Marriott Bonvoy On Wheels Is Now Available To Order Via Club Marriott South Asia App.

Kriti Sanon unveiled the app at a recent event. Midday spoke to Ms Khushnooma Kapadia, Senior Area Director of Marketing, South Asia as below.

1. Why this integration & how does this new app service add value to the customer experience with MBOW?

Ans. Designed to make fine dining more convenient and seamless, Marriott Bonvoy on Wheels , Marriott’s food delivery platform has done extremely well since its inception in 2020  . The natural progression of this service would mean taking this to a larger audience on a more accessible platform. Integrating this service to the Club Marriott South Asia app & Club Marriott website  widens and extends our diverse F&B portfolio to guests, while combining functionality with convenience.. Through the seamless accessibility of this app customers can instantly order their meals, choose for an easy takeaway, celebrate or gift a meal to loved ones customised to preference.

Design led, with an easy and intuitive user interface, the app comes with the added benefit of Marriott’s food pairing recommendations. The curated menus are fun and flavourful with a host of dishes taking care of both day and night cravings. MBOW has the added advantage of leveraging the strong network of our hotels and marquee restaurants across the portfolio. Today, MBOW delivers across 30 cities from more than 90 restaurants in South Asia. Integral to this service is the Marriott brand promise of stringent safety and hygiene checks while preparing, packaging and delivering these meals within record time. This initiative underlines our commitment to keeping our offerings smart,  relevant & refreshed.

2. Why partner with a Kriti Sanon?

Ans.  The new normal has changed the concept of home food delivery dramatically. Integrating MBOW our online food delivery into our hotel offerings proved to be a significant revenue driver while helping build stronger brand efficacy across consumer markets. Kriti Sanon is a new age rising star with a very successful repertoire of movies to her name. Her appeal cuts across all genres and geographies which is in tandem with our objective of reaching a wider audience across India.   Her effortless style, acting prowess and natural affinity to connect with her fans, which also reflects our target audience made her the ideal choice to announce this app integration.

3. How do you envision this collaboration working for the business & the brand?

Ans. The integration comes at an opportune moment for the brand to showcase it’s digital assets coupled with Marriott International’s distinct F&B offerings. The MBOW offerings with its integration into the Club Marriott South Asia  app brings a complete 360-degree hospitality experience to our fingertips. The idea is to get a step closer to the vision of building a holistic hospitality ecosystem for the brand, with each of our initiatives powered by digital innovations and advanced service offerings.

4. The food delivery market is highly competitive, how do you keep MBOW distinctive? What have you done right?

Ans. The Indian food delivery market has witnessed dynamic growth over the last couple of years with a pandemic-led acceleration in demand for at home services. The popular food delivery apps helped induce trials among the Indian audience who were initially averse to home delivered food. That sentiment rather quickly transitioned to a wholehearted acceptance of this service being integral to our post pandemic world.  At this juncture, as the affinity towards food deliveries grows, there is a significant set of audiences looking for finer culinary experiences to be enjoyed at home. With celebrations, get-togethers and gatherings shifting at home, MBOW came as the right solution for the fatigue around boxed meals. The added feature of intercity flexibility, while leveraging the strong network of our hotels and award-winning marquee restaurants further adds to the appeal To ensure we keep our offerings relevant and fresh apart from home-grown activations, we partnered with the famous culinary genius MasterChef Australia winner Diana Chan to provide our customers with her specialty curated dishes for a period of 2 months across all our JW Marriott hotels in India. As the new ways of doing business emerges post the pandemic the audacious experiment of marrying culinary expertise with new age technology and cutting-edge hospitality practices gives us the distinctive edge needed to stay ahead of the game.

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