PATENT OWNER
`PATENT OWNER
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`EXHIBIT 2054
`EXHIBIT 2054
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`FEBRUARY 2009 FSTEC PANEL AWARDS PRESENTATION
`
`GS3: Technology Executives Panel
`
`Tom Larinega:
`
`My name is Tom Larinega and I’m the publisher of Nation’s Restaurant news and I’m delighted
`that you’re here with us for the next few days. As you probably know by now FS TEC is
`produced and managed by Nation’s restaurant news and in partnership with Rob Grimes of
`Acuvia. Hey, let’s face it folks and you don’t need me to tell you, these are very very
`challenging times to say the least. We’ve got weak consumer confidence, high unemployment,
`high energy and food costs, and global economic crisis. The list of what ails our industry and
`challenges our balance sheets goes on and on. The unprecedented nature of what we are facing
`feels like to me every week to me like a roller coaster ride that tests our resilience, and our skills
`as decision makers and leaders and with so much going on and so much to do in order to keep
`pace I particularly want to thank you for making the time to join us here at FS TEC in Orlando
`this year. Uh, we all know that in difficult times like these enormous pressure exists to cut costs
`or to postpone the implementation of a new technology or equipment roll out. I know in the
`media business right now there are so many opportunities for Nations Restaurants news to
`continue its evolution from print to digital platforms but it seems like today the always important
`question of what is the ROI, is being accompanied by the question of when is the ROI.
`Conventional thinking says to wait until the economic and revenue forecasts improve. But the
`truth is smart CEOs, smart CIOs, smart business leaders, see technology as a strategic imperative
`in challenging times like these. They know that while postponing a rollout may lead to short
`term savings it can just as easily lead to a longer term of competitive disadvantage. In the
`January 26th issue of Nation’s restaurant news our expert editorial staff uncovered 50
`opportunities for restaurant companies to respond proactively to today’s market conditions and
`by my rough count a full 30% of them contained a technology component. I know those of you
`in this room know better than anyone that successful business strategy, innovation and
`technology go hand and hand. So, the theme of this year’s FS TEC is “Keeping Cool when the
`Heat is on”, and it includes the letters I.C.E in the logo. And while many of us were glad to
`escape icy corners of the United States to come down here to sunny Orlando where it’s just as
`cold, ice in this case is an acronym, standing for integration, communication, and efficiency.
`These are three key areas that most food service companies are looking to improve and I am
`confident that you will find that our FS TEC program over the next few days will send you all
`home in a better position to improve your ICE in the year ahead. Among the other educational
`and networking opportunities that you will find here over the next few days as you now this is
`the second time that FSTEC is co-locating with the biannual____ show and I hope you’ll take the
`time to while you’re here to see the latest advancements in food service equipment on display
`here in the convention center. We’ve got some great sessions in store over the next few days,
`starting in just a few minutes with the technology executive panel, which will share the insight
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`expertise of leading technology and service companies moderated by Rob Grimes of Acuvia.
`Also on the agenda is a session that is particularly relevant this year making the case for IT
`investment in a tough economy. This session is presented by the national restaurant associations,
`MIS executive study group whom I’d like to thank for helping with yesterday’s roundtable
`discussions at lunch. Can we please give them a round of applause? (Clapping) Later in the
`program were especially excited to hear from Tamara’s key note speaker and futurist Peter
`Layton. Pete is one of the founding editorial managers of Wired magazine. Among his many
`interests and accomplishments Peter oversaw a think tank for the effective use of technology in
`the political arena. And that should be a very illuminating talk as Peter provides a glimpse into
`what the future has in store for technology and its consumer business and political applications.
