Survey: Fans Hungry for Concessions as Venues Reopen

Last year was rough on stadium-goers, some (20 percent) even cried over missing their favorite sports and concerts, according to a new Oracle Food and Beverage survey of 1,000 consumers in the United States. Moreover, they can’t wait to go back. Thirty-two percent of people plan to return to stadiums immediately and 54 percent within the first four months after stadiums reopen.

But this enthusiasm comes with caveats. Fifty-six percent of respondents said social distancing measures should remain in place with stadiums operating at a reduced capacity. Many also want operators to rethink concessions, such as offering in-seat delivery to reduce crowded lines, and are willing to pay more for that option.   

“From season ticket holders to casual fans, consumers are looking forward to the return of in-person events, but like so many industries, sports and entertainment won’t return to the status quo for some time, if ever,” said Simon de Montfort Walker, senior vice president and general manager, Oracle Food and Beverage. “Operators have worked hard during the shutdown to create better, safer experiences that customers not only want but have come to expect. Technology will play a key role in the evolution of the 360-degree fan experience.”

The survey, conducted by Untold Insights in January 2021, polled 3,000 consumers in the US, United Kingdom and Australia on their sentiment towards returning to stadiums this year. 

Fans really missed their sports and concerts (not to mention hot dogs)

Almost everyone (83%) missed attending live events, but some took their absence harder than others:

  • 35% of males and 24% of females noted they were “devastated” about missing live sports
  • 23% of males (19% of females) admitted to “shedding a few tears” over it 
  • 37% of respondents missed the buzz or atmosphere of the live event, while 22% missed the sense of community with other fans
  • Consumers also missed the food! Hot food (hamburgers, hot dogs) topped the list at 33%, followed by cold beverages (16%), and local fare unique to the stadium (17%)

Mobile ordering in lieu of lines

Ninety-three percent of consumers surveyed said they were nostalgic about stadium food – but many want operators to rethink current models. On average, consumers don’t want to wait more than nine minutes for food and beverage, both for safety reasons and because they don’t want to miss the event. 

Nearly half of consumers want to skip the line altogether:

  • 48% of consumers would feel safer if their food were delivered to their seat
  • 51% said they would pay more for in-seat delivery options 
  • 47% of consumers said they’d pay more to cut the line for food 

Many consumers would prefer to place their order before they arrive at the stadium:

  • 67% of people would buy more if they could pre-order and avoid the line, and 56% would like to schedule their order so it will be ready at a set time
  • 57% would love a ‘fast pass’ system to gain priority access to food, shops and facilities; this was most popular with families with 62% rating this option as ‘awesome’
  • 51% would like to plan their itinerary in advance so they can visit concessions and stores at set times to avoid the lines

The complete Back in the Arena: Consumer trends in AU, UK and US report can be found here

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