March/April 2014 – BizVoice/Indiana Chamber
39
‘Hoppin’ across the screen
Hershberger reveals the sensor-based technology of iKeg™ separates
it from other measurement products used today. He argues that simply
lugging kegs onto a scale is far too inconvenient due to their sheer
weight (a full keg of beer tips the scales at 160 pounds). Flow meters
measure liquid that travels through a spigot, but aren’t exclusively tied to
one keg, which leads to a confusing sequence of math and recordkeeping
to maintain accurate data.
“We’re the only ones that are doing this; we have five patents and
several others (in progress),” he states.
Michael Emrie, director of retail sales, demonstrates on a big
screen the real-time, line-graph analysis the technology allows.
“Once tapped, they have 30 days before beer is bad or the taste is
altered,” Emrie notes. “So that gives a manager a chance to make
decisions – maybe get aggressive on the price to move through beer
quickly or just change it out because it’s selling slowly.”
Hershberger asserts the information allows bar managers to make
adjustments on the fly in accordance with demand – critical to
maximizing profits.
“People have a specific number of beers they’ll consider,” he relays.
“The average beer enthusiast has five beers in their consideration set.
That means there are five beers they really like to drink. If those aren’t
available, they tend not to drink it.”
While the iKeg™ is simple to use for the customer who is
watching it unfold on an app, Hershberger reveals starting such a
business and getting to this point has been an arduous task.
“It’s not for the faint of heart,” he bluntly offers. “It’s incredibly
expensive. We have a global supply chain. This isn’t putting together a
simple piece of software and throwing it out. It’s an enterprise solution.
It’s like building and integrating software. It takes really talented
engineers who are dedicated and collaborative. We have people on the
phone 9 p.m. to midnight working with our Chinese team.”
He adds, however, that investors are “getting it” and funding is
coming from very esteemed and accomplished sources that see major
potential for the product.
At the pump
Ryan Kellerman is director of beverage hospitality for Scotty’s
Brewhouse, which has been using a beta version of the technology for
a year. He recalls the evolution of iKeg™ from its early stages.
“(Hershberger) came to me with the idea on a paper napkin
almost two and a half years ago, and I told him it was awesome,” he
reflects. “I saw some great benefits in terms of inventory and knowing
how much you have on hand so you don’t purchase too much or too
little, and communicating with guests to let them know what you have
and when things are running out. Promoting beer through social media
is also very appealing.”
Bar owners are able to automatically promote their beer inventory
to thirsty customers, when it’s at certain levels, on social media using
SteadyServ’s technology.
The iKeg system features a
sensor (shown leaning against
the side) that rests under the
keg. The sensor transmits data
through a radio frequency
identification (RFID) tag and
reader. The system’s software
and iKeg app allow users to
evaluate quantities and order
with a simple touch of the
screen of their handheld device.
