As hotels navigate continued pressure on rooms revenue, F&B has firmly stepped into the spotlight as one of the most powerful drivers of ancillary income. For F&B leaders, the opportunity to maximise spend while streamlining operations has never been more compelling. Mobile ordering in particular has seen a marked acceleration in its adoption and impact in recent years as operators look to do more with leaner teams while enhancing the guest experience.
As the new year is underway, now is the ideal moment for hotels to reassess their digital F&B strategy to ensure they are fully optimised to support staff, delight guests and unlock incremental revenue. Here, IRIS, the leading provider of digital F&B and guest experience platforms, shares its top tips on how to drive results from mobile ordering and transform digital F&B operations from zero to hero:
1. Deploying QR Codes: cover all bases
QR codes are increasingly becoming a core role, extending far beyond room service menu cards to take on an increasingly active role throughout hotel spaces. Positioned strategically and well, they can work around the clock to capture orders 24/7. They can be positioned at every guest touchpoint: on elevator mirrors and key pads, printed on key cards, displayed on in-room TV screens, attached to poolside loungers, wooden cubes, the list goes on. The more visible and accessible a mobile menu is, the higher the order volumes and revenue will be.
Once displayed be sure to support it with eye-catching signage that highlights its convenience with phrases like “Order from anywhere, anytime” to drive engagement.
2. Include your mobile service offer as part of your guest communications throughout the guest journey
Guest engagement and success can begin before your guest even arrives. Take the time to include information about all of your digital ordering capabilities and services across your website as well as in pre-arrival emails, highlighting the convenience and benefits for guests of being able to order breakfast to their room or cocktails to the pool as well as additional Guest Directory services like dry-cleaning or transfers if available.
At check-in, ensure front desk staff are trained to mention the mobile ordering options as part of the guest welcome. During the stay, promote daily special offers, happy hour menu options, or late-night snack suggestions on the app. This multi-touchpoint approach ensures guests never forget they have instant access to your entire mobile ordering portfolio.
3. Expand mobile ordering beyond room service to capture each and every revenue opportunity
Mobile ordering has expanded extensively in recent years and is no longer just the realm of room service. The real revenue transformation happens when you extend digital ordering across your entire property. For F&B this means enabling guests to order from the pool deck, coffee shop, lobby bar, meeting room catering, and even outdoor dining spaces, at a time and location that suits them.
Extending this capability means that the revenue potential of every location is realised and not compromised by staff shortages or peak time rushes which can limit service delivery. The same principle applies to introducing mobile ordering capabilities to your Guest Directory and Concierge services. Offer guests the opportunity to book tickets and additional services that enhance both their experience and your profit line.
4. A picture paints a thousand orders
Whilst menus need to include key information about price, ingredients and allergens, it is high-quality photography and imagery that is the most powerful element when it comes to encouraging orders and driving sales. Any investment in strong imagery will deliver revenue returns, functioning as your digital shop window and tempting guests to order higher value items.
5. Master the art of upselling
Digital menus offer unparalleled opportunities for targeted upselling that doesn’t need to feel too pushy to the guest. Many mobile ordering platforms can now be set up to suggest complementary items at strategic points in the ordering journey. When a guest orders a main course, prompt them with suggested wine pairings or side dishes or, likewise, any special offers or future promotions to encourage them to order more. These subtle nudges can significantly increase average order sizes without putting additional pressure on staff and promote the sale of items which might otherwise be overlooked.
6. Get creative with your mobile marketing
Visibility drives adoption, and adoption drives revenue. But to ensure maximum visibility with order and revenue impact, it is important to get as creative as you can when marketing and promoting your mobile menus both on-property and online. Alongside branded QR code designs that align with your hotel’s wider branding, be sure to feature mobile ordering prominently on your website and social media channels with screenshots or a user guide showing how easy it is to access. It is also worth considering running limited-time promotions exclusive to the mobile platform, such as “Order via the app this week and receive a complimentary drink with any two-course meal.”
As well as your website and online presence, your team are also your biggest ambassadors so take the time to encourage and train them to mention the platform when interacting with guests.
7. Implement multi-lingual support to expand your guest market
International guests represent a significant revenue opportunity that’s often underserved due to language barriers. Ensure your mobile ordering platform supports multiple languages so guests can browse menus in their native tongue and feel reassured when ordering. This simple feature can not only dramatically reduce ordering friction and increase guest confidence but also support additional sales opportunities with guests who might otherwise shy away because of communication confusion.
8. Crunch the numbers
Your mobile ordering platform generates invaluable data to open a window into guest preferences, ordering patterns, peak times, popular and not so popular items. Reviewing this data on a regular basis and particularly at the start of the year following the peak Christmas season, can ensure future pricing and marketing strategies are qualified and fit for revenue and guest ordering purpose with items and prices that have solid guest appeal.
9. Train your staff
It is just as important to promote the benefits of mobile ordering to your staff as it is to your guests to ensure you are getting the best return on your investment and reaching your revenue potential. Take the time to conduct thorough training sessions that demonstrate how the platform can make their jobs easier by reducing order errors, streamlining payment processing, and freeing them to focus on genuine hospitality.
In the same vein, teach staff how to use the platform themselves so they can confidently recommend it to guests and address any questions or issues that might arise.
10. Highlight limited-time offers and seasonal packages
Keep your digital menu dynamic by regularly featuring seasonal items, Chef’s specials, and time-sensitive promotions. Digital platforms make it easy and straightforward to update offerings without reprinting physical menus. From menus featuring seasonal produce to promotional packages for key events like Mother’s Day and Valentine’s Day. Items can easily be highlighted as “Chef’s Choice” or “New this week” to support promotion and create urgency. These rotating features keep regular guests engaged whilst providing opportunities to test new items and drive repeat orders throughout each stay.