`Before we move into our first session, I do want to say a word of thanks to some of the
`industry’s leading suppliers that are here with us. In Orlando they have been long time
`supporters of FS TEC. And they include our founding sponsor, Micros. Corporate sponsors Par
`and Radiant, and affiliate sponsors Epson, Hyperactive and Expiend. Obviously they’re ongoing
`support of FS TEC says a lot about their industry leadership and unwavering commitment to
`food service technology. And let’s give them a round of applause too please. (Clapping). So, I
`also want you to know that around the perimeter here of our session here, uh, we’ve got over 70
`exhibitors, each with its own restaurant specific business solutions. And they too are deserving
`of your time over the next few days as you make the most of your stay here at Orlando. Uh, the
`exhibit halls open it started at 10, so get right out there after our sessions in here today. Uh, right
`now it’s time to get our busy day started with our technology executive’s panel and here to
`moderate the session is the chairman and CEO, our business partner at FS Tec, Rob Grimes of
`Acuvia. Rob just became a franchise owner of a Fresh City restaurant in his home state of
`Maryland. Ladies and gentleman please welcome Rob Grimes. (Clapping)
`
`Robert Grimes:
`
`Well our panel is assembling themselves up here uh thank you Tom for the introduction and
`welcome everybody to the first full day of the FS Tec trade show, and of course our second day
`of the conference. You know Sunday’s Super bowl showed why it’s critical to have a winning
`organization and have a defense and the conference arena is no different than a football world in
`that regard. Here at FS TEC, the information talent runs deep and never quits as this morning’s
`technology executives panel no doubt will demonstrate. Before I introduce the panelists I want
`to remind you really of your part in this whole thing. If you have questions you should go ahead
`and write them down on a 3 x 5 card that’s at your table and then if you raise your hand a room
`monitor will pick that up and bring that up here. Now, on top of the questions that you might ask
`as I promised yesterday for those of you who attended, I saved the questions that were asked
`yesterday of our CIO panel and some of those questions are very pertinent to the group today and
`were going to see what their take is, uh on the technology and some of the discussion points from
`yesterday. So, if you have a question write it down, send it up and that question can be directed
`to one specific panelist or it can be directed to the whole panel and you can indicate that on the
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`card. So, let’s get on to, (are you okay there) let’s get on to introducing our panel. And I’m
`gonna go ahead and start to my left with Paul Langenbahn. Paul is the president of the
`hospitality division at Radiant systems. (Laughter) Okay, so were all now all wired up. Uh, Al
`Little, who I think most of you know is the managing editor of technology for nation’s
`restaurant news and the publisher of many of nations restaurants news’s technology related news
`letters, blogs, articles and all kinds of things including some of the events and he’ll tell you that
`in a minute. Following Al is David Matthews. Besides being a singer he is also the senior vice
`president and chief of information (your supposed to laugh at that, I know its early but, you
`know) he is the chief informational officer for the national restaurant association. Um, David not
`only has access to NRA research about technology and operator and consumer attitudes some of
`which hell share with us today, but he actually has hands on experience with enterprise
`applications used by the association’s members. This is the first time we’ve actually had the
`national restaurant association represented on this panel and I think as you’re gonna hear today I
`really believe it’s gonna add a mix to what we’re discussing from both the vendors side we heard
`about from the operators side but of course what the NRA itself is doing to address some of the
`subjects that we have. To David’s left is Edward Rothenberg the vice president of operations of
`restaurant sales and strategies for microsystems. And in the far corner and certainly not last or
`least, she is last but not least, is Karen Sammon president of software solutions for PAR. So now
`it’s time for us to find out what these technologies providers can tell us. So what I’d like to do is
`just start out with a brief introduction as to who you really are, uh what your company does and
`actually if you’d just take a moment and talk about how you got into the industry. Paul.
`
`Paul Langenbalm:
`
`Hi everyone, I’m Paul Langenbalm, I’m the president of Radiant systems, hospitality division.
`We deliver systems that help you maximize your operations, measure your business in real time,
`manage it centrally and market it to your customers and uh very happy to uh be here to support
`this important event and our industry and on behalf of our 1300 employees, our 150 partners that
`serve small businesses around the world and their 3000 employees just thank you for the
`opportunity to continue to serve the industry. Uh, I like a lot of people go into this industry by
`uh, by accident. I worked for one of our company’s early customers. Uh, 15 years ago and
`decided that I had a passion for technology and called the founder of our company and asked him
`for a job. That’s, that’s my story.
`
`Robert Grimes:
`
`Great, Al.
`
`Alan Little:
`
`Alan Little, Nation’s restaurant news. We try and strive to get as much operator case study
`reporting in the NRN and all its various vehicles such as NRN online, tech trends monthly
`newsletter. We do strive to make it almost exclusively case study operator to operator. We do
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`leave out some news about new features and new technology but we just found that the
`readership and the users prefer to hear from what their peers have to say about their experiences,
`so if you’ve got great case study news about a technology that is helping our operator or
`operation improve their business, improve their customer relationships, improve their employee
`management always love to hear from you at ALITTLE@NRN.com. Got into this business um
`through the daily news business but before I was in the daily news business I worked in
`restaurants from the time I was 14 form the time I was 21 and my last job was a general manager
`of Lawn Country Survivor at Irvine, California where I ran multiple food service operations
`catering and special events.
