Oracle Cloud Solves Undiscovered Stadium Revenue Growth as Sports Fans Desire Mobile Food and Beverage Ordering

  • Oracle Hospitality Food and Beverage Solutions
  • 07.12.16
More than 40 percent of sports fans worldwide abandoned concession lines in the past 12 months – without making a purchase – because of excessive waiting, according to a just-released Oracle Hospitality Sports and Entertainment research report The Fan Experience: Changing the Game with Food and Beverage, published in partnership with Turnkey Intelligence, an industry-leading market research provider.

The global study surveyed more than 3,500 sports fans in eight countries – Australia, Brazil, China, France, Germany, Japan, United Kingdom and United States – and focused on uncovering their top priorities. Most importantly, the survey aids venue operators by identifying "pain points" and solutions designed to trigger greater attendance and spark sales.

"Aside from safety and overall venue environment, fans across the world place food and beverage above all else when ranking the elements that are most important to their fan experience," said Jay Upchurch, Oracle Hospitality, vice president. "Our cloud platforms provide operators with the enterprise agility they need to remain innovative and responsive to change, readily incorporating the most advanced technologies that come along to make the fan experience even more memorable."

Counter to current trends of spending exorbitantly on video boards and pre-game entertainment to fill seats, the research indicates employing technology to enhance food and beverage may yield a greater return on investment. Indeed, survey findings reveal the underutilization of food and beverage technology and confirm significant demand for it. For example, mobile technology to improve ordering, payment and delivering loyalty programs is a promising path to greater sales. That premise is supported by results, including:

  • 68 percent of U.S. fans and 60 percent of international fans said they would "probably" or "definitely" use in-seat ordering if available at their stadium. 
  • American fans, on average, said they would spend an additional $20 for food & beverage if wait times were cut in half – representing a 43 percent increase in typical expenditure (per party, per game).
  • 27 percent of U.S. fans and 14 percent of international fans stated they are members of a loyalty rewards program offered by a team or stadium.

"The live event experience continues to be the optimal method of consuming entertainment," said Haynes Hendrickson, Turnkey Intelligence's president. "We have found that technology can positively impact the event experience and the bottom line of a venue. By embarking on this research study with Turnkey Intelligence, Oracle has demonstrated its commitment to excellence in our industry."

Oracle Hospitality pursued the research project to advance the company's commitment of delivering foundational technology that helps solve venue operators' biggest challenges.

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