Toggle

What Toggle does

Toggle is a UK-based hospitality commerce and gift card platform that enables restaurants, pubs, cafes, hotels, and QSR operators to sell gift cards, experiences, pre-loaded cards, and retail products directly from their own website and through third-party retail channels. The platform, operated by Airship Services Limited (Company No. 4225467, registered in England), was founded in 2018 and is headquartered in Sheffield with a London office; its services are restricted to UK addresses. Toggle is positioned as a 100% hospitality-focused alternative to generic gift card providers, with named customers including Wahaca, Rosa's Thai Cafe, The Alchemist, Yo! Sushi, Franco Manca, Leon, Zizzi, Gail's, Ivy Collection, and Boston Tea Party.

The technology stack is API-first, comprising a public developer API and modular products including a mobile-optimised Webshop, a Dashboard control panel, a Promotions module (Added Value, Discounts, Free of Charge issuance), Reporting, Print and Fulfilment, and a suite of "booster" features (Toggle Tickets, Champions, Boardpack, Lobby). The platform integrates with 20+ EPOS systems (Zonal, Tevalis, iiko, Access, Cunninghams, Comtrex, Samtouch, etc.), payment gateways (Stripe, PayPal, Adyen, Braintree, Global Payments, Trust Payments), e-commerce (Shopify, WooCommerce), ordering, CRM, feedback, and rewards systems, and extends to a third-party retail shelf via the Blackhawk Network "Foodie Favourites" programme at Tesco, Waitrose, and John Lewis.

Toggle monetises through tiered monthly subscriptions scaled by operator location count (from £30/month for 1–2 locations to £100+/month for 51–100 locations, with custom pricing for 100+ locations), one-time setup fees (£35–£400), and a 6.5% transaction fee on gift card sales subject to a £10 monthly minimum per location and a fair-use cap of £200,000 per subscribed unit per 12-month contract. GTM is sales-led via direct website demo requests, content marketing (Bloggle, Resource Hub, Academy), and a Professionals Network of agency and consulting partners; the company has no disclosed external funding.

Name

Toggle

Legal name

Airship Services Limited

Website

https://usetoggle.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Toggle is a UK-only hospitality commerce platform enabling restaurants, pubs, cafes, and hotels to sell gift cards and experiences online via mobile webshops, EPOS-integrated redemption, and retail distribution through Blackhawk Network at Tesco, Waitrose, and John Lewis.

Ownership category

akta.pro rank

Headquarters

HQ city

Sheffield

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Subscription Licensing: Tiered monthly subscription pricing based on number of business locations. Higher tiers offer more features including support levels, third-party API development, and access to professional network.
2. Transaction Fees: 6.5% of sales taken on all gift card transactions processed through the platform. Minimum monthly charge of £10 per location applies.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Toggle is a hospitality-focused commerce platform that enables UK hospitality operators to sell gift cards and experiences directly from their own website and through physical locations. It bundles a branded webshop, a centralized dashboard, a promotions engine (Added Value, discounts, free-of-charge vouchers), reporting tools, physical card print and fulfilment, and an integration layer connecting to 20+ EPOS systems, payment gateways, ordering platforms, CRM, and feedback tools.

Product overview

Toggle is a hospitality commerce and gift card platform that operates as a unified product with multiple integrated modules. The core Toggle Platform serves as the foundation, supporting Webshop (customisable e-commerce storefront), Dashboard (control panel), Promotions (campaign management with Added Value, Discounts, and Free of Charge Cards), Reporting (analytics and data export), and Partners/Integrations (technical connections to EPOS, ordering, payments, CRM, and e-commerce systems). Additional modules include Print and Fulfilment (physical card production), Unlimited Support, Greetings Gift Cards, Foodie Favourites (retail placement partnerships), and feature boosters like Toggle Tickets, Champions, Fulfilment, and Boardpack. The platform also includes Toggle Academy for training resources and Toggle Lobby for customer engagement.

