Etihad Stadium launches smartphone app for F&B purchase

Melbourne's Etihad Stadium has launched an in-seat food and beverage app that allows fans to order from their seats and avoid missing any sporting action.

In an Australian first, spectators can now use an online smartphone app to buy food and drinks by downloading the free QkR app to their iPhone or Android phone.

The app enables fans to scroll through the F&B menu, scan or type in a unique code on their seat and place their order online to be paid by credit card and delivered by a waiter.

The service was launched for 1,000 fans at the recent A-league match between Melbourne Victory and Adelaide United and could be introduced all over the stadium.

Etihad Stadium Communications Manager Bill Lane said the technology could soon be extended to 8500 seats, stating "fans can now drive into the carpark, take a lift to their level, sit under a roof if it's raining and now have food and drinks delivered to their seat.

"If it's a raging success we'll have to see how many waiters are available around the stadium."

MasterCard developed QkR and piloted the technology at two Sydney cinemas in January, with the only added cost to food and drinks a credit card surcharge.

MasterCard spokesman Matt Barr said the technology could be used at any sports stadium including the MCG and was only bound by the number of seats set up to support the scheme.

Barr explained "once the stadiums see what an experience this could be, I think they will be excited about the cool experience that anyone in that stadium would have getting a beer or a pie while they are still at their seat."

Etihad Stadium has also announced the appointment of Glen Rainsbury as Event Sales Manager, commencing at the venue on Monday 14th January 2013.

With a wealth of national and international experience, Rainsbury's appointment will see him working closely with concert promoters and event owners across the live music, entertainment and sport sectors to attract future events to the Stadium.

Glen's involvement with the events industry commenced in the UK in 1999, working on the prestigious Chelsea and Hampton Court Flower Shows. In 2004, he moved to Australia where he took up a position at the Brisbane Entertainment Centre, which saw him rise quickly through the business to become Events Manager in October, 2007.

In his time at the Brisbane Entertainment Centre, the venue regularly featured in the Pollstar and Billboard Top 10, grossing exceptional returns putting it on a footing with many larger international venues.

Etihad Stadium Chief Executive Paul Sergeant OBE said Glen had helped book, contract and deliver highly diverse events including Lady Gaga, Top Gear Live, Pink, Coldplay, World Title boxing and a wide variety of other major events.

Sergeant explained "he is a highly respected operator and will do much to enhance Etihad Stadium's credibility and reputation in the live entertainment business."

Rainsbury will report to Director of Commercial Business, Nick Sautner.

In 2012, Etihad Stadium hosted 75 events, attracting more than two and a half million patrons.

For more information go to www.etihadstadium.com.au

2nd July 2012 - SERGEANT LEAVES ALLPHONES ARENA FOR ETIHAD STADIUM