Verteda Qjacker solution boosts sales for Amadeus at the UK’s largest 24/7 gaming festival
“Introducing the Qjacker online or “in App” ordering service to fulfill the demands of feeding thousands of visitors to the Insomnia gaming festival at the NEC Birmingham, saw an increase of over £38,000 revenue in three days,” says Tony Baldock, Operations Director, Amadeus. “This was groundbreaking hospitality underpinned by technology which was configured to meet the precise demands of the venue and visitors. Allowing customers to order instantly rather than pre-order in the traditional way gave a different dimension to the event and was vital for the visitor experience. The technology and operational know-how proved itself, and will form a key element of bidding for future catering contracts.”
Event organisers Multiplay awarded the NEC a three-year 10-event contract for Insomnia, the UK’s largest 24/7 gaming festival, in September 2015 - with the first event in December. At the heart of the four-day festival is the 1,500-strong Bring Your Own Computer (BYOC) ticketholder community that engages in live gaming and competitions with other gamers worldwide. These customers want to order food direct to their gaming stations to avoid any disruption to all-important game play. Amadeus required proven technology to enable easy real-time ordering and fast delivery of food and beverages from 8am to 2am daily - with the solution designed, built, tested and operational within weeks.
Partnering with Verteda, Amadeus and NEC Group IT customised and deployed Qjacker to enable gamers to order in-venue food and refreshments online and via the Qjacker smartphone app. Fully adapted to the demands of venue’s and events, special menus were configured in advance and could be updated dynamically as demand changed. Qjacker was a natural choice for Amadeus as it fully integrated with the company’s InfoGenesis POS (Point of Sale) system and inventory and procurement solution, also provided by Verteda, along with ordering on Verteda’s Voyager mobile POS handheld devices. Amadeus was the first Qjacker venue to provide deliveries; other live sites, which include Premiership Football Clubs & other Arena’s currently use dedicated collection points only. A pre-determined seating plan meant customers could be easily located for in-seat order deliveries extremely quickly.
At Insomnia, the average time from customer order confirmation to personal delivery was only eight minutes. Overall, the December event generated £30,316 revenue from 2,912 orders, with spend per customer valuing £34.80 and each average order spend totaling £10.41. By 11am on the first day, large volumes of transactions had been processed and the event was out performing sales regularly achieved at the Premier League stadiums where Qjacker is also installed. , Top foods ordered were chips (1,290), pizza (491) and burger with cheese and bacon (359). Easter’s Insomnia event substantially out-performed these figures from December and further highlighted the Venue’s operational expertise and Qjackers scaleability to manage the increased demands.
Amadeus’ original business case had included “migrating 50% of customers from standard bar/kiosk order points to mobile ordering” while maintaining spend per head from similar events and improving speed of service and the overall fan/gamer experience throughout the four-day festival (i.e. minimising disruption to game play. The 50% migration requirement had been exceeded by 10% while spend-per-head of customers using Qjacker had been 130% greater than orders taken in the traditional way.
Tony Baldock of Amadeus adds, “The level of detail required to get the finished solution just right was challenging but the planning and teamwork including IT, marketing, our service partners and suppliers helped make this venture a success. The event was only won in September so a three month turnaround for a brand new concept is phenomenal.”
“We were delighted to strengthen our relationship with Amadeus and NEC Group,” says Trevor Roberts, Sales Director, Verteda Ltd. “The success of this deployment and speed of delivery underlines the flexibility of our Qjacker and Voyager mobility technology and our ability to deliver integrated solutions (that include point of sale, inventory and procurement, and more) to benefit the operation and customer experience. We wish Insomnia and the Amadeus team every success in the future and to delivering innovative customer experiences.” Insomnia will return to the NEC regularly over the next three years.
Jen Whittakar, Verteda – +44 (0)1925 401310 or firstname.lastname@example.org
NOTES FOR EDITORS
Our innovative SaaS, hosted and on-premises IT solutions enable stadia and arena, entertainment venues, hotels and resorts, hospitality and foodservice to streamline operations and focus on costs: to increase workforce productivity, enhance guest satisfaction and maximise profitability in multiple area of operations: complete food and beverage operational management, point-of-sale (static, mobile, online), payments (cashless, contactless, online, queue busting), inventory and procurement, , business intelligence, labor management and real-time reporting. From our headquarters in Warrington, UK, we are an authorised distributor of Agilysys products throughout Europe, the Middle East and Africa. Verteda customers include Manchester United FC, Manchester City FC, Barclaycard Arena, Saracens RFC, Sale Sharks RFC, Southampton FC, Newbury Racecourse, Chester Racecourse, Lord’s Cricket Ground, Cofely GDF Suez, The Dorchester, The Lanesborough Hotel, The Landmark Hotel, The Maybourne Group including The Connaught, The Berkeley and Claridges. Other clients extend across Heritage sites, Theme Parks, Hospitals, University and Business Campuses. www.verteda.com
Amadeus is the NEC Group’s retail, conference & banqueting, and hospitality caterer. Amadeus has over 40 years’ experience catering for the NEC Group’s 4 million visitors, at more than 900 events a year, across its world class venues (the NEC, ICC, Genting Arena and Barclaycard Arena). With more than 900 staff, including 91 chefs, the Amadeus team has won more than 650 awards for quality and innovation in catering. In addition to its home venues, Amadeus currently operates at over 15 major ‘meet’ and ‘visit’ external events and venues, including Belfast Waterfront, Ulster Hall, The Scottish Open, Cadbury World, Dudley Zoo, Stoneleigh Abbey, Delapre Abbey, The Library of Birmingham and Birmingham Town Hall/Symphony Hall. Amadeus utilises its Oak Kitchen restaurant brand and MADE café concept in many of the venues, and also manages more than 60 outlets for retail partners JD Wetherspoons, Starbucks, Subway, Pasty Presto, and DP Coffee. www.amadeusfood.co.uk
About the NEC Group
The NEC Group is one of the world’s top venue management companies, operating the NEC, the ICC, the Genting Arena and the Barclaycard Arena. It also owns a national ticketing agency, The Ticket Factory; hospitality brand, Amplify; and its award-winning caterer, Amadeus. In addition, the Group has launched three businesses that aim to take its expertise further afield; NEC Group International, MemoryHaus and Eight Feet Tall, the latter a specialist agency for the live events industry. www.necgroup.co.uk