`
`Robert Grimes:
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`Thank you, David.
`
`David Matthews:
`
`Uh, thanks for the invitation Rob. I think that one of the reasons Rob invited me was because he
`thought that the name Dave Matthews might draw some of you into the audience without telling
`you I was actually from the NRA, however having said that the NRA is pleased to be a part of
`this panel and we move forward and work on the four strategic imperatives that we’ve decided
`are the focus of NRA’s initiatives over the next 5 years and those deal with jobs and career, food
`and healthy living, sustainability and social responsibility, and profitability and entrepreneurship.
`We see that technology plays a key role in all of those imperatives and I believe today you’ll
`hear me listen more than you will talk. What we want is feedback from the industry so that we
`can then tell our initiatives and efforts to support technology and support the industry.
`
`Edward Rothenberg:
`
`Good morning I’m Ed Rothenberg with microsystems. I see a lot of familiar faces out there so I
`think you know who Micros is so I think I’ll tell you a couple of things that you may not know
`about micros. In addition to being a leading supplier of technology to restaurants and hospitality
`we are also leading supplier of technology to educational institutions, colleges, everything from
`Cornell, Penn State, Rob’s Alma matter, Delaware, college of Charleston. So we are putting our
`technology and our time out there for students and helping them learn about what technology can
`do for them as they move forward in their careers in the hospitality industry. Micros is also
`recently required several retail companies and we’ve got a lot of crossover in the industry from
`the retail folks and the technology that they provide to their users that we’ve been able to
`leverage in hospitality, specifically in the areas of web design, online ordering, that kind of thing
`as well as in the area of loss prevention where the retail folks have some really strong
`technologies for analyzing potential fraud opportunities within your restaurant. As an industry
`Micros is looking at the table service side of things. One of the things that you might not know
`is we feel really strongly about customer relationship management as a core part of our project
`strategy going forward we see its essential to online ordering, ordering via smartphone, as well
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`as our next generation point of sale, we really feel strongly that that’s the opportunity for table
`service restaurants to get their customers back. And lastly, uh, through our HSI division micros
`has recently released technology where our an IPhone or an IPOD can be used as an ordering
`device in the restaurant. Again, looking at the table service industry and helping them with their
`service element, were really strong and mobile to ordering area. So a couple things about Micros
`that may not be as common knowledge out there. As far as how I got in the industry, kind a silly
`way, I was working as a bartender going to college and uh for computer science and I answered
`an ad for Micros that said restaurant manager that knows Unix. I fit that bill and that’s how I
`ended up at micros.
`
`Robert Grimes:
`
`Karen
`
`Karen Sammon:
`
`Good morning everyone, my name is Karen Sammon, and this is my 13th FS TEC and if I shut
`my eyes I might feel like I am back in frigid New York but it’s good to be here. Par is the leader
`in technology solutions for restaurants, hotels, and transportation. For the restaurant market, our
`solutions are broad and include software, hardware, and the services for our customers and 105
`countries around the world. Our software includes everything. We’re talking about efficiency in
`communication, and so these things are very important as we talk about the solutions for the
`store, the points of sale, point of service and the content management that were addressing these
`days. Today we announced our new hardware platform Everserves 6000 series and it is our 6th
`generation of hardware excellence. In order to support our customers outside the Unites States
`we have 18 offices, around the globe and we support and serve and sell to our customers through
`direct offices and we have manufacturing plant and offered development also outside mirrors
`what we do, so were growing with the restaurant market outside the US. How did I get into the
`industry? I was born in to this industry. Part was established in 1968 and got into the restaurant
`marketing in 1978 with our first partners McDonalds and at that time as a kid I was working on
`our first generation of POS and you know went through college and law school and joined the
`company officially and on the payroll 16 years ago so I’ve been in this industry for a long time
`working with a lot of you to design, develop, deliver our solutions.
