Tech Stack Chats with Tom James, Managing Director, Bill's Restaurants
We sit down with Tom James, Managing Director of Bill’s Restaurants. Tune in to this edition of Tech Stack Chats as Tom shares his perspective on how technology is transforming hospitality, from AI-driven menu insights to empowering teams, tackling industry challenges, and why now is the perfect moment for a dedicated hospitality tech show like HT360.
We use AI extensively in the booking journey and are beginning to see real benefits from the insights it provides. Perhaps the best recent example is in menu analysis. We review our menu alongside factors such as sales per dish and dish margins.
Six weeks ago, we introduced an emotional heat map. The idea is that if a guest has an emotional or sentimental connection with a dish, they are much more likely to choose it more quickly. By analysing thousands of TripAdvisor and Google reviews, we can extract valuable data to identify which dishes generate positive or negative sentiments. This has been incredibly useful in shaping our menu development process.
How do you empower your teams to adapt to the changing hospitality tech landscape?
Within the chain, management has become such a crucial skill, not only in leadership but across any business during the implementation process. One lesson we have learnt is that things take much longer than expected on the implementation journey. It is essential to pilot everything on site and be honest with yourselves. You may want to achieve the result that the product promises, but if the teams do not adopt it and are not passionate about it, then it will never land properly.
We run an extensive pilot programme with any new technology. A real benefit of this approach is that the people who take part in the pilot often become ambassadors if the product proves to be successful for the business. Other operators are far more likely to listen to their peers than to someone like me.
One of the biggest and most persistent challenges over the past few years has been cost. It is a very difficult market in which to make a profit, which is where technology provides an advantage. At every level, if you ask yourself what is the best way of doing something today, there will almost always be a tech solution to support it. In areas such as labour, for example, there are many excellent workforce management solutions that not only improve productivity but also free up time for staff to focus on what is most important, such as interacting with guests and creating memorable experiences.
The market itself is changing, with guests becoming more dynamic in their needs. As Generation Z move through the ranks, they bring with them a natural adoption of technology, and with the growth of QSR, the need for technology solutions continues to increase.
There are two main aspects to consider. On the support centre or head office side, technology is providing clearer, easier, and more productive ways of completing traditional tasks that must be done. From the creative process to accounting, menu analysis and financial analysis, there are now many excellent products that deliver answers far more quickly. This has helped us significantly reduce administration time for managers, cutting it by 30% in the last 12 months, which we are very proud of. It allows managers to spend more time coaching, developing their teams and being present on the floor.
Finally, we conduct a technology review every fortnight. There are so many interesting products entering the market, and technology continues to give us that competitive edge.
Why do you think now is the right time for a dedicated hospitality tech show like HT360?
From an operator’s perspective, it is essential to stay relevant, understand what is happening, and have the opportunity to talk to suppliers and other operators about what they are doing and how the market is moving, otherwise there is a real risk of being left behind.
When you consider the many challenges facing hospitality today, the solutions almost always lie in technology. Having the chance to dedicate time to explore these solutions, with all the hard work already done and both operators and suppliers together under one roof, is a real advantage.
Meet operators and industry leaders just like Tom at Hospitality Tech360 (HT360), launching 30 March - 01 April 2026 at Excel London as part of Food, Drink & Hospitality Week.
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