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Room for Growth: How Accommodation Is Driving New Revenue at Upham Inns

With cost pressures showing no signs of abating, pub operators looking to unlock new, lucrative, revenue streams are increasingly investing in accommodation.

One pub co that’s made a success of it is Upham Inns. We spoke to Danni Moore, Central Reservations Manager at Upham Inns, and Rich Grosvenor, founder of RevenueRich ltd and commercial lead for Upham, to explore how accommodation is transforming their business – and how other operators can follow suit.

A Pub Group in Growth

Upham Inns is a collection of 15 pubs, offering over 140 rooms, located across southern England. Each site offers a warm, distinctive experience – combining seasonal menus with cosy interiors and boutique-style bedrooms.

“We’ve got everything from countryside escapes to city-centre pubs,” says Danni. “You’re not just checking into a room – you’re arriving at a place with charm, great food, and a team that knows the local area. That’s what makes it special.”

And it’s not just about leisure. Corporate clients are a growing segment for Upham, with many choosing pubs over chain hotels for their character and convenience. “We’ve built strong relationships with regular business guests,” Danni notes. “They ask for us by name and they keep coming back. We have a mixed customer base – but the common thread is that people love the warmth of a pub stay.”

That warmth is a key differentiator. According to research in the Pub Accommodation Review, developed by Zonal, CGA by NIQ, Visit England and Stay in a Pub, 79% of consumers say expectations of friendly and welcoming staff would encourage them to stay in a pub – far higher than other accommodation types.

The Business Case for Accommodation

Upham’s success is arguably down to its philosophy that adding an accommodation offer isn’t just about filling beds – it’s about enhancing the entire guest journey and boosting spend across the board.

“Accommodation is a high-margin revenue stream, offering margins up to 80-90%,” explains Rich. “When done well, it supports food and beverage sales by driving incremental covers, and provides consistent revenue during winter months and lower-demand periods such as midweek days.”

Upham’s experience backs this up: “Guests who stay overnight tend to spend more,” says Danni. “They’re not rushing off, they’ll have an extra drink, enjoy dinner, maybe even book breakfast the next morning.”

Technology That Makes It Work

Adding accommodation to a pub offer is no small feat but with the right tech stack, it’s manageable and scalable.

Upham uses Zonal’s Property Management System (PMS), which integrates seamlessly with its EPoS, booking platform, and table reservation system.

“Zonal’s PMS is intuitive and easy to use,” says Rich. “It’s designed for busy teams who don’t have time to navigate complex systems. You can check in guests, manage bookings, and even upsell extras like dinner or drinks – all within the same platform.”

The system also supports cross-selling between sites. “If one pub is full, we can offer a room at a nearby location, helping us to quickly maximise occupancy across the estate,” Danni explains.

Its integration with Google and OTAs also helps Upham improve its online visibility — a crucial factor, given that 36% of consumers find their accommodation via search engines.

Marketing, Loyalty and the Power of Direct Booking

Booking direct, however, is more lucrative for businesses and enables a direct relationship with guests from the start. Upham has seen strong results from its direct booking offers, which include 15% off public rates, a free welcome drink per guest, complimentary late check-out and room upgrades where available.

“When we marketed those benefits properly, we saw a surge in direct bookings,” says Danni. “People saw the value and they were less picky because they felt they were getting a good deal.”

Zonal’s research shows that 53% of consumers are deterred by complicated booking systems, and 92% say reviews are important in their decision-making. That’s why Upham focuses on clear, accurate room descriptions, high-quality images, and responsive guest communications.

“People are particular about where they stay,” Danni notes. “They want to know exactly what the room looks like, what’s nearby, and what to expect. If the marketing isn’t accurate, it can lead to complaints – so we make sure everything is clear and up to date.”

Local Knowledge and the Guest Experience

One of the biggest advantages pubs have over large hotel chains is their connection to the local community. According to the Pub Accommodation Review, 39% of consumers say pubs offer a more authentic local experience and 78% are likely to seek local recommendations during their stay.

“We train our team to know what’s going on in the area,” says Danni. “If there’s a market, a festival, or a great walking route nearby, we’ll mention it. It helps guests make the most of their stay – and sometimes even encourages them to extend.”

Rich agrees: “It’s about creating memorable experiences. The room is just one part – the food, the service, and the locals with their tips on the best places to visit, they all add up. And with the right tech, you can track guest preferences, follow up with offers, and build loyalty over time.”

Advice for Operators: Start Smart, Think Long-Term

For pub operators considering accommodation, both Rich and Danni have clear advice:

“Don’t just add rooms for the sake of it,” says Rich. “Think about your location, your target audience, and how accommodation fits into your overall offer. Invest in quality – from the mattress to the booking journey – and make sure your team is trained to deliver a great experience.”

Danni adds: “It’s not just about the rooms. It’s about how they connect to everything else – the food, the drink, the events. With the right systems and support, it can be a game-changer.”

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

Additional Table Plans & Layouts for the Festive Season

Written by Natalie Millington

22nd October 2025

With festive bookings flying in, if you’ve not done it already, NOW is the time to prepare. Set up your plans today so your system takes care of the prep when your guests arrive.

The Christmas period is one of the busiest and most exciting times of the year across the hospitality industry. But as every operator knows, no two days run the same – and this is especially true during December. Demand can vary dramatically from day to day, so having a flexible setup that adapts to festive peaks and lulls is essential for maintaining great service and maximising revenue.