Differentiator

Problem solved

Functional benefit

Brands

• Toggle Time: Seasonal gift card promotions and campaigns, including Toggle Time 4 (Toggletopia) and Toggle Time 5 (A Christmas Journey)
• Toggle Tickets
• Toggle Champions
• Toggle Boardpack

Products and services

• Toggle Hospitality Commerce Platform Unified hospitality commerce platform sold to UK hospitality operators, bundling webshop, dashboard, promotions, reporting, integrations, and print/fulfilment into a tiered subscription product for selling gift cards and experiences.
• Toggle Webshop Mobile-optimised, customisable e-commerce storefront for hospitality operators to sell gift cards, experiences, pre-loaded cards, and retail products directly from their own website, with custom branding and seamless customer journey.
• Toggle Dashboard Centralised control panel allowing hospitality operators to customise, edit, report, and adapt the platform on the fly, with a simple-by-design interface and integrated help resources.
• Toggle Promotions Campaign management tool for hospitality operators offering Added Value (e.g., pay £20 get £30), percentage or fixed discounts, and Free of Charge card issuance for prizes, giveaways, and customer service.
• Toggle Reporting Analytics and reporting module providing at-a-glance statistics with graphs and charts, raw data export for spreadsheets, and on-demand report generation with customisable date ranges.
• Toggle Integrations Platform Pre-built API connections with 20+ EPOS systems, ordering platforms, payment gateways (Stripe, PayPal, Adyen, Braintree, Global Payments, Trust Payments), CRM, feedback, rewards, and property management systems for operational fluidity.
• Toggle Print and Fulfilment Physical gift card printing and fulfilment service handling production and delivery of physical gift cards for hospitality venues.
• Toggle Unlimited Support Expert customer support offering included with higher-tier subscriptions, providing assistance with platform usage, troubleshooting, onboarding, and feature maximisation.
• Foodie Favourites (Retail Gift Card Distribution) Retail distribution program via Blackhawk Network partnership that enables Toggle hospitality operators' gift cards to be sold at Tesco, Waitrose, John Lewis, and other major UK retailers.

Quantifiable outcome

• Boston Tea Party sold more gift cards in December alone than in previous 12 months combined
• +2 more outcomes

Named customers20 records

Segments1 record

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration46 records

Feature6 records

Partnerships

26 partnerships are on record, tiered core and minor.

