TRAY
TRAY (Vendsy, Inc.) is a US-based enterprise point-of-sale software company that sells a cloud-native, Android-based POS platform to multi-unit restaurant operators, with bundled SaaS for POS, KDS, online ordering, kiosks and menu management.
- Company typePrivate
- Founded2013
- HeadquartersSanta Monica, United States
- Headcount101–250
- GTM typeB2B
- OfferingSoftware
What TRAY does
TRAY (legally Vendsy, Inc.) is a privately held, US-based enterprise point-of-sale software company founded in 2013 and headquartered in Coral Gables, Florida, with regional operations in Saudi Arabia (Riyadh, via Vendsy Publishing Company) and engineering/R&D in India (Hyderabad, via Vendsy India Pvt Ltd). The company sells a cloud-native, Android-based POS platform designed specifically for multi-unit restaurant operators — primarily enterprise brands with 50+ locations such as IHOP, Applebee's, Arctic Circle, Cafe Amazon, and Wakefern/Shoprite — alongside mid-market accounts and a legacy base of family entertainment centers. Its core differentiator is a hardware- and processor-independent architecture: TRAY runs a full Android stack on any x86/Windows terminal (including 10+ year-old hardware) and is paired with a proprietary peer-to-peer hybrid networking layer that enables full automatic offline operation across POS and KDS with as little as 1MB of bandwidth.
The platform is sold as a single bundled monthly SaaS subscription that includes point of sale, kitchen display system (KDS), online ordering, self-service kiosks, handheld devices, and centralized enterprise menu management, with no transaction fees, commissions or per-order charges and processor-agnostic payment. Enterprise deals are multi-year and include dedicated "velocity agreements" with committed development hours for brand-specific customization (e.g., a KDS rebuild in six weeks). TRAY monetizes through subscription SaaS plus customization hours and services; distribution is primarily direct enterprise field sales in the US and Canada, supplemented by an exclusive reseller arrangement with Alraedah Digital Solutions for the MENA region and an open-API partner ecosystem (OlO for online ordering, PrimePay for HCM, Maple for Voice AI). The company has cumulatively raised over $20M in venture funding and received a strategic investment from Alraedah Finance in October 2024 to support product development, integrations, and planned TRAY-branded financial products (TRAY Capital, TRAY Pay).
TRAY firmographics
Firmographics- Name
- TRAY
- Legal name
- Vendsy, Inc.
- Website
- https://tray.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- TRAY (Vendsy, Inc.) is a US-based enterprise point-of-sale software company that sells a cloud-native, Android-based POS platform to multi-unit restaurant operators, with bundled SaaS for POS, KDS, online ordering, kiosks and menu management.
- Ownership category
- akta.pro rank
TRAY industry classification
Industry- Product category
- Enterprise Restaurant POS Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- POS Terminals & All-in-One Retail Computers (HDACAKAA)
- akta.pro secondary industry
- Mobile Ordering, POS & Campus Dining Technology (EDALADAN)
Keywords
Where TRAY is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
TRAY business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- TRAY Cloud POS SaaS Subscription: Single monthly SaaS payment bundles all core POS, KDS, online ordering, kiosk and enterprise menu management capabilities. Described as "priced market competitively" with enterprise multi-year contracts.
- Customization & Velocity Agreement Revenue: Enterprise contracts include dedicated "velocity agreements" with specified development hours for brand-specific customization (e.g., a recent KDS rebuild in six weeks), creating professional-services-like revenue within enterprise deals.
- Integrated Workforce Management (PrimePay HCM): Integrated partnership offering with PrimePay brings HCM/payroll/time tracking capabilities into the TRAY platform — generating revenue through joint platform offerings and integration resale.
