Theatre to deliver drinks directly to your seat

HQ Theatres & Hospitality (HQTH) has introduced a new system that allows theatre goers to order their drinks from their seats. Patrons can either use an online portal or an app to pre-order drinks for collection during the interval at any of its 12 UK venues.

The app was developed in collaboration with Preoday, a company that specialises in online ordering and pre-payment technology.

“Serving upwards of a thousand customers within a 20-minute interval would be a challenge for any business, but we know queuing for refreshments at the interval detracts from the magic of the overall experience,” said HQTH hospitality director Mark Hollington. “We’ve been looking for a way to encourage interval spending while improving guests’ experiences, and we believe mobile and online ordering holds the answer.”

Perhaps the most interesting development is that drinks will be delivered directly to customers’ seats at Cliffs Pavilion in Southend-on-Sea.

“The launch of an in-seat service at Cliffs Pavilion is particularly exciting and has the potential to be a real industry game-changer,” said Preoday CEO Andrew White. “We wouldn’t be surprised if it becomes a catalyst for change in venues across the UK; we have entered a new dawn in an era of digital hospitality.”

The pre-order service will be available at HQ’s 11 other UK provincial theatres: Wycombe Swan Theatre (High Wycombe), Wyvern Theatre (Swindon), Palace Theatre (Westcliff-on-Sea), Orchard Theatre (Dartford), Beck Theatre (Hayes), White Rock Theatre (Hastings), G Live (Guildford), Watford Colosseum (Watford), Lyceum Theatre (Crewe), Swindon Arts Centre (Swindon) and Churchill Theatre (Bromley).