Amsterdam ArenA launches Catering App

Anyone who owns a cell phone can order food and beverages from their stadium seat using the free Wi-Fi and KPN 4G network of the ArenA. The newly launched ArenA Catering App provides a unique digital service that will further enhance the service level of the stadium.

The app is very convenient and easy to use. Once the section, row and seat number are entered into the ArenA Catering App, the order will be placed, followed by an immediate payment transaction. Subsequently, the order can be picked up from the nearest snack kiosk or concession stand. In addition, we will soon launch the option of having the orders delivered to the seats.

Unique collaboration

Over the coming months, the ArenA Catering App will be rolled out in phases to the entire stadium, in close collaboration with the various catering providers and Coca-Cola Enterprises, one of the founding partners of the ArenA. The app was developed by the American company SeatServe. Jeroen van Iersel, Marketing Manager at the Amsterdam ArenA, commented: ‘The app allows fans to get a quick snack or drink without queuing up for hours. It brings a little luxury! The app is in perfect alignment with our commitment to improving our level of service for the ultimate goal of providing our visitors with a top-notch experience. The rollout of this app marks a milestone in innovation in and around the stadium.’

SeatServe and Coca-Cola
SeatServe, a New York-based startup, developed a module that they intend to roll out in stadiums all around the world. The module can be tailored to meet the needs of every individual stadium. The company selected the ArenA as the venue for their international pilot project, as an innovative laboratory to test this smart service concept. Coca-Cola Enterprises contributes to the public introduction of the app and works on promotional campaigns within the app. Margreet van Staalduijnen of Coca-Cola Enterprises explained: ‘As a committed partner of the stadium, we are highly interested in the use of digital services. We will test several options with respect to promotion within and around the app. This is an ideal testing ground that will help us to learn from the use of these and similar tools and perhaps even to use the findings in other online services.’

Innovation in the ArenA
‘The Amsterdam ArenA is continuously exploring new technologies to benefit our visitors. In our Innovation Centre, we develop services and products that will propel visitor experience to a higher level.’ According to Henk Markerink, CEO of the Amsterdam ArenA, it is necessary for the stadium to team up with partners in order to realize innovations. ‘We want to conceive, design and execute innovative projects that will help us to enhance the quality of our service, underscore the state-of-the-art position of the ArenA, and that at the same time can be applied in our international stadium projects.’