`
`Robert Grimes:
`
`Great, Thank you. I’d actually like to start out with taking us back a year. Now, last year and
`every year we talk about what new technologies you believe are gonna be coming for the next 12
`months. Now, the two things that I took away from our panel last year and from the sessions last
`year was one was online ordering and the second was the social networking sites and there was a
`lot of discussion about that. Now, Paul last year I remember you saying on here that at the time,
`Radient did not have an online ordering solution and I don’t think actually any of the panelists
`did at the time and that if I got it correctly you said here were about 30 companies out there in
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`the industry and everybody had missed the boat, was what you had said. So, in other words that
`these companies popped up, you know and started doing it and there was a need and that nobody
`jumped in it. So, I would like to know from our panelist now on online ordering. Are you guys
`now into it, are you offering it, are you still partnering, what was the strategy, but did you do
`something about that since it was the hot subject of last year? Paul, we’ll start with you.
`
`Paul Langenbahn:
`
`Well, I think the evolution that we’ve seen is a if you go back a number of years ago the point of
`sales system was really a transaction engine for your store. And what we’re seeing as we extend
`our reach to customers you know outside the four walls of the stores the point of sale system is
`now a transaction engine for your brand and I’m not sure I said that they all missed the boat I
`think what I said was that there was a lot of small companies who were delivering technology
`and what I believed was that for a large enterprise to successfully market outside the four walls
`of their company there was a necessity for a highly integrated solution and if you had the
`opportunity to hear the folks from Chipotle speak on one of the panels yesterday you got a pretty
`good idea about what we’ve done. That was a project that we worked with on Chipotle and the
`things that were important is they tried to create and amazing web experience for their guests
`were that the experience was a 100% reliable and very consistent with their experience in their
`stores and if you know anything about their brand the experience when you go into their store is
`a big big part of their brand. So those are things that were important and what I talked about last
`year was where online ordering can become problematic is if your website allows a consumer to
`order a product that your store is out of or if the price on the website isn’t in sync with the price
`in the store or if taxes aren’t calculated exactly right, those sort of things. So by a wholly
`integrated solution that’s riding a secure rail into the store you can eliminate a lot of those
`challenges and that’s what we’ve been working on for the last year. Our first big implementation
`was with Chipotle, they brought 800 plus sites live on the solution over a period of weeks and
`this happened kinda right before the holidays and I think last week we hit a milestone where they
`did their 250,000 transaction online all very successful.
`
`Robert Grimes:
`
`So you’ve stepped up and you have that solution out there? Karen, where are you on this?
`
`Karen Sammon:
`
`Yeah online ordering has long been an important element of our solution, our infusion suite of
`products integrates tightly with online ordering and I think that the real issue is the changing
`points of service that our customers are experiencing and as the points of service become from
`the traditional in store to drive thru to delivery and online ordering and all the different places
`that you need to have your points of sale and points of service we’ve been trending with the
`market. So working with different we’ve partnered with different online ordering companies
`and worked really tightly integrating that orders so it seamlessly flows to the store so there’s
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`management and visibility at every level to the orders and where they’re flowing so we track and
`traced and delivered and maintained and all that information is really critical and that we
`provide this to our, we started with pizza that was an area that we concentrated on and now
`delivery is becoming so much more prevalent in online ordering coupled with it has made our
`solutions very robust.
`
`Robert Grimes:
`
`Ed
`
`Edward Rothenberg:
`
`Micros is certainly neck deep in online ordering. We’ve launched our product we call my central
`an online ordering product and have several customers logged with it, our largest is a pizza chain
`that’s doing about peak volume on a Friday night about 2 transactions a second. The key thing
`on online ordering for us has been to make sure that there is a good well defined interface
`between our online ordering product and the point of sale so that keeping things in sync
`such as prices and taxes is very well defined because were not anticipating going out and
`working with customers that are all Micros. So were anticipating a non-homogenous network of
`point of sales and we need to be able to present to them a solid interface so that we can get a
`company up and going rapidly with online ordering. Now the interesting thing to us about online
`ordering , I’ll go back to Siarra and go back to a lot of things that restaurants are doing now that
`they weren’t doing as much as a year or two ago. There doing a lot of calling and car side
`curbside type ordering they’re expanding into delivery. They’re doing online ordering, they’ll get
`to the point where they’re doing that same online ordering via a smartphone and all this is giving
`restaurants a tremendous opportunity to identify their customers and get a link to their customers
`that’s something that has always been a challenge, loyalty has always been a challenge in the
`restaurant industry because you can’t identify the customer now you have these normal course
`of business activities where you can ask for phone numbers and names and emails address and
`start to link up and figure out what customers are doing, what they’re ordering, when they’re
`coming in, when they’re not coming in and then you can go on the backend to campaigning and
`different things to target and invite customers back into your restaurant and when I think about
`online ordering, when we think, micros thinks about online ordering we really think of it as a
`natural extension from a good Siarran program as much as we think about it as an operational
`solution expand the dining room.
