TapIn2, Float Hybrid and Bud Light team up on food/drink delivery for minor-league ballpark

PNC Field, home of the Scranton/Wilkes-Barre RailRiders. Credit: RailRiders Instagram

The Scranton/Wilkes-Barre RailRiders have introduced a mobile-device food and beverage order and delivery system for fans at PNC Field, the 10,000-seat home venue for the 2016 Triple-A national champions.

Behind the new system is a partnership of TapIn2, a delivery-app startup that provides a similar service for the NBA’s Cleveland Cavaliers and the Cincinnati Bengals; Float Hybrid, an “interactive experience” design agency; and Bud Light, a title sponsor for event delivery services like the new food/beverage service for the RailRiders. The RailRiders are a New York Yankees affiliate.

Screenshot of PNC Field ordering app

According to a press release about the deployment, PNC Field integrated TapIn2’s SmartVenue delivery software system with the existing point of sale system to provide the support for mobile-device ordering and delivery. Available to fans in reserved-seat sections of the park only (not in general admission bleachers or lawn spaces), the delivery system supports a wide range of options for both food and drink ordering and delivery.

In an email reply, Keith Bendes, vice president of marketing and strategic partnerships for the San Francisco-based Float Hybrid, said the system saw an average order total of $18.85 on the opening day of the service, and about $16.08 per order ongoing. Average delivery times so far are about 6-7 minutes per order, Bendes said.

Though PNC Field doesn’t have in-stadium Wi-Fi or an enhanced cellular DAS system, Bendes said the macro networks in the stadium’s town of Moosic, Pa., appear to be strong enough to keep fans able to connect on their mobile devices.

It will be interesting to follow the deployment of delivery services in smaller venues like minor league parks, which may be an easier operation than the system that supports in-seat delivery to venues like the San Francisco 49ers’ Levi’s Stadium.

Super Bowl 50 app use sets Levi’s Stadium records, led by video watching and drink orders

Screenshot of home page of Super Bowl 50 stadium app. (Click on any photo for a larger image)

Screenshot of home page of Super Bowl 50 stadium app. (Click on any photo for a larger image)

As part of the Wi-Fi and cellular usage records set at Super Bowl 50, fans at Levi’s Stadium also set new records for usage of the main stadium app features, including overall app adoption, viewing of action replays and Super Bowl commercials, and food and drink ordering.

According to the San Francisco 49ers networking staff, 46 percent of the 71,088 fans at the game downloaded the Super Bowl 50 stadium app, an NFL-specific app built by VenueNext, designers of the regular Levi’s Stadium app. That total is 16 percentage points higher than any recorded at a San Francisco 49ers regular-season game, according to the Niners.

One of the more unique features of the Super Bowl app was the ability for fans to use the app to order food and drinks, either for express window pickup, or for drinks only, the option for in-seat delivery. According to the Niners there were 3,284 food and beverage orders, 67 percent higher than the previous top order number ever recorded at a Levi’s Stadium game.

The Niners did not provide separate statistics for how many orders were for express pickup and how many were for in-seat delivery out of the larger total. Unlike the regular-season Levi’s Stadium app, which supports food and beverage delivery service to every seat, the Super Bowl app only offered drink delivery, per the wishes of the NFL.

Drink delivery order page on Super Bowl stadium app, including the $13 Bud Light.

Drink delivery order page on Super Bowl stadium app, including the $13 Bud Light.

According to VenueNext and the team, the average in-seat delivery time for drinks was 10 minutes. The top drink item ordered was Bud Light beer, while the top food item ordered via the app was chicken tenders, VenueNext said.

The Super Bowl 50 crowd also set Levi’s Stadium app records for video viewing, a stat helped perhaps by the availability of Super Bowl broadcast commercials, which fans at the game could watch via the app after they aired on TV. A full 55 percent of all app users either watched a video replay or Super Bowl commercials, the Niners said, 36 percent higher than the previous Levi’s Stadium record for video app views.

The app’s unique wayfinding feature, which uses the 2,000 beacons inside Levi’s Stadium to provide interactive maps, was used by 33 percent of the app users, according to the Niners. Fans could also use the app to purchase Super Bowl merchandise (which could be picked up at a concession stand or delivered to a suite), and according to the Niners all the mobile inventory was sold out before the game actually started, with an average order price of $212. Previously, the high-water average mark for app-ordered merchandise was $77 at a concert.