Early days of many companies often prove to be some of the most profound. The sEATz team made a commitment early to leave no stone unturned, to always help their customers no matter the lengths they needed to go. While the undertaking has been steep, they’ve learned much more about the industry they serve, including a major topic: labor cost.
Concessionaires and general managers of sports and entertainment venues around the world are tasked with tall orders again and again. Barraged with a motley of things that need to be done all at once, they have so little margin for error, with the same intensity that Al Pacino gives in his speech on Any Given Sunday. They have to be firing on all cylinders all the time, multitasking with the best of ‘em and sometimes, figuring out a new way to do something can become extremely daunting, even if the outcome proves to free up their time, maximize their profits and streamline logistics. Our team quickly realized the magnitude of pressure these leaders are under and stepped up to help any way they could.
One of the revelations that dawned from those dark pressures was the management of labor with our mobile ordering platform. The team sat down to map out a few existing processes in how a cashier at a concession stand operates and sought to help by way of a digital hawker with a supplemental delivery team.
In the traditional sense, a concessionaire or general manager must work to hire the concession stand staff, almost always a fixed number of employees regardless of the number of tickets sold and especially regardless of the number of people physically in attendance from those ticket sales. Perhaps most impactful, the flow of the game would always dictate ordering behaviors, namely a rush at half time or between quarters along with a mad dash to the restroom before the lines wrapped around the concourse. This would leave staff members “standing around” for a good portion of the game. Once the rush hit, the staff would get to work. As each next person in line would approach the counter, they would have to review the menu, tell the cashier what they wanted, wait for the cashier to bellow out the order to the kitchen, make their payment and then wait what can sometimes feel like hours to get their order. And man alive, if that order was something gourmet, a fan may be asked to step off to the side to wait for that order fulfillment. This whole process forced a square peg into a round hole, time and time again.
With the supplement of runners and express pick-up lanes in a modernized labor force that activates with in-seat mobile ordering, a venue is able to maximize its labor cost by activating those staff members throughout the entirety of the game and also spread out those rushed times during the flow of a game when it was most appropriate to leave your expensive seats for a bathroom break and a snack. As we’ve been able to depict, sales per fan are up 1-2x more, without the pressure on the staff to rush everyone through in those pockets of business just to maximize profit.
The advent of mobile ordering and the sEATz implementation of it specifically for the benefit of in-seat ordering and delivery at sports and entertainment venues around the world supports labor based on demand, provides more windows of opportunity to order product (which mitigates a concessionaire paying for labor in downtimes), provides a better fan experience and a safer health initiative in wake of the Coronavirus all at once.
Reach out to the sEATz team today, here.