Solving staffing challenges with digital ordering: driving sales and simplifying service

Implementing digital ordering in venues like stadiums, arenas, and restaurants addresses one of the biggest operational hurdles: staffing. By shifting staff from administrative tasks to roles that directly impact service and sales, digital ordering not only simplifies operations but also drives revenue growth.

Here’s how embracing digital ordering can help solve staffing challenges while improving service delivery and boosting your bottom line.

Watch the 90 second clip of a speaking session at Coliseum Summit:

Why digital ordering matters for staffing

Traditional food and beverage operations often rely heavily on staff for order intake, payment processing, and troubleshooting errors. These manual tasks can slow down service, increase errors, and detract from fan satisfaction.

By introducing digital ordering, you:

1. Eliminate redundant processes like order taking and payment handling.
2. Free up staff to focus on fulfillment and guest engagement.
3. Increase throughput by 18% or more in food and beverage sales, as shown in real-world implementations.

Reallocating staff to maximize fan euphoria

Focus on fulfillment

Digital ordering reduces the need for staff to manage transactional activities. Instead, employees can be redirected to:

• Preparing food and drinks faster.
• Delivering orders directly to seats or pick-up points.
• Providing concierge-style services in premium areas like suites.

For example, a venue implementing digital solutions can shift its staff from point-of-sale counters to the kitchen or delivery. This change not only speeds up service but also adds a personal touch, increasing guest satisfaction.

Rethink guest engagement

Fewer transactional duties mean staff can focus on creating memorable moments for guests. Imagine a stadium employee who spends their time chatting with fans, assisting with digital orders, or guiding them to their pick-up points. This proactive service elevates the guest experience, making them more likely to return.

Streamline suite operations

Managing suites often involves manual effort, such as emailing order forms and reconciling payments after the event. Digital pre-ordering simplifies this by allowing suite guests to select their food and beverage options online, weeks before the game. Staff can then focus on preparing and delivering the perfect suite experience rather than handling paperwork.

Addressing common operational concerns

One of the biggest concerns with digital ordering is whether the kitchen and staff can handle the increased order volume. Here’s how technology and smart staffing solve these challenges:

1. Throttling orders
   Advanced digital solutions allow venues to control the flow of orders to kitchens, avoiding bottlenecks. For instance, when a kitchen reaches its maximum capacity, the system can push new orders to a later time slot, setting clear expectations for guests.
   
2. Staff training
   Reallocating staff to new roles requires training. Focus on teaching employees how to use digital tools effectively, manage increased fulfillment demands, and interact with fans in ways that elevate their experience.
   
3. Measuring success
   To understand the impact of reallocation, track metrics like:
   
   • Time taken from order placement to delivery.
   • Changes in fan satisfaction scores.
   • Increases in food and beverage sales.

Quick exercise to identify staffing opportunities

If you’re considering a shift to digital ordering, start with a simple exercise. Divide staff activities into two categories:

1. Order intake and payment
   These are the transactional tasks that can be automated with digital solutions.
   
2. Fulfillment and service
   These are the guest-facing activities that improve fan satisfaction and generate more sales.
   

By moving tasks from the first category to the second, you can visualize opportunities to optimize staffing. For example, if your staff spends 50% of their time at registers, you might move half of them to food preparation and delivery instead.

Creating the VIP experience for every guest

Today’s consumers expect seamless, VIP-like experiences in all aspects of their lives. Digital ordering helps venues meet these expectations by eliminating friction and reallocating staff to areas that matter most.

Whether it’s delivering a perfectly timed order to a fan’s seat or making sure suite guests have everything they need before the game starts, rethinking staffing with digital tools allows venues to offer unforgettable experiences.

Final takeaways

1. Shift from transactional to service-focused roles
   Reallocate staff from order-taking and payment tasks to fulfillment and guest engagement.
   
2. Embrace technology to solve operational challenges
   Use features like order throttling and integrated systems to manage increased demand without overburdening your team.
   
3. Focus on fan euphoria
   Reallocation isn’t just about efficiency—it’s about creating moments that make fans want to come back.
   

By strategically reallocating staff through digital ordering, venues can improve efficiency, boost sales, and elevate the guest experience. Fans will leave not just satisfied but euphoric, ready to return for more.