The Landmark London, one of the capital’s most celebrated Victorian-era hotels, has partnered with digital F&B specialist IRIS to overhaul its in-room dining operations. The move positions the 300-room property to handle significantly higher order volumes whilst addressing communication barriers faced by its international guest base.
The partnership brings IRIS Mobile Ordering to the Marylebone hotel, enabling guests to browse menus, customise selections and place orders directly from their devices. For a property that traces its origins to 1899 and now welcomes travellers from across the globe, the technology addresses a practical operational challenge: guests who prefer not to place orders over the telephone.
“IRIS Mobile Ordering has made an immense difference to the way we operate,” says Martina Cervenakova, In Room Dining Manager at The Landmark London. “There was one shift where we had over 100 orders come through – both via phone and digitally – and we genuinely wouldn’t have managed if it wasn’t for IRIS.”
Addressing the Language Barrier
The deployment responds directly to the hotel’s diverse guest demographics. As a member of the Leading Hotels of the World, The Landmark London attracts substantial international traffic, including Arabic-speaking visitors who may feel less comfortable placing orders in English over the telephone.
Digital ordering removes this friction entirely. Guests can browse menus in their own time, customise selections to account for dietary requirements, and complete transactions without navigating a phone conversation in a second language. The system handles orders from in-room dining alongside traditional telephone requests, channelling both directly to kitchen point-of-sale systems.
This integration eliminates manual order transcription, reducing errors and freeing staff to focus on food preparation and service delivery rather than administrative tasks.
Operational Efficiencies Beyond Volume
The benefits extend beyond peak-period capacity. Orders arrive with greater accuracy, minimising the back-and-forth that often accompanies phone-based requests. Wait times have decreased as the kitchen receives orders instantly rather than waiting for staff to relay details.
The hotel has also introduced QR code touchpoints throughout guest rooms – gold cubes that link to menus, hotel information, spa details and restaurant guides. This digital-first approach consolidates multiple printed materials into a single access point, supporting sustainability objectives whilst reducing the cost and labour associated with maintaining physical compendiums.
Marcus Bird, Head of Commercial at IRIS, describes the partnership as strategically significant. “The Landmark London continues its commitment to meeting modern guest expectations while enhancing its internal capabilities. This partnership is a strategic step toward more personalised, efficient and revenue-generating in-room dining experiences.”
Industry Context: Digital F&B Becomes Standard
The Landmark London’s adoption reflects a broader shift across the hospitality sector. Research from IRIS, based on analysis of four million orders across 2,000 hotels globally, reveals a 42% year-on-year increase in mobile ordering volumes. The data suggests that digital ordering has transitioned from convenience feature to baseline guest expectation.
Industry analysis indicates that hotels deploying mobile ordering platforms typically see 20% to 40% increases in average transaction values. Guests browsing menus at their own pace, without time pressure, tend to explore more options and add items they might otherwise skip during a telephone call.
For hotel operators facing persistent labour challenges, the efficiency gains are equally compelling. Staff can process more orders without additional headcount, and reduced phone time allows teams to focus on service delivery. Some properties report wait time reductions of up to ten minutes per order – a meaningful improvement in guest satisfaction metrics.
Heritage Property, Modern Operations
The partnership represents a careful balance for a property with deep historical significance. The Landmark London began life as the Hotel Great Central, designed by architect Colonel Robert Edis for the Great Central Railway. The building’s eight-storey glass atrium, towering palm trees and Victorian architectural details have made it a London landmark for more than 125 years.
The hotel now operates 300 rooms, including 51 suites among the largest in central London, alongside the Winter Garden Restaurant positioned beneath that spectacular atrium. Maintaining the property’s heritage character whilst meeting contemporary guest expectations requires thoughtful technology integration.
IRIS has built a substantial presence in the luxury segment, with clients including Marriott, Mandarin Oriental, Four Seasons, Ennismore and IHG. The platform processes more than $250 million in annual transactions across its global client base, with deployments spanning more than 100 countries.
For The Landmark London, the technology investment signals continued commitment to operational excellence within one of the capital’s most distinctive hotel properties.
