Upserve’s Aggressive Move to Capture Market Share

Yesterday, we wrote a post based on some data and analysis we were pointed to about how Square has used a promotion to drive adoption of its Cash App.

Today, we stumbled upon a promotion by restaurant SaaS company UpServe. The company is offering restaurant owners $2,000 and zero interest financing to replace their existing point of sale (POS) systems with UpServe.

Intrigued, I visited the site and found a banner promoting UpServe’s recent integration with OpenTable’s reservation system. The integration of the POS and the reservation systems offers restaurant owners a way to link even more diner information with the intent of helping restaurants deliver even higher levels of personalized service.

The $2,000 promotion reflects an increasingly aggressive customer acquisition strategy by UpServe that CMO Andrea Kayal discussed on a recent Above the Cloud podcast. Also, in April, UpServe hired Kendra Tucker as CRO with the intention of accelerating growth.

“We are attacking the market differently than our competitors,” Kayal said in the podcast interview.

Kayal talked about not just going after high-intent buyers, who type “restaurant POS” into a Google search. Kayal said UpServe wants to find their “best customers” earlier in the buying cycle and then find a way to lure them away from competitors. This needs to take place well before they realize they want a new POS system. Perhaps a $2,000 offer will accelerate this process for some restaurant managers.

We write and speak often in this space about the importance of integrations. UpServe’s recent OpenTable integration is one of many examples of major players joining forces to strengthen their offerings. Based on UpServe’s willingness to put $2,000 into the hands of customers for pulling out of their existing POS and replacing it with their system, they must be seeing the benefits of integrations paying off.

Let’s hope, as diners, there is a real customer experience payoff and not just a retention payoff. It would be disappointing if the dining experience didn’t improve as a result.

But as Joseph Essas, chief technology officer at OpenTable said in a news release “our job is to walk the line between creepy and hospitable, and that’s a fine line,” said Essas. “Diners are very protective of their privacy.”

We could not agree more.

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