Hospitality Business Magazine

Trickle software set to drive efficiency through data

A new company called Trickle Insights is enabling venues, bars, and restaurants the ability to benchmark their sales data against the rest of the hospitality industry.

The New Zealand-based software company, launched their new platform to provide the industry with insights and analysis into how venues, brands, and categories are performing. 

The software is the brainchild of founder Adrian Wills, himself an owner of multiple venues selling independent New Zealand beer. He has built a platform that connects to a venue’s point of sale and adds its sales data to a pool of over $110,000,000 worth of sales.

This, the company says, gives venues access to real-time insights – including that of their peers – and highlights trends across days, weeks, or months in a way ‘ that no other industry reports have been able to offer.’

“We all know 2020 was very hard on the hospitality industry. So I set out to create something that could arm venues across the board with information that could enable them to make data-driven decisions they need to succeed.

“There’s nothing else like this that can aggregate huge amounts of data, anonymise it, and turn it into something that venues can really use to help their business through what we all know has been a rocky time,” says Wills.

Wills recently had a bit of fun assessing pouring data following March 17, St. Patrick’s Day While a good laugh, it showed real-time insights into the market share being held by the likes of Lion and DB Breweries. 

“Interestingly, Guinness absolutely dominates St Paddy’s Day – to the point that it cannibalises other Irish brands that are otherwise strong the rest of the year.

“You might have a hunch that was the case, but Trickle has the data to prove it. We can also tell you what time the majority of it was poured, meaning venues can make better decisions about staffing requirements. It drives efficiency through data.”

Trickle Insights is available free for venues at