Agreements see BrewDog introduce Trail in all 34 of its bars across the UK and Europe, while the Alchemist, fresh from securing additional funding at the start of the year, is set to roll Trail out across its portfolio.
Founded in 2014, the Trail app lets users produce smart, daily, to-do lists, and helps publicans keep tabs on which jobs have been done across their sites.
Staying ahead of the pack
BrewDog’s operations director James Brown said: “At BrewDog, we are always on the hunt for innovative technology that is going to keep us ahead of the pack and make the lives of our busy team members easier, giving them more time to focus on serving kick-ass beer and delivering an awesome experience for our customers and 70,000 equity punks worldwide.
“There’s no point introducing tech for the sake of it, we fundamentally know the rollout of Trail enables us to work smarter, enhance our daily operations and drive efficiency at all levels of our business.”
Brown’s counterpart at the Alchemist Mark Burville added: “Our experience with Trail has been great. Trail is a fast and convenient way of controlling our compliance and we’ll be rolling it out across our estate shortly.
“We have exciting expansion plans for the future and see Trail helping us on that growth journey because it’s so intuitive to use.”
BrewDog and the Alchemist join Ei Group, ETM Group and New World Trading Company on Trail’s growing roster.
Facing market challenges
Trail managing director and co-founder Joe Cripps said: “We’re absolutely delighted to add two great brands in BrewDog and the Alchemist to our growing portfolio of multi-site pub and bar customers.
“Our technology solution is perfect for multi-site pub companies who need to do more with less – maintaining the customer experience is key with increased competition and a tough trading climate.
“Our platform can be tailored to the wants and needs of businesses, so they can reinforce best practice, culture and processes across their estates.
“In addition, we often hear that the implementation of Trail leads to unanticipated positive consequences that fundamentally change the way teams work together. We can’t wait to help operators negotiate the challenging trading environment over the next year.”
Find out more about Trail in The Morning Advertiser's tech trends forecast for 2018.