we’re working, it was great to see such incredible sights. Not that there was too much time for sightseeing. We were running to a very tight time schedule where every minute counted - and it was like our very own black run.’ Justin Atkinson, IBS project manager.
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Serving up
the perfect recipe for the great British Gastro Pub When it comes to sourcing food for his new gastro pub chain, John Molnar, far right, managing director of the award-winning Moleface Pub Company, champions buying locally grown seasonal produce. However, the same rules don’t necessarily apply when investing in an epos solution as he exclusively explains to Impact.
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The ethos of the Moleface Pub Company food policy is pretty simple really. Buy quality local produce so we can use the freshest available ingredients, adapt our menus to accommodate seasonal changes and minimise the time between taking produce from field to fork. Our approach to food encapsulates our drive to reinvent the customer experience in and around Nottinghamshire so they can enjoy the atmosphere of the good oldfashioned pub with an exciting, adventurous menu that wouldn’t be out of place in London’s traditional Gastro equivalents. We’re lucky that our pubs have so much great food close to hand. From the thriving pork industry in Nottingham to Leicester’s famed dairy production and Derbyshire’s sheep and arable farming, our region is abundant with fantastic produce. As the former Exec Chef of the awardwinning Bluu group, I’ve seen first hand the value of having a good relationship with local
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farmers, growers and producers. We’ll work really closely with them and take full advantage of their immense knowledge and experience. The result is that our menus at the Larwood & Voce, Lord Nelson at Burton Joyce and the newly opened Wollaton virtually write themselves, showcasing the very best produce currently in season. This commitment to sourcing local produce sees the teams at the Larwood & Voce, The Lord Nelson and the Wollaton embarking on a West Bridgford allotment project where our establishments’ vegetables will be grown within striking distance of their kitchens. Already this philosophy is paying dividends with a batch of awards being scooped at our pubs. The Larwood & Voce won a hat trick of top awards at the Nottingham Restaurant Awards including 'Best Pub Food', 'Best Local Produce Menu' and 'Nottinghamshire Young Chef of the Year'. The winner of the latter gong, Nichola Thompson, heads our team at the Lord Nelson, which we opened last year. The pub has already been a beneficiary of a superb accolade from Glenfiddich Food & Drink Awards Restaurant Critic of the Year, Terry Durack, who says we serve the 'best chips' in the UK. Terry said: ‘Memorable versions were plentiful, but deep down, I like my chips a little less perfect, a little misshapen, cooked in beef dripping and tasting of potato. The award goes to Nottingham’s Lord Nelson, for its £2.50 enamelled-bucket of “chips & gravy”.’ Our award was one of only 12 published in Terry's yearly round-up, ‘The Terry's' in The Independent on Sunday. The freshest possible produce is just part of our proposition to really major on the very best elements of the traditional British Gastro Pub. Our offering is designed to tempt and tantalise the taste buds, whether it’s served in a glass or on a plate. We’re talking here about homemade bread and food, chutneys, premium spirits and beers with a whole host of guest real ales and
‘One of the major reasons we can charge such good prices is thanks to the quality of our epos solution that gives us the necessary business controls and intelligence to run a tight ship at the pubs and at head office.’ John Molnar hand-pulled beers available throughout the year. We’re also offering an extensive wine list and signature cocktails as well as the choice of dining indoors or alfresco in the summer months. What’s more, we’re focusing on good prices and premium standards. Inside we’re creating a truly comfortable relaxing environment with a uniquely retro feel where customers can enjoy a casual lunch or a boozy dinner. One of the major reasons we can charge such good prices is thanks to the quality of our epos solution that gives us the necessary business controls and intelligence to run a tight ship at the pubs and at head office. However, while we source our food locally, we went further afield to make sure we picked the right epos provider, commissioning IBS to specify and install our system. We did have an advantage with the
selection process as two of my partners, Matt Saunders and Simon Patterson of Fat Cat Group, already use IBS for their cafe bar chain. IBS is an international epos player and we’re glad to work with them, accessing their experience and knowledge of the pub sector. The epos solution will ensure we remain lean, effective and cost-efficient as an organisation and that we won’t waste time and money doing the same jobs two or three times. Nor do we want to become top heavy at head office when our staffing investment and commitment should be aimed squarely at the pubs. Just as we forge great relationships with local producers, so we have done the same with Gareth and his team at IBS. Their professionalism when crossing the t’s and dotting the i’s is typical of their approach and gives us the necessary controls and intelligence to fly the flags even higher. 9
