On The GroundTechnology consultancy
On The Ground 2.0 — Dubai, UAE

Technology that reaches the ground.

A consultancy for food & beverage, retail and live events. We connect the right software and payment partners to the right operators — and stay until it runs.

Talk to us

The core is every channel we work across. Pull it apart, or scroll — it comes apart on its own.

  • Point of sale
  • Payments
  • Connectivity
  • Event software
  • Supply chain
  • Workforce
  • Reporting
  • Hardware
What we are

A consultancy that opens the market

We work closely with software and payment partners, and we open the F&B, retail and events market for them — linking a good product to the operators who need it, through the right channels.

On the other side of the table, operators get advice from people who know which products actually hold up on a busy floor.

What we do

The market we connect

  • Restaurants, cafés and multi-outlet groups
  • Retail operators
  • Event organisers, planners and venues
  • SaaS, POS and fintech partners entering the Gulf
What we do

Consult connect, deploy, train

Four things, and we say no to the rest. Software consulting for F&B and retail. Market access for our partners. Software consulting for event management. And the connectivity, deployment and ground support that carries all of it.

See the detail
  • SaaS consulting
    POS, payments, supply chain, workforce, reporting
  • Partner & market access
    Positioning, channels and introductions in the Gulf
  • Event software consulting
    Specifying and building event management solutions
  • Connectivity & deployment
    Networking, installation and ground support
Who we work with

Both sides of the same market.

01

F&B & retail operators

You are choosing, replacing or fixing the software your business runs on. We advise on what to use, connect you to partners we trust, and stay through implementation until your staff are actually using it.

Advisory · Selection · Implementation · Training

02

Software & payment partners

You have a product and no route into this market. We advise on positioning for the Gulf, open the channels, and put you in front of the operators and organisers who are actually buying.

Market access · Positioning · Channels

03

Event organisers & planners

You need the software an event runs on specified properly, and the connectivity and crew to carry it on site. We consult on the solution and support it on the ground.

Event software · Connectivity · Ground support

Why a consultancy

Advice that doesn't stop at the recommendation

Most technology advice ends with a document. Ours ends with a system in daily use, because the hard part was never the decision — it was the merchant in a busy kitchen, the venue with no usable Wi-Fi, the cashier on their second shift, and a launch date already announced.

We will tell you which platform to use, introduce you to the partner behind it, and then be there the morning it goes live. That is the whole idea in our name.

How an engagement runs

From first call to steady state.

The same five stages every time, so you always know which one you are in and what happens next.

Start a conversation

  1. Discovery

    We map what you have, what it costs, where it fails and what the site actually needs. A written assessment, not a proposal deck.

  2. Recommendation

    A costed option set with the trade-offs stated plainly, including the option of changing nothing. Any partner relationship behind a recommendation is disclosed.

  3. Design & readiness

    Solution design, network design, integration plan and training material — everything that must exist before anyone touches a live site.

  4. Deployment & go-live

    One outlet or one zone, run properly, then scale. Our people on site at open, with a named escalation line.

  5. Adoption & review

    Training as staff turn over, and an honest read on whether what we recommended is earning its keep.

Training

Adoptionis a training problem

The best-chosen software fails quietly if the staff go back to the old way. We train the people who actually touch it — cashiers, shift leads, merchants, bar and floor staff, and the crews who deploy it on an event site.

How we train
  • 01
    Cashiers & shift leads
    Running a shift on the POS
  • 02
    Merchants & owners
    Getting the numbers out of the system
  • 03
    Bar & floor staff
    Service-speed use under pressure
  • 04
    Deployment crews
    Installing and supporting on an event site

Ready? Tell us what you are trying to put in the field

One call. We will tell you honestly whether we are the right consultancy, what the real obstacles are, and what a first ninety days would look like.

Talk to us hello@otgdxb.com