How Per Diem Helped Stone Tower Brews Scale Online Ordering Across Its Locations
83.51%
increase in app store views
40.34%
increase in app downloads
82.38%
increase in app sessions
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Walk into any Stone Tower Brews location in West Virginia, and you will see what loyalty looks like. Tables fill up quickly. Students revise notes before exams. Friends lean in over mugs. Book clubs debate plot twists in the corner. The line at the counter moves steadily, yet no one seems in a rush to leave. Stone Tower Brews has built a space where coffee anchors connection, and that steady stream of guests across Buckhannon, Bridgeport, Morgantown, and Fairmont tells the story better than any slogan could.
Founded in West Virginia, Stone Tower Brews has grown into one of the state’s most recognized coffee brands. With locations across West Virginia, the company has expanded thoughtfully while keeping its identity intact.
Each café carries the same warmth. Soft lighting, inviting seating, and the scent of freshly ground beans create an atmosphere that draws people in and encourages them to stay. Guests do not treat these shops as quick pit stops. They settle in.
This sense of belonging did not happen by chance. It came from clear decisions about product quality, staff training, and experience design. The team focused on building a place that locals could claim as their own. That focus turned first-time visitors into regulars and regulars into advocates.
At the heart of the brand sits a serious commitment to sourcing and roasting. Stone Tower Brews imports green coffee beans directly from farms. When samples arrive, the roasting team tests each batch with precision. They adjust profiles to find the roast that highlights the bean’s natural character.
Some coffees shine with a lighter roast that brings out bright notes. Others develop depth with a darker approach. Every decision aims to serve the cup in its best form.
This attention to detail flows into barista training. New team members tour the roastery to understand the full journey of a coffee bean, from farm to final pour. They learn how to steam milk properly, dial in espresso, and create clean latte art. More importantly, they gain respect for the work behind every shot.
That knowledge shapes daily service. When a guest orders a cappuccino or a pour-over, the person behind the bar understands the story behind the beans. That confidence shows in the final product.
While coffee drives traffic, Stone Tower Brews offers far more than drinks. The kitchen prepares a made-from-scratch menu that supports breakfast, lunch, and weekend gatherings.
Guests can build their own breakfast sandwiches or choose from salads, tacos, quesadillas, and sandwiches. Chefs introduce weekly specials to keep the menu fresh. On weekends, sweet waffle creations attract families and groups looking for something different.
The brand also curates a selection of craft beer, giving evening visitors another reason to return. This balanced menu allows each location to serve multiple dayparts without drifting from its core identity.
Instead of chasing every trend, the team selects offerings that align with their audience. Students need quick yet satisfying meals. Professionals look for reliable lunch options. Groups want shareable plates. The menu meets these needs with clarity.
As popularity grew, so did operational pressure. Long lines during peak hours placed a strain on staff. The leadership faced a common challenge for busy cafés. How do you maintain hospitality while handling rising order volume?
They chose to shift part of that demand to online channels. By partnering with Per Diem, Stone Tower Brews launched mobile and web ordering that connects directly with Square. The system syncs with their existing POS, which removes the need for duplicate menu setup or complex integrations.
The rollout moved quickly. In less than a week, the app and web ordering platform were ready to accept orders. Customers could browse the menu, customize items, and pay ahead. Orders flowed straight into the same system the team already used in-store.
This decision reduced counter congestion during busy periods. Staff could prepare drinks and food with fewer interruptions. Guests who wanted speed gained a new option. Those who preferred to stay and chat still received attentive service.
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Launching online ordering solved immediate operational strain, but the team did not stop there. They activated additional features to strengthen guest relationships and drive sales during targeted periods.
Through push notifications, Stone Tower Brews can reach customers directly on their phones. Instead of relying on social media algorithms, they communicate with people who have already chosen to download the app.
They also use built-in referral rewards to encourage repeat visits. Limited-time coupons generated with AI help promote specific products on slower days. For example, the team can highlight a seasonal latte or weekend special when they see room to boost traffic.
This approach gives them control over their marketing calendar. They can test offers, review results, and adjust quickly. Campaigns feel timely because they respond to real sales patterns, not guesses.
