MOBILE ORDERING A WIN-WIN FOR STADIA & FANS Snackr’s mobile ordering platform both increases concession revenue and unlocks marketing opportunities for corporate partners. STATE OF PLAY FOR LASTMILE DELIVERY TECH Food ordering platforms and last-mile delivery products grew exponentially in value and revenue through the 2010’s. The UK market alone is worth an estimated £11.4 billion. These companies (i.e. UberEats, Grubhub, Doordash) have penetrated our society and psyche so effectively they have established their brand names as universally understood verbs. It’s safe to say that mobile ordering from restaurants has breached the category of luxury; it is now an expectation. The explosion of digital ordering has inadvertently (or perhaps intentionally) unlocked an even more valuable insight into consumer behaviour. People spend more and more often on these platforms than they would in person with cash. Pubs and restaurants, through table ordering apps, have seen revenue jump by 20-40 per cent. In theme parks, this is even more pronounced with an increase over 40 per cent.
14 | OTFF ISSUE 20 ★ SUMMER 2022
BRINGING MOBILE ORDERING TO VENUES The unprecedented growth in lastmile delivery products has catalysed the emergence of specialised products (for example, table ordering at pubs, gold class in cinemas and preordering in theme parks) that cater for different environments and particular requirements. These variant products have proven to consistently outperform generic software and the need to achieve product market fit in these contexts has created several burgeoning submarkets that need their own solution. Digital ordering and last-mile delivery in stadiums and at live events is no different. Recent studies conducted by Oracle show that 64 per cent of global fans at live events would use digital ordering but less than 7 per cent of fans have actually ordered via their phone at live sport. A staggering 70 per cent of fans see in-seat service as the best way to enhance the spectator experience at stadiums. It’s clear that venues are leaving a significant revenue opportunity on the table.
