Royal Cup
160 Cleage Dr,
Birmingham, 35217-1461, AL,
United States
Birmingham, 35217-1461, AL,
United States
1 205-849-5836
Consumer Packaged Goods
Royal Cup Technographics
Royal Cup Technographics, Software Purchases, AI and Digital Transformation Initiatives
Discover the latest software purchases and digital transformation initiatives being undertaken by Royal Cup and its business and technology executives. Each quarter our research team identifies on-prem and cloud applications that are being used by the 848 Royal Cup employees from the public (Press Releases, Customer References, Testimonials, Case Studies and Success Stories) and proprietary sources.
During our research, we have identified that Royal Cup has purchased the following applications: SAP ERP ECC 6.0 for ERP Financial in 2008, iCIMS Recruit Applicant Tracking System for Applicant Tracking System in 2019, Zendesk Chat for Chatbots and Conversational AI in 2018 and the related IT decision-makers and key stakeholders.
Our database provides customer insight and contextual information on which enterprise applications and software systems Royal Cup is running and its propensity to invest more and deepen its relationship with SAP , iCIMS , STARLIMS or identify new suppliers as part of their overall Digital and IT transformation projects to stay competitive, fend off threats from disruptive forces, or comply with internal mandates to improve overall enterprise efficiency.
We have been analyzing Royal Cup revenues, which have grown to $360.0 million in 2024, plus its IT budget and roadmap, cloud software purchases, aggregating massive amounts of data points that form the basis of our forecast assumptions for Royal Cup intention to invest in emerging technologies such as AI, Machine Learning, IoT, Blockchain, Autonomous Database or in cloud-based ERP, HCM, CRM, EPM, Procurement or Treasury applications.
Royal Cup Tech Stack and Enterprise Applications
Royal Cup ERP
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| SAP | Legacy | SAP ERP ECC 6.0 | ERP Financial | ERP | NTT North America | 2008 | 2009 |
In 2008, Royal Cup implemented SAP ERP ECC 6.0 as its ERP Financial backbone. The implementation was scoped to support the company’s multi-faceted operations including manufacturing, wholesale distribution, a financial leasing business, and field service activities, with an internal IT team of eight supporting roughly 800 users across 32 states.
The SAP ERP ECC 6.0 deployment centered on core financial capabilities typical of ERP Financial systems, including general ledger, accounts payable, accounts receivable and fixed asset accounting, and was configured to support procure-to-pay and order-to-cash workflows and consolidated financial reporting. Configuration work included accounting structures, fiscal period management and integration touchpoints to inventory and order management processes to align finance with operational flows.
NTT North America served as a system integrator for the SAP ERP ECC 6.0 deployment, with the initial runtime hosted on Royal Cup’s on-site IBM iSeries infrastructure. Royal Cup later engaged Symmetry for hosting and SAP Basis managed services, and in 2019 Symmetry migrated the SAP environment from the on-site IBM iSeries platform to Symmetry’s SAP HANA cloud, providing ongoing SAP Basis support, security operations and hybrid cloud hosting.
Governance moved toward a managed services model where Symmetry extended the internal IT team to handle day-to-day SAP application management and hosting, enabling the IT group to focus on strategic initiatives. Royal Cup cited avoidance of high capital hardware refresh costs and reported improved performance and security of the SAP environment after the hosted SAP HANA migration.
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Royal Cup HCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| iCIMS | Legacy | iCIMS Recruit Applicant Tracking System | Applicant Tracking System | HCM | n/a | 2019 | 2019 |
In 2019, Royal Cup implemented iCIMS Recruit Applicant Tracking System and deployed it on its public careers site. The iCIMS Recruit Applicant Tracking System is the front end for job posting and candidate intake on the careers portal, serving as the primary capture point for external applicants.
Configuration focused on core Applicant Tracking System capabilities, including requisition management, candidate profile capture, configurable hiring workflows, interview scheduling, and offer tracking. The implementation included role based permissions for recruiters and hiring managers, and automated routing of candidate records through defined stages of the hiring lifecycle.
The deployment was embedded in the corporate careers portal to handle application intake, screening workflows, and structured candidate communications, supporting Talent Acquisition, HR business partners, and hiring managers. Operational coverage centered on recruiting functions rather than enterprise transaction systems, with the ATS acting as the canonical record for active candidate activity.
Governance elements were put in place to manage candidate data, consent, and access controls, including administrative configuration for hiring approvals and reporting. The narrative reflects a standard cloud delivered Applicant Tracking System architecture where the iCIMS Recruit instance is configured to align recruiting processes and maintain compliance oriented reporting.
