SO’USE in use at Burgerheart: two-thirds of customers order and pay digitally

In the first of currently 17 locations of the rapidly growing premium burger chain, guests have had the opportunity to order their meals and drinks conveniently at the table via SO’USE since May 2022, without having to wait for service. It’s a hit: at one location, an average of more than 60 percent of sales are now generated via smartphone.  

“We are very satisfied with the cooperation and were able to reduce our staffing requirements as requested without having to close seating areas,” reports Burgerheart Brand Manager & Authorized Representative Sarah Burkhard. She and her team chose SO’USE because the fast support, straightforward communication, and the option for an extensive test phase convinced them from the start. “Our individual wishes and ideas were also implemented quickly and efficiently by SO’USE,” praises Burkhard. Further advantages of SO’USE include integration with almost all leading POS systems and the privacy-friendly use of payment services such as Apple Pay or Google Pay, offered via Adyen, where customers do not even need to provide their email address. “The existing interface to the G-Series technology from Lightspeed was also a decisive factor for us,” adds the Brand Manager.  

Onboarding at Burgerheart also went smoothly: “The system is simple and intuitive, so we could set up almost everything ourselves,” Sarah Burkhard emphasizes. “For some necessary, more complex configurations, the SO’USE team was always quickly available and very helpful.” Initially, smaller features had to be custom-programmed, which support implemented promptly. 

SO’USE now runs almost flawlessly at Burgerheart. “After a short adjustment period, everything worked out,” confirms Burkhard. “Occasionally there are transmission problems, but that is usually due to the network and not the interface.” Although some guests are still hesitant about self-ordering, the high share of sales now made via SO’USE—sometimes up to 70 percent per month—speaks for itself. You simply scan a QR code to go directly to the online shop with the digital Burgerheart menu. Guests often order more than they would if they had to wait for service because it is fast and eliminates the need for cash or credit cards. SO’USE co-founder Ben Kamran Wollscheid also points to the decreasing personnel requirements wherever the system is in use: “Currently, all restaurateurs are looking for ways to maintain their operations with fewer employees, as more than 30% of all service positions in gastronomy have remained permanently vacant since the COVID-19 lockdowns. We are happy to contribute with SO’USE, for example, by saving long walking distances for service staff!”

Staff relief is one thing, but SO’USE also targets increased beverage sales—by up to 60 percent on average! Beyond the ordering and payment function, the system allows manufacturers of spirits, coffee, or soft drinks to place their products prominently on the digital menu to boost sales. “Together with our partners from the beverage industry, we launch tailored campaigns and create brand awareness directly on consumers' phones,” explains Wollscheid. Success is measurable—unlike traditional, analog marketing in the out-of-home market like coasters, glasses, or ashtrays. “This benefits not only the brands and the restaurateurs but also the guests,” Wollscheid summarizes, “as they also get the chance to learn more about their favorite drinks with just one click. In this respect, SO’USE is a win-win for everyone involved.”

About Burgerheart

Founded in 2013 by Daniel Soriano and Mischa Steigerwald, Burgerheart, now with 17 locations, sees itself as the individualist among the numerous better-burger concepts on the German market. With an experienced team of gastro professionals, career changers, and highly driven people, the innovative franchise company has a big plan: to conquer the world with its burgers, best ingredients, and a large portion of love! This means: bit by bit, every German city should enjoy handmade burgers, BBQ platters, fries, and homemade lemonades. In addition to quality and guest orientation, the focus is on contemporary design, love for food, and social, ethical consumption. The brand uses a contemporary vintage-industrial look for its interior design, based on the characteristics of the respective location—modern yet cozy. Always different yet unmistakable, with great attention to detail. As part of the “beyondheart” initiative, a donation goes to a non-profit project in cooperation with selected NGOs for every burger eaten.  
www.burgerheart.com

About SO’USE

SO’USE founders Ben Wollscheid, Thomas Niermann, and Benedikt Pilz want to improve the guest experience in restaurants and bars, simplify processes for restaurateurs, and simultaneously open up new marketing channels for the F&B industry. To do this, guests scan the QR code on their table and access the digital ordering and payment system within seconds. Guests pay conveniently online or in cash via SO'USE and can leave a tip. Orders and payments are automatically recorded in the POS system and printed as a receipt. Furthermore, beverage manufacturers can highlight their products in the digital food and drink menu to increase sales. 
www.so-use.de