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WHAT THE PROFESSIONALS SAY ABOUT POSLink The launch of POSLink has met with considerable acclaim. Here’s what three hospitality professionals say about the easy-to-use, feature-rich touchscreen solution that's quick for staff to pick up and for management to monitor, maintain and update. ‘There’s lots of functionality and it’s really easy to use and brilliantly supported by IBS. The look and feel is great and we’ve customised the layout with our own fonts, colours and pictures on the buttons. Loyalty goes straight to the server rather than the back office which makes life a lot easier. Our business is all about giving our customers incredible value for money and running plenty of promotions. These are made a lot easier and more effective with POSLink managing and tracking our discounts and numerous other exciting offers.’ Clint Welsh, Cantaloupe Group (responsible for top London venues like Camino, Cargo, the Market Place and the Big Chill Bar). ‘We have catering clients across the spectrum so hopefully I’ll be introducing POSLink to a lot of them because from my point of view it’s easy to set up and a lot more user friendly than anything else on the market. In our business it’s easy to forget the importance of keeping technology and systems simple.’ Rebecca Maltby, MYA Consultancy (independent hotel and catering consultancy working with many of the country’s leading independent schools like Marlborough College, Gordenstoun, King’s School and Haileybury). ‘The great thing is the increased flexibility where offers are devised by the marketing department and communicated across the business. We’re looking to cut the amount of work that needs to be done via front of house staff by half, a considerable saving in time and resources.’ Carlos DeAbreu, Clapham House Group (restaurant chain operating well known brands like The Gourmet Burger Kitchen, the Real Greek and Tootsies).
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The second is the sheer number and range of different promotions and campaigns you can run, from buy-one-get-one-free to discount or cash vouchers to free coffees or a glass of wine with a three course meal. Really, anything goes in terms of being creative with your ideas. Advertising, whether it’s via television, radio, Offers during televised football matches, early newspapers, magazines or the www, includes bird complimentary bottles of wine, kids eat buying the space and paying for the clever free between four and five...the list of options is ideas to make your proposition stand out. endless. The only limit is your imagination. Even local campaigns can cost tens of thousands of pounds over a relatively short The third is the sheer flexibility and versatility period without any guarantee of success. of how and when you plan your activity. To Similarly leaflet drops, direct mail and print- extend a successful promotion that’s based in-store promotions and campaigns all working really well is simply a matter of have high costs of production like design, reprogramming, carried out in a number of artwork, photography, print and distribution. minutes. It’s equally easy to change the The answer to the problem of increasing products being promoted from a free coffee turnover while keeping a lid on marketing to a glass of wine depending upon the hour costs can be found closer to home thanks to of the day. One of the biggest questions facing hospitality, retail and leisure enterprises during periods of serious economic downturn is how to increase turnover without simultaneously seeing a correspondingly dramatic increase in marketing expenditure.
Want to find out more about POSLink and the loyalty module. Simply contact Mark at IBS on 01280 709 400 or e-mail markb@ibs-systems.co.uk
POSLink - a flexible, powerful & loyal friend increasingly sophisticated top end epos solutions.
Mark Bagnall, IBS’s senior project manager, describes how POSLink’s loyalty module can be used to boost turnover and sales without busting the bank.
At IBS our acclaimed POSLink touchscreen solution has a very neat and clever module called ‘adjustments & promotions’. There are several really great benefits associated with using a The fourth advantage is that you can run and solution like POSLink to run promotions. manage these campaigns internally without The first is the cost. There aren’t any other costs having to resort to external marketing and other than the initial investment in the module as promotional agencies. They can be set up part of the overall epos solution and maybe a little quickly in reaction to trading circumstances extra training for staff to familiarise themselves by individual outlet, brand or estate. with how it all works so it becomes second nature. For instance, the offer or promotional And while traditional forms of communication campaign is simply programmed into the system are going to be wasteful POSLink only targets with vouchers and receipts, and whatever else is existing customers and their friends. Even appropriate for the activity, printed on a thermal ‘recommend a friend’ vouchers are targeted printer straight from the terminal. There’s no at potential customers who will know about expensive artwork to produce and print. The you and your brand. vouchers carry the same weight and authority as any other printed voucher, can be branded with Better still, you can judge and assess the logos and corporate messages and easily results of your activity through the normal authenticated via the system. All the relevant business reporting of your system so you can information regarding validity and use can be quickly measure the success of promotions and loyalty campaigns. printed on the voucher.
