In the dynamic world of hospitality, where speed, service, and consistency are key, technology is playing a bigger role than ever. We sat down with Grant Murray, Chief Commercial Officer at CRU Hospitality, to find out how partnering with Alliance IPOS has helped streamline operations across their portfolio of vibrant bars and restaurants — driving efficiency, improving guest experience, and boosting the bottom line.
Q: Grant, tell us a bit about CRU Hospitality and your role within the group.
A: CRU Hospitality operates a growing group of high-footfall bars and restaurants, each with its own unique character but all focused on delivering excellent service and memorable experiences. As Chief Commercial Officer, I look after everything from commercial strategy and supplier partnerships to ensuring our venues are set up operationally to succeed.
Q: What were the main limitations of your previous systems, and what prompted the move to Alliance IPOS?
A:Our legacy system just couldn’t keep up with what we wanted to do. For example, we were keen to introduce a proper loyalty scheme to drive repeat visits, but the functionality just wasn’t there. Another major issue was the lack of real-time visibility — we couldn’t easily compare performance across sites or make quick, data-driven decisions. That held us back both in daily operations and longer-term strategy.
Q: What were the standout improvements once the new system was in place?
A: The move to a fully integrated EPOS setup with Alliance IPOS was transformative. We rolled out digital tills, handheld tablets for table-side ordering, and kitchen video screens in place of printers — all of which sped up service and improved accuracy. Integration with our labour management and stock systems also gave us a much clearer picture of how efficiently we’re operating, both at venue level and group wide.
Q: With all that functionality, how has it impacted your team’s workflow?
A: It’s night and day. The integration across systems means our teams spend less time inputting orders, managing rotas, or chasing reports. Everything’s smoother — from front-of-house service to back-end operations. That’s translated into happier staff, better customer experiences, and more efficient labour usage across the board.
Q: What role has real-time reporting played in how you manage the business? \A: It’s been a game-changer. I can access live data across all our venues from anywhere, which means we can spot trends, respond to issues, and make commercial decisions on the fly. Before, we had to wait for manual reports — now, we’re working proactively instead of reactively.
Q: Are there any areas where the system has directly supported revenue growth or cost savings?
A: Yes — both. On the revenue side, quicker table turnover and improved ordering speed help us serve more guests without compromising quality. On the cost side, tighter control over labour, better stock accuracy, and reduced admin have all made a big difference to our margins.
Q: What advice would you give to other operators considering a tech upgrade?
A: Don’t treat it as a luxury — it’s an operational necessity. The right EPOS partner brings more than just hardware; they bring insight and support that help you run a smarter, more scalable business. Alliance IPOS really understood our needs and worked with us to build a system that works for how we operate, not the other way around.