Solidifying Toast as the #1 point-of-sale system in Restaurants.
Client
TOAST
Industry
TECHNOLOGY
CHALLENGE
Toast was challenged by an influx of POS competitors grabbing for market share.
Over the past several years, the restaurant POS market has been flooded by tech companies. From scrappy upstarts to Silicon Valley behemoth Square, they all tout powerful software, data-driven insights, hundreds of thousands of customers, and deep knowledge of the industry. In this massively competitive context, Toast’s distinctiveness was in danger of getting swallowed.
OPPORTUNITY
Position Toast above the transactional chatter as the tried-and-true partner for delivering hospitality.
While the category talked about features and functionality, we leaned into Toast’s uncatchable differentiator: Toast was born in restaurants. And for 14 years they built their products by studying the world from a singular point of view: the eyes of restaurant owners. Put simply: “Nobody does hospitality quite like Toast.” We needed to transform that intangible differentiator into a concrete, Toast-only benefit.
AUDIENCE INSIGHT
“Hospitality” isn’t one thing. It’s a thousand little things.
Whether they run fine dining restaurants, pizza parlors, or vegan cafes, restaurant owners have a uniform definition of hospitality: “one size fits one.” It’s about nailing all the details for every customer, every time. Because those little details are what keep diners coming back. And when they go wrong, a restaurant can lose a customer forever.
STRATEGY
Little things are big.
Because Toast is the POS built by people who see the world the way restaurant owners see the world, it’s not one thing that makes Toast’s technology different – it’s a thousand little things that help restaurants deliver the precise experiences their customers want.
CAMPAIGN IDEA
Toast Knows Restaurants.
Even a dining room full of the world’s pickiest eaters – and a very hungry Matty Matheson – is no match for a restaurant that runs on Toast.
Creative by Arnold Worldwide
