How to Enhance Fan Experience, Reduce Concession Lines, and Increase Revenue Through Mobile Ordering
More than a Trend: The Rise of In-Seat Delivery
In the fast-paced world of sports and entertainment, in-seat delivery is quickly moving from a pleasant novelty to an expected norm. Fans, craving convenience, have shown a growing preference for mobile ordering right from their seats. But why is it that concessionaires are hesitant to fully scale up this promising feature? This beginner’s guide will explore the ins and outs of in-seat delivery, from the challenges to the undeniable benefits.
The Fear Factor – Why Concessionaires Hesitate
While the concept of in-seat delivery is exciting, it’s not without its perceived hurdles. Concessionaires often worry about the operational challenges, the costs of integrating with self-ordering kiosks, and the potential complexities that come with a new system.
Logistical Challenges: Implementing in-seat delivery requires a well-thought-out plan. It’s not simply about taking orders; it’s about delivering the right product to the right seat promptly.
Initial Investment: Upfront costs for technology and staff training can be intimidating. But these are typically outweighed by the incremental revenue generated over time.
Express Pick-Up vs. In-Seat Delivery: Most venues that have dabbled in mobile ordering have only offered express pick-up. The real pain point for fans is leaving their seat and missing the action, and this is why most venues don’t see significant adoption. It’s in-seat delivery that truly makes the difference and attracts fans to mobile ordering.
The Fans’ Perspective – Convenience at Its Best
Let’s face it; no fan wants to miss the game-winning shot while stuck in a concession line. Mobile ordering and in-seat delivery are game-changers:
Enhanced Experience: Fans can immerse themselves in the game without worrying about food and drink logistics.
Reduced Concession Lines: Quick and efficient, in-seat delivery significantly cuts down wait times, making the overall experience more enjoyable.
The Financial Rewards – Incremental Revenue and More
In-seat delivery isn’t just about pleasing the fans; it’s also a potential goldmine for stadiums:
Incremental Revenue: By making ordering easier, fans are likely to order more often.
Up-Selling Opportunities: With self-ordering kiosks, it’s easier to promote add-ons, creating additional revenue streams.
Success Stories – Stadiums that Get it Right
Several venues have successfully implemented in-seat delivery. Remax Field, a venue using Ordr’s technology, had a particularly successful season:
81.23% of mobile orders were designated for in-seat delivery.
47.8% of all orders were from repeat users.
Cart values: 46.4% greater than venue per cap.
Mobile orders equaled 15.2% of total transaction volume.
By investing in technology, training, and targeted marketing, they’ve created a win-win for fans and their bottom line. These success stories can serve as valuable blueprints.
Conclusion – Embracing the Future of Stadium Hospitality
The reluctance to scale up in-seat delivery in stadiums is not unfounded, but it’s also not insurmountable. By embracing modern technologies like mobile ordering and focusing on the incremental revenue potential, concessionaires can create a fan experience like no other.
The future is here, and it’s sitting comfortably in its seat, enjoying the game, and savoring a hotdog delivered right to its lap.