Scanning a QR code and skipping the line
The process begins with a simple action: scanning a QR code. According to Melissa Schlichting, Food & Beverage Manager at the Winnipeg Goldeyes team, “Fans can scan the QR code, or we also made it easier if someone doesn’t know how to use a QR code. They can just go to goldeyes.com/order. It’s very simple, very easy for people to remember.” By providing both a QR code and a link, fans have multiple ways to access the ordering platform, allowing them to decide what works best for them.
Once on the ordering page, fans can quickly select their preferred concession stand and choose from a menu of available items. “It takes them less than two minutes to place an order,” Melissa explained. That’s all it takes to dodge the hassle of crowded lines. The system includes express pickup, meaning fans can collect their orders without waiting in the standard line. This ensures that not only do guests order faster, but they also return to their seats sooner—right in time for the action.
Reducing concourse congestion
The introduction of an express pickup lane has proven to be a game-changer. Fans no longer have to join the crowds; instead, they head to a clearly marked express pickup area. As Melissa described, “It’s clearly marked so that people waiting in line can see this other line and wonder, ‘What’s this line for?’ They see the sign that says ‘Express Pickup’ and realize they don’t need to wait.” This visible separation between regular and express lines encourages more fans to try digital ordering, ultimately reducing congestion for everyone.
This setup directly alleviates the bottleneck that often forms around concession areas. By redirecting those who prefer to order digitally, traditional queues shrink, benefiting both those who embrace technology and those who prefer the classic in-person method. The overall result is a concourse that feels less crowded and more manageable for everyone.
Ordering more frequently, enjoying more of the game
Another key benefit of the express pick-up for concessions is that it encourages more frequent ordering. For many fans, the prospect of getting in line again can be a deterrent from purchasing more snacks or drinks after their initial trip. By making it quick and easy to order, and reorder—and by allowing guests to skip the line—the Winnipeg Goldeyes are removing this barrier. Fans can now place additional orders during downtime in the game without missing any big moments. As Melissa noted, “Fans like our express pickup line. They get a text message when their order is ready, and it’s waiting for them at the window. They couldn’t be happier.”
The immediacy of the experience means fans can spend more time watching the game and less time worrying about logistics. Instead of debating whether it’s worth missing part of the action, they can use just a few clicks to make an order that will be ready in minutes. It’s this kind of convenience that turns a simple concession run into an enjoyable part of the game day experience rather than an inconvenience.
More fun, less fuss
The ultimate goal of any sports venue is to make sure fans are having fun. Congested concourses and long concession lines detract from that enjoyment. By introducing digital concession ordering, the Winnipeg Goldeyes have found a way to let fans focus on the game and their experience in the stands.
One of the standout features of the express pickup system is its visibility. “We’re putting it in everybody’s face,” Melissa explained. “Right at the main line, there’s a sign that says, ‘Here’s another way to get your food faster.’ And people see all those who are ordering and skipping the line, and they want to do that too.” This placement not only makes it easy for fans to learn about the service but also subtly nudges them to give it a try, driving adoption organically.
The feedback from fans has been overwhelmingly positive, and it’s easy to see why. A survey conducted by the Oracle Food and Beverage, 57% of stadium goers would love to pre-order food and drinks to avoid the lines. The process allows them to spend less time in line and more time enjoying the game. Digital ordering has provided a frictionless solution to congestion, transforming what was once a frustrating experience into a streamlined and enjoyable one.
A win-win solution
The success of the Winnipeg Goldeyes’ concession pickup system is a testament to how small changes in guest experience can lead to major improvements. By leveraging digital solutions, they have managed to not only tackle concourse congestion but also improve the overall fan engagement. The simplicity of scanning a QR code or visiting a link to order food—combined with the convenience of express pickup—has helped fans order faster, more frequently, and with far less hassle.
It’s not just about improving the logistics; it’s about ensuring every fan has a memorable game day. Whether they’re attending with family, friends, or as a solo outing, fewer disruptions mean more opportunities to be part of the excitement. With concession pickup, the Winnipeg Goldeyes are showing that addressing fan hesitations directly—whether it’s long waits or confusing processes—can lead to a better, more enjoyable experience for everyone.
The beauty of this solution lies in its simplicity. By making it easy to access, order, and pick up food, the Goldeyes have not only increased concession sales but also significantly improved the fan experience—all without missing a pitch.
