The Barfield Hotel, Autograph Collection (Coury Hospitality)- IRIS mobile ordering
Hotel Overview
Nestled in the heart of Amarillo, Texas, The Barfield, Autograph Collection, is a luxury boutique hotel offering an elevated guest experience that blends modern comfort with the historic heritage of the Texas Panhandle. Part of Coury Hospitality, The Barfield sought to further enhance guest satisfaction by streamlining its in-room dining operations so guests could sip premium cocktails or savour delicious steakhouse fare from the comfort of their rooms.
To achieve this, the hotel implemented IRIS Mobile Ordering in March 2024 as part of a Coury Hospitality initiative aimed at optimising room service and boosting F&B revenue. A year later, the results have exceeded expectations, with a remarkable increase in orders, revenue, and overall operational efficiency.
Challenges
Before deploying IRIS Mobile Ordering, The Barfield faced operational hurdles in managing room service:
Lengthy ordering process – Guests had to call down to place orders, leading to inefficiencies and longer wait times.
Missed revenue opportunities – Without a streamlined and categorised ordering system, guests were less likely to explore the full menu and customise their selections.
Staff workload – Hotel associates had to manually take orders, upload them into the system, and ensure accuracy, creating additional tasks and room for human error.
To overcome these challenges, The Barfield turned to IRIS Mobile Ordering, a digital solution designed to optimise room service efficiency and guest convenience.
Solutions
Mobile Dining - for in-room dining
“Guests love the convenience of IRIS Mobile Ordering. It enhances their stay by providing an effortless, premium room service experience. The ability to pre-order meals, customise dishes, and enjoy high-quality service without picking up the phone is so valuable – as evidenced by the 120% revenue uplift.
The Barfield Hotel’s adoption of IRIS Mobile Ordering has delivered a phenomenal turnaround in modernising room service, increasing cover count, and improving operational efficiency. By offering a seamless digital ordering experience, the hotel has successfully captured more in-room dining sales while enhancing convenience for both guests and staff.
We’re looking forward to driving continued success through digital innovation.”
Benefits
120% increase in F&B revenue
The Barfield strategically marketed its mobile ordering platform by placing QR codes in each of its guest rooms and on key cards, ensuring guests had instant access to the platform. This simple yet effective initiative, along with the ease of ordering and enhanced experience, led to a significant increase in order volume and guest engagement.
✅ 120% growth in revenue year-over-year
✅ 137% increase in cover count
Higher guest spend & increased revenue
Guests are more likely to customise meals with modifications, add condiments, and explore a wider variety of food and beverage options, leading to increased bar sales and upsells.
Enhanced guest satisfaction & convenience
The IRIS platform has redefined in-room dining at The Barfield by making the process seamless and intuitive for guests:
Guests can order effortlessly at their fingertips, eliminating the need to call down.
Orders are presented with premium service - delivered on a tray with silverware, mirroring a restaurant-like experience in the comfort of their rooms.
Pre-ordering options allow Bonvoy members to place orders in advance, ensuring food is ready upon arrival.
Families and time-pressed corporate travellers can schedule breakfast the night before, creating a stress-free experience.
Operational efficiency & faster service
The Barfield has also seen major improvements in operational efficiency:
Orders go directly to the kitchen, eliminating manual entry by hotel associates and reducing order errors.
Staff can focus on service rather than managing incoming phone orders, improving workflow and efficiency.
Employees have benefited from increased gratuities thanks to higher order volumes and enhanced service delivery.
Kitchen operations have been optimised with order throttling, ensuring a manageable flow of incoming requests, particularly during peak dining hours.
Improved ticket times allow guests to schedule deliveries at preferred times, ensuring meals arrive hot and on time.
Future enhancements & continued growth
With a successful year of mobile ordering under its belt, The Barfield is now looking ahead to further enhancements, including:
Adding menu images – Guests make dining choices visually, and incorporating imagery will further entice them to explore the menu.
Integrating Freedom Pay credit card payments – A seamless payment integration will streamline transactions and provide additional payment options for guests (especially non-residents).
Ready to elevate your guest experience and boost revenue? Discover how IRIS Mobile Ordering can transform your hotel’s in-room dining operations.
Learn how to boost your F&B revenue with our free guide.
Book a customised Demo to see what's possible for your hotel.
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