Mobile Dining: Now Available With Opt-In Deployment in Q3-Q4
This information will be provided to hotels via the March 25 Weekly Update.
Over the past year, the Mobile Guest Services team has been piloting Mobile Dining to provide a digital ordering experience for Marriott BonvoyTM members via the Marriott BonvoyTM App. We are pleased to announce that we are now ready to begin the deployment of Mobile Dining to Managed by Marriott and franchise full service hotels in the U.S. and Canada.
The rollout for Mobile Dining, which enables Marriott BonvoyTM members to order food and beverage through the Marriott BonvoyTM App for pick-up or delivery, aligns with continuing changes in the food and beverage landscape. The platform is well-positioned to capitalize on this landscape and offers a superior solution for digital ordering. Mobile Dining uses IRIS, a third-party platform that is fully integrated with MICROS Point-of-Sale (POS), to deliver a seamless digital ordering experience for guests and associates. Orders are automatically entered into the POS and tickets are printed like any other order. Guests benefit from the flexibility to order ahead of time and from the same level of digital ordering they have come to expect in their daily lives.
Industry-wide, mobile ordering has been shown to drive increased revenue, and is expected to generate $38 billion in revenue and is projected to account for 10% of all fast-casual restaurant sales globally over the next 2 years. Mobile Dining is positioned to drive higher F&B revenue during the stay, and an analysis of results in 2018 show guests using Mobile Dining typically spend 25% more overall, with 15% more orders and an 8% increase in check size.
2019 Deployment
Currently live at 36 pilot properties globally, Mobile Dining is ready to scale and has made significant enhancements to the platform based on pilot learnings. This year, we plan to deploy Mobile Dining to over 200 full service hotels with a focus on traditional in-room dining and F+B On Demand in the U.S. and Canada. Hotels that launch mobile dining with in-room dining can also consider including additional outlets. For Marriott Select Brands, we are piloting Mobile Dining at Courtyard Bistro hotels to enhance the Bistro experience and will keep you informed as this pilot continues.
To be eligible for deployment in 2019, hotels must meet the following POS system requirements, including MICROS Simphony version 2.9, hosted either on the GPOS North America hosting environment or the former SPG hosted Simphony. Due to technical limitations, Mobile Dining is currently not available for franchised hotels of former SPG brands, but these hotels will be considered for future deployments.
Eligible hotels:
- RC, MH, RH, JW, AUTO, DHR, GH, ED (Managed by Marriott and franchise)
- LM, SH, SR, TLC, WH, WSTN (Managed by Marriott only, due to technical limitations)
Mobile Dining is a 12-week deployment and will be broken out into multiple waves. Hotels will receive communications in the March 25 Weekly Update to opt-in for 2019 deployment by April 15. The first deployment wave is targeted to begin in May and planned to go live in July.
Costs
Hotels with F+B On Demand were instructed to budget for Mobile Dining in 2019, and Mobile Dining was optional for all other hotels. Marriott analysis in 2018 found that with just 2% take rate and the current average check increase, Mobile Dining covers both one-time and ongoing costs after two years.
One-time and ongoing costs will vary by the size of the hotel. Costs below are based on a single outlet and revenue center setup. Hotels with multiple outlets can pay an additional fee to offer additional outlets.
One-time costs:
- IRIS set up fee: $2,500 – $3,700 ($2,500 for <250 rooms, $3,190 for 250-599 rooms, $3,700 for >600 rooms).
- Oracle license fee: $1,000
Ongoing costs:
- Monthly cost of $100 – $170 ($100 for <250 rooms, $140 for 250-599 rooms, $170 for >600 rooms)
- Includes one POS sync and 1000 transactions per month (additional syncs are $5 each and $4 for 1,000 additional transactions)
Opting In
A digital F&B infrastructure will enable future growth in F&B revenue and create seamless ordering across digital channels in the future. We recommend that you encourage your GMs to complete the Opt-In form by April 15 to be included in the 2019 deployment.
Should you have any questions regarding Mobile Dining, visit the Mobile Dining MGS page or email Mobile Guest Services.