With the insights available through your system, you can begin to spot seasonal patterns and guest behaviour trends. For instance, your site may see quieter services early in the week, with Thursdays and Fridays ramping up into the weekend, Saturday peaking during dinner, and Sunday drawing strong lunchtime crowds.

Understanding these patterns helps you prepare for Christmas trading too. Perhaps on Fridays, tables of two turn faster than larger groups – or on Christmas Eve, you expect longer dining times for families. By adjusting your table configuration and timings accordingly, you can improve your flow, elevate guest experience, and boost yield across your busiest festive days.

Below, we’ll guide you through how to make the most of your layouts, plans, and turn times – and how to tailor your Zonal Events and Table systems to shine throughout the holiday season.

Table Plans

A “Plan” combines two essential elements:

· Table Layout – your table numbers and seating configuration.

· Turn Times – how long you allow each booking per party size.

Both can be managed under Manage Sites in the Events Admin section.

Once set up, a plan can be applied to your scheduling – for both Standard Days and Special Days. This flexibility lets you adjust for high-demand festive periods like Christmas Eve, Boxing Day, or New Year’s Eve.

If your site uses sessions (e.g. Breakfast, Lunch, Dinner), you can also apply plans per session to better reflect seasonal trading patterns.

Table Layouts

During December, bookings often look very different from the rest of the year – larger groups, family gatherings, office Christmas parties, and festive menus all bring new dynamics to your floor.

Now’s the time to rethink your layout:

· Add or combine tables to accommodate larger party sizes.

· Reconfigure quieter corners for group bookings.

· Ensure service flow remains smooth even with more guests on-site.

By tailoring your table layout for Christmas, you’ll ensure every space in your venue works hard for you while maintaining a festive and welcoming atmosphere.

Turn Times

Turn Times play a vital role in managing flow during busy festive periods. With guests celebrating, dining times often extend – but smaller tables or quicker lunches might still need a faster turnaround.

Your system uses a hierarchy to determine which Turn Time applies:

1. Occasion (defined in the Occasion setup)

2. Area (set within the Turn Times tab – templates can be area-specific)

3. Session (defined for standard or special days)

4. Default (if no others apply, typically 2 hours)

Example Scenarios:

· Christmas Occasion: You’d like guests booked under your “Christmas Occasion” to have 2.5 hours at the table, while standard bookings retain 2 hours. Set this in the Occasion Turn Time – it will take priority.

· Festive Sports Area: You have a section showing live festive football matches. Set a unique Turn Time in that area to allow guests to enjoy the full game without overlap – this can be done under Sessions.

Special Days

Key festive dates often require bespoke setup – Christmas Eve, Christmas Day, Boxing Day, New Year’s Eve, and even that quieter week between Christmas and New Year.

Creating Special Days allows you to tailor your service for these dates without changing your standard configuration. For example, your site may:

· Open only for Christmas Day Lunch

· Extend hours for New Year’s Eve Dinner

· Close entirely for a few post-festive rest days

To create a Plan to apply to a standard day or special day, follow these steps:

Navigate to Events Admin → Manage Sites → Plans

1. Click Add new table plan

2. Enter a Name for the plan

3. Select from the drop downs the desired Turn Times and/ or Table Layout

4. Click Save Changes

Applying a Plan to a Standard Day

Follow these steps to apply plans to standard days:

1. Go to the Manage Capacity tab

2. Select the Standard tab

3. Locate the day of the week you want to amend the plan for. Click the arrow beside the day name and the sessions will appear

4. Select from the drop down, in the Table Plan column, the desired plan name

There is no save option. Once a selection is made this will take effect for all future days/ sessions (unless a special day is configured and this will take precedent).

Applying a Plan to a Special Day

Follow these steps to apply plans to special days:

1. Go to the Manage Capacity tab.

2. Select the Special tab

3. Locate the Special Day you wish to action. Click Edit

4. In the header row, using the drop down, select the required Plan name

5. Click Save Changes

A plan can also be changes within the Tables Host app screen within Future Seating

 

Need a Helping Hand?

The festive period is all about preparation and precision, and we’re here to help you get the most from your system.

If you’d like further guidance or would like to discuss the best ways to optimise your setup for Christmas and New Year, please reach out to your Account Representative who will get you in touch with our Customer Success Team.

Together, we’ll make sure your venue is perfectly planned, fully festive, and ready to welcome guests all season long.

By Natalie Millington

Head of Customer Success at Zonal at Zonal

Natalie is the Head of Customer Success at Zonal. Having worked in the hospitality sector for 17 years, in roles ranging from front of house, business development, event co-ordination and leading a project team, it brings an understanding of how various teams operate. Specialising in Bookings, Natalie is passionate at ensuring users get the most out their systems and ultimately driving operational efficiency as well as bottom line. In her spare time, Natalie is on the management committee of a Community Owned Pub in North Wales, which brings with it a wealth of knowledge in experiencing the day to day issues and challenges faced within a business.

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

Five pre-order pitfalls to avoid this Christmas, and how to fix them

We’re only in September and we’re at it again – talking about pre-orders ahead of Christmas! That’s because, when it comes to hospitality, if there’s one thing you can rely on, it’s the fact that nothing ever goes exactly to plan. You can prep for weeks, polish the cutlery until it shines, and line up your pre-orders like ducks in a row, but the big day always has a way of throwing in a surprise or two.

Sometimes it’s small (like three people swapping their mains at the table and pretending they definitely ordered it that way), and sometimes it’s big (like, say, an uninvited fire alarm deciding to go off during the event).

