RoundTab brand and voice
What RoundTab stands for
RoundTab connects the guest's table order with the venue team's service. Its purpose is to make ordering clearer while keeping people at the centre of hospitality.
Primary acquisition audience: people who run pubs, bars and taprooms. Other supported venue types can still appear where relevant; do not imply the product has become pub-only. Talk to the operator as someone responsible for guests, staff and a working service. Guests and staff are secondary audiences whose experience should be easy to understand.
Positioning: Browser-based table ordering for hospitality venues, bringing guest orders and staff fulfilment into one clear journey.
Existing public headline to retain: Less waiting. More hospitality. Treat this as an aspiration, not a measured claim about queue reduction. Pair it with an explanation of what the product actually does.
One-sentence description: RoundTab lets guests order from their table in a web browser, while your team picks up the orders and gets them ready. Online payments are optional.
Long description: Guests scan a table QR code and browse your menu on their phone. They place an order, and your team receives it in RoundTab and keeps its status up to date through fulfilment. Connect Stripe for online payments, or collect payment separately through your usual process. Use the demo to explore the journey, then follow the first-service checklist to prepare your venue.
Brand personality and behaviour
- Practical: explain one useful thing and the next step. Show the product doing the job.
- Friendly: make people feel welcome and comfortable asking for help. Be personable and considerate of the operator’s time, with useful answers in ordinary language.
- Calm: be clear when something is optional, uncertain or needs checking. Do not rush operators into changes during service.
- Straightforward: distinguish product mechanics from possible benefits. State relevant conditions close to the claim.
The visual expression follows the same approach: warm paper, ink and gold; generous space; simple diagrams and legible product views. The burger is a recognisable mark, not a restriction to food venues. Show drinks and mixed venues too. Avoid cartoon mascots becoming a second identity.
Tone of voice
Write as a friendly, capable person who respects the operator's time. Being personable means taking an interest in their situation and making the next step easier. Use “you” for the operator, “your team” for staff, “guests” for people ordering and “we” for RoundTab. Use contractions naturally. British English: organise, fulfil, colour, café. Use sentence case, short paragraphs and concrete verbs. Spell the product RoundTab and the company RoundTab Ltd. The visible wordmark dot is graphic styling, not punctuation required in prose or handles.
| Principle | Use | Avoid |
|---|---|---|
| Clear | “Guests open your menu in their browser.” | “A seamless digital transformation solution.” |
| Helpful | “Start by checking your menu and tables.” | “Get fully set up in five minutes.” |
| Credible | “Your team receives the order in RoundTab.” | “Never miss an order again.” |
| Hospitable | “Need a hand with setup? Ask us.” | Forced banter, stereotypes or talking down to staff |
| Specific | “Connect Stripe to take online payments.” | “Works with every till, wallet and payment method.” |
| Honest | “See how table ordering works.” | “Guaranteed to grow your sales.” |
Avoid “punters”, “landlords” and specialist trade jargon as default labels; not every operator identifies with them. Do not pretend we have personally worked a shift, visited a venue or interviewed someone. A named founder can sign a personal reply with their own approved sign-off; brand posts do not impersonate them.
Adapt the tone to the situation
Website and ads: concise and confident, one product explanation and one next step. Social: conversational and useful, with the operator visible in the first sentence. Help: exact steps and labels; accuracy takes priority over slogans. Onboarding: reassuring, with a clear completion check. Support: acknowledge the problem, establish the next safe action, then ask for the minimum useful details. Service incidents: factual and calm; avoid humour, promotional CTAs or invented resolution times.
Support example: “Thanks for flagging this. Please send your venue name, the approximate time and the message shown to support@roundtab.com. Leave passwords and card details out. We'll use that to investigate.”
Message hierarchy and evidence
- Lead with table ordering and the people it serves.
- Explain the scan → browser menu → order → staff fulfilment journey.
- State payment choice when relevant: optional Stripe online payments or separate collection. Separate collection is not a promise of open tabs, POS integration or deferred payment.
- Offer one appropriate next step: view the demo, register a venue, read the checklist or ask for help.
| Message | Current basis | Usage condition |
|---|---|---|
| Browser menu, no guest app download | Live website and current demonstrated workflow | Do not broaden to every browser/device or no guest details required |
| Staff receive and fulfil orders | Current internal demonstration and published first-service guide | Show actual order view, not invented printer tickets |
| Optional online payments via Stripe | Live website and first-service guide | Keep separate collection clear; do not imply all wallet support |
| Menu, table and order management | Current product and website | Describe functions, not guaranteed time savings |
| Platform pricing | Live pricing exists | Recheck and approve exact fees/conditions per use; no fixed pricing baked into evergreen templates |
| Customer success or financial benefit | No approved public proof supplied here | Require permission and evidence for exact quote/metric; do not invent either |
Exclude fear-based pressure, unsupported revenue/performance claims, security superlatives, guaranteed setup times, public support targets, legal compliance promises. Describe the current ordering experience rather than contact-tracing services.
