Roll-out is under way for new technology that allows customers in bars, pubs, restaurants and clubs to order and pay for drinks and food with their smartphone.
After being trialled at the Keyworth Tavern in Nottingham, Orderella has now been adopted by pub operator Fuller’s which has introduced it at its flagship pub The Parcel Yard at Kings Cross station.
Simple and quick to use, the app allows food and drink to be ordered without the need to queue at the bar. It can also be used to pay the bill, transferring funds from the customer to the operator quickly, enabling sites to easily monitor sales and keep track of cash flow.
The team at Orderella provides each operator with a bespoke consultancy service according to the needs of the site, with on-going customer support to ensure that it is used in the best way to make it a success.
Orderella also allows operators to gain useful insight into customers’ buying behaviour and allows them to send targeted marketing offers to key customers.
Orderella reached number 35 in the food and drink chart of the App Store for iPhones after one day of its launch.
Orderella chief executive Dennis Collet said: “Queuing is a very British tradition, but let’s face it, no one enjoys waiting at the bar. Orderella will completely change pub culture in the UK, making it a far more relaxed and sociable experience.
“It also offers huge benefits to the operator, allowing them to give their customers a better level of service and increase staff efficiency.”
Jonathon Swaine, managing director of Fuller’s Inns, added “Being based at a station, many of The Parcel Yard’s customers are busy travellers and business people, all of whom are on tight schedules. Being able to order and pay via an app is a huge benefit to them and I am anticipating a big demand.
“I believe this app will help us to provide customers with an even better level of service, ensuring their orders are available exactly when they want them, and giving them more opportunity to enjoy the pub.”
Orderell, created in May 2012, was the brainchild of five business executives with a diverse background in IT, finance, consultancy and legal services and extensive experience in online ordering solutions.
Orderella is currently available from the iPhone App Store.
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