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`BW Online I February 9, 2004 | Wireless Finds a Welcome in Hospitality
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`FEBRUARY 9, 2004
`NEWS ANALYSIS
`
`Wireless Finds a
`
`Welcome in
`Hospitality
`Keith McNaIIy's Emenu technology is his
`latest bid to speed service, and gain
`efficiencies, in the restaurant and hotel
`industries
`
`It's not quite Star Trek, where food can be made to
`materialize just by talking into a machine. But restaurant
`guests at a new Holiday Inn in Duluth, Ga., can now
`place their meal orders electronically. The so-called
`Emenu -- really a tablet PC connected wirelessly to a
`computer in the hotel -- provides photos and nutritional
`info on menu items. Customers can tally the calories,
`carbs, and price of their meals before they order, then
`zap the request to the kitchen. The Emenu also
`translates that data into Spanish and into euros.
`
`The fun doesn't stop there. While waiting for the food,
`diners can log onto the Web using the Emenu, play
`games, get the latest on hotel events, or order a taxi.
`Guests traveling with laptops can do all of the above with
`their own machines via the hotel‘s free Wi-Fi network, at
`the restaurant or from anywhere else in the hotel,
`including their rooms.
`
`It's all part, says Keith McNaIIy, founder and CEO of
`Ameranth Vifireless, which created the Emenu, of a
`coming explosion in technology use in the hospitality
`industry. "This is kind of the classic American dream,"
`McNaIIy says. "I quit my safe job, mortgaged the house.
`I've put my whole life into this."
`
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`GRUNTS AND WAITERS. McNaIIy, 49, has taken an
`unusual route to high-tech entrepreneurship. A West
`Point grad, he served as an artillery officer for five years,
`After leaving the Army, he spent 17 years at Litton
`Industries, now a part of Northrop Grumman (NQQ ),
`helping develop the handheld wireless devices the
`military now uses to guide artillery batteries and smart bombs.
`
`SEARCh BY
`
`at; zoominfo
`
`"Before that, artillery units still performed the way they did in Napoleon‘s day, with grease
`pencils and pins on maps," McNalIy says. He saw an unlikely similarity between
`restaurant work and the military. Both, he notes, involve a lot of young people, working in
`high-stress environments that include a lot of movement.
`
`Ameranth's first product helped automate the hostess station, which McNaIIy calls the
`"command post of most restaurants.“ Now, assistant hostesses at Red Lobster, a unit of
`
`1 1 l/lfln1‘,
`
`

`

`BW Online 1 February 9, 2004 | Wireless Finds a Welcome in Hospitality
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`Page 2 of 3
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`Darden Restaurants (LBJ ), and Outback Steakhouse (fl ) wander the restaurants
`looking for customers that are leaving their tables. The employees type the table location
`into a wireless device that sends the info to the hostess station. There, additional
`software finds the next customers in line and automatically pages them to let them know
`a table is ready.
`
`"WIRELESS WENCHES." Another Ameranth product allows food servers to send
`orders wirelessly to the kitchen, sometimes allowing the drinks to arrive before the guests
`have finished ordering. That technology is being used now at six basketball arenas, the
`Opryland theme park, the new Queen Elizabeth II cruise ship, and a couple of Medieval
`Times restaurants, where the servers have been nicknamed 'Wreless Wenches."
`
`McNally's sales pitch comes down to money. Some 75% of a restaurant's business is
`done in just 15% of its operating hours. So turning tables quickly during the high-traffic
`period is critical. Ameranth also offers something to food sewers, who through faster
`ordering can work six tables at a time instead of four. "Her income just went up 50%,“ he
`says.
`
`San Diego-based Ameranth is privately held, and McNally declines to release revenues.
`He says he has raised more than $10 million in venture capital, including investments by
`Micosoft (MSFT ) and Symbol Technologies (_S_B_L ), the leader in bar-code scanners. His
`biggest competition is Columbia (Md.)-based Micros Systems (MCRS ), at $400 million a
`year, a comparative giant in software for the hospitality industry.
`
`A FIRST STEP. To make sure he doesn't end up getting his lunch eaten, McNaIIy has
`sought to partner with other leaders in hospitality technology. Radiant Systems (RADS ),
`a big player in point-of—sale tracking systems, sells McNally's hostess software.
`InfoGensis, which sells its technology to cruise ships and sports stadiums, is a partner in
`the systems for food servers.
`
`Mark Snyder, who runs Holiday Inns in North America for the chain's parent company
`InterContinental Hotels Group (fl ), also sees the Emenu as the start of something big.
`"This is the first time technology like this is being used to increase a hotel's productivity,"
`he says. "Eventually, we'll be able to integrate operations systems wirelessly -- from
`reservations to supply-chain management." That bucket of ice could be just a mouse
`click away
`
`By Christopher Palmeri in Los Angeles
`
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