Illustration direction
The illustration style is warm, aspirational editorial illustration: hospitality, conversation and time together first, with fictional sample venues and conceptual menu details. Use the guidance, copy variations and usage guidance in ILLUSTRATION_DIRECTION.md. Keep factual product demonstrations distinct from conceptual scenes. Use the Lantern Yard examples as visual references.
Social media brand
Use the same mark, spelling, palette and voice across Facebook, Instagram and X profiles. Platform handles stay as they are. An avatar is the mark alone, without tiny wordmark text. In a circular crop, all meaningful geometry must remain visible. Covers pair the existing headline with a short product descriptor; avoid long brochure-like paragraphs. Check the final crop on each platform.
Channel roles
| Channel | Role and format | Copy approach |
|---|---|---|
| Useful explanations, setup guidance, illustrations and short demonstrations | Open with an operator situation, explain clearly and link to one relevant destination | |
| Visually led stories, illustrations and concise carousels | Use a short opening, readable on-image message and a matching profile link | |
| X | Concise product and help updates | Make one useful point and use a direct link |
Profile copy
Display name: RoundTab.
Short bio: Table ordering for pubs, bars and taprooms. Guests order in their browser. Your team takes it from there.
Long Facebook description: RoundTab brings guests' table orders to your team. Guests scan a QR code, browse your menu and order in their browser. Your team receives and fulfils the order. Connect Stripe for online payments, or collect payment separately. Explore the demo at roundtab.com/demo.
Instagram bio: Table ordering for pubs, bars & taprooms. No guest app download. See the demo ↓
Instagram demo destination: https://roundtab.com/demo. Use a destination that matches the caption and the experience visitors will find there.
Reusable content themes
- See the journey: one genuine workflow, clearly labelled if made from edited screenshots.
- Get ready for service: one useful check from the accepted first-service guide.
- Know your options: explain a verified product choice, such as online versus separately collected payments.
- Meet the people: only permission-cleared venue stories or founder material with accurate attribution.
Build a useful content mix with workflow carousel, staff-screen demo excerpt, first-service checklist card and payment-choice explainer.
Sample posts
Facebook workflow post: “Running a pub, bar or taproom? Guests browse your menu and order on their phone, and your team takes it from there. Explore the guest menu demo: https://roundtab.com/demo”
Instagram carousel caption: “From table to team. Guests scan the QR code, open your menu in their browser and place an order. Your team takes it from there. See the journey through the link in our bio.” Use this CTA only if that approved destination is actually in the profile.
Carousel cards: 1 “From table to team.” 2 “Scan. Browse. Order.” 3 “Your team receives and fulfils the order.” 4 “See RoundTab in action.” Card 2 must not imply a successful payment is unnecessary when online payment is selected. Provide the payment explanation in the caption or demo where relevant.
First-service post: “Before your first service, check the menu, tables, payment choice and staff order screen. Our checklist walks through each step and what ready looks like: https://roundtab.com/help/first-service-checklist”
X post: “Table ordering, from guest to team. Guests order in their browser; your team takes it from there. Explore RoundTab: https://roundtab.com/demo”
Reply to “Do guests need an app?”: “No guest app download is needed. The table QR code opens your menu in their browser. You can see the journey in the demo: https://roundtab.com/demo”
Reply to “Will it work with our till?”: “Tell us about your setup and we'll check what is supported. Please use https://roundtab.com/enquiry/create rather than sharing account details here.” Do not promise an integration.
Social presentation and accessibility
Lead with one message per card. Use ink on gold/paper, readable type and generous margins. Repeat the essential point in the caption so meaning is available outside the image. Add meaningful alt text, accurate video captions and a clear reading order. Multiword hashtags use capitals between words, for example #TableOrdering; hashtags and emojis are optional, not a voice requirement. Avoid emoji strings and tiny feature lists. Do not rely on sound or colour alone.
Use actual product captures with synthetic data or deliberately labelled illustration. No stock portrait may stand in for a customer; no venue photo, name or testimonial is reused without rights and permission. Music requires rights appropriate to organic and paid distribution separately. Do not assume platform-library music is cleared for ads or cross-platform exports.
Use consistent layouts for profiles, covers, posts, stories and carousels. Sizes are design canvases, not certification against every live placement. Keep text in the central region and preview actual profile/feed/story crops and UI overlays with the channel owner before export approval.
Warmth in everyday copy
Keep product instructions exact. In social posts, give the people and occasion a little more space. Use ordinary words rather than operational language.
| Situation | Example |
|---|---|
| Awareness post | Good company. Another round. Guests order from their table, and your team takes it from there. Explore RoundTab. |
| Feature explanation | No guest app to download. Scan the table code, open the menu and choose what you fancy. |
| Helpful reminder | Ready for your first service? Give your menu, table codes and staff screen a quick check. |
| Friendly reply | Yes—guests open the menu in their browser. You can try the journey in our demo. |
Warmth comes from a welcome and a useful detail. Avoid piling on jokes, exclamation marks or claims about how busy venues should run.