The truth is, in hospitality, the unexpected is inevitable. But that doesn’t mean you can’t be prepared. Pre-ordering should be the stress-busting superhero of busy service, but when it goes wrong, it can quickly turn into the villain of the piece.

That’s why we’re here. Zonal’s Customer Success team have shared the top 5 things that can (and often do) go wrong with pre-orders on the big day, and how we can help you sidestep the chaos. Because while we can’t stop the universe from throwing curveballs, we can make sure pre-order isn’t one of them.

1. The Night Before Panic

It’s the day before the Christmas parties start arriving, you’ve been chasing the party for their final pre-orders and they’ve not picked up your calls. Then the night before, they open their emails and realise they have missed their pre-order cut-off.

Our fix: Use your Host access to do it!

Pre-Order allows you to set a cut-off. This is a timeframe that you display to your guests when booking as to how long they have to make their mind up of what they will eat on the day. But we know it doesn’t always work out like that and people miss a deadline – so as a Host, we allow you to make pre-order changes within the Guest portal up until the early hours of their arrival.

Once the Guest Pre-Order cut-off has been reached, the guest will not be able to make an order. A message will show stating “Attendees cannot be added after the pre-order cut-off”. If selecting to edit an attendee choice, a red message will display showing “Pre-Ordering is now closed. Please contact the restaurant if you have not submitted your choices or if you need to discuss this further”.

The Host, however, will have the ability to add any additional attendee names to the booking, as well as make amendments to the pre-order selections. The Host cut-off will be defined in the booking summary under pre-order – for the majority, it’s configured to be around 04:00 on the day of the booking – after this point, you’ll need to make changes on the POS.

2. Arriving and changing the order

You had a neat list of who ordered what. Then once everyone has arrived, someone decides they don’t actually eat chicken, they’ve gone vegan “since Tuesday,” and suddenly the table’s a game of musical chairs with mains. Having pre-orders delayed in sending to the kitchen lets you make last-minute swaps quickly, so you’re not left with a lonely chicken dish.

Our fix: Update it on the POS.

Once a pre-order reaches the POS, they are stored on the till as delayed orders.

To view the orders, navigate to “Pick up Account” on the till (often found in Options).  This will display all open accounts within the sales area.

You’ll be looking for “Delayed Orders”.

You want to select the name of the booking. when selected, it’ll present a message that “The order preparation has not been started. Request this now?” – you’ll need to select “No” here.

If you select Yes, you’ll need to quickly tell your team to stop prepping as this will send the order through to the kitchen, but it won’t have a table number.

After selecting “No”, the ticket will show. You’ll then need to select “Tables” and click the table number, for which you’ll be asked “Are you sure you want to move Account Number X to Tables XX” – to which you’ll select “All Items”.

You will now have the opportunity to pick up the account and further modify it.

If the order (as shown below) is in an orange state, it’s because the order is in a Hold state. This will prevent the order sending to the printer. You will need to select the “Hold Delayed Order” button to then release the order (it’ll revert to white text) and this, once saved, will send to the relevant printers.

Doing this means that you have the opportunity to set the table number, and make the pre-order changes at 11:30am when the event is at 12:00pm

3. The “I Definitely Didn’t Order That” Moment

A guest swears they ordered the steak. Your pre-order sheet says fish. Now you’re stuck playing referee in a battle of wills.

Our fix: Place cards, chef reports, run sheets and portals. We’ve produced many routes to viewing pre-orders on the day or in the run up.

Place Cards:

You can have these on the table for the guests arrival. Having the guests name on one side and their pre-order on the other, whether they’ve have had a tipple or their attention is not on you when handing out the food, a place card can help with that.

Chef Report:

The Chef Report can be extracted for future dates, as well as the current day. Viewing either by:

Products – for quantities of products/items,

Date – useful when selecting a date range.

Time – perfect for seeing requirements throughout the day.

Event – a break down by party.

Guest – showing a breakdown of each guest attending and their specific items ordered.

Run Sheets:

If you have our Central Reservations feature enabled, you will have Run Sheets.

A Run Sheet will offer everything you need for a booking, From booking details, to pre-orders, booking requests and even dietary requirements. A run sheet is perfect for those larger parties.

All of these are digital receipts and confirmations. Both you and the guests can see exactly what they ordered ensuring there’s no awkward debates mid-service of who ordered what, or whether they chose custard or ice cream with that Christmas Pudding!

4. The Dreaded 86’d Item

Everything’s running smoothly… until the kitchen runs out of an item on the Thursday night. Cue Friday morning, pre-orders are failing to send to the POS.

Our fix: With live menu management, sold-out dishes are instantly updated in the pre-order system. At the sender window time (for the majority it’s defined at 04:00), pre-order will fail to send to the POS as it awaits your action. It’s the system’s way of flagging that you need to act.

The Chef Report helps you manage this. Here’s some simple steps on how you can resolve an out of stock issue:

  1. Navigate to the Reports Tab.
  2. From the Report Categories, select Pre-Order.
  3. Using the date range selector, amend the start and end date to the current day.
    All pre-orders will display. Using the Event view of the report, users are presented clearly with the reason for a pre-order not sending. Should the reason for “Product Out of Stock”. If this error shows, you will need to go to the POS and put the item back in stock.
  4. Choose the option beside the booking to Resend Pre-Order.
    There is only 1 retry attempt possible, should there still be an issue and the items fails to send you have to manually add it to the pre-order.

