How Gonzo's danced their way to Radio 1’s “Best Venue” with Epos Now as their partner

Mike Baxter, co-owner and manager of Gonzo's, makes it clear when he speaks about what he values in business as in life: people and community. Those values are built into the sights and sounds you experience when you visit the club.

“We’re a part of the community that really likes music and plays it loudly, and the people behind Gonzo's really make us stand out. We view the artists that are coming in here not so much as performers but as guests and friends, and I think that really comes across.”

Beating clubs in Ibiza, Berlin, and all the major cities of the UK and Europe, those who have never been may be surprised that this venue in Norwich took Radio 1’s “Best Venue” prize – but nobody else was. 

Mike tells us: “In the beginning, we were very honoured to be nominated. The community support has been big right away, and we have been absolutely packed even for some of our smaller artists and residents that we've had in the first few weeks since. We don’t really know what to make of it or where to go next!”

Since opening in 2014, Gonzo's has relied on Epos Now to handle its packed bars and keep the drinks flowing. The club was much smaller, with just one room, to begin with, but with Mike and Co. at the helm, it didn’t stay that way for long.

“It went from this ground floor room to upstairs. Then, the first time we roped anything off was when we opened the rooftop bar. Then it was Brix and Bones and Voodoo Daddy’s Pizza.”

Each time, Gonzo's implemented another Epos Now system, with more demands, more products and staff (Mike tells us there’s a fantastic team of 45 now on the system!), but he knows all the help he needs is just a phone call away.

“I can honestly say I feel supported. When it comes to implementation, the good part is about having that direct contact. We always have the right people on hand at the right time to offer what we need, from the rooftop selling different products at different prices to having staff members at the different bars.”

These days, the Gonzo's team manages bars on four different floors, but Mike approaches each night with calm confidence, knowing they can adapt to meet any challenge, even when things change.

“Epos Now has always been pretty easy, plug-and-play, you could say, which is very, very helpful for the team. They don’t really talk about the tills, which is a good sign.”

Even as the business changes, the system always expands to meet demand and makes running Gonzo's a simpler task for Mike. 

This includes downloads from the Epos Now AppStore: the essential Multi-Site Manager app, Gratuity, Loyalty, Price Scheduling (perfect for happy hour), Product Plus, the Eat Out to Help Out and Tax Rate Change Tool, both rapid developments to help businesses during Covid-19, and a CCTV integration, not to mention Epos Now Payments.

Most nights, the Gonzo's bars are jammed with revellers enjoying the best the UK and European nightlife has to offer. So how can Mike ensure he makes the best calls for every bar? By splitting up each bar, comparing and contrasting the reports, and knowing what’s selling where.

“As a multi-site business, we look at which rooms are performing. Say, the main room versus two-room on certain nights. This DJ played here, this one there, and when it’s busier upstairs, even though it’s the second room, we know they’re killing our downstairs DJ; you see definitive proof. We use Epos Now data to make decisions on DJs, sound and even our lighting!”

“Being able to closely monitor sales and individual transactions is really helpful in this market, seeing your margin, what’s not moving, and seeing what products your customers are engaging with most. In fact, I can single out a Tuesday and see, “Everyone’s drinking rum and coke. Why don’t we put that on special and see how it goes?”.”

As Gonzo's knows well, Epos Now’s system can always do more. In addition to sales, card payments, and data collection, the Gonzo's team uses it for stock management, tab and table management, and helping with the commission side of payroll. 

Mike explains: “We restrict what till everyone logs into to keep things balanced and transparent at the end of the night. We then look at takings per staff member, see who’s working hard, and offer commission based on monthly sales.”

“The tabs feature is a good way to take care of your regulars. It makes them feel welcomed and very much part of the community.”

Knowing you have a POS system that can handle every aspect of business leaves management free to focus on combating the many challenges that come their way.

“I’ve been in the industry for 30 years,” Mike explains, “and there has never been a tougher time to be in hospitality. But Epos Now continues to get better, and right now, we seem to be solid, which is difficult because we have a high processing volume. With the demands we put on the system, we’ve had a co-evolution.”

“We give it our full recommendation,” he finishes as he prepares to get back to his award-winning bar.  “Go for it!”