Sadler's Wells rolls out mobile pre-ordering app

David Murphy

Sadler’s Wells Theatre has unveiled a new mobile and online ordering platform developed by Preoday, for the over half a million visitors to its theatres every year. Audience members at the dance house can now place orders and pay for interval refreshments in advance of their visit, avoiding queues at busy shows.

The first event at the theatre to accept online and mobile orders will be Voices of the Amazon, a new dance musical set in the heart of the rainforest, running from 4 to 8 July.

The app for pre-orders is available to download now on Google Play and the Apple App Store. Pre-orders can also be taken online. Currently, the theatre earns about 11 per cent of its commercial income from its cafes, bars and merchandise, as well as from the hire of its spaces.

“The variety of our artistic programme enables us to attract large audiences,” said Zuzana Galikova, head of catering & events at Sadler’s Wells. “We aim to cater for the tastes of all our audiences, and the introduction of our new mobile and online ordering service is part of our ongoing commitment to enhance the customer experience.”

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