- Channel Resale (MENA — Alraedah): Exclusive reseller arrangement with Alraedah Digital Solutions for Saudi Arabia and the MENA region. TRAY-branded financial products (TRAY Capital, TRAY Pay) are slated for development, pointing to additional financial-services revenue potential.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Single monthly SaaS payment bundles POS, KDS, online ordering, kiosks and menu management. |
| Other | Multi-year contract | Enterprise multi-year contracts with bundled velocity/customization hours. |
Go-to-market motion4 records
Distribution channels4 records
Marketing channels8 records
TRAY product offering
Product offeringCore offering
TRAY provides a cloud-native, Android-based enterprise point-of-sale (POS) platform that runs on any hardware — including legacy Windows/x86 terminals and new Android tablets or handhelds — bundled with a cloud Kitchen Display System (KDS), self-service kiosks, online ordering and an enterprise menu management tool. It is sold as a single monthly SaaS subscription with no transaction or per-order fees, and is targeted at multi-unit restaurant brands running 50 to 10,000+ locations.
Differentiator
Problem solved
Functional benefit
Products and services
- TRAY Cloud POS Cloud-native, Android-based enterprise point-of-sale platform that runs on legacy Windows/x86 hardware or new Android hardware. Includes image-based conversational ordering UI, tableside order and payment, full automatic offline mode (peer-to-peer hybrid networking), Open API integrations, and is designed for multi-unit restaurant brands from 10 to 10,000+ stores.
- TRAY Kitchen Display System (KDS)
Quantifiable outcome
- iHOP franchisees saw a 30% improvement in table turn time and a 20% lift in tips after deploying TRAY tablets (no significant capital investment).
- +5 more outcomes
Companies that use TRAY
Customer profileNamed customers18 records
Segments4 records
Ideal customer profiles4 records
TRAY technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
AI capability4 records
Feature8 records
TRAY partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered flagship / core, core and minor.
- Mapleflagship / coreTRAY and Maple announced a strategic partnership to integrate Voice AI into enterprise restaurant operations running on the TRAY POS platform. Maple's AI phone-ordering agents handle reservations, orders and deliveries directly inside TRAY's POS, addressing high volumes of unanswered calls during peak hours. Since December 2023, Maple has reportedly answered over one million calls with a 96% resolution rate without human intervention. The partnership is aimed at expanding Maple's footprint among enterprise restaurant brands using TRAY.
- PrimePaycoreFully integrated partnership uniting TRAY's POS with PrimePay's Human Capital Management (HCM) SaaS platform. Restaurant operators can integrate payroll, time tracking and employee data directly with the POS to eliminate manual entry, minimize errors and save time. Joint value proposition targets the operational headaches of fast-paced restaurant operations.
- Alraedah Digital Solutions (division of Alraedah Finance)flagship / coreExclusive reseller agreement covering the Kingdom of Saudi Arabia and the broader MENA region. Alraedah resells, configures and supports the TRAY POS solution — including Arabic localization and local currency — for SMEs and Enterprise hospitality customers across food & beverage, cafés and lounges. In October 2024 the relationship was expanded into a strategic investment by Alraedah Finance (see Financial Partner entry below).
- Kevin Currier (Chief Technology Officer)minorIn recent months (as of Oct 2023), TRAY appointed Kevin Currier as its first Chief Technology Officer — a leadership hire rather than a commercial partnership. Mentioned here only because it appears in the partnership-adjacent context of the Tray news article.
Scale indicators15 records
Recent moves10 records
Expansion highlights7 records
TRAY competitors and assessment
Company assessmentDirect peers
- Toast: Leading US cloud-based restaurant POS platform serving full-service and quick-service chains and independents. Directly comparable to TRAY on cloud-native POS, restaurant focus and subscription SaaS model, with significantly greater scale and capital.
- Block (Square for Restaurants): Square's restaurant-focused POS offering extends Block's payments-led stack to food service operators. Comparable to TRAY on cloud POS and integrated payments, though it spans SMB through mid-market rather than TRAY's enterprise focus.
- SpotOn: Cloud restaurant POS and payments platform with a strong multi-unit and enterprise motion. Directly competes with TRAY for multi-location restaurant brands and bundles POS, payments and back-office software.
- Lightspeed Restaurant: Cloud-based POS for full-service and quick-service restaurants, with international footprint. Comparable to TRAY on cloud-native POS and multi-unit operator focus, particularly in North America and Europe.
