There are few things that fans of rival sports teams can agree on, but one is certain – when attending sporting events, fans want to enjoy food and drink without missing any of the action of the game. Long lines and excessive wait times affect a fan’s game day experience, as well as stadium’s concession revenue. But new technology can have a positive impact, and streamline operations for faster, more efficient service.
Oracle Food & Beverage recently conducted a research study in conjunction with Turnkey Intelligence to see what fans value most in their stadium experience, and what new technologies they would find most helpful in stadiums.
Overall, 94% of global sports fan surveyed say that they buy food and drink at a game at least occasionally, making it a critical source of revenue generation for teams and an indication of fan satisfaction. An average US fan spends a whopping $42 per game on concessions.
10 minutes was the average waiting time that fans were willing to wait in line for food and drink, and 58% of fans would spend more if their wait time were cut in half.
According to research, accessing food and drink while staying in their seats would be the best way to improve their stadium experience, with 76% of global fans selecting it as their top choice.
Overall, fans across the globe are very eager to use new technology that would improve their food and beverage experience – 68% of all fans surveyed were highly interested in using a mobile application to order food and drink, and 63% were also interested in self-service kiosk ordering.
Fan loyalty programs present a huge opportunity for stadiums; in every country we surveyed, over half of the fans expressed an interest in joining a loyalty program, with Germany and the US leading the way on 70% and 69% respectively. But what's interesting is that only a tiny portion of fans have actually joined a loyalty program for their team — just 1% of Canadian fans participate.
Interested in learning more about what fans want on game day? Download our report, Stadium of the Future: The Next Generation of Game Day Technology to learn more about the findings and how Oracle Food & Beverage stadium point of sale can improve the fan experience.