360fish started off with a good question. A good, reliable, feature rich, enterprise POS is going to be expensive. If your friend plans on expanding the company it may be worth the expense. If not, has he looked into enterprise reporting tools? Micros offers MyMicros, and there are always 3rd party reporting companies like Avero and Mirus.
Another question is why he prefers a cloud based POS. A lot of non-techies, and unfortunately a lot of techies, think of any business applications that run on the internet as cloud based. Personally I like the idea of cloud based data storage and business intelligence tools, wouldn't want the POS systems for my entire company dependent on an internet connection. I like to know that unless there's a power outage the kitchen will be getting orders, guests will be getting checks, and the servers/bartenders will not have the opportunity to "find" extra money for their upcoming vacation.
If he decides that buying a whole system is worth it, I'd suggest he get a demo of the Micros 3700 w/Enterprise Management during his research. It's been a solid product for over 10 years and isn't that hard to maintain. The initial setup is complicated, but I think that's pretty standard for an enterprise POS system. Setting up a new restaurant is relatively easy. You enter the config options on the master server and it will generate a setup file.
This is not a cloud based system, but If he's looking for web based reporting he can get it through MyMicros almost real-time, (it can be set to post every 15 minutes). If you only have 3-4 workstations per location you can also get one with a hard drive to act as the local server, eliminating the need for, and cost of, a full sized pc/server in the office. Micros has also recently started offering a tablet workstation.
I've never done more with Aloha than taken it out for a test drive so can't say anything pro or con.
People are going to recommend the system they like so you'll get conflicting recommendations in a forum like this. One thing I'd definitely suggest is to have you friend send his managers out to other restaurants in their area and ask about the quality/reliability of service on their POS system; it may be the deciding factor if all else is equal or close. These things take a beating and are going to have problems. Bad service can make even the best POS systems miserable to work with.