Elevating Stadium Experiences: In-Seat Food Ordering and Checkout-Free Stores Are Here to Stay

The world has witnessed a remarkable transformation in how we approach crowd management and safety, particularly in large venues like stadiums, following the challenges posed by the COVID-19 pandemic. In response to these concerns, businesses have innovated with solutions like in-seat food ordering systems and checkout-free retail experiences. Imagine this: you're at a game and can order snacks right from your seat, or shop at a store without waiting in line to pay. These technologies not only address immediate safety needs but have proven to be transformative in enhancing the fan experience. In this article, we will explore why these innovations are here to stay, their current use cases and performance, and we look forward to their continued relevance in the future.

In-Seat Food (and Beverage) Ordering

This technology has transcended their initial purpose and is becoming an integral component of stadium experiences. It goes beyond just keeping fans safe; it completely revamps the entire event-going process, significantly boosting the overall fan experience. It's become an essential asset for stadiums, guaranteeing that fans can fully immerse themselves in the events they've invested their time and money in, with little to no interruptions. Let's delve into why In-Seat Food Ordering is going to get bigger in 2024:

• Convenience at Your Seat: Say goodbye to missing crucial moments of the game. Fans can order food right from their seats, keeping them in the heart of the action.
• Reduced Crowding and Wait Times: This technology cuts down long lines, easing congestion and enhancing safety.
• Increased Sales for Stadiums: With the convenience of ordering from their seats, fans are likely to spend more on food and drinks.
• Data-Driven Insights: Stadiums can gather valuable data on purchasing trends, leading to better inventory management and tailored promotions.
• Adaptable to Future Innovations: This system can easily integrate with emerging technologies, ensuring it remains relevant and efficient."

Uber Eats, known for its convenience and efficiency in food delivery, has expanded its services from click-and-collect to in-seat ordering in stadiums. Fans can use Uber Eats at Venue on their smartphones to browse menus, jerseys, place orders, and make secure payments without leaving their seats.

In Asia, we are rooting for GrabFood , 美团 , and (?)?????? (Woowa Bros.) 's Baemin to seize this opportunity and potentially replicate the success achieved by similar companies in the US.

Checkout-Free Stores

This new store concept is transforming fans' shopping experience, offering unparalleled convenience by completely doing away with queues. This groundbreaking innovation is revolutionizing how stadiums operate, significantly enhancing the fan experience in the process.

Just Walk Out technology has just started to take venues by storm when Shift4 , a leading payment processing company, elevated the shopper identification part of the experience by joining forces with Amazon in providing a mobile wallet solution. The platform can detect items taken off the shelf and charge patrons when they shop at the check-out free stores. Fans simply need to scan the VenueNext by Shift4 wallet at each store and exit without the need for traditional checkouts.

In Australia, the JWO technology makes a lot of sense with AFL - Australian Football League games' breaks of just six minutes in between quarters. This creates a rush at concession stands, with many fans unable to get served before the next quarter begins. Potential sales are lost, and the experience is stressful for fans and staff. By eliminating the checkout process, AFL and its concession operator Delaware North hoped to make the entire F&B experience more enjoyable for everyone.?

Here's a look at why checkout-free stores are more than just a passing trend:

• Speed and Efficiency: These stores allow fans to grab what they need and go, streamlining the shopping process and saving valuable time.
• Reduced Overhead for Stadiums: With less need for cashiers, stadiums can reduce staffing costs and reallocate resources more effectively.
• Improved Safety and Hygiene: Minimizing physical contact and cash transactions promotes a safer, more hygienic environment.
• Data Collection and Personalization: The technology behind these stores can track buying patterns, helping stadiums offer more personalized services and products.
• Scalability and Adaptability: As technology evolves, these stores can easily adapt, incorporating new features and efficiencies.

Why They Are Here to Stay and Scale with AI

In-seat food delivery and checkout-free stores are reshaping the stadium experience, and with the integration of Artificial Intelligence (AI), these innovations are here to stay. AI is the secret ingredient that's going to make these technologies smarter, more efficient, and more attuned to what fans want. Here are some of the use cases of AI in enhancing these game-changing services:

• Efficient Inventory Management: AI can predict demand for certain foods and products, ensuring that in-seat delivery services and checkout-free stores are well-stocked and ready to meet customer needs.
• Dynamic Pricing: AI can help in adjusting prices in real-time based on demand, event type, and even time of day, optimizing revenue for stadiums.
• Faster Service Delivery: AI algorithms can optimize delivery routes and times, ensuring that in-seat orders are delivered quickly and efficiently.
• Automated Customer Service: AI-powered chatbots and virtual assistants can handle inquiries and provide assistance, streamlining the customer service process.
• Fraud Detection and Prevention: AI can enhance security measures by identifying and preventing fraudulent transactions in real-time, both in checkout-free stores and in-seat ordering systems.
• Sustainability Initiatives: AI can assist in reducing waste by accurately predicting how much food and products need to be prepared and stocked, promoting more sustainable practices.

In-seat food ordering technology and checkout-free stores have evolved beyond pandemic necessities into essential elements of the stadium experience. Looking forward, the integration of AI will unlock even greater potential, creating personalized, efficient, and secure stadium experiences. The future of these technologies isn't just about convenience; it's about shaping how we enjoy live events. As they continue to evolve, stadiums will become hubs of innovation where fan satisfaction and cutting-edge technology converge.?

If you are in charge of modernizing the retail / F&B experience at large format venues and like to discuss how to incorporate in-seat food ordering and checkout-free store technology into your F&B strategy seamlessly, please do not hesitate to reach out.

Adam Summerville

Managing Partner & CEO

[email protected]