How The Queens Head transformed sales with smart systems
- Kate Smith
- 6 days ago
- 4 min read
Check out the article on our Founder & CEO Paul Marsh in the Summer edition of the BII News..
When Chase Inns took over The Queens Head, Chesham in Buckinghamshire, in August 2023, Director Paul Marsh said he knew they weren't just inheriting a beautiful old pub -they were stepping into a prime opportunity to modernise and elevate the guest experience using smart technology.
A managed pub that had been transferred to tenancy, The Queens Head's operational systems needed updating and moving over to a more independent, tech-enabled setup.
"It wasn't just about switching systems - it was about building a seamless ecosystem that could run itself, improve customer interactions, and help us grow,"
explains Paul, who is Director of Chase Inns with two pubs, as well as being the Founder & Director of the tech company, Switch4Profit.
"We opted for a system that didn't just offer payment solutions, but was fully integrated. We wanted to embed our booking system into our website, so that it synced up with Google, with the results that anyone searching 'pub near me' could reserve a table at The Queens Head directly through the Google interface. It's frictionless and powerful," says Paul.
"Once someone books, they will receive a confirmation, and if they dine with us, they're prompted to leave a review. Most of our guests give four- or five-star reviews. The more reviews you receive, the more visibility your business gets in Google's algorithm - and that's marketing we don't have to pay for."
Paul continues: "We stay active, updating our times, adding photos, and encouraging reviews, which helps us show up first when someone searches for a pub in Chesham."
The Queens Head is a classic 16th- century pub, complete with nooks, crannies and a tiny bar, which was originally equipped with just one payment terminal. "That didn't work," explains Paul, who to solve the problems of congestion and long waits at the bar, installed an EPOS system integrated with a payment provider. "Now, we've got mobile terminals and handheld devices across the venue."
Together with providing a seamless 'Pay At Counter' process behind the bar, Paul explains how staff can take orders at the table, print the bill 'right there', and handle payments on the spot. With the added bonus of being able to split bills and add tips.
But, Paul says, any system is only as good as the team using it. "We use Slack (a messaging application to facilitate team communication) to stay in sync, sharing prompts, posting Google review stats and encouraging activity. “Staff members quickly pick up the tech. We even tag VIP guests in the system, so when someone who loves Table 30 returns we already know.”
Acknowledging how the younger generation don’t want to call to book a table, preferring a click-through solution, Paul says giving customers that option has seen sales climbing.
“Our weekly and monthly sales have steadily climbed since implementation, more than doubling our MAT (Moving Annual Total) to over £1 million within 11 months," he says.
"There's a lot of confusion around payment systems. Some operators are stuck with outdated or expensive card terminals, and when I was working with a large pubco, I saw that newer pub applicants were often at a disadvantage-paying three times more than established chains for card processing due to being seen as 'high risk'," says Paul.
To help keep guests engaged and returning regularly, The Queens Head launched a loyalty scheme, where every pound spent earns points, like a pub version of Nectar. "Regulars now compete for the highest scores on our leader board. And with tools like TalkBox (an Aussie-made platform that combines guest wi-fi and booking data), we can send timely offers and reminders, like when someone skips a visit after four weeks."
Payment insights are also beneficial, for example, says Paul, being able to identify which payment cards are being used regularly and what the customer journey looks like. "That has helped us position The Queens Head as one of the most premium pubs in the area, both in price and experience."
"There's a misconception that new tech is expensive. But when you break it down, say, by the cost of a pint a day, you'll see the return on investment is huge. Whether it's improving booking efficiency, boosting Google visibility, or increasing average spend, good tech pays for itself many times over."
"I believe, a pub website without a booking system is a missed opportunity. You simply can't afford not to take bookings online anymore. If 25% of your traffic is transitional, you're missing out if you’re not visible where people are searching.
"Whether you're running a high-turnover city pub local, integrated systems make your or a cosy country local, integrated systems make your life easier, increase your revenue, and improve your team's morale. For us at The Queens Head, tech has been a game-changer."
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