FanFood, a concessions management and mobile ordering platform at sports and live entertainment venues, partnered with, Mars Wrigley, on a pilot test at Durham Bulls Athletic Park in Durham, North Carolina to test how technology can be used to drive Confectionery sales. Executed over the course of July and August, the test concluded with an increase in overall concession sales led by the doubling of confectionery sales. Insights on how to best use mobile technology to drive reach and conversion among non-confectionery buyers at sports venues were also garnered from the test. FanFood’s mobile ordering platform was first implemented two years ago at Durham Bulls Athletic Park, a 10,000-seat ballpark home to the Triple-A affiliate of the Tampa Bay Rays. The app soon gained popularity among Durham Bulls‘ fans as the fastest and most convenient way to order food and drinks at the venue. As a result of FanFood’s user
