Toast growth playbook

Reserve space for every video, image and late-loading banner so nothing pushes the page; show a poster image and load each customer-story video only when it is tapped or scrolled into view; serve a short, compressed mobile cut; give the hero headline a system-font fallback so it paints first. Track layout shift by page in the existing real-user monitoring and fix the worst ten templates.

A stable, light page keeps a busy owner on the demo path, and Google uses these signals in ranking for high-value terms like "restaurant POS".

[ ] Width and height on every image and video
[ ] Customer-story videos load on tap
[ ] Mobile video cuts under 2 MB
[ ] Headline font fallback
[ ] Banners reserve their space
[ ] Site-wide CLS under 0.1 in field data

• Video loses impact

  Keep an autoplaying muted poster loop under 1 MB.

• PageSpeed testGoogle PageSpeed for the pos.toasttab.com homepage (October 21, 2026). Real Chrome visitors on the homepage (75th percentile): main content in 1.4 s and taps in 195 ms, both good, but layout shift is 0.18 against the 0.1 target, so the homepage fails Core Web Vitals on Cumulative Layout Shift; across the whole site layout shift is 0.27, while load time is 27% faster than a year ago. The mobile lab test scores 51 out of 100: 24.9 MB over 214 requests, 19.7 MB of it from the content network that serves the homepage's customer-story videos; the "Built For Busy" headline paints at 28 s on a throttled phone; about 13 MB could be cached longer.Source
• HiringStrategic Markets (field) Account Executives posted October 8-20, 2026 for Sacramento, Santa Rosa, Tacoma and North Seattle: "Generate list of prospective restaurants and manage the entire sales cycle" and "help us build the Toast brand in your geographic territory".Source
• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source

Build an official "What will Toast cost me?" page: pick restaurant type, terminals and add-ons, see software, hardware and processing estimates side by side, and hand the answers to a demo or self-serve checkout. Have the Associate Counsel review every number and disclosure.

Price is the first question in POS buying, and an official, honest estimate takes the "hidden costs" story away from rivals.

• Estimates read as quotes

  Show ranges and a clear disclaimer.

• Competitor researchRivals publish their own explainers of Toast's prices: Owner, "Toast Pricing: How Much Does This POS System Cost? [2026]"; UpMenu, "Toast Pricing Breakdown: Fees & Hidden Costs (2026)"; Sauce, "Toast Online Ordering Pricing and Fees".See the research Source
• Your websiteToast's own cost guide on its blog: pricing "starts at $0 per month for an eligible Starter Kit and $69 per month for the standard Point of Sale plan", with custom pricing for larger setups; hardware, processing and add-ons are priced separately.Source
• HiringAssociate Counsel, Product and Marketing (remote US, posted October 5, 2026): "first-pass review of advertising and marketing collateral, including claim substantiation, disclosures, promotions and sweepstakes, and endorsements and testimonials", and building "review checklists, templates, FAQs, and intake workflows".Source
• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source

Break the pilot result down by restaurant type and size, publish three short case studies, and add a payback calculator to the Grow page: average check and monthly covers in, expected extra sales and months to payback out. Run the claims past legal before publishing.

Payback in the buyer's own numbers turns a marketing subscription from a cost into an investment.

• Results vary widely

  Show ranges and the comparison method.

• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source
• HiringAssociate Counsel, Product and Marketing (remote US, posted October 5, 2026): "first-pass review of advertising and marketing collateral, including claim substantiation, disclosures, promotions and sweepstakes, and endorsements and testimonials", and building "review checklists, templates, FAQs, and intake workflows".Source

Each Monday, give every upsell AE a list of their accounts most likely to buy Grow, with the reason (active online ordering, a large guest list, no campaigns sent) and a talk track. Restaurants who prefer not to talk get an in-product offer through the PLG team instead.

A reason to call based on the restaurant's own data lifts connect and close rates, and routes low-touch accounts to self-serve.

• Accounts get both a call and a banner

  One channel per account per month.

