Online Ordering
for Hospitality
Businesses

We talk to David, the owner of award winning Mezzo Derby, about his experience with App4 and the benefits having his own mobile app and online ordering has brought his business over the last 3 years. David talks about how App4 has helped speed up his lunch time service and the hidden rewards that came with group ordering for corporate customers.   See more App4 videos on our YouTube channel here

The Book Cafe Derby has been using App4 since 2020 and we speak to Cameron the co-owner of the Derby and Belper based business. Find out more about why The Book Cafe chose App4 and how it has helped them to not only survive, but to grow their business further by utilising table ordering and self-service kiosks to meet more of their customers needs.

How Waterside Holiday Group leveraged self-service kiosks to improveoperational efficiency, enhance guest experience, and drive business growth. Waterside Holiday Group has been a prominent player in the hospitality industry for over six decades, offering unique experiences across four distinct parks. Renowned for their family-friendly values and exceptional service, Waterside takes pride in exceeding customer expectations. Like many businesses in the hospitality sector, Waterside faced challenges in accessing and retaining labour, compounded by the seasonal nature of their resorts. To address this, they sought to enhance their technological infrastructure – particularly in their EPOS and customer ordering platform – aiming to empower customers to complete orders independently, reducing the need for staff interaction. “The self-service kiosk was a new concept for us at Waterside Holiday Group, so it was crucial we found the right partner to implement this. From initial inquiry to the installation of the kiosks, menu build, team training, and ongoing support since going live, both App4 and Melford have proven we made the right choice.” – Neil Quantrill, Head of Retail, Waterside Holiday Group Waterside opted to transition their EPoS infrastructure to Zonal while also digitising their ordering processes. They needed a solution that seamlessly integrated with their EPoS that required minimal additional implementation or training. It was also important to have a comprehensive service solution encompassing software, hardware, installation, and ongoing maintenance for peace of mind. Waterside holiday parks self service kiosks Waterside partnered with App4 and Melford Technologies to implement two Kingfisher wall-mounted self-service kiosks for their takeaway food offering. The software was customised to align with Waterside’s branding and fully integrated with the Zonal iOrder system. Melford provided not only the hardware but also handled installation, commissioning, and ongoing support, ensuring a seamless experience. Since the installation of the self-service kiosks at the beginning of the 2024 season, Waterside has seen significant success. On busy days, the kiosks handle between 60-75% of all takeaway food orders, substantially reducing the labour required for serving customers. This allows resources to be reallocated to food preparation and table service, leading to reduced waiting times and an enhanced overall customer experience. Initial data suggests that the kiosks have also contributed to a 10-15% increase in average order values, with expectations of further growth as the season progresses.

