Target Niche Verticals To Boost POS Revenue

Oftentimes as a VAR, you might think that the hardware and software you sell can, with some ingenuity, be tweaked to fit applications slightly outside the product’s typical usage. For instance, many hospitality VARs might sell one software solution to all types of restaurants. While this might work many times, there are other times when you could be doing yourself a disservice. Another VAR might have different software solutions to fit the needs of different restaurant types. A good example of this can be seen in a recent installation for Pollenzo’s Pizza House performed by ISV/VAR DiamondTouch.

Tom Bronson, president and CEO of DiamondTouch, explains that the owners of the start-up pizzeria were looking for a POS system to be placed in the new restaurant. One of DiamondTouch’s existing customers passed the lead on to the ISV, who then approached Pollenzo’s about the new POS system. In all, there were a few VARs/ISVs proposing POS systems for the pizzeria. Bronson believes that one of the reasons DiamondTouch was selected was his company’s close proximity to the newly opening pizzeria. However, the most significant reason Pollenzo’s selected DiamondTouch was that the ISV’s own pizzeria-specific POS software fit the needs of the pizzeria. Specifically, Pollenzo’s has a variety of service types (e.g. counter service, waiter/waitress service, and delivery/pickup) that need to be managed with the POS software. Bronson explains that this is one of the common differences between typical restaurants and the pizzeria niche. Whereas his competition often tries to tweak general hospitality software to the needs of a pizzeria, his software (and other pizzeria-specific software in existence) has the necessary functionality built in. In addition to being able to accommodate different service types, as a pizzeria, Pollenzo’s also had unique menu requirements. “Whereas traditional restaurants have menus with limited options [e.g. an entree and a customer’s choice of four different sides], pizzerias require line-item detail,” explains Bronson. “For instance, customers can select a crust type, sauce type, and each ingredient.” Finally, Pollenzo’s chose DiamondTouch for the ISV’s ability to manage the delivery aspects of the pizzeria. This includes functionality that enables management to know which drivers have which orders, who has how much money, and the ability for drivers to print turn-by-turn directions for deliveries.

For its solution, DiamondTouch installed a Touch Dynamic Orion PC used for back office functionality. In addition, three Touch Dynamic CS200 all-in-one order entry terminals were installed in the front of the restaurant. Currently, one of the terminals is used for carry-out/delivery orders. Each terminal also has a Touch Dynamic thermal printer and cash drawer. In the kitchen area, Touch Dynamic impact printers were used for incoming orders. DiamondTouch selected Touch Dynamic products due to their reliability. “Out of all the Touch Dynamic hardware that we’ve implemented over the past four years, less than 1% had to be returned for any failures,” says Bronson.

Upsell Your Hospitality Customers With POS Video
DiamondTouch also installed a video security system for the pizzeria. The security system included a Touch Dynamic Apollo server running DigiVue software for archiving recorded video and 10 video cameras. The cameras pointed at the POS stations are connected via an AVE POS text overlay device which overlays transaction data on recorded video. This allows managers to not only see what was happening at a POS station, but the exact transaction taking place at the time being reviewed. The total cost of the hardware and DiamondTouch’s own pizzeria POS software was $27,000.

In the future, the pizzeria plans on adding a fourth Touch Dynamic all-in-one terminal for delivery business only. DiamondTouch expects to sell its online ordering component to the pizzeria. The component allows online orders to be sent directly into the pizzeria’s POS system and will earn the ISV $99 a month in recurring revenue. Finally, Bronson says that Pollenzo’s is currently planning on opening a second location, and the ISV expects to be the one to install the POS system when the time comes.