5. The Curveball You Can’t Predict

Gas leak. Fire alarm. A delivery that never arrives. Hospitality is full of chaos you can’t control. But when pre-orders run smoothly, at least it’s one less fire (sometimes literally) to put out.

Our fix: Test before the day. We can’t recommend enough that you test with your team. Maybe role play, maybe ask your Account Manager for support with one of the Customer Success team. We are here to help take the pre-order stress off your plate, so you’ve got the headspace to deal with whatever else the day throws at you.

At the end of the day, hospitality will always keep you on your toes, because if it’s not a guest changing their mind, it’s the fire alarm going off right as mains are about to go out (and yes, that happened to me with 250 covers waiting for Christmas meals on black Friday!).

While we can’t stop the unexpected, we can make sure pre-orders don’t add to the chaos. With the right system in place, you’ll save time, reduce stress, and keep your focus where it matters most: delivering a brilliant experience for your guests.

Because let’s face it – unexplained fire alarms happen. Pre-order disasters don’t have to!

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

Preparing for Pre-orders: Your 7 Step Guide

Written by Natalie Millington

1st September 2025

The sun is still shining, and for many, summer holidays are still here. We’re not wishing that away, but as operators, it’s important to start looking ahead. The festive season is just around the corner, and for most venues, it’s the busiest time of the year. Preparing now means you’ll be ready to hit the ground running when demand peaks.

Zonal’s Customer Success team are already feeling the festive spirit. We’ve been talking Christmas since June, helping get businesses up to speed with some of the newer features and functions within our Events platform – especially pre-order!

Introducing pre-order menus during this period brings plenty of benefits: streamlined operations, better stock control, and happier guests. With pre-orders, you can forecast demand more accurately, reduce food waste, and ensure the kitchen has everything it needs. It also eases the last-minute rush, giving staff more time to focus on service and creating a smoother, more enjoyable experience for everyone.

Here are some of the top things to consider when introducing new starters to the system, or for those that need a quick refresher.

7 steps for a smooth setup of Pre-order

  1. Booking rules setup
  2. Pre-order send configuration
  3. Pre-arrival checks (morning preparation)
  4. Kitchen team preparation
  5. POS checks
  6. Front-of-house preparation
  7. Guest arrival process

*This process flow requires you to have the following Zonal solutions: Aztec, iOrder, Events & Tables

1. Setting up your booking rules

By now, Christmas bookings are likely already picking up speed, with customers returning from summer and turning their attention to festive plans. If you haven’t set up your booking rules yet, don’t worry, it’s not too late!

If you’re planning to take deposits, pre-orders, or pre-payments, the first step is enabling the correct booking rules as early as possible. Even if your menus aren’t signed off yet in EPOS/Aztec or iOrder, or if your marketing team is still finalising the copy, you can still set up the rules for bookings being made today. Doing this can help avoid extra manual work later, ensuring a smoother process for both you and your guests.

Once the final details are agreed (and tested), and when your rules are in place, you can then trigger email notifications to your guests that the ability to place their pre-orders is now open.

Here are some example scenarios that may help, along with some simple actions you can do to get yourself ahead, or simply back on track:

Scenario 1:

“I currently have no Booking Rules defined, but I want to be taking pre-orders”

Ok, so you are taking bookings without any rules/requirements. At this stage, you will need to:

Create the new Booking Rule.
Edit each existing booking manually to apply the new rule/requirements.
Any new bookings made after you enable the booking rule will be subject to the conditions automatically.

If you haven’t created your rule, but you do want to add an ad hoc payment to a booking, you can manually add a requirement to that singular booking. You will need to edit the booking and edit the booking requirement.

Scenario 2:

“I have a rule in place for a deposit only, but need to include a pre-order request”

Ok, so you are taking bookings with a rule defined for deposits already. But now you want all of these bookings to also require a pre-order. In this scenario, you will need to:

Edit the Booking Rule.
Add the action of pre-order with the required timeframes.

When editing a rule, you will be asked if you want to trigger notification to existing bookings on that rule. We recommend selecting YES as this helps set expectations.

Guests will see that a pre-order is due but won’t see the menu or be able to order until you open the pre-order for selections.

Scenario 3:

“I have a rule requesting a deposit & pre-order in place. I now want to get them to pre-pay for their items”

This resolution for this is pretty much the same as scenario 2. But what we highlight here is that you must edit the existing booking rule and add the action within.

Booking rules work on a hierarchy. If you try to use two separate booking rules (one for deposits, one for pre-orders), only one will apply.

2. Know your pre-order send setup

Pre-orders require key configurations defining how and when they are sent to the POS. It’s important to know what your setup is as this will help set you and your teams expectations when it comes to what you do on the day. We’ve outlined the below setup that the majority of configurations we see being:

Send Time: 4am – 7am

This is when pre-orders will attempt to send orders to the site POS, starting from 4am on the dining date of the booking. There is a window of a few hours to allow for re-tries and in some instances, high volumes. After 7am on the day, any errors will then be visible to you in the Events Host application, allowing you plenty of time to resolve any issues manually.

Pick Up Time: 23:59

All pre-orders will display on POS with a pickup time of 23:59. This means the order will remain on the POS, unsent, unassigned until 23:59 on that same day.

Delayed Order Send time: X mins before pickup time

Pre-orders will automatically send to the kitchen X minutes before the pickup time set above, unless manual intervention has occurred. If no manual intervention has occurred, the order will be sent to the kitchen without a table number. This is why we recommend this pickup time being set to 23:59 to prevent orders sending directly to the kitchen without Table Numbers.

