Technology enables consumers to get what they want, when they want. Uber lets us hail a taxi to just about anywhere in a matter of minutes, while Amazon can deliver everything and anything to your doorstep in as little as an hour. Spotify makes decades of music available at a few clicks, and Netflix provides the same ease with television shows and movies.

However, this instant gratification has made us impatient and forgetful. A past study by Microsoft found that our attention span declined by 33%, from 12 seconds to eight seconds, as smartphone use rocketed between 2000 and 2016. Nowadays, 40% of us will abandon a website if it takes more than three seconds to load.

Many industries are aware of these changes and have implemented technologies that enable customers to avoid waits and delays. In the foodservice industry, for example, Starbucks offers in-app ordering, McDonald’s has installed touchscreen kiosks, and countless apps provide food on demand, delivered directly to our doors.

However, foodservice in the sports industry has been slow to adapt.

Yes, we’re seeing innovative point-of-sale (POS) solutions, from automated vending machines to cashless payment systems, but fans are still limited to purchasing snacks, drinks and merchandise before the game, or during breaks in play. It’s hardly the on-demand service that consumers now demand.

The sports industry must learn from startups like Seamless, DoorDash & Uber Eats

Vendors can only serve so many customers during a break in play, but what if fans were given the ability to order food from their smartphone for the entire duration of an event? What if fans could have placed their order up to three days in advance?

By limiting the amount of time fans have to make purchases during an event, not only are stadium operators reducing the fan experience, but they could also be losing out on a significant amount of revenue. 

The online food delivery industry is tipped to hit $200bn by 2025, with Frost & Sullivan expecting annual growth of 14% for the next five years.

Sports fans want to see similar services implemented in stadiums. A recent survey carried out by the National Association of Concessionaires found that 77% of fans are disappointed with the lack of in-seat concessions delivery currently offered.

SEATSERVE: Offering food on demand in sports stadiums 

SEATSERVE has developed a way for stadium operators to offer fans food on demand without requiring a costly upgrade to technological infrastructure. The company’s in-seat delivery solution allows fans to place an order through a smartphone app and either pick it up or have it delivered to their seat once it’s ready.

European champions Liverpool Football Club have shown that it is possible to provide fans with the concessions services that they’re calling for. The club has implemented in-seat delivery & collection for 50,000 fans throughout Anfield on matchdays. Any fan seated in the first five seats on each side of an aisle can have food, drinks and merchandise delivered directly to their seat. All other fans can order through SEATSERVE to pick up at the nearest point of fulfillment (POF).

Not only does SEATSERVE enable instant orders, but it’s TimeSlots feature also provides fans with the ability to choose when during the game they would like to receive their food and beverages. Supporters are placing orders days ahead of the game, effectively guaranteeing that they will receive their order at the time they desire without having to take their eyes off the action — it’s no wonder that 90% of customers that preorder through SEATSERVE come back for a second serving.

Each and every concession stand can set the amount of deliveries that are permitted for each TimeSlot. This unique feature allows concessionaires to ensure they’re running at peak efficiency throughout an event – not only by maximizing their revenues, but it also by ensuring that customer satisfaction remains at its absolute best by providing each and every fan with their order at a time they choose without overwhelming staff.

With SEATSERVE helping to increase the fan experience at Anfield, Liverpool has been named Club of the Year in the Premier League’s VisitFootball Stadium Scheme awards, for the 4th consecutive season. Our technology can allow your club to accomplish similar feats no matter how outdated your stadium infrastructure is, so how about getting yourself a slice of that $200bn pie?

Image by M&R Glasgow (CC BY 2.0)