The Crabbie’s Grand National has reported an average spend 44% higher than traditional methods after the introduction of a revolutionary new system of in-seat mobile drinks ordering at the world’s most famous steeplechase last month, putting it firmly at the forefront of catering trends.
BPL Digital teamed up with Jockey Club Catering to ensure that visitors to The Jockey Club’s Aintree Racecourse between 9-11 April had a queue-free day in the public areas, with 88% of users saying it improved their race day experience. This was the first time that a major global racing event has adopted such an innovative ordering system, and with an average of 57% increase of new users on the day, it was clearly a resounding success.
The user-friendly, free mobile application was available to download from the Apple App Store, where it received a #2 ranking in the UK App Store for Sports, and Google Play Store.
User satisfaction and convenience
The app completely changed the race day experience for all who used it, with over 90% of users giving it a four or five star rating. Users didn’t have to miss any of the action on the racecourse as they were able to view menus, order and pay securely and then simply collect their drinks from four ‘Click and Collect’ bars placed at existing food and beverage points. They could also choose the ‘In-Seat Click & Deliver’ service, which offered an enhanced VIP service by having drinks delivered to their seat.
Stephen Reed, Jockey Club Catering General Manager Northwest Region, says:
“With The Grand National being such an iconic international event we always strive to improve our customer experience and stay at the forefront of catering trends. BPL Digital were the one company who presented to us that fully understood and embraced what we wanted and made the process from start to finish pain free and more importantly they really owned the development and implementation of the app. Great support from start to finish, we certainly wouldn’t look at using another provider in the future”
BPL Digital also worked with Pay Pal and The Jockey Club to drive traffic to the app with the co-ordination and integration of a £5 discount offer for first time users.
For more information about The Crabbie’s Grand National click here