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BackGround Screening | HCM |
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2016 | 2016 |
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Succession and Leadership Planning, Skills Intelligence | HCM |
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2019 | 2019 |
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Talent Assessment | HCM |
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2016 | 2016 |
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Talent Assessment | HCM |
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2018 | 2018 |
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Royal Cup AI-Powered Application
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
|---|---|---|---|---|---|---|---|---|
| Zendesk | Legacy | Zendesk Chat | Chatbots and Conversational AI | AI-Powered Application | n/a | 2018 | 2018 |
In 2018, Royal Cup implemented Zendesk Chat on its public website. The deployment established a customer-facing conversational layer to capture real-time consumer inquiries and deliver live interactions to the company’s service agents, with the chat widget surfaced across product and contact pages to ensure consistent access.
Zendesk Chat was used to provide core Chatbots and Conversational AI capabilities, including real-time messaging, proactive chat invitations, canned responses, chat routing, agent presence indicators, and session transcript capture, enabling structured conversational workflows for customer service. The implementation centered on web-embedded agent consoles and visitor session context to support customer care functions across Royal Cup’s online channels.
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Royal Cup Collaboration
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Collaboration | Collaboration |
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2015 | 2015 |
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Collaboration | Collaboration |
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2022 | 2022 |
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Collaboration | Collaboration |
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2022 | 2022 |
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Royal Cup SCM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Supply Chain Management | SCM |
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2009 | 2010 |
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Royal Cup CRM
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Customer Support | CRM |
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2019 | 2019 |
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Marketing Analytics | CRM |
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2017 | 2017 |
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Marketing Analytics | CRM |
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2017 | 2017 |
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Marketing Automation | CRM |
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2018 | 2018 |
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Sales Automation | CRM |
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2021 | 2021 |
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Royal Cup IaaS
Vendor |
Previous System |
Application |
Category |
Market |
VAR/SI |
When |
Live |
Insight |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Application Hosting and Computing Services | IaaS |
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2020 | 2020 |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Application Hosting and Computing Services | IaaS |
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2019 | 2019 |
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Cloud Storage | IaaS |
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2014 | 2014 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Content Delivery Network | IaaS |
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2020 | 2020 |
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Database Management | IaaS |
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2019 | 2019 |
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IT Decision Makers and Key Stakeholders at Royal Cup
| First Name | Last Name | Title | Function | Department | Phone | |
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Senior Vice President, Head of Human Resources | VP | HR | |
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Recruiting Partner | Manager | HR | |
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Human Resources Business Partner | Manager | HR | |
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Senior Customer Marketing Manager | Manager | Marketing | |
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Director Sales Support | Director | Sales | |
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Sales Operations Manager | Manager | Sales | |
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Senior Vice President - Sales and Marketing | VP | Marketing | |
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IT SAP Systems Manager | Manager | IT | |
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President & CEO, Operations | CXO | Operations | |
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GM, Operations & IT | CXO | IT | |
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Apps Being Evaluated by Royal Cup Executives
APPS RUN THE WORLD tracks software evaluation trends across 2 million companies worldwide, including buyer insights from Royal Cup IT executives and key decision makers. As part of ARTW Buyer Intent and technographics insights, these findings provide useful visibility into the Royal Cup digital transformation priorities and AI adoption trends.
| Date | Company | Status | Vendor | Product | Category | Market |
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FAQ - APPS RUN THE WORLD Royal Cup Technographics
Royal Cup is a Consumer Packaged Goods organization based in United States,
with around 848 employees and annual revenues of $360.0 million.
Royal Cup operates a diverse technology stack with applications such as
SAP ERP ECC 6.0, iCIMS Recruit Applicant Tracking System and Zendesk Chat,
covering areas like ERP Financial, Applicant Tracking System and Chatbots and Conversational AI.
Royal Cup has invested in cloud applications and AI-driven platforms to optimize efficiency and growth,
collaborating with vendors such as SAP, iCIMS and Zendesk.
Royal Cup recently adopted applications including
Slack Connect in 2022, Slack Connect in 2022 and SAP Cloud for Customer in 2021,
highlighting its ongoing modernization strategy.
APPS RUN THE WORLD maintains an up-to-date database of Royal Cup’s key decision makers and IT executives,
available to Premium subscribers.
Our research team continuously updates Royal Cup’s profile with verified software purchases,
vendor relationships, and digital initiatives identified from public and proprietary sources.
Subscribe to APPS RUN THE WORLD to access the complete Royal Cup technographics profile,
including detailed breakdowns by category, vendor, and IT decision makers.