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4 Ways to Increase Concessions Revenue at Concerts

Jimmy Meredith
Sales Director, FBGBU

Why do almost half of global concertgoers in the last five years say they avoid eating and drinking at shows, and how can entertainment venues tackle this problem to increase concession sales?

Oracle Food and Beverage will soon release research focusing on key trends impacting food and beverage concessions globally. A sneak preview at the results reveals that Latin American consumers are the most frequent visitors to music events (74%), closely followed by those in Asia Pacific (66%), North America (62%) and Europe (60%). However, attendees in Asia Pacific are the most likely to avoid purchasing food and drinks at concessions (40%), followed by Europe (35%), North America (33%) and Latin America (27%).  

To little surprise, the research also shows that one of the major factors discouraging the purchase of food and beverages on-site at events are queues! No one likes standing in a long line, especially when it results in missing the best part of the show! So, what can be done to tackle queues and increase concession sales?

Here are 4 ways to reduce queues and increase concession revenue:

1. Mobile apps

Why stand in line when you can order from your seat?

According to our research, millennials are the biggest spenders globally when it comes to purchasing food and drink at concerts. That fact likely contributes to why more than 65% of millennial concertgoers said they would like to order from the comfort of their seats (using a mobile app) during performances.

Consumer desire for service innovation, however, isn’t limited to millennials. According to the research, the 2nd and 3rd highest global spenders (pre-millennials and Generation X) share an equally high interest in taking orders mobile. Who could blame them? Why miss out on the “show of a lifetime” when you can simply pick up your order from an express lane the moment it’s ready – or receive it at your seat?

2. Self-service Kiosks and pick-up

Along the same line as mobile ordering, but with a slight increase in appeal from those aged 55+, 54% of concertgoers said they would like to order via kiosks and collect from express pick-up areas.

This avenue is perhaps slightly easier to implement than mobile ordering but has a similar effect: improving the speed of service by essentially increasing order taking ability, but reducing the number of customers served in the traditional over-the-counter format. It also can free your workforce for more efficient methods of service, perhaps enabling servers to attend to self-service pick-up stations or perform ‘in-seat delivery’ for mobile orders.

3. POS tablets

Bust queues by taking POS tablets to customers. The sudden surge of customers during an interval can quickly become overwhelming for concession staff. But what if you were able to prevent the snaking queues? Ever thought of sending servers mobile? Meet the customers where they are with pocket-sized POS. Enable staff to take and send orders on the spot or direct concertgoers to pick up their pre-purchased orders from express self-service areas.

4. Increase availability of concession areas

In short, the more concession stands are available and the smaller the queues per stand, the happier concertgoers will be. Imagine being able to better manage queues by introducing ‘pop-up’ stands/lines with a compact concession POS system. Expand at a moment’s notice and meet demand with temporary concessions equipped with small, portable POS.

Oracle Food and Beverage supports leading stadiums, arenas, convention centers and theme parks around the world with integrated point-of-sale (POS) solutions for large venues, which help increase order efficiency and deliver exceptional guest experiences. Discover our vision for the future by reading our ‘Stadiums of the Future’ Report and learn more about our POS systems for sports and entertainment venues.

Get our full report on The Key Trends Impacting Food & Beverage Concessions Globally as soon as it’s released by subscribing to our blog!
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