How to Scale from 5K to 110k Guests Without Missing a Beat

From POS for Dine-in, to QR Ordering for Self-Service, GoTab Handles it All with Aplomb

Santa Anita Park’s journey with digital ordering began with the pandemic. Embracing the shift towards a more digitized dining experience, they integrated the GoTab system to keep pace with the evolving health, safety, and guest experience demands. 

As they navigated through the complexities of the pandemic, they relied heavily on GoTab’s QR ordering system. It became a cornerstone of Santa Anita Park’s operations. Now, in the main dining area, they opted for a blend of traditional and modern, utilizing POS systems for servers while continuing to utilize QR codes for self-service areas. The goal is to always strike the right balance between personal touch and efficiency. Their digital ordering runners, equipped with handheld devices, have become the bridge between the kitchen and the customers, ensuring a seamless flow of orders and service.

Managing Incredibly High-Volume Days with Ease

Santa Anita’s adaptive strategies using GoTab have been put to the test during their large events. 

“Attendance for some events can soar from 5,000-7,000 on an average day, to an astonishing 110,000 guests for our annual Breeders Cup event. GoTab helps the team achieve exceptional agility, managing a staggering influx of orders with precision,” says Rick Bakker, Director of Hospitality, Santa Anita Park. 

These large events not only test their capacity but also highlight the invaluable role of the GoTab digital ordering system in managing high-volume days with ease. Their ability to scale up server space for larger events, coupled with easy-to-manage programming, showcased the flexibility and adaptability GoTab provides.

QR Ordering, Mobile Payments and Exceptional Support

To streamline invoicing, Santa Anita also uses GoTab for catering and group sales. GoTab’s mobile delivery options are the real game-changer, optimizing labor while at the same time enhancing their service delivery. GoTab QR ordering and payment has been particularly instrumental in managing Santa Anita’s expansive seating areas – from the 1,500 outdoor seats to the 2,500 box seats – with minimal wait staff. This innovative approach allows the park to cover vast areas efficiently, reducing labor costs significantly. 

Despite the challenges of managing a large and diverse operation, the support system provided by GoTab, including direct access to dedicated support on their most demanding days, has been a cornerstone of Santa Anita’s success. This unparalleled support, combined with our commitment to innovation and customer service, continues to drive us forward in delivering exceptional dining experiences.

In sum, Santa Anita Park's journey with digital ordering, catalyzed by the global pandemic, has been a transformative process. The integration of the GoTab system was not just about keeping pace with industry trends; it was about reimagining the way they connect with and serve their patrons. As the park continues to explore and embrace new technologies, the focus remains steadfast on exceeding customer expectations and maintaining their status as a premier destination for dining and entertainment.

The Benefits

• Manage anywhere from 5k - 110k guests and a staggering influx of orders with precision
• Scale server capacity and provide dedicated customer support on peak event days
• Hybrid service - POS in dining areas and QR ordering for self-service - significantly reduces labor costs

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