• HiringCustomer Growth Sales Account Executive: "Join Toast's rapidly expanding Customer Growth (Upsell) Sales team" to grow "existing SMB Toast POS customers" through "expansion and product adoption".Source
• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source
• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source

Publish an internal library of pre-approved claims, promotion templates (with required disclosures) and testimonial rules, and wire the same rules into the Marketing Agent's checks. Track review requests and turnaround.

Pre-approved patterns cut review time for every specialist and keep AI-drafted campaigns inside the lines.

• Library goes stale

  Owner and review date on every entry.

• HiringAssociate Counsel, Product and Marketing (remote US, posted October 5, 2026): "first-pass review of advertising and marketing collateral, including claim substantiation, disclosures, promotions and sweepstakes, and endorsements and testimonials", and building "review checklists, templates, FAQs, and intake workflows".Source
• HiringManager, Managed Marketing (London, posted October 6, 2026): Toast Marketing Services pairs restaurants with "a dedicated Marketing Specialist" running "weekly multi-channel campaigns (Email, SMS, Social, Offers/Promos, Loyalty, Gift Cards, SEO/Presence)"; the manager owns "capacity planning, SLAs", QA "to ensure compliance with Toast Marketing Guidelines and legal/brand standards", and "London is a new market for us, so you'll help create and refine the playbooks".Source
• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source

Build a weekly feed per territory (US, UK, Ireland, Canada, Australia) of 40-500 unit groups with a fresh signal: new sites announced, ownership changes, job posts for new locations, and visible tech changes. Attach the evidence to the Salesforce account and a suggested first line.

Sellers spend their time on accounts with a reason to change now, which shortens cycles in a market where many have been burned by vendors.

• Noisy signals

  Keep only signals that predicted past wins.

• HiringMid-Market Account Executives in Brisbane, Melbourne and Sydney (posted October 13, 2026) for "brands/group with 40 to 500 units": "Prioritize accounts based on observable change in the operator's business: expansion, ownership change, hiring patterns, guest feedback trends, visible technology"; "many operators have been burned by a previous vendor"; a Mid Market AE in London too.Source
• HiringSenior Software Engineer, International Mid Market (Dublin): "Outside the US, we currently operate in Canada, UK, Ireland, and Australia"; "we are increasing our upmarket product investment into Mid Market".Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source

Show each AI-drafted campaign as a card with audience size, the expected orders from similar past campaigns, the offer cost and a compliance check, with approve, edit and skip. Let owners set standing rules (for example, auto-approve birthday offers) so routine campaigns run themselves.

Every approved campaign is attributed revenue, and trust grows when the expected result is shown and then reported back.

• Predictions miss

  Show ranges and explain them.

• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source
• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• HiringAssociate Counsel, Product and Marketing (remote US, posted October 5, 2026): "first-pass review of advertising and marketing collateral, including claim substantiation, disclosures, promotions and sweepstakes, and endorsements and testimonials", and building "review checklists, templates, FAQs, and intake workflows".Source

Write the UK playbook: consent capture at checkout, UK marketing dates, offer types that work in UK hospitality, and reporting. Pilot with 20 UK restaurants, publish two UK case studies and give UK sellers the results.

Local proof and a ready-made service make Toast more than a POS in a market where it is still building its name.

• US templates feel American

  UK specialists write all copy.

• HiringManager, Managed Marketing (London, posted October 6, 2026): Toast Marketing Services pairs restaurants with "a dedicated Marketing Specialist" running "weekly multi-channel campaigns (Email, SMS, Social, Offers/Promos, Loyalty, Gift Cards, SEO/Presence)"; the manager owns "capacity planning, SLAs", QA "to ensure compliance with Toast Marketing Guidelines and legal/brand standards", and "London is a new market for us, so you'll help create and refine the playbooks".Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringSenior Software Engineer, International Mid Market (Dublin): "Outside the US, we currently operate in Canada, UK, Ireland, and Australia"; "we are increasing our upmarket product investment into Mid Market".Source
• HiringAssociate Counsel, Product and Marketing (remote US, posted October 5, 2026): "first-pass review of advertising and marketing collateral, including claim substantiation, disclosures, promotions and sweepstakes, and endorsements and testimonials", and building "review checklists, templates, FAQs, and intake workflows".Source

Document five independent retail customers by category with numbers (scan speed, shrink, inventory accuracy), publish them with one page per category, and use the first mid-market wins as reference accounts. Feed each lost deal's reason to product.

