Hackettstown, NJ — Mars Wrigley Confectionery U.S., LLC recently partnered with FanFood, a concessions management and mobile ordering platform at sports and live entertainment venues, on a pilot test at Durham Bulls Athletic Park in Durham, NC. The intention, according to the company, was to test how technology can be used to drive confectionery sales at sports venues.
The test, which was conducted in July and August, concluded with an increase in overall concession sales led by the doubling of confectionery sales, according to the company. Insights on how to best use mobile technology to drive reach and conversion among non-confectionery buyers at sports venues were also gathered as part of the test, the company says.
“Confectionery is an impulse category and the definition of impulse is evolving as technology influences consumers’ demands for ‘what I want, when I want it’. At Mars Wrigley, we see technology as an enabler to improve the shopping experience and that’s why we’re excited to partner with tech startups like FanFood to find better ways for fans to enjoy our brands in sports venues,” says Kelley Walczak, senior business development manager at Mars Wrigley.
FanFood’s mobile ordering platform was first implemented two years ago at Durham Bulls Athletic Park, a 10,000-seat ballpark home to the Triple-A affiliate of the Tampa Bay Rays, as a means to order food and drinks at the venue.
“The value of FanFood’s mobile ordering platform goes way beyond efficient concessions operations and better food ordering experience for the fans,” says Carson Goodale, CEO and co-founder of FanFood. “It’s also a data aggregation and analysis platform that offers valuable fan insights. It not only helps concessionaires to generate more revenue, but also allows them to serve their fans better by meeting them where they are.” C&ST