KEY TAKEAWAYS
- Modern concessions enhance the fan experience and should be vigorously adopted
- Facial authentication payments can streamline the ordering process and reduce wait times for fans
- Stadium operators should weigh technological, experiential, and operational criteria to choose their best-fit type of concessions
When you operate a stadium, how you approach concessions will make a difference in the fan experience—especially in this day and age when slick new options are springing up all the time. The right concession strategy can enhance the fan experience and your revenue, while the wrong one could erode it.
Here, we’ll explore the various concession styles available to stadiums today and how to choose what works for you. We’ll also go over detailed selection criteria so that you can make informed decisions that align with the needs of your venue.
Different Types of Concessions to Consider
Mobile/Portable Concessions
Portable concession stands help stadiums stay nimble in their food service operations. These mobile units can be easily moved and repositioned based on crowd flow or specific event needs, allowing venues to maximize concession coverage without permanent infrastructure.
They sometimes feature specialized or trendy food items not available at permanent stands, catering to diverse tastes and preferences among fans. Portable concessions can be further strengthened by the use of facial payments, which allow fans to link their payment method to their face for a prompt, seamless checkout experience.
Benefits for stadium owners:
- Versatility to adapt to different events and crowd sizes
- Reduced infrastructure costs compared to permanent stands
- Ability to showcase local food vendors or rotating menus
Checkout-Free Concessions
Checkout-free concessions use new technology to transform the purchasing process as we know it. Rather than taking their preferred items to the register for checkout, which can mean lining up and waiting, customers can simply walk out. These systems often use computer vision and artificial intelligence to track items taken by customers, automatically processing charges to a linked account or card as the customer exits.
Benefits for stadium owners:
- Faster transaction times that could lead to higher sales volume
- Real-time inventory tracking and data analytics
Mobile Ordering with QR Codes
Many stadiums are now implementing mobile ordering systems that utilize QR codes. Fans can scan a code at their seat or at a designated area to access the menu and place their orders directly from their smartphones. This method also reduces wait times and minimizes crowding at concession stands, but it’s important to note that there can be significant challenges with implementation and scaling. Payment is usually processed through an app, which means vendors will rely on their users’ mobile devices to complete sales.
Benefits for stadium owners:
- No congestion at concession stands
- Integration with loyalty programs and fan engagement initiatives
Kiosks and Self-Service Stations
Kiosks are becoming a common feature in modern stadiums, providing an interactive way for fans to order and pay for their concessions. These self-service stations allow customers to browse the menu, customize their orders, and complete transactions without the need for staff assistance.
Benefits for stadium owners:
- Opportunity for targeted promotions and upselling
- Integrations like facial payments can significantly enhance transaction speeds
In-Seat Delivery Services
Some venues are offering in-seat delivery services, where fans can order food and beverages directly from their seats. This service is often facilitated through a mobile app, which allows fans to enjoy the game without missing any action. Delivery personnel bring the orders directly to the fans, enhancing convenience and comfort. However, these services are often reserved for specific areas in stadiums or part of a premium seating package, and full-stadium rollouts are still being optimized.
Benefits for stadium owners:
- Potential to enhance fan satisfaction with no interruptions to game viewing
- Could boost revenue by making ordering food more accessible and seamless
The Best Concession Models Use Facial Authentication Payments
Facial payments take cashless concessions a step further, eliminating the need to fumble around for physical or digital wallets or input long credit card numbers into an app. Facial payments are arguably the best way to streamline the checkout process and reduce the need for cash handling.
How to Evaluate Different Concession Options
As you investigate the merits of different types of concessions, review the decision-making criteria below, which can help you refine your choices.
Technological
- Speed of service: How quickly can the system process orders and payments to minimize wait times for fans?
- Mobile ordering functionality: Does it support fans with placing orders on their phone?
- Contactless payment options: Does it offer touchless payment methods like mobile wallets and contactless cards?
Experiential
- Ease of use: How easy/intuitive is the interface for customers to use?
- Customization options: What flexibility does the system offer for fans to modify orders and select add-ons?
- Line management: What features are in place to reduce congestion and organize pickup areas?
- Accessibility: What accommodations are provided for users with disabilities?
Operational
- Reliability and uptime: How stable is the system during heavy usage periods?
- Capacity handling: Can it manage high transaction volumes during peak times?
- Reporting and analytics: Does it offer robust data collection and analysis tools for optimizing operations?
- Inventory tracking: Does it provide real-time stock monitoring?
- Staff training requirements: How easy is it to onboard staff and operate the system?
Financial
- Implementation costs: What are the upfront expenses for hardware, software, and installation?
- Ongoing fees: What are the recurring costs for licensing, maintenance, and support?
- Revenue potential: How well can the system drive increased sales through upselling and efficiency gains?
- ROI timeline: What is the projected payback period for the investment?
Vendor-side
- Company reputation: How is the vendor’s track record in the stadium/arena industry?
- Support and maintenance: How available are technical assistance and system updates?
- Future development: What is the roadmap for new features and technological advancements?
Leveraging Tech to Up Your Concessions Game
When it comes to concessions, there’s no one-size-fits-all solution. The ideal approach will depend on factors such as stadium size, event types, fan demographics, and existing infrastructure. Many venues are finding success with a hybrid model, combining traditional concession stands with innovative technologies like mobile ordering and checkout-free stores. But you have to discover what works for you.
Ultimately, the most successful concession strategies will be those that prioritize fan convenience, offer quality food and beverage options, and use technology to improve their operations. By carefully evaluating the available options, stadium operators can create a concession experience that delights fans and drives reliable revenue.
