A new study shows that more than 40 per cent of sports fans worldwide regularly abandon concession lines – without making a purchase – due to excessive waiting.
The Fan Experience: Changing the Game with Food and Beverage report, published by Oracle Hospitality Sports and Entertainment, surveyed more than 3,500 sports fans in eight countries – Australia, Brazil, China, France, Germany, Japan, the UK and US – and uncovered the supporters’ top priorities.
The survey suggest that venue operators are missing a trick by not employing technology in order to improve the overall F&B experience – with many stadia and arenas still relying entirely on concourse-based points of sale for their food and drink offer.
For example, a huge majority – 68 per cent of US fans and 60 per cent of international fans – said they would “probably” or “definitely” use in-seat ordering if available at the home stadium of their team.
“Aside from safety and overall venue environment, fans across the world place food and beverage above all else when ranking the elements that are most important to their fan experience,” says Ned Rowland, director of Oracle Hospitality Sports and Ents.
“Solutions such as cloud platforms would provide operators with the enterprise agility they need to remain innovative.
“The key is to be responsive to change, readily incorporating the most advanced technologies that come along to improve the fan experience.”
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