Unlocking F&B Revenue Potential at Mega Concerts

It is the final stretch of 2023 and we are still talking about how Beyoncé's Renaissance World Tour was far more than a concert. It was a spiritual awakening for many and international audience is still brimming with anticipation for another electrifying revival of Taylor Swift's second leg of Eras Tour in 2024.

These iconic mega concerts tours aren't just about music; when they roll into town, they become the catalysts for staggering economic and cultural impact in the countries they visit. The Time Magazine reports that Swifties (how Taylor Swift's fans are called) in average drop an estimated $1,300-$1,500 on things like outfits and costumes, merchandise, dining, and travel—boosting local economies by hundreds of millions of dollars in one weekend. The stadium's role goes beyond hosting; it's about creating an unforgettable experience that matches the palpable, exhilirating energy.

Leveraging the diverse needs of the General Admission patron groups, catering to The Supporter's Supporters, and embracing checkout-free store technology are key ways to effeciently capture F&B revenue during these epic events.

Diverse Offerings for General Admission Patrons

The General Admission crowd is the heart and soul of mega concerts. They come from all walks of life and have diverse tastes. To maximize F&B revenue:

• Themed Menus: Craft menus inspired by the artist's eras or the tour's concept. From "Fearless" flavors to global culinary delights, make F&B an integral part of the concert experience.
• Mobile Ordering: Implement mobile ordering to reduce wait times. Let fans order snacks and drinks through their smartphones, ensuring they don't miss a moment of the show.
• Local Food Partnerships: Collaborate with local food vendors to offer a wide range of culinary options. Food trucks, pop-up stalls, and gourmet food courts keep fans engaged and well-fed.
• Real-time Analytics: Utilize data analytics to track fan preferences and adjust offerings in real-time. This allows for smarter menu decisions and optimized staffing.

Dedicated F&B Areas for The Supporter's Supporters

VIP experiences are a growing trend at mega concerts, and stadiums can tap into this revenue stream by catering to The Supporter's Supporters (including The Swiftie Dads):

• VIP F&B Packages: Create exclusive packages that include gourmet food, craft cocktails, and meet-and-greet opportunities with the artists. Make VIPs feel like stars themselves.
• Interactive F&B Experiences: Set up interactive food and drink stations where patrons' plus ones or more can customize their orders or have renowned chefs create special dishes, while keeping their family members or friends company.
• Collectibles and Merchandising: Partner with artists to design limited-edition F&B packaging. These can become cherished souvenirs, boosting sales and enhancing the fan experience.

Checkout-Free Stores Technology

The future of F&B at mega concerts is checkout-free store technology, and here's why it's a game-changer:

• Enhanced Convenience: Eliminate the hassle of waiting in long lines. Fans can grab what they want and walk out, ensuring they don't miss a beat of the concert.
• Increased Sales: With frictionless transactions, fans are more likely to make impulse purchases. The ease of shopping encourages them to indulge in F&B and merchandise.
• Data-Driven Insights: Gain valuable data on purchasing patterns and preferences, helping you make informed decisions for future events.

Mega concerts are not just about music; they're about creating memorable, lasting experiences. By understanding the diverse needs of General Admission patrons, catering to The Supporter's Supporters, and embracing checkout-free stores technology, stadiums and venue operators can elevate the fan experience while boosting F&B revenue. It's a win-win for fans, artists, tour promoters, and venues, ensuring that the magic of the concert extends to the concessions and local communities.

Talk to us if your venue is hosting any of these iconic tours in 2024 and you are looking at strategically optimising your F&B concessions!