`
`Robert Grimes:
`
`So Ed when you, when you start working on this development effort it really was sort of a
`separate development effort from your normal point of sale development?
`
`Edward Rothenberg:
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`Correct
`
`Robert Grimes:
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`Was it the same for you Paul?
`
`Paul Langenbahn:
`
`Ah Yes
`
`Robert Grimes:
`
`Okay, Karen
`
`Karen Sammon:
`
`It was (inaudible)
`
`Robert Grimes:
`
`Okay, is the point of sale of tomorrow for your companies going to be the online ordering of
`today? Do you think that the hosted application will eventually get to in fact may be the
`abandonment, they’ll be a place for the next ten year obviously of the in store pieces and things,
`but as people start moving towards hosted applications, do you think you’re gonna build your
`next POS based on the online ordering piece or on your current piece that you have or are you
`gonna merge the two together?
`
`Unidentifiable Speaker:
`
`Our technology has evolved over the ten years and we really accelerated that over the five years,
`so if you look at the solution today if you started as a new customer with us today and you
`deployed the entire Aloha enterprise solution you’d find that about 3/4 of the solution is actually
`hosted today so you’ve got the actual application that runs on the terminal that serves the guests
`it is there in the store but all of your command and control your management reporting, your
`CRM applications, you know online ordering all of that is hosted and and where it become
`important to intergrade a lot of these things is sharing one secure connection in and out of the
`stores, getting the economies of doing multiple applications in one data center environment and
`so I think we’ve come, I think all of us actually have come a long ways in that direction in the
`last several years and I don’t think its so much a revolution where were ever gonna snap our
`fingers and one day everything’s gonna be in the data center but I think there has been a very
`smart evolution as things like nativity and networks have improved as the ability to secure
`transactions between the data center and the site have proved there’s been a very natural
`evolution towards more and more in the data center, and that will continue.
`
`Robert Grimes:
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`Karen do you want to comment on that, is your online ordering solutions today the hosted POS
`of tomorrow
`
`Edward Rothenberg:
`
`It think the thing that Micros is doing is positioning ourselves to accept transactions from a
`variety of nontraditional clients, so if you look at the traditional point of sale application or
`relatively fad stand-alone capable application residing on a POS terminal that’s posting
`transactions in the same way a kiosk would whether it’s a Micros kiosk or a third party, the same
`way an online order would come in the same way a cell phone order would come in. So, the idea
`is to present that clean interface for your transactions so that you can support whatever the client
`of the future is, now if you look at online ordering you know the experience your after there is, I
`want it to work in a browser, I don’t want a customer to have to download any software, so the
`question you’re really asking Rob is how long till restaurants don’t require stand-alone resilience
`and that’s based on what I see with networks out there is a good ways off. More than five years
`off.
`
`Robert Grimes:
`
`Karen
`
`Karen Sammon
`
`Yeah I agree with what you guys had said and I think with Rob as you ask about online ordering,
`does you next generation application become a replacement you would look at it a little bit
`differently. Our next generation applications are all based on the framework that does move
`everything out of the store, so were heading in that direction and as were looking at the way you
`manage content and the way you distribute content and content is in all the different ways that
`you look at it. Whether its graphics or data or however your managing the different channels so
`as you take in that location and you’re gonna be pushing information from an enterprise host and
`solution whether it’s in your browser or not they do start to melt together and we are designing to
`be able to achieve that.
`
`Robert Grimes:
`
`Al, I’d like to get your thoughts on this because you’re talking a lot of different restaurant tours
`out there, you’re talking to people who have done online ordering on the side, it appears that
`some of the online ordering companies are now offering more point of sale, they’re doing CRM
`as well in their portfolio. From the operators perspective what you’re seeing in the market are
`you seeing them really just looking at it separate things do you think they want to buy as part of
`the total package suit? What do you believe the perspective is out there right now.
