The London theatre, Sadler’s Wells, has revealed a new mobile and online ordering platform for the half a million visitors that visit the venue each year.
Audience members will be able to place orders and pay in advance of their visit using the app, therefore avoiding interval queues.
The first show at the theatre to accept online and mobile orders will be Voices of the Amazon. The show will run from 4–8 July, with the app now available to download on Google Play and Apple.
“The variety of our artistic programme enables us to attract large audiences,” said Zuzana Galikova, head of catering & events at Sadler’s Wells. “We aim to cater for the tastes of all our audiences, and the introduction of our new mobile and online ordering service is part of our ongoing commitment to enhance the customer experience.”
As a registered UK charity, Sadler’s Wells works to maintain diverse revenue streams and ensure financial stability. The theatre currently earns about 11 per cent in commercial income from its cafés, cars and merchandise.
Andrew White, CEO of Preoday, commented: “Sadler’s Wells is a venue known for setting trends and breaking moulds with its amazing productions. It’s natural that it would want to be at the forefront of the digital revolution taking hold in the hospitality market.
“With so many guests pouring through its doors, the team was seeking a way to reduce queue times and offer patrons a streamlined customer experience. We are thrilled to help it meet its objectives and are looking forward to seeing the impact the technology has on its commercial income,” said White.