Greene King tenants join online revolution

Greene King tenants are to be given the option to make liquid orders entirely online in what the pubco believes is a first in the industry.

It follows a pilot scheme run since December, under which 22 of the operator's pubs have used the ordering system and provided feedback.

The system allows buying over the internet in real time, whereby orders can be updated whenever a customer chooses rather than having to wait for a phone call. It also means tenants who check the site regularly are more likely to see offers as they come up, giving them time to take advantage of them.

Tenants will still be able to place orders by traditional methods, but will be given the option for online ordering.

The scheme will be rolled out region by region after the six-month trial period ends in June.

David Elliott, managing director of Greene King Pub Partners, said: "Many of our licensees already order their food and other products online so we needed to provide the same level of service for them. It makes an order much simpler, easier and quicker, and we believe this system will be not just user friendly but industry leading."

The move is consistent with a general shift to online services at Greene King. Tenants are already offered online ordering of POS material. A separate pilot scheme is also running on online processing of tenancy applications - an initiative for which Greene King has not yet confirmed a full roll out.