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Customer-facing screen IBS Profile... adds new dimension Mikee Ball News that advertising revenues for commercial television stations are spiralling downwards is one of the least surprising aspects of the current economic climate. Though it’s not just the consequences of the credit crunch that is impacting on the world of television. Increasingly sophisticated dualscreen hardware terminals present new options for hospitality, retail and leisure operators to prompt, advertise and message their customers at the point of sale or service. Up-selling, special offers and promoting events and packages can be communicated via customer-facing LCD screens.
graphically-strong effective messages at a maximum of ten seconds in length. Like most successful technologies, it has to be simple and easy to use. The creation and integration of messages and images has to be able to be quickly updated by systems managers either at the individual outlet or through head office. Embracing the same sort of technology used by powerful, marketing-led supermarkets shows the hospitality, leisure and catering sectors are willing and able to innovate. The flexibility and versatility of on-screen
Age: Job title: Education: Status: Children?
34 Development Manager School of life A GOD, if the wife lets me. One wonderful child and another on the way
Q1: What do you do for IBS? A1: I am responsible for managing all aspects of programming and development for all our StockLink modules and the POSLink touchscreen epos software that we’ve just launched. It’s an exciting time because it’s a fast moving industry that’s always looking to improve.
Customer-facing screens are an effective communication tool enabling operators to automatically up-sell and promote special offers and events at the point-of-service through their epos solution, as Gareth Powell, IBS managing director, explains. The real beauty of the concept is its control and management takes place via the epos system. Operators can focus on delivering precisely the right promotional message at the right time and place to influence purchasing decisions at the exactly the right time. For example, ordering a main course in a restaurant will prompt the system to display complementary starter options specific to the menu item or side dishes (onion rings or mushrooms, for example). Similarly, in a fast food restaurant ordering one item will prompt customers to buy more. The pre-set system automatically responds to various orders so servers can focus on the customer experience without running through a tick box while they are serving. And when the screens aren’t being used to up-sell, they can carry high impact messages about special events, loyalty schemes and individual beer, spirit and soft drink brands. These ads aren’t merely showing TV commercials which customers have neither the time or the inclination to watch. Instead, the focus is very much on short, sharp,
technology controlled through an epos system will be considerably faster, cheaper and more dynamic than traditional display methods. The time and the cost needed to implement in-store POP campaigns needs no further explanation - the process from creative through to print, manufacturing, finishing, distribution, installation and mechandising is highly inflexible, expensive and time-consuming. The complete opposite of using the epos system to communicate direct with customers. These are exciting times within the world of epos as solutions become more versatile and able to accommodate many more functions beyond recording transactions and accounting for stock. Reporting procedures will show the success of promotional onscreen activity, relating sales to specific messages. Real-time data allows systems managers and marketeers to respond accordingly to maximise each and every sales opportunity. It’s going to be great viewing for us all.
Q2: What are your qualifications? A2: I’ve got a Btec National diploma in computer science and an HND in business and IT. Just as important, is the practical experience of marrying theory with the real life, real-time requirements of clients. As I’ve got a background as a stocktaker and seen StockLink from the client end. I am able to see the widest possible perspective. It allows me and the team to interrogate what we do at a level few of our competitors can rival. Q3: Previous industry experience? A3: Like I said, I used to do stocktaking and was an end user of the Stocklink software before working at IBS. Q4: How long have you been with IBS? A4: 10 Years Q5: What’s your biggest professional achievement? A5: Writing and creating the POSLink epos software. The reaction to it has been excellent to date and I hope it sets new standards for our industry for speed and ease of use. Q6: What makes IBS special? A6: A nice relaxed atmosphere for work with friendly work colleagues and understanding bosses. Q7: What is your approach to your job? A7: Delegate as much as possible! Seriously, it’s a team game and we have to trust our mutual professionalism. Fortunately I’ve got a good team around me who enjoy the challenge of what they do. 11
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FAT CAT
café bar
john lewis
We’re definitely their cup of tea. And we could be yours too! Intelligent Business Systems provides POS and enterprise management for multi-site hospitality businesses in the UK, Europe and in the USA.
s Choice l’ a n io s s e f o r The P Intelligent Business Systems, St James Rd, Brackley, Northants, NN13 7XY Tel 01280 709 400 Fax 01280 704 315
We do it for the likes of PizzaExpress, BBC, Gourmet Burger Kitchen, Fresh Italy, Peach Pub Co, Fat Café Bar, Geronimo Inns, Tootsies and John Lewis. And we can do it for you as well. Call 01280 709 400 email: justmycupoftea@ibs-systems.co.uk or visit www.ibs-systems.co.uk