Venue Orchestrator
Multi-Concept Routing + Capacity-Aware Throttling + Unified Pickup
A purpose-built "food hall/venue mode" that lets one location run multiple concepts with unified guest ordering, smart routing across zones/vendors, and capacity-aware throttling to protect throughput and accuracy during peaks.
Target Segments
- Segment D (Primary)Bars/breweries/food halls/venues with high-throughput and multiple service points
- Multi-location SMB/mid-marketAccounts with venue-like complexity (multi-zone kitchens, multiple service points)
Why Now
- • GoTab's clearest win path is venue-grade, mobile-first commerce with QR/online ordering + pre-auth tabs + zones/routing
- • Competitors are strong in general workflows (Toast coursing; Square kiosk) but venue/food-hall specialization is GoTab's best near-term differentiation
- • Real operator pain during peak is routing correctness + line management + staffing constraints
- • "Printing/control limitations" show up in VoC for other systems, indicating a gap in granular orchestration
Objectives
Increase Peak-Hour Throughput
More orders/min without adding labor via throttling + promise-time management
Reduce Routing and Pickup Errors
Fewer misroutes, refires, and "lost in pickup" incidents
Increase Self-Serve Adoption
Higher QR/kiosk usage with venue-grade flow
Attach Higher Revenue
Create differentiated Segment D package that improves win-rate and ARPA
User Personas
GM / Operator (Venue)
Configure concepts, service modes, staffing, and peak controls
Kitchen Lead / Expo
Correct routing, clear prioritization, fewer refires
FOH Lead / Runner
Unified pickup and fewer "where's my order?" moments
Finance/Controller
Clean allocation reporting by concept/vendor and simple closeout exports
Guests
Fast ordering + clear pickup status
Functional Requirements
Core capabilities required to deliver on the stated objectives.
Concept Entity
Create/edit concepts with menu mapping and routing destinations. New core data model.
Unified Cart (QR + Kiosk)
Cart supports multi-concept items with single checkout. Payments as single merchant-of-record in V1.
Automatic Order Split + Routing
Each concept receives correct kitchen ticket automatically. Leverages existing zones/routing primitives.
Venue Expo Board
Unified order view showing per-concept statuses. Mark ready/complete. Web UI optimized for tablet.
Pickup Codes + Guest Status
Pickup code generated with visible status updates. Can print on receipt.
Capacity-Aware Throttling
Configurable thresholds with soft/hard throttle actions per concept/zone. Start simple + explainable.
Config Validation + Test Order
Simulated order verifies routing and flags missing mappings. Prevents peak-hour surprises.
Per-Concept Allocation Reporting
Sales by concept with fees, comps/voids. Integrates with QBO/Xero exports.
Manager Reroute Action
Reroute from Expo Board with audit log + reason. Guardrails required.
Event Mode Templates
One-click preset switching for events (menu simplification + dynamic pricing + station mapping). Defer if scope risk.
Success Metrics
| Metric | Baseline | Target | Change |
|---|---|---|---|
| Routing Error Rate | 2.0% | ≤0.8% | 60% |
| Peak Throughput | 120 orders/hr/station | 135 orders/hr/station | +12.5% |
| Pickup Friction | 18% | ≤10% | 44% |
| Self-Serve Mix | 25% | ≥40% | +15pp |
Rollout Plan
Design + Validation
Validate concept model + unified cart flows (QR-first) with 2-3 venue design partners.
Build Alpha
Concept entity + menu mapping + routing. Order split + routing. Expo Board v1. QR unified cart prototype.
Alpha Pilot
1 venue with concepts + split routing + Expo Board + pickup codes + guest status page v1.
Beta
2-3 venues with pickup flow improvements, manual + soft throttling, config validation tool.
GA
Templates + guardrails. 20+ venues. Automated throttling. Allocation exports. "Venue Ops" package GTM.
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