An online ordering system and marketing channel in one: SO’USE brings brands to guests’ mobile phones

• Leipzig-based startup uses digital drink menus for advertising campaigns

• Restaurateurs and guests benefit from smartphone ordering

• Integration with most leading POS systems possible

Self-ordering in hospitality as a marketing channel for the beverage industry: this is the idea behind the startup SO’USE, which lets guests in restaurants and bars order and pay directly from their seats using their smartphones. At the same time, SO’USE allows manufacturers of beer, spirits, or coffee to promote their products effectively on the digital drinks menu and promises an average sales increase of 61 percent. In the competitive market for electronic ordering systems, SO’USE also stands out for its ease of use, POS integration, and fair pricing model for restaurateurs.

SO’USE meets three needs at once:

• Beverage manufacturers can increase the market value of their brands with precision

• Restaurateurs can reduce staff workload and streamline operations

• Guests can order and pay easily in the restaurant without waiting

Customized campaigns for the beverage industry

Nearly all advertising-intensive beverage brands use hospitality to build their brands and ensure awareness and brand value. "Hospitality is crucial for manufacturers for advertising and marketing, but currently relies almost entirely on analog tools like coasters, glasses, lighters, or ashtrays," says SO’USE co-founder Ben Kamran Wollscheid. "It’s expensive, logistically demanding, and unsustainable. Success is barely measurable."

SO‘USE follows an innovative approach with its digital ordering system, bringing beverage brands directly to guests' smartphones. Guests view them as a natural part of the menu and can learn more about a product with one click if interested.

For its beverage industry partners, including Red Bull, SO’USE creates customized campaigns in suitable venues to increase product visibility. "This usually involves placing products at the top of the menu or creating special drinks. Standard ads in the shop are possible, but results are much better when products are part of the digital menu," Wollscheid emphasizes. During time-limited campaigns, mostly in a specific region, industry sales managers can track reach and success through reports. "On average, we achieve sales growth of 61 percent for advertised products, hitting 667 percent in one case over three months," Wollscheid says. "Both manufacturers and restaurateurs benefit."

Cost-effective modular system for restaurateurs

Restaurateurs and their staff also appreciate how SO’USE simplifies their work. "We believe digital ordering only succeeds if the team supports it and the owner doesn't feel like they're losing margin to commissions on every order," says Wollscheid. "That’s why we use a modular system—covering in-house, out-of-house, and POS integration—with a monthly fee of 50 euros per module. It’s low-risk and has no long-term commitment."

Currently, around 1,000 partner businesses in the DACH region and the Netherlands use the system, including many independent restaurants, bars, pubs, and beer gardens, as well as chains like Burgerheart, La Luna, and Campus Suite. On average, over 30 percent of guests use SO’USE to order, reaching up to 95 percent at some locations. "SO‘USE works best in large venues with long walking distances and complex processes that offer a high-quality drinks program," reports Wollscheid. Guests aged 18 to 50, in particular, are comfortable using the technology.

Simple ordering for the guest

SO’USE is easy to use and doesn't request user data. You scan a QR code from a table stand with your phone to access the restaurant's online shop and place an order. Payments are processed through services like PayPal or Stripe, with funds going directly to the restaurateur. The payment provider automatically sends the receipt to your email address. "That means no more waiting and no more change, but more orders," Wollscheid summarizes.

Integration with leading POS systems

To prioritize POS integration—a critical feature for restaurateurs—the company merged with the Kiel-based gastro-tech startup igetnow in early 2022, a leading provider of self-ordering in the German-speaking market. "Thanks to the acquisition, we can now integrate SO’USE with the ten leading POS systems," explains Wollscheid. "Four more will follow by the end of the year." To achieve its growth targets for the coming years, SO’USE completed another investment round in October.

Recently, SO’USE received the City of Leipzig's "Via Oeconomica" business award. The prize honors companies that contribute significantly to the international perception of Leipzig as a prime business location for various industries.