Based at the National Agricultural Exhibition Centre in Stoneleigh Park, Warwickshire, Farmers Fayre is a unique business combining a restaurant, event catering, farm shop, meeting rooms and online shop, all from one site. It is run by husband and wife, Michael and Nicola Reece, and their team of 52 people, who cater for some 350,000 customers every year. COVID Impact In 2020, the initial impact of COVID hit Farmers Fayre hard with the complete shutdown of the restaurant and events industry. However, due to their location at the National Agricultural Centre, and well-established supply chain, they realised they could quickly turn their facilities into a warehouse and began offering a click and collect shopping service to the local community. This service was initially managed via a spreadsheet,  before investing in the development of a new click and collect website. With the subsequent re-opening of the food side of the business – taking pre-orders for freshly prepared meals ready for collection, Nicola  realised they needed a more sophisticated technical solution to help support the expansion of both revenue streams. She began researching online ordering apps that could help support order intake. This research would eventually lead them to App4. The world begins to open up again. Having adopted an initial, but restricted online ordering app, to support the click and collect services, the re-opening of events meant that Farmers Fayre needed something more sophisticated that was capable of handling pre-ordering for collection as well as table ordering, all from one user interface, and integrating with their existing website. By now event goers, and their regular customers, were much more tech savvy and open to using such systems. Some diners wanted to pre-order lunch to takeaway, and others wanted to sit in but needed to remain at their tables. It was important for Farmers Fayre to find an app that could cover both requirements so the App4 system was introduced. This offered a bespoke branded front-end online ordering system with automatic ticket printing directly to the kitchen.  Diners were encouraged to order via the app from their tables, which could be downloaded via a QR code. This meant that Farmers Fayre could: Manage queues better, thereby reducing waiting times, and increasing the number of covers. Improve order delivery performance – Reduced order intake errors meant that fewer orders were late or missed. Multiple printers in and around the restaurant meant that orders could be processed quickly. Integrate the app with the company’s own website for a seamless online ordering experience, providing their different customer groups with  a consistent and simple ordering  process across all key touch points. Undertake targeted marketing campaigns to increase customer loyalty and drive sales. Farmers Fayre have increased their database from 3,000 to 10,000 active customers since using App4. It helps them to understand customer behaviour better, identifying those regular clients and their buying habits from the less frequent visitors who may only attend one or two events per year. They have now introduced a customer loyalty scheme and connected App4 with their preferred email marketing system. Plans for the future. Farmers Fayre continue to use the mobile app in their restaurant for inside and outside seating and find that customers are happy to continue using it as their behaviour has changed. The total number of users has doubled since App4 was initially introduced. The company also caters for outside events on location and uses the App4 system for those too, making use of their mobile printers. Working with App4, the Farmers Fayre website has also been adapted to include a direct link to the online ordering app. Future plans include the addition of a meeting room booking facility which will be linked to the App4 system, allowing delegates to pre-order their refreshments and lunch when booking a meeting room via the website, and the introduction of App4 self-service ordering kiosks in the restaurant. Says Nicola, “Everything is possible with the App4 solution. Our business is quite unique with a real mix of different customer types across our main areas of restaurant, shop and hospitality. It is a dream for us to be able to find an app that caters for all of our needs so well.” “The team at App4 have been a pleasure to work with over the last two years. They are attentive, really understand our business and have a super can-do attitude. They have pretty much thought of everything when developing their online ordering system and we couldn’t be happier. “

App4 client, Wood Fired Pizza Shack was founded 8 years ago in Northamptonshire by Jonathan Ginger and Karim Ayubi who converted a catering trailer into a portable, wood-fired pizza kitchen that they could take to local events.  By 2019 they had four pizza units catering at some of the UK’s biggest music festivals, and are today acknowledged as the 5th best pizzeria in Leicestershire on TripAdvisor. COVID Impact In 2020, the impact of COVID hit hard with the complete shutdown of the events industry and subsequent buyout of the business  by Jonathan, as Karim moved on to new ventures, and Jonathan’s son Toby became a joint partner in the business. The business downsized to two units accordingly– one for festivals, ready for when the world opened up again, and the other for pop-up pizzas. During lockdown the Wood Fired Pizza Shack traded from Jonathan’s driveway at home serving the local community with delicious pizza to get them through. When the lockdown eased the driveway business began to slow down, and Toby and Jonathan started pop-up pizza nights four night’s per week from  different pub locations across their local area. At the time the business was using an online ordering app, but it presented some operational problems, as it did not provide printed tickets  meaning orders had to be re-entered onto their register. The app also didn’t provide any notifications, so orders were sometimes missed if the app was not checked regularly. Consequently, as the business started to grow again, they began to look for a new online ordering solution. App4 Solution Toby responded to an advert promoting the App4 mobile app. The bespoke branded front-end online ordering system really appealed to Toby, with the App4 system crucially allowing for orders to be printed directly. Having previously used a Deliveroo tablet system without automatic printing facility, the business had fallen foul of missed orders on occasion, which had proven costly. Says Toby ‘From the very first contact with App4 we were impressed with their customer service. They took the time to understand the needs of our business and couldn’t do enough to help us get up and running efficiently. The online ordering system is so easy for our customers to use and reduces the room for error by our kitchen team.’ Toby sites the main impact of the App4 system as being: Improved order delivery performance – Reduced order intake errors meaning that orders are not late or missed. The App4 system provides push notification, texts and makes a noise to highlight that a ticket is being printed automatically. Increased transaction value – the business is no longer relying on staff to remember to upsell orders, with average order values up by 20%. Integration with the company’s own website for a seamless online ordering customer experience. What does the future hold? With an increased focus on sporting venues, 2023 will see the business move into Trent Bridge, the home of Nottinghamshire County Cricket Club,  as well as Derbyshire County Cricket Club, and Northampton Saints  Rugby Club. Wood Fired Pizza Shack will be trialling the App4 QR code system at Derbyshire County Cricket where fans will be able to scan the code on a flyer from their phones to raise their order, which will go straight into the kitchen with a notification to the kitchen staff that an order has been raised. The customer will then receive a notification when their order is ready to collect. In the long-term, Wood Fired Pizza Shack have ambitions to open their first bricks and mortar restaurant for which the App4 self-service kiosks will be available to support their ordering requirements. In the meantime, they are focused on continuing to grow their pop-up nights. The company is also available for private bookings.

