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Key Result #1 Capacity doubled overnight: Transitioning from structured sessions to rolling entries with ROLLER immediately increased weekly sales by 2x. |
Key Result #2 A thriving membership program: Guests can easily upgrade a one-time visit to an ongoing membership with no extra effort for staff. |
Key Result #3 One system, no chaos: Operations are now simpler for staff and smoother for guests with everything they need in one place, including payments, waivers, bookings, and special events. |
When Natalie Goodall opened Playgrounds Cafe in Waukee, Iowa, it wasn’t just a business venture; it was a deeply personal project born from her own lived experience as a mother. With a background in commercial interior design and two young children of her own, Natalie found herself longing for a space that simply didn’t exist: a place where parents could unwind with a coffee while their children played safely in sight, without overwhelming noise or chaos.
“We needed a space that wasn’t overwhelming, where I could actually sit and enjoy a coffee while my kids played within sight and earshot,” she shared. “I didn’t see that in the market, so I decided to build it myself.”
Her vision became Playgrounds Cafe, a thoughtfully designed indoor play space for kids aged six and under, combined with a cozy coffee shop for caregivers. From the start, Natalie knew that technology would be a crucial part of the experience. She wanted her guests to be able to pre-book easily, check in without stress, and manage memberships seamlessly.
The challenge: When the tech doesn’t keep up with the vision
Like many first-time operators, Natalie opted for a technology setup that seemed straightforward and budget-friendly. She partnered with Clover for payments and for bookings, she chose Cojilio, a tool originally designed for appointment-based businesses like hair salons. At first, the combination of systems seemed workable, but things quickly began to unravel.
One of the biggest issues surfaced when recurring membership payments failed to process on the first of the month, as expected. Instead, Natalie was charged at the end of a billing cycle, a detail that hadn’t been clearly communicated.
“I was calling both providers and getting nowhere,” Natalie recalled. “They were pointing fingers at each other, and I was missing out on revenue from our core customer base. One support rep even told me, ‘Netflix bills at the end of the cycle.’ I’ve been a Netflix customer for years, and I knew that wasn’t true. Nobody would take accountability.”
This confusion created stress at the worst possible time: the venue had just opened, and first impressions mattered. But the complications didn’t stop with memberships. On-site transactions had to be processed separately for play entry and café purchases, making it harder for staff to upsell and serve guests smoothly.
Managing waivers was also a disjointed experience; the booking system didn’t talk to the waiver platform, leaving staff to hunt for information or double-handle paperwork.
Everything just felt clunky. We were limping through it. Even simple tasks like checking in guests or selling a coffee and admission together became manual workarounds.
Natalie Goodall
Owner, Playgrounds Cafe
The turning point: Making the leap to ROLLER
Just two months in, Natalie made the brave call to pivot. After seeing another play cafe switch to ROLLER, she decided to explore the platform and quickly made the decision to change systems.
“I was worried about the cost at first,” she admitted. “But honestly, my sanity was worth every penny. And we’ve easily made up the difference by maximizing our capacity.”
With ROLLER, Natalie was finally able to align her operations with the guest experience she had envisioned. She moved away from fixed play session times and implemented rolling entry, which immediately transformed the business.
The first week we switched to ROLLER, our sales doubled compared to the previous weeks—just from being able to maximize capacity.
Natalie Goodall
Owner, Playgrounds Cafe
But the impact went far beyond attendance numbers.
A smoother experience, front to back
With ROLLER, guests can now check in, sign waivers, and order food in one simple flow; no more duplicate transactions or fragmented systems. This streamlined experience not only saves time but also reduces friction at the front desk and allows the team to focus on hospitality.
On the membership side, Natalie leaned into upselling by encouraging guests to convert casual visits into ongoing plans. “We’ve got signs everywhere that say, ‘Today’s admission can go toward your first month of membership,’” she explained.
That upgrade process is so easy, someone might walk in paying $14 and walk out on a $60 recurring plan. It’s been a great way to boost memberships.
Natalie Goodall
Owner, Playgrounds Cafe
Guests no longer need hand-holding to navigate their plans. “It just works. I don’t get questions about how to manage memberships. I don’t have to explain why someone wasn’t billed. It all runs so smoothly.”
Even special events have become simpler to organize. Natalie now has the flexibility to bundle offers, sell tickets online, and even create custom packages that combine play and café purchases—from babywearing classes to music sessions to cookie decorating workshops.
“ROLLER makes it easy for us to manage events and offer deals like ‘music + play’ passes. Guests can see all the options right in the checkout.”
Looking ahead: Community, connection, and growth
After surviving the whirlwind of her first year in business, Natalie is shifting her focus from simply surviving to growing, both the business and its impact on the community.
“We’ve adjusted our hours to make space for more events in the afternoons, like sensory-friendly sessions or parent meetups for families with twins,” she said. “This summer is our proof of concept; if the community responds well, we’ll look at expanding into the adjacent space.”
Expansion could mean adding a party room, a classroom, or even a coworking space where parents can focus while their children are in safe hands next door. There’s even a new revenue stream in balloon bouquets, something Natalie has started offering locally due to demand after a nearby Party City closed.
Through it all, ROLLER remains a trusted partner.
What I love is that whether you're Sky Zone or a small venue like us, ROLLER treats you like you matter.
Natalie Goodall
Owner, Playgrounds Cafe
Natalie shared, “When something isn’t working, I can message the team and get help immediately. That level of support is rare.”
Her advice to other operators considering the switch?
“You don’t know what you don’t know. I get why people hesitate. Tech changes can be intimidating. But if you’re feeling stuck or overwhelmed, trust me: ROLLER is worth it.”
To learn more about how ROLLER could help you reach your growth goals, book a chat.
About Playgrounds Cafe
- Founded: 2023
- Location: Waukee, Iowa, USA
- Number of locations: 1
- Venue type: Playcenter
- Website: playgrounds-cafe.com
- ROLLER customer since: 2024
- Favorite features:
