M&B tests service that joins customers up with its kitchens

O'Neill's logo in mirror

Mitchells & Butlers has begun trialling technology that connects customers with its kitchens by allowing them to place their orders via mobile.

The ‘mobile order at table’ facility is currently being put to the test in select outlets of its O’Neill’s pub chain and allows guests to order food and drinks from their own devices.

M&B has been examining the success of the service throughout the year and said “significant” progress had been made.

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It aims to roll the service out across the brand and identify opportunities in other brands for development and implementation.

M&B has a comprehensive digital strategy to take advantage of opportunities from new technology, and giving guests the option to place menu orders via their phones is understood to be an important element of this.

“Technology now impacts each aspect of the guest journey, from learning about our offers to experiences in site with us and our ability to encourage guests to return,” the company explained.

It said the order at table facility will be combined with its existing mobile payment platform within its brand apps to facilitate a digital experience throughout the guest journey.

“The demand for food delivery within the industry has remained in growth and we have been positioning ourselves in order to benefit from customers’ changing habits, which we believe provide an opportunity to capture incremental sales,” it added.

Additionally, the group said it was working hard to exploit opportunities presented by the current growth in third party delivery.

Over the past year it has increased the number of sites offering Deliveroo from 25 to 61. It has also also carried out a successful trial with JustEat, allowing it to offer Harvester and Toby Carvery delivery as well as click and collect.

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