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Fans attending Cbus Super Stadium on the Gold Coast have been the first to experience an in-seat delivery facility offered by start-up Eat From Your Seat in partnership with Gema Group.

Launched at Cbus Super Stadium Monster Jam events on 21st October, Eat From Your Seat gives sports fans the opportunity have food and beverage choices delivered to their seat, avoiding the need to visit F&B outlies with the associated risk of missing game time.

Providing a solution to the problem of missing precious minutes of an event when purchasing food and beverage, Eat From Your Seat is a stadium specific in-seat delivery platform.

Eat From Your Seat Chief Executive, Kylie Riches explains “we aim to work with stadium operators to create an unparalleled food and beverage experience for fans through our easy-to-use platform. It enables quick and convenient in-seat delivery, so fans don’t miss a moment of the event. Being first to market is testament to the leadership and commitment of Gema Group and Cbus Super Stadium to deliver the best experience for fans.

“The performance of the software, efficiency of the delivery model and impact on fan experience exceeded expectations. Deliveries were completed in under five minutes from order placement. It really is a big win for fans.

“Those who used the service - at the first event - loved it, with 100% giving a 5-star rating and stating they would use Eat From Your Seat again.”

After an initial trial at Cbus Super Stadium for the Gold Coast Titan’s final game of the NRL season, the product was launched on a larger scale at the recent full capacity Monster Jam events, offering fans in selected bays the opportunity to have food and beverage delivered directly to their seat.

In operation a team of ‘Deliverers’ sporting hot pink vests delivered orders to fans, who seized the opportunity.

Comments from fans such as “this is just so nice to be able to sit here, not have to leave and get my beer delivered. Fantastic!”, showed the new delivery platform could create a game changing experience for spectators.

Dwane Goodman, Chief Executive Gema Group, the catering operators for Cbus Super Stadium, noted “we are always looking for ways to continually improve and innovate to enhance our customers’ experience.

“Eat From Your Seat has given us an exciting opportunity to add another layer to our fans game day experience at Cbus Super Stadium.”

Insights from the Monster Jam events includes:

Efficiency of the EFYS platform and operational model - stadium mapping and multiple order deliveries resulted in delivery efficiency of more than 40 orders per hour per deliverer, while the grab and go food offer and accessing beverages in tubs, resulted in a packing efficiency of around 100 orders per hour per packer.

These results are more than double the productivity assumptions on which Eat From Your Seat initial financial modelling was built, making EFYS in-seat delivery an even more compelling opportunity for stadium operators.

Elevated Fan Experience - an average delivery time of four minutes was achieved (including delivery to upper rows of the stands), from the time the fan made payment until the order was scanned and completed. Importantly, the speed of delivery, along with training for deliverers to ensure they don’t impede view of fans, ensured minimal impact for all fans. The delivery time was especially pleasing given the trial area included upper levels of the stand and the movement restrictions in place at times during the event.

Eat From Your Seat is now aiming to offer in-seat delivery at more stadiums throughout Australia.

Click here for more information.

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