TRAY HUB: One Back Office for Every Location

Running one restaurant means knowing your menu, your prices and your numbers. Running hundreds means keeping all of that consistent across brands, regions, franchisees and stores — without a phone call to IT every time a price changes. TRAY HUB is the enterprise back office built for that job: one place to manage menus, pricing, settings, users and reporting for every location on TRAY.

Built Around How Restaurant Brands Are Actually Organized

Most back-office tools treat a restaurant group as a flat list of stores. TRAY HUB is organized the way enterprise brands really operate: a hierarchy of brand, region, franchisee and store. Every setting, menu and permission can live at the level where it belongs, then flow down to the locations underneath it.

That structure is what lets HUB scale from 10 locations to 10,000 without changing how anyone works. Corporate teams set the brand standard once. Regional and franchise leaders get access to exactly the stores they run, and nothing more. Role-based access keeps each user focused on their own part of the business, while the brand keeps one consistent source of truth.

Menus, Pricing and Promotions — Managed Once, Published Everywhere

Menu changes are where multi-unit operators feel the most friction. A new LTO, a regional price adjustment or a seasonal swap can mean days of store-by-store updates and a long tail of locations that never quite get it right. In TRAY HUB, menus, pricing, promotions and device settings are managed centrally and pushed to the right group of stores in a single step.

Scheduled menu publishing lets teams build changes ahead of time and have them go live on the date they choose, so a launch lands everywhere at once instead of trickling out. Franchise node access gives franchise groups control over their own locations within the guardrails the brand sets. The result is fewer errors at the register, fewer support calls, and menus that match across every channel TRAY powers — in-store, kiosk, online and third-party.

Reporting and AI Insight in the Same Place You Run the Business

TRAY HUB isn’t only where changes go out — it’s where performance comes back in. Reporting sits alongside menu and site management, so operators can see the impact of a change in the same tool they used to make it.

HUB is also the home of TRAY Intelligence, TRAY’s AI-powered analytics layer. Instead of building reports by hand, operators can ask questions of their sales data in plain language, generate dashboards automatically and receive prioritized, real-time alerts when something needs attention. Social review monitoring with sentiment analysis rounds out the picture, connecting what’s happening in the register to what guests are saying online. It turns “how did we do last week?” from a Monday-morning project into a question answered in moments.

The Center of a Connected Platform

TRAY HUB is the successor to TRAY HQ, rebuilt with a modern interface and designed as the hub — literally — of the TRAY platform. Changes made in HUB reach TRAY POS, TRAY KDS, kiosks and online ordering, and because TRAY’s cloud platform distributes data in real time, every location works from one version of the truth.

HUB also connects operators to the rest of TRAY’s tools. TRAY Live, the free mobile app for real-time, multi-location performance, links directly through HUB, so operators can take the same visibility into the field without a separate setup. And for brands that run best-of-breed partners, TRAY’s Data, Control and Config APIs plus webhooks keep loyalty, payroll, delivery and analytics systems in sync with what’s managed in HUB.

What’s Next for TRAY HUB

HUB is evolving quickly, and the next wave of work is focused on making large portfolios even easier to manage. On the roadmap: site tagging and smarter targeting, so changes can be pushed by brand, franchise group, state or custom tag; landing pages for every region and franchise group with performance at a glance; menu catalogs that support regional and concept-level menu variations; faster bulk actions for managing sites at scale; and an at-a-glance HUB dashboard. We’ll share more as each capability rolls out.

Who It’s Built For

TRAY HUB is designed for restaurant chains, franchise systems and multi-brand groups that need central control without slowing down the people running stores. It’s the back office trusted to manage menus, pricing and settings across more than 1,500 IHOP restaurants — and it’s built to give a 10-unit group the same enterprise-grade control.

Whether you’re standardizing a brand, onboarding new franchisees or simply tired of fixing the same menu mistake in a dozen places, TRAY HUB gives you one place to make the change and confidence that it landed everywhere.

Ready to see TRAY HUB in action? Contact the TRAY team to schedule a demo.