The word from the front lines

Restaurateur James Rusk on his company’s approach to EPOS

Q: Which type of EPOS system do you currently use? What changes have advances in payment technology brought about for your business?

A: Currently we use an ICR Touch Screen system supplied by Alliance Till Systems; it’s fast, efficient and lets us use different technologies such as tablets and remotely accessed computers to process data. It gives great flexibility, allowing us to tailor our setup to the individual demands of our different venues. At Rusk & Rusk our aim is to give our customers a great experience throughout their visit, and this includes the payment process; from using the latest card machines to exploring how we can implement systems such as Apple Pay and PayPal, which are important tools to execute that great customer experience.

Q: In your view, how important is the right EPOS system to today’s licensed trade?

A: Its importance is pivotal. Restaurants, hotels and bars all need to operate as a finely-tuned, well-oiled machine and that means all the cogs need to be working in harmony and at maximum efficiency.

Delivering great food and world class customer service are two key components of the ‘customer journey’, but it can all be undone by a clunky finale to their visit. Ensuring smooth, effective transactions demonstrates professionalism and it’s something we always strive to deliver.

Q: Have you noticed a change in consumer behaviour? For instance, do customers now expect to be able to pay by contactless and through services such as Apple and Android Pay?

A: As technology advances, so does consumer behaviour; app-based payments such as Apple Pay, PayPal and Android Pay are becoming ever more prevalent.

The speed of a transaction has gone up exponentially to the point that customers expect to ‘order, tap, leave’. It’s our duty to make sure we’re offering our guests an efficient payment setup.

As I mentioned, at Rusk & Rusk we’re very forward thinking and want to be at the forefront when it comes to implementing new innovation.

With that said, we also have a duty to ensure anything we implement is working at optimal efficiency, so there’s a lot of due diligence that’s required before we introduce any new systems.

Q: In terms of loyalty schemes, what benefits does the right EPOS system offer that can
help encourage repeat custom?

A: I think it’s very much a case of delivering a memorable experience for our customers across the board.

There’s a trust that has to be earned in order to ensure repeat custom. I’ve already touched on it, but it’s so crucial; the customer journey has to be flawless. From the moment they arrive, to the service they receive, the food they eat and how they pay are all pivotal moments, and having the right EPOS system in place can give you the confidence that that particular aspect of the process is meeting our standards.

James and Louise Rusk opened The Butchershop in Glasgow in 2010. Their company, Rusk & Rusk, now owns three restaurants in the city: The Butchershop, Hutchesons and The Spanish Butcher.