Best Practices

Contactless Ordering and Payment at Your Sporting Event

The technological age of sporting events is here. It’s all-star? Contactless ordering and payment systems. 

Contactless ordering and payment systems increase sales, build brands, and improve customer experiences. No other simple, low-cost innovation can benefit your next sporting event more than contactless commerce can. 

COVID-19 has driven the widespread adoption of contactless systems, and there are more benefits to these innovations beyond protecting your customers’ health and safety. In fact, contactless ordering systems were growing in popularity long before the pandemic started, and they continue to enhance businesses. The truth is, this technology adds incredible value for both the customer and the vendor. 

Read on to learn how contactless purchase systems can enhance your next sporting event.

How You Can Incorporate Contactless Ordering and Payment at Your Sporting Event

Contactless ordering and payment systems are exactly what the name implies—they’re methods for customers to conduct transactions without physically exchanging cash or cards with service providers. 

The technology comes in a variety of forms, including:

  • Scannable QR codes – Customers use smartphones to scan QR codes in order to read menus, see prices, make purchases, and access a variety of other information about products. QR codes were invented in 1994, but their full potential is just starting to be understood in the United States.
  • Website ordering – Customers can execute various real-world transactions through company website portals. Whether it’s buying a product or digitally checking in to a waiting line, customers and businesses can both save time with website ordering systems
  • Pay-at-table technology – Pay-at-table options enable customers to conduct transactions from their tables (or, in the case of stadiums, from their seats). They sometimes come in the form of smartphone applications and sometimes in tabletop computers. Pay-at-table contactless ordering and payment systems have become increasingly sophisticated, allowing customers to do things such as easily splitting group bills. 

Why Use Contactless Ordering and Payment at Your Sporting Event?

Now you know the how of these systems, but what about the why? Frankly, because it’s here to stay. 

Here are two reasons why.

A Higher Customer Demand for Contactless

The pandemic ushered in an incredible surge in technological innovations in the hospitality industry. Now, as shelter-in-place orders are far and few in-between, customers have come to rely on the new tech features at their favorite entertainment venues, sports arenas, and restaurants. 

Did we say rely? We mean, expect. 

A survey by FanFood confirms it, with 70% of users saying they felt the availability of contactless payment options at venues was “very important or extremely important.” 

Unbelievable ROI for Businesses

You care about your customers and their experience—but you also care about your bottom line. Contactless ordering and payment systems have allowed hospitality companies to experience huge profit increases by streamlining and digitizing systems.

Need examples? Here are just a few hospitality organizations that saw exceptional monetary growth thanks to contactless systems:

  • Stone Brewing achieved a 23% increase in the amount of money spent per check
  • Hilton Omaha saw a 240% increase in food and beverage revenue

The Vegas Test Kitchen used contactless ordering systems to reduce overhead and operate with 50% less staff.

3 Key Benefits of Contactless Ordering

Contactless ordering and payments can enhance your customers’ experiences and your business’ profits in numerous ways. Here are just a few.

#1 Increase Sales

It’s a no-brainer that nobody enjoys standing in lines, especially if it means missing their favorite team’s big score or goal-line stand. The full extent of the aversion to waiting in line, though, may surprise you.

A 2019 study by Oracle Corporation found that U.S. sports-goers would buy 66% more food and beverages if waiting times in lines were shorter. 

Even if all the other benefits of remote, contactless ordering systems were discounted (though they absolutely shouldn’t be), a 66 percent increase in sales speaks for itself.

#2 Increase Customer Safety

Contactless ordering improves customer safety in two ways. It:

  1. Reduces crime – A National Bureau of Economic Research paper found that implementing the Electronic Benefit Transfer system caused a 9.8 percent decrease in the overall crime rate. The same principle is assumed to apply to any reduction in the carrying of physical cash. 
  2. Limit potential exposure to COVID and other transmissible diseases Keep staff and customers healthy by limiting direct physical interaction and making it easier to maintain social distancing.

#3 Provide Invaluable Data Insights

Improved data collection is powerfully useful in both the macro and the micro. It helps operators better serve customers by:

  • Determine best price points for products
  • Develop new products to fill in gaps that might otherwise go unnoticed
  • Uncover the most effective marketing strategies

Improved data can be used to make any number of smart adjustments. Inbound marketing can be measured much more effectively than old-school advertising options such as billboards and commercials. 

