The Tech Behind the Tap: Innovations in  Self-Serve F&B

Overview:

In this forward-thinking episode of “Live with Sondra,” Gatemaster CEO Sondra Shannon sits down with Jose Hevia, founder and CEO of DraftServ Technologies, for an engaging conversation on the future of food and beverage (F&B) in the attractions industry. 

Insights from This Live

• Reducing lines increases revenue.
  Attractions using DraftServ’s tech have seen spikes in food and beverage sales due to shorter wait times and more autonomous guests.
• Customization = Perceived Value
  Self-serve options that let guests control ice levels or portion sizes improve the sense of value, leading to more satisfaction and better refill economics.
• Sustainability Is Gaining Ground
  More venues are phasing out single-use plastics by using refillable drink vessels and tap-based systems, aligning environmental responsibility with profit.
• Data makes decisions smarter.
  Real-time dispenser data helps operators optimize refill stations, streamline staffing, and adjust product offerings.
• Tech enables service, not replaces it.
  By removing repetitive tasks, staff can focus on delivering hospitality, improving guest interactions and satisfaction.

5 Notable Quotes:

• “Every time we get to make a guest happy, we win.”
  – Jose Hevia
  Elaboration: This quote highlights that guest satisfaction is the ultimate measure of success for any business. Prioritizing guest happiness leads to loyalty, positive word-of-mouth, and overall business growth.
• “When we can leverage technology to handle the tasks… we can now empower people to be service-focused.”
  – Jose Hevia
  Elaboration: Technology streamlines routine operations, freeing up human staff from mundane tasks. This allows employees to dedicate more time and attention to providing excellent, personalized customer service.
• “When the lines are shorter, people aren’t afraid to get in them. So not only did we bring the lines down, but we created a more profitable line for them.”
  – Jose Hevia
  Elaboration: Efficient operations that reduce wait times directly improve the guest experience and drive revenue. Shorter lines encourage more participation, turning a perceived barrier into a profitable opportunity.
• “As a mom… it makes sense to buy them more food and free drinks. It also gets me to spend a lot more on that front end… and setting expectations is important.”
  – Sondra Shannon
  Elaboration: This insight reveals how perceived value, such as bundled offers or complimentary items, can encourage customers to spend more on their overall purchases. Clearly communicating these benefits and managing expectations is crucial for customer satisfaction.
• “There’s something really cool about people who develop innovation in maybe areas of our parks… that we might not be thinking about.”
  – Sondra Shannon
  Elaboration: Innovation isn’t limited to obvious departments; valuable advancements can arise from unexpected areas within an organization. Recognizing and fostering these diverse sources of creativity can lead to surprising improvements and competitive advantages.

DraftServ’s Approach

Jose Hevia emphasized a partner-first, platform-agnostic approach at DraftServ. Their technology transforms traditional dispensers into intelligent, integrated systems,  adaptable to each venue’s needs—whether a university, cruise line, or major theme park.  DraftServ focuses on collaboration, ensuring clients maintain operational flexibility while scaling up self-serve options with ease.

Jose Hevia’s Preferences and Technology Philosophy

Jose’s background as a restaurateur grounds his tech philosophy: solve real problems first.  He avoids one-size-fits-all systems and champions open-ended platforms that empower operators with flexibility, control, and actionable insights. He values automation with intention, not just for efficiency, but for improving the human side of service delivery.

Sondra’s Perspective:

As CEO of Gatemaster, Sondra Shannon brings her own industry expertise to the table.  She reflected on the impact of tech in enhancing service, not replacing it. Her insights as a working mom—and a theme park guest herself—help ground the tech talk in real-world application. She also highlighted how integrated experiences help guests enjoy more autonomy and satisfaction.

Improving Guest Experience:

The live discussion repeatedly circled back to guest satisfaction. Whether reducing wait times, improving drink customization, or giving guests budget-friendly refill options, the goal is always to empower the guest. Sondra and Jose agreed: tech is best when it makes  room for better, more memorable human interactions.

Creating Memories and a Guest-Centric Culture:

As Jose noted, guests often remember how they were made to feel, not the decor or product specs. That’s why it’s crucial to build systems that serve—not overshadow—the guest journey. Sondra added that these innovations help shape the kind of emotional imprint that keeps families returning to their favorite attractions year after year.

Gatemaster’s Guests’ Appreciation and Value:

This episode is packed with actionable insights for attraction operators, FEC owners, and venue managers looking to stay ahead of the curve. Gatemaster Technology continues to bring thought leaders like Jose Hevia to the table to help parks, museums, and entertainment venues find new ways to innovate, elevate the guest experience, and grow sustainably.

Connecting with the Speakers:

Got questions? Want to learn more about how to bring smart beverage tech into your venue? Connect with them on LinkedIn!