IRIS Urges Hotels to Prioritize Digital F&B for 2027 Budgets

Technology company IRIS is urging hoteliers to prioritize digital food and beverage ordering in their 2027 budgets. The firm argues that mobile technology can turn F&B from a basic amenity into a primary profit center by capturing more guest spend.

Guests now place a high value on culinary experiences during their stays. According to IRIS, the key is to invest in systems that make discovering and ordering food and drink completely effortless. Mobile ordering is central to this strategy.

Go Digital to Make Spending Effortless

Every step between a guest's desire to order and the actual purchase is a chance for a sale to vanish. Mobile ordering removes those barriers. Guests can browse, order, and pay from their own device at any time, without needing to download a separate app. This allows for pre-ordering breakfast, scheduling deliveries, or getting room service without a phone call.

This convenience directly boosts revenue. IRIS states its clients have reported increases in average transaction value of 20 to 40 percent through digital ordering. The technology acts as a constant digital shop window for all a hotel's F&B outlets.

Build Upselling Into Every Order

Digital menus automate the upselling process. They can highlight related items, upgrades, and special promotions at the precise moment of purchase. This could be suggesting an extra side with dinner or a bottle of wine with room service.

Pre-ordering functions also let hotels capture spending earlier. A guest can schedule tomorrow's breakfast before they even think about going elsewhere. The goal is not only more orders, but more value from each one.

Turn the Whole Property Into a Revenue Point

Hotels should not limit mobile ordering to traditional restaurants. By using strategically placed QR codes, guests can order from anywhere on the property. This includes pools, beaches, lobbies, terraces, spas, and meeting spaces.

A guest could order coffee while working in the lobby or cocktails by the pool. For resorts with villas, click-and-collect services can extend reach further. This approach can turn previously unmanned areas into revenue-generating spaces without requiring permanent staff. Every guest touchpoint can become an F&B opportunity.

Enhance Menus and Operations

Digital menus do more than list dishes. High-quality photos and engaging descriptions drive appetite and discovery. Detailed allergen and dietary information gives guests confidence. Hotels can update these menus instantly for sold-out items or new specials, ensuring accuracy and control.

Multilingual menu support is another critical feature. It allows international guests to browse and order in their preferred language, reducing friction and making the experience more inclusive. This helps guests explore the full F&B offering.

Operational efficiency is gained through integration. When the ordering platform connects directly to the hotel's point-of-sale and payment systems, orders go straight to the kitchen. This eliminates phone calls and manual data entry. IRIS claims clients have saved more than 10 minutes per order on delivery times. The right technology removes processes rather than adding them.

Staff also benefit. When guests self-serve for orders, employees spend less time on phones and administration. This frees them up for meaningful guest interactions, special requests, and delivering better hospitality. Technology should complement personal service, not replace it.

IRIS concludes that budget planning is about investments that move the business forward. Hotels already have the guests, kitchens, and spaces. A digital F&B platform makes those assets work harder. The firm calls it a rare solution that boosts revenue and guest convenience while reducing operational friction. It also provides an ordering experience that rivals third-party delivery apps, helping hotels keep more revenue in-house. If it's not already a budget line item, IRIS says now is the time to add it for 2027.