service and operations within a Premier League football stadium catering operation. Our focus from the beginning was twofold: to train our staff in being able to deliver the app operationally in the best way possible as well as guiding our fans in the benefits of using it.
“ONE OF THE UNIQUE FEATURES
IS THE IN-SEAT SERVICE, DESIGNED SPECIFICALLY FOR SUPPORTERS WITH LIMITED MOBILITY.”
CASE STUDY: CHELSEA
FOOTBALL CLUB
Navjeet Daine, Head of Concessions
at Chelsea FC, Levy Restaurants UK, explains how their latest app
technology is saving time and making money at Stamford Bridge stadium.
At Levy Restaurants UK, our customers are at the heart of our business, we focus on treating every one of them as an individual and our tailored approach encourages us to deliver an outstanding food offer to our guests in a way that suits them. The Chelsea Football Club pre-order app, called CFC Express, was created in line with this ethos, it was driven by a desire to enhance our fan experience, incorporate new innovations and really look at how and what our customers want to order.
CFC Express allows fans to pre-order their food and beverages ahead of and during match days. It provides an extensive choice of options and catering for specific food preferences or healthier selections, which can be delivered straight to your seat.
As a new feature in our operation, we made sure that we tested the app vigorously before launching it and therefore we minimised any challenges. The app, installed by Stadiaconnect, has revolutionised how we think about
www.tomorrowsfm.com
One of the unique features of the app is the in-seat service designed specifically for our supporters with limited mobility (available in designated seating areas only) and the great variety of food and beverage options that we wouldn’t be able to offer otherwise. Guests can access in-app offers and discounts, such as one free product for first time users, as well as other time-sensitive offers that encourage guests to order at certain points in the day, helping to minimise busy periods. The CFC Express orders have trebled since the end of the 2015/2016 Premier League season.
Since launching, the app has received outstanding customer feedback. Lisa, a regular visitor to the ground and a wheelchair user said she now prefers to use the app to order her food.
Lisa said: “It has certainly enhanced my match day experience; I can now have food and drink delivered to my front row seats prior to the half time whistle being blown and I miss out on the half time rush.”
Another regular user, Peter was able to get one of his favourite options added to the menu after leaving feedback: “Really appreciate getting our favourite spicy bean burger on to the app as an option for us to order, after I got in touch. The Feedback feature really works! We love the app and enjoy flicking through the options in advance, as part of the build up to the day. Great that there always seems to be new options, and even better that we get to have some input.
“I'm always impressed with how consistently friendly and efficient the catering staff are, despite the madness of match day. It's great to be able to beat the queues by ordering in advance.”
We now have plans in place to develop the app so that it provides us with relevant information to deliver a more personalised service. Then we can understand the trends in customer buying habits in different stands and the frequency of use.
We hope to further increase the use of the app through training our staff on delivery and educating fans in how to use the app for the first time so that they can incorporate the app into their routine so it becomes a part of their ‘match day ritual’.
www.cfcexpress.uk TOMORROW’S FM | 13
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