Category-specific proof shortens complex deals and tells product which gaps cost the most.

• Few large references yet

  Use strong independents first.

• HiringFounding Mid Market Account Executives, Toast Retail (remote US, posted September 2, 2026): "Toast is expanding into new food and beverage concepts: convenience stores, grocery stores, and bottle shops"; "already winning with independent operators. Now we are moving upmarket"; "a sales motion that does not fully exist at Toast Retail yet"; "What do we need from Product to be credible in a 40 store grocery chain?"Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source

Build a hotel offer with BWH: a property page, onboarding for hotel restaurants and bars (room charges, banquets), a webinar series for owners, and a referral path between hotels in the same ownership group. Use the first 20 installs as case studies for other hotel brands.

An endorsement only pays when each property hears about it, and hotel owner groups buy in multiples.

• Hotel needs differ

  Collect requirements from the first ten installs.

• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringMid-Market Account Executives in Brisbane, Melbourne and Sydney (posted October 13, 2026) for "brands/group with 40 to 500 units": "Prioritize accounts based on observable change in the operator's business: expansion, ownership change, hiring patterns, guest feedback trends, visible technology"; "many operators have been burned by a previous vendor"; a Mid Market AE in London too.Source

Map five moments (opening a second location, a big equipment purchase, a seasonal low, payroll week, a large catering order) to the right financial product, and test entry points in those flows in Toast Now. Measure discovery-to-activation by moment.

Timely offers convert better and feel like help, which matters for financial products.

• Offers feel pushy

  Cap frequency and allow dismissing.

• HiringSenior Product Manager - Growth (Dublin, posted October 19, 2026), Embedded Finance: owns "the Financial Products page and the Finance tab in the Toast Now app" for "cash control, capital access, and financial intelligence"; will "Run a high-velocity experimentation program" on "placement, messaging, personalization, sequencing, cross-sell" and own "discovery-to-activation conversion, cross-product attach, retention". A Senior Product Manager, Lending was posted on October 21.Source
• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source

Pick three add-ons with simple setup, offer a 30-day trial inside the product with one-tap purchase, and send accounts that stall to the Customer Growth team. Build the shared purchase flow once so each new offer plugs in.

Self-serve lowers the cost of each add-on sale and frees AEs for bigger accounts.

• Conflict with sales comp

  Credit AEs for assisted self-serve.

• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source
• HiringCustomer Growth Sales Account Executive: "Join Toast's rapidly expanding Customer Growth (Upsell) Sales team" to grow "existing SMB Toast POS customers" through "expansion and product adoption".Source
• HiringSenior Product Manager - Growth (Dublin, posted October 19, 2026), Embedded Finance: owns "the Financial Products page and the Finance tab in the Toast Now app" for "cash control, capital access, and financial intelligence"; will "Run a high-velocity experimentation program" on "placement, messaging, personalization, sequencing, cross-sell" and own "discovery-to-activation conversion, cross-product attach, retention". A Senior Product Manager, Lending was posted on October 21.Source

Add an opt-in "Book again or reorder in Toast Local" line to receipts and order confirmations, give restaurants table cards with a code, and reward restaurants whose guests join. Report app-driven orders back to each restaurant.

Every Toast location becomes a distribution point, and more diners in the app make Grow offers more valuable.

• Restaurants fear losing guests to a marketplace

  Show the restaurant owns guest data and relationship.

• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source

Pull new food-service permits, liquor licence applications and commercial lease news for each territory weekly, match them to existing Salesforce records, and give each AE a list with the expected opening date and an opening-kit offer.

Reaching owners before they choose a POS beats trying to switch them later.

• Permits lag openings

  Combine with lease news and job posts.

