Want more sport concessions sales? Try keeping fans in their seats, study says

Colleges looking to supercharge sales from their stadium and arena concessions should start by developing ways of keeping hungry sports fans in their seats, according to a new study of spectators’ food and beverage preferences. 

The report indicates that 3 out of 4 consumers who attend sports events in the United States would likely spend more than their current average of $42 per visit if they could order from their seats and have the food and beverages brought to them. 

That was the top item on respondents’ wish list, but hardly the only one that reflected a desire for more convenience and speedier service, so less of their attention is diverted from the game they came to see. For instance, 74% of respondents said they would use an express-pickup station if one was available for food and drinks. 

They pegged the longest tolerable wait time in a concession line at 10 minutes, and 58% said they would likely spend more than usual if they were assured a shorter wait time. Twenty percent indicated they’d fork over at least $31 more.

The study was conducted by Oracle Food and Beverage, a supplier of POS and remote-ordering technology. 

The research focused on sports venues in general and not specifically college-level facilities. But findings reflected the input of a wide swath of sports fans, from hockey lovers to baseball, football and soccer aficionados.

Related:Stadiums tackle new menu items for football season

The findings indicated that ample room exists to bring food and beverage concessions more in line with what consumers find in street-level restaurants. For instance, 65% of respondents said they would be interested in a stadium or arena loyalty program if one was offered, yet only 3% say they are currently enrolled in a frequent-customer club.