Brighton operator adopts smartphone ordering app


Freemasons Hove

Bar and pub operator InnBrighton is introducing a system at its sites that will allow its customers to order and pay for drinks using their mobile phones.

The group, which has 37 outlets in Brighton and Hove, has partnered mobile ordering app Orderella as part of its efforts to cut queues and improve service during the busy summer months and beyond.

It has launched a trial at four of its bars and pubs this week – Open House, Fountain Head and North Laine in Brighton and The Freemasons (pictured) in Hove – and plans to eventually roll it out to all 37 of its sites on the south coast.

It comes as InnBrighton prepares to relaunch as Laine Pub Company after private equity group Risk Capital Partners invested in the business.

Orderella has worked with InnBrighton to customise the app according to each site’s menu and popular items and, as part of its support for staff, is helping with training team members on how to use the system effectively.

Gavin George, chief executive of InnBrighton, said: “The summer is always hugely busy for us, making queue management and good customer service more important than ever, which is why Orderella is the perfect addition to our team.

“We can’t wait to get the app live at our sites, as we know both our staff and the customer will benefit, and it will help us to create a relaxed atmosphere for people to enjoy.”

InnBrighton is the latest partner for Orderella after the app was adopted by bar and pub groups such as Oakman Inns, Bar Sport and Star Pubs & Bars.

Orderella’s chief executive Dennis Collet said: “Orderella continues to expand its reach across the UK, and we’re thrilled to be becoming so widely available across Brighton, particularly as we approach the most exciting sporting event of the year.

“Brighton is a lively, cultured town where people love to socialise, making Orderella the ideal app for them, as they can forget the queue and spend their time enjoying themselves.”

With Orderella, customers can order and pay for their drinks via their phone and then have them delivered to their table or receive a message when the drinks are ready to collect from the bar.

Orderella went live with Red Car Pubs in the City of London at the start of June, offering the system at its six sites including Katzenjammers, The Bell, The Castle, The Swan Tavern and The Three Lords.


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