IRIS announces investment in the Middle East in response to the increase in demand for digital orders in the hospitality sector – Hotel-Online

IRIS | May 24, 2024

IRIS, the global leader in digital ordering for the hospitality industry, today announces that it will invest in its expansion in the Middle East. The announcement follows significant growth in its customer base as an increasing number of hoteliers across the region prefer guest ordering via mobile devices, enabling them to increase their foodservice revenues and enhance the digital experiences they offer. The investment will ensure the introduction of new functions throughout the region.

With a presence in 10 states, IRIS has grown its customer base by 33% since launching its mobile ordering platform and digital guest directory in the Middle East. IRIS is implemented in many hotels of the global Four Seasons, Marriott and Mandarin Oriental chains, as well as in smaller, luxury hotel groups located in the region. All reports reported an increase in revenues from the catering industry by an average of 20-40%.

Across the world and in the Middle East, demand and opportunities for mobile ordering have increased unprecedentedly. As hotel operators look to capitalize on revenue, guest satisfaction and the opportunities they offer for efficiency across operations and departments, it shows no signs of slowing down.

For both operators and their guests, IRIS offers flexible, scalable and convenient mobile ordering capabilities across digital F&B solutions, guest directory and concierge services. Particularly for operators looking to maximize the revenue potential of their properties beyond room rates in a dynamic, digitally oriented and often affluent market. For example, hotels looking to streamline poolside ordering as well as serve an international guest base by offering multilingual digital ordering capabilities.

Commenting on its growth plans in the Middle East, Graham Rushin, Vice President Sales and Marketing, IRIS said: “This is an extremely exciting time for the hospitality industry in the Middle East, particularly in the context of Saudi Vision 2030, with brands and management companies continuing to invest . Similarly, the prospects for future pipeline development are extremely positive. Both as a business and recreational destination, it remains one of the key locations for operators when developing their own development strategies.

“We want to support our clients across the region in realizing their growth ambitions. This means continuing to invest in our own research and development and ensuring our portfolio is ready and available to equip them with a full suite of mobile ordering solutions to enable them to increase spend, develop new revenue streams and drive efficiency across all their facilities . The Middle East is a key area of ​​our growth plans and we look forward to becoming the partner of choice for more guest-centric and mobility-first operators in the future.

Long-time IRIS customer Kennedy K. Mutinda, W Dubai Dining and In-Room Studio Manager Mina Seyahi adds: “Guests value efficiency and convenience, so they appreciate the ability to order food and beverages (and access information) with just a few clicks without having to waiting in line or direct contact with staff. The IRIS mobile dining and guest directory app works perfectly for our guests, most of whom are international guests who prefer to order and communicate with us online rather than over the phone. This improved visibility of menu items and a seamless ordering process is attributed to significant increases in guest spending and revenues, which we anticipate will continue to grow.”

In response to the growing demand for mobile ordering, IRIS has recently invested in the development of new products and features across its portfolio. They are now available to hospitality clients in the Middle East to enable them to both maximize guest demand and free up staff time with more automated operations. These include new functionality and a new user interface on the backend of the web application to enable operators to more efficiently update menu items and the guest directory on a single dashboard. Additionally, new “Reorder”, “Open Card” and “Related Items” features have been added to reduce pressure on staff, maximize upsell opportunities and provide guests with a more convenient and seamless experience.

To learn more about IRIS, visit iris.net

Case studies can be viewed at the links below:

Al Manara, a hotel with a luxury collection

Le Royal Méridien Doha

In Dubai – Mina Seyahi