As performing arts organizations set the stage for incoming audiences, food and beverage operators are taking their place in the spotlight. Large and small food service operators alike are continuing to roll out their new and improved technological offerings.
Digital menus are a must in a multi-use PAC environment. It allows maximum flexibility in making updates and changes easily. Food service providers are more apt to customize creative menus for different performances if they know it can be easily promoted via digital menus. Many theaters like their offerings to align with performances. Fun, non-alcoholic beverages are an upgrade at children’s performances, or a special beer or wine program can be offered at different times of the season, like German beers in October or rosé in the spring.
More and more, guests are relying on mobile ordering for fast, convenient service. A performance scenario lends itself perfectly for this amenity, both on personal devices and on kiosks. Guests should be able to order drinks at the time of ticket purchase (if possible) and pre-order and pay for their pre-show and intermission drinks before they arrive to the theater. “Cubbies” can be placed strategically throughout the lobby and labeled by seating sections or last names so guests know where to retrieve their pre-ordered drinks. Some operators use bar staff or security to check purchase receipts and/or ID’s at the pickup site to ensure guests are getting the drinks they ordered and are of age. Some systems have an over 21 verification (“click here to verify if you are 21”), which serves to protect the operator. As a note, one of the nation’s top food service providers reported that guests tend to spend 38% more when they order through a kiosk and 68% more when they use a mobile device; venues of all types and sizes are doing this successfully. Of course, factors like being able to bring drinks into the theater and whether or not there are intermissions impact sales.
A digital ordering program must, undoubtedly, be well-promoted both at the time of ticket purchase and on-site. Plus, if there is any intermediary communication with the ticket buyer prior to the show, information on digital ordering should be included there too. The Meyerson Symphony in Dallas, Texas does an excellent job of promoting the option to pre-order drinks (Pre-Order | Meyerson Dining Dallas Texas (diningatthemeyerson.com)). They offer three easy steps for patrons to pre-order on their phones, plus they include a mission-based message to put away phones during the show!
With exciting, new systems in place, PAC’s and their food service operators should be looking towards the future by utilizing technology to maximize customer satisfaction on all levels and increase revenue.