Increase ROI with apps
Hunters Room & Grill restaurant reveals how an iPad app increased drinks revenue and showed an ROI of US $7.5 for every $1 spent
Technology is all the rage in the Middle East — with hoteliers working on upgrading in-room features and products, using iPads for check-in processes and other services, and restaurants resorting to digitalised menus, QR codes and more.
Whether these are lasting trends or gimmicky fads, only time will tell. But the real question is: does the implementation of digital menus in F&B outlets bring about concrete financial results?
Yes, says Westin Hotels & Resorts, which did just that and found it to be a profitable venture, and also improved guest satisfaction by delivering a more personal dining experience.
One of The Westin Dubai Mina Seyahi Beach Resort & Marina’s restaurants, Hunters Room & Grill, introduced a digital interactive drinks menu, where customers can learn about the origins, ingredients, and production processes of their selected products through dynamic information pages and a sophisticated design.
The Westin Dubai Mina Seyahi Beach Resort & Marina restaurant manager — Hunters Room & Grill Ergun Dilber says: “Here at Westin we pride ourselves on being innovators, so as technology becomes more and more part of our life, the digital interactive menu is the next frontier. It offers our guest a more visual reference and understanding of what we offer.”
This initiative was launched in the first quarter of 2013, and within a few weeks the outlet reported a 31% increase in drinks revenue per cover, and 288% increase in premium wine sales.
The app was installed onto 16 iPads where the venue’s entire selection of beverages was presented in a way to provide as much information as possible. The app complemented the look and feel of the restaurant, and was designed according to brand guidelines.
Dilber says training wasn't required for the staff, as the menu is very easy to understand and use.
The technology, supplied by iRiS Software Systems, enables restaurants to remove traditional printed menus and bring food, wine and drinks to life by being displayed via iPads. Dilber adds: “We have received very good feedback; most importantly, it has become easier for guests to view the variety of our menus and make a decision.”
Guests can browse the menu in their preferred language, with images and detailed descriptions of the wines and regions; searching by grape variety, food pairing and regional preference. Additional information such as tasting notes, aromas, and vintages are all available.
The investment returned a value US $7.5 return for every $1 spent. Dilber reveals that with this success, the hotel is not stopping there. “We are currently working on having the iPad menus available in Bussola Restaurant & Pizzeria. Our target date for completion is end March 2014.”
The hotel also works with other technology within the property. Dilber says: “We currently use a QR code system in our recreation area and pool bars. This allows guests to scan a QR code which will link them to our F&B menu online and they can place their orders this way instead of having to request waiter service.”