Joe Cripps has lived and breathed hospitality & retail technology for 15 years. Following an early career with Fourth, he went on to build a consultancy transforming back-office systems at Pret, Itsu and many other high-street names.  Joe co-Founded Trail ( in 2014.  Trail is a simple, smart checklist for service operations. It’s designed to guide teams through their day with repeat processes and automated integrations, delivering actions from finance through to compliance. Helping every site hit the same high standard, and driving profitability with everyday efficiency.”