Orderella Promotes ‘Beat the Queue’ Trend at UK Pubs and Bars via NFC/Beacons

Orderella is known for developing an app via which customers in pubs and bars in the U.K. can place orders and make payments. Now the company is looking to enhance the mobile experience by installing NFC tags and Bluetooth beacons in bars and pubs in the U.K. Currently, 79 establishments across the U.K. use Orderella’s service.

Customers will soon find bar runners, flyers, coasters, table talkers and posters embedded with NFC. Orderella is planning to use the Bluetooth beacons to send personalized offers and promotions. Such promotions will also involve reminding customers to use the app instead of queuing up at the bar. All of this will be controlled by Orderella and will be limited so as to not overload the customer.

Orderella is looking to target 1,000 more venues that form part of larger chains, deploying QR codes and NFC tags across all the venues. The beacons are currently deployed at specific venues on a trial basis. To use the service, customers can download the Orderella app from dedicated app stores. The mobile app provides the venue’s menu and the option of paying through PayPal or credit/debit cards. The app generates a unique order ID upon each order. Once the order has been given, it is picked up via a counter app, which then provides real-time feedback to customers informing them of the status of their order.

Tamoco, known for its NFC-platform services, supplies Orderella with its NFC tags and Bluetooth beacons. At the end of last year, the Tesco-owned Giraffe chain of restaurants conducted trials using Tamoco’s NFC platform. Tamoco is finding greater use of its proximity marketing service by collaborating with app developers such as Orderella.

Earlier this year, Orderella appointed Whynot to handle its rebranding. With the aim of further brand extension, Orderella can leverage NFC/Beacon technology to take its brand to the next level and achieve the 1,000+ target for venues.