Before we had online ordering the only way to order a takeaway or collection was for our customers to pick up the phone, which could take as long as 10-15 minutes for each order, which was very time consuming and not the most convenient process for our customers. Realising that we were wasting time and money we contacted App4 as they could provide us with both a Mobile App and website for online ordering in one system. They could brand and customise this to our business, rather than us being listed in a long directory with others, like you get with some of the online portals. After signing up with App4 we went through a design process for the App and website, which was crucial for us to make sure it all fitted in with our branding and company image. The process took a week or two, but App4 were very good and listened to our needs and we quite quickly ended up with the right fit for our business. Once the App was built we were then sent our equipment, everything all contained in a single box. We literally took everything out, plugged it all in and after a short training call with the App4 office we were up and running in around 20 minutes. One thing that we were very specific about was our need for a certain layout on our receipts and to have them all branded, and this was done without any issues by App4. Since going live with App4 we have had no issues at all, we plugged it all in the day we went live, and it has worked brilliantly ever since. We receive a high proportion of our takeaway and collection orders through our App and we regularly use the built-in marketing tools to promote new dishes, offers and events and it really does have an impact on the order numbers we receive. I would highly recommend App4 to other restaurants and takeaways as they provide a very professional service, that is great value for money and they are always available to help if we need it.

Have you been to Altrincham Market or Mackie Mayor and ordered your food with an app Well you are among millions of Britons who are now feeling safer because of app technology, designed by App4. The tech company came to the rescue of businesses that were looking for innovative ways to help their customers out of lockdown. These included Nick Johnson, the owner of Altrincham Market, who was previously a self-confessed technology sceptic. Nick had an app created in order to make ordering and paying for food at his venues quicker, easier, and with as little social contact as possible. He wanted an app that would put his customers’ minds at ease and would make Covid-19 provisions a lot smoother. Nick said that his bespoke app called ‘Alt. Eats’, designed by App4, has been a key factor in the Altrincham Market’s bounce back since re-opening. He said it is also being used at his other venues, Mackie Mayor and Macclesfield’s Picturedrome. He is optimistic that their levels of trade will follow suit and pick up similarly to Altrincham Market. Nick said: “Pre-lockdown we were feeding 30,000 people a week. We are a busy operation, employing 300 people. “Our three locations are people-driven social experiences around food and drink, so our decision was how do we resurrect ourselves using technology – without diminishing the social aspect of what it is to come to one of our venues. “The app has got us to the closest point where it can happen without undue interference in the interaction of family, friends and food. “People can create an account and order and pay for food at the table. We have introduced a takeaway service so we actually have some additional dimensions. “I had been very reluctant to embrace technology in respect of our business to the extent our strapline had been ‘not available online’ as a deliberate riposte to the interference of technology in our everyday experience. “However, having worked with App4 and now operating an app across each of our reopened venues, we have found it allows us to reach a balance of tech supporting the experience rather than tech interfering with it. ‘It gives some people a sense of safety and security. They can order and pay at their table without the need to move around. But this has not interfered too much with the atmosphere which has always been critical to our collective success.” Many bars and restaurants have integrated apps into the new running of their business, but not all of them have considered how user-friendly they are. App4 created an app that was simple to use and took customers from the menu, to the kitchen, to the table and then to the bill. Nick added: “‘It does not inhibit too many people. Actually, there are very many octogenarians who are showing they are adept with technology. They realise they are the most vulnerable to Coronavirus and can most benefit from the app which will help keep them remote in a social setting.” “At Altrincham Market, our business is at pre-Covid levels. Mackie Mayor is at 60 per cent but that has been hit badly by the fact that people not yet at work in Manchester city centre and there is no tourism in the city. Macclesfield Picturedrome is only one-week into re-opening and the signs are very good there. “I don’t see the app disappearing. We are wholly relying on it to produce income at the moment and I now accept that this is very much part of the way forward. “In the future, there will still be the excitement of a crowded bar for some but others will use the app to order food and drink. Ian Chambers, managing director of App4, added: “We are delighted that our Alt Eats app has been such a success. “It allows customers to choose from a hugely varied menu of food and outlets and their meals can be delivered to numbered tables in sectioned areas.” App4 provides bespoke app solutions across the food and drink industry. The company has seen high-profile success for pub and takeaway chains and has created a number of apps tailored to the needs of their different clients. Ian said: “We are busy helping companies who have been desperate to trade for months and we are taking on staff so we can handle more inquiries and orders. “It is excellent to see our clients’ business coming back so quickly through the use of technology which they wouldn’t have otherwise considered.

