How Boom Battle Bar Turned Order & Pay Into a Revenue Driver Across 29 Venues

Boom Battle Bar had a conversion problem — not a traffic problem. Venues were busy, the concept worked, and the energy was there. But the ordering layer was not doing its job.

Friction at scale

iOrder functioned — barely. Every extra tap slowed ordering, shrank completion rates, and capped basket size. There were no upsells, no prompts, and no way to guide what guests actually bought.

The problem

The menu was static. No time-based changes, no promotions, no reaction to what was selling at 8pm. Every missed attachment was lost revenue.

It is the most basic… if it does it, it does it in 27 clicks.

No one ordering a porn star martini is being offered a tree…

Asking staff to upsell consistently across 24 venues was not a strategy — it was hope. Print costs were quietly burning money too: more than £8k on reprinting mistakes alone.

The shift

This was a commercial decision, not a nice-to-have upgrade. The CFO set the bar: prove incremental revenue — uplift, not parity.

Zonal was not going anywhere. The question became how to layer something better on top without ripping out the core. The Storekit × Zonal integration answered that — no rebuild, no operational reset, just a better front-end.

Exeter became the test. One site. Prove the numbers — then scale.

The solution

Storekit Order & Pay rolled out across all 29 venues. Zonal stayed on the till. Airship runs CRM and guest messaging. Toggle covers loyalty and stored value. A completely different guest experience — without ripping out the core stack.

Every table gets a QR code mapped directly to Zonal. Guests scan, land in a fast, photo-led menu, and order in seconds. Orders flow straight into Zonal — no duplication, no manual handling.

• Upsells built in — cocktail trees, add-ons, bundles
• Happy hour and time-based promotions automated
• Categories change dynamically — what is selling moves up
• Banners push events, offers, and high-margin moments
• Service charge applied by default

You can be hospitality-focused and a bad salesperson — and this bridges that.

The impact

Exeter made the decision easy. Week one: revenue nearly doubled vs iOrder — not from more guests, but from better conversion and bigger baskets.

Twenty-nine venues went live in nine days with no disruption. Higher AOV vs both iOrder and iServe at every venue. Roughly 20% of all Exeter orders placed through Storekit in the early weeks. Direct QR at Exeter drove about 2.5× more orders than landing-page QR at Canterbury.

Print costs eliminated. Menu changes drive immediate behaviour — shots pushed post-8pm added to baskets instantly. The menu is no longer static. It is a live commercial tool.

What this actually means

Boom did not just improve ordering. They turned it into a revenue driver. Every guest gets the same upsell experience. Every venue runs the same commercial logic. Every menu change has immediate impact.

For high-volume, experience-led venues, the system cannot just take orders. It needs to sell — without relying on staff memory or static menus.