Online ordering, loyalty, and targeted promotions now work together as part of a clear growth strategy. The brand continues to focus on community and craft, while technology supports those goals behind the scenes.
As order volume increased across locations, James and Courtney, owners of Stone Tower Brews, needed clear visibility into performance. Guesswork could not support a growing operation. Through Per Diem’s reporting dashboard, the brand now tracks daily sales, online order trends, new customer activity, and product performance from one place.
The team can review which drinks lead in popularity on a given day, which food items move fastest during lunch, and which hours show slower traffic. These insights help managers adjust staffing, prep levels, and promotions with confidence.
An integrated AI marketing assistant within the platform acts like their personal CMO. It analyzes sales patterns and highlights useful signals. For example:
Instead of waiting for monthly reports, owners access updates in real time. That clarity supports faster, smarter decisions. If a seasonal drink performs well in one store, they can amplify it across others. If a certain item slows down, they can test a targeted offer to revive interest.
Data also shapes in-store operations. When managers understand demand patterns, they prepare the right inventory and avoid waste. Kitchen teams plan more accurately. Baristas focus on service rather than scrambling during unexpected rushes.
This blend of visibility and action allows Stone Tower Brews to move with purpose.
Behind every successful café stands a capable and motivated team. Stone Tower Brews places high value on training, growth, and culture. Each new barista gains hands-on exposure to the roasting process, learning how beans travel from farm to final cup. That foundation builds pride and product knowledge.
Before digital ordering, staff often spent valuable time juggling phone calls, manual entries, and system work. Technology now removes much of that burden. Orders placed through mobile or web channels enter directly into the existing Square setup. The team does not need to re-key items or manage separate tablets.
This shift creates space for what truly matters in hospitality.
Baristas can focus on crafting drinks with care. Chefs can refine weekly specials. Managers can mentor new hires and strengthen team morale. Training sessions emphasize service skills, product storytelling, and guest connection rather than troubleshooting systems.
Operational simplicity also improves onboarding. With fewer manual steps, new employees learn workflows faster. Consistency across locations increases because the same tools support each shop.
By reducing friction behind the counter, Stone Tower Brews protects the human side of its brand.
Expanding to multiple cities can dilute a brand if systems fail to keep pace. Stone Tower Brews has avoided that trap by aligning technology with its original mission.
Each location retains its welcoming feel. Regulars still recognize familiar faces. Students still gather around shared tables. The difference lies in the efficiency that supports those moments.
Online ordering absorbs peak demand without overwhelming staff. Targeted promotions reach loyal guests directly. Reporting tools provide clear signals for smart decisions. All of this happens quietly in the background.
Leadership continues to invest in product quality and team development. Technology acts as a partner, not the centerpiece. That balance keeps the focus on coffee, food, and connection.
1. What changed after launching mobile and web ordering?
Peak hour pressure eased almost immediately. A portion of guests began ordering ahead, which reduced counter lines and phone interruptions. Orders flowed directly into Square, cutting down manual entry and errors.
The team gained smoother service during rush periods and clearer visibility into daily performance.
2. How did Stone Tower Brews shift heavy in-store demand to mobile ordering?
They treated it as a focused campaign. The app was promoted across their website, Google Maps listing, and social media channels. In-store signage reinforced the message at the counter.
To drive downloads, they ran a gift card giveaway for customers who installed the app. Once guests experienced the convenience of ordering ahead, adoption grew naturally.
3. How does real-time data help them run four locations efficiently?
Live reporting and AI insights show daily sales, top-selling items, new customers, and slower periods for each store.
Managers use this information to adjust staffing, promote specific products, and plan inventory with confidence. Decisions now rely on clear numbers rather than assumptions.
Stone Tower Brews demonstrates how an independent coffee roaster can thrive in a competitive market. The brand built its reputation through quality sourcing, careful roasting, thoughtful menu design, and strong staff culture. It then strengthened that foundation with the right digital tools.
If you run a café on Square and want to streamline operations, grow direct orders, and gain real-time insights like Stone Tower Brews, now is the time to act. Per Diem connects directly with Square POS, launches quickly, and equips you with mobile ordering, rewards, marketing tools, and AI-driven reporting in one system.
Book a demo to see how it works for your store and start building a stronger direct ordering channel today.
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