The business of the East Midlands favourite fish and chip shop chain is almost back to pre-COVID crisis levels, thanks to an app designed by a Derby company in seven days. App4’s solution has meant that George’s Tradition is now selling 3,500 meals a day to hungry customers. And George’s Tradition chairman Andrew Constantinou says it has worked so well it will result in his business being remodelled after the national emergency. Andrew turned to App4 after his company was overwhelmed by telephone orders after the Government lockdown was announced. App4, based at Sadler Bridge Studios in Derby, created a bespoke app in less than seven days. It allows customers to order from the full George’s Tradition menu and select and allotted time to pick up their food. This also enables George’s Tradition to maintain social distancing because a defined number of slots in each 15-minute period. Ian Chambers, App4’s chief executive and founder said: “We specialise in takeaway apps and our clients include about 100 who run fish and chip shops across the country. We are delighted to be able to make sure that people are able to eat their traditional fish and chips during these tough times. In George’s Tradition’s case, we have provided exactly what they wanted in terms of ordering system which makes it easy for their customers and their staff.” Critically, because they had never had an app before, we worked with them closely to define the specification and, after a couple of very quick modifications, it is working brilliantly. We can do this because we are not reliant on foreign companies for software – we make all the changes here in Derby with a team which understands exactly what the client wants and needs. We are pleased to help companies stick within government guidelines which state that where possible food orders should be placed by telephone, app or online and a designated time should be organised for collection. George’s Tradition has ten branches in Allestree, Chellaston, Long Eaton, Ilkeston, Belper, Loughborough, Chilwell, West Bridgford, Leek and Woodlinkin, near Codnor. Andrew said: “The app has re-established our business very quickly. I was aware of the Just Eat and Deliveroo models but we did not want to go through a third party and lose control of delivery to our customers. With this app, we know exactly where the customer is, we earmark a time for them and call out people’s names when their food is ready, making sure we socially distance. It has been so successful, that our shops are selling out the available slots and people are ordering at half-past midnight to make sure they get one for the next day. App4’s team were excellent. They were really on board with what we needed and they were adaptable, so we knew we could change quickly. Without question, the app will be kept on after the crisis and will play a part in us remodelling our business.”

I have been trading for many years and I must admit it was a huge struggle to find someone who understood my needs for my company website and smartphone App. Every year I changed to a different provider and still had problems and limited support available, until I came across App4. App4 is a 5-star professional website and App provider, from the minute I signed up they understood my requirements and tailored their back office to meet my needs. I was amazed by the quality of work, the professional look and most importantly the face to face service. My website and App work hand in hand; Customers can book a table, order a delivery, virtual tour the restaurant and customer data are available for management use. It has completely changed my way of doing business; It’s smart, quick and efficient. I have always wanted a wow factor website and App for my company, and App4 have delivered that to me! I cannot recommend them enough!