AI Answers the Call: TRAY and Maple Tackle Restaurant Revenue Loss

NEW YORK, NY & MIAMI, FL – May 04, 2026 – A strategic partnership announced today between TRAY, a global leader in cloud-native enterprise POS systems, and Maple, a leading voice AI platform, is set to tackle one of the restaurant industry's most significant and costly operational failures: the unanswered phone call. By integrating Maple's 24/7 AI-powered phone ordering directly into the TRAY platform, the collaboration offers a powerful solution for multi-unit restaurant brands to capture lost revenue, streamline operations, and enhance customer service.

The Silent Drain: A Billion-Dollar Problem for Restaurants

For years, the sound of a ringing phone has been a double-edged sword for busy restaurants—a sign of customer demand, but also a source of immense pressure on staff. During peak hours, with in-house guests to serve and orders to manage, a significant number of calls inevitably go unanswered. While the problem is widely acknowledged, its financial toll is often underestimated.

Industry data reveals a staggering reality. While some reports indicate restaurants miss up to 40% of calls during peak times, other industry analyses suggest the figure can be as high as 80% in the busiest moments. This translates into devastating revenue losses. Conservative estimates place the annual loss for a single location at over $30,000, but independent research suggests the figure is often much higher, with some venues losing an estimated $292,000 annually. For enterprise chains managing hundreds of locations, these missed opportunities quickly escalate into tens of millions of dollars in unrealized revenue each year.

The damage extends beyond a single missed transaction. Studies on customer behavior show that between 85% and 90% of callers who are met with a busy signal or no answer will not call back or leave a voicemail. Instead, they take their business to a competitor, representing not just a lost sale but a potentially lost customer for life. This issue is compounded by persistent labor shortages that leave front-of-house teams stretched thinner than ever, making it a structural problem that staffing alone has failed to solve.

A Burgeoning Market Responds to the Crisis

The partnership between TRAY and Maple arrives as the restaurant industry is rapidly embracing AI as a critical tool for survival and growth. The voice AI foodtech market is experiencing explosive expansion, with projections estimating it will surpass $2.5 billion by 2027. This isn't a niche trend; it's a fundamental shift in restaurant operations, with one recent study finding that while 34% of restaurants have already implemented voice AI, another 48% plan to do so within the next 12 months.

This widespread adoption is fueled by a competitive landscape of innovators proving the technology's value at scale. SoundHound AI, for instance, has successfully deployed its voice assistants in over 100 Taco Bell locations and is rolling out in White Castle drive-thrus, demonstrating high efficiency with minimal need for employee intervention. Companies like Slang AI, Hostie AI, and OrderAI are also delivering solutions that recover lost revenue and improve order completion rates. The influx of investment and major brand adoption signals that voice automation is no longer a novelty but a core component of modern restaurant infrastructure.

A Blueprint for Integration: How TRAY and Maple Connect

In this dynamic market, the TRAY and Maple collaboration stands out for its deep, seamless integration tailored for enterprise-level operations. Maple's AI connects directly to TRAY's cloud-native POS system, enabling a real-time, two-way flow of information that is crucial for accuracy and speed. The system automatically pulls complete menu data—including items, modifiers, pricing, and availability—eliminating the need for manual updates and ensuring the AI is always working with correct information.

The companies state that a restaurant can go live in minutes. This rapid deployment is a key advantage for large chains seeking scalable solutions that minimize operational disruption. Once activated, phone orders placed via Maple's AI land instantly in the TRAY POS, flowing directly to kitchen display systems and receipt printers just like an order placed in-person.

"We're always looking for technology partners that help our restaurant clients run better and grow faster," said Peter Kellis, CEO of TRAY. "Maple's AI phone ordering is a natural fit for our platform as it gives operators a way to capture every call and turn it into revenue. That's the kind of innovation our enterprise clients are asking for."

Maple, despite being a newer player since its launch in December 2023, has already demonstrated impressive efficacy, having answered over 1 million calls for restaurants with a 96% resolution rate that requires zero human intervention. Beyond taking orders, the AI is equipped to handle reservations, catering inquiries, and frequently asked questions about hours and directions.

"When a restaurant group is operating at scale, every unanswered call is a missed ticket," said Aidan Chau, CEO and Founder of Maple. "This integration with TRAY lets us put AI phone ordering into some of the largest restaurant brands in the country. It deploys in minutes and works from day one."

Redefining Service for a New Era of Hospitality

The most profound impact of this technology may be on the human experience—for both employees and customers. By automating the repetitive and often stressful task of answering phones, the integration allows front-of-house staff to dedicate their full attention to the guests in front of them. This shift can lead to better service, higher check averages, improved tips, and a less frantic work environment, directly combating staff burnout.

For customers, the benefits are immediate. They are greeted by a helpful, knowledgeable voice 24/7, eliminating the frustration of busy signals, long hold times, or unanswered rings. AI-powered ordering is not only more available but also faster and more accurate, with studies showing AI systems can achieve accuracy rates up to 98%, compared to 80-85% for human order-takers during chaotic peak hours.

This aligns perfectly with evolving consumer expectations. A 2025 Statista report found that 64% of adults are interested in using voice assistants to order food, citing speed and hands-free convenience as top motivators. Furthermore, the technology can enhance a restaurant's brand image. One survey found that 77% of diners perceive voice AI as "smarter and more personal" than chatbots and that its use improves their perception of the brand.

The TRAY and Maple partnership is more than a simple tech integration; it is a strategic response to the core pressures facing the modern restaurant industry. By transforming a major point of friction into a seamless, efficient, and revenue-generating channel, the collaboration provides a vital tool for enterprise restaurants aiming to future-proof their operations in a challenging labor market and an increasingly digital world.