Fullers pub to offer customers smartphone ordering with Orderella

Fullers' flagship site, The Parcel Yard pub at Kings Cross Station has launched service that allows customers to order and pay for drinks and food with their smartphone.

The app, called Orderella, allows restaurant and bar-goers spend less time queuing and more time socialising, and allows operators to offer an even better level of customer service. Food and drink bills are paid for through the smartphone, cutting down on each transaction time by up to 90 seconds, freeing up staff to fulfil orders and serve other customers.

The Orderella team offers a bespoke consultancy service and reports that identify customers' buying behaviours.

Since its launch, Orderella has reached number 35 in the Food and Drink chart of the iTunes App store.

Jonathon Swaine, managing director of Fuller's Inns said: "We're thrilled to be the first to offer the Orderella app in London. Being based at a station, many of The Parcel Yard's customers are busy travellers and business people, all of whom are on tight schedules. Being able to order and pay via an app is a huge benefit to them and I am anticipating a big demand.

"I believe this app will help us to provide customers with an even better level of service, ensuring their orders are available exactly when they want them, and giving them more opportunity to enjoy the pub."