How mobile ordering can boost your F&B revenue and free up resources, as told by the team at IRIS.

The adoption of a cloud-based, mobile-first approach to F&B operations and the guest experience has seen a seismic shift in recent years and this growth looks set to continue. 

Much of its popularity lies in its flexibility. Mobile ordering provides a convenient, accessible option for guests to review, order and pay for items all from the palm of their own hand, and often from several outlets within a hotel or resort, at a time and location that suits them. Without being restricted by the need to find a physical menu or wait for a staff member to take their order and pay. Greater accuracy, less friction, and a swifter delivery of orders from staff all result in an improved guest experience, guest loyalty, sales and revenue. Likewise, enhanced operational efficiencies are also enjoyed by staff. They no longer need to take orders over the phone or in person and then manually upload them as they’re automatically delivered to the bar or kitchen. Swifter ordering capabilities means staff can serve more covers, with fewer resources and less stress, without compromising on service or profits.  

Reassuringly for operators and guests alike, mobile ordering platforms also offer a host of features to support different guest requirements and to maximise revenue opportunities. On IRIS’ digital menus for example, search and filter functions for allergens enable guests to personalise their menu preferences; a ‘call waiter’ button gives guests the option to signal for a member of staff and advanced ordering enables guests to pre-order groceries and toiletries in advance of their stay and for operators to secure revenue ahead of a guest’s arrival. 

Client case study: London Marriott Hotel County Hall 

The 5* London Marriott County Hall is situated in the heart of the capital. The team were keen to implement mobile dining as a way of delivering a contactless dining service for guests. This was achieved via the IRIS mobile ordering app which also met their wider requirements to boost F&B revenue, eliminate mistakes and enhance the guest experience. 

The app is promoted to guests on arrival and with QR codes. Now 97% of all orders are made through it. Its widespread adoption by guests has not only minimised the pressure on staff and reduced their workload, it has also delivered consistent increases in both order volumes and guest spend each month, culminating in a 17% growth in F&B revenue YOY.

To find out more about how IRIS’ mobile ordering platform can support your revenue, staff and guests please visit iris.net.