• HiringStrategic Markets (field) Account Executives posted October 8-20, 2026 for Sacramento, Santa Rosa, Tacoma and North Seattle: "Generate list of prospective restaurants and manage the entire sales cycle" and "help us build the Toast brand in your geographic territory".Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringMid-Market Account Executives in Brisbane, Melbourne and Sydney (posted October 13, 2026) for "brands/group with 40 to 500 units": "Prioritize accounts based on observable change in the operator's business: expansion, ownership change, hiring patterns, guest feedback trends, visible technology"; "many operators have been burned by a previous vendor"; a Mid Market AE in London too.Source

Recruit or assign bilingual specialists, let owners choose their language at Grow sign-up, and produce campaign templates in each language for their guests. Measure retention against English-only accounts.

Owners stay with a service they can discuss easily, and guest campaigns in the right language perform better.

• Small pools per language

  Start with Spanish.

• Your websiteThe site publishes news in Spanish, Vietnamese and Korean for the US (for example /es-us/, /vi-us/ and /ko-us/ versions of the Toast IQ Grow release), and has a "Data by Toast" research section, customer stories, a partner directory and a community.Source
• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• HiringManager, Managed Marketing (London, posted October 6, 2026): Toast Marketing Services pairs restaurants with "a dedicated Marketing Specialist" running "weekly multi-channel campaigns (Email, SMS, Social, Offers/Promos, Loyalty, Gift Cards, SEO/Presence)"; the manager owns "capacity planning, SLAs", QA "to ensure compliance with Toast Marketing Guidelines and legal/brand standards", and "London is a new market for us, so you'll help create and refine the playbooks".Source

Build a free tool: an owner enters cuisine, city and size (or connects Toast if they are a customer) and sees anonymous peer benchmarks for average check, labor share, online order share and busy hours, with three recommendations. Non-customers get a demo offer; customers get Grow or add-on offers.

A useful free tool earns leads, links and press every month, and only Toast has the data to make it.

• Small peer groups

  Suppress groups below a minimum size.

• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• Your websiteThe site publishes news in Spanish, Vietnamese and Korean for the US (for example /es-us/, /vi-us/ and /ko-us/ versions of the Toast IQ Grow release), and has a "Data by Toast" research section, customer stories, a partner directory and a community.Source
• Competitor researchRivals' own homepages: Square, restaurant POS - "Get started for free today"; SpotOn, "Point-of-sale. Online ordering. Reservations. Team management. Rapid funding. AI profit analysis"; Lightspeed, "flexible, customizable restaurant point of sale" with "industry-leading insights"; TouchBistro, "all-in-one POS and restaurant management system"; Owner, marketing and online ordering for independents.See the research Source
• HiringSenior Software Engineer - Product-Led Growth (Dublin, posted October 2, 2026): the team builds "in-product experiences that help restaurants discover, try, buy, and adopt the Toast products they need"; "we're early in turning PLG from a set of hand-built campaigns into a platform" with shared targeting, offer delivery, "self-serve purchase", activation and measurement, using "propensity scores" and "Toast IQ recommendations".Source

Launch a brand tier: central campaign creation with local opt-in and edits, results by location, brand guardrails and approvals, and a single guest list across locations with location-level consent. Price per location.

Mid-market groups pay more and churn less, and marketing makes Toast harder to replace than the POS alone.

• Brands already have agencies

  Offer agency seats.

• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source
• HiringMid-Market Account Executives in Brisbane, Melbourne and Sydney (posted October 13, 2026) for "brands/group with 40 to 500 units": "Prioritize accounts based on observable change in the operator's business: expansion, ownership change, hiring patterns, guest feedback trends, visible technology"; "many operators have been burned by a previous vendor"; a Mid Market AE in London too.Source
• HiringSenior Software Engineer, International Mid Market (Dublin): "Outside the US, we currently operate in Canada, UK, Ireland, and Australia"; "we are increasing our upmarket product investment into Mid Market".Source
• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source

Launch Grow market by market: local consent rules, currency and pricing, local campaign calendars, local specialists, and launch with existing customers first. Start with the UK after the managed-marketing pilot.