- PAR Technology (Brink POS / PAR POS): Long-standing restaurant technology vendor serving enterprise chains via Brink POS and the PAR Platform. Directly comparable to TRAY on enterprise restaurant POS and menu management, with a deeper legacy installed base.
Emerging players
- TouchBistro: iPad-based POS primarily aimed at independent and small-chain restaurants. Comparable POS-in-the-cloud and restaurant focus to TRAY but at much smaller scale and primarily SMB rather than enterprise.
- HungerRush: Restaurant POS and online ordering platform focused on multi-unit quick-service and pizza chains. Directly comparable to TRAY on cloud POS and online ordering for multi-unit operators, though typically smaller-scale enterprise deals.
- Revel Systems: iPad-based POS for restaurants and retail with multi-location support. Overlaps with TRAY's cloud POS and restaurant focus, particularly in the mid-market, though with less enterprise depth.
Broad incumbents
- NCR Voyix (NCR Aloha): Legacy enterprise restaurant POS (Aloha) and broader hospitality technology provider. Competes with TRAY for enterprise restaurant deals but offers a much wider portfolio and on-premises heritage rather than TRAY's cloud-native Android stack.
- Oracle Food and Beverage (Micros): Oracle's Micros-derived enterprise POS and restaurant management platform used by global hospitality brands. A broad incumbent competing with TRAY for large restaurant chains, with deeper enterprise software heritage but more legacy architecture.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
TRAY social profiles
Digital presenceTRAY compliance and trust
Trust signalCompliance1 record
TRAY financial estimates
Financial estimateRevenue estimate
Valuation estimate
TRAY leadership team
Management profileNumber of profiles
Profiles11 records
TRAY subsidiaries and ownership
Company hierarchySubsidiaries2 records
TRAY funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
TRAY M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about TRAY
What does TRAY do?
TRAY provides a cloud-native, Android-based enterprise point-of-sale (POS) platform that runs on any hardware — including legacy Windows/x86 terminals and new Android tablets or handhelds — bundled with a cloud Kitchen Display System (KDS), self-service kiosks, online ordering and an enterprise menu management tool. It is sold as a single monthly SaaS subscription with no transaction or per-order fees, and is targeted at multi-unit restaurant brands running 50 to 10,000+ locations.
Is TRAY a public or private company?
TRAY is a private company. It is classified as venture growth investor backed and is currently operating.
When was TRAY founded?
TRAY was founded in 2013. It employs 101 to 250 people.
Where is TRAY based?
TRAY is headquartered in Santa Monica, United States, in the North America region.
How does TRAY make money?
Four revenue lines are on record. TRAY Cloud POS SaaS Subscription is the primary driver. The others are customization & Velocity Agreement Revenue, integrated Workforce Management (PrimePay HCM) and channel Resale (MENA — Alraedah).
Who are TRAY's main competitors?
Direct peers on record are Toast, Block (Square for Restaurants), SpotOn, Lightspeed Restaurant and PAR Technology (Brink POS / PAR POS). Emerging players are TouchBistro, HungerRush and Revel Systems. Broad incumbents are NCR Voyix (NCR Aloha) and Oracle Food and Beverage (Micros).
Does TRAY have an API?
Yes. TRAY offers an Open API platform that enables restaurant operators and partners to build their own ordering platforms and integrate TRAY POS with third-party systems (CRM, loyalty, inventory, payments, back-office, online ordering, etc.). The Open API is described as industry-standard; TRAY states it provides its APIs directly and discloses any fees charged to third parties to use the APIs. The platform is used to enable web ordering integrations (e.g., OlO), third-party delivery, payroll/HCM data exchange (PrimePay), and broader partner integrations. No formal developer portal URL or REST/GraphQL/webhook/auth specifications are provided in the source material. Developer documentation is at tray.com/integrationsandpartners.
What industry is TRAY in?
TRAY's product category is Enterprise Restaurant POS Software. Its primary akta.pro industry code is HDACAKAA, POS Terminals & All-in-One Retail Computers, with a secondary code of EDALADAN, Mobile Ordering, POS & Campus Dining Technology. Its NAICS code is 518 and its SIC code is 7372.