`
`Alan Liddle:
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`I think that it really depends on the organization what I do know is that every organization from
`independence to the major chains want things as simple as possible and the hosted applications
`and data bases can do that so I would say that what we’ve heard up here also that everything that
`isn’t transaction based anything that isn’t the direct POS in the store is moving out of the store
`and I think people like that I haven’t talked to anyone in years past (excuse me) in years past you
`talked to people about hosted solutions and you’d hear some stories about downtime and such. I
`don’t hear that anymore, maybe it’s out there and they’re not calling me as much as they use to
`so I would say that the people would like to buy small organizations would like to buy complete
`packages as much as possible as long as they don’t feel like they’re giving up best of breed on
`anything and as much as you can take out of the restaurant is being appreciated and were seeing
`that trend in a lot of places. (Laughter) Pick up a coffin in March…
`
`
`
`Robert Grimes:
`
`Now were gonna have a judging contest on dancing up here. (Laughter). David, you wanna
`switch subjects a little bit, social networking.
`
`David Matthews:
`
`Let me go back to online ordering for a second. One of the things that NRA does is conducts
`annual surveys of both our members as well as our member’s customers and just a couple
`statistics. Online ordering is not only here but it’s getting bigger. In the 18-54 age range
`bracket, which is a huge bracket over 50% of the people that we surveyed indicated that they
`would use a PC or a intelligent phone or other device to not only do their online ordering but
`specify a time when they would come to the restaurant to have their order served as well. So
`you’re seeing that crossover a wide range of ages in our customer’s. The other thing that ties
`into that and causes these solutions to have to bicoudous is that we’re seeing a fairly high
`percentage of people indicating that they would use touch screen devices in full service
`restaurants to not only order but to pay their bill to browse the internet while they’re at the table
`and obviously as you would assume 65% of the 18-24 year olds indicated that they would do
`that, but over 50% of the 25-44 year olds also indicated that they would use a touch screen in a
`full service restaurant so it’s not just coming, it’s here and it will only get bigger.
`
`Robert Grimes:
`
`Clearly the NRA recognizes this is a key area possibly a member service of the future and things
`that you need to focus on because it connects
`
`David Matthews:
`
`Absolutely, and we would view this as part of the profitability and entrepreneurship imperative
`that were following up on.
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`Robert Grimes:
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`Okay, so im gonna stick with you here
`
`David Matthews:
`
`Sure
`
`Robert Grimes:
`
`Social networking, what is the perspective of how the NRA is going to reach out to members or
`consumers this way what the role is on and then I’d like to hear when you guys are thinking
`about as far as incorporating that in our product lineup
`
`David Matthews:
`
`Sure, and I think we already touched on that. One of the benefits that you get from moving your
`customers online is knowledge about them and that holds true in the restaurant industry as well
`as within the association. We want to reach out to our members through a wide range of
`activities not just our annual show but we are talking about setting up social communities and
`social networking we are moving into blogs were looking at reaching out to membership through
`tools like text messaging as well so that we can alert them to legislative issues, food safety issues
`that we come across, and push information out much more immediately than in way sin the past
`and certainly that’s true for our members as they reach out to their customers as well.
`
`Robert Grimes:
`
`Thank you, are any of you guys providing some solutions or heading that way right now with
`some of your applications?
`
`
`
`Unidentifiable Speaker:
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`I think that this there is certainly an impact to this whole social networking you know
`phenomenon in our industry and its funny I keep getting asked about social networking and
`getting asked about web 2.0 and it certainly seems to be the current buzzword that has a lot of
`interest and I think there’s an evolutionary aspect to social networking to our businesses,
`probably not a revolutionary one. There was a noted scientist and technology executive and
`futurist his name was Roy Mara and I have to confess I had not heard of him till a short time ago,
`but he had a very interesting quote many many years ago, I think this was the late 60’s or early
`70’s he said “ we tend to overestimate the effect of the new technology in the short term and
`underestimate its effect in the long term” and I decided to put that to test a little bit in our own
`industry and I started thinking back of over the last ten years or so what are the things that have
`gotten us really excited and have they truly been revolutionary like we expected at the moment
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`or evolutionary and I won’t take too m