MLB Revolutionizes Fan Experience: Technology Takes Center Stage in Stadium Food Service
Major League Baseball (MLB) has taken significant strides in recent years, embracing technology not only to enhance the pace of play but also to transform the entire fan experience at ballparks. In 2023, with games becoming 24 minutes shorter on average, MLB recognized that concessionaires were also in a race against time. Let’s dive into how these changes are reshaping food service at America’s pastime.
A New Era of Quick Service
Rishav Dash, Senior Director of Analytics at Delaware North’s sports division, recalls the intense preparations leading up to the season opener. “Our world was about to change,” he noted, as teams geared up to accommodate fans who could no longer tolerate long waits—whether on the field or in concession lines.
According to a white paper from Aramark Sports + Entertainment, the impact of quicker game times on consumer behavior has been marginal. However, ballparks were ready; they had already begun optimizing operations, honing in on strategies that parallel the adoption of the pitch clock to ensure fan satisfaction.
Embracing Digital Solutions for Speed
This season, ballparks are stepping up their game with the MLB Ballpark app, which now includes features for quick digital ordering and payment through e-wallets. The iconic hot dog cannon has transitioned from a mere novelty to a symbol of this urgent mission: to serve fans hot, fresh food—fast.
While some teams have extended beer sales through the eighth inning, most fans continue to purchase food primarily before the first pitch and around a third of the way through the game. The real game-changer? A 10% increase in attendance across major leagues, partly attributed to the fast-paced new rules.
Analyzing Data to Enhance Food Accessibility
To ensure fans enjoy a seamless food experience, companies like Aramark are meticulously monitoring every aspect of concession sales. Scott McDade, Aramark’s VP of Data Science, says they carefully analyze the ratio of sales points to fans, especially in upper deck seating, targeting 100 fans per register as an optimal baseline. Meanwhile, Delaware North utilizes purchase tracking data to identify underperforming sections, encouraging strategic changes ranging from menu updates to advanced automation.
Innovations Making Waves Across Stadiums
The 2023 season has seen groundbreaking initiatives that redefine how fans acquire snacks and drinks. The Texas Rangers introduced mobile ordering, while Fenway Park celebrated its 111th anniversary with self-order kiosks. The Pittsburgh Pirates have incorporated computer vision technology from Mashgin to facilitate rapid self-checkouts—saving an immense 14 million minutes of line time this year, equivalent to an astonishing 86,000 extra baseball games witnessed by eager fans.
In addition, some MLB teams are testing completely digitized purchasing experiences, where fans can order and pay directly through the MLB Ballpark app. Karri Zaremba, MLB’s SVP for Ballpark Experience, highlighted the testing phases in Cleveland and Philadelphia as enhancements aimed at revamping the food purchasing landscape.
Reimagining Stadium Layouts for Efficiency
With expedited fan entry thanks to advanced facial recognition technology, stadiums are now reconsidering how to use previously congested spaces. A significant study by Aramark revealed that over 40% of in-stadium food purchases occur before the first pitch. To encourage an earlier arrival, teams have altered promotional giveaways designed to ease the pregame rush.
For instance, the Atlanta Braves recently opened a new food court near one of their busiest entrances, embodying a redesigned approach to ballpark aesthetics while improving service speed. Since its inception in 2017, Truist Park has evolved from traditional food counters to include mobile ordering and Amazon’s Just Walk Out technology, continuously refining the fan experience.
Balancing Innovation with Tradition
Despite the tech-driven advancements, human cashiers remain an option for fans who relish the traditional experience. Braves SVP of Operations Hannah Basinger noted, “Our fans really equate a baseball game with the food and beverage experience.”
The ultimate goal marries the modernization of baseball with its cherished traditions: delivering the same beloved game but in a snappier, more engaging manner.
In conclusion, MLB is not just changing the rules on the field—it’s elevating the entire game-day experience for fans. With cutting-edge technology and innovative practices, the league is ensuring that catching a game also means enjoying a delicious meal without missing any of the action. So, next time you’re at the ballpark, revel in the fast service and remember that every bite is part of this evolving game!