3. Pre-Arrival Checks

When it comes to the day. After your pre-order sends have taken place, it’s now time to log onto the Events Host platform. We suggest going to the Day Diary tab. This will display all bookings for the day.

Any pre-order sending errors will appear in red – in the example it shows, Error sending PreOrder to EPOS.

To troubleshoot any errors, navigate to the chef reports on the Reports tab. Using the date range selector, amend the start and end date to the current day. All pre-orders will display. In the example shown, using the Event view of the report, you can easily see the reason for a pre-order not sending.

In this example, the error is an item out of stock. To resolve this error, the item will need to be placed back in stock on the POS. Once this is done, select Resend pre-order on the chef report.

4. Kitchen Team Preparations

Once all errors have been resolved, you may want to ensure the kitchen team have a copy of the chef report. This way they can prepare large orders in advance. For this we recommend using the report from the Events Host app. We suggest using the report that states the number of items per event (as shown in the image). The chef report can then be printed from the host application.

5. POS Checks

Once a pre-order reaches the POS, they are stored on the till as delayed orders.

To view the orders, navigate to Pick up Account on the till (often found in Options). This will display all open accounts within the sales area.

Use filtering at the bottom of the screen to display only Delayed Orders. If the venue as multiple sales areas, it is recommended that the Sales Area Account filter is deselected to show all orders across the venue.

Ensure all bookings that have a successful pre-order are displayed. Please note additional orders may display if using delayed ordering for other elements.

6.Front-of-house Preparation 

Run Sheets are part of a “Central Reservations” additional feature  in Events. If you do not see this option within your setup, you may need to speak to your Account Manager.

This particular feature is really useful for those large bookings. To access the Run Sheet, open the booking on Events Host, scroll towards the bottom and select Generate Run Sheet. Click the desired options, generate and print once loaded.

7. Guest Arrival

Now that you have prepared your morning tasks, it’s time for the guests to arrive. The steps below offer a walkthrough of the recommended steps for handling bookings once guests have arrived at the venue.

Step 1: Seating a booking

Once the booking has arrived and the guests are ready to go to their table, seat the guest on the Tables Host platform.

If the booking has a deposit, the Redeem Deposit box will display. Use the Seat & Redeem button to add the deposit to the table (if the option does not display, please speak to your Account Manager who will be able to enable this feature for you).

Once completed, the table will be opened on the POS with the booking name and deposit.

Step 2: Check the Pre-order with the guests

Once all the guests have arrived and are seated, using the chef report or run sheet, you can confirm all pre-ordered items are correct with your guests.

Step 3: Add the Pre-order to the table on the POS

Log on to the till and navigate to delayed orders (found in Pick Up Account usually in Options, use filtering to display delayed orders only).

1. Select the correct delayed order (pre-order).

2. The order preparation prompt is then displayed asking if you wish to start preparing the order. It is important that you select No so that you can assign the pre-order to a table. If Yes is selected, this will send the pre-order straight to the kitchen without a table number.

3. Selecting No will open the order on to the Order Pad.

4. Add the order to the table where the booking is seated by opening the table plan on POS. In the example shown, the Tables button is selected to open the table plan; this may be worded differently in different estates.

5. A box will display asking Do you want to merge Order Number X with Table X? select All Items to add all pre-order products to the table.

6. Once added to the table, make any required changes from the checks done in step 2 . On completion, click Save and this will send the finalised order to the kitchen.

By Natalie Millington

Head of Customer Success at Zonal at Zonal

Natalie is the Head of Customer Success at Zonal. Having worked in the hospitality sector for 17 years, in roles ranging from front of house, business development, event co-ordination and leading a project team, it brings an understanding of how various teams operate. Specialising in Bookings, Natalie is passionate at ensuring users get the most out their systems and ultimately driving operational efficiency as well as bottom line. In her spare time, Natalie is on the management committee of a Community Owned Pub in North Wales, which brings with it a wealth of knowledge in experiencing the day to day issues and challenges faced within a business.

Get in touch

Contact our sales team to discover how Zonal products can help improve your bottom line

How hospitality businesses can create 'Superfans'

Zonal partner, 125 Data & Insights, is a customer experience dashboard that gathers consumer data and shows operators exactly what their customers love and where they think things can improve, so that they become, and remain, loyal customers and advocates of the business.

Here we chat with Managing Director at 125 Data & Insights, Olivia FitzGerald, about all things loyalty – and how to make a ‘superfan’.

What channels do you think are most effective for engaging customers in today’s market, and why?

There’s no one size fits all solution when it comes to ways of communicating in today’s market. Our data shows that Google is universally important across different demographics, with businesses needing to prioritise their reputation there. In fact, 69% of customers reported checking Google before planning a visit, and 90% of them considered the information found on Google as crucial. This highlights how businesses cannot afford to ignore Google.

Social media channels are also very important, with younger generations more engaged with Instagram and TikTok due to their visual nature. Older generations tend to use review websites such as TripAdvisor instead and, while it may seem outdated, email is still one of the most cost-effective and easy-to-use channels.

How can businesses leverage data to personalise customer interactions and improve engagement across different channels?

The first step to personalisation is understanding your customer demographics. By using certain tools, businesses can segment their database based on customer preferences and behaviour. For example, older demographics tend to have higher brand loyalty, while younger generations may frequent a wider range of brands and are more easily swayed.

