E-pub - EPoS for the ordinary publican
For years the vast majority of publicans have been powerless to do no more than gaze enviously at the fancy EPoS and back office systems introduced over the last couple of decades by the larger managed house groups. The information and controls these systems give a pub have left tenants and freetraders at a distinct disadvantage, all the more so as they have grown in scope and sophistication.
Most of this time Marshall - known simply by one of his names, a bit like Madonna - was a licensee looking on. Unlike the rest, though, he decided to do something about it, and like the character in the Johnny Cash song he set about building his own system - one piece at a time.
Over several years he sourced the parts at discount prices from around Europe and with the help of hired computer experts slowly put together an EPoS system to match the big boys.
It is already installed in 21 of Marshall's own pubs - since the 1980s he has grown from one to 37 outlets leased from various pubcos under the Independent Managed Pubs (IMP) banner - and now he has set up a company to sell his system to other licensees - M-Tech Logic.
"I looked at all the things the big managed pubs were doing and thought, why can't I have that?" says Marshall. "Now I think I have something that can help other publicans run their businesses better."
M-Tech is a modular system with EPoS tills and back office reporting at its core, giving licensees real-time information on sales they can access remotely over the internet if they're not at the pub. It can produce stock reports, replenishment requests and promotion evaluation, and can also include a time-saving accounts package.
And because head office knows exactly how much cash is held at each site, the company has made a 20 per cent saving on insurance premiums.
That's just the start. Thanks to additional technology the IMP estate is enjoying a rare example of an effective loyalty card scheme. More than 1,300 regular customers carry a Liquor Bonus card which they claim a discount with or put money on and use as plastic cash.
It can also, says Marshall, help keep out unruly elements by acting as a kind of membership card, and by setting limits on what they spend at the pub customers can control they're drinking.
Card-holders give their mobile phone number so they can be texted with information on promotions and events.
IMP's security and surveillance system can also be included as part of the package. As well as watching the customers motion-sensitive CCTV cameras observe staff and their actions can be monitored back office or on the web, the screen showing simultaneously what's being rung up on the till.
In the past year, as a result of the information, the company has dismissed three members of staff for dishonesty and put customers in court for violent behaviour.
Most recently, Marshall has linked up with Mediatheme, installing its Entertainer system alongside M-Tech in his pubs. As well as being able to tailor plasma-screen based entertainment to the customer base it also allows managers to tap an extra source of revenue by showing TV-quality third-party advertising in the bar.
Marshall admits that none of this is really new - "but it's not on sale to pubs outside the high street chains".
"It's different because I've built it myself, based on my own experience as an operator. It's not come from the computer industry but from inside the pub trade, so it fits what licensees really need, and it's designed for the small operator, someone with one, two, three or four pubs.
"By helping licensees control their businesses better I hope it can help give them their lives back. And because there's no middle man dealer, just M-Tech and myself, it's affordable. This is like getting a BMW at Skoda prices."
For more information go to www.mtechlogic.com
