1.
CNN:
At
a
time
when
many
of
us
can
rent
an
apartment
or
book
a
taxi
at
the
touch
of
a
button,
why
are
we
still
wasting
our
time
queueing
for
drinks?
London
start-­‐up
Orderella
offers
an
alternative
to
battling
the
crowds.
With
its
cashless
"mobile
waiter"
app
users
can
place
orders
on
their
phone
at
bars,
restaurants
and
nightclubs,
then
pick
it
up
at
their
leisure
with
no
waiting
or
hassle.
"We're
willing
to
queue
but
we
hate
it,"
says
Orderella
CEO
Dennis
Collett.
"The
way
society
is
moving
-­‐
especially
millennials
-­‐-­‐
service
must
be
when
the
customer
wants,
and
they
should
be
able
to
pay
and
leave
when
they
want
without
waiting
for
a
check."
The
German-­‐born
Londoner
cites
research
showing
the
importance
of
speeding
up
service
to
both
consumers
and
venues:
Three
in
four
surveyed
consumers
said
that
long
waits
at
hospitality
venues
negatively
impact
their
experience,
while
operators
estimate
that
they
lose
10%
of
customers
to
long
queues.
Research
from
British
courier
Interparcel
found
that
people
lose
patience
after
five
minutes
of
waiting
at
a
bar.
Orderella
is
reaping
the
benefits
of
impatience.
Having
launched
in
two
London
venues
in
October
2013,
the
service
is
now
offered
in
200
UK
venues
and
35
more
in
the
Irish
capital
of
Dublin,
with
53,000
registered
users.
Making
it
easy
The
sales
pitch
to
operators
emphasizes
ease
of
use.
"We
are
trying
to
disrupt
a
very
traditional
industry,
so
we
focused
on
innovative
operators
first,"
says
Collett.
"We
show
operators
the
experience
from
a
consumer
perspective
-­‐-­‐
order
the
drink,
go
to
the
bar,
your
pint
arrives."
Collett
adds
that
the
app
-­‐
loosely
modeled
on
Uber
-­‐
saves
time
for
venue
staff,
and
orders
increase
without
the
pressure
of
queues.
He
claims
that
enabled
venues
have
increased
sales
by
11%
and
save
staff
90
seconds
per
order.
The
company
has
chosen
to
target
nightlife
venues
where
queues
tend
to
be
longer,
as
well
as
student
unions
that
have
a
high
rate
of
returning
consumers.
The
field
of
hospitality
is
beginning
to
embrace
technology
solutions,
and
Orderella
has
been
well-­‐received,
winning
prestigious
industry
awards.

2. Embracing
the
future
Mobile
ordering
may
be
the
most
significant
innovation
in
hospitality,
believes
James
Stagg,
deputy
editor
of
The
Caterer.
"It
is
certainly
the
way
the
industry
is
moving
-­‐
99%
of
people
turn
up
(to
venues)
with
mobile
phones
and
the
ability
to
order
without
waiting,"
says
Stagg.
"There
is
certainly
money
for
people
offering
these
kinds
of
solutions."
Orderella
face
competition
from
rivals
such
as
Velocity
and
Wi-­‐Q,
Stagg
adds,
as
the
practice
becomes
normalized.
Another
obstacle
is
that
operators
may
be
reluctant
to
sacrifice
the
personal
connection
with
guests
if
they
are
ordering
by
phone.
"This
will
be
most
effective
in
high
turnover
environments
like
busy
bars
and
quick
service
restaurants,"
says
Stagg.
New
tricks
Having
established
a
foothold,
Orderella
are
set
to
scale
up.
The
service
will
launch
in
Singapore
in
November,
followed
by
Hong
Kong
and
Australia
next
year.
The
company
hopes
to
serve
1,000
venues
by
the
end
of
2016.
"We
identified
Singapore
as
it
is
very
dense,"
explains
Collett.
"If
you
cover
five
streets
that
is
80%
of
the
nightlife,
and
with
lot
of
expats
going
out
every
week
to
the
same
venues
it
is
good
for
repeat
customers.
It
is
also
a
stepping
stone
to
Asia."
The
start-­‐up
has
further
tricks
up
its
sleeve.
A
new
social
platform
will
encourage
sharing
and
user-­‐generated
content,
and
big
data
analytics
on
sales
patterns
and
consumer
habits
will
be
made
available
to
liquor
giants
such
as
Jägermeister.
Beyond
mobile
ordering,
the
industry
is
beginning
to
explore
more
advanced
technologies
such
as
automated
serving,
interactive
tables
and
beer
mats
that
keep
drinks
cold.
The
traditional
night
out
looks
set
for
a
digital
makeover.