More than 40% 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.
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AT A GLANCE: KEY STATISTICS
45% of fans had abandoned concession lines at least once in the past 12 months without making a food/beverage purchase because the wait was too long.
64% of fans who said they would “probably use” or “definitely use” in-seat ordering if available at their stadium (non-users).
65% of fans who acknowledged that buying food & beverage is based on “impulse.”
51% of fans indicated they attend matches to support an individual team or club; 49% indicated attending sporting events is a fun, social activity with friends or family.
30 Minutes US, 18 Minutes International Amount of total time at an event the average fan has spent in line at concession stands.
56% of fans who said they would “probably use” or “definitely use” a mobile app to order and pre-pay for food or beverages to be picked up at an express line.
$20 Amount that US fans, on average, said they would spend additionally for food & beverage if wait times were cut in half. That represents a 42% increase in typical expenditure (per party, per game).
25% of fans had downloaded a mobile app from a specific team or venue.
67% of fans said they do not currently own a season ticket or membership plan for an individual team.
71% of season ticket holders stated they make F&B purchases at most games.
20% of fans who stated they are a member of a stadium or team’s loyalty rewards program.
55% for food, 53% for beverage of infrequent purchasers who said cost deters them from purchasing more food and beverage respectively.
ABOUT ORACLE HOSPITALITY
Oracle Hospitality brings 35 years of experience providing industry-leading technology solutions to sports and entertainment venues worldwide.
The company’s point-of-sale platform is the premier food and beverage management solution, enabling operators to deliver an efficient and innovative fan experience throughout their venue. Go beyond POS with key features such as inventory management, loyalty rewards, third party integrations, and much more.
Additionally, Oracle Hospitality’s robust hardware is specifically designed and built to withstand the rugged sports and entertainment environment. Options include fixed point-of-sale devices, such as the Workstation 6 Series, and the R-Series and E-Series tablets. Oracle Hospitality has the solutions to meet your venue’s needs.
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