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Wembley Arena embraces technology to drive revenue and improve customer experience

The Bar Pass app in use at Wembley Arena

The Bar Pass app in use at Wembley Arena

Levy Restaurants UK, the official catering and hospitality provider at Wembley Arena, has introduced an app for concert goers at the iconic concert venue. Using their smartphones, visitors will be able to order food and drink straight from their seats.

 

Developed by Bar Pass for Levy Restaurants UK, the ordering service has been implemented to improve service speed during intervals and to open up a second sales channel during peak periods. As a result, customers at Wembley Arena have seen a much faster speed of service of on average 70%, due to cashless transactions, and subsequently incremental revenue increases at peak times.

 

Customers can choose drinks and snacks from the Bar Pass UK app, select collection from either the North or South concourse, and then confirm and pay using a credit or debit card. The system then sends the order to a tablet at the specified collection point. Once the order is ready a push notification is sent to the customer from the bar team alerting them their items are ready for collection.

 

The service has been introduced at a number of events, with attendance ranging from 4,500 to 11,500, and has produced impressive results with over 5,000 visitors downloading the app. As a result, average spend and transaction size have both increased between 20-30% and customer feedback has been excellent. Repeat usage has been very high, with 70% of customers placing two or more orders and 40% placing three of more.

 

Fred Wilson, Levy Restaurants UK’s general manager at Wembley Arena, said:

We are really excited to be working with Bar Pass to introduce mobile ordering. The system aligns well with our current operations and our team finds it incredibly simple to use. Wembley is an extremely busy venue so we are always looking for innovative ways to improve customer experience and drive sales – this certainly does both.