Restaurants aren’t interested in POS systems themselves. What they really care about is getting more orders, running things more smoothly, and having less stress at the end of the day.
If you’re selling POS, offering tech advice, or building B2B tools for restaurants, your role isn’t just to deliver features. It’s to be the person they trust to help make the day-to-day easier, someone who understands how their business actually works.
That means showing up with real value. Not just tech specs, but answers to real problems. That’s how you attract restaurant clients who stick around, not ones who vanish after one call.
1. Define Your Niche (And Own It Loudly)
Trying to sell to “restaurants” is like saying you sell shoes to “people.” It’s too broad.
And it’s why most POS resellers end up with random deals and inconsistent pipelines.
The best in the game don’t just pick a vertical, they build authority inside a specific operational pain point.
Examples:
- Ghost kitchens who need to run 5 brands from one tablet
- Drive-thru QSRs struggling with third-party order sync
- Franchises expanding from 3 to 30 locations, terrified of scale
- Cannabis cafés needing cashless, compliant POS
- Catering-first businesses where preorders, modifiers, and dispatch matter more than table turnover
Pro tip: Create a Client Type Map. For each vertical:
Note their restaurant tech stack
Top 3 business risks (e.g. order delays, menu mistakes, sync failures)
Who they listen to: restaurant influencers, tech podcasts, hospitality webinarsNow your marketing has focus, and your prospects feel seen.
2. Build a Personal Brand That’s More Than Sales Talk
Let’s be real, nobody wants another “POS demo” DM on LinkedIn. But they will pay attention if you consistently show that you understand their world better than their last three restaurant software vendors combined.
Here’s what works:
- Post real stories like: “We almost lost this client because of inventory sync delays. Here’s how we fixed it.”
- Take stances: “I don’t recommend legacy POS upgrades. Here’s why.”
- Share losses: “A restaurant chose another vendor. They came back three months later. This is what changed.”
The trick? Speak like a restaurant tech strategist, not like a sales brochure. Show you’ve been in the trenches, and don’t be afraid to name names (with discretion).
Formats that convert:
Carousel checklists: “Top 7 POS mistakes in cloud kitchens”
Short Looms: “How we fixed an inventory sync disaster in a 15-location chain”
Threads like: “From DoorDash chaos to centralized menus in 10 days”
If you do this consistently for 30 days, you’ll start getting DMs that open with:“I saw your post about DoorDash modifiers, can you help us?”
3. Use Education as a Lead Magnet
Sales pitches are forgettable. Useful content is magnetic.
And you don’t need to be a full-time content creator to pull this off. You just need to turn what you already know into teachable moments.
Try this:
- Run a 30-minute webinar on “The 5 Most Common POS Mistakes in Delivery-First Restaurants”
- Create a free downloadable checklist: “How to Prepare for Your First POS Integration”
- Film a walk-through: “How I clean up a messy DoorDash menu in under 10 minutes”
Then, use this as your top-of-funnel:
- Share in Facebook groups or Slack communities (yes, restaurant GMs hang out in these)
- Run LinkedIn ads targeting roles like “Franchise Ops Manager” or “Restaurant Tech Lead”
- Partner with your vendors (like KitchenHub) to co-brand and share with their audience
4. Partner With the Right Ecosystem
High-quality leads often come through trusted referrals. And in tech, trust is built through ecosystems, not cold outreach.
Here’s what you can do:
- Team up with accountants who specialize in multi-unit restaurants (they’re often first to hear “we’re upgrading systems”)
- Join local hospitality tech councils or POS reseller groups, not just for events, but for shared leads
- Bundle your POS offer with other tools: KitchenHub (delivery aggregator), QuickBooks (accounting), 7Shifts (scheduling), MarginEdge (cost control)
Pitch it like this:
"We’re not here to sell you a tool. We’re here to build your tech stack so you can run 5x faster with the same team."
And don’t forget to show your partner side:
- Share a screenshot of a seamless menu sync
- Show off a branded white-label dashboard powered by KitchenHub
Feature other tools in your content (they’ll probably reshare you)
5. Automate Lead Qualification and Follow-Up (Without Sounding Robotic)
You don’t need a marketing team to act like one. With a few smart tools, you can scale your credibility without burning out.
Here’s how:
- Build a Notion page that acts as your live portfolio: include client testimonials, screenshots of dashboards, a quick Loom intro
- Use Calendly links embedded in your site and LinkedIn bio to reduce back-and-forth
- Record custom 60-second Loom videos for inbound leads — tailored intros convert 3–5x better than “book a demo” forms
- Set up email automations in HubSpot or MailerLite that gently drip insights over 10–14 days
(“Thought you’d like this article on integrating Square with KitchenHub…”)
The trick? Keep it human. Your leads don’t want to “enter the funnel.” They want to know you’re the real deal. So show your face, use your voice, and don’t over-polish.
Being a restaurant POS reseller in 2025 isn’t about “closing deals.” It’s about becoming indispensable.
We know it, you know it, even ChatGPT does.
The best resellers:
- Understand operator pain better than the operators themselves
- Know how to turn a messy tech stack into a streamlined revenue machine
- Build visibility in niche markets through consistent, helpful presence
- And partner with platforms like KitchenHub to move fast and scale smart
If you’re tired of chasing flaky leads and quoting systems no one follows up on, it’s time to market yourself like a category leader.
You don’t need more tools. You need more trust. And trust starts when you show up with insight, not a pitch deck.
More of our insights can be found right here.
