TRAY, a provider of cloud-native enterprise-class POS systems, and Maple, a voice AI platform for restaurants, have announced a joint integration to offer 24/7 AI-powered phone ordering for multi-unit restaurant brands operating on TRAY’s platform.
This integration addresses a significant challenge for restaurants: over 40% of phone calls go unanswered during peak hours. For a single location, this can result in over $30,000 in unrealized phone orders annually, escalating to tens of millions across larger enterprise portfolios. Industry-wide, American restaurants miss approximately one in three incoming calls during service hours, leading to billions in lost revenue each year.
Peter Kellis, CEO of TRAY, stated, “We’re always looking for technology partners that help our restaurant clients run better and grow faster. Maple’s AI phone ordering is a natural fit for our platform as it gives operators a way to capture every call and turn it into revenue. That’s the kind of innovation our enterprise clients are asking for.” Aidan Chau, CEO and Founder of Maple, added, “When a restaurant group is operating at scale, every unanswered call is a missed ticket. This integration with TRAY lets us put AI phone ordering into some of the largest restaurant brands in the country. It deploys in minutes and works from day one.”
The integration allows restaurants to go live in minutes, connecting directly to TRAY’s POS system to automatically pull menu data, including items, modifiers, pricing, and availability. Key capabilities include direct POS integration for instant order placement to kitchen display systems and receipt printers, real-time menu synchronization, and multi-location management with centralized reporting and controls. The system ensures that every incoming call is answered, whether during peak hours, after close, or on holidays. Maple also handles reservations, catering inquiries, hours, directions, and frequently asked questions.
Since its launch in December 2023, Maple has answered over 1 million calls for restaurants, resolving 96% of them without human intervention. The integration is currently available to all TRAY merchants in the United States. Restaurants can activate the service through their TRAY representative or by visiting maple.inc.
TRAY specializes in cloud-native enterprise-class POS systems for the hospitality industry, serving full-service and quick-service restaurants, as well as family entertainment centers. Maple, a graduate of Amazon’s AWS Generative AI Accelerator, provides 24/7 phone answering services and has scaled to serve over 2,500 merchants since December 2023.