Win Big with GoTab’s Contactless Ordering System

Contactless ordering and payments can do a lot to improve your sporting events—both for you and your customers. They are increasingly being implemented around the globe in order to increase the sports-viewing experience and streamline service. You just need an MVP to help you take your next event all the way. 

Enter GoTab.

Founded by restaurateurs who understand the value of both efficiency and human interaction in the service industry, GoTab makes implementing a contactless ordering system simple. You don’t need any new hardware or software and we can set operators up quickly and easily so you can be ready for contactless ordering by your next big event. 


Tap Room Playbook: Check Your Experience

Tap Room Playbook Episode 2: 

When you really think about it, with everything managers need to do in a tap room, the hospitality aspect is often overlooked.

Watch Now →
Tap Room Playbook: Kick A** Brands

Tap Room Playbook Episode 3: 

The best breweries pay attention to what their brand stands for. How do the best brewers bring their brand to life?

Watch Now →

Situated “in the heart of it all, yet tranquil enough to make you feel away from it all too,” The Limelight Hotel Snowmass offers 99 hotel rooms and 11 residences, as well as footsteps-to-gondola access in winter and summer — right in the middle of Snowmass Base Village.

The Situation

Especially over the last few years, the Limelight Hotels IT team had witnessed a significant shift to contactless technology in the hospitality industry. After evaluating friction points in the guest journey, aligning with modern technology platforms in their restaurant was determined to be an effective way to offer elevated contactless dining experiences to their guests while also evolving their technology platforms to continue to support long-term company goals. Limelight Hotel partnered with GoTab to provide an enhanced on-demand dining experience on par with the brand’s reputation for exceptional guest service.

The Solution

Reducing Staff Touch Points Without Sacrificing Guest Experience

Guests are now able to begin a tab from their room or the property’s restaurant by scanning a QR code, texting a link to friends or family members on the ski slope to add in their orders, then meeting up together at the patio or lodge to enjoy their meal and après ski festivities without interruption. By streamlining tasks like inputting orders and processing payments, this eliminates friction for hotel staff and allows them to focus on delivering renowned guest service for a memorable experience. Since partnering with GoTab, Limelight Snowmass has consistently seen higher check averages and sales.

“We found the Point of Sale platforms we were looking at offered the guest and staff limited opportunities to further reduce touch points or improve the traditional restaurant experience. The GoTab platform enabled the guest to take an active role over the flow of their experience while simultaneously reducing touch points and further streamlining restaurant operations.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

According to the Limelight Hotels team, some of the other platforms that were evaluated were either missing some of the pieces they were looking for, had weak customer support models, or had little willingness to develop integrations to existing hotel platforms already in place. To that end, GoTab integrated with cloud-based platform, Infor. Together, GoTab and Infor are providing dynamic solutions to support central, efficient service across hotel amenities and deliver exceptional guest experiences.

“Previously, guests would call down to the restaurant to begin an order from their room or while they were out enjoying the ski slopes. Using GoTab, guests can now place orders from anywhere on the resort, giving them the on-demand service they want without interrupting their day. GoTab empowers us to give control to the guest, reducing touch points and streamlining overall restaurant operations, making Limelight Hotel the resort of choice for Snowmass.”Nick Giglio, Manager of Hotel IT Operations, The Little Nell Hotel Group

Since introducing GoTab, The Limelight Hotel has seen a consistent level of upsells and items sold per check resulting in additional revenue capture. They have been able to maintain service levels in their restaurants during periods when there was reduced staffing available without significantly diminishing the guest experience.

The Benefits

Eliminate Phone Orders – Take Orders from the Slopes. Guests can start a tab from their room or on the mountain without interrupting the flow of their day.

Future-Proofed Technologies – Delivering elevated contactless ordering via integration with the Infor hotel management platform.

Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.
  • Eliminating Friction in the Guest Journey – Maintaining service levels during periods of reduced staff without diminishing the guest experience.

Request a Demo

Ready to experience GoTab for yourself? Sign up for a free demo and get qualified to receive a complimentary meal on us!
Request a Demo