Figuring out a workable and cost-efficient system for in-seat mobile ordering continues to challenge sports facilities as fans have been slow to adopt the option for buying concessions and merchandise.
Is someone about to crack the nut?
“What we’ve done in the past, the only way to take advantage of mobile ordering was to use the app offered by the venue or team. That’s where we’re not casting a wide enough net,” said Anthony Perez, CEO of VenueNext, which offers mobile technology applications to sports and other facilities.
Perez said it’s been especially difficult to get fans who might only go to one or two games a season to download those team and venue apps.
Perez and others knee-deep in the mobile ordering space, such as Satisfi Labs CEO Don White, see other approaches.
VenueNext has web-based offerings, including a platform called OrderNext, that allow fans to go to websites via browsers on their phones to place orders instead of through an app. VenueNext is unbundling its offerings to sports and other clients so OrderNext can work within more budgets. The OrderNext web-based platform has been used by Georgia Tech and at Orlando’s Camping World Stadium.
Satisfi Labs’ White sees smartphone messaging and mobile payment applications such as Apple Business Chat opening up mobile food and drink ordering to more fans.
“I think devices are starting to break down the barriers to entry. I’m very big on Apple Business Chat,” said White, whose sports artificial intelligence company has raised $6 million from investors including Major League Baseball, musical act manager Red Light Management and Tampa Bay Lightning owner Jeff Vinik.
White expects to soon announce new deals focused on mobile ordering. The company generates revenue via software subscriptions and licensing fees.
Last year, Aramark tested a system at Citizens Bank Park that allowed fans to use Apple Business Chat, QR codes and Apple Pay to buy beer and water via their phones and have it delivered to their seats. This year, Aramark is testing the system at Quicken Loans Arena.
