Marriott Executive Apartments, Dubai Creek Deploys IRIS Mobile Dining Platform to Maximize F&B Revenue Potential

Submitted Success Story

The decision to adopt the IRIS mobile dining app stems from a comprehensive strategy to increase sales and average guest spend.

Marriott Executive Apartments, Dubai Creek, renowned for its commitment to exceptional guest experiences, has chosen IRIS, the leading provider of mobile F&B ordering platforms, to revolutionize their in-room dining services. This strategic move aligns with the hotel’s commitment to innovation, enhanced guest journeys, and revenue diversification.

The Marriott Executive Apartments, Dubai Creek provides business travellers with an ideal setting for long stays during their relocation to Dubai, UAE. The hotel offers a magnificent location overlooking downtown and the serene Dubai Creek and is just five minutes from Dubai International Airport. Each of their one-, two- and three-bedroom luxury executive apartments indulge guests with 5-star amenities and personal attention such as housekeeping, room service, and 24-hour security.

Maximizing Revenue and Elevating Culinary Experiences

With high occupancy and recognizing the need to maximize revenue beyond room rates, Marriott Executive Apartments, Dubai Creek has honed in on Food and Beverage (F&B) as a key area for growth. The decision to adopt the IRIS mobile dining app stems from a comprehensive strategy to increase sales and average guest spend.

Saad Al-Ghamdi, Multi-Property General Manager from Marriott Executive Apartments, Dubai Creek said, “In response to an evolving market where guests are increasingly turning to online delivery apps, we sought to offer a superior in-room dining alternative. 

IRIS’ mobile dining app provides the same user-friendly journey with upselling functionality and vivid imagery, ensuring a fresher, quicker, and higher-quality in-room culinary experience for our guests.” 

Enhanced Guest Journey and Streamlined Operations

The IRIS mobile dining app serves as a multi-functional tool, enhancing the overall guest stay and streamlining the in-room dining ordering process. This technology empowers the hotel to cater to the evolving expectations of guests, particularly those on extended stays, who seek variety and convenience in their dining experiences.

“With IRIS, we have the opportunity to provide an extensive range of tailored menu options, easily editable for seasonal changes and the rotation of daily specials. The digital menus not only match the ease of delivery apps but also allow us to communicate new options effectively to our guests,” adds Al-Ghamdi.

The app’s upselling functionality, complete with customised recommendations, is anticipated to boost average guest spend. By leveraging data analytics, the hotel can refine and enhance its F&B offerings with swift adjustments to categories and menu items, ensuring they align with guest preferences.

Seamless Implementation and Operational Efficiency

The mobile ordering platform reduces operational load by seamlessly integrating with the hotel’s Point of Sale (POS) system. Orders are delivered straight to the kitchen, eliminating the possibility of human error in order processing and improving accuracy.

“With fewer guest calls to the front desk, mobile dining not only streamlines our operations but also reduces the strain on our resources. The app allows us to plan service times and staff workflows more accurately, leading to increased staff efficiency” adds Al-Ghamdi.

Graham Rushin, VP Sales and Marketing at IRIS commented, “Marriott Executive Apartments, Dubai Creek has recognised the importance of embracing new technology, and maximising the revenue potential from their F&B operations with mobile dining. With high occupancy, this is an opportune avenue to take to help the hotel boost revenue from other areas of their business. 

And with mobile dining comes the added benefit of freeing up staff time so we’re confident they’ll enjoy a multitude of resource savings and incremental revenue through the app especially with the marketing plans they have in place to drive guest uptake. They’ll be promoting the app through QR codes in every apartment, signage in elevators, inclusion in guest newsletters, and on social media.”

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