Each new market reuses the product, and marketing revenue lifts international account value.

• Spread too thin

  One market at a time.

• HiringSenior Software Engineer, International Mid Market (Dublin): "Outside the US, we currently operate in Canada, UK, Ireland, and Australia"; "we are increasing our upmarket product investment into Mid Market".Source
• HiringManager, Managed Marketing (London, posted October 6, 2026): Toast Marketing Services pairs restaurants with "a dedicated Marketing Specialist" running "weekly multi-channel campaigns (Email, SMS, Social, Offers/Promos, Loyalty, Gift Cards, SEO/Presence)"; the manager owns "capacity planning, SLAs", QA "to ensure compliance with Toast Marketing Guidelines and legal/brand standards", and "London is a new market for us, so you'll help create and refine the playbooks".Source
• News coverageToast IQ Grow launch (May 5, 2026): a Marketing Agent "builds audiences and automates campaigns" across email, SMS, social and paid ads, bundled at $499 a month with a dedicated human Marketing Success Manager; in a pilot, restaurants with that manager saw sales grow more than 8% on average against similar Toast restaurants. The Toast Local diner app was rebuilt with Resy reservations, raising bookable locations to more than 20,000, and lets operators send targeted offers to diners.Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source

Make a short series from lease to opening night to the first 90 days: menu pricing, hiring, tech setup, the first slow week. Show the Toast products in use, honestly. Cut clips for social and sales.

It is useful content for owners, shows the product in real conditions and gives Toast a reason to be in the news each month.

• Operator privacy

  Agree what is off camera.

• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• Social channelsToast's YouTube channel has 15,400 subscribers, 494 videos and about 50.5 million views.Source

Build a reference network: invite satisfied customers by segment, reward them (Toast credit, event invites), and let AEs book a 15-minute call between the prospect and a peer from a shared calendar. Track win rates with and without a reference call.

Peers are believed where sellers are not, especially by owners who were let down before.

• Reference fatigue

  Cap calls per customer per quarter.

• HiringMid-Market Account Executives in Brisbane, Melbourne and Sydney (posted October 13, 2026) for "brands/group with 40 to 500 units": "Prioritize accounts based on observable change in the operator's business: expansion, ownership change, hiring patterns, guest feedback trends, visible technology"; "many operators have been burned by a previous vendor"; a Mid Market AE in London too.Source
• Investor reportSecond quarter 2026 (8-K, August 4, 2026): about 180,000 locations, up 22%, after a record 9,500 net adds; ARR $2.4 billion, up 25%; GPV $60.7 billion. Highlights: BWH Hotels (Best Western) endorsed Toast as a POS for its US and Canada properties; TGI Fridays rolled out Toast in the United Kingdom; "Toast Lab" will open a Greater Boston restaurant with an operator to co-develop technology; Kung Fu Tea joined. CEO: "Toast IQ Grow is the fastest-growing new offering we've ever launched".Source
• HiringCustomer Growth Sales Account Executive: "Join Toast's rapidly expanding Customer Growth (Upsell) Sales team" to grow "existing SMB Toast POS customers" through "expansion and product adoption".Source

Review email authentication for every service that sends as toasttab.com, keep SPF and DMARC at enforcement, and publish a BIMI record with a verified mark certificate. Tell operators how to recognize genuine Toast email.

A visible logo raises open rates and trust, and enforcement protects operators from impersonation.

• Legitimate mail blocked

  Move step by step with reports.

• DNS checkPublic email authentication records reviewed October 21, 2026; several services send mail as the domain.Source
• HiringSenior Product Manager - Marketing Tools (Dublin, posted September 28, 2026): Toast IQ Grow is "one of the fastest-growing products in Toast's history"; the platform sends "billions of messages" a year; the PM builds "bulk and multi-location workflows" for "marketing specialists, multi-location brands, and sophisticated operators", makes "AI-generated campaigns" from the Toast IQ Marketing Agent "easy to review, edit, approve, and trust", and is accountable for "campaigns sent, attributed revenue and marketing specialist efficiency".Source