Unlocking the Benefits of Digital Menu Apps

Looking forward to 2023, we reviewed the biggest changes in hospitality tech, with F&B mobile ordering in particular, takingDigital Menu Apps centre stage. The implementation of digital menu apps accessible through QR codes has been highly successful, with many of our clients maximising the benefits digital menus have had on their business compared to traditional paper menus.

These advantages have helped hotels and restaurants drive F&B orders and guest spend, whilst reducing manual processes and helping their staff deliver high levels of customer service that all hotels would be proud of.

Take a look at how digital menu apps are revolutionising F&B operations, boosting sales and helping hoteliers meet the demands of modern guests.

The benefits of switching to Digital Menu apps:

Improved Accuracy

The minute you print a menu, it’s out of date! Every time you change a meal or ingredient in a dish (due to seasonal tweaks, availability issues, supply changes etc.), your menu needs to reflect these amends to ensure your guests are getting the correct information.

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Digital menu apps are easier to update and maintain – they are likely to be more accurate than a paper menu that can be outdated due to constant changes in ingredients or prices. This can help reduce errors in orders and improve the overall customer experience.

Reflect Correct Allergen Information

In the UK, it is estimated that at least 2 million people are living with a diagnosed food allergy, with nut and dairy allergies being the most common and fatal.

With people suffering from multiple allergens and intolerances, restaurants and hotels need to feel confident that the information provided to guests is correct and up to date. And it’s good business too – guests that feel comfortable visiting your restaurant and trust your information will be more likely to visit and become repeat customers.

With busy staff serving big tables, potentially with multiple allergens and intolerances, you need to be confident in the information you’re providing. Wrong answers could pose severe implications to a customer’s safety (and your business reputation).

Digital menu apps can help alleviate these issues – they’re easy to edit and update on the fly. Guests can also filter their food/drink items according to their allergens, intolerances and preferences so they can see what viable options are available to them. Calories can also be being displayed to adhere to regional restaurant regulations.

Boost Ancillary Revenue

Digital menu apps make it easier for customers to browse and order items (from multiple menus), which can lead to an increase in order volume and average guest spend, especially amongst the more digitally savvy younger guests. With a high guest uptake, digital menus can be designed to drive ‘guilt-free’ ordering with tempting photos and enticing descriptions as well as suggesting complementary items, which all contribute to an increase in order value and volume.

Promote Seasonal Events and One-off Menus

Hoteliers can change their menus to reflect current offerings or new events quickly and easily. Seasonal dishes and menus such as Easter Sunday lunch, Christmas Dinners, Valentine’s Day or special promotions such as ‘Burger & Beer Nights’ every Thursday.

These are great revenue generators, they can attract more repeat and local custom, and can be a point of difference between your hotel and the competition.

Increased Convenience

With a digital menu app, customers can easily access menu items on their smartphones, tablets, or computers, making it more convenient for them to place orders from any where, at any time. This can lead to more orders being placed, as customers are not restricted by the physical presence of a paper menu, or having to flag down a waiter or wait for a staff member to take their order.

Improved Presentation

Digital menu apps can be designed to be more visually appealing and interactive than traditional paper menus. They help showcase menu items more effectively and make them more appealing to customers, which can lead to increased sales and customer satisfaction.

New and updated photos and creative descriptions can be added – tempt the guest with enticing pictures of dishes and upsells for every meal of the day.

Cost Effective and Sustainable

Staff can easily make changes online, at a click of a button – the QR codes stay the same. Gone are the days of having to use valuable resources to print, distribute, and replace menus in rooms and dining areas every time there’s a change.

Digital menu apps are more sustainable as updates no longer exhaust the additional budget for extra paper and ink, making this practice more economically and environmentally friendly.

Data Collection for Guest Personalisation

Digital menu apps can provide valuable data on customer ordering patterns, preferences, and behaviours. This data can be used to improve menu offerings, optimise pricing strategies, and personalise marketing efforts based on past guest activity within your hotel or restaurant.

Tags: benefits, Digital Menu Apps



IRIS is a global market leader in digital F&B ordering, guest directory and concierge solutions for hotels and restaurants, working with many of the world’s leading chains including Marriott, Hilton, Mandarin Oriental, IHG and Four Seasons.

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