This demographic insight allows businesses to tailor their communication and engagement strategies accordingly. For example, Bill’s restaurants promote their bottomless pancake offering mainly through Instagram, as it appeals to their younger, student-heavy audience who prefer visual content. Using data to segment your audience and then choosing the most appropriate channels based on that segmentation leads to more effective customer engagement.

How can data-driven insights help identify potential loyal customers early in their journey and tailor strategies to enhance their experience?

We’ve been working on identifying what makes someone a ‘superfan’— those who advocate for a brand. Key indicators include using emotional language in feedback, such as ‘love’ and using multiple exclamation marks. We’ve found that people who score highly on Net Promoter Score (NPS) tend to leave more emotive, personalised comments, while lower scores are more functional and less personal.

By tagging these superfans in your database, businesses can start personalising their engagement early. Even without a formal loyalty programme, businesses can offer special deals or incentives to these superfans. Combining customer feedback with CRM data offers actionable insights for improving engagement and loyalty.

What are some of the challenges companies face when using data to manage loyalty programmes, and how can they overcome these obstacles?

Companies often overcomplicate their loyalty programmes, to the point that they become too complex for both customers and staff to understand. Taking it back to basics is key, ensuring that the programme is simple, aligned with their objectives, and based on actual visit frequency. For instance, a points system relying on frequent visits won’t work for businesses with low visit frequency.

Additionally, businesses often fail to define clear objectives for their loyalty programmes, which makes it hard to measure success. Overcoming this requires businesses to leverage their data to understand what they are trying to achieve and how they will measure success. It’s also important to recognise that loyalty isn’t always about structured programmes – it can be based on human connections, such as staff discretion or special incentives, which may resonate more with customers.

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How loyalty can help tackle no shows

We’ve all been there; prepped for a busy Friday night, stoves firing, servers on the floor and yet, something is missing. The table of 8?  No shows is one of the biggest impactors of success in hospitality.

Last year £17.6 Billion pounds was lost across the hospitality sector directly linked to no shows and that is just taking account of lost covers. The picture is even worse when accounting for the loss of other customers, who have been turned away by a venue in the mistaken belief that bookings are full, leading to wasted food and unnecessary staffing costs.

In a recent piece of research, a survey of over 5,000 UK pub, bar and restaurant-goers, we found that whilst more than two thirds (68%) of consumers who make bookings say they turn up for all of them, 18% cancel in advance and one in seven (14%) admit to failing to turn up without even telling their venue.

This comes at a huge cost to the industry. In partnership with CGA by NiQ, we have been measuring the number of customers who make a booking and then simply don’t turn up (aka No Shows) since 2021.

It is a huge issue for the industry and underlines again, why building a loyal customer-base is crucial for pubs, bars and restaurants.

[Pull stats] Why do People No Show?18

29% said it was because they decided it would be too expensive to go out
27% said it was because they changed their plans
21% said it was because someone in the group fell ill
17% said it was because they forgot
14% said it was because someone else in the group cancelled
10% said it was because they had booked several venues

Despite these frustrating figures, hospitality does at least compare favourably to other sectors.

While 14% of customers fail to show up for hospitality, you have to feel for the gym sector, where 35% of people admit to having booked and no showed to a class in the last year, as well as hairdressers, driving instructors, and taxi drivers, for whom a quarter of people admit to not attending a booking they have made without cancelling in the last 12-months.

No shows are more than missed bookings. They disrupt operations, drain resources and impact the bottom line. There is a way forward by investing in loyalty strategies that build trust and consistency, operators can reduce no shows and strengthen guest relationships. Now is the time to act. Review your booking journey, reward repeat visits and give customers a reason to commit. Because in hospitality, loyalty is not just valuable – it is vital.

Persuading customers to show up

With £17.6bn on the table, the sector needs to find ways to mitigate the issue and encourage consumers to at least let venues know if they no longer intend to turn up.

Interestingly, loyalty was one of the top five reasons consumers said they’d be more likely to honour a booking, with 17% saying they are less likely to no show if they felt loyal to the venue or brand. The same proportion said they would do so if they knew about the impact of lost bookings on businesses and this underlines the need for the industry to join forces and clearly communicate the damage the practice causes.

Other reasons guests gave when asked what would make them less likely to miss a booking were: a simple cancellation process, rewards and incentives to show up, reservation reminders, and (controversially within the trade at least) paying a deposit.

Operators should therefore be looking at implementing some, or all of these, in order to mitigate any losses.

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Are You Keeping Up with Changing Guest Habits?

Written by Natalie Millington

25th July 2025

According to Zonal’s latest research , 6:12pm is now the new average time guests prefer to dine out, with almost half (48%) of bookings in Q1 2025 taking place between 12pm and 6pm.

This shift highlights a growing trend: customers are choosing to go out earlier than ever before.

To help you keep up with these changes, and get the most out of your current setup, we’re here to support you. Whether it’s ensuring your systems are optimised or helping you identify if these trends are affecting your business.

We’ve highlighted key areas to help you adapt to the evolving market, particularly those that influence the guest experience before they even arrive:

Rethink Your Offers
Traditional early bird specials from 5–7pm may no longer be as relevant if guests are dining earlier anyway. Consider tailoring offers to off-peak times earlier or maybe later in the day.

Review Your Capacity Settings
Ensure you’re maintaining your capacity models. Zonal can even run a free health-check for customers to ensure you are optimising your bookings.

Make the Most of Your Data
Dive into your reports and trend data and use the insights to guide your decisions.

