• Loading stock data...
Saturday, November 9, 2024
DEADLINE EXTENDED: The Best Employers in Sports survey is now open through Nov. 13 Learn More

Cleveland Cavaliers and Aramark Launch In-Seat Ordering

cavaliers-aramark-ordering

Photo Credit: Jeff Hanisch-USA TODAY Sports

In the not-too-distant future, fans might never have to miss another key live sports moment to grab another beer or snag a second hot dog. At least that’s the plan for the Cleveland Cavaliers and Aramark, who launched mobile ordering at Quicken Loans Arena this month through Apple Business Chat.

Fans in the lower bowl at Quicken Loans can scan a QR code on seat backs and follow message prompts to order beer or water before completing the transaction with Apple Pay. From there, all they have to do is stay in their seat and wait for delivery.

“We’re continually searching for innovative ways to incorporate digital technology into the food and beverage experience,” said Kevin Kearney, district manager of Aramark’s sports & entertainment division. “The integration of Apple Business Chat with the ordering process is not only fan-friendly and easily accessible, it’s reflective of fans’ changing expectations and behaviors, and we’re looking forward to Cavs and Monsters fans giving it a try.”

READ MORE: Executives Outline Predictions for Arena and Stadium Concessions in 2019

Aramark conducted a proof of concept last season with the Philadelphia Phillies, but the 1,728 seats tested in that run is a far cry from the 7,250 the Cavs are piloting through the end of the NBA and American Hockey League’s Cleveland Monsters seasons. Cavs Senior Vice President and Chief Information Officer Mike Conley said the team would probably scale up one more time before the end of the season.

“We wanted to test and understand where our fanbase was and get a feel for it,” Conley said. “We want to have the kinks ironed out before we roll out to the whole venue. We want to deliver on a need without investing too much capital, time or effort on something that isn’t widely adopted.

“It’s a crawl-walk-run with continuous feedback.”

Cavs Aramark Ordering

Assuming the pilot program at Quicken Loans Arena goes well, Aramark could roll it out across its portfolio of client venues in the near future. The Cavs also expect to do a large scale up next season following a massive $140 million renovation to the arena.

This mobile ordering pilot is not the first time the Cavs have tried experimented with the technology. Two seasons ago, they attempted the roll-out of a quick in-seat service of prepackaged snacks and beverages, only to find the arena wasn’t optimized for the service.

[mc4wp_form id=”8260″]

“Modern-day stadiums, the last five or 10 years, have accounted for this delivery concept,” Conley said. “Our venue, built in 1994, didn’t have the foresight that we would have this technology. Our kitchens weren’t prepared to handle the load and logistics to provide the service.”

Without quick adoption, the Cavs killed the beta experiment and have since cleaned up the logistical issues for this roll-out with Aramark. The mobile ordering is done through a virtual back-end and uses hawkers already in a seating area to deliver the beer or water.

READ MORE: Winnipeg Jets Put Customer Service in the Palms of Fans

Expect technology to remain a crucial piece of live sports experiments moving forward, said Don White, the CEO of Satisfi Labs, which focuses on digital customer service at live events. He believes services like the mobile ordering at Quicken Loans Arena could eventually spill over from concessions into merchandise, ticketing and parking.

“This is a great movement to get customers on their mobile devices providing a real value-added service,” White said. “This move has gotten everyone’s attention and now there’s a huge demand of ‘what else can we do and give fans right away?’”

The search for answers will remain essential so long as television broadcasts, augmented reality and virtual reality experiences lag behind the live-event experience. For the time being, the best solution may only be found in one arena in the country. But at least fans in Cleveland won’t have to miss a basket or a goal to quench their thirst.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Members of the NY Giants run onto the field to start the game between the New York Giants and the Washington Commanders at MetLife Stadium in East Rutherford on Sunday, Nov. 3, 2024.

The NFL Is Becoming the League With No Borders

Where will the NFL go next? International expansion will only get bigger.
Tigers Head Coach Brian Kelly as the LSU Tigers take on the Ole Miss Rebels at Tiger Stadium in Baton Rouge, LA. Saturday, Oct. 12, 2024.

Source of LSU’s New Tiger Has History of Animal Abuse Allegations

LSU isn’t using the tiger that lives on campus for Saturday’s game.
Surrounded by family members and supporters, Donald Trump makes his acceptance speech at his Election Night Watch Party at the Palm Beach County Convention Center after being elected the 47th President of the United States November 5, 2024.

Republicans Won Big in the 2024 Election. So Did the NCAA

“It’s a bad day to be a college athlete,” one staffer says.
Sep 1, 2024; Atlanta, Georgia, USA; PGA TOUR Commissioner Jay Monahan addresses the gallery gathered on the 18th green after the final round of the TOUR Championship golf tournament.

Not So Fast: PGA Tour–LIV Merger Not Done Yet

Multiple industry sources say reports of professional golf’s unification are premature.
podcast thumbnail mobile
Front Office Sports Today

First College Football Playoff Rankings Mark New Era

0:00

Featured Today

NFL Center Connor McGovern Is the Heir to a Potato Empire

The NFL vet’s family provides potatoes for McDonald’s, Wendy’s, and others.
Vanderbilt Commodores fans head to the south end zone as the goal post is taken down by exuberant fans after beating No. 1 Alabama 40-35 at Vanderbilt Stadium in Nashville, Tenn., Saturday, Oct. 5, 2024.
opinion
November 2, 2024

Something New in College Football This Year: Parity

Upsets, surprises. CFB is more fun on the field than the NFL.
Sep 28, 2024; Tuscaloosa, Alabama, USA; GOP Presidential candidate Donald Trump waves flanked by former Georgia Bulldogs player Herschel Walker, recording art Kid Rock, professional golfer John Daily, Alabama senators Tommy Tuberville (R) and Katie Britt (R) during the second half of the game between the Alabama Crimson Tide and the Georgia Bulldogs at Bryant-Denny Stadium.
November 1, 2024

Mission Swing State: College Football’s Political Advertising Battle

Trump, Harris, and the PACs that support them are utilizing the sport.
October 31, 2024

The Untapped Revenue ‘Powder Keg’ of Women’s NFL Fandom

There’s a “boatload” of money at stake for brands and the league.

NBA GMs Rank Salary-Cap Apron As Rule That Needs to Change Most

Schedule changes finished second with 17% of the vote.
Sponsored

Mastercard’s Foodies & Fairways: Where Golf Meets Gourmet at the TOUR Championship

This year’s TOUR Championship in Atlanta isn’t just about world-class golf—it’s also a celebration of local flavors.
September 8, 2024

US Open Breaks Attendance Record

Top-seeded Jannik Sinner beat No. 12 Taylor Fritz in straight sets Sunday.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
July 18, 2024

Loyal WNBA Fans Hit With Enormous Season-Ticket Price Hikes

Some season-ticket holders are seeing their prices doubled.
July 16, 2024

CONMEBOL, Hard Rock Stadium Continue Trading Blame Over Copa Disaster

Each blames the other for the security madness at Sunday’s final.
July 15, 2024

Colombian Soccer Federation President Arrested in Copa Madness

The 71-year-old on the FIFA Council was arrested alongside his son.
July 12, 2024

Oakland Minor League Baseball Team Experimenting With Fan Ownership

The Ballers say more than 1,000 people have registered interest.