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Sadler’s Wells launches food and drink app to cut audience queues

Scene from Tanztheater Wuppertal Pina Bausch's Masurca Fogo, at Sadler's Wells in February 2017. Photo: Tristram Kenton Scene from Tanztheater Wuppertal Pina Bausch's Masurca Fogo, at Sadler's Wells in February 2017. Photo: Tristram Kenton
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Sadler’s Wells has launched an app allowing audience members to order food and drink so they can avoid queues.

The mobile ordering platform, Preoday, means that audiences can pre-book and pay for interval drinks several days in advance of their visit to the London dance venue.

It is the latest theatre to utilise a Preoday app for food and drinks, with other venues including the Royal Opera house, the Barbican, the Royal and Derngate in Northampton and Theatre Royal Bath.

The app will be in use from July 4, when a new dance musical set in the rainforest – Voice of the Amazon – opens.

Orders can be made through the app, downloadable from Apple App Store and Google Play, as well as through Sadler’s Wells’ website.

Zuzana Galikova, head of catering and events at Sadler’s Wells, said: “The variety of our artistic programme enables us to attract large audiences. 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.”

Sadler’s Wells currently earns about 11% of its commercial income from its cafes, bars, merchandise and space hire.

Andrew White, chief executive of Preoday, said the app would reduce queue times and offer patrons a more “streamlined customer experience”.

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