1. Rethink Your Offers

Loyalty programmes can significantly boost customer engagement and sales, but only when the rewards are timely, targeted, and aligned with customer behaviour.

The top Loyalty programmes we see working for operators include registration rewards (such as a £5 credit applied the day after sign-up to encourage a return visit), to discounts on quieter days (like 25% off food on Mondays).

Our latest research, highlights a major shift in consumer dining habits. As more guests choose to dine earlier, traditional peak hours are changing. This shift presents an opportunity for operators to rethink how they manage evening flow and optimise revenue. To encourage visits beyond the new, earlier peak, time-sensitive offers can be a powerful tool. For example: Bring a Friend: Buy one main and get 50% off the second, available from 8 PM to 10 PM or The Late Night Special: Receive a complimentary glass of bubbly with every main after 8 PM until close. Operators who adapt to these changing patterns will be better positioned to meet guest expectations and stay ahead in a competitive market.

Tip: Connect your Loyalty offering to Bookings:

If you have Table Management enabled within Bookings, integrating your loyalty programme with Bookings system can be a real game-changer. It means a guest’s loyalty account is automatically linked to their reservation the moment they book – no need for scanning cards, digging through emails, or manually adding details at the till.

A loyalty icon will appear next to their booking in Tables Host, so your team can instantly recognise and engage with loyal guests. Their loyalty details will also feed directly into the POS, allowing any eligible discounts or rewards to be applied seamlessly at checkout.

Plus, you can reward guests simply for booking and showing up, whether that’s points toward their next visit or a perk after a certain number of visits.

Loyalty icon  

Tables Host

 

 

2. Review Your Capacity Settings

Guest demand shifts throughout the week, and these fluctuations can significantly impact your service. By analysing your bookings data, you can begin to identify patterns and make smarter operational decisions.

For instance, your data may show that Monday to Wednesday are typically quieter, while Thursdays and Fridays see a noticeable increase in activity. Saturdays may be your peak for dinner service, and Sundays for lunch. Recognising these trends allows you to tailor your operations accordingly.

By digging deeper, you can uncover more specific insights, such as the average time guests spend at the table. For example, you might find that on Friday evenings, tables of two tend to turn over 30 minutes faster than on other days. Adjusting your configuration to reflect these habits can help increase yield without compromising guest experience. We recommend you change your configuration in order to suit this with an aim to increase your yield. Not only can this be done for standard days as mentioned above, but also key dates and events.

Capacity management is no longer just about setting the number of covers per timeslot; it now involves considering external factors and adapting proactively.

Zonal can support hospitality businesses in setting up dynamic configurations using features like Plans within our Booking solution. A Plan combines your table layout (e.g., table numbers and seating capacity) with defined turn times by party size. These Plans can be applied flexibly – per day, per session (e.g., breakfast, lunch, dinner), or even for specific scenarios like Bank holidays or special events.

For example, within the Standard Days capacity group, it is possible to change a standard Monday Plan from a standard Breakfast setup to a Bank Holiday configuration. This flexibility allows you to adjust your layout, online availability, and table prioritisation to better match your operational needs.

With the right data and setup, you can manage capacity and optimise your entire guest experience.

3. Make the Most of Your Data

Whether you have a dedicated data team analysing your data, or you’re reviewing it yourself, we recommend you do it as regularly as possible.

For those with data warehouses, we recommend linking daily feeds of your data using an SFTP feed. This pushes data daily to a file location that can then be picked up and absorbed. Everything from when the guest booked, if they edit their booking, when they seat, check-out and if they opted into your marketing. Zonal also offer Power BI reports that can help show this in a much clearer format.

Here are some powerful reports within our Loyalty and Bookings products:

Loyalty:

Three flexible loyalty reports are available, allowing you to easily define the level of detail you need. You can customise the search criteria and choose which report fields to display.

The Transaction Report contains loyalty transaction information based on various customisable criteria, such as a person’s name, their card ID or transaction type.

The Registration Report provides information on the registrations made to a specific loyalty program for a given date range.

The Liability Report provides information on the current loyalty liability for a chosen reward, up to and including the date on which the report is requested.

Your business data holds powerful insights. Analysing and understanding it can empower you to make smarter, more informed decisions about how to optimise your system setup.

By Natalie Millington

Head of Customer Success at Zonal at Zonal

Natalie is the Head of Customer Success at Zonal. Having worked in the hospitality sector for 17 years, in roles ranging from front of house, business development, event co-ordination and leading a project team, it brings an understanding of how various teams operate. Specialising in Bookings, Natalie is passionate at ensuring users get the most out their systems and ultimately driving operational efficiency as well as bottom line. In her spare time, Natalie is on the management committee of a Community Owned Pub in North Wales, which brings with it a wealth of knowledge in experiencing the day to day issues and challenges faced within a business.

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5 reasons to upgrade to the latest version of Kitchen iQ

Our Product team regularly release new features and functionality for our solutions aimed at increasing the value our technology adds to your business, including our kitchen and service management solution, Kitchen iQ.

We’ve put together this blog to give you some insights into some of the great functionality we’ve released recently for our Kitchen iQ product, highlight the importance of upgrading regularly, and showcase some of the benefits all of this can bring to your venue.

What’s new in Kitchen iQ?

Load balancing orders

In a recent release for Kitchen iQ, we added the ability to create load balancing rules to evenly distribute orders across multiple stations. These customisable rules enable a primary station to assign orders to one or more secondary stations, ensuring a balanced workload for your team and helping you stay in control of demand – even during peak hours.

