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A CRM solution for Babel Restaurant, implemented by ITB

02 November, 2016 – Beirut, Lebanon

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ITB (IT & Beyond), an ITG company, specializing in the supply and integration of software solution addressed to vertical markets, including Hospitality, signed a deal in July 2015 with Afkar Holding, to implement the latest Squirrel CRM system at one of its restaurants, Babel.


Babel Sales & Marketing teams were aiming to have an advanced CRM application for their high-end F&B business in order to enhance their customer’s experience. The restaurant needed the perfect system in order to build a network of loyal customers by:

  • Seeking for a customer recognition
  • Personalizing interactions based on history data and predictive analysis
  • Reflecting the correct Babel brand image by being responsive to comments and handling complaints
  • Incrementing sales by turning the challenges into opportunities
  • Tracking and screening profiles via many features as match & merge process and protected profiles
  • Identifying the individual & account profiles


ITB implemented the appropriate version of Squirrel software to fulfill the restaurant’s requirements, which was built in order to manage multi-stores in multi-territories. The main modules consist of the following:

  • Reservation & waiting list that works in online & offline mode. It includes SMS & email integration for internal & external customers. A pop-up notification can be enabled to communicate significant customer’s messages and special requests in order to exceed customer’s expectations. A smart reservation process is designed to simplify the process during rush hours, staff shortage, and quick phone call reservations
  • Trace management between departments
  • Manager portal targeted for team management on floor & logging customer’s tables via the arrivals and in-house list
  • Customer experience evaluation based on roles & departments
  • Sales & marketing
  • Dashboards & analytical reporting tools


“Babel and ITB, have together managed to give the CRM systems a quantum leap by tailoring a unique system capable of following up with guests through their entire journey, understanding their preferences, anticipating their requests, and also taking their feedbacks for brand improvement. This system has transformed our previously installed culture of hospitality from an excel sheet to a detailed system. Today, we are able to understand the guest, propose his preferred items, book his preferred table, call for feedback, channel the feedback proposed for improvement… This system has not only made the interaction easier and the knowledge reachable, but was reflected on the guest journey who admired the enhanced performance as we were able to exceed their expectations”, said Mr. Nassim Gharzeddine, CRM Manager at Afkar Holding.


The new CRM system is now fully operational within Babel’s three branches.


About Babel


We make a difference in people’s lives by surpassing clients’ expectations and exceeding our own. We strive to authentically bring out the best from our neighboring community, through envisioning our design with boldness, molding our innovation with care, adapting our creativity to the customer’s needs and crafting our dishes with the utmost attention.

Babel brand was established in Lebanon in 2009 followed by the opening of Babel in Dbayeh in 2012, then Babel Bahr in Amchit in August 2013

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About Squirrel Systems


Point of Sale Pioneer, serving since 1984. Squirrel Systems is proud to be celebrating over 30 years as a technology provider to the global hospitality industry. In 1984, Squirrel revolutionized the industry with the first touchscreen restaurant POS system. This pioneering spirit continues to drive the Squirrel team as we develop and provide turnkey technology and service solutions for restaurants, hotels, bars, and other foodservice operators.

As a full-service POS solutions provider, Squirrel remains committed to offering a fully integrated platform of software, hardware, and support services.

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About ITB (IT & Beyond)


ITB (IT & Beyond), an ITG company, has a proven track record in the supply and integration of software solution addressed to vertical markets, including Healthcare, Hospitality, Higher Education, Learning Management System, and specialized CRM solutions.

In addition, ITB provides business software solutions in the area of ERP (Enterprise Resource Planning), HRMS (Human Resources Management System), Enterprise Project Management, Enterprise Application Integration and Information Portal, and Workflow Management.

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Information Technology Group (ITG) is a Lebanese holding company. We combine an array of autonomous affiliates dedicated to providing a large portfolio of solutions and services in the MENA region, in the areas of hardware, system software, and application software, in addition to building automation and office solutions.

Being a highly diversified group, ITG’s professionals are specialized in numerous technological fields and business sectors. Strong with our established reputation, proven track-record, and solid partnerships with leaders in the ICT industry, we can offer the full spectrum of solutions to most businesses, ranging from office furniture to the full-fledged data center, in addition to Cloud-based services.

ITG derives additional strength and reach thanks to its affiliation with the HOLCOM group of companies which has a 50 year history in diligently serving clients in the EMEA region with its 5,700 professionals.

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