From Pandemic Pivot to Rising Star: TRAY’s Elizabeth Hawes

Elizabeth "Lilly" Hawes, Director of Product Operations & Release Management at TRAY, received the Rising Star Award at MURTEC 2025: Experience Matters.

The Rising Star Award honors individuals in the early stages of their careers who have already made notable contributions to their organizations. Hawes was recognized for her impact on restaurant technology and product delivery in her role at the POS software company.

Hawes began her restaurant technology career during the pandemic—when “reality was turned upside down” for most businesses, especially restaurants, she recalls.  “I started using an app designed specifically for coffee companies and saw firsthand how quickly they were able to help mom-and-pop shops that were at immediate risk of closing their doors. It made me realize how incredibly powerful restaurant technology can be in elevating businesses in a rapidly changing world. More importantly, I saw how crucial it was to offer solutions that were not only easy to adopt but also created opportunities for growth that didn’t exist before.”

Moved by the app’s local impact, Hawes reached out to its founder—then at Cloosiv (now Odeko). That conversation led to her first role in restaurant tech.

“And I haven't looked back,” she says.

Can-Do Attitude

Hawes quickly established a reputation at TRAY for leadership, ownership and optimism. Since MURTEC 2025, she was promoted to Director of Product Operations & Release Management from Release Manager.  

“She is a problem owner. If she sees a problem or room for improvement, she does not just expect someone else to resolve it; she steps in and takes action or makes specific recommendations that have been thoughtfully delivered,” says one colleague.

“As a coworker, Lily is hard working and always ensures we are serving our customers in the best way possible while also limiting unnecessary stress on our employees. She is always a pleasure to work with.”

In her two years with the company, Hawes refined and standardized the release process for TRAY’s fast-growing POS software.

“As a Release Manager, I’ve worked to establish a more structured, transparent, and predictable release cycle, ensuring that product updates are communicated effectively and delivered with minimal disruption to our clients.”

She introduced detailed release notes aligned with industry standards and spearheaded a cross-functional testing and validation process.

“These improvements have significantly enhanced our ability to manage risk, improve software quality, and maintain trust with enterprise clients.”

In 2024, she also revamped internal workflows—restructuring ticketing systems, improving communication across global development teams, and redesigning demo processes. She implemented a fully vetted demo process that includes structured testing, documentation, and multilingual support, ensuring that releases are thoroughly tested and ready for real-world operations.

Empowering Hospitality

Hawes sees technology as a means of empowering people—especially operators on the front lines.

“I’m passionate about technology that empowers businesses to operate more efficiently while maintaining a human touch. For me, the most exciting innovations are those that simplify operations without compromising hospitality—whether it’s automation that reduces repetitive tasks, AI-driven insights that help restaurants make smarter decisions, or seamless integrations that enhance both front-of-house and back-of-house workflows. Ultimately, I love seeing technology remove friction for operators so they can focus on what they do best: delivering great food and memorable experiences,” she says.

Looking Ahead

Hawes is particularly energized by AI’s potential.  “I’m incredibly excited to see how AI will continue to transform the industry," she says. "The potential for AI-powered automation to streamline workflows, enhance customer experiences, and drive smarter decision-making is undeniable.”

She notes that AI could help reduce waste—both economic and environmental—through data-driven inventory management and operations optimization.

“By making restaurant operations more data-driven, AI will help businesses become more sustainable while also improving their bottom line.”

Hawes also sees a shift coming in POS flexibility.

“Operators want the ability to customize their technology ecosystem without being locked into rigid systems, and the future holds much innovation in that space,” she adds.

On Mentorship 

Hawes emphasizes the vital role mentorship has played in her growth.

“It’s something I don’t take for granted. I can’t overstate the impact of having brilliant, successful women take the time to give me feedback, offer guidance, and champion my success. These women have led by example—demonstrating resilience, leadership, and an ability to navigate challenges with confidence and grace,” Hawes recalls. 

She also expresses gratitude for supportive male colleagues.

“Many of them have been true allies—offering support, collaboration, and a willingness to challenge the status quo to make our work better.”

She says these role models have shaped her own approach to mentorship.

“Through them, I’ve also learned what it means to be a good mentor—to provide constructive feedback because I care about my team’s growth, to be a trusted voice when challenges arise, and to celebrate successes because we believe in each other. Mentorship is not just about guidance; it’s about fostering an environment where people feel empowered to take risks, ask questions, and push themselves to new heights,” Hawes says.

The Power of Collaboration

“Success isn’t about individual effort alone—it’s about being surrounded by people who are invested in collective progress,” Hawes says. “Whether it’s staying late to troubleshoot an issue, jumping in to offer solutions, or simply creating a culture where we respect and trust each other, I’m grateful to be part of a team that understands the power of collaboration.”

On Recognition

Receiving the Rising Star Award is meaningful to Hawes because it reflects the impact of her work—and the team behind it.

“Restaurant technology is a rapidly evolving space, and being recognized in this industry … validates the work we’re doing to create impactful solutions for our operators. One of the most rewarding moments in my role is sitting down at a restaurant and witnessing firsthand how our technology has improved their operations. … Seeing our impact in action, knowing we’ve helped make things easier for operators, servers and kitchen staff, makes any challenge worth it,” Hawes states. 

The Top Women in Restaurant Technology Awards and Rising Star Awards, sponsored by Milagro, were presented on March 11 at MURTEC. Nominations for the 2026 awards will open December 1.