Sheraton Phoenix Downtown mobile F&B ordering
“Mobile dining has been a game changer for us. It brings in so much revenue and is super user-friendly”
Hotel Overview
At Sheraton Phoenix Downtown, Arizona’s largest hotel, guests can enjoy an elevated leisure and corporate experience in the heart of the city through reimagined spaces and thoughtful amenities. A premier convention hotel, guests can benefit from well-appointed guestrooms and suites, inviting community-fluid spaces, and over 110,000 square feet of flexible event space. Located steps from Phoenix Convention Center, minutes from Sky Harbor Airport, and in central downtown, the hotel offers exquisite on-site and table-side dining morning and evening in the ‘&More by Sheraton’ lobby area.
“Mobile dining has been a game changer for us. It brings in so much revenue and is super user-friendly.
The seamless ordering functionality and its popularity amongst all types of guests has led to an amazing uplift in guest spend and order volume. It’s helped us save resources and work more efficiently.
Digital dining enables us to provide a modern, enhanced guest experience which is evidenced by the amount of repeat business we get. We’re looking forward to expanding the platform to in-room dining to further maximise revenue opportunities.”
Hotel Requirements
The hotel wanted to provide a modern, up-to-date experience for guests to ensure they remained competitive and enhanced the guest journey.
They wanted a scalable solution that they could implement into other areas of the property to maximise ancillary revenue channels.
The F&B managers had already used IRIS’s platform at a previous property so were keen to realise its benefits at this hotel too.
Solutions Installed
Mobile dining - for online F&B ordering tableside in the hotel lobby area and for in-room dining
Guest Mobile Dining App Benefits
29% uplift in revenue
Guests seat themselves at a table and scan the QR code to bring the menus up and order. All types of guests use it, leisure, groups, students, transients and non-residents. Its widespread usability generates a high volume of orders and with more and more guests using the platform, F&B revenue has increased by 29% YOY.
Guests tend to be more impulsive and place more orders online than face to face – corporate guests and students (who break away from the local campus and use the lobby to work) for example, don’t need to interrupt their work or a call, they can order digitally and have it delivered to their table seamlessly. Guests also appreciate the contactless nature of the order.
Doubled guest spend
Items are clearly categorised and presented in an eye-catching way. It’s quick and easy to place an order and appeals to both leisure and corporate guests who are sitting together in the lobby area and don’t necessarily want to interact with a waiter.
The increase in orders along with the variety of items available to order has led to guest spend doubling year on year. Since implementation in 2019, guest spending has soared by 250%!
15 minutes saved per order
With guests ordering online (from the comfort of their table) and orders going direct to the kitchen, customer wait time has been reduced by 15 minutes per order.
This helps boost guest satisfaction, empowers to the hotel to serve more guests (with the same resources) and enables the hotel to save resources – especially useful when the hotel hosts large events. Previously, the only way to place an order was via a server or at the bar - a slower, more manual process.
Seamless implementation
As a Marriott-approved platform, it was easy to implement mobile dining. Staff find it easy to manage and edit/update the digital menu.
Save on resources
With online orders going straight to the kitchen, staff can be redeployed to the coffee area rather than working the floor. The hotel can therefore reduce team members in this area and enable them to focus on other tasks.
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