• Blackhawk NetworkcoreChannel Partner/ Reseller/ DistributorStrategic partnership through Foodie Favourites program enabling hospitality operators to sell gift cards through major UK retail channels including Tesco, Waitrose, and John Lewis. Blackhawk Network operates as one of the UK's biggest gift card distribution networks.
• AirshipcoreTechnology or IntegrationToggle is a product of Airship Services Limited. Airship provides next-generation guest engagement technology that is 100% hospitality-focused, helping restaurants, pubs, cafes, hotels, QSR and more to reach customers through targeted, personalised communication. Toggle integrates with Airship CRM.
• ZonalcoreTechnology or IntegrationPre-built integration with Zonal EPOS systems (used by 17,000+ hospitality businesses) and Zonal Hotel Solutions PMS. Allows gift card loading, redemption, and balance checking directly through Zonal POS.
• ShopifycoreTechnology or IntegrationNative integration with Shopify ecommerce platform allowing Toggle gift card redemption on Shopify-powered online stores.
• WooCommercecoreTechnology or IntegrationToggle provides a WooCommerce plugin enabling hospitality operators with WooCommerce stores to accept Toggle gift cards as payment.
• StripecoreTechnology or IntegrationIntegration with Stripe payment gateway for processing online gift card payments.
• PayPalcoreTechnology or IntegrationIntegration with PayPal for online payment processing on Toggle webshops.
• AdyencoreTechnology or IntegrationIntegration with Adyen payment platform for commerce solutions.
• BraintreecoreTechnology or IntegrationIntegration with Braintree payment platform offering PayPal, cards, and digital wallets.
• Global PaymentscoreTechnology or IntegrationIntegration with Global Payments for commerce solutions.
• Trust PaymentscoreTechnology or IntegrationIntegration with Trust Payments for gift card sales both online and in-venue with analytics.
• TillominorChannel Partner/ Reseller/ DistributorRewards partnership with Tillo connecting retailers to partners and businesses for B2B gift card distribution.
• JigsawminorChannel Partner/ Reseller/ DistributorRewards partnership with Jigsaw Business Solutions helping retailers launch, manage and drive profitable gift card programmes.
• DiggecardminorChannel Partner/ Reseller/ DistributorRewards partnership with Diggecard helping businesses deliver gift card goals.
• Zonal Hotel SolutionscoreTechnology or IntegrationProperty Management System integration with Zonal Hotel Solutions PMS combining accommodation management, 450+ OTA channel management, booking engine, mobile check-in, and payments.
• SpaceMan MarketingminorImplementation/ SI/ Consulting PartnerProfessionals network partner - hospitality business leader and award-winning marketer with 25+ years experience. Marketing consultancy launched July 2023.
• GigPigminorImplementation/ SI/ Consulting PartnerProfessionals network partner - UK's fastest growing music marketplace and booking platform for hospitality entertainment bookings.
• KlimatominorImplementation/ SI/ Consulting PartnerProfessionals network partner - climate action platform helping restaurants calculate, communicate, report & reduce food climate impact.
• Flaunt DigitalminorImplementation/ SI/ Consulting PartnerProfessionals network partner - Leeds-based digital marketing and development agency covering all key digital channels.
• White DoeminorImplementation/ SI/ Consulting PartnerProfessionals network partner - strategic guidance and support providing Finance Director expertise without full-time FD cost.
• Nineteen AgencyminorImplementation/ SI/ Consulting PartnerProfessionals network partner - hospitality marketing agency passionate about strategic solutions that are memorable and add to bottom line.
• Me:MominorImplementation/ SI/ Consulting PartnerProfessionals network partner - marketing agency specialising in press campaigns, content creation, local customer relationships, and digital marketing.
• KAM MediaminorImplementation/ SI/ Consulting PartnerProfessionals network partner - research consultancy specialising in hospitality and retail with research and insights tools.
• DatahawksminorImplementation/ SI/ Consulting PartnerProfessionals network partner - data analysis joining payment, feedback, social and WIFI data to surface actionable opportunity.
• Bums on SeatsminorImplementation/ SI/ Consulting PartnerProfessionals network partner - UK's largest outsource sales agency for hospitality sector growing revenue through pre-booked sales.
• 2ForksminorImplementation/ SI/ Consulting PartnerProfessionals network partner - food and drink copywriting specialists helping brands like Dishoom and Wahaca since 2014.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Givex: Givex is a gift card, loyalty, and stored-value platform serving retail and hospitality chains with multi-location operators, the same core buyer and use case as Toggle. Both monetize via transaction fees on gift card programs integrated with EPOS and online channels.
• Reward Cloud: Reward Cloud is a UK-based gift card and prepaid platform used by retailers and hospitality operators. It is comparable to Toggle because both target UK multi-location businesses with stored-value programs, web storefronts, and EPOS/API integrations.
• Stored Value Solutions (SVS): SVS provides gift card program management, card processing, and fraud control for retail and restaurant brands. Like Toggle, it powers branded gift card programs with EPOS reconciliation and online redemption for multi-location operators.
• Snappy Gifts: Snappy is a digital gifting platform that lets companies send curated gift cards and experiences to recipients, including hospitality options. It overlaps with Toggle's experience/gifting use case and competes for the same end-corporate and consumer gifting budgets.
• CashStar (Blackhawk Network): CashStar is Blackhawk Network's digital gift card platform sold to retailers and restaurants. It is comparable to Toggle's core gift card ecommerce, web redemption, and API redemption capabilities, and is owned by the same partner (Blackhawk) that already distributes Toggle's Foodie Favourites.
• Reward Gateway: Reward Gateway is a UK-based employee engagement and rewards platform whose SmartHub product incorporates gift cards, vouchers, and experiences. It competes with Toggle on the gifting/experience side of hospitality operators and is comparable for enterprise reward and recognition use cases.
• Punchh (Pareto Intelligence): Punchh is a restaurant-focused loyalty and digital offers platform used by multi-location hospitality chains. It competes with Toggle's marketing/promotions and CRM integration capabilities for the same chain restaurant customer base, especially in the US but with similar operator pain points.

Others

• Tillo: Tillo is a B2B digital gift card distribution API connecting retailers to reward platforms and resellers. It overlaps with Toggle as part of the broader gift card distribution ecosystem and is already listed as a Toggle partner (mutual rewards partnership).
• Zonal: Zonal is the leading UK hospitality EPOS vendor with 17,000+ venues using its tills, and is one of Toggle's most important integration partners. Zonal also offers adjacent hospitality tech (PMS, ordering, CRM), making it both a critical distribution channel for Toggle and a potential horizontal competitor if Zonal bundled native gift card functionality.

Broad incumbents

• Blackhawk Network: Blackhawk Network is the largest gift card distribution network globally and operates the Foodie Favourites programme through which Toggle cards reach Tesco, Waitrose and John Lewis. Blackhawk is a Toggle channel partner but also a large incumbent that owns competing digital gift card technology (CashStar) targeting the same retailers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xtwitter.com/UseToggle
• Facebookfacebook.com/UseToggle
• LinkedInlinkedin.com/company/usetoggle
• Instagraminstagram.com/usetoggle

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toggle