Enhanced choice items

Choice items are now taggable, which makes it even easier to keep track of order statuses across multiple stations. This is particularly useful for side dishes or sauces that may be ready before other parts of an order.

Action history sidebar

Kitchens are fast-paced environments, so we’ve enhanced the sidebar functionality within Kitchen iQ. The sidebar now shows the last 30 actions, as well as allowing you to reverse an action if the preparation wasn’t quite right.

Print rules

You can now print a ticket for items without waiting for the full order to be completed – particularly useful for smaller spaces where there may not be space for a screen!

Wait times

In a recent release, we added functionality to allow Kitchen iQ to automatically calculate an estimated wait time for an order to be ready.

Multiple calculations can be configured to determine wait times on specific courses and terminal group areas within a venue.

Results can be displayed on site in the Channels screen, allowing front of house staff to understand and communicate how long the order should take to complete. This feature increases customer satisfaction, keeps them informed and reduces any uncertainty that may come with an extended wait time.

What are the benefits of upgrading?

  1. Performance improvements

The Kitchen iQ site server and database has been optimised in recent versions to improve the performance and stability of the application, while maintaining existing functionality. If you experience particularly busy periods of trading, you’ll find these enhancements beneficial.

  1. Improve efficiency

New features have been made available to improve efficiency in a busy site. Load Balancing is useful to quickly push incoming orders to an additional station when additional capacity is required. Recipe Cards from Ten Kites can be opened directly on IoT screen controllers, quickly displaying ingredients, cooking instructions, plating, allergen info etc – all at the touch of a button.

  1. Device compatibility

Touch screen controls was introduced to support new any new screens or portable devices used on site. Future enhancements are being considered for future versions of Kitchen iQ.

  1. Improve customer satisfaction

The Kitchen iQ releases contain important bug fixes to support your business, ensuring that orders are processes seamlessly and customers are satisfied with the service. The new Wait Time Information feature can also be displayed on screens to provide your team with the estimated time it will take for an order to be ready, based on calculations performed by looking at current activity on site at that time.

  1. UI improvements

Customer View enhancements have been introduced, allowing collection points to display more accurate information and have customisation options to be aligned with the sites branding. Tagging child order lines is now also supported, to allow users mark off part of an order that is ready or delivered. Recent releases have also included enhancements to the Count View, with the option to display same day Delayed Order counts sent from the POS, highlighting the number of items that need to be prepared and supporting your team with advance bookings.

How do I upgrade?

Please speak to your Account Manager about upgrading to the latest version of Kitchen iQ.

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The power of personalised communication in driving loyalty

Dan Brookman

Written by Dan Brookman

27th June 2025

Customer retention is just as, if not more, important than attracting new customers through your doors. Amidst squeezed consumer spending and a challenging trading environment for hospitality, operators need to be doing everything they can to drive repeat business and keep guests coming back again and again.

In this article, Dan Brookman, founder and CEO of customer data management and broadcast platform Airship, shares his top three considerations for operators looking to drive customer retention.

  1. Recognise the value of passive data, and let it drive your marketing efforts

Last year, we recorded 81 million digital signatures from consumers in hospitality, based on the passive data that we hold for 45 million members of the public. The​ ​ opportunity to collect passive data from all the different points at which a customer engages with technology – whether that’s room​ & table​ bookings, Wi-Fi, ​vouchers​, customer feedback or photo booths​ has never been greater. ​​ ​

Every digital signature, which we call a Proof of Presence or PoP, represents a moment to understand ​your customer more, and to know the profile of the customer that is delivering the most value.​​ ​ And that’s where the magic happens: the more frequent those interactions, ​the more opportunity you have to create more customers like those visiting most often. ​​ ​

Once you’ve gathered all this data, it’s time to put it to work. For example – birthdays. We’ve found that 45% of people who open an automated ‘Happy Birthday’ e-mail, will end up visiting within 30 days. That’s huge. The key is making sure those emails are timed well and personalised. A simple nudge after a recent visit, or a targeted offer based on a customer’s behaviour, can bring them back to your venue.

     2. Focus on frequency

In hospitality, we talk a lot about loyalty, but I call it frequency. There’s a real difference ​between the​ two in terms of how you approach them.

If we really want to build a strong, engaged customer base, it’s about driving consistent visits. Whether your customer is dormant, occasional, active, or lapsed, tracking their engagement can show you how to spark more frequent visits.

Here’s a great example: a pub company we work with found that 56% of dormant guests came back after being offered the right incentive. The ones who had opted into marketing saw even better results. It’s proof that engaging with customers, and offering them value, can bring them back to your venues time and time again.

    3.Create a Value Exchange (VX)

To get people to come back, you have to create a value exchange. This isn’t complicated, it’s simply about creating something that the customer can see clearly what they’ll get in return for the data that they are providing. You can focus the rewards around your value driving occasions; private dining rooms, weekly specials, functions rooms, extra nights stay and of course surprise and delight.

For example, offering a reward for a special occasion enables you to collect that piece of data, you can then drive a visit and help share in that special occasion with your customer. Driving emotional loyalty connected to a special occasion will embed lifelong loyalty (as long as you deliver it well!)

The Value Exchange simplifies the approach to marketing, taking all customers on the same journey, it can help you focus on running active database sign-up campaigns and convert your social data into CRM data (first party).

Loyalty apps can still play a really important role as part of the overall mix. I think where a lot of operators still fail, is that they implement loyalty without first putting